solving the mobile conversion gap
TRANSCRIPT
SOLVING(THE(MOBILE(CONVERSION(GAP
Jason&“Retailgeek”&GoldbergGVP&Commerce,&Razorfish
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Mobile is Awesome
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Smartphone Sales Dwarf PC Sales
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Mobile Traffic Last Month
57% 46% 48%48%
Source: Comscore Mobile Metrix June
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59%time on all retail websites is on mobile or tablet
Source: Comscore Mobile Metrix June
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Mobile Gap: Conversion Rates
2.94% 2.68% 1.08%
Source: Monetate Ecommerce Quarterly Q1 2015
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Mobile Brain Mobile Tasks Friction
Root Causes of the Mobile Gap
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Mobile Brain
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Dual Processing Brain
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Elephant& Rider
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The Elephant
• Fast
• Never Rests
• Efficient
• Multi-Tasker
• Emotional
• Intuitive/Associative
• Sub-Conscious
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The Rider
• Slow
• Lazy
• Low Endurance
• Single Tasker
• Analytical
• Rational
• Effortful
Example
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How much is…
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15 + 5
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3 + 56
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89 + 2
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12 + 53
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75 + 26
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25 + 52
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63 + 52I know! Calculations are hard work but it’s nearly over…
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123 + 5
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Think of a colorand a tool
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Another Example
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1. Imagine, we meet and I tell you I have 2 kids.
2. While talking you become sure one of them is a boy.
=> How big is the chance that the other is a boy too?
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33%2 Boys1 Boy, 1 Girl1 Girl, 1 Boy2 Girls
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The elephant is alwaysgoing to go for the
easiest answer
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Most mobile tasks are performed by the elephant!
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Most web experiencesare designed for the rider!
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Solution:
• Design for the Elephant• Mobile User Testing
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Mobile Tasks
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Multi-Device Flows
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Mobile Gap
Desktop Tablet Mobile
66% of Traffic2.94% Conv
15% of Traffic2.69% Conv
19% of Traffic1.08% Conv
Source: Monetate EQ_Q1 2015
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Mobile Gap
Desktop
Tablet
Mobile
MobileOnly
DesktopOnly
TabletOnly
Mobile+
Desktop
Tablet+
Desktop
Mobile+
Tablet
Mobile +Tablet +Desktop
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Make Cross-Device Shopping Easy
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Are these users performing the same task?
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Share of traffic by device (by hour)
Source: comScore, Mobile Future in Focus 2013
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4X
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1/2Avg
SessionDuration
Responsive Design?!
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“Sites that aren’t optimized for mobile suck; responsive design sites just suck less”
Avinash Kaushik, Google Digital Evangelist
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Context
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15million users
$1 billion business
6 million sessions
per week
$210million in
total guest savings
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In-store Experiences
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Solution:• Multi-Device Attribution• Segment mobile users • Know your mobile tasks
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Eliminate Friction
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User Behavior
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m.dot.com
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MobileApps
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Open in our App
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Open in our App
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Open in our App
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Open in our App
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Anyone have 3 Hands?
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Make Payment Easy – Mobile Wallets
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But don’t NASCAR your Checkout
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Make Payment Easy – Camera
JUMIO CARD.IO IOS 8
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Relentless Simplification22 INPUTS 8 INPUTS 4 INPUTS
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Avg Checkout has 23 inputs
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Five Field Checkout
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Use as billing address
FULL NAME (FIRST NAME LAST NAME)
SHIPPING ADDRESS APT/BLDG. (OPTIONAL)
EMAIL ADDRESS
PHONE
CREDIT CARD DETAILS EXP DATE | CVV
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Jason Goldberg
Use as billing address
XFull NameFULL NAME (FIRST NAME LAST NAME)
SHIPPING ADDRESS APT/BLDG. (OPTIONAL)
EMAIL ADDRESS
PHONE
CREDIT CARD DETAILS EXP DATE | CVV
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Jason Goldberg
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Phone
Email Address
Use as billing address
X
CREDIT CARD DETAILS EXP DATE | CVV
28th Street NY, United States
280 Park Avenue, New York, United…
28th Ave Long Island City, United…
2880 Broadway, New York, NY, Unit…
Shipping Address
FULL NAME (FIRST NAME LAST NAME)
SHIPPING ADDRESS APT/BLDG. (OPTIONAL)
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Jason Goldberg
2835 N La
Phone
Email Address
Use as billing address
X
CREDIT CARD DETAILS EXP DATE | CVV
2835 Lake Michigan Drive NW Grand...
2835 N Lake Dr Milwaukee, WI, Unit…
2835 N Lakewood Ave Chicago IL,…
2835 Lakeview Road NE Cumberland...
Shipping Address
FULL NAME (FIRST NAME LAST NAME)
SHIPPING ADDRESS APT/BLDG. (OPTIONAL)
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Jason Goldberg
2835 N Lakewood Ave…
Use 2835 Lakewood… as billing address
Shipping Address
FULL NAME (FIRST NAME LAST NAME)
SHIPPING ADDRESS APT/BLDG. (OPTIONAL)
EMAIL ADDRESS
PHONE
CREDIT CARD DETAILS
|
EXP DATE | CVV
Autocomplete for Addresses APIhttp://rg.tl/AutoAddr
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Jason Goldberg
2835 N Lakewood Ave, Chicago, IL 4B
Use 2835 N Lakewood… as billing address
Shipping Address
FULL NAME (FIRST NAME LAST NAME)
SHIPPING ADDRESS APT/BLDG. (OPTIONAL)
EMAIL ADDRESS
PHONE
CREDIT CARD DETAILS EXP DATE | CVV
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Jason Goldberg
2835 Lakewood Ave, Chicago, IL 4B
Use 2835 N Lakewood… as billing address
Email Address
FULL NAME (FIRST NAME LAST NAME)
SHIPPING ADDRESS APT/BLDG. (OPTIONAL)
EMAIL ADDRESS
PHONE
CREDIT CARD DETAILS EXP DATE | CVV
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Jason Goldberg
2835 Lakewood Ave, Chicago, IL 4B
(503) 610-8140 X
Use 2835 N Lakewood… as billing address
Phone
FULL NAME (FIRST NAME LAST NAME)
SHIPPING ADDRESS APT/BLDG. (OPTIONAL)
EMAIL ADDRESS
PHONE
CREDIT CARD DETAILS EXP DATE | CVV
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Jason Goldberg
2835 Lakewood Ave, Chicago, IL 4B
(503) 610-8140
3796
Use 2835 N Lakewood… as billing address
Credit Card
FULL NAME (FIRST NAME LAST NAME)
SHIPPING ADDRESS APT/BLDG. (OPTIONAL)
EMAIL ADDRESS
PHONE
1234 9876 1234 |EXP DATE | CVVMM/YY CVV
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Jason Goldberg
2835 Lakewood Ave, Chicago, IL 4B
(503) 610-8140
*1234
Use 2835 N Lakewood… as billing address
123411/17Credit Card Exp Date & CVV
FULL NAME (FIRST NAME LAST NAME)
SHIPPING ADDRESS APT/BLDG. (OPTIONAL)
EMAIL ADDRESS
PHONE
|EXP DATE | CVV
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Jason Goldberg
2835 Lakewood Ave, Chicago, IL 4B
(503) 610-8140
*1234
Use 2835 N Lakewood… as billing address
123411/17
FULL NAME (FIRST NAME LAST NAME)
SHIPPING ADDRESS APT/BLDG. (OPTIONAL)
EMAIL ADDRESS
PHONE
EXP DATE | CVV
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Jason Goldberg
Billing Address:2835 N Lakewood Ave, Chicago, IL 4B
Shipping Address:2835 N Lakewood Ave, Chicago, IL 4B
Phone: (503) 610-8140
Credit Card:
Ends in *1234 exp 11/7
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Solution:• Move beyond m.dot• Eliminate unnecessary inputs• Make it easy to pay
