This document discusses mistakes to avoid in mobile commerce. It highlights that smartphone usage has increased dramatically in recent years and mobile traffic now accounts for over 25% of global internet usage. It emphasizes the importance of optimizing aspects like load time, usability for touchscreens, and screen size for mobile devices. The key lessons are to respect the clock by minimizing load times, respect the finger by making elements easy to tap, respect the code by using optimized input types, respect the screen size constraints, respect the community by facilitating word-of-mouth sharing, and respect the process by keeping things simple.

1. Mobile
Commerce
Mistakes

2. WHY YOU SHOULD CARE
0%
25%
50%
75%
100%
2005 2013
Smartphone market share up
17 times in past 6 years.
Smartphones Feature Phones
88%

3. 25,000K
50,000K
75,000K
100,000K
125,000K
150,000K
1 2 3 4 5 6 7 8 9 10
iPod iPhone iPad
WHY YOU SHOULD CARE
Cumulative quarterly units
shipped after launch

4. 0%
5%
10%
15%
20%
25%
30%
2008 2009 2010 2011 2012 2013E 2014E
27%
20%
15%
10%
6%
2.4%
0.9%
Mobile traffic as % of global
Internet Traffic.
WHY YOU SHOULD CARE

5. 6%
2010
2010
Desktop
24%
2012
% of Black Friday sales
WHY YOU SHOULD CARE

6. Respect the
Clock

7. Source: blog.kissmetrics.com/loading-time/
A 1 second delay in page
response can reduce
conversion by 7%

8. expect pages to load in 2 seconds.
leave if it takes more than 3 seconds.
are less likely to use the site again.
say load time is important to loyalty.
47%
40%
79%
52%
expect pages to load in 2 seconds.
leave if it takes more than 3 seconds.
are less likely to use the site again.
say load time is important to loyalty.
47%
40%
79%
52%

9. DISCTRACTIONS
ARE
EVERYWHERE

11. 1) Minimize load time.
2) Keep people signed in.
3) Trim the fat.

12. Life
moves
pretty
fast.

13. Respect the
Finger

15. Fitt’s Law
SEARCH
Hard to click
SEARCH Easy to click

16. Don’t break the experience.

17. There is no mouse.
Hover doesn’t exist.

18. Respect the
Code

19. <input type=“tel”><input type=“email”>

21. Respect the
Screen

22. 48% of people say they’ve
left a website that had a
product they wanted...

23. Hick’s Law
GOOSE
DUCK
DUCK DUCK
DUCK
DUCK
DUCK
DUCK
DUCK
DUCK DUCK
GOOSE
DUCK
DUCK
DUCK
DUCK
DUCK
DUCK

24. 3 things
at a time.

25. Respect the
Community

26. Word of mouth is the most
powerful force in marketing.

27. Impulse purchases
are up 117%

28. Make it easy.

29. Respect the
Process

30. Underkill it.

32. Respect the Clock
Respect the Finger
Respect the Code
Respect the Screen
Respect the Community
Respect the Process

33. Thanks!
jcornelius.com
ninelabs.com
@jc
@ninelabs
http://jc.cm/mcomm-mistakes