As mobile continues to grow at a staggering rate, digital marketers, strategists and business owners find themselves under increasing pressure to provide transactional content and services to mobile consumers. During this free lunchtime webinar, Steffane Aquarone reveals the very latest developments in mobile apps and m-commerce, discussing the business case for m-commerce, how to encourage consumers to purchase on mobiles and issues around gathering customer data.

1. M-Commerce: Converting Browsers To
Buyers On Mobile
28th February 2014
© Emarketeers 2007

2. Hello!

3. Mobile connects all channels

4. Put simply:
“Customers consuming our content, browsing our products
and services, engaging with our brand on social media,
sharing their experiences with their friends… are extremely
likely to do those things on a mobile device depending on a
number of factors that are beyond our control”
BUT
Not always beyond our detection
AND
Surely not beyond our wits to make seamless and elegant?

5. So what do we do?

6. So what do we do?

7. Ask different questions
Not
“How do we get people to convert on mobile?”
But
“How to we ensure the experience of our website, products,
ecommerce, social media, content etc. is optimised for
mobile”

8. Ask better questions
Not
“How do we create the same experience on mobile as
desktop?”
But
“What information can we gather to inform us about what our
customers are looking for when they’re browsing on mobile
rather than desktop?”

9. For example…

10. Device agnostic content

11. Droplet: what we’ve learned so far
Listed by influential news site Mashable as a “Top 25 UK Startup”
5,000+ registered users, 300+ merchants in London and Birmingham
First two Enterprise merchants in place: Chiltern Railways & Birmingham City Council
London launch from Apple's flagship Regent Street store
Television coverage on ITV and BBC, and radio on BBC WM
National press coverage in The Daily Express, Guardian, Observer
Featured as a “future global giant” in the Sunday Times
“The most exciting start up I’ve written about all year” Editor, TechCrunch
Management Today “Top 5 UK Payments Startup”

12. Some numbers…
On average mobiles account for 31% of site traffic in the UK,
according to Mobify. This compares to 47% in Australia, 40%
in Brazil, 34% in South Korea, 31% in the US and just 8% in
France.
According to IMRG mobile commerce grew by 254%
between 2010 and 2011, and by a further 300% between
2011 and 2012.
Affiliate Window's m-commerce figures from December show
that 14.72% of all sales were through mobile devices
(including tablets), up from 12.3% in November.

13. Beware the self-fulfilling prophecy
A survey of 1,000 UK smartphone owners published in
November 2013 found that the use of m-commerce has
remained relatively stable in the previous 12 months,
suggesting that it’s failing to catch on with consumers.
Orange’s Exposure report found that 29% of smartphone
owners had purchased an item using the mobile web in the
past six months, compared to 24% in 2011.
This is despite the fact that smartphone ownership has
increased from 41% to 49%, which you would think meant
that people are becoming more comfortable with the
technology.

14. 1. Eating your own dog food
If you’re seen to be doing anything in mobile, your website
has got to work
No difference…
Separate “m.” site
No longer needed...

15. 1. Eating your own dog food
Proper responsive design

16. 2. To app or not to app
Why are you building an app?
• Our competitors have got one?
• Company director said so?
• “So people can view our website when they’re offline?”
ARE YOU KIDDING?!

17. Native apps vs web apps
Native apps
Web apps
Cost
✓
✓✓✓
Cross-platform
✓
✓✓✓✓
Reach
✓
✓✓✓
Speed to market
✓✓
✓✓✓✓
Functionality
✓✓✓✓
✓
Off line use
✓✓✓✓
✓
Security
✓✓
✓
Robustness
✓✓✓
✓
Marketing Platform
✓✓✓✓
✓
Analytics
✓✓
✓✓✓

18. Native apps vs web apps
What can an app do that a webpage can’t?
What can you do with access to onboard GPS, compass,
video camera, accelerometer, microphone?*
The power of geo-location
Ease of access
Security

19. 3. What’s your app’s value proposition
utility
entertainment
information
gaming

20. 4. Adoption Strategy
• Build it and they will come – won’t work
• Nearly a quarter apps are used once then forgotten
• How are you going to get customers to download and
use your app?
• App Store / Android Market is the shop window
• Icon is important marketing
• Needs its own entire adoption strategy

21. 5. Operational considerations
• How does mobile ordering integrate into your order
fulfillment?
• What do you need to do so click and collect orders are
treated in-store in the same way as customers?
• How will you integrate systems so you can identify
customers in store at the end of their mobile journey
(the most important bit!)

22. 6. Usability
•
•
•
•
•
•
Graphic design on touch screens
‘Touch-targets’
Haptics– visual, auditory…
Ability to correct?
Organise the UI especially for the thumb
Avoid bespoke gestures

23. Are you asking too much?
• Asking people to do a new thing in a new way is bound
to lead to failure

24. So: how do we really improve conversion on mobile?

25. 7. Identify…. Change…. Measure… Improve
• Just like good web design
• Where are people dropping out, getting stuck, giving up?
•
•
•
•
•
Emulators
Real people in a lab
Real-world ‘alpha’ or ‘beta’
User journey data
Tap-stream feedback e.g. Keen.io or Mixpanel

26. 7. Identify…. Change…. Measure… Improve

27. IT’S NOT ABOUT THE TECHNOLOGY
• Strategy
• Training
• Communication
• Measurement

28. Thank you!
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