KYLE DUFORD, ECOMMERCE DIRECTOR, CHROME INDUSTRIES PETER MCLACHLAN, FOUNDER AND CPO, MOBIFY SEAN OLIVER, HEAD OF PRODUCT MARKETING, OPTIMIZELY Did you know that U.S. smartphone users check their devices more than 150 times per day? That's once every 6.5 minutes. Consumers are spending more time on their smartphones now than they ever have before. As a result, delivering delightful experiences that span web and mobile has never been more important. Peter McLachlan, Co-Founder and Chief Product Officer at Mobify, and Kyle Duford, eCommerce Director at Chrome Industries, explain in practical terms how to build a unified web and mobile optimization strategy. Learn how to set up a team to manage a cross-device optimization plan, and hear their best practices on how to make the most of mobile.

1. Mobile
Op*miza*on
That
Actually
Works
Kyle
Duford
eCommerce
Director
Chrome
Industries
@kyleduford
Peter
McLachlan
Founder
and
CPO
Mobify
@b1tr0t
!

2. Chrome
Industries
Kyle
Duford
eCommerce
Director
Chrome
Industries
@kyleduford

3. Why
Mobile

4. “One
day,
all
this
informa<on
—
telecommunica<on,
connec<vity
—
will
be
in
your
pocket.

5. Prolifera<on
of
Devices

6. Everyone’s
Doing
It
Tweet
Update
Snap
Chat
Text
Call
Search
Read
!

7. Part
of
the
Equa<on

8. Types
of
Mobile
GOLITE.COM! TREKBIKES.COM!
PINCH&AND&ZOOM&
THENORTHFACE.COM! PATAGONIA.COM!
M.SITES'
BURTON.COM!RAPHA.CC!
RESPONSIVE)

9. Using
Data
to
Understand
Mobile
• CONSISTENCY
IN
ALL
ELEMENTS
• General
look
and
feel
• Path
to
purchase
• Search
• Naviga*on
• Merchandising
(eCommerce
sites)
• Photos
• Descrip*ons
• Calls
to
ac*on

10. • Run
sta*s*cal
analysis
on
anything
(and
everything)
• Because
data
doesn’t
care
if
you’re
mobile
– It
just
documents
and
logs
• Then
check
to
see
where
the
points
differ,
if
any,
from
desktop,
tablet
• Develop
your
hypothesis
• Test
Data
is
S<ll
King

11. Tes<ng
• Iden*fy
problem/issue
• Hypothesize
• Ideas
• Tes*ng
• Analyze
• Implement
or
re-­‐test

12. Using
Data
to
Understand
Mobile
• NO
SECRET
TO
BUILDING
TEAMS
• No
need
for
a
special
“Mobile
Ops
Team”
• Think
like
a
customer
• Use
your
devices
for
UAT
tes*ng
• Give
the
ability
to
try,
fail
and
learn

13. Test.
Learn.
Repeat.

14. Mobify
Peter
McLachlan
Founder
and
CPO
Mobify
@b1tr0t
!

15. eCommerce Web Experience Acceleration Platform

16. Mul<-­‐device
web:
eCommerce
55%
45%
Smartphone / Tablet
Desktop
Source: IBM “Thanksgiving Diges
For
many
eCommerce
sites,
smartphone
+
tablet
traffic
has
reached
or
exceeded
45%
of
total
traffic.
By
the
end
of
2014
we
expect
these
channels
to
represent
the
majority
of
visits
to
most
eCommerce
sites

17. Time
spent
by
device
for
eCommerce
41%
59%
Smartphone / Tablet
Desktop
Source: Business Insider
Even
though
smartphone
+
tablet
visitors
represent
45%
of
traffic,
they
can
account
for
59%
of
*me
spent
on
your
website
This
emphasizes
the
importance
of
the
user
experience
on
these
channels

18. Conversion
rates:
US
retail
eCommerce
Cyber
Monday
2013
0.0%
1.5%
3.0%
4.5%
6.0%
Smartphone
Tablet
Desktop
Source: IBM Digital Analytics Benchmark
Cyber
Monday
data
from
2013
reveals
the
untapped
opportunity
of
tablets
for
eCommerce
Cyber
Monday
2013
eCommerce
conversion
rates
by
plaUorm

19. 28%
72%
Source: Google Mobile Playbook
Google’s
data
shows
that
72%
of
tablet
owners
make
purchases
from
their
device
on
a
weekly
basis
Conversion
rates:
Black
Friday

20. Emerging
opportunity:
the
tablet
“As
the
tablet
market
matures,
the
advantages
of
desktop
and
laptop
browsing
will
erode…
To
engage
customers
who
use
tablets,
companies
should
adopt
tablet-­‐specific
strategies
instead
of
offering
experiences
iden*cal
to
those
of
smartphones
or
desktops
and
laptops.”
!
-­‐
Adobe
2013
Mobile
Consumer
Survey
Results

21. Why
A/B
test?
A
refresher
• A/B
tes*ng
is
a
discount
leading
indicator:
it
is
a
crucial
part
of
a
robust
internal
UX
process
• A/B
tes*ng
tells
you
the
“what”,
and
helps
your
UX
analysts
&
designers
find
the
“why”
and
the
“how”
through
rapid
experimenta*on
and
quan*ta*ve
analysis
!

22. Strategies
for
mul<-­‐screen
tes<ng
Two
main
strategies
• Test
the
change
on
all
screen
sizes
at
the
same
*me
• Test
the
change
on
a
specific
group
of
screen
sizes:
“breakpoints”

23. Tes<ng
on
all
screen
sizes
at
the
same
<me
• May
or
may
not
be
technically
feasible
• Will
provide
cross-­‐channel
feedback
• but
also
cross-­‐channel
noise

24. Tes<ng
on
all
screen
sizes
at
the
same
<me
Feasibility
• Possible
only
if
UX
change
is
relevant
across
all
screen
sizes
• Only
applicable
if
there
is
uniform
UX
between
views
at
different
screen
sizes

25. Tes<ng
on
all
screen
sizes
at
the
same
<me
Advantages
• Provides
cross-­‐channel
data
• shorter
total
test
dura*on
• May
offer
some
maintenance
advantages

26. Tes<ng
on
all
screen
sizes
at
the
same
<me
Disadvantages
• Costly
for
• resources
• *me
to
design
test
• Technically
challenging
• changes
must
work
&
be
QA
approved
across
breakpoints
• or
be
designed
&
tested
as
separate
HTML
snippets

27. Tes<ng
at
a
single
breakpoint
• Focus
your
test,
taking
into
account:
• probable
user
context
&
intent
• interac*on
metaphor
• device
capabili*es
• device
limita*ons
• Can
be
a
complete
template
varia*on
or
minor
UX
change

28. Feasibility
• Can
be
done
regardless
of
whether
you
have
a
unified
UX
across
smartphone/tablet/desktop
• Works
for
Responsive
Web
Design,
Separate
Mobile
Websites
or
RESS
approaches
to
suppor*ng
mobile
!
Tes<ng
at
a
single
breakpoint

29. Advantages
• Focus
on
probable
visitor
context
• Focus
on
probable
visitor
use
case
• Fewer
developer
resources
to
deploy
any
given
test
• Less
QA
required
to
deploy
a
test
• Succeed
or
fail
faster
!
Tes<ng
at
a
single
breakpoint

30. Disadvantages
• Can
result
in
diverging
requirements
for
different
screen
sizes
that
are
difficult
to
merge
back
into
your
codebase
• though
an
adap*ve
templa*ng
solu*on
can
help
you
“power
up”
your
templates
!
!
Tes<ng
at
a
single
breakpoint

31. What
should
you
test?
A
few
hints…

32. Larger
targets

33. Removed
hover
events

34. Results
For
Coastal
Contacts,
through
analysis
in
Google
Analy*cs,
Mobify’s
team
iden*fied
that
smartphone
visitors
seemed
confused
about
naviga*on.
An
A/B
test
of
a
simplified
naviga*on
structure
revealed
that
smartphone
conversions
could
be
improved
by
as
much
as
50%
with
an
improved
naviga*on
structure

35. Closing
<ps
• Always
A/A
test
• Don’t
jump
to
conclusions
too
early
• If
at
first
it
fails…
try
again
• Smaller
changes:
segment
by
device
type
&
screen-­‐
size
for
each
test

36. Mobile
Op*miza*on
That
Actually
Works
Kyle
Duford
eCommerce
Director
Chrome
Industries
@kyleduford
Peter
McLachlan
Founder
and
CPO
Mobify
@b1tr0t
!