Mobile Moves On - Ecommerce UK event - 4th April 2014
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Slides from Ecommerce UK's Mobile Moves On event from the 4th April 2014. Presentations from Joanna Perry - Practicology, Lee Duddell - WhatUsersDo, Andre Rickerby - Etsy, Andrew Gilboy - Demandware, Helen Colclough - River Island, Angus Blest - Adyen and David Wild - Domino's. The event included the launch of the Mobile Usability Report 2014 highlighting the positive and negative experiences users found on 15 major retailers' mobile websites. The report can be downloaded from www.practicology.com/mobilereport
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Mobile Moves On - Ecommerce UK event - 4th April 2014
- 1. Ecommerce UK Mobile Moves On Martin Newman – CEO Practicology Tonight’s hashtag: #MobileMovesOn Venue wifi code: BLgue5T02
- 2. Thank You • The attendees, without you, we have no one to share insight with • Presenters for sharing insight • Tonight’s sponsors without whom this event wouldn’t take place: Demandware and Adyen • Practicology team here tonight: Mark, Nupur, Jeremy, Nicola, Joanna, Lee, James, Volha, Beata, Craig, Tina, Laura (My wife)
- 3. Thank You • Thanks to Joanna for moderating • Cathy Crawley, my co-host • Jonathan Hall and Cranberry Panda for filming • Antony Alexandrou for photography www.3aphotography.com
- 4. Agenda • Introduction: Martin Newman, CEO Practicology • Presentations: • Joanna Perry, Practicology and Lee Duddell, WhatUsersDo • Andre Rickerby, Etsy • Andrew Gilboy, Demandware • Helen Colclough, River Island • Angus Blest, Adyen • David Wild, Domino’s Pizza • Q&A • The bar
- 6. What Practicology does Strategy Development Commercial Planning Technology Selection Organisational Change Analytics & BI Conversion Rate Optimisation Customer Insight UX & Usability Site Design Digital Marketing Trading Services
- 7. Who we do it for
- 8. Mobile has moved on • Tablets and smartphones were responsible for 27% of UK online sales in Dec 2013 says IMRG • Of that tablets accounted for 80% and smartphones 20%, but smartphones are beginning to make up the gap
- 9. Mobile has moved on • What does this mean to retailers? • 28% of Asda’s online sales were through its mobile app in December • 36% of White Stuff’s online orders were from mobile in December • 52% of Shop Direct Group’s site traffic comes from mobile or tablet devices • For Oasis smartphones account for 25% visits and 10% sales; tablets account for 20% visits but 30% of its total online sales
- 10. Mobile moves on • Mobile also plays a crucial role in helping drive traffic into stores. All 15 sites in our usability research offered some kind of store locator; and the best ones make it easy with geolocation • 14 offer click and collect/click and reserve to stores or other pick-up points; and two allow you to go and pick up your order virtually straight away • Of the 12 with stores, seven use geolocation to make it easy to find them • BUT, four sites weren’t completely mobile-optimised or pushed users onto the desktop site at some point
- 11. Mobile Website Usability Report Joanna Perry – Practicology Lee Duddell - WhatUsersDo 3rd April 2014
- 12. To download the full report for free go to www.practicology.com/mobilereport
- 13. Why mobile site usability? • Conversion to date has been higher on tablets than smartphones; but IMRG now reports that smartphone sales are growing more quickly than tablet sales, beginning to redress the balance • Mobile-optimised websites are also a key tool in multichannel shopping experiences • Practicology and WhatUsersDo wanted to understand what’s important to a good mobile site experience on a smartphone
- 14. The methodology explained We wanted to understand “Why?” smartphone users behave the way they do
- 15. These won’t help answer Why • Staring at Google Analytics • Asking exit surveys • Guessing • Relying on a HiPPOs
- 16. We reveal Why • Home based panel using their own smartphones • Speaking thoughts as they complete tasks • Recorded into online videos • IN THE MOMENT UX INSIGHT
- 17. The research • 8 users on 15 High Profile optimised sites • Completing common tasks: • First Impressions, finding products, using search & menus, finding returns & contact info • At home, on their own smartphones • 30.6 hours of analysed video: • 806 prioritised issues • 1384 positive experiences
- 18. TopMan sort by price
- 19. ASOS Returns
- 21. Fat Face vs Debenhams zooming
- 22. John Lewis Store locator
- 23. Our top findings
- 24. Top navigation icons • Ensure you icons and navigation makes sense to your customers • Very’s icons and layout was praised by users • But they struggled with where to find things on Topshop’s mobile website
- 27. Addressing “fat fingering” • However you lay out your menus, what’s most important is that they are usable • One user described the problem of “fat fingering” when they accidently press the wrong thing • Designs not being optimised for finger size was a particular problem at the checkout where users reported form fields weren’t big enough
- 29. Quick links in your footer
- 30. Think about other mobile experiences • The ubiquity of predictive text for other phone interactions means that type-ahead search results are particularly appreciated • Users liked when a numbers keyboard automatically pops up in a phone number field rather than them having to switch to it • Users expect click-to-call phone numbers – but they will only assume they can click on them if you make them stand out in some way
- 31. No phone number contact?
- 33. Geolocation and store info
- 34. Image view functions • Users will only make proper use of multiple product images and zoom if you spell it out
- 35. Alternative search results views • Most users don’t bother to change the view on the search results page – even if they don’t like it
- 36. Are you fully mobile-optimised? • We found several examples of user journeys where consumers were pushed to pages that weren’t mobile optimised – and they don’t understand why • Currys’ payment page • Debenhams’ white label electricals • Ikea’s delivery, returns and contact info
- 39. Consider streamlining the checkout • Do you really need to ask the same questions that you ask during a desktop checkout? - Date of birth? - Enter email address twice? - Opt-outs on email marketing from third parties?
- 40. To download the report visit practicology.com/mobilereport @practicology martin@practicology.com
- 41. Andre Rickerby Senior Digital Marketing Manager
- 42. 55 Washington St. #512 Brooklyn, NY 11222 May 6, 2011 Mobile marketing techniques
- 43. 43 André Rickerby Senior Digital Marketing Manager, International •15 months at Etsy •3 years with ASOS
- 44. 44 Why is mobile important for Etsy?
- 45. 45 200Countries with Annual Transactions 60 Million Monthly Unique Visitors
- 47. 47 50%+Of all visits to Etsy are mobile/app based
- 48. 48 Why is mobile important for you?
- 49. 49 71%People in the UK have a smartphone (comScore) 47% Mobile users browse on their mobile phone
- 50. 50 £3bnMobile sales in 2013 according to CapGemini
- 51. 51 I’ve got a mobile site, job done, right!?
- 52. 5252
- 53. 53 Market your mobile site. PPC campaigns Google PLAs Local SEO
- 54. 54 Mobile real estate is very cluttered
- 55. 55 Product Listing Ads top of the food chain
- 56. 56 Localise yourself – simple and effective
- 57. 57 Cluttered yes, but don’t forget SEO
- 58. 58 Simple: launch your site, set up campaigns, et voila?
- 59. 59 Sadly not: mobile conversion rate often lower.
- 60. 6060
- 61. 61 Think differently. Attribution Brand awareness Customer engagement Lead generation Intent
- 63. Helen Colclough E-commerce Development Manager
- 64. RI.COM GOES RESPONSIVE ECOMMERCE UK ‘MOBILE MOVES ON’ 3rd April 2014
- 65. ABOUT ME*bear with me this is kinda relevant
- 66. I DIDN’T HAVE A DESK UNTIL I WAS 30 HELEN COLCLOUGH ECOMMERCE DEVELOPMENT MANAGER AT RIVER ISLAND @helenc12 uk.linkedin.com/in/helencolclough
- 67. It’s 1999. THIS IS MY ‘OFFICE’
- 68. AND THIS IS MY PHONE I CAN MAKE CALLS I CAN TEXT I CAN PLAY SNAKE EVERY SINGLE OTHER PERSON I KNOW ALSO HAS THIS PHONE
- 70. CITY= BLACKBERRYI CAN MAKE CALLS I CAN TEXT THERE’S THIS THING CALLED WAP – DUNNO WHAT IT DOES IT’S PINK
- 71. 2010. WIN
- 72. GAVE IN I CAN MAKE CALLS I CAN TEXT CAN CHECK TRAIN TIMES CAN SAY GOODBYE TO THE A to Z CAN BROWSE FACEBOOK TWEET TAKE PHOTOS CHECK THE WEATHER MAKE NOTES
- 73. LAST WEEK
- 75. WE HAD A WEBSITE WE HAD A MOBILE SITE WE HAD APPS
- 78. Large Desktop Interactive TV Laptop Netbook Games Console Media Player Tablet Phablet Mobile Phone % % % % % % % % % NOW
- 79. OOH PRETTY
- 80. #OOPS
- 81. BRING THE BUSINESS WITH YOU
- 82. YOU STILL NEED TO FOCUS*Or you will be testing for the rest of your natural life
- 83. DESIGN DIFFERENT
- 84. New and innovative is great. Except when it isn’t STUFF BREAKS.
- 85. REPORTING IS COOL BUT USERS MIGHT HAVE BEEN BETTER
- 86. #YAY
- 87. Chrome Chrome Internet ExplorerInternet Explorer Safari Safari Firefox Firefox Mobile Tablet Desktop STATS ARE GOOD* *phew
- 89. WE LOVE OUR NEW DESIGNSo much we’re changing it all the time
- 90. WE LOVE THE NEW ‘US’
- 91. NOT JUST A SITE
- 93. Angus Blest Head of Strategic Partnerships
- 94. Payments made easy Adyen – Mobile Payments
- 95. Payments made easy Leading payment technology provider Any payment method any channel $14 billion payment transactions processedin 2013 Global offices (HQ in Amsterdam) 170+ global employees All countries, all currencies All technology developed in-house One platform, all channels About Adyen
- 96. Payments made easy Payments made easy for …
- 97. Payments made easy Global Coverage Payment Methods 187 currencies supported Over 250 international payment methods
- 99. Payments made easy Mobile Payment Index
- 100. Payments made easy Mobile Payment Index
- 101. Payments made easy What About in Store Mobile Payment? Show-rooming Clienteling Endless aisle Ecommerce view of Mobile Payments Retailer view of Mobile Payments Mobile PoS Pay by Phone Mobile Wallets
- 102. Payments made easy ADYEN BV Simon Carmiggeltstraat 6 1011 DJ Amsterdam The Netherlands Telephone +31 20 240 1240 www.adyen.com Information
- 104. DOMINO’S – THE ULTIMATE MOBILE BRAND David Wild Chief Executive
- 105. Agenda • Introduction • Online growth of Domino’s • Explosion of mobile • Understanding the on line shopper • Mobile driving our digital marketing • What we would have done differently • Where next -
- 106. Introduction DAVID WILD Chief Executive Non-executive Director 106
- 107. •1st take away on line •1st pizza via interactive TV •1st pizza on a mobile phone •1st pizza company on eBay Domino’s – Innovation in Technology
- 108. 5.88.213.919.5 31.8 55.1 79.6 126.4 183.6 268.6 337.9 0 50 100 150 200 250 300 350 1985 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 £338m of e commerce sales in 2013 1999 - £100k per annum 2001 - £100k per month 2003 - £100k per wk 2013 - £100k per 13 mins PPC/Display/Affiliates Social Mobile Display Digital content
- 109. 4.1 16.6 50.6 98.4 0 20 40 60 80 100 120 1985 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 Over £170m via mobile in 4 years
- 110. 17% 3% 1% 5% 6% 1% 67% A genuine multi channel retailer
- 111. Simple customer insight CONVENIENCE IS KING CUSTOMER IN CONTROL TOP OF MIND
- 112. On line shopper behaviour DIGITAL NATIVES MORE FREQUENT HIGHER SPEND £0 £20 £40 £60 £80 £100 £120 £140 0 1 2 3 4 5 6 7 Sales per HH Orders per HH £0.00 £5.00 £10.00 £15.00 £20.00 £25.00 Instore £ Online £ Instore Online £15.76 £20.26
- 113. Mobile driving digital marketing • MobiIise CRM Single view of customer Integration Innovation •Third screen use - TV targeting via Twitter - X Factor sponsorship • Display ads for Apps • Partnerships - Foursquare • Augmented reality • Digital content - The Support group
- 114. Increasing investment in digital marketing 61% 39% 2013 Traditional Digital 52% 48% 2014 Digital spend inc Display, E commerce, Content, VOD, Mobile
- 115. What we would have done differently • Understood complexity better • Integrated back of house better • Improved reliability of platform earlier • Recruited for an e commerce business not a pizza retailer • Understood real cost of being multi channel • Refreshed mobile platforms more regularly • Built analytical capability up front
- 117. Where next • User-centred design • Customer-specific entry points • Delicious food photography • Friction free ordering •Facebook login •Repeat previous orders • Best value basket/deal matching • Personalised offers
- 118. Where next • Find me feed me • Local store details • Customer whereabouts Location Personalisation Measurement • Pizza tracker • Omni channel experience • Ease of payment • Device to device • On vs off line • Performance
- 119. Summary • e and m commerce retailer • Simple customer insight driving strategy • Digital marketing driving media strategy • Be brave • Putting mobile first
Editor's Notes
- Left picture is Topshop. Numbers don’t look like they are click to call. On the right is Very – it makes very obvious that you can click on its phone number to input into your phone’s dialler seamlessly.
- Intro Me and my roleFew slides on who we are and then some views from Adyen on Mobile from a payments perspective.
- PSP/ GatewayRisk ManagementAcquiringOne platform, one set of reports, complete transaction visibility via one back office system, one reconciliation task across the world.A true global company with 10 offices across the world from London, San Fransico, Sao Paolo, Singapore, to Netherlands.As a relatively new player in the industry we have grown quickly and won a few awards alonhg the way. The reason we have grown quickly, is because we have made the process of accepting payments easy for our clients
- UberUS based taxi serviceRegister your cards on sign-up. Faciitate a speed and quick mobile experience there after. In a taxi environment when you are standing on the street waiting for a taxi it is probably raining, having to enter you 16 digit pan and expiry date maybe you CVV number as well is not a winning customer experience.Turn on the app, select your pick up and choose the pre-loaded paymentt method. Quick easy and efficient.Spar – NetherlandsGrocery deliveries – always a challenge with grocery deliveries is the final payment. Weighed goods means that some items are more or less than when ordered online. Substitute products, get selected or rejected changing the final basket value. Spar has addressed this with a mobile payment process from Adyen where payment can be accepted on the door step at the point of delivery when the final basket value is known.
- Lots of people say they are global, but just because you can accept Visa and Mastercard in different currencies doesn’t meet the local requirements of many countries. Alternative payments are key to international successWe support more than 250 alternative payments, and whilst alternative payments are barely used in the US or the UK, when entering the Netherlands iDeal is critical. Klarna is all important in Scandinavia. In Brazil payment by installments is the norm. We have developed out offering with the prime goal of being a true global solution and continue to add to the list of payment types.
- Corporate stuff done, now we can talk about mobile paymentsLast year we processing over $14bn worth of transaction. Using all that data we produce some information that we think is quite interesting I have grabbed a couple of those graphs that I thought I would share with you today. As you know mobile is growing as a channel,
- Nearly 20% of all the transactions we see now take place on a mobile device and it is growing quickly, as tablet usage continues to rise we see laptop/desktop usage declining.Apple is the dominant mobile manufacturer with 14% of all transactions originating on an Apple device, and Android still way behind on 5% so whilst Android has really come close within the smartphone market the ipad is the clear leader in the tablet space.More than 30% of our merchants don’t have a mobile optimised site. I am fairly confident that that fact they you are all here means that you were the early adopters, so you are not part of that 30%. But as discussed earlier nearly 20% of all transactions are now occuring via a mobile device it is essential to be mobile optimised, just by implementing an optimised mobile website those 30% could improve their revenue. But you need more than purely a mobile website you need a mobile optimised payment capability.Payment is that final step in conversion, need to make it easy for the shopper.
- But the stats that really interest me are the buying habits of the consumer when using different devices. Here we have split the transaction by sector and by usage between tablets and mobile. This particular group of graphs really interested me, within Retail the use of tablets far outweighs smartphones not massively surpising, but much more surprising was the the fact that the value of a tablet transaction is nearly 30% higher than either a desktop or mobile transaction. Within the travel sector whilst the desktop is still king for the big purchases, but the mobile has a higher volume of small transactions.All of this just shows how important the mobile channel is. A good mobile payment page helps conversion significantly, offering the right selection of payment types is critical to making that conversion. One Click payments is really important in a mobile journey, Paypal is a quicker checkout experience albeit expensive for the retailer.Other wallets like Amazon and Google wallet are on the horizon, but the consumers is not really engaged yet. Visa and Masteracrd are reacting with V.me and Masterpass their answer to paypal…But all of these are not yet fully proven, the key is to work with a payment provider that is agile and capable of adapting quickly to what is a changing payment landscape.But there is one channel that is still early on the mobile journey…..
- Mobile payments means lots of things to lots of different people. For the last few years mobile payments has really meant an ecommerce transaction occurring on a mobile device. Meanwhile on the high street things have been tough and investment in mobile has been slower, some people were quick to implement instore tablets, but mostly it was a window into the retailers website – the endless aisle at best, but they were then pointing the customer to the traditional PoS or even asking their customers to complete and ecommerce transaction instore, neither are the ideal customer journey.Now the mobile enabled store is becoming more advanced. The retail operations team are thinking about mobile technology both from a consumer’s own mobile device to the in store mobile solutionMobile customer journeys being discussed and planned forshowrooming – need to see this as an opportunity not a risk. If someone is taking the time to check prices online, that is a huge indication of a willingness to buyClientelling – a sales engagement tool using technology, this is growing and can help retailer build strong relationships with customers, and those relationships are what drive loyalty, not the old fashioned points make prizes approch endless aisle – don’t let someone walk out of the store because their size or colour wasn’t in, use a mobile engagement to drive in store sales conversionAnd now the mobile revolution is really hotting up with Mobile PoS, this is a topic that many retailers are discussing now.We are seeing lots of interest in this from high service environments, but not with the high footfall environment of a supermarket or a Primark. Some will use it for queue busting where basket sizes are small, others may even consider doing away with the traditional till.There seem to be 2 distinct approaches to the mobile PoS – bring the ecommerce in store or taking the in-store PoS mobile. E-commerce coming in store…. Demandware DSS solution is an exampleStore systems going mobile….. Both have their merits and I see benefits of each, but the trend I am seeing depends entirely on the customer journeys that the retailer is trying to encourage.Finally the concept of paying by mobile phone……. Not quite yet, Paypal have some examples in micro merchants near their HQ in Richmond, some of the mobile networks are launching offerings connected to a scheme branded payment mechanism, watch this space it will be happening soon, but I only have 7 minutes and that would be another presentation entirely.
- In In summary – Payments is an important factor in any mobile journey, get the payment piece wrong and you will have abandoned shopping carts, so make payment part of the mobile plan.Think about mobile as an extension of your existing channels and part of an omnichannel strategy. Consider the customer journeys you are looking to encourage and then define the solution. Mobile facilitates great customer engagement across your channels.I hope you found that interesting and thank you for your time.