Shop.org 2017 Grace Glenny, Target Luke Chatelain, West Elm Tammy Everts, SpeedCurve

1. Putting the 'instant' in 'instant gratification'
Grace Glenny, Senior Director, Site Merchandising, Target
Luke Chatelain, VP, Innovation, West Elm
Tammy Everts, Chief Experience Officer, SpeedCurve

2. In this session, you’ll learn:
 Why you need to deliver a fast user experience
 How to deliver fast online experiences
 How to optimize your customers’ in-store journey

3. Omnichannel now

4.  67% start shopping on one device and finish on another
 63% use multiple channels when making orders over $100
 80% of smartphone shoppers use mobile in-store to help buy
 Omnichannel shoppers spend 50-300% more

5. What is a user-friendly
cross-channel experience?
(other than a bunch of marketing jargon)

6. 5 components of a usable cross-channel experience
 Consistent
 Optimized for context
 Seamless
 Orchestrated
 Collaborative
Consistency in the Omnichannel Experience, Nielsen Norman Group, 2016

7. Slowness hurts conversions

8. Every 1 second of load time improvement equaled a
2% conversion rate increase for Walmart
Staples shaved 1 second from median load time,
improved conversion rate by 10%
Fanatics cut median load times by 2 seconds,
almost doubled mobile conversions

9. Slowness hurts retention

10. The impact of HTML delays on mobile business metrics, Strangeloop, 2011

11. Slowness hurts your brand

13. fast
slow
Mobile web stress: The impact of network speed on emotional engagement and brand perception, Radware, 2013

14. How fast is fast enough?

15. It depends

16. Optimal load times for peak conversions

17. Even 100ms delays matter

18. Takeaways
 Every site is different
 User behavior is context sensitive
 Performance issues are unpredictable
 You can’t understand what you don’t measure
 Even small changes can make a big difference

19. 19

20. 20
MOBILE AND USER EXPECTATIONS

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MOBILE AND USER EXPECTATIONS
Mobile has grown at leaps and bounds.
• It’s surpassed desktop in:
• Traffic
• Number of searches
• Number of users
But mobile experiences don’t match users
expectations:
• Experiences created specifically for mobile
devices are discussed, e.g. mobile 1st, but are
rarely executed
• Speed is massively important to users

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LET’S TALK ABOUT SPEED

23. 23
RAW SPEED IS IMPORTANT
Faster raw load speeds lead to:
• More revenue
• Less bounces
• More conversions
• Happier customers
• Better overall user experiences
New mobile browser capabilities, standards,
and implementation strategies (collectively
known as progressive web apps/PWAs) allow
for impressive speed increases!
*Soasta, 2015

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PERCEIVED SPEED IS ALSO IMPORTANT
• Client-side Caching
• Lazy Loading
• Service Workers
• Single Page App (SPA) Frameworks
Perceived load speed can be achieved with
smart technical strategy, a focus on user
experience and solid implementation.
To make your experiences feel instant try
implementing the following:

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LET’S COMBINE THEM FOR INSTANT USER GRATIFICATION

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RAW AND PERCEIVED SPEED ARE BOTH(!) IMPORTANT TO USERS
And can work together…
Fast Initial Page Load Speed (due to being a PWA!) ----

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RAW AND PERCEIVED SPEED ARE BOTH(!) IMPORTANT TO USERS
And can work together…
Instant Perceived Load (due to caching & Lazy Loading!) ----

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RAW AND PERCEIVED SPEED ARE BOTH(!) IMPORTANT TO USERS
And can work together…
Instant Actions and Response (due to JS implementation!) ----

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RAW AND PERCEIVED SPEED ARE BOTH(!) IMPORTANT TO USERS
And can work together…
Instant Loading of Previous Page (due to caching and SPA!) ----

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ALLOWING YOU TO IMPROVE THE USER’S SPEED AND EXPERIENCE
We made the experience more visual, more
immersive, and more app-like without sacrificing
speed, all within the mobile browser :).
We’re constantly trying to make things that are
engaging AND feel instant

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AND THE RESULTS HAVE BEEN OUTSTANDING
• Significant Increases in
• Revenue Per Visitor
• Conversion Rate
• Average Time on Site
Our beta testing has shown

32. Guest App

33. Building a Better Shopper

34. Job 1: When I know what I need, help me
find it and get it taken care of now.

35. • “Get it today” focus
• Find at another
store
• Store map and aisle
on product page
When I know what I need,
help me find it and get it
taken care of now.

36. • Contextual Search
with both items
and offers
• Store availability
filter
When I know what I need,
help me find it and get it
taken care of now.

37. • Find any item in any
store, and help you
get there
When I know what I need,
help me find it and get it
taken care of now.

38. • REDcard and
Cartwheel in
single scan at
checkout
When I know what I need,
help me find it and get it
taken care of now.

39. • Drive Up that’s
ready when you
arrive
When I know what I need,
help me find it and get it
taken care of now.

40. Job 2: Help me build my list, maximize my
savings, and minimize my regrets.

41. • Offers near you
Help me build my list,
maximize my savings,
and minimize my regrets.

42. • Make the most of
Black Friday
Help me build my list,
maximize my savings,
and minimize my regrets.

43. Help me build my list,
maximize my savings,
and minimize my regrets.
• Exploration of list
creation and
organization,
integrating deals

44. Job 3: When I have free time, help me
window shop so I can get ideas.

45. • Brand launches
• Editorial content
• Inspiration &
visualization
When I have free time,
help me window shop so
I can get ideas.