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Best Practices der mobile Optimierung - Wie Sie Besucher zu Käufern machen

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Lernen Sie warum Sie Ihren Shop mobil machen sollten und holen Sie sich wertvolle Expertentipps zur mobilen Optimierung in diesem gemeinsamen Webinar zwischen Shopgate & Optimizely.

Sie lernen:

- Warum Webshops mobile ernst nehmen sollten

- Wie sich ein mobiler Shop auf die Conversion Rate auswirkt

- Wie ich Cross-Channel optimieren kann

- Wie A/B Tests dabei helfen können, Conversions von mobilen Webseiten & Apps zu steigern

- Praxisbeispiele & Testideen

Testen Sie Optimizely jetzt gratis:

https://www.optimizely.de/

Lernen Sie mehr über Optimizely für Mobile:

https://www.optimizely.de/mobile/

Veröffentlicht in: Mobil
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Best Practices der mobile Optimierung - Wie Sie Besucher zu Käufern machen

  1. 1. MOBILE OPTIMIERUNG ! WIE SIE BESUCHER ZU KÄUFERN MACHEN
  2. 2. FABIAN LIEBIG fabian@optimizely.com Marketing Manager DACH
  3. 3. AGENDA 1. Mobile First: Warum Mobile so wichtig ist 2. Warum sich Händler „Kein Mobile“ nicht leisten können 3. Testing-Beispiele 4. Was Sie Mobile testen können 5. Q&A
  4. 4. www.shopgate.com www.shopgate.com „Wir verändern die Art, wie Millionen von Menschen 
 Dinge kaufen und verkaufen. Weltweit.“
  5. 5. www.shopgate.com www.shopgate.com Filipe da Silva Araujo! Global Partner Manager filipe.araujo@shopgate.com Alexander Köhler! Product Manager alexander.koehler@shopgate.com
  6. 6. www.shopgate.com www.shopgate.com Shopgate • Gegründet 2009 • 150+ Mitarbeiter (wir suchen Entwickler! ;-) • Butzbach, Berlin, London, Warschau, San Francisco, Gilbert • 5.500+ Händler • 17.5+ Millionen App-Downloads • Zusammenarbeit mit Optimizely seit 2014 ! ✓ Global Mobile Commerce Leader
  7. 7. www.shopgate.com www.shopgate.com Agenda • Mobile Is Eating the World: Warum Mobile so wichtig ist • Warum sich Händler „Kein Mobile“ nicht leisten können • Testing-Beispiele
  8. 8. www.shopgate.com www.shopgate.com „Mobile Is Eating the World“ BENEDICT EVANS, Andreessen Horowitz
  9. 9. www.shopgate.com www.shopgate.com Nutzer Online Smartphones Anzahl an Internet Usern Weltweit
 (in Milliarden) Quelle: ITU/ a16z
  10. 10. www.shopgate.com www.shopgate.com 0% 25% 50% 75% 100% 2011 2012 2013 2014 2015* 2016* 2017* Quelle: zanox / Goldman Entwicklung des M-Commerce Anteils
  11. 11. www.shopgate.com www.shopgate.com Quelle: statista Entwicklung der Smartphone und Tablet-Nutzer in DE NutzerinMillionen 0 10 20 30 40 50 2009 2010 2011 2012 2013 2014 27.4 20.8 14.8 3.9 1.6 41.1 37.4 31.0 21.3 14.0 8.4 Smartphone-Nutzer Tablet-Nutzer
  12. 12. www.shopgate.com www.shopgate.com • Fast 50 Millionen Deutsche haben Handy immer dabei • In der Altersgruppe von 14 bis 29 Jahren sind es sogar 83% • Neun von zehn Amerikanern (91%) verlassen nie ohne ihr Smartphone das Haus - Schlüsselbund (84%) und Portemonnaie (79%) Facts Quelle: BITKOM
  13. 13. www.shopgate.com www.shopgate.com Beispiel 4
  14. 14. www.shopgate.com www.shopgate.com • Menschen nutzen ihr Smartphone im Schnitt drei Stunden am Tag • Alle zwölf Minuten aktiviert ein Durchschnitts-Nutzer sein Smartphone Facts Quelle: Alexander Markowetz, Psycho-Informatics: Big Data shaping modern psychometrics
  15. 15. www.shopgate.com www.shopgate.com Kein Mobile? Keine Kekse!
  16. 16. www.shopgate.com www.shopgate.com Sie haben 3 Sekunden! • Preis • Suche • Warenkorb ! (bitte rechts beginnen)
  17. 17. www.shopgate.com www.shopgate.com
  18. 18. www.shopgate.com www.shopgate.com Quelle: Google Mobile Ads Blog
  19. 19. www.shopgate.com www.shopgate.com Besucher pro Tag 40,000 Mobile Besucher pro Tag (25% des Gesamttraffics) 10,000 Conversion Rate Standart-Shop mobil 0.005 Mobile Bestellungen pro Tag 50 Durchschnittliche Warenkorbhöhe 80,- Euro (83,94,- Euro*) Mobile-Umsatz pro Tag 4.000,- Euro -> pro Monat (à 30 Tage) 120.000,- Euro -> pro Jahr 1.440.000,- Euro Conversion Rate mobil optimierter Shop 0.015 Zusätzliche Bestellungen pro Tag +100 Zusätzlicher Mobile-Umsatz pro Tag + 8.000,- Euro -> pro Monat (à 30 Tage) + 240.000,- Euro -> pro Jahr + 2.880.000,- Euro *DurchschnittlicherWarenkorbwert,ShopgateMobileCommerceIndex2014
  20. 20. www.shopgate.com www.shopgate.com 47% 53% Desktop Mobile Case: Jaide Clothing Zalando: 41% Rakuten: 35% Otto: 50% (Ziel 2016) Mobile-Anteil:
  21. 21. www.shopgate.com www.shopgate.com 3,1% 0,9% vor Shopgate mit Shopgate +355% Case: Jaide Clothing
  22. 22. www.shopgate.com www.shopgate.com +8,2% (+19,5%) Testing-Beispiel A B
  23. 23. www.shopgate.com www.shopgate.com +26,7%
 Klicks auf CTA A B Testing-Beispiel
  24. 24. www.shopgate.com www.shopgate.com Eigene Testing-Ideen? alexander.koehler@shopgate.com
  25. 25. www.shopgate.com www.shopgate.com Vielen Dank!
  26. 26. 2. Was Sie mobil testen können
  27. 27. ! 
 ! !
  28. 28. Quelle: Smashingmagazine, 2013
  29. 29. WAS IST A/B TESTING? + 43% Checkouts
  30. 30. WAS IST MOBILES A/B TESTING? ! 
 ! ! Quelle: Trakken
  31. 31. TESTIDEEN FÜR MOBILE 1. Call to Action 2. Formulare vereinfachen 3. Progress Bar 4. Alternative Bezahlmethoden 5. Ablenkungen entfernen 6. Log-In Wall
  32. 32. 1. SICHTBARER CALL TO ACTION - Kontraste schaffen - CTA hervorheben
  33. 33. 1. Call to Action 2. Formulare vereinfachen 3. Progress Bar 4. Alternative Bezahlmethoden 5. Ablenkungen entfernen 6. Log-In Wall TESTIDEEN FÜR MOBILE
  34. 34. 2. FORMULARE VEREINFACHEN - Felder Reduzieren - Keyboard anzeigen - Felder vergrößern
  35. 35. 2. FORMULARE VEREINFACHEN Lassen Sie unnötige Felder weg
  36. 36. 1. Call to Action 2. Formulare vereinfachen 3. Progress Bar 4. Alternative Bezahlmethoden 5. Ablenkungen entfernen 6. Log-In Wall TESTIDEEN FÜR MOBILE
  37. 37. 3. PROGRESS BAR Zeigen Sie Besuchern wie nahe sie dem Ziel sind
  38. 38. 1. Call to Action 2. Formulare vereinfachen 3. Progress Bar 4. Alternative Bezahlmethoden 5. Ablenkungen entfernen 6. Log-In Wall TESTIDEEN FÜR MOBILE
  39. 39. 4. BEZAHLMETHODEN TESTEN - Methode - Darstellung - Reihenfolge
  40. 40. 1. Call to Action 2. Formulare vereinfachen 3. Progress Bar 4. Alternative Bezahlmethoden 5. Ablenkungen entfernen 6. Log-In Wall TESTIDEEN FÜR MOBILE
  41. 41. 5. ABLENKUNGEN ENTFERNEN Quelle: Econsultancy, 2014 & Smashingmagazine, 2013 - Top Navigation entfernen ! - Unnötige Links entfernen ! - Besucher sollten nicht aus dem Check-Out geleitet werden
  42. 42. 1. Call to Action 2. Formulare vereinfachen 3. Progress Bar 4. Alternative Bezahlmethoden 5. Ablenkungen entfernen 6. Log-In Wall TESTIDEEN FÜR MOBILE
  43. 43. 6. LOG-IN WALL - Log-in Wall - Kein “Social Log-in”
  44. 44. 6. LOG-IN WALL - Keine Log-in Wall - “Social Log-in”
  45. 45. NOTEBOOKSBILLIGER Testidee für Mobile:! ! 1. Shoppen ohne Registrierung erlauben 2. Einloggen mit Facebook ermöglichen 3. Warum sollte ich mich registrieren?
  46. 46. 6. LOG-IN WALL Welcher Check-Out wird besser konvertieren?
  47. 47. 1. Call to Action sichtbar machen 2. Formulare vereinfachen 3. Progress Bar ausprobieren 4. Alternative Bezahlmethoden anbieten 5. Ablenkungen entfernen 6. Log-In Wall / Social Log-In gegeneinander testen ZUSAMMENFASSUNG
  48. 48. OPTIMIZELY.DE/MOBILE
  49. 49. Q&A
  50. 50. VIELEN DANK! fabian@optimizely.com

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