Lee Duddell from WhatUsersDo presentation on User Experience & mobile behaviour

1. Small Screens, big conversions:
understanding mobile behaviour
Paul Postance
Gabrielle Hase, Hobbs
Lee Duddell, WhatUsersDo
#convconf

2. WhatUsersDo
• Europe’s leading user insight and testing service
• Capture User Experience in videos (with users’ voice)
• Mobile and Fixed Web tests (and both)
#convconf

3. Key Takeouts
• Learn from the Masters
• Ditch your mobile strategy
• Expose yourself to users’ experience
#convconf

4. We’ll be covering…
1. Mobile History
2. 3 behavioural trends & what they mean
3. Paul Postance “on how we did it”
4. Gabrielle Hase UX insights
5. 3 point mobile checklist
#convconf

5. Potted History
2011 Apps
2012 Traffic
2013 Conversion
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6. Three Behavioural trends
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7. 1. Search on SmartPhone buy on PC
67%
of users start on
a SmartPhone
& finish on a
computer (Google)
• Re-think ”What is a mobile conversion”?
• Share search to checkout later?
#convconf

8. 2. Tablet Users prefer “full sites”
• More products listed
• Familiar
• Greater interaction control
Sources: Google Understanding Tablet Use Study,
Whatusersdo UX testing
#convconf

9. Tablet users often let down by Apps and
so called ”optimised” sites
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10. 3. Less tolerance of poor mobile UX
• Some are doing it really well
• Greater user confidence & knowledge
• Devices move from novelty to utility
Source: Whatusersdo UX testing
#convconf

11. Getting started on Sainsbury’s
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12. User immediately sees it’s mobile friendly
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13. What this means
• Redefine SmartPhone conversions and
primary user goals
• Tablet sites should offer same as desktop
… with a UI presentation layer that’s
optimised for UX
#convconf

14. Paul and Gabrielle
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15. Mobile Optimisation
Paul Postance
postancep@gmail.com

17. The Journey
Desktop
External
Internal
Evolving

18. Pre-production
what
qual quant
why

19. Post-production
?

20. Customer Journey Post-production
Optimisation Programme

21. Results
<5% >30%

22. Thank you
Paul Postance
postancep@gmail.com

23. Conversion Conference London
Mobile User Testing for Hobbs

24. What We Know
• Hobbs mobile traffic as a % of overall traffic is growing
• Conversion isn’t
© Soleberry Advisory Ltd. Soleberry Advisory Ltd. does not make any representations, warranties, or commitments with
regard to any data or information supplied herein. If you rely on any data or information, you do so at your own risk.

25. What We Tested
• Two basic tasks
+ Search for a dress
for a function, your
budget is £ 150
+ Search for your
nearest store
© Soleberry Advisory Ltd. Soleberry Advisory Ltd. does not make any representations, warranties, or commitments with
regard to any data or information supplied herein. If you rely on any data or information, you do so at your own risk.

26. What We Learned
• Search must work!
• Site must perform!
© Soleberry Advisory Ltd. Soleberry Advisory Ltd. does not make any representations, warranties, or commitments with
regard to any data or information supplied herein. If you rely on any data or information, you do so at your own risk.

27. What We Learned
© Soleberry Advisory Ltd. Soleberry Advisory Ltd. does not make any representations, warranties, or commitments with
regard to any data or information supplied herein. If you rely on any data or information, you do so at your own risk.

28. What We Learned
• Some things are as clear as
mud
© Soleberry Advisory Ltd. Soleberry Advisory Ltd. does not make any representations, warranties, or commitments with
regard to any data or information supplied herein. If you rely on any data or information, you do so at your own risk.

29. What We Learned
• Using the phone’s
mapping and calling
functions works well
• It has to be functional
but people still want the
brand experience
© Soleberry Advisory Ltd. Soleberry Advisory Ltd. does not make any representations, warranties, or commitments with
regard to any data or information supplied herein. If you rely on any data or information, you do so at your own risk.

30. How to improve mobile conversions
3 point checklist
#convconf

31. 1. Copy Learn from the Masters
Top 5 sites for mobile UX
(from Whatusersdo testing):
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32. 2. Ditch your mobile “strategy”
Include mobile as a matter of course in your
conversion process;
• Expose yourself to user feedback
• Speak to your call centre
• Test, measure and iterate, then test again
• Make decisions on insight not hunches
or latest trends
#convconf

33. 3. Expose yourself
… to user experience
#convconf

34. Key Takeouts
• Learn from the Masters
• Ditch your mobile strategy
• Expose yourself to users’ experience
#convconf

35. www.whatusersdo.com
Take our UX Survey:
blog.whatusersdo.com
#convconf