Jaan Matti - Conversion Day 2014

2. Hi

4. Optimizing mobile

5. Current state of mobile:
1/3
Of all e-commerce transactions in
the United Kingdom

6. Current state of mobile:
1/3
Of all e-commerce transactions in
the United Kingdom
40%
Of online Black Friday sales

7. Current state of mobile:
1/3
Of all e-commerce transactions in
the United Kingdom
40%
Of online Black Friday sales
34%
Of all US cell internet users are using
mobile as their main access to web

8. 1/3
Current state of mobile:
Of all e-commerce transactions in
the United Kingdom
40%
Of online Black Friday sales
34%
Of all US cell internet users are using
mobile as their main access to web
53%
Of Facebook’s revenue comes
from mobile

10. 40%
Turn to a competitor’s site
after a bad mobile experience

11. Options

15. Mobile theme on the same URL
Serving different themes using device detection

16. Local maxima
New design

19. Touchscreen
Non-touchscreen

20. Responsive does not always
optimize for behavior.
It optimizes for the screen.

21. Mobile optimization is about :
1) Finding where the opportunities are
2) Knowing why people are not converting
3) Creating treatments for the issues

22. The “Where”

24. Desktop
Mobile visitors have different goals
Mobile

26. Levels reached on the site

27. Levels reached on the site

28. High traffic / Low conversion

29. Allow switching
to desktop

30. Track with
event tracking

31. The “Why”

32. Use online survey software
for finding out why
problems occur

33. 1) What frustrated you
about this site?
2) If you could do
anything, how would you
improve this site?
3) What did you like about
the site?

35. Testing with 5 people
reveals 80% of
usability problems

39. UX

41. Simplify elements
for mobile users.
Define popular
tasks and display
links on the
homepage.

42. Clickable elements
should be large
enough for easy
usability
40x40px

43. Use a decent font
size - at least 14px

44. Shopping carts are
used for creating a
wishlist of
products

45. Visible error
messages

46. Use a “load more”
button instead of
pagination or
endless scroll

47. Product inventory
is judged based on
first results

48. Show how many
products a filter
will return

49. Use click-to-call
when a conversion
can be completed
by a phone call

50. kuler.adobe.com

51. Speed

52. Delivery technologies are getting faster, but the
amount of content we’re cramming in is outpacing
everything

53. Performance affects profits
1 second of additional load time:

54. Performance affects profits
1 second of additional load time:
decrease in page views
11%

55. Performance affects profits
1 second of additional load time:
11%
decrease in page views
16%
customer satisfaction drop

56. Performance affects profits
1 second of additional load time:
11%
decrease in page views
16%
customer satisfaction drop
7%
loss in conversions

59. Speed is a design
constraint
The more you add, the higher
the load times

60. 60% of data
transfer comes
from images.
Use image
compression.

62. Google PageSpeed Yahoo Developer Rules

63. Summary
See how far people get on your site
Levels reached on mobile,
landing page conversion for mobile.
Talk to your visitors
Why are people buying from you,
how are they using your mobile site?
Good UX = Getting things done quickly
Mobile visitors are task-oriented.
Simplify tasks, focus on speed.
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64. Thank You