Space 48 were invited to speak at The Cartologie network in Lancaster, organised by Manchester Digital. We chose mobile ecommerce as our topic because as an ecommerce agency, we’ve seen first-hand how important it is becoming for ecommerce websites to optimise for tablets and mobile phones, as well as desktops.

1. A North West Retailer’s Journey
To Mobile Ecommerce
By Space 48

2. Your Presenters
Jon Woodall
Oliver Lees
Managing Director
@jon_woodall
Digital Marketing Manager
@space48ers

3. About Us
Founded in 2008
Magento Gold Solution Partner
Specialists in Ecommerce and Digital Marketing
www.space48.com
@space48ers

4. Overview
The Growth & Impact of Mobile on Ecommerce
A North West Retailer’s Journey To Mobile Commerce
Future of Mobile For Ecommerce
www.space48.com
@space48ers

5. The Growth of Mobile
Mobile web adoption is growing
8 times faster
than web adoption did in the 1990s and
1.2 Billion
early 2000s
Source: Nielson
people worldwide are accessing the web
from their mobile devices
63%
Source: Trinity Digital Marketing
of people expect to be doing more
shopping on their mobile devices over
the next couple of years
Source: Latitude
www.space48.com
@space48ers

6. How do Ecommerce sites take full
advantage of this growth?
Each site should use an approach that best suits them. By
conducting research using tools such as Google Analytics and
competitor analysis, any business can find out what’s best for
them, whether that’s an app, a mobile site or a fully
responsive site.
www.space48.com
@space48ers

7. The Impact of Mobile on Ecommerce
61%
30%
of people have better opinions of brands when
of mobile shoppers abandon a mobile transaction
they offer a good mobile experience
if the experience is not optimised for mobile
Source: Latitude
Source: MoPowered
57%
41%
of users say they won’t recommend a business
have turned to a competitor’s site after a bad
with a poorly designed mobile site
mobile experience
Source: Google
Source: Google
www.space48.com
@space48ers

8. Should all Ecommerce sites provide
a mobile solution for their users?
You simply need to give your users what they want. It’s important to
invest your time in building your site with a focus on where the majority
of your users come from first and foremost.
Is there a case when a mobile
solution is not required?
There are still some sites which may see mobile making up less than
5% of total traffic, which tends to happen with B2B ecommerce.
However, mobile is constantly changing, so it’s important to keep
ahead of the inevitable changes in trends.
www.space48.com
@space48ers

9. A North West Retailer’s Journey
To Mobile Ecommerce
www.space48.com
@space48ers

10. Business background info
• One of the UK’s leading equestrian fashion retailers
• Established in 1965
• Went online in 2010
• Moved to Magento Community in 2011
www.space48.com
@space48ers

11. 2011 Mobile and Tablet Traffic
2.2%
With less than 10% of traffic coming to the site via mobile & tablet
devices, the focus from 2011 was to maximise desktop experience.
www.space48.com
@space48ers

12. 2012 Mobile and Tablet Traffic
2012 saw a significant increase in traffic. More importantly, visitors
using Mobile and Tablet devices increased by over 1045% and were
providing over 25% of total visits to the site.
www.space48.com
@space48ers

13. The Key Objective
To provide a better user experience for users on all devices with
the aim of increasing conversion
www.space48.com
@space48ers

14. Some Ways To Achieve This
1. Ensure site usage is touch friendly
2. Retain visual simplicity
3. Minimise scroll distance
4. Improve merchandising
www.space48.com
@space48ers

15. Solutions
Mobile App
Mobile (m. or mobi.) site
Responsive Design
www.space48.com
@space48ers

16. Mobile App
Benefits Of An App?
Purpose built for mobile devices
Provides single tap access
No need to worry about search & optimisation
The Types of Business that choose apps?
Businesses that have a strong retail presence
Businesses that have a strong brand loyalty
Businesses in industries where frequent purchases are made
Great examples of ecommerce apps?
Next, Amazon
www.space48.com
@space48ers

17. Mobile (m. or mobi.) Site
Benefits Of A Mobile Site?
Similar to an app in being purpose built for mobiles
Accessible via any mobile web browser
Site can have specific mobile marketing activity conducted
The Types of Business That Choose Mobile Sites?
Businesses where mobile provides a high share of visitors to their desktop site. For
businesses in industries such as fashion and beauty, a mobile solution is essential due
to the demographic they appeal to, however all business should now consider mobile.
Great examples of Mobile sites?
ASOS, John Lewis
www.space48.com
@space48ers

18. Responsive Design
Benefits Of Responsive Design?
One site for all devices
Future proof for new screen sizes / resolutions
Marketing activity can be focused on a single domain
The Types of Business That Choose Responsive design?
Businesses that may not have resource to maintain separate sites for desktop and
mobile.
Great examples of Responsive design?
Currys, Naylors
www.space48.com
@space48ers

19. The solution chosen was responsive
design
Reasons for this:
• Most cost effective for a long term solution
• Currently most future proof solution
• Least resource intensive
• Deemed most effective for digital marketing activities
www.space48.com
@space48ers

20. Results
Moved to Magento Enterprise and implemented a responsive design in
April 2013
The following results compares:
1st April 2013 – 31st August 2013 vs. 1st April 2012 – 31st August 2012.
www.space48.com
@space48ers

21. The Results: Mobile
•
16% Increase in Pages per Visit
•
53% Increase in Average visit duration
•
22% decrease in Bounce rate
•
99% increase in Conversion rate
•
721% Increase in Transactions
•
862% Increase in Revenue
www.space48.com
@space48ers

22. The Results: Tablet
•
•
37% Increase in Average visit duration
•
23% decrease in Bounce rate
•
121% increase in Conversion rate
•
597% Increase in Transactions
•
www.space48.com
43% Increase in Pages per Visit
597% Increase in Revenue
@space48ers

23. Overview of Mobile and Tablet Traffic
2011
2013
2.2%
Visitors using Mobile and Tablet devices now provide over 38% of
total visits to the site.
www.space48.com
@space48ers

24. Key Takeaway Points
• Analyse the business case for a mobile solution
• Decide on which solution best fits your business
• Find the best agency for your chosen solution
• Embrace mobile – don’t resist it
www.space48.com
@space48ers

25. The Future of Mobile Commerce
Smartphone penetration will reach 75% of the UK population and
tablet penetration will hit 50% in 2014
Source: Internet Advertising Bureau
Data from ComScore indicates mobile users could surpass desktop
users in 2014
Source: ComScore
The total UK m-commerce figure is estimated to rise to from £6.6
billion in 2013 to £17.2 billion by 2017
Source: eMarketer
www.space48.com
@space48ers

26. Presentation by Space 48