bricks + mobile 2011 - mcommerce - why user experience matter more with online retail
DESCRIPTION
The ubiquity of mobility creates opportunities to develop purpose-driven destinations and experiences to make the most of every touch point. Mobile doesn’t live in a silo and the rest of your marketing shouldn’t either. The varying contexts of the mobile consumer must be thoughtfully considered when deciding which mobile commerce services to offer, which mobile technologies to support and how cross-channel engagement should consider often mobile consumers. An optimized Mobile User Experience – from initial engagement to task completion – is critically important to usage and adoption of mobile services. The most successful Mobile Commerce solutions have services that are easy to discover, intuitive to use and enable simple completion of the desired tasks at (or in!) hand.TRANSCRIPT
mCommerce: Why User Experience Matters
More Than With Online Retail
Dave Lawson - Director of Mobile Engagement, KnoticeTodd Shingler - Founder, Mobile Perspectives
[email protected] @toddshingler
Help clients develop and execute mobile strategies to effectively engage their customers
12 yrs @Nortel: Devt, Prod Mgt, Solns Apps/Svcs (Dallas, Munich, Paris) 8 yrs @MobileAware Products, Sales, CEO Mobile Web/Apps, Mobile Self-Care (Dublin, Chicago) Mobile Perspectives
[email protected] @daveinsales
Helping brands change the way they communicate with their customers.
Tradeshows/Corp Events Local Interactive Media Group Messaging Early LBS Mobile Agency Knotice
Agenda• Setting the Stage• Giving Context to Context
• The Wired Web vs. Mobile Web Paradigm• Deeper Dive Into Context Driven Behavior
• User Experience Drives Mobile Commerce Success• Making it Easy to Discover, Access, Engage
• Mobile Email Usage in Retail and Implications• Enabling Simple, Intuitive Task Completion
• Dedicated Mobile Buy-flow and Results• Breakout Session Exercise / Examples
• Download QR reader now• Q & A
Setting the Stage
User Experience DrivesMobile Commerce Success
The most successful Mobile Commerce solutions have services that are easy to discover, intuitive to use and enable simple completion of desired tasks.
Defining The Mobile Channel
Direct Digital
• SMS/MMS• Email• In-app• Permission
Based
Mobile Web
• Device Optimized
• User Optimized
• Content Targeting
Apps
• Device Specific • Screen sizes• Native
Features• App stores
Mobile Ads
• Mobile search• Mobile
banners• SMS riders• Apps
Other
• Video & Games
• Music• Ringtones &
wallpaper• Acquisition &
Awareness
• QR, MS Tag• Key connector
from physical to digital worlds
2-D Barcodes
• News Feeds, Tags
• Acquisition and Promotion
• Destinations
Social
• Relevancy• Segmentation• Targeting• Foot traffic
LBS
• News Feeds• Acquisition
and Promotion• Destinations
Social
• Catalogs• Carts• Mobile Buy
Flows
m-Commerce
Mobile Technology Adoption Funnel
SMS & MMS
Mobile Web
Apps
Tagging
Interaction
Cutting edge experiences
and perception
Reach & convenience
More than 90% of customers want Web experiences that are optimized for mobile
Frustration builds when marketers don’t deliver
Giving Context to Context
The Wired vs Mobile Web ParadigmContext Driven Behavior
Wired Web vs. Mobile Web
What’s the difference?
Wired Web
• User context is static
• Users can rapidly consume and navigate content
Mobile Web
• User context is dynamic
• Users are constrained in consuming and navigating content
Traditional Wired Web Paradigm
Wired Website
Static Context
Awareness Consideration Desire Action Retention
Rapid ContentConsumption
Microsite Landing Page
Mobile Web Paradigm
Awareness Consideration Desire Action Retention
Dynamic User Context
Anywhere In-Store Using Product OnlineOn-Location Backyard
Connectors w/Call-To-Action
2D Barcode SearchSMS Etc.
Purposeful and Relevant Mobile Web Experience
Mobile Web Paradigm
Awareness Consideration Desire Action Retention
Dynamic User Context
Anywhere In-Store Using Product OnlineOn-Location Backyard
Connectors w/Call-To-Action
2D Barcode SearchSMS Etc.
Purposeful and Relevant Mobile Web Experience
Wired Web Mobile Web
• Dynamic User Context
• Users are constrained in consuming and navigating content
Microsites
Landing Pages Larger Number of Smaller, Highly Relevant Mobile Web Experiences
Multi-PurposeSite
Mobile Web Mindset
Simple & intuitive UI; responsive interactions
On the go, impatient, limited multi-tasking
Understanding the Mobile Context
Task-oriented, want purposeful interactions
Enable Successful Task Completion
Low tolerance for poor user experience
Deliver – you may not get a second chance!
Focus on mobile appropriate services
Anticipate consumer needs – why here?
…and about that thing they are carrying?• Smartphones are the ultimate shopping assistant:
• Maps with built in GPS• High-speed Internet including every
competitors website• Applications enabling comparison shopping• Communication tool with voice, chat, text messaging,
email, video, social network integration• Camera that also serves as a scanner• Soon, NFC and other mobile payment capabilities
Untapped Mobile Consumers?
•27% Smartphone penetration at E2010, growing to 51% by E2011•Focusing on Smartphones leaves 150M+ mobile consumers untapped•Use text messaging, mobile-friendly email, QR codes to enable engagement; mobile web and apps to continue deeper engagement
Source: comScore 2010 U.S. Digital Year in Review; InsightExpress Mar 2011
Make it Easy to Discover, Access, Engage
QR Codes to initiate engagement, incl. links
Text to/from mobile campaigns, incl. links
Device Detection and automatic redirects
Mobile-Friendly Email formats, ‘if mobile’ links
Downloadable apps in prevalent app stores
Educate, promote across marketing channels
Cross-link web and mobile sites
Best Buy – QR Codes
Enable Simple, Intuitive Task Completion
Deliver appropriate size images and text
Targeted ‘experiences’ from Text, QR codes
Use device capabilities, e.g. geo-location
Clean, intuitive purpose-driven design
Minimize clicks, typing, zooming, scrolling
Personalize thru loyalty, CRM system integration
Offer options, e.g. text for info if no QR reader
Real Examples of Optimized Mobile Today
More than 50% of all Internet users ages 18-39 check email on their mobile phone
Email leads online activity for both mobile and nonmobile users
Knotice Mobile Opens Reporting
To get your own email analysis for free, email: [email protected] with subject “email mobile analysis”
Mobile
iPhone % iPad % Android % Windows % Blackberry % Palm % Mobile %
Total- Associations, B2B, Cable, Telco, Consumer Products, Services, Education, Entertainment, Financial Services, Health Care, Hospitality, Retail
8.74% 2.00% 1.92% 0.31% 0.15% 0.25% 13.36%
Retail 11.99% 3.73% 3.73% 0.28% 0.08% 0.27% 20.08%
Brand X “Family” Brand 14.83% 4.95% 1.65% 0.22% 0.06% 0.35% 22.07%
Brand X “Metro“ Brand 24.29% 4.42% 2.87% 0.19% 0.24% 0.38% 32.38%
155 mm random sampling of emails, 3 month period. Broken out by day, time, geo, segment, brand
How to make it better? Alter current templates- CTA, text links
Link to a Mobile Friendly version ID mobile-only profiles and send dedicated template
Auto-redirect on click to mobile landing page Offer-specific mobile buy flows
Dedicated Mobile-buy flows perform
• National service provider brand• Unpromoted launch/deployment• Month 1- recognized 370+ conversions ($335,000+)• Month 2- recognized 770+ conversions ($690,000+)• Significant Over-index On Previously Hard to Reach
• 20’s, low income, college degree• Hispanic, single parents, no college, low income• Black, urban, poor• High income, college degree, single, disposable income
• Understand and Leverage the Mobile Context• Make it Easy to Discover, Access, and Engage• Enable Simple and Intuitive Task Completion• Be Inclusive and Reward Usage
Keys to Optimizing Mobile Commerce User Experience
Walmart.com
Full Site
User Experience: -5 points for over-simplified feature phone UI
Mobile Site
Target.com
Full Site Mobile Site
Impact of Poor User Experience“A sub-par web user experience results in:• 78% of site visitors go to competitor site• 88% of site visitors are less likely to return• 47% of site visitors left with a less positive
perception of company” – Equation Research
“The impact of each 1 second response delay:
• 7% reduction in customer conversions
• 16% decrease in customer satisfaction
• 11% decrease in page views”
– Aberdeen
How to disengage a mobile consumer:
Breakout Session Exercises!
Text ‘BM2011’ to 67463, enter: http://goo.gl/rBjCV or scan:
Breakout Session Exercise 1• Click the 1st link and try to find the
closest Walmart store to us.• Do you know what zip code you are in
right now?• Now click the 2nd link and try to find
the closest Walmart store to us.• Particularly on an iPhone, this should
be significantly easier…
Walmart.com – Find Closest Store
User Experience: -2 points for not indicating the distance
Target.com – Find Closest Store
User Experience: -5 points for not using geo-location
Breakout Session Exercise 2• Click the 1st link and see if you can find out how much an
8GB iPod Touch is.• Now click the 2nd link try it again.
Target.com – Buy 8GB iPod Touch
Walmart.com – Buy 8GB iPod Touch
User Experience: -10 points for not having mobile checkout
User Experience To Do
List: Understand and Leverage the Mobile
Consumer Context
Develop Mobile Marketing Strategy
to complement and cross-promote
Web, In Store, other channels
Ensure services are easy to
discover, access and engage
Enable Intuitive and Simple Task
Completion
Be Inclusive and Reward Usage
Optimize Mobile Website, ideally for
all mobile devices
Incorporate Text Messaging, QR
codes, Mobile-Friendly Email
Consider Downloadable Mobile Apps
for prevailing Smartphone and
possibly Feature Phone platforms
Don’t be a sheep following the mobile herd!
• Consider the context that drives and the customized experience• Make the most of every touch point- think “Agile Commerce” • Understand where mobility fits with your consumer’s 360 Degree view• Innovate and deliver your correct solution, not something canned
Jean-Luc Cornec's Telephone Sheep
THANK YOU!!