Optimising for Mobile

@mcmillanstu

Stuart McMillan,

Deputy Head of Ecommerce, Schuh

#PRWDReveal

WHAT I’LL COVER

• INTRODUCTION TO SCHUH

• CONTEXT

• MOBILE CHALLENGES

• WHY DO WE HAVE A PROBLEM?

• SOLUTIONS

• WORDS OF CAUTION

• RECAP

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INTRODUCTION TO SCHUH

• ESTABLISHED 1981 IN EDINBURGH

• 112 STORES AND GROWING

• WEBSITE LAUNCHED 1998

• MULTICHANNEL

• CUSTOMER FOCUS

• SYSTEMATIC APPROACH

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IT’S COMPLICATED• UK NEXT DAY DELIVERY - ORDER BY 10PM• UK 'CHOOSE YOUR DAY' DELIVERY• UK SUNDAY DELIVERY• UK STANDARD DELIVERY• SHUTL• SCHUH STORE PICK-UP• ONE HOUR BUY & COLLECT• CHECK & RESERVE• COLLECT+• UPS ACCESS POINT™• INTERNATIONAL - ZONE A• INTERNATIONAL - ZONE B• BFPO DELIVERY

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CONTEXT-

OUR MULTI-DEVICE REALITY

CONVERSION RATES (PROPORTIONAL)

MOBILE: DESKTOP : TABLET1.5% : 3% : 2.5%

STANDING STILL WILL MEAN AN OVERALL CONVERSION DROP OF 4%

BY THIS TIME NEXT YEAR

BUT MOBILE IS JUST FOR RESEARCH!

89%OF OUR MOBILE CUSTOMERS HAVE NEVER

SHOPPED WITH US ON ANYTHING BUT MOBILE.

MOBILE IS NOT JUST FOR BROWSING.

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MOBILE CHALLENGES

SLOW AND SMALL• MUST BE FULLY FUNCTIONAL• MUST BE EASY TO NAVIGATE

• MUST BE FAST

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WHY DO WE HAVE A PROBLEM?

95% OF DESKTOP TRAFFIC IS USING A SCREEN WIDTH OF ≥ 1280PX

YOU ARE USING A DESKTOP COMPUTER

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WE NEED SOME FRESH THINKING

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DESKTOP THINKING DOESN’T WORK ANYMORE (AND MAYBE NEVER DID)

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One

How many of you have actually purchased on your website in the past month via mobile?

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Two

Did you do it via 3G/4G?

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ThreeUse this Chrome feature

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FourUse valid, semantic, HTML5

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FiveIt must be fast(sub 2 seconds)

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SixMust be usable by fat fingers

Margin

Padding

Link

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SevenUnderstand where user needs differ from desktop

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Often the differences are smaller than you might think!

• Both browsing and shopping.

• Fewer pages per session on mobile

• Mobile uses homepage slightly more

• Careers page 3x more likely to be visited on desktop

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Eight

Simplify.

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Nine

Interaction Design

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Ten

Test with real people.

And listen to the results

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WORDS OF CAUTION:IT CAN’T BE “MOBILE ONLY”

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And the result?

(one year in)

RECAP

• IT IS ESSENTIAL

• GET THE BASICS RIGHT

• MOVE AWAY FROM YOUR DESKTOP

• TEST

• IT CAN BE DONE

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Thank You.

@mcmillanstu

Stuart McMillan,

Deputy Head of Ecommerce, Schuh

#PRWDReveal