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Small Screens, big conversions:
     understanding mobile behaviour

                 Paul Postance
              Gabrielle Hase, Hobbs
            Lee Duddell, WhatUsersDo

#convconf
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
Key Takeouts

• Learn from the Masters
• Ditch your mobile strategy
• Expose yourself to users’ experience




#convconf
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
Potted History


  2011      Apps

  2012                  Traffic

  2013                       Conversion


#convconf
Three Behavioural trends




#convconf
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
2. Tablet Users prefer “full sites”

• More products listed
• Familiar
• Greater interaction control

Sources: Google Understanding Tablet Use Study,
Whatusersdo UX testing




#convconf
Tablet users often let down by Apps and
so called ”optimised” sites
#convconf
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
Getting started on Sainsbury’s
#convconf
User immediately sees it’s mobile friendly
#convconf
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
Paul and Gabrielle




#convconf
Mobile Optimisation


Paul Postance
postancep@gmail.com
The Journey
Desktop

External

Internal
Evolving
Pre-production
            what




qual                    quant




             why
Post-production


     ?
Customer Journey   Post-production




                    Optimisation Programme
Results

<5%             >30%
Thank you


Paul Postance
postancep@gmail.com
Conversion Conference London
                 Mobile User Testing for Hobbs
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.
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.
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.
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.
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.
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.
How to improve mobile conversions
         3 point checklist




#convconf
1. Copy Learn from the Masters

Top 5 sites for mobile UX
(from Whatusersdo testing):




#convconf
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
3. Expose yourself




… to user experience




#convconf
Key Takeouts

• Learn from the Masters
• Ditch your mobile strategy
• Expose yourself to users’ experience




#convconf
www.whatusersdo.com

             Take our UX Survey:
            blog.whatusersdo.com




#convconf

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Whatusersdo - Conversion Conference 2012

  • 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 #convconf
  • 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 #convconf
  • 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 #convconf
  • 12. User immediately sees it’s mobile friendly #convconf
  • 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
  • 16.
  • 18. Pre-production what qual quant why
  • 20. Customer Journey Post-production Optimisation Programme
  • 21. Results <5% >30%
  • 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): #convconf
  • 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

Notas do Editor

  1. Sofa!!