Lyubomir Cholakov - Mobile performance optimisation & impact on sales @ eCommBlitz&Networking

1. Mobile Performance Optimisation
&
Impact on Sales

2. The challenges
Increasing pressure
from 18 million
customers
Aggressive
competition
Lack of internal
capability

3. Agile for continuous improvementCUMULATIVELEVELOFCHANGE
LAUNCHED – SEP
08
REDESIGN
MV G
CHECKOUT
REDESIGN
ASDA
DIRECT
REDESIGN
COLLEAGUE
DISCOUNT
C O LLECT+
RECOMMEND
-ATIONS
WINE
SHOP
MWEB
SAVE FOR
LATER
SELF
SERVICE
RETURNS
PA YPAL
SELF
SERVICE
ACCOUNT
NAMED DAY
IN STORE
KIOSK
DELIVERY
PASS
STICKY
HEADER
TABLET
LOCKERS
& AJAX
TEST AND
LEARN PANGAEA
INSIGHTS
A/B TESTING
INSPIRATIONAL
PRODUCT DETAILS
PAGES
PROJECT
INTERNATIONAL
DELIVERY
2008 2009 2010 2011 2012 2013 2014 2015
ASDA DIRECT
LAUNCH
CLICK & COLLECT
LAUNCH PRICE
ESTABLISHMENT
CONTACT
AVOIDANCEAGILE

4. George.com on mobile
0%
5%
10%
15%
20%
25%
30%
2013 2014 2015
%ofrevenue
Year
• Significant growth
since launch in 2011
• George.com customers
8% above averages for
mobile use

6. Our clients grew 51% more
than the market average last
year
Mobile under the spotlight:
• Site speed reduction of c.75%:
o CONV c.35%* uplift
o IPO c.65%* uplift
o RPV c.45%* uplift
o AOV c.15%* uplift
• AOV sees slightly less uplift as
customers are shopping more
frequently since is site faster
• Trend line predicts continued
improvements in coming months
* Data taken from SiteCatalyst
2
3
4
IPO
0.5
1
RPV
23
28
33
AOV
2.00%
2.20%
2.40%
2.60%
2.80%
3.00%
3.20%
3.40%
Sep-15
Oct-15
Nov-15
Dec-15
Jan-16
Feb-16
Mar-16
Apr-16
May-16
Jun-16
Jul-16
Aug-16
Sep-16
Oct-16
Nov-16
CONVERSION

7. George.com
Top 3%

8. Thank you & questions