Success for retailers is mobile

Proprietary + Confidential
Success for
retailers = mobile

Bas Jansen
Sr. Conversion Specialist - Google
Why the best retailers are winning on mobile
And how you can become one of them

Proprietary + ConfidentialProprietary + Confidential
Something better is out there, but it’s not being used
Source: L2 Inc. October 2017
88%
UNIQUE MOBILE UX
MIRRORS DESKTOP
EXPERIENCE

Mobile is dominating certain categories
Source: Google Internal Data - Netherland - H1 2018
Share of devices in search terms

Brands believe their experience on mobile is good
Source: Google Research Jul-Aug 2018 - 637 respondents across 18 countries, mix of verticals and roles
89% 85%
of Dutch companies think their UX on mobile is
on par or better than competition
of Dutch companies think their speed is
on par or better than competition

Last year, these were the mobile masters
Source: Think With Google - February 2018
Which retail brands have the most user-friendly mobile sites in NL and BE?

Competition is not necessarily domestic
Source: SimilarWeb - Sept 25, 2018

Users generally have a poor experience on mobile
Excellent Good Fair
Poor
8.6s
3s 5s 8s
testmysite.withgoogle.comSource: Think With Google - September 2017

There are many ways to improve the
mobile web experience

Smart
Bring easy sign-in to the mWeb
Speed
Make the mWeb faster
Simple
Make the mWeb more easy to
use
Key ingredients for a better mobile web experience
1
2
3

A one second delay in page load
times can impact mobile
conversions by up to 20%
20%
Source: Think With Google - 2017
#Speedup

https://speedcurve.com/blog/web-performance-page-bloat/

Source: https://webmasters.googleblog.com/2018/01/using-page-speed-in-mobile-search.html
Source: https://developers.google.com/web/updates/2018/07/search-ads-speed
Speed is now
a landing
page factor
for Google
Search and
Ads

Accelerated Mobile Pages (AMP) can help you
#speedup
Source: Ampproject.org
+80%
Mobile Conversion Rate
-66%
CPA

Source: Ampproject.org

Landing Responsive
(NO-AMP)
+33%
LTR
First View
2,1’’
3,00’’
Fully Loaded
3’’
9,9’’
+31%
CTR
70%
30%
Telefónica used Drafts & Experiments for A/B
Testing and achieved +33% Leads through the
AMP landing page

25%
improvement on overall loading time
within five months.
+0.7%
100 millisec loading time improvement
led to a 0.7% uplift in revenue per session.
Learning
“A small and fast webpage will make
your customers happy and
will result in more conversion.”
Source: Zalando Blog - June 2018

Smart
Bring frictionless sign-in to the mWeb
Speed
Simple
use
Key ingredients for a better mobile web experience
1
2
3

Users will give up if they don’t
remember a username or password
92%

Bring easy sign-in to the (mobile) Web
Simple web sign-up with One Tap Sign Up
● 1-tap sign-up, could be anywhere
● Streamlined UX
● Passwordless account security
Source: Google Developers

Bring easy sign-in to the (mobile) Web
Source: Google Developers

Challenge
In order to make a purchase, users are required to enter
their account information each time, which can be
unpleasant. Users sometimes forget their login
information, requiring them to leave the app and reset
their passwords.
Solution
After implementing Smart Lock on Chrome with the
Credential Management API, there was a 85% drop in
failures during sign-in and a 60% decrease in time spent
signing in.
Source: AliExpress case study on Google Developers
AliExpress has seen an 85% drop in sign-in failure rate

If people have a negative
experience on mobile,
they’re 62% less likely to purchase
from you in the future.
62%

warbyparker.com tuftandneedle.com nest.com
Display a clear CTA above the fold (specialty retail)

Problem to solve:
● How do I make the buying process as easy as possible?
● If a user doesn’t want to convert in the moment, how do
I get them to do so later?
❏ Can edit quantity in cart
❏ Facilitates x-device with ‘Move to Wishlist’, ‘Pickup
Instead’, as well as ‘Email My Bag’
❏ Checkout by guest as default
❏ Exit points limited once past cart
❏ Shows checkout is secure
❏ Use pagination for multi-step checkout process
❏ Uses descriptive CTAs like ‘Choose Shipping Rate’
rather than ‘Continue’ or ‘Next’, which gives users a
expectations around next steps
Cart/Conversion best in class: Zumiez

lyst.com revolve.com asos.com
Don’t redirect after adding to cart, instead use a modal with options

Lyst: Upgraded the add-to-cart process- Adding pop
out add to cart rather than redirecting to cart page
● 4% higher average order value
Additional info:
● Give users the option to
○ keep shopping (x out or keep shopping button)
○ view bag
○ or checkout directly
Before
User redirected to the cart
After
Add-to-cart notification
Case Study: LYST

Source: Think With Google | DDMA.nl - https://cromaturitytest.nl/
What should you do? #CRO - Process
vidaXL’s test-and-learn
culture drives success in a
competitive market
Returning visitors’ conversion rate +10%
Number of returning visitors +18%
Established a research-driven user
experience strategy and gegan conducting
between three and five A/B tests per week

Companies need to make cultural changes to achieve success
Smart
Bring frictionless sign-in to the mWeb
Speed
Simple
use
1
2
3
If sign-in is difficult...
Up to 92% of people will abandon
If your mSite is slow...
Conversions drop by up to 20%
for every second delay
If your mSite is hard to use...
62% are less likely to purchase
from you in the future.
Build a CRO culture
Build a web performance
culture
What? Why? How?

Success in the future means a mobile focus today
Education & Training
If teams are always fixing
the past, your website will
rapidly fall behind the
experience your
consumers expect.
Prioritization
Product teams often
prioritise work they know
how to estimate, rather
than new features where
it’s hard to assess the
impact.
Culture
Many brands claim to be
mobile-first, but don’t
have the processes and
culture in place to be really
mobile focused.
Do you design, build and test for
mobile?
Source: Think With Google - July 2018

What might the future bring?
Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Measures your living
room
Only shows furniture
that fits
Bridges online & offline

What might the future bring?
Source: Google Tango measure
“With the power of AR and Chrome,
you’d be able to place a virtual rendition
of a couch in your living room, right from
your smartphone.”
Source: Official Google Blog - September 2018
Rahul Roy-Chowdhury
Vice President, Chrome and Chrome OS

> Image
Optimization Guide
Fix Speed Work with
performance
budgets
Fix UX Grow CRO
maturity
Success in the future starts today
> DDMA CRO
Maturity Test
> Estimate your Revenue Impact
> Google
Developers
> Retail

THANK YOU

Success for retailers is mobile

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Success for retailers is mobile