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Paul buchanan mobile_finalv
- 1. TODAY • State of the Mobile Market • PayPal & mobile • Understanding the mobile user • Mobile Web Vs Native Apps • The importance of mobile optimisation • Mobile First 1
- 2. IT’S A POST-DESKTOP WORLD Smartphones Tablets • Smartphone sales overtook PC sales in 2011 • More ipads sold in Q4 2011 than any manufacturer sold PCs • More people have a mobile phone than have • 22% of all PCs and tablets shipped are either electricity or fresh drinking water tablets • By 2014, the mobile phone will be the • Tablet users are more inclined to principle means of accessing the internet purchase The first time somebody sees your site or brand may be on a mobile device 2
- 3. LAST YEAR, MORE SMARTPHONES WERE SOLD THAN COMPUTERS Global Internet Device Sales 900 Millions 800 Tablets 700 600 500 400 Smartphones 300 200 100 Personal Computers 0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011E Source: Gartner, IDC, Strategy Analytics, company filings, Business Insider 3
- 4. BUT IT’S STILL EARLY: IN A FEW YEARS, MOBILE DEVICES WILL DOMINATE PCs Global Internet Device Sales 3,000 Millions 2,500 Tablets 2,000 1,500 We are here Smartphones 1,000 500 Personal Computers 0 Source: Gartner, IDC, Strategy Analytics, company filings, Business Insider 4
- 5. : • Highest smartphone adoption worldwide – 52% (ourmobileplanet.com IPSOS Apr 2012) • Second highest iPhone penetration – 48% (IPSOS June 2011) • 2 out of 3 phones now sold are smartphones (GFK – July 2011) • 500,000 Unique visitors to mobile web/day (86% YoY growth) ( Nielsen – Jan 2012) • Mobile shopping searches increased 220% YoY (Google - Jan 2012) • 25% of 2011 Xmas related shopping searches on mobile (Google - Jan 2012) • • • • •
- 6. ENABLE CUSTOMERS TO SHOP AS THEY WISH Deliver an easy checkout experience across all devices & channels. SOCIAL WEB TABLET “It’s not about eCommerce for PayPal any longer – PHONE it’s Commerce. We are firmly in the center of it.” - John Donahoe, CEO eBay 6
- 7. TAP, TAP, DONE. MINIMAL STEPS FOR EASIER SHOPPING Quick & Easy Checkout Drives Higher Conversion: Shipping address & payment information are already stored in the PayPal wallet CHECKOUT LOGIN REVIEW DONE! Mobile Express Checkout 7
- 8. TAKING ADVANTAGE OF MOBILE’S CAPABILITIES & UBIQUITY PROMOTIONS & COUPONS LOYALTY MOBILE SELF-SCANNING & ECOMMERCE SELF-CHECKOUT IN-STORE PRICE PAYMENT COMPARISON STORE LOCATION SHOPPING LISTS 8
- 9. 53% OF SHOPPERS HAVE STOPPED AN INSTORE PURCHASE BECAUSE OF THEIR PHONE Interactive Advertising Bureau, Mobile Phone Shopping Diaries May 2012 73% have used their mobile instore to: • Check prices • Take a photo SELF-SCANNING & • Send to others SELF-CHECKOUT • Find product details • Find nearby sellers • Check for deals IN-STORE PRICE COMPARISON 9
- 10. Commerce…..Anytime, Anywhere, Anyway 10 Confidential and Proprietary
- 11. UNDERSTANDING THE MOBILE USER: #1 reason for purchasing on mobile* 76% say: “convenience” *Source: Nielsen M Commerce Secure Insights 2011 REASONS TO BE MOBILE: “I’M LOCAL” “I’M BORED” “I’M COMMUTING” “I’M MICRO-TASKING” LIMITATIONS: SCREEN-SIZE DEXTERITY TIME – MISSION FOCUSED Anytime, Anywhere IMPACTS: SEARCH TIME NAVIGATION Internet access from mobile device peaks during transit and also at night 11
- 12. WHEN ARE THEY USING? Internet access from mobile device peaks during transit and also at night… 12 Source: Insight Express
- 13. DIFFERENCES BY DEVICE Source: Comscore 13 Source: Comscore
- 14. 14 Confidential and Proprietary
- 15. MOBILE SHOPPING: TABLET VS. PHONE • Used primarily at home • Used everywhere • Shared device • Individual device • Large screen, better • Small screen, infinitely interaction, portable portable, taken everywhere • 61% apps / 39% web • 85% apps / 15% web • Browse-to-buy conversion 2x • Mobile traffic 2x higher than higher than smartphones tablets • ASP of ~$80 • ASP of ~$60 Different usage -> different shopping optimization strategies 15 Sources: eMarketer, US Mobile Commerce Forecast, Jan. 2012; Arbitron Mobile, May 2011; IBM; PayPal
- 16. APPS VS M-SITES ?? 16
- 17. 17 Confidential and Proprietary
- 18. R U MOBILE OPTIMISED? Unoptimised :o( Optimised ;o) 18 Confidential and Proprietary
- 19. ARE YOU MOBILE OPTIMISED? CASE STUDY: bestofferbuy.com A/B test BEFORE OPTIMISATION: • Site difficult to view and navigate • Text too small to read • User needs to ‘pinch & scroll’ to find items • Difficult to be accurate tapping links Average Bounce Rate: 61% Average Time on Site: 02:35mins Average Page Visits: 3.13 AFTER OPTIMISATION: • Better, more intuitive, navigation • Easy to use search • Bigger buttons and links Average Bounce Rate: 7.41% Average Time on Site: 04:48mins Average Page Visits: 8.19
- 21. RECOMMENDED READING: LUKEW.COM
- 23. EXPEDIA
- 24. SIMPLICITY
- 25. VISUAL HIERARCHY
- 26. WEBJET MOBILE EFFICIENCIES LEAD TO DESKTOP RE-DESIGN 26
- 27. KILLING TIME
- 28. DESIGNING A GREAT MOBILE EXPERIENCE - TIPS Minimize data entry and scrolling whenever possible: • Allow shoppers to find what they need with minimal clicks/scrolling • Use expandable sections when possible so most content fits on screen Make sure links and buttons are large enough to click on with small screens. Use high quality graphics Best information design – visual hierarchy Page load 3-5 sec max Eliminate re-directs Reduce dependencies on heavy javascript – minify your code 28 Confidential and Proprietary
- 29. BUILD THE BEST USER EXPERIENCE Make checkout fast and easy – leverage auto-populate functionality when possible and provide ‘progress bar’ at top. Allow users to checkout as guests (without lengthy login) Automatically save the users cart contents for return visits Keep the design simple and clean- it is not necessary to put entire website offerings on a mobile device 29 Confidential and Proprietary
- 30.
- 31. PAYPAL HERE: HELPS MERCHANTS GET PAID, ANYWHERE, ANY TIME 31