MOBILE CONVERSION RATE OPTIMISATION WAYNE BASKIN
“Forget the statistics, look at your “Include an analytics” important quote about your presentation here”
About Booktopia
Started in 2004 • • • • •
60 square metres of office Started as a side project Budget of $10 per day Took 3 days to sell our first book Sold only books
12 years later • • • • • •
Over 10 000 square metres of warehouse and office Sell a product every 8 seconds Sell Books, eBooks, Audio Books, DVDs, Magazines, Stationery, Cameras and Optic Equipment BRW Fast 100 6 years running 2014 NSW Telstra Medium Business of the Year 2015 acquired Angus & Robertson and DC Cameras and Optics
The Business Case
80M 1% 800K
Revenue
Conversion Rate Increase
Increased Revenue
Build a business case with clear conversion rate targets
Mobile Site Priorities User Interface Additional Functionality Speed Usability Essential Functionality
Essential Functionality
• Temptation to try include ALL existing functionality • Limited real estate • Limited time to implement • Implement key functionality first
Analyse your analytics to see what your mobile customers are doing
Usability
• • • •
Interactive zones (buttons and links) at least 44px Use input “type” attribute on text fields Use SVG images and icon fonts for retina screens Remember users can rotate their device
Get the basics right first
Usability
Usability
57,616 visitors Decreased conversion rate 2.9%
Usability
36,980 visitors Increased conversion rate 2.6% Increased add to cart 6.0%
Usability
142,900 visitors Increased conversion rate 3.1% Increased add to cart 5.2%
Speed
1sec 0.86 688K
Increase Page Speed
Conversion Rate Increase
Speed equals dollars
Increased Revenue
Speed
• Reduce image sizes • Reduce the number of images • Configure server to compress content • Combine CSS • Combine Javascript • Load Javascript Asynchronously • Cache content • Use tools such as Pagespeed and YSlow
Investigate the use of a CDN / Content Accelerator
Speed
Responsive
Universal design that reflows across displays
Adaptive
Generates templates which are optimized and unique for each device class
Pick the design that suits your needs and capabilities
Summary 1
Build a business case with clear targets
2
Analyse your analytics for essential functionality
3
Get
4
the basics of usability right first
Speed
5
equals dollars
Responsive
or Adaptive. Pick the design that meets your needs
Thank you! wayneb@booktopia.com.au blog.doubleyoubee.com.au @wayne_baskin