MOBILE CONVERSION RATE OPTIMISATION

WAYNE BASKIN

 

“Include an important quote about your presentation here”

 

“Forget the statistics, look at your analytics”

 

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

  

Revenue Increased Revenue

  

 

80M 1% 800K   

Conversion Rate Increase

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

  

Increase Page Speed Increased Revenue

  

 

1sec 0.86 688K   

Conversion Rate Increase

Speed equals dollars

  

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

  

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

Speed    

  

  Summary  

Build a business case with clear targets1  

Analyse your analytics for essential functionality2  

 Get the basics of usability right first3  

 Speed equals dollars 4  

 Responsive or Adaptive. Pick the design that meets your needs 5  

Thank you!

wayneb@booktopia.com.au blog.doubleyoubee.com.au

@wayne_baskin