Creative Lancashire Cartologie Presentation

A North West Retailer’s JourneyTo Mobile Ecommerce

By Space 48

Jon WoodallManaging Director

@jon_woodall

Oliver LeesDigital Marketing Manager

@space48ers

Your Presenters

About Us

Founded in 2008

Magento Gold Solution Partner

Specialists in Ecommerce and Digital Marketing

www.space48.com @space48ers

Overview

The Growth & Impact of Mobile on Ecommerce

A North West Retailer’s Journey To Mobile Commerce

Future of Mobile For Ecommerce


The Growth of Mobile

Mobile web adoption is growing

8 times faster than web adoption did in the 1990s

and early 2000sSource: Nielson

1.2 Billionpeople worldwide are accessing the

web from their mobile devicesSource: Trinity Digital Marketing


63% of people expect to be doing more

shopping on their mobile devices

over the next couple of yearsSource: Latitude

How do Ecommerce sites take full advantage of this growth?


Each site should use an approach that best suits them. By conducting research using tools such as Google Analytics and competitor analysis, any business can find out what’s best for them, whether that’s an app, a mobile site or a

fully responsive site.

61% of people have better opinions of brands

when they offer a good mobile experienceSource: Latitude

30% of mobile shoppers abandon a mobile

transaction if the experience is not

optimised for mobileSource: MoPowered

The Impact of Mobile on Ecommerce


57% of users say they won’t recommend a

business with a poorly designed mobile siteSource: Google

41% have turned to a competitor’s site after a

bad mobile experienceSource: Google

Should all Ecommerce sites provide a mobile solution for their users?


Is there a case when a mobile solution is not required?

You simply need to give your users what they want. It’s important to invest your time in building your site with a focus

on where the majority of your users come from first and foremost.

There are still some sites which may see mobile making up less than 5% of total traffic, which tends to happen with B2B ecommerce. However, mobile is constantly changing, so it’s important to keep ahead of the inevitable changes in trends.

A North West Retailer’s JourneyTo Mobile Ecommerce


Business background info

• One of the UK’s leading equestrian fashion retailers

• Established in 1965

• Went online in 2010

• Moved to Magento Community in 2011


2011 Mobile and Tablet Traffic

With less than 10% of traffic coming to the site via mobile &

tablet devices, the focus from 2011 was to maximise desktop

experience.www.space48.com @space48ers

2.2%

2012 Mobile and Tablet Traffic

2012 saw a significant increase in traffic. More importantly,

visitors using Mobile and Tablet devices increased by over

1045% and were providing over 25% of total visits to the

site.www.space48.com @space48ers

The Key Objective

To provide a better user experience for users on all devices with the aim of increasing conversion


1. Ensure site usage is touch friendly

2. Retain visual simplicity

3. Minimise scroll distance

4. Improve merchandising


Some Ways To Achieve This

Solutions

Mobile App

Mobile (m. or mobi.) site

Responsive Design


Benefits Of An App?

Purpose built for mobile devices

Provides single tap access

No need to worry about search & optimisation

The Types of Business that choose apps?

Businesses that have a strong retail presence

Businesses that have a strong brand loyalty

Businesses in industries where frequent purchases are made

Great examples of ecommerce apps?

Next, Amazon

Mobile App


Benefits Of A Mobile Site?

Similar to an app in being purpose built for mobiles

Accessible via any mobile web browser

Site can have specific mobile marketing activity conducted

The Types of Business That Choose Mobile Sites?

Businesses where mobile provides a high share of visitors to their desktop

site. For businesses in industries such as fashion and beauty, a mobile

solution is essential due to the demographic they appeal to, however all

business should now consider mobile.

Great examples of Mobile sites?

ASOS, John Lewis

Mobile (m. or mobi.) Site


Responsive Design

Benefits Of Responsive Design?

One site for all devices

Future proof for new screen sizes / resolutions

Marketing activity can be focused on a single domain

The Types of Business That Choose Responsive design?

Businesses that may not have resource to maintain separate sites for desktop

and mobile.

Great examples of Responsive design?

Currys, Naylors


The solution chosen was responsive design

Reasons for this:

• Most cost effective for a long term solution

• Currently most future proof solution

• Least resource intensive

• Deemed most effective for digital marketing activities


Moved to Magento Enterprise and implemented a responsive design in April 2013

The following results compares:

1st April 2013 – 31st August 2013 vs. 1st April 2012 – 31st August 2012.

Results


The Results: Mobile• 16% Increase in Pages per Visit

• 53% Increase in Average visit

duration

• 22% decrease in Bounce rate

• 99% increase in Conversion rate

• 721% Increase in Transactions

• 862% Increase in Revenue


The Results: Tablet

• 43% Increase in Pages per Visit

• 37% Increase in Average visit duration

• 23% decrease in Bounce rate

• 121% increase in Conversion rate

• 597% Increase in Transactions

• 597% Increase in Revenue


Overview of Mobile and Tablet Traffic

Visitors using Mobile and Tablet devices now provide over

38% of total visits to the site.


2.2%

2011 2013

Key Takeaway Points


• Analyse the business case for a mobile solution• Decide on which solution best fits your business• Find the best agency for your chosen solution

• Embrace mobile – don’t resist it

The Future of Mobile Commerce


Smartphone penetration will reach 75% of the UK population and tablet penetration will hit 50% in 2014

Source: Internet Advertising Bureau

Data from ComScore indicates mobile users could surpass desktop users in 2014

Source: ComScore

The total UK m-commerce figure is estimated to rise to from £6.6 billion in 2013 to £17.2 billion by 2017

Source: eMarketer

Presentation by Space 48

Technology

Creative Lancashire Cartologie Presentation