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Zac Cook

Igor Faletski

October 15, 13

1

Ten Tweaks to Drive
Mobile Sales this
Holiday Shopping
Season

Copyright 2013 Demandware, Inc. All other rights reserved.
Agenda
1.

Intro to Demandware + Mobify

2.
3.

How to Unify Your Shopping Experience
Responsive Web Design Pros and Cons

4.

Going Responsive:
Which Approach is Right for You?

5.

10 Simple Yet Effective Mobile Website Tweaks

6.

Q&A with Igor Faletski of Mobify
Demandware Connects Brands and Consumers
to Move Faster, Grow Faster

The Demandware Model
User Empowerment
Innovation and LINK
Client Success:
Retail Practice, XChange
Collaboration Center

Benefits to your brand
Merchant/Marketer/Developer
control
Global and channel expansion
Identify and prioritize key revenue
driving programs
99.99% average uptime

October 15, 13

3

Copyright 2013 Demandware, Inc. All other rights reserved.
Demandware Responsive
• Placeholder for Demandware
mobile/responsive slide

October 15, 13

4

Copyright 2013 Demandware, Inc. All other rights reserved.
What is Mobify?
Mobify helps businesses delight their users through fast,
responsive websites.

Technology + Services
Demandware + Mobify
Together, Demandware and Mobify accelerate commerce
innovation.
Through the LINK Technology Partner Program
Demandware clients can quickly and easily deploy Mobify
solutions through a pre-built integration.
Agenda
2. How to Unify Your Shopping Experience
3.
4.

Responsive Web Design Pros and Cons
Going Responsive:

5.

Which Approach is Right for You?
10 Simple Yet Effective Mobile Website Tweaks

6.

Q&A with Igor Faletski of Mobify
Responsive Web Design

www.website.com

A responsive website is one that automatically
reformats itself to suit different screen sizes. A
responsive website does not redirect users to
separate mobile or tablet sites.
Increase Mobile Revenue
Websites that are optimized for the user
experience across all channels see:

•

Better conversions

•

More engagement

•

Greater average order values
Responsive Spotlight / Skinny Ties

Results
All Online Channels
• +42% revenue growth
• +44.6% visit duration
iPhone
• +377.6% revenue growth
• +71.9% conversion rate
10 Tweaks to Drive Mobile Sales during the 2013 Holiday Shopping Season
100%
90%

Mobile Performance

eCommerce sales lost
due to load time

80%
70%
60%
50%
40%
30%
20%
10%
0%

Source: Amazon Web Team (~1% conversion loss per 100ms)
/
Almost 25% of all online shopping on Black Friday
in 2012 was done on mobile and tablet devices.
Source: Internet Trends 2013
Web-influenced offline sales and
online sales combined account for
more than half of the $3.3 trillion
total retail spend in the US. 
Source: Forrester Research
Agenda
3. Responsive Web Design Pros and Cons
4.

Going Responsive:
Which Approach is Right for You?

5.
6.

10 Simple Yet Effective Mobile Website Tweaks
Q&A with Igor Faletski of Mobify
One Strong Online Presence
Responsive web design unifies your:
• User experience
• Team
• Code base
• Platform
• Release process
Best Practice
Industry experts prefer
responsive web design as a
mobile web development
approach and Google
considers it an SEO best
practice.
Good for Marketing
Links shared via social
media and email always
work when a website has
one URL (no redirects).
High Cost
A lot of labour, money,
testing and risk is
required to build a
responsive website from
scratch.
Performance is Not Guaranteed
The average weight of a web page today : 1.3MB

CSS

77% of the weight is images and JavaScript

Others

HTML

JavaScript

Flash

Images
Agenda
4. Going Responsive:
5.

Which Approach is Right for You?
10 Simple Yet Effective Mobile Website Tweaks

6.

Q&A with Igor Faletski of Mobify
Responsive Web Design: What to Consider
Time to market

Scalability

Budget and ROI

Risk and security

User experience

Resources and skill
Responsive
Rebuild
Unified User Experience
One URL and consistent branding across all
channels
Simplified Process
Easy to maintain and content is updated in realtime
Scalability
Ready to support modern mobile devices,
tablets
and new devices not yet invented
Performance Enhancements
Automated optimizations for images, JavaScript, CSS, and HTML
that speed up load times

Feature Parity and Granular Control

Business logic leveraged while content, layout and specific elements
can be easily manipulated

Quick to Market
No website rebuild needed

Responsive With
Mobify
Demandware Customer Spotlight / Perry Ellis
Mobify Customer Spotlight /
Results
Month-over-month
• +55% increased sales
• +16% increased AOV
Year-over-year
• +391% increased sales
• +70% increased AOV
Optimizations include
Fly-out navigation, sticky add-to-cart
button, swipe-enabled product gallery,
Mobify Performance Suite
Mobify Customer Spotlight /
Results
• Mobile ROI in 22 days
• 25-30% faster on mobile
devices than on desktop
• Triple digit growth across
smartphone and tablet
revenues year-over-year

Optimizations include
Mobify Performance Suite, responsive image optimization, streamlined checkout flow
Agenda
5. 10 Simple Yet Effective Mobile Website Tweaks
6.

Q&A with Igor Faletski of Mobify
1 Bump up default font size and line height
Minimum font size: 16px, and line height: 1.5
2Go 100% touch friendly
Use elements like carousels and accordions, drawers and panels
3Make room for clumsy fingers
4 Enable contextual keyboards

Example of a better numeric keyboard (iOS on left, Android on right)
5 Use native UI elements
•

Drop-down menus

•

Radio buttons

•

Sliders
6Make it easy to navigate
7Place your CTAs
•

Keep CTA above the fold

•

Reduce barriers to conversion

•

Drive conversions

•

Drive average order values
Make your website faster

8

Optimize responsive
images
Speed up asset
rendering by sending
only the best quality
image to the device

9

Accelerate JavaScript
Reduce page load times
by reducing the number
of requests sent to the
server

10

Simplify your HTML
Achieve maximum
efficiency by removing
all non-essential
elements from the
mobile experience
GET A FREE MOBILE ASSESSMENT
visit mobify.com/go/mobile-assessment for full details
Included in your mobile assessment:
• 3 key user experience items to improve on
• Performance results compared to industry standards
• 3 recommendations for improving conversion
Q&A
Please submit your questions via the chat
box in the lower left portion of your screen.
We welcome your feedback! Watch for a
survey page once the webinar has ended.
Reach out with any additional questions
after the webinar:
• Mobify: hello@mobify.com
• Demandware: info@demandware.com

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10 Tweaks to Drive Mobile Sales during the 2013 Holiday Shopping Season

  • 1. Zac Cook Igor Faletski October 15, 13 1 Ten Tweaks to Drive Mobile Sales this Holiday Shopping Season Copyright 2013 Demandware, Inc. All other rights reserved.
  • 2. Agenda 1. Intro to Demandware + Mobify 2. 3. How to Unify Your Shopping Experience Responsive Web Design Pros and Cons 4. Going Responsive: Which Approach is Right for You? 5. 10 Simple Yet Effective Mobile Website Tweaks 6. Q&A with Igor Faletski of Mobify
  • 3. Demandware Connects Brands and Consumers to Move Faster, Grow Faster The Demandware Model User Empowerment Innovation and LINK Client Success: Retail Practice, XChange Collaboration Center Benefits to your brand Merchant/Marketer/Developer control Global and channel expansion Identify and prioritize key revenue driving programs 99.99% average uptime October 15, 13 3 Copyright 2013 Demandware, Inc. All other rights reserved.
  • 4. Demandware Responsive • Placeholder for Demandware mobile/responsive slide October 15, 13 4 Copyright 2013 Demandware, Inc. All other rights reserved.
  • 5. What is Mobify? Mobify helps businesses delight their users through fast, responsive websites. Technology + Services
  • 6. Demandware + Mobify Together, Demandware and Mobify accelerate commerce innovation. Through the LINK Technology Partner Program Demandware clients can quickly and easily deploy Mobify solutions through a pre-built integration.
  • 7. Agenda 2. How to Unify Your Shopping Experience 3. 4. Responsive Web Design Pros and Cons Going Responsive: 5. Which Approach is Right for You? 10 Simple Yet Effective Mobile Website Tweaks 6. Q&A with Igor Faletski of Mobify
  • 8. Responsive Web Design www.website.com A responsive website is one that automatically reformats itself to suit different screen sizes. A responsive website does not redirect users to separate mobile or tablet sites.
  • 9. Increase Mobile Revenue Websites that are optimized for the user experience across all channels see: • Better conversions • More engagement • Greater average order values
  • 10. Responsive Spotlight / Skinny Ties Results All Online Channels • +42% revenue growth • +44.6% visit duration iPhone • +377.6% revenue growth • +71.9% conversion rate
  • 12. 100% 90% Mobile Performance eCommerce sales lost due to load time 80% 70% 60% 50% 40% 30% 20% 10% 0% Source: Amazon Web Team (~1% conversion loss per 100ms)
  • 13. / Almost 25% of all online shopping on Black Friday in 2012 was done on mobile and tablet devices. Source: Internet Trends 2013
  • 14. Web-influenced offline sales and online sales combined account for more than half of the $3.3 trillion total retail spend in the US.  Source: Forrester Research
  • 15. Agenda 3. Responsive Web Design Pros and Cons 4. Going Responsive: Which Approach is Right for You? 5. 6. 10 Simple Yet Effective Mobile Website Tweaks Q&A with Igor Faletski of Mobify
  • 16. One Strong Online Presence Responsive web design unifies your: • User experience • Team • Code base • Platform • Release process
  • 17. Best Practice Industry experts prefer responsive web design as a mobile web development approach and Google considers it an SEO best practice.
  • 18. Good for Marketing Links shared via social media and email always work when a website has one URL (no redirects).
  • 19. High Cost A lot of labour, money, testing and risk is required to build a responsive website from scratch.
  • 20. Performance is Not Guaranteed The average weight of a web page today : 1.3MB CSS 77% of the weight is images and JavaScript Others HTML JavaScript Flash Images
  • 21. Agenda 4. Going Responsive: 5. Which Approach is Right for You? 10 Simple Yet Effective Mobile Website Tweaks 6. Q&A with Igor Faletski of Mobify
  • 22. Responsive Web Design: What to Consider Time to market Scalability Budget and ROI Risk and security User experience Resources and skill
  • 23. Responsive Rebuild Unified User Experience One URL and consistent branding across all channels Simplified Process Easy to maintain and content is updated in realtime Scalability Ready to support modern mobile devices, tablets and new devices not yet invented Performance Enhancements Automated optimizations for images, JavaScript, CSS, and HTML that speed up load times Feature Parity and Granular Control Business logic leveraged while content, layout and specific elements can be easily manipulated Quick to Market No website rebuild needed Responsive With Mobify
  • 25. Mobify Customer Spotlight / Results Month-over-month • +55% increased sales • +16% increased AOV Year-over-year • +391% increased sales • +70% increased AOV Optimizations include Fly-out navigation, sticky add-to-cart button, swipe-enabled product gallery, Mobify Performance Suite
  • 26. Mobify Customer Spotlight / Results • Mobile ROI in 22 days • 25-30% faster on mobile devices than on desktop • Triple digit growth across smartphone and tablet revenues year-over-year Optimizations include Mobify Performance Suite, responsive image optimization, streamlined checkout flow
  • 27. Agenda 5. 10 Simple Yet Effective Mobile Website Tweaks 6. Q&A with Igor Faletski of Mobify
  • 28. 1 Bump up default font size and line height Minimum font size: 16px, and line height: 1.5
  • 29. 2Go 100% touch friendly Use elements like carousels and accordions, drawers and panels
  • 30. 3Make room for clumsy fingers
  • 31. 4 Enable contextual keyboards Example of a better numeric keyboard (iOS on left, Android on right)
  • 32. 5 Use native UI elements • Drop-down menus • Radio buttons • Sliders
  • 33. 6Make it easy to navigate
  • 34. 7Place your CTAs • Keep CTA above the fold • Reduce barriers to conversion • Drive conversions • Drive average order values
  • 35. Make your website faster 8 Optimize responsive images Speed up asset rendering by sending only the best quality image to the device 9 Accelerate JavaScript Reduce page load times by reducing the number of requests sent to the server 10 Simplify your HTML Achieve maximum efficiency by removing all non-essential elements from the mobile experience
  • 36. GET A FREE MOBILE ASSESSMENT visit mobify.com/go/mobile-assessment for full details Included in your mobile assessment: • 3 key user experience items to improve on • Performance results compared to industry standards • 3 recommendations for improving conversion
  • 37. Q&A Please submit your questions via the chat box in the lower left portion of your screen. We welcome your feedback! Watch for a survey page once the webinar has ended. Reach out with any additional questions after the webinar: • Mobify: hello@mobify.com • Demandware: info@demandware.com