Jason "Retailgeek" Goldberg presentation from Shop.org Online Merchandising Workshop 2015

1. SOLVING(THE(MOBILE(
CONVERSION(GAP
Jason&“Retailgeek”&Goldberg
GVP&Commerce,&Razorfish

2. 2
Mobile is Awesome

3. 3

4. 4

5. 5

6. 6
Smartphone Sales Dwarf PC Sales

7. 7
Mobile Traffic Last Month
57% 46% 48%48%
Source: Comscore Mobile Metrix June

8. 8
59%time on all retail websites
is on mobile or tablet
Source: Comscore Mobile Metrix June

9. 9

10. 10
Mobile Gap: Conversion Rates
2.94% 2.68% 1.08%
Source: Monetate Ecommerce Quarterly Q1 2015

11. 11
Mobile Brain MobileTasks Friction
Root Causes of the Mobile Gap

12. 12
Mobile Brain

13. 13
Dual Processing Brain

14. 14
Elephant
& Rider

15. 15
The Elephant
• Fast
• Never Rests
• Efficient
• Multi-Tasker
• Emotional
• Intuitive/Associative
• Sub-Conscious

16. 16
The Rider
• Slow
• Lazy
• Low Endurance
• Single Tasker
• Analytical
• Rational
• Effortful

17. Example

18. 18
How much is…

19. 19
15 + 5

20. 20
3 + 56

21. 21
89 + 2

22. 22
12 + 53

23. 23
75 + 26

24. 24
25 + 52

25. 25
63 + 52
I know! Calculations are hard work but it’s nearly over…

26. 26
123 + 5

27. 27
Think of a colorand a tool

28. 28

29. Another Example

30. 30
1. Imagine, we meet and I tell you I have 2 kids.
2. While talking you become sure one of them is a boy.
=> How big is the chance that the other is a boy too?

31. 31
33%
2 Boys
1 Boy,1 Girl
1 Girl,1 Boy
2 Girls

32. 32
The elephant is always
going to go for the
easiest answer

33. 33
Most mobile tasks are performed
by the elephant!

34. 34
Most web experiences
are designed for the rider!

35. 35

36. 36

37. 37

38. 38
Solution:
• Design for the Elephant
• Mobile User Testing

39. 39
Mobile Tasks

40. 40
Multi-Device Flows

41. 41
Mobile Gap
Desktop Tablet Mobile
66% of Traffic
2.94% Conv
15% of Traffic
2.69% Conv
19% of Traffic
1.08% Conv
Source: Monetate EQ_Q1 2015

42. 42
Mobile Gap
Desktop
Tablet
Mobile
Mobile
Only
Desktop
Only
Tablet
Only
Mobile
+
Desktop
Tablet
+
Desktop
Mobile
+
Tablet
Mobile +
Tablet +
Desktop

43. 43
Make
Cross-Device
Shopping
Easy

44. 44
Are these users performing the same task?

45. 45
Share of traffic by device (by hour)
Source: comScore, Mobile Future in Focus 2013

46. 46
4X

47. 47
1/2
Avg
Session
Duration

48. Responsive Design?!

49. 49
“Sites that aren’t optimized
for mobile suck; responsive
design sites just suck less”
Avinash Kaushik, Google Digital Evangelist

50. 50
Context

51. 51
15
million
users
$1 billion
business
6 million
sessions
per week
$210
million in
total guest
savings

52. 52
In-store Experiences

53. 53
Solution:
• Multi-Device Attribution
• Segment mobile users
• Know your mobile tasks

54. 54
Eliminate Friction

55. 55
User Behavior

56. 56
m.dot.com

57. 57

58. 58
Mobile
Apps

59. 59

60. 60
Open in our App

61. 61
Open in our App

62. 62
Open in our App

63. 63
Open in our App

64. 64
Anyone have 3 Hands?

65. 65
Make Payment Easy – Mobile Wallets

66. 66
But don’t NASCAR your Checkout

67. 67
Make Payment Easy – Camera
JUMIO CARD.IO IOS 8

68. 68

69. 69

70. 70
Relentless Simplification
22 INPUTS 8 INPUTS 4 INPUTS

71. 71
Avg Checkout has 23 inputs

72. 72
Five Field Checkout

73. 73
Use as billing address
FULL NAME(FIRST NAME LAST NAME)
SHIPPING ADDRESS APT/BLDG. (OPTIONAL)
EMAIL ADDRESS
PHONE
CREDIT CARD DETAILS EXP DATE | CVV

74. 75
Jason Goldberg
Use as billing address
XFull Name
FULL NAME(FIRST NAME LAST NAME)
SHIPPING ADDRESS APT/BLDG. (OPTIONAL)
EMAIL ADDRESS
PHONE
CREDIT CARD DETAILS EXP DATE | CVV

75. 77
Jason Goldberg
28
Phone
Email Address
Use as billing address
X
CREDIT CARD DETAILS EXP DATE | CVV
28th Street NY, United States
280 Park Avenue, New York, United…
28th Ave Long Island City, United…
2880 Broadway, New York, NY, Unit…
Shipping Address
FULL NAME(FIRST NAME LAST NAME)
SHIPPING ADDRESS APT/BLDG. (OPTIONAL)

76. 79
Jason Goldberg
2835 N La
Phone
Email Address
Use as billing address
X
CREDIT CARD DETAILS EXP DATE | CVV
2835 Lake Michigan Drive NW Grand...
2835 N Lake Dr Milwaukee, WI, Unit…
2835 N Lakewood Ave Chicago IL,…
2835 Lakeview Road NE Cumberland...
Shipping Address
FULL NAME(FIRST NAME LAST NAME)
SHIPPING ADDRESS APT/BLDG. (OPTIONAL)

77. 81
Jason Goldberg
2835 N Lakewood Ave…
Use 2835 Lakewood… as billing address
Shipping Address
FULL NAME(FIRST NAME LAST NAME)
SHIPPING ADDRESS APT/BLDG. (OPTIONAL)
EMAIL ADDRESS
PHONE
CREDIT CARD DETAILS
|
EXP DATE | CVV
Autocomplete for
Addresses API
http://rg.tl/AutoAddr

78. 83
Jason Goldberg
2835 N Lakewood Ave, Chicago, IL 4B
Use 2835 N Lakewood… as billing address
Shipping Address
FULL NAME(FIRST NAME LAST NAME)
SHIPPING ADDRESS APT/BLDG. (OPTIONAL)
EMAIL ADDRESS
PHONE
CREDIT CARD DETAILS EXP DATE | CVV

79. 85
Jason Goldberg
2835 Lakewood Ave, Chicago, IL 4B
jason@retailgeek.com X
Use 2835 N Lakewood… as billing address
Email Address
FULL NAME(FIRST NAME LAST NAME)
SHIPPING ADDRESS APT/BLDG. (OPTIONAL)
EMAIL ADDRESS
PHONE
CREDIT CARD DETAILS EXP DATE | CVV

80. 87
Jason Goldberg
2835 Lakewood Ave, Chicago, IL 4B
jason@retailgeek.com
(503) 610-8140 X
Use 2835 N Lakewood… as billing address
Phone
FULL NAME(FIRST NAME LAST NAME)
SHIPPING ADDRESS APT/BLDG. (OPTIONAL)
EMAIL ADDRESS
PHONE
CREDIT CARD DETAILS EXP DATE | CVV

81. 89
Jason Goldberg
2835 Lakewood Ave, Chicago, IL 4B
jason@retailgeek.com
(503) 610-8140
3796
Use 2835 N Lakewood… as billing address
Credit Card
FULL NAME(FIRST NAME LAST NAME)
SHIPPING ADDRESS APT/BLDG. (OPTIONAL)
EMAIL ADDRESS
PHONE
1234 9876 1234 |
EXP DATE | CVV
MM/YY CVV

82. 90
Jason Goldberg
2835 Lakewood Ave, Chicago, IL 4B
jason@retailgeek.com
(503) 610-8140
*1234
Use 2835 N Lakewood… as billing address
123411/17Credit Card Exp Date & CVV
FULL NAME(FIRST NAME LAST NAME)
SHIPPING ADDRESS APT/BLDG. (OPTIONAL)
EMAIL ADDRESS
PHONE
|
EXP DATE | CVV

83. 91
Jason Goldberg
2835 Lakewood Ave, Chicago, IL 4B
jason@retailgeek.com
(503) 610-8140
*1234
Use 2835 N Lakewood… as billing address
123411/17
FULL NAME(FIRST NAME LAST NAME)
SHIPPING ADDRESS APT/BLDG. (OPTIONAL)
EMAIL ADDRESS
PHONE
EXP DATE | CVV

84. 93
Jason Goldberg
Billing Address:
2835 N Lakewood Ave, Chicago, IL 4B
Shipping Address:
2835 N Lakewood Ave, Chicago, IL 4B
Phone: (503) 610-8140
Credit Card:
Ends in *1234 exp 11/7

85. 94
Solution:
• Move beyond m.dot
• Eliminate unnecessary inputs
• Make it easy to pay

86. Thank&You
Jason&Goldberg
Jason.goldberg@razorfish.com
@retailgeek