The document discusses the mobile commerce gap and how it can be closed. It notes that while mobile traffic for retailers is growing, conversion rates on mobile devices still lag conversion rates on desktop. The document identifies several reasons for this gap, including challenges with cross-device attribution and measurement, friction in the mobile shopping experience from payments to checkout, and technical performance issues. It provides recommendations for retailers to address these issues in order to improve mobile conversion rates and close the mobile commerce gap.

1. @retailgeek
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The
Mobile
Gap
April&13,&2016
Jason Goldberg
@retailgeek

2. @retailgeek
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Mobile Gap will narrow,
some retailers will get to
50% mobile revenue

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Nooo way!
Mobile traffic will
keep growing but
not conversion.”

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Nooo way!
Mobile traffic will
keep growing but
not conversion.”

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Todays Mission:
Make Scot Wingo wrong!

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Source: Gartner, a16z

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Source: Apple, Google, Gartner, a16z

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Source: Worldbank, GSMA, Apple, Google, a16z

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Mobile Traffic Last Month
68% 50% 55%52%
Source: Comscore Mobile Metrix February 2016

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65%
time on all retail
websites is on
mobile or tablet
Source: Comscore Mobile Metrix February 2016

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Mobile Gap: Conversion Rates
4.43% 3.75%
1.53%
Source: MonetateEcommerce Quarterly Q4 2015

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0
0.5
1
1.5
2
2.5
3
3.5
4
Q4)2013 Q1)2014 Q2)2014 Q3)2014 Q4)2014 Q1)2015 Q2)2015 Q3)2015 Q4)2015
Mobile'Gap
Mobile Gap Over Time

18. @retailgeek
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Why?

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The Problem
• “Moneyball” Problem
• Cross-Device Attribution
• Friction

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@retailgeek
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“Moneyball”
Problem

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Conversion is not a great stat

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Retail Traffic Growth
(year over year)
,7% +47%
Source: Comscore Mobile Metrix February 2016

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Get Address

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Check Inventory

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See Deals

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Cross-Device
Attribution

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Cross-Device Flows

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Last Click Attribution
Desktop Tablet Mobile
56%)of)Traffic
4.43%)Conv
15%)of)Traffic
3.75%)Conv
29%)of)Traffic
1.53%)Conv
Source: MonetateEQ_Q42015

29. @retailgeek
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Multi-Touch Attribution
Mobile
Only
Desktop
Only
Tablet
Only
Mobile
+
Desktop
Tablet
+
Desktop
Mobile
+
Tablet
Mobile)+
Tablet)+
Desktop
Mobile Mobile
Desktop
Tablet

30. @retailgeek
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m.dot.com

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Make Cross-Device
Shopping Easy

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@retailgeek
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Friction

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User)
Behavior

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Payment
Friction

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Anyone have 3 hands?

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Make Payments Easy: Mobile Wallets

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Don’t NASCAR your checkout

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E-Commerce Orders
75% 25%
Source: Custora Pulse

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Make Payments Easy: Camera
JUMIO CARD.IO iOS 8

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UX Friction

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Responsive
design?!

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Responsive Design
Adaptive Design
Dynamic Design
Mobile First
Mobile Optimized
Native Mobile
Mobile Tolerant
Fluid Design
Liquid Layout
Break Points
ViewPort
User Agent
Touch Centric
M dot
Progressive Enhancement
Hybrid Design
We need a common language.

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Business User Tech/Dev
A&website&that&looks&great&on&a&
laptop&and&a&smartphone&
A&website&that&adapts&the&layout&to&the&
viewing&environment&by&using&fluid&
grids&and&CSS3&media&queries
(Ethan&Marcotte)
“Responsive Design”

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Responsive
Client Side
Adaption
Server Side
Adaption
Hybrid
Adaption
Adaptive)or)Dynamic RESS)or)Hybrid

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

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Resolution
can fool you.

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Share of browser-based page traffic for
computers, phones, tablets (by hour)
Source: comScore, Mobile Future in Focus 2013

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Are these users performing the same task?

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Mobile Desktop
15,30)results 25,75)results

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Context Optimization

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CAUTION:
Mobile Apps

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Consumers
spend 85% of
time on smart-
phones in apps
Source: Forrester

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But they are these apps:
Source: Forrester

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Mobile Apps Reality
• 66% download 0 Apps per month
• 25% are abandoned after 1 use
• 77% of Avg Daily user loss in first 3 days
• 95% Avg Daily user loss 90 days after install
Source: LukeW

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Open&in&our&App

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Open&in&our&App

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Open in our App

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Open in our App

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100ms delay results in 1% sales loss.
400ms delay results in 5-9% drop
in page traffic.
500ms delay drops search traffic by 20%.
1s delay results in 4% drop in revenue.
Fastest 10% of users stay 50% longer
than slowest 10%

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Performance Hurts Conversion
0-1 1-2 2-3 3-4 4-5 5-6 6-7 7-8 8-9 9-10 10-11 11-12 12-13 13-14 14-15 >15
Population&(%)Conversion&Rate&(%)
Conversion)Rate)vs.)Load)Time
Seconds
Conversion&Rate&%
Population&%
Source: Wal-mart

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38% of us would
rather clean a toilet
than think of a new
password.
Source: Janrain

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Checkout
Friction

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Relentless Simplification
22)INPUTS 8)INPUTS 4)INPUTS

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23 Field Checkout

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

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

78. @retailgeek
#ECOMCatalyst
Jason Goldberg
Use as billing address
X
FULL NAME (FIRST NAME LAST NAME)
SHIPPING ADDRESS APT/BLDG.(OPTIONAL)
EMAIL ADDRESS
PHONE
CREDIT CARD DETAILS EXP DATE | CVV
Full Name

79. @retailgeek
#ECOMCatalyst
Jason Goldberg
Use as billing address
|
FULL NAME (FIRST NAME LAST NAME)
SHIPPING ADDRESS APT/BLDG.(OPTIONAL)
EMAIL ADDRESS
PHONE
CREDIT CARD DETAILS EXP DATE | CVV
Shipping Address

80. @retailgeek
#ECOMCatalyst
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…
FULL NAME (FIRST NAME LAST NAME)
SHIPPING ADDRESS APT/BLDG.(OPTIONAL)
Autocomplete for
Addresses API
http://rg.tl/AutoAddr
Shipping Address

81. @retailgeek
#ECOMCatalyst
Jason Goldberg
283
Phone
Email Address
Use as billing address
X
CREDIT CARD DETAILS EXP DATE | CVV
283 Lexington Avenue, New York, NY…
2833 Broadway, New York, NY, Unit…
283 West 12th Street, New York, NY…
283 Amsterdam Avenue, New York…
FULL NAME (FIRST NAME LAST NAME)
SHIPPING ADDRESS APT/BLDG.(OPTIONAL)
Autocomplete for
Addresses API
http://rg.tl/AutoAddr
Shipping Address

82. @retailgeek
#ECOMCatalyst
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...
FULL NAME (FIRST NAME LAST NAME)
SHIPPING ADDRESS APT/BLDG.(OPTIONAL)
Autocomplete for
Addresses API
http://rg.tl/AutoAddr
Shipping Address

83. @retailgeek
#ECOMCatalyst
Jason Goldberg
2835 N Lakewood Ave, Chicago, IL
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...
FULL NAME (FIRST NAME LAST NAME)
SHIPPING ADDRESS APT/BLDG.(OPTIONAL)
Autocomplete for
Addresses API
http://rg.tl/AutoAddr
Shipping Address

84. @retailgeek
#ECOMCatalyst
Jason Goldberg
2835 N Lakewood Ave, Chicago, IL
Use 2835 Lakewood… as billing 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
Shipping Address

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

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

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

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

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

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

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

92. @retailgeek
#ECOMCatalyst
Jason Goldberg
2835 N Lakewood Ave, Chicago, IL 4B
jason@retailgeek.com
(503) 610-8140
3796
Use 2835 N Lakewood…as billing address
FULL NAME (FIRST NAME LAST NAME)
SHIPPING ADDRESS APT/BLDG.(OPTIONAL)
EMAIL ADDRESS
PHONE
1234 9876 1234 |
EXP DATE | CVV
MM/YY CVV
One Field CC Code
http://rg.tl/1fldcc
Credit Card

93. @retailgeek
#ECOMCatalyst
Jason Goldberg
2835 N 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
One Field CC Code
http://rg.tl/1fldcc
Exp Date & CVVCredit Card

94. @retailgeek
#ECOMCatalyst
Jason Goldberg
2835 N 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

95. @retailgeek
#ECOMCatalyst
Jason Goldberg
2835 N 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

96. @retailgeek
#ECOMCatalyst
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

97. @retailgeek
#ECOMCatalyst
What’s Coming
(This week)

98. @retailgeek
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Chatbots

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100. @retailgeek
#ECOMCatalyst

101. @retailgeek
#ECOMCatalyst

102. @retailgeek
#ECOMCatalyst

103. @retailgeek
#ECOMCatalyst

104. @retailgeek
#ECOMCatalyst
#ECOMCatalyst
Thank you.
Jason.goldberg@razorfish.com
Twitter: @retailgeek
Jason & Scot Show Podcast:
retailgeek.com/podcast