In this presentation, I use analytics data from our global mobile reach, to illustrate the trends that are driving growth, how to take opportunity from them and what to do with your own site. I present a case for device and user knowledge, to allow you to optimise conversion rates, revenue and delight for visitors.

1. 5 things you should know... Before you waste money on mobile Craig Sullivan @OptimiseOrDie

3. A/B and Multi-variate testing

4. Cross channel optimisation

5. User CenteredDesign

6. Usability testing

7. Customer Research & Insight

8. Web Analytics

9. Browser and email compatibility

10. Contact deflection and online self service

11. Site search analytics

12. Site, Page and Campaign optimisation

13. Test design and execution

14. A long usable site portfolio

15. ROI on UX improvements

16. Over 18 years of boring meetingsGroup CX Manager for Belron® (O’Brien ®) I get to do it with crowds

17. "If you go to the men's washrooms at the Schiphol airport in Amsterdam, you may notice there's a fly in the urinals. It’s screen printed . So what do you think most men do? That's right, they aim at the fly when they urinate. They don't even think about it, and they don't need to read a user's manual; it's just an instinctive reaction that means 85% less spillage! The interesting feature of these urinals is that they're deliberately designed to take advantage of this inherent human male tendency.“ This is my job.

18. “ Computer’s broken. Can’t afford another computer. Keep all my music, friends, photos and files on ‘ere. Thisis my computer.” Phil, 2007* *Note : Phil doesn’t work for some trendy web development agency. where they experiment with facial hair and try for that trendy but well hard look,. He iswell hard. Phil lives in Deptford, loves his hip-hop, nice phones and giving you this Vinnie Jones look…

19. Introduction It’s like the wild west What’s the debate? It’s irrelevant: Intent Discovery (Angry Birds) Context of use The device they hold Let’s start with that then!

20. Rule #1 – Know the Device “Knowledge about devices that may be using or even lamely trying to use your web presence”

21. Rule #2 – Get good mobile analytics Why do you need good analytics? Huge range of handsets Different specs, sizes, resolutions, model names. Desktop = 4 or 5 browsers. Mobile, lots of this: [Mozilla/5.0 (Linux; U; Android 3.2; en-us; Transformer TF101 Build/HTJ85B) AppleWebKit/534.13 (KHTML, like Gecko) Version/4.0 Safari/534.13] = Asus Eee Pad Transformer TF101

22. Mobile analytics You need accurate device tracking Handsets are always changing (upgrade, purchase) Android models are hard to keep up with I’m waiting to be impressed by other packages From testing and hand wading through data, I know: GA is great for analytics, but Bango is ace for devices If you’re missing data, you’re guessing !Tip – Check if you’re undercounting Android devices.

23. Bango analytics http://bit.ly/nEf0Wk Add a bango tag to your site entry pages Will track smartphone, feature phone, tablet, media player and games consoles They sniff the handset, operator, country and other data, to get the device nailed Fast and reliable tags Measure who is trying to use your site, please !Tip – Check where your figures for iPods and iPads are!

24. Segmentation For continual optimisation, you need to tap into analytics and segmentation We found things like: Mobile optimised site converts 3-4x better iPhone converts 10-15% better than Android Some BB models convert higher than iPhone Devices with keyboards have lower bail on forms Screen resolution is critical, device knowledge too

25. Rule #3 – Hunt Opportunity, not Myths If you’ve analysed: Traffic routes Behaviour by segments/device classes Funnel dropout rates What devices knock on your door Then you should be seeing growth! Lets look at fresh stats from Sunday* *Audience = 18+, driver, pulse but broad demog

28. Operating System % of all unique visitors

31. Analysis of the data Continuing huge traffic growth Apple is huge everywhere (iPhone, iPad, some iPod) Android growth rapid, leads in USA, Spain, others due Other platforms are shrinking (Nokia, Blackberry, Other) Growth areas – iOS, Windows Phone, Android, Tablets Apple absolutely owns the tablet market Tablets, though growing, are still only 8% of mobile visits in Australia. The big growth is smartphones.

37. Rule #4 – Be your own Mythbuster! Let’s get a few things off my chest! There are many myths around – let’s bust them!

38. Myth 1 “Mobile optimised websites are just as good as apps” Not true (yet). You *can* do GPS, touch, pinch/zoom, phone and email Run small databases, store offline data Preferences, settings stored locally Design web apps for offline use Graphics and media handling superb With Moore’s law, not long before gaming takes off I’ve seen some brilliant stuff being worked on Your mobile is more advanced than your desktop!

39. Integration with calendar, notes, contacts(1) Audio, video playback Store preference settings, data and web pages locally on the device(2) Local databases (e.g. SQL) Speech input(3) Can do different keyboards for text, number, email and phone input(4) Touch, Drag and Drop Pinch and Zoom Access to GPS location Accelerometer (Gyro) functions Upload files Send email Click/Tap to call

40. Myth 2 “You can’t deliver a slick experience on a mobile optimised site” Yes you can. You don’t have quite the range that an app has It’s much cheaper to change stuff though Much more reactive to the business It can be driven more readily from web business data We leverage investment in an existing platform Libraries like Jquery are good examples Many sites now have excellent Uis – see google Try list at end of slideshow

41. Myth 3 “We’d need to test on a huge range of handsets to reach a large audience. It’s too hard to do anything but just support the most popular models” Last 3 months, we tested out > 95% of handsets It’s a smartphone world, running one browser 1 stylesheet for iPhone/Android 1 stylesheet extension for Blackberry 1 stylesheet for older phones

42. Myth 4 “It’s hard or expensive to build optimised mobile sites” No – it’s quite easy, if you read the right books Supporting wide numbers of handsets is straightforward You don’t need special technology It doesn’t cost lots of money, time, ‘experts’ You do need good developers Invest in books, training, resources Total time to first pilot = 8 weeks User Centred Design kept it light, simple, fast

43. Myth 5 “My boss needs to buy me all these cool smartphones, for er, like testing and stuff. Yay!” Nope. You can rent: Phones, tablets – by the hour Real devices, real networks Best testing system of the year www.deviceanywhere.com

44. Rule #5 – Performance is vital “We need to concentrate on the brand guidelines, slickness and personality.” Performance is vital on mobile Affects conversion rates hugely Strip out everything you can and optimise again and again Use a CDN (e.g. Akamai, Level 3 to cache at a city level) Keep graphics extremely low The fallacy of the always on data connection Use google site speed tags to measure real user speeds Stop serving up unoptimised experiences or big pages!

45. Myth 6 - Example

46. So, how do you decide? Ownership does not equal ‘surfing and buying’ Need research + analytics data – see earlier slide. You need device and conversion data, not random time wasting Remember to follow opportunity (think Amish DJ equipment store) Use your own site traffic figures – these are useful Our analysis: Mobile web app, all markets (Q1-Q3 2011) iOS app in key markets (Now) Android app in high takeup markets (2012) Nothing else worth doing, yet!

47. Insight - Inputs

48. Insight - Inputs

49. User Centred Design Research

50. Our Tools Inputs See slide

51. Mobile

52. What was happening at the time? We want a mobile site now We want zillions of zany apps We want everything on everything for everywhere £xxxM online channel Mobile represents an opportunity (no kidding!) Buy off the shelf? Spend lots on consultants? Go app crazy? Lets set some ground rules...

53. Mobile Objectives Support over 90% of handsets High performance site, even in poor data conditions Page weight 10-15k max for any page, 4-8k normal Core functions only – concentrate on revenue, not fripperies or gimmicks Optimal experience for device capabilities Use phone hardware (GPS, Touch, Call, Email) App like build, but for mobile site...

54. Mobile build Four rounds of prototype testing Rebuilt completely each time Cross testing with other platforms Synchronised with iPhone Our first hybrid web app Tested on 3 mths visit data for handsets – >95% Designed with APIs...

55. iPhone

56. iPhone Four rounds of prototype testing Rebuilt completely each time Cross testing with other platforms Synchronised with Mobile Live in key markets API’s added for affiliates & partners New version in the works – hard slog generally...

57. Web based booking

58. Web based booking Five rounds of prototype testing Rebuilt completely each time Cross testing with other platforms One of the best prototype tests we’ve had “A jargon free website” “Really easy to read and understand” “All my questions were answered” Cross channel UCD - Designs in the good UX, improves each time, feeds other channels New process - converts 12.5% higher through ‘checkout’ !Tip of the week – browser funnel comparison...

59. Summary - Benefits Very fast build – post research, 10 weeks to build 3 cross platform sites Focused on the user (but not driven by them) Align business and tech capability with customer ‘models’ Rapid iterative design= fast feedback Builds are woven around testing for maximum insight Customer match is awesome, very awesome Cross channel synergy really helps work out issues Site works extremely well and makes lots of new money Higher overall grasp of service, lifted barriers, less pain... Streamlined mobile (7-10Kb page payload, works on huge range of devices, simple, fast, easy) Lo budget testing can start with paper, webcam, $60!...

60. TrafficRouting Please send visitors to the optimal site for their device You can do this on your servers, but there is a lame easy way to do it, which makes the mobile site suck It’s called page level redirection and is like being ‘passed around’ a call centre Ask your tech guys to do server/network level redirects We do device sniffing and route traffic at the network level, using Akamai You need to ensure you ‘send’ the mobile, tablet, media player, games console or TV to the right optimised ‘site’. Let customers ‘store’ their preference Always let them have access to the ‘other’ site – e.g. desktop We route iPad to our desktop site (for example) Lame traffic routing can make customers go...

61. ROI calculations: If you’ve got a mobile site you plan to optimise: Get some good device and mobile analytics Find out where people are going... Ensure you get segments, not lumped in data Find out how the segments convert (goals/outcomes) Low converting segments – hunt them down, find out why! Measure phone traffic using dynamic numbers For example, Tablets/Mobile/Desktop – different Phone # Use a dynamic wrapper for click/tap phone numbers Contact channels – Offer click to tap calling, Ringback (if profitable), Chat (if tested), email form or link. We get huge phone traffic contact from the mobile site. Why? Why aren’t you offering a Facetime number for iPhone?

62. ROI calculations: If you don’t yet have a mobile site: Badger or get accurate stats on all devices and routes Check your Google keyword stats for mobile searches Make sure you are counting mobiles trying to use your site Measure conversion rates of mobiles using the desktop site Multiply this by 1.5, 2.5 and 3.5 times the conversion rate Calculate the extra revenue opportunity as a ‘range estimate’ Build your mobile site using device and user insight Measure conversion and revenue differences... - ROI If you have traffic, you’re sitting on a huge opportunity People aren’t going to try lots of apps – websites, more so This stuff is not expensive or hard to build...

63. Belron Conversion ROI 12.4% from Web increase 3.5% increase in downstream conversion rate 30 seconds reduction in call time (1 sec = $30k AUD p.a.) Faster booking time (< 8%) Greater customer delight – feedback. Less questions and worries 5.5% increase in NPS (Customer sat) score 4% increase in online conversion from mobile optimised site 12.5% increase from Split Testing Total increase in conversion (measured) = 32% Actual increase in conversion = 41% NO additional marketing spend needed Web Channel : ROI positive within 2 weeks

64. Belron Mobile ROI Delivered huge traffic and phone calls In some places, >20% of revenues and conversions We convert on some devices in double digits % Feedback has been in volume, and excellent We’re live in nearly 30 countries with apps AND mobile Our app revenue is between 1/30th to 100th of the mobile site Search traffic (intent), a discovery route (SEO and PPC) and an optimised site =  Device compatibility = reach = delight = engagement = conversions V2 in the works with picture upload, more features. Revenue has been immense and one mobile site > DE online Mobile Channel : ROI positive 3 days

65. The 5 things again Know the device mix Get well configured mobile analytics Hunt opportunity, not myth Bust your own myths apart Performance is vital for mobile End device discrimination today!

66. Tips and Tricks Research YOUR customers and what they have in their hands Use device knowledge to drive opportunity and conversion Get some brilliant coders Use a top notch Usability agency Employ a dedicated copy specialist Listen to customers, not your inner geek Get insight from your current stats Use a testing service Aim for performance, always always always Performance design doesn’t mean poor design How many searches on google vs. app store? End device discrimination – you may not be noticing Hybrid web apps are the future...

68. Wed 11:30 – Site split testing – ROI & Insights Email Twitter Slideshare : sullivac@gmail.com : @OptimiseOrDie : linkd.in/pvrg14 : slidesha.re/nlCDm6

69. Notes and Resources...

70. BOOKS Mobile Mobile Design & Development – Brian Fling Programming the Mobile web – Maximiliano Firtman Usability Don’t make me think – Steve Krug Homepage usability – Jakob Nielsen Neuro Web design – Susan M. Weinschenk Information Architecture – Morville and Rosenfeld Web Analytics Web analytics an hour a day – Avinash Kaushik Advanced Web Metrics – Brian Clifton with Google Analytics Actionable Web Analytics – Jim Sterne Optimisation and Testing Always be Testing – Bryan Eisenberg Landing Page Optimization – Tim Ash

71. BOOKS Performance High performance websites - Steve Souders Website Optimization - Andrew B. King Forms Design Forms that Work - Caroline Jarrett Filling in the blanks - Luke Wroblewski Defensive design for the web - 37 signals Search Analytics Search Analytics - Hurol Inan Search Analytics for your site - Louis Rosenfeld

72. ARTICLES Users prefer browser for most activities: http://www.emarketer.com/Article.aspx?R=1008010 Mobile by the numbers (infographic): http://mashable.com/2011/03/23/mobile-by-the-numbers-infogrpahic Twitter CEO – 55% log on with mobile, every day: http://thenextweb.com/twitter/2011/09/08/twitter-100m-users-per-month-50-log-on-every-day-55-on-mobile/ Get the basics right for PPC and search optimisation: http://searchengineland.com/3-mobile-campaign-mistakes-big-brands-make-how-to-profit-from-them-56531 Could mobile apps be an evolutionary dead end?: http://adage.com/article/steve-rubel/mobile-apps-evolutionary-dead-end/229429/ Why separate Mobile & Desktop web pages? http://www.lukew.com/ff/entry.asp?1390 5 innovative mobile marketing campaigns http://mashable.com/2011/06/21/innovative-mobile-marketing-campaigns/ Make your mobile app more discoverable http://mashable.com/2011/06/24/improve-mobile-app-discovery/ How can retailers appeal to mobile users in store? http://econsultancy.com/uk/blog/7707-how-can-retailers-appeal-to-mobile-users-in-store

73. ARTICLES 5 ways mobile will transform commerce http://mashable.com/2011/02/18/mobile-trends-commerce/ Best practices for mobile retail strategy: http://www.emarketer.com/Article.aspx?R=1008221 Mobile is now 10% of all eBay sales – Sep 16th 2011: http://thenextweb.com/uk/2011/09/16/mobile-now-accounts-for-over-10-of-all-sales-on-ebay-uk/ HTML5 and webapp resources http://www.diveintohtml5.org/detect.html#modernizr http://tutslist.com/65-useful-html5-tutorials/ http://www.webdesignersblog.net/inspiration/45-inspirational-examples-html5-websites/ http://shop.oreilly.com/product/0636920020011.do?sortby=publicationDate http://woorkup.com/2010/08/25/10-useful-frameworks-to-develop-html-based-webapps-for-touch-devices/ http://web.appstorm.net/roundups/100-web-apps-to-rule-them-all/ http://technolog.msnbc.msn.com/_news/2011/04/01/6389383-facebook-mobile-now-with-250-million-users-gets-a-makeover http://networkeffect.allthingsd.com/20110125/facebook-sets-mobile-sights-on-html5/ http://techblog.netflix.com/2010/12/why-we-choose-html5-for-user.html http://www.readwriteweb.com/archives/linkedin_overhauls_mobile_experience_launches_an_h.php http://www.smashingmagazine.com/tag/html5/

74. EXAMPLE SITES Example mobile optimised sites: http://touch.linkedin.com http://m.bbc.co.uk http://m.facebook.com http://m.guardian.co.uk http://m.dropbox.com http://m.flickr.com http://m.foursquare.com http://mobile.twitter.com http://m.gmail.com http://maps.google.com http://amazon.co.uk http://m.johnlewis.com http://m.marksandspencer.com http://m.tesco.com http://m.asos.com http://m.sainsburys.co.uk http://m.next.co.uk http://m.republic.co.uk http://m.imdb.com http://m.wikipedia.org http://m.engadget.com http://m.youtube.com http://m.vimeo.com http://wap.ebay.co.uk http://basecamphq.com http://m.autoglass.co.uk http://m.yahoo.com http://www.barclays.mobi http://m.bmw.com http://mobile.paypal.com http://m.cnn.com

75. DESIGN RESOURCES The best mobile articles this year – some brilliant guides here: http://www.smashingmagazine.com/guidelines-for-mobile-web-development/ http://www.smashingmagazine.com/2011/07/18/seven-guidelines-for-designing-high-performance-mobile-user-experiences/ http://www.smashingmagazine.com/2011/07/11/picking-a-mobile-support-strategy-for-your-website/ 45 excellent design resources for all phone platforms: http://www.mobilexweb.com/blog/guidelines-mobile-web-design Designing for different screen sizes: http://www.uxmatters.com/mt/archives/2010/10/going-mobile-designing-for-different-screen-sizes-promoting-your-mobile-app.php 20 HTML5 design examples – work great on mobile + elsewhere: http://blog.genggao.net/inspiration/showcase-20-beautifully-designed-html5-websites-media-queries/ Video, Courses, Resources – all on Mobile – from the master, Luke W: http://shop.oreilly.com/product/0636920020776.do http://www.lukew.com/ff/entry.asp?1390 http://www.lukew.com/ff/entry.asp?1362 http://www.lukew.com/ff/entry.asp?1361 http://www.lukew.com/presos/preso.asp?26 http://www.lukew.com/ff/entry.asp?1270 http://www.lukew.com/resources/articles/MobileFirst_LukeW.pdf http://www.lukew.com/ff/archive.asp?tag&mobile http://www.lukew.com/ff/entry.asp?1264 http://www.lukew.com/ff/entry.asp?933

76. DESIGN RESOURCES Designing HTML emails for mobile reading: http://webdesignerwall.com/general/make-your-html-email-5-times-more-mobile-friendly The mobile web use experience: http://www.slideshare.net/nickf/mobile-web-user-experience http://www.foolproof.co.uk/context-%E2%80%93-the-future-of-mobile/ Design frameworks: http://jquerymobile.com/ http://jquerymobile.com/test/ http://www.sencha.com/products/touch/ http://jqtouch.com/ http://code.google.com/p/iui/ http://www.smashingmagazine.com/2011/08/24/freebie-responsive-jquery-slider-plugin-flexslider/ Webcredible : The Mobile advantage: http://www.slideshare.net/webcredible/webcredible-the-mobile-advantage Prototyping, Kits, Cutouts, Designs: http://www.smashingmagazine.com/2010/08/27/free-wireframing-kits-ui-design-kits-pdfs-and-resources/ http://developer.yahoo.com/ypatterns/about/stencils/ http://www.teehanlax.com/blog/ipad-gui-psd/ http://graffletopia.com/stencils/413 http://uxpin.com/mobile-kit.html http://interactivelogic.net/wp/2009/09/iphone-wireframe-templates/ http://www.matcheck.cz/androidguipsd/ Uxbooth : Mobile design: http://www.uxbooth.com/blog/considerations-for-mobile-design-part-1-speed/ http://www.uxbooth.com/blog/considerations-for-mobile-design-part-2-dimensions/ http://www.uxbooth.com/blog/considerations-for-mobile-design-part-3-behavior/ Google head of mobile : 8 out of 10 not ready for mobile: http://www.brandrepublic.com/news/1075050/eight-10-brands-not-ready-mobile/

77. WOW - CAN THEY ACTUALLY DO THAT? I didn’t know they could do that on a mobile! Accelerometer support in Safari for iOS 4.2: http://www.mobilexweb.com/blog/safari-ios-accelerometer-websockets-html http://cubiq.org/device-motion-websockets-node-js-tech-demo You can do touch, pinch, and zoom too - load these on an iPhone: http://cubiq.org/rotating-wheel-for-your-iphone-webapps http://cubiq.org/iscroll-4 http://html5rocks.com Where all the GPS stuff started: http://smithsrus.com/gps-geolocation-in-safari-on-iphone-os-3-0/ How to use W3C or Google Gears calls to scrape the GPS from devices: http://code.google.com/apis/gears/api_geolocation.html http://dev.w3.org/geo/api/spec-source.html Google are on their 3rd generation of mobile web app site that uses device GPS: http://google-latlong.blogspot.com/2011/05/google-maps-on-your-mobile-browser.html GPS demonstrations: http://m.autoglass.co.uk/index.php?id=5469 http://maxheapsize.com/static/html5geolocationdemo.html?utm_source=twitterfeed&utm_medium=twitter http://maps.google.com File uploads from a browser: http://www.parorrey.com/blog/technology/how-to-fix-iphoneipad-mobile-safari-greyed-out-and-disabled-file-upload-control/

78. PERFORMANCE OPTIMISATION Mobile device quick test – uses real phones as a ‘slave’: http://www.blaze.io Mobile performance from Maxmiliano Firtman: http://www.mobilexweb.com/blog/mobile-web-html5-performance-optimization#more-88 http://assets.en.oreilly.com/1/event/60/Mobile%20Web%20_%20HTML5%20Performance%20Optimization%20Presentation%201.pdf Office Depot – Simplicity and performance: http://www.mobilecommercedaily.com/2011/09/16/aldo-office-depot-execs-mobile-is-very-different Why mobile apps suck when you’re mobile: http://blog.davidsingleton.org/mobiletcp http://www.slideshare.net/sthair/measuring-mobile-performance-ldnwebperf-version Optimising Web and Mobile site performance by Google & Compuware: http://www.slideshare.net/Gomez_Inc/optimizing-web-and-mobile-site-performance-using-page-speed Mobile performance resources – infographics, real data, superb insights: Joshua Bixby: http://www.smashingmagazine.com/2011/07/18/seven-guidelines-for-designing-high-performance-mobile-user-experiences/ http://www.youtube.com/watch?v=Z-BCsgo9sDc&list=PLD1D3B0B233F2AD66&index=16 http://www.webperformancetoday.com/2011/07/20/new-findings-mobile-web-users-are-more-disappointed-than-ever/ http://www.webperformancetoday.com/?s=mobile

79. PERFORMANCE OPTIMISATION (...cont) Some articles of note on performance optimisation – do read them! http://www.smashingmagazine.com/guidelines-for-mobile-web-development/ http://www.smashingmagazine.com/2011/07/18/seven-guidelines-for-designing-high-performance-mobile-user-experiences/ http://www.smashingmagazine.com/2011/07/11/picking-a-mobile-support-strategy-for-your-website/ DEVICE TESTING http://www.deviceanywhere.com http://www.perfectomobile.com http://www.developer.nokia.com/Devices/Remote_device_access/ http://www.mobilexweb.com/emulators DEVICE DETECTION http://www.bango.com http://www.scientiamobile.com/products http://www.deviceatlas.com STATS A heap of mobile stats, for the unconverted amongst you: http://www.mobileinc.co.uk/2010/01/mobile-statistics-galore/ Mobile industry predictions: http://www.chetansharma.com/2011_Mobile_Industry_Predictions_Survey.pdf

80. Wed 11:30 – Talk on A/B and split testing $ Email Twitter Slideshare : sullivac@gmail.com : @OptimiseOrDie : linkd.in/pvrg14 : slidesha.re/nlCDm6