Optimize for Mobile Moments
Optimize for Mobile Moments Engaging Your Customers in a Mobile World Ted Schadler VP Principal Analyst, Co-author of The Mobile Mind Shift Ajay Kapur CEO, Moovweb #mobilemindshift
We live in the age of the customer 2015
© 2014 Forrester Research, Inc. Reproduction Prohibited
#mobilemindshift
2
We live in the age of the digital customer
Connected bodies Connected cars Connected food © 2015 Forrester Research, Inc. Reproduction Prohibited
#mobilemindshift
3
Shifted segments demand mobile service When I have my phone, I am confident I can accomplish what I need to no matter where I am.
68%
I’m frustrated when something I want isn’t on my phone.
52%
I would give up television to afford a data plan on my phone.
35%
Source: North American Technographics® Community Panel (US, Canada) © 2014 Forrester Research, Inc. Reproduction Prohibited
#mobilemindshift
4
Mobile leads inevitably to business disruption
© 2014 Forrester Research, Inc. Reproduction Prohibited
#mobilemindshift
5
Go beyond mobile-first; emotionally connect w/ your customers
› Customizable › Convenient › Fast › Inclusive © 2014 Forrester Research, Inc. Reproduction Prohibited
#mobilemindshift
6
Mobile Mind Shift: The expectation that I can get what I want in my immediate context and moments of need.
© 2014 Forrester Research, Inc. Reproduction Prohibited
#mobilemindshift
7
The mobile mind shift is on the rise Of smartphone users . . . 62% expect a mobile-friendly website. 42% expect to find a mobile app. 23% expect their experience to change based on location. Source: US Mobile Mind Shift Online Survey, Q3 2013
© 2014 Forrester Research, Inc. Reproduction Prohibited
#mobilemindshift
8
Black Friday: the mobile mind shift Consumers have gone mobile
61%
sessions from mobile/tablet revenue from
35% mobile/tablet
#mobilemindshift
Mobile will drive a business redesign In 2017, firms will . . . Spend $189 billion to engineer platforms and processes for mobile engagement.
Drive $1.3 trillion of the IT economy with systems of engagement. Source: August 6, 2013, “Wanted: Mobile Engagement Providers” Forrester report and February 13, 2012, “Mobile Is The New Face Of Engagement” Forrester report
© 2014 Forrester Research, Inc. Reproduction Prohibited
#mobilemindshift
10
Mobile Moments: Point in time and space when someone pulls out a mobile device to get something they want in their immediate context © 2014 Forrester Research, Inc. Reproduction Prohibited
#mobilemindshift
11
Mobile moments are present throughout the customer journey Marketing: Manufactured moment Borrowed moment
Engagement: Social moment
Sales: Influenced sales moment
Marketing: Loyalty moment
Customer service: Information moment Source: April 14, 2014, “The Customer Life Cycle: A Blueprint For Customer-Obsessed Enterprises” Forrester report © 2014 Forrester Research, Inc. Reproduction Prohibited
Product: Setup moment Use moment Care moment #mobilemindshift
Sales: Impulse purchase moment
12
Optimizes for international mobile moments
#mobilemindshift
Optimize your in-hotel experience
#mobilemindshift
Optimize your mobile moments
Kaiser Permanente
Making Strides
GNC
Epson
Find a Doctor
Event-Day Funding
Loyal Customers
Customer Service
#mobilemindshift
Mobile moments happen here Platforms Processes People
Mind
Devices
© 2014 Forrester Research, Inc. Reproduction Prohibited
Applications
#mobilemindshift
Companies
16
The hard work happens here Platforms Processes People
Mind
Devices
© 2014 Forrester Research, Inc. Reproduction Prohibited
Applications
#mobilemindshift
Companies
17
Your investment portfolio will change Systems of record UX Data
Systems of engagement Design starts with engagement
Software
Data Software
Hardware/ infrastructure Design starts with transactions
UX
Infrastructure Network
© 2014 Forrester Research, Inc. Reproduction Prohibited
Network #mobilemindshift
18
Your stop-start list for systems of engagement Stop doing these things
Start doing these things
› Treating UX as an afterthought.
› Making UX the priority.
› Investing in web-only architectures.
› Investing in four-tier architectures.
› Using waterfall development.
› Using agile techniques.
› Hosting your own servers and
› Looking at cloud providers with
› Treating analytics as an
› Building data and analysis into
building everything yourself. afterthought.
© 2014 Forrester Research, Inc. Reproduction Prohibited
solutions and best practices.
your core engagement process.
#mobilemindshift
19
Design starts with engagement Tablet
Mobile §
Data drives every decision
§
Two speed delivery
§
#mobilemindshift
§
UX at pace of customer and analytics
§
Backend at pace of platform upgrades
Mobile is the ‘tail wagging the dog’
Mobile Optimized
Mobile-Friendly
§
Optimized for screen size
§
Optimized for customer experience
§
Responsive CSS
§
Complete functionality
§
Incomplete functionality
§
Fast with mobile-specific features
§
Device-specific UI considerations
#mobilemindshift
“62% claiming that offering scaled-down services is their primary approach to mobile. Doing so is relatively quick, easy and cheap, but is fundamentally flawed as a long-term approach to mobile apps. Why? Shrinking of squeezing experiences onto a smaller screen assumes that the needs or motivations of the consumer are the same on a mobile phone as they are on a PC. This could be true, but often isn't.” Mobile Mind Shift Maturity Framework Julie Ask; Jan 2015
#mobilemindshift
Top 100,000 websites by traffic
#mobilemindshift
Optimized mobile moments lead to results % Overall Traffic & Revenue from Mobile
#mobilemindshift
Opportunity: moving beyond one-size-fitsall digital experience ›
Screen Size
›
Location
›
Device
›
CRM Data
›
New Customer vs. Loyal Customer
›
Demographic Data
›
Customer Intent (e.g. search keywords & source)
#mobilemindshift
Mobile Experience Optimization
#mobilemindshift
From mobile-friendly to mobile optimized Mobile Specific Experience Optimization • 47% improvement in conversions • 43% improvement in revenue per visit • 30% decrease in bounce rate Application Aware Site Acceleration • 46% faster home page • 44% faster product pages Audience Segmentation • Testing in newly-launched experience • Delivering international sites
#mobilemindshift
Moovweb • Moovweb customers grew mobile revenues 71% faster than the overall retail market • Over 120 customers • Fastest-growing platform for the IR500 (almost 4x growth in 2014) • Engaging 38% of mobile Americans each month
#mobilemindshift
Your role in the mobile moments that mater › Focus on mobile moments that matter:
beneficial to a customer and valuable to you
› Master new ethnographic and analytics skills – you need to know what’s going on
› Embrace new technology – cloud, analytics, replatformed applications
© 2014 Forrester Research, Inc. Reproduction Prohibited
#mobilemindshift
29
Move Beyond Mobile-Friendly
Contact us:
[email protected] #mobilemindshift
We live in the age of the customer 2015
© 2014 Forrester Research, Inc. Reproduction Prohibited
#mobilemindshift
2
We live in the age of the digital customer
Connected bodies Connected cars Connected food © 2015 Forrester Research, Inc. Reproduction Prohibited
#mobilemindshift
3
Shifted segments demand mobile service When I have my phone, I am confident I can accomplish what I need to no matter where I am.
68%
I’m frustrated when something I want isn’t on my phone.
52%
I would give up television to afford a data plan on my phone.
35%
Source: North American Technographics® Community Panel (US, Canada) © 2014 Forrester Research, Inc. Reproduction Prohibited
#mobilemindshift
4
Mobile leads inevitably to business disruption
© 2014 Forrester Research, Inc. Reproduction Prohibited
#mobilemindshift
5
Go beyond mobile-first; emotionally connect w/ your customers
› Customizable › Convenient › Fast › Inclusive © 2014 Forrester Research, Inc. Reproduction Prohibited
#mobilemindshift
6
Mobile Mind Shift: The expectation that I can get what I want in my immediate context and moments of need.
© 2014 Forrester Research, Inc. Reproduction Prohibited
#mobilemindshift
7
The mobile mind shift is on the rise Of smartphone users . . . 62% expect a mobile-friendly website. 42% expect to find a mobile app. 23% expect their experience to change based on location. Source: US Mobile Mind Shift Online Survey, Q3 2013
© 2014 Forrester Research, Inc. Reproduction Prohibited
#mobilemindshift
8
Black Friday: the mobile mind shift Consumers have gone mobile
61%
sessions from mobile/tablet revenue from
35% mobile/tablet
#mobilemindshift
Mobile will drive a business redesign In 2017, firms will . . . Spend $189 billion to engineer platforms and processes for mobile engagement.
Drive $1.3 trillion of the IT economy with systems of engagement. Source: August 6, 2013, “Wanted: Mobile Engagement Providers” Forrester report and February 13, 2012, “Mobile Is The New Face Of Engagement” Forrester report
© 2014 Forrester Research, Inc. Reproduction Prohibited
#mobilemindshift
10
Mobile Moments: Point in time and space when someone pulls out a mobile device to get something they want in their immediate context © 2014 Forrester Research, Inc. Reproduction Prohibited
#mobilemindshift
11
Mobile moments are present throughout the customer journey Marketing: Manufactured moment Borrowed moment
Engagement: Social moment
Sales: Influenced sales moment
Marketing: Loyalty moment
Customer service: Information moment Source: April 14, 2014, “The Customer Life Cycle: A Blueprint For Customer-Obsessed Enterprises” Forrester report © 2014 Forrester Research, Inc. Reproduction Prohibited
Product: Setup moment Use moment Care moment #mobilemindshift
Sales: Impulse purchase moment
12
Optimizes for international mobile moments
#mobilemindshift
Optimize your in-hotel experience
#mobilemindshift
Optimize your mobile moments
Kaiser Permanente
Making Strides
GNC
Epson
Find a Doctor
Event-Day Funding
Loyal Customers
Customer Service
#mobilemindshift
Mobile moments happen here Platforms Processes People
Mind
Devices
© 2014 Forrester Research, Inc. Reproduction Prohibited
Applications
#mobilemindshift
Companies
16
The hard work happens here Platforms Processes People
Mind
Devices
© 2014 Forrester Research, Inc. Reproduction Prohibited
Applications
#mobilemindshift
Companies
17
Your investment portfolio will change Systems of record UX Data
Systems of engagement Design starts with engagement
Software
Data Software
Hardware/ infrastructure Design starts with transactions
UX
Infrastructure Network
© 2014 Forrester Research, Inc. Reproduction Prohibited
Network #mobilemindshift
18
Your stop-start list for systems of engagement Stop doing these things
Start doing these things
› Treating UX as an afterthought.
› Making UX the priority.
› Investing in web-only architectures.
› Investing in four-tier architectures.
› Using waterfall development.
› Using agile techniques.
› Hosting your own servers and
› Looking at cloud providers with
› Treating analytics as an
› Building data and analysis into
building everything yourself. afterthought.
© 2014 Forrester Research, Inc. Reproduction Prohibited
solutions and best practices.
your core engagement process.
#mobilemindshift
19
Design starts with engagement Tablet
Mobile §
Data drives every decision
§
Two speed delivery
§
#mobilemindshift
§
UX at pace of customer and analytics
§
Backend at pace of platform upgrades
Mobile is the ‘tail wagging the dog’
Mobile Optimized
Mobile-Friendly
§
Optimized for screen size
§
Optimized for customer experience
§
Responsive CSS
§
Complete functionality
§
Incomplete functionality
§
Fast with mobile-specific features
§
Device-specific UI considerations
#mobilemindshift
“62% claiming that offering scaled-down services is their primary approach to mobile. Doing so is relatively quick, easy and cheap, but is fundamentally flawed as a long-term approach to mobile apps. Why? Shrinking of squeezing experiences onto a smaller screen assumes that the needs or motivations of the consumer are the same on a mobile phone as they are on a PC. This could be true, but often isn't.” Mobile Mind Shift Maturity Framework Julie Ask; Jan 2015
#mobilemindshift
Top 100,000 websites by traffic
#mobilemindshift
Optimized mobile moments lead to results % Overall Traffic & Revenue from Mobile
#mobilemindshift
Opportunity: moving beyond one-size-fitsall digital experience ›
Screen Size
›
Location
›
Device
›
CRM Data
›
New Customer vs. Loyal Customer
›
Demographic Data
›
Customer Intent (e.g. search keywords & source)
#mobilemindshift
Mobile Experience Optimization
#mobilemindshift
From mobile-friendly to mobile optimized Mobile Specific Experience Optimization • 47% improvement in conversions • 43% improvement in revenue per visit • 30% decrease in bounce rate Application Aware Site Acceleration • 46% faster home page • 44% faster product pages Audience Segmentation • Testing in newly-launched experience • Delivering international sites
#mobilemindshift
Moovweb • Moovweb customers grew mobile revenues 71% faster than the overall retail market • Over 120 customers • Fastest-growing platform for the IR500 (almost 4x growth in 2014) • Engaging 38% of mobile Americans each month
#mobilemindshift
Your role in the mobile moments that mater › Focus on mobile moments that matter:
beneficial to a customer and valuable to you
› Master new ethnographic and analytics skills – you need to know what’s going on
› Embrace new technology – cloud, analytics, replatformed applications
© 2014 Forrester Research, Inc. Reproduction Prohibited
#mobilemindshift
29
Move Beyond Mobile-Friendly
Contact us:
[email protected] #mobilemindshift
