The biggest mobile Christmas yet! Are you ready?

This year, mobile Christmas shopping is really going to soar like never before!
This is the year mobile will begin it’s journey overtaking desktop for Christmas shopping.
Are you ready?

Last year, there was an overall 17.8% increase in online sales, much of which was due to  increased usage of smartphones and tablets and higher trust in shopping via these devices. This year, mobile shopping is set to dramatically rise. Adobe have predicted mobile shopping will grow by a whopping 97% compared with last Christmas and they anticipate tablet growth of 60%.

However, people are still quite split in their opinion of online shopping:

“I’d actually rather go and touch it and see it, to be honest, rather than go online”
“Convenience… and it’s easier to compare prices. If it’s something expensive I’d go and look at it at the shop first and then buy it online at the best price.”

Mega Monday (or Cyber Monday)

The first Monday in December (Dec 2nd this year) comes shortly after payday (last friday in Nov, also known as Black Friday) and is consistently the busiest day for online retailers. Having browsed retailers online over the weekend and shortlisted their favourite items to buy, shoppers log on typically after dark on Monday. The busiest time being between 8pm and 9pm.

Interestingly, the term ‘Cyber Monday’ was originally created by marketing companies to persuade people to shop online and it appears to have worked incredibly successfully!

Last year £320m of sales were made on Visa’s credit and debit cards, with that number set to significantly rise this year. It’s been dubbed Mega Monday by Visa, which says people across the UK will use its credit cards to spend £222,222 in 4,722 transactions every 60 seconds – an increase of 20% on last year.

According to Barclays bank, nearly two thirds of high street retailers surveyed expect website traffic to increase by 11 per cent on 2 December.

On Mega Monday last year, online retail spending increased 18.9% compared to the same day the year before. Online is spreading across smartphones and tablets, with an ever-greater share of online sales. The last Mega Monday saw Mobile representing 21.5% of online site traffic – up a staggering 79% on the year before.

December’s Twin Peaks

Did you know there are two peak days in December for mobile click throughs? The first is Mobile Sunday, this is the second Sunday of December. The second is Christmas Day, especially in the morning. These are two days you need to be prepared and planning for.

Stuart McMillan, head of e-commerce at Schuh, predicts the busiest mobile shopping day will happen slightly after this, on the 16th December.

ecommerce_peak_shopping_days

Source: Econsultancy

Stuart says “It’s likely to be mobile-tastic this Christmas. I predict that we’ll have 33% of traffic coming from mobile devices, 22% from tablets and 45% from desktops by mid-December.
Now’s not the time to make big changes to your sites, but there is still opportunity to do some MVT for copy optimisation. There are probably still things that could be done on mobile site speed which are quick wins.”

Mobile WILL overtake desktop

John Lewis predict that mobile traffic will overtake desktop this Christmas.
“Mobile is set to be the shining star of Christmas 2013. Shopping is becoming much more of a social experience with people browsing, purchasing and sharing ideas with others using their mobile phones and tablets. We expect this to increase dramatically during the festive period as customers shop on the go and we anticipate that Christmas Day will be the tipping point for mobile.”
Interestingly, John Lewis have traditionally seen customers sticking to smaller transactions via mobile, however, they say this has been rising.

What should you do right now?

Tips from Keep It Usable:

  • If you don’t have a mobile site, optimise what you have. Do a usability test – firstly your current site may not be as bad as you think! The test will highlight the most crucial areas to make mobile friendly. Make sure your hit areas are big enough and that forms are usable. You may also want to implement a save or share link so the transaction can be completed on desktop later.
  • Plan for cross-platform shopping. Even if customers don’t transact on mobile, they are using mobile throughout the discovery and browsing phases. Ensure consistency across devices so that users can easily find what they were looking at on other devices.
  • Focus on persuasion. Could your copy or design be more actively engaging and persuasive? Sometimes simple design changes can have a big impact and an outside set of eyes can really help. An expert review of your site from an outsider is quick and inexpensive.
  • Focus on search results. At Christmas and on mobile, people are both stressed and short of time so they want accurate results when searching. Make sure you provide filters so users can narrow down large search results, different viewing options to cater for different preferences, reviews should be clear and easy to find otherwise you risk losing customers to other sites (that they will visit to read the reviews), make sure you’re showing the most relevant information in search results and of course clear calls-to-action are essential.
  • Start preparing for next year. While it may be too late to turn your business around this Christmas, you can prepare for next year; 2014 is set to see continued growth in online, as well as a proliferation of mobile commerce.

Tips from Econsultacy:

Econsultancy recently published a great article with tips on what you should do right now to prepare for the Christmas period. We highly recommend you read the article.

Here are some of our favourite tips:

  • Extend your returns policy and make it obvious.
  • Incentivise repeat customers in the build-up to Christmas.
  • Obvious telephone numbers and email addresses.
  • Ensure that the checkout is as easy to use as possible (Usability test and implement the quick wins).
  • Make your last delivery dates obvious and consider using a countdown to give people a sense of urgency.
If you enjoyed this article, please share it. Thank you, have a lovely Christmas.

Manchester Council launches award-winning site following research by Keep It Usable

Manchester-City-Council-Responsive-Website-Keepitusable

AWARD WINNER! Named the best government site at the prestigious People’s Lovie Awards!

The site came top of a public vote as the best website in the government category, and judges also bestowed the website a silver award and shortlisted it in the ‘best home page’ category from a list of more than 1,500 entries from 20 European countries.

 

Manchester Council recently launched a radically different, user-centred website following research with local residents by Manchester UX agency Keep It Usable. The result? An overwhelming success.

Releasing a new council website can be tricky – it’s hard to please everyone and people don’t always have a good opinion of their local council. Get it wrong and you can be facing a backlash from residents and councillors.

Council sites need to be user-focussed. Mobile use is growing phenomenally and it’s a trend we see with users during the research we do. The mobile phone is now the new PC. Some people tell us they don’t even turn their computer on, they do everything on their phone because it’s always with them. Knowing that mobile and tablet traffic will double in the next couple of years, the site has been designed responsively to support all devices.

Importantly, the site is designed around the top things that people want to do “Research showed us that 80 per cent of people visit the site to carry out specific tasks and the new site has been designed with this in mind…There is a financial aspect to this too. The more people access services online, the more it helps us to deliver those services more cost effectively.”

Manchester-City-Council-New-Website

“We’ve looked carefully at what residents actually use our website for and redesigned it with their needs in mind. It’s also been tested by real people who tell us that they find it refreshingly easy to use. The way people use the internet has changed dramatically, and as half of all visits to our website will be made using tablets and smart phones within a couple of years, we’ve made sure it can be used easily on these devices as well as more traditional computers. Having a well-designed website is therefore hugely beneficial,” commented Councillor Nigel Murphy, executive member for environment for Manchester City Council”.

The new website was tested by groups of real people from a wide range of ages and backgrounds. Lisa Duddington, head of research for Keep It Usable, said: “Everyone was very positive about the new direction and it was evident that a well-designed council site improves people’s perception of the council and changes their behaviour. The site was so easy and quick to use that people who traditionally always called the council said they would now use the website.”

When the site went live we monitored responses on social networks and the result was overwhelmingly positive. Have a look at the comments below and be convinced that making your website user-centred is not an option, it’s a necessity.

Keep It Usable feature in The Guardian: How councils can keep up with changing online trends

Manchester Council: New look website puts residents first

The Drum: Manchester City Council launches new website following consumer research

Manchester-City-Council-Tweets-1

Manchester-City-Council-Tweets-2

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Consumer behaviour insights: Smartphone vs tablet

With the increasing growth of tablet devices it’s important to understand how people are using these devices and what they’re using them for so we can design the best user experience for them which will convert higher.

In the past few years, mobile has been the primary focus for many businesses but as we’ve discussed previously, tablet use is growing phenomenally and it’s important to think about your tablet strategy right now.

To design anything for a smartphone or tablet it’s firstly incredibly important to understand the user(s) and their behaviour. Recent research by Flurry provides useful insights into how people are currently using these devices.

Smartpones vs Tablets Age Distribution

We can see from the above chart that there’s a clear tendency for tablet users to be older than smartphone users. In this case the difference averages 4 years. How old is your target market? If they’re older, in particular 55+ you definitely need to have a great tablet strategy in place.

Smartpones vs Tablets Usage by Hour

Interestingly, tablets are used much more than smartphones in the evenings. This provides evidence that tablets are being used as a fun, entertainment device within the home. This would indicate that tablets are more often used alongside, or instead of television. Let’s look further into how people use smartphones and tablets…

Smartphones vs Tablets Category Usage

It’s clear to see why tablets beat smartphones for evening usage; the primary thing people are doing in the evening is playing games. Consumers spend 71% more of their time playing games on tablets than on smartphones. With their larger screens, tablets provide the better gaming user experience.

Consumers spend more time using tablets for media and entertainment whereas smartphones are predominantly being used for communication and task-oriented activities.

Smartphones vs Tablets App Engagement

Finally, when we check the engagement metrics, tablets win hands down. This stands to reason when people are using tablets for higher media consumption like gaming. Smartphones still have the highest frequency of use, with people dipping into their mobile apps throughout the day. As mobiles are the device most people have with them all the time we would expect it to be the most frequently used.

If you’d like to know more about designing for mobile or tablet user experience, or if you’d like us to conduct research into your current user experience with your target market, get in touch using our contact form.

A day of eye tracking at the Expo

Eye tracking is amazing, insightful, state of the art technology that enables you to literally see through people’s eyes. It’s most often used to increase sales on e-commerce websites, software or products but can also be used to measure the effectiveness of marketing campaigns before they launch.

If you’ve never used eye tracking to gain insights into consumer behaviour then you really are missing a whole section of vital information to improve your user experience and conversion.

We recently exhibited at Salford Business Expo where we held live, interactive eye tracking demos using our website eye tracking unit. The unit looks like a standard computer monitor however inside are hidden cameras that track the users’ eye movements, mapping them onto what’s being tested so we can see in real time precisely where they’re looking.

One of our live eye tracking demos

Website eye tracking demo

 

We have several types of eye tracking units from a portable pair of glasses to large Monitors, that we use to test a whole range of things:

Digital – Websites, software, touch interfaces, mobile apps, tablet apps

Products and hardware ergonomics – Mobile phones, machinery, remote controls

Marketing – Adverts in magazines, digital adverts online, billboards

Packaging / out of the box experience – Does your packaging attract the customer? Measure and compare your out-of-the box experience.

Shopping customer experience – How do customers shop in your store? What draws their attention? Does your product / brand stand out against competitor products?

On a very basic level we’re observing and analysing human behaviour with digital and product platforms, our aim being to improve the interaction by making it feel intuitive, easy and enjoyable. If you can achieve this people are 87% more likely to buy from you, they’ll buy more, come back more frequently and will be 3 times more likely to recommend you.

We were impressed by their focus on what actually works, rather than just what looks nice on a mock up

Visitors to our stand at the expo were clearly fascinated and amazed when we replayed their eye tracking videos back to them, discussing with them why certain elements of the website being tested caught their attention and why other things that should have in theory caught their attention didn’t. User behaviour is unpredictable and differs between types of people, so for design to work to sell your product or service and not just look pretty, it needs to be user centred.

Just like a shop front, if people aren’t drawn in through the door by seeing something that appeals to them or if they can’t work out how to get through the door, they’ll walk on by and stop at your competitor instead.

We run and analyse all our eye tracking research so we do all the hard work for you, delivering the insights you need to sell more of your products or services.

We had a brilliant day at the expo, educating the people of Salford and Manchester to the benefits of user experience and eye tracking and we hope at the very least that they start to think more about the people using their website or product. As opposed to designing something that just looks nice, our designs actually work to bring you more sales (as well as looking nice too of course!).

An example of our mobile and tablet eye tracking unit setup

Mobile and tablet eye tracking setup

iPad Mini Usability and User Experience

 

With the launch of the iPad Mini you may be wondering whether you should buy one, especially if you already own an iPad. What are the usability and ux benefits to you?

So, let’s have a look at what a smaller screen size means to your user experience.

 

One-handed usability

Using the iPad requires two hands – why use two when you can use one? The smaller hardware of the Mini now brings one-handed use to the iPad. It also opens up the range of postures you can adopt whilst using it as holding the device becomes easier and more flexible.

Apple iPad Mini

 

Portability

Although the iPad looks like it should be portable, in reality it’s not ideal. It’s slightly too large to fit comfortably in many bags (particularly ladies handbags) and it’s also fairly weighty which means carrying it around all day can become a real pain in the neck (literally). You have to make a choice whether you really want to take it to the coffee shop because you can’t just slip it into your pocket like you can a mobile phone. The iPad Mini should take away some of this cognitive decision making process as it will have increased portability.

 

Great for public transport

Do you take your iPad on the tube? It’s more likely you’ll take your Kindle due to the portability factors above, as well as needing one hand free to hold onto the rail. With the launch of the Mini, it’s likely we’ll see increased use of iPads (Mini versions) on the tube, bus, airplanes, etc.

public transport

 

Child friendly

Touchscreens appeal to children in a big way. With their glossy screens, bright colours, big buttons and direct touch interface, the interaction is natural for youngsters (not to mention pets!). But do you trust your child with your iPad? Or is too expensive and too heavy? The iPad Mini could open the doors to increased use of the Mini with children. We could see an increase in educational apps as more and more parents invest in this cheaper and smaller, more child friendly version of the iPad for their children.

 

Better User Experience for certain apps

Some apps are just a bit fiddly when shrunk down to mobile, yet are too big and not ideal to use on a large device. The iPad Mini offers the perfect screen size and hardware for apps such as maps and navigation, where pinching and zooming on a mobile can be frustrating and difficult, but carrying a full sized iPad around is cumbersome.

 

The Fun Factor

The Mini will have all the benefits of the iPad in a smaller, more portable format. This means it’s ideal for playing games and taking with you to meet friends. This is a use case the iPad misses out on a lot. Sitting in a coffee shop, showing things like photos and websites to friends and generally becoming a more social product that you don’t just use by yourself but interact with together is incredibly powerful.

 

Increased Emotional Attachment

We already know that people become emotionally attached to their mobiles and one reason for this is they carry their mobile with them almost everywhere they go. With increased portability, there is an increased likelihood of emotional attachment with the Mini.

Need help with iPad Mini design or research? We can help. Contact us

 

The growing importance of tablet E-commerce UX

As iPhone shoppers decrease, the amount of people now shopping e-commerce sites on tablets has grown rapidly to 54.9%. Not only has iPad usage increased, but the average conversion rate is also 22.5% higher (visitors convert at 3% as opposed to 2.8% for websites overall). iPhone conversion is much lower, at only 1%.

Average Order Values – iPad wins 

aov_-_mobile_vs_non-mobile

 

Increase in traffic from tablets

In just one year, traffic from tablets has increased 348%. The fastest growing demographics are both young and old consumers and they are used in environments that may explain their higher conversion:

- 96% in the living room

- 94% in the bedroom

- 75% in the home office

- 70% on the porch

These are environments where people feel more relaxed, have more privacy and more time to make a purchase which may explain the higher conversion.

It’s time to focus on your tablet user experience

With increased traffic from tablets and increasing conversion, it’s time to think about improving your tablet user experience and usability. If you haven’t done so, we would highly recommend analysing/benchmarking your current tablet user experience via user research or eye tracking so you can then work on redesigning the main tasks of your site to increase your conversion. Basket and checkout areas are particularly troublesome on tablet devices and are a good area to focus improvements.

source: http://econsultancy.com/uk/blog/10385-mobile-traffic-on-e-commerce-sites-doubles-in-nine-months