#ecomchat – Mobile Ecommerce – October 22nd 2012

October 22, 2012
dan

#ecomchat is a weekly hour-long session on Twitter where anyone & everyone is welcome to chat about ecommerce. (more details on the ‘what’s this about?‘ page)

Here is the log of the session on ‘Mobile Ecommerce’ (mcommerce!), from October 22nd 2012. There are 100+ tweets here that we’ve tried to put into some sort of order. An interesting one this week – lots of interest in the first question, not so much in the 2nd or 3rd.

Do drop in any Monday, on Twitter, at 5.30pm UK (12.30 Eastern US).

#ecomchat – 2012 – October 22

Storified by dan barker · Mon, Oct 22 2012 12:46:35

Right, let’s get started with #ecomchat – who is around? Do chip in if you are here & interested in #ecommerce.dan barker
Evening all and welcome to #ecomchat week2 – mobile commerce. Who is listening? Over to @danbarkerJames Gurd
More details of #ecomchat here if you’re totally lost: https://ecomchat.org/aboutdan barker
I’m in #ecomchatDan Coleman
RT @danbarker: Right, let’s get started with #ecomchat – who is around? Do chip in if you are here & interested in #ecommerce.LEON BG (RETAIL)
#EcomChat Q1: Responsive vs Separate Sites vs One-Size-Fits-All for ecommerce – what do you think are the pros & cons of each?dan barker
A1) My preference is responsive using CSS to control look, though solution should match unique needs #ecomchatJames Gurd
#ecomchat Mobile sites should usually have cut down features to suit the device limitations. So one size fits all isn’t the way to go imo.Craig Williams
.@CraigWSoftcat very interesting. That from a B2B perspective, or do you think it applies no matter what? #ecomchatdan barker
@danbarker It’s a fallacy to think responsive web design is good mobile design, but if easy to implement, I would do it.Ian Fenn
separate site: cons DNS latency during redirect, additional maintenance task, not as good social sharing. pros mobile strategy #ecomchatDan Coleman
@JamesGurd and only worthwhile if it offers a truly optimised mobile experience not a mobile set of desktop content and functions #ecomchatDan Coleman
@DanielMColeman what do you mean by ‘pros mobile strategy’? #ecomchatdan barker
@danbarker if you have the resource you can have a dedicated mobile strategy – e.g. it might be more lead gen than transactional #ecomchatDan Coleman
@DanielMColeman yes I think key challenge with separate is maintenance effort/cost #ecomchatJames Gurd
Hard to imagine a ‘one size fits all’ ecommerce site that couldn’t be better optimised on either phone or large screen? #ecomchatWeb Managers Group
+1 RT @CraigWSoftcat: #ecomchat Mobile sites should usually have cut down features to suit the (cont) https://tl.gd/jo1qb5willdymott
@danbarker if you do go with a mobile site,making the standard one quickly accessible is a must #ecomchatGaz Copeland
@StokedSEO v much agreed. Interesting to track the ‘view standard site’ clicks. Have you seen it cause issues when not? #ecomchatdan barker
@danbarker just a general annoyance for me as a user. As is tweeting out deep links only to be redirected to a mobile homepage #ecomchatGaz Copeland
@danbarker is also a big problem for many sites which auto detect and redirect to mobile #ecomchatGaz Copeland
Any good examples of ‘responsive design’ ecommerce sites to share? #ecomchatWeb Managers Group
@danbark #ecomchat NO – not if I wanted money (see https://www.coop.se as an example of 1.2Mb Mobi site)Craig Sullivan
@willdymott hi will can you give an example of feature you would cut for retail mobile site? Thanks #ecomchatJames Gurd
Zoom RT @JamesGurd: @willdymott hi will can you give an example of feature you would cut for retail mobile site? Thanks #ecomchatwilldymott
360 RT @JamesGurd: @willdymott hi will can you give an example of feature you would cut for retail mobile site? Thanks #ecomchatwilldymott
@danbarker – Only if analytics (users) & the brand approach (context) warrants it. It’s a) costly & b) adaptive web does suffice #ecomchatAlex Blaney
@StokedSEO @danbarker Good idea to implement sniffer code which gives user option before redirect. To either go to msite or full #ecomchatCraig Williams
As an aside, I’ve tested some ‘desktop’ vs ‘mobile’ sites on mobile devices & a couple of times ‘desktop’ has come out the winner. #ecomchatdan barker
@danbarker Well they are just bad mobile sites then 😉 #ecomchatCraig Williams
@CraigWSoftcat i agree with that. easy to look like a ‘mobile site’ without being any use 😉 #ecomchatdan barker
@danbarker From what perspective Dan? #ecomchatMark Bolitho
RT @leebandoni if you don’t then you’re in serious trouble, google are about to introduce penalties for poor mobile ecom design #ecomchatdan barker
@leebandoni how do you think Google will figure out whether they’re ‘poor’ or not? (+ any source links?) #ecomchatdan barker
Is anyone using sniffer code and offering people a choice, or using browser detection etc? #ecomchatJames Gurd
We use browser detection RT @JamesGurd: Is anyone using sniffer code and offering people a choice, or using browser detection etc? #ecomchatwilldymott
RT @CraigWSoftcat: Good idea to implement sniffer code which gives user option before redirect. To either go to msite or full #ecomchatJames Gurd
@CraigWSoftcat v good. or even pick one, but include an overly prominent link to the other on 1st page? #ecomchat @StokedSEOdan barker
@danbarker @CraigWSoftcat yeah, I think if the ability to switch is obvious enough then you wouldn’t need that #ecomchatGaz Copeland
The one size fits all plan isn’t really a good idea as the needs of each device user are different. #ecomchatDaniel Austin
For many I’m sure it is cost/resource vs not being in the mobile space at all that dictates the decesion #ecomchatDaniel Austin
V good point from @danieljaustin – often ‘mobile’ isn’t driven by what’s right, largely by cost/time available. #ecomchatdan barker
Example of @goodprint – mobile site is much more orientated around reordering – makes dedicated much more practical #ecomchatBen Goodwin
I think projects start wrong if the thought is ‘we just need to adapt the desktop site, job done’ #ecomchatJames Gurd
@danbarker – IMO. Start with mobile first. Then use Adaptive Web with astute break points to deliver the best ROI for your client. #ecomchatAlex Blaney
What do you consider a mobile site? Not just anything IMO, has to be specifically targeted for mobile users & user journeys. #ecomchatJames Gurd
@JamesGurd with the size of handsets, their capabilities and connection speeds now I find the idea of a "mobile site" old hat #ecomchatGaz Copeland
@danbarker @leebandoni they could give m. sites a boost when searching from a mobile. That would make me sad. Most emdots are crap #ecomchatDan Coleman
What are your customers telling you, how has your site visits via mobile/tablet changed over time.This should drive your decision #ecomchatDaniel Austin
@DanielJAustin: there is a school of thought that you should build for mobile first then reverse engineer for desktop #ecomchatPaul_Digital_Bidder
@Paul_Bidder indeed, but I just think businesses need to take a slight step back before heading into mobile head first #ecomchatDaniel Austin
@DanielJAustin @Paul_Bidder Agree. I think there are opportunities in looking at how people are wanting to use mobile differently #ecomchatDan Coleman
Anyone else have a thought there. New Google Tablet is rumoured at 2560×1600 resolution. How’s that fit with ‘responsive’? #ecomchatdan barker
@danbarker #ecomchat – not really mobile … and its 10" same as my laptop – so does it need to be responsive ?Gerry White
No doubt mobile is the future,have this in mind with any future projects, just think about the best experience for your customers #ecomchatDaniel Austin
@DanielJAustin @paulbidder yep start with the basic financial case – does traffic + growth potential justify investment? #ecomchatJames Gurd
@dergal I agree. & I think almost impossible to design a set of elements that scale nicely from 320px up to 2560. #ecomchatdan barker
Right I’m out of #ecomchat and on me bike. Will read the rest of the discussion when I get to the train. You know. Mobile ;)Dan Coleman
Right, we’re 35 minutes into #ecomchat. Let’s move on to Q2!dan barker
#EcomChat Q2: Marketing for mobile: what should people do differently to take ‘mobile’ into account in their marketing?dan barker
#ecomchat a2 keep your phone number visible when ever your call centre is openwilldymott
A2) and think how mobile interacts with offline channels like press, in store etc #ecomchat offer all relevant response mechanismsJames Gurd
#EcomChat A2. Silly eg. One of the things I do differently is measure ’email to a friend’ on mobile as a marketing outcome.dan barker
#EcomChat A2. Sometimes people won’t buy directly on smartphones, but email the product link to themselves & buy later on tablet/desktopdan barker
A2) integration opportunities with mobile/tv/radio can be greater if you think about it first … #ecomchatDaniel Austin
@DanielJAustin you mean but thought into plans and not just execute on a whim…. #ecomchatJames Gurd
@willdymott I like that. Good tip from @optimiseordie is to track clicks on your phone number on mobile too. v easy. #ecomchatdan barker
#ecomchat also 0844 numbers very easy and cheep to set up with good reportingwilldymott
@JamesGurd exactly #ecomchatDaniel Austin
SEO/PPC strategy need to be thought about in a different way for #mcommerce the intent is often different #ecomchatDaniel Austin
@danbarker bidding on mobile PPC search generally cheaper or no different? #ecomchatWeb Managers Group
@webmgrs yes – sometimes cheaper, less competition, and higher CTR. #ecomchatdan barker
#EcomChat Q3: What should you do to measure ‘mobile’ vs ‘desktop’? (& where do tablets fit?)dan barker
My key advice is approach planning for mobile campaign same as anything else – goals, audience needs, cta, ease of response etc #ecomchatJames Gurd
@danbarker – ‘Mobile First’ as an IA/UI ethos that is, as it caters for all (using the right image serving tech of course). #ecomchatAlex Blaney
#EcomChat A3: I think v important to #measure ‘mobile’ & ‘desktop / tablet’ separately.dan barker
#EcomChat A3: Little bit tougher than it should be as @googleanalytics bulks ‘mobile’ & ‘tablet’ together.dan barker
I like to create custom segments for device types, browser sizes etc in GA then use to drill down in reports – the basics #ecomchatJames Gurd
@JamesGurd rule of thumb is that tablet conversion & ATV is usually fairly close/little higher than desktop. Mobile usually lower. #ecomchatdan barker
Yes I’ve seen tablet aov higher but rel low traffic contribution for ecommerce, though good for news pages like blogs #ecomchatJames Gurd
Right – the hour is up. Big thanks everyone for chatting on #ecomchat . Do drop feedback to me or @jamesgurd .dan barker
#ecomchat will be back again next Monday at 17.30 UK, and we will write up today’s notes in the meantime at https://ecomchat.orgdan barker

Thanks a lot to the following people who took part: @craigwsoftcat, @danieljaustin, @danielmcoleman, @davechaffey, @edwinbongo, @futuretracy, @jamesgurd, @kevin_galway, @leonretail, @optimiseordie, @paul_bidder, @stokedseo, @_dines, @agwp, @cranberrypanda, @danbarker, @danielbianchini, @erikau, @gcharlton, @georgeioannou, @haydens30, @hitono, @markbolitho, @paulnrogers, @poakley, @ravisodha, @robeasson, @swifty7, @therustybear, @walkerama, @webmgrs, @willdymott.

Do drop in next Monday, on Twitter, at 5.30pm UK (12.30 Eastern US).

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