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GDC Next 2014 Schedule

View, browse and sort the ever-growing list of GDC Next sessions by pass type, track, format and day. With GDC Next Session Scheduler, you can build your schedule in advance and access it during the show via export or with the GDC Next Mobile App. Sessions do fill up, so please arrive early to sessions that you would like to attend.

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  • Mobile Conversion Is Broken: How to Fix It with Smart Mobile Design

    Mike Mace  |  Mobile Strategist, UserTesting.com
    Location:  Room 501
    Format: Lecture
    Track: ADC
    Pass Type: ADC Pass, All Access Pass - Get your pass now!
    Vault Recording: Video
    Audience Level: All

    In 2013, mobile shopping traffic and sales set unprecedented records. On Cyber Monday, 1/3 of online traffic came from smartphones and tablets. However, analytics companies report conversion rates are only 3% on tablets, and less than 1% on smartphones. This gap between mobile traffic and conversion leaves developers and UX designers with the daunting challenge of more effectively designing for a multi-device world. After conducting thousands of mobile user tests on e-commerce sites, we have uncovered the real problem is not smartphones themselves, but the designs of mobile shopping sites, which often discourage consumers from buying and can actually drive them away. In this presentation, Mike Mace will reveal these mobile design issues, and provide attendees with useful tips and real-world case studies on how to do mobile commerce right.

    Takeaway

    Mike has analyzed hundreds of mobile shopping tests to identify common problems and their root causes. Attendees will learn that most of the conversion problems are caused by the way we design smartphone sites and apps, not by the smartphones themselves. Attendees will learn what's different about mobile, what we're doing wrong (including the top seven problems below), and what we can achieve. The Top Seven Problems:

    • Confusing terminology
    • Number pad blues
    • Untappable items
    • Carousel confusion
    • PC surprises
    • Search and filtering nightmares
    • Menu madness.




     
    UBM Tech