experiência m commerce walmart.com marcia-maia
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EXPERIÊNCIA M-COMMERCE
21.11.2013Marcia Maia
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NOVA EXPERIÊNCIA
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NOVA EXPERIÊNCIA
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CENÁRIO BRASILEIRO MOBILE
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FONTE: HTTP://MOBITHINKING.COM/MOBILE-MARKETING-TOOLS/LATEST-MOBILE-STATS/A
5º MAIOR MERCADO MOBILE
BRASIL
4º MAIOR MERCADO DE SMARTPHONES
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40%CRESCIMENTO DE 2012 / 2013
SMARTPHONES
FONTE: RESEARCH AND MARKETS, KPCB E FORBES.COM
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Mobile será responsável por mais de 50% das compras de e-commerce em 18 a 36 meses
FONTE: HTTP://WWW.FORBES.COM/SITES/ERICSAVITZ/2012/10/03/HOW-MOBILE-DEVICES-WILL-SHAKE-UP-THE-E-COMMERCE-BUSINESS/
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FONTE: CÂMARA BRASILEIRA DE COMÉRCIO ELETRÔNICO
Previsão de vendas m-commerce no Brasil em 2013:
R$ 2 bilhões
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A compra por m-commerce vai além do uso de apps ou sites em tablets e smartphones, está relacionada a:
8 comodidade 8 descoberta 8 busca 8 comparação 8 conversão
MOBILE COMMERCE
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showrooming | bed commerce
MOBILE COMMERCE
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32%ACHAM OS SITES MOBILE CONFUSOS E DIFÍCEIS DE NAVEGAR
FONTE: EPISERVER RESEARCH
35%ACABAM SAINDO DO SITE PARA FAZER OUTRAS TAREFAS
15%NÃO RETORNAM DEVIDO À EXPERIÊNCIA NEGATIVA
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O SITE MOBILE ERAPesado, lento, vulnerável, instável,
apresentava erros grosseiros
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Ninguém quer repetir uma experiência ruim!
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Usuários mobile são mais objetivos e exigentes, usam seus devices em pequenos intervalos de tempo
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MELHORAR A EXPERIÊNCIA
E
AUMENTAR O FATURAMENTO
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UX
TI
NEGÓCIOS
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NOVO LAYOUT
NOVO MODELO DE NEGÓCIOS
NOVA PLATAFORMA
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Customer acquisition
Future Growth
Category Development
Customer Experience
Customer Promisse
ALINHAMENTO COM OS PILARES DO WALMART
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ANTES E DEPOIS
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ANTESNão tinhamos m.walmart.com
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DEPOISm.walmart.com
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ANTESInstabilidade de css
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ANTESInstabilidade de versão Mobile x Clássica
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DEPOISEstabilidade
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BUSCAR Campo "Quantidade" travado
ANTESErros básicos
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DEPOIS:)
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ANTES
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DEPOIS
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Estavamos levando até 30 minutos pra realizar uma compra sujeita a todo tipo de barbárie digital. Obs: Amazon tem como objetivo realizar a compra em 30 segundos.
ANTES
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Reduzimos para aproximadamente
2min e 30seg
DEPOIS
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OUTRAS NOVIDADES
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BOTÃO COMPRAR
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BUSCASuggestion Auto-complete
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SEO
Rich snippets (Dados como preço, resenha, etc.)
Informações adicionais que ajudam o possível comprador a tomar decisão de compra
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MARKETPLACE
Produtos de outros parceiros vendidos pelo Walmart
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MARKETPLACEPET SHOP ADEGA
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MÉTRICAS
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ANTESSem métricas de visitas (Apenas métricas de venda)
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DEPOIS PÁGINAS MAIS ACESSADASHOME RESULTADO DE BUSCA
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PALAVRAS MAIS BUSCADAS
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MOBILE CRESCEU
300%EM VENDAS DESDE O LANÇAMENTO DA NOVA VERSÃO
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BASTIDORES
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LAB
UX
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LAB
UX
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Hackathon <walmart.code>
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Walmart.com
Virada
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E por trás disso tudo, tem uma galera extremamente competente, dedicada e apaixonada pelo que faz!
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