Mobile Web at Etsy
summary
Etsy has >50% traffic from mobile and tries to move from a siloed 2011 mobile-web team that used user agent sniffing and separate templates to a culture where every feature team owns mobile. A year of neglect and rising tablet traffic exposes failures; a performance-driven approach uses a performance dashboard, monthly public metrics, a revamped device lab, hack weeks and CEO mandate to cut mobile bounces (one test shows a ~12% lift) and make teams ship mobile-first.
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chapters (16)
- 0:00Intro
- 0:43Feature Teams • Listing page • Seller tools • Checkout
- 1:40User agent sniffer delivers different templates
- 2:13One team was THINGS! responsible for mobilizing everything
- 2:25Worked okay... for a while.
- 2:42Everyone hates duplicate code
- 3:42It was a large technical hurdle
- 3:55Device sizes and operating systems grew more fragmented
- 4:29shipping mobile web teaching
- 5:40but feature teams know how their feature should work on mobile.
- 9:21Developers fixed it
- 11:29Educating coworkers
- 11:45Lunch & Learn: Mobile Web Performance
- 12:14Lunch & Learn: Designing for Touch
- 14:19Remember this win on desktop, where we added some light copy changes and saw a lift in conversion? As promised, we're running this experiment on mobile web...
- 15:46caring Which of these shipping teaching J are you missing?
related talks
05mLara Swanson (Etsy) interviewed at Fluent 2014
43mThe Mobile Web: MIA
05m"The Mobile Web: The Next Frontier"
31mMobifying eCommerce: taking an internet business mobile
54mNow that we have an app, let's kill our mobile site!
13mMobile Web Performance and User Experience
55mReckoning: Frontend's Lost Decade
55mThe Future of the Mobile Web