4. Agenda
ONE: Mobile Readiness, The State of the Field
TWO: Why Mobile Optimization Matters
THREE: Cross-Industry Best Practices
FOUR: Next Steps to a Fully Optimized Site
6. “
Mobile is ramping up
faster than any other
technology we have
”
seen in the past.
Mary Meeker
Kleiner Perkins
Google Confidential and Proprietary 6
7. 3x more smartphones
are being activated
every minute around
the world than there
are babies being born.
Google Confidential and Proprietary
8. Smartphones Have Gone Mainstream
By the end of 2011
over half
of Americans will have
a smartphone.
Source: Nielsen March 2010, Morgan Stanley 2010 Google Confidential and Proprietary 8
9. The Mobile Web is Exploding
120
US Mobile Queries (Indexed)
4x Growth
100
80 in past year
60
40
20
0
2007 2008 2009 2010 2011
Source: Internal Google Data 2010 Google Confidential and Proprietary 9
10. Restaurants
29.6% of queries are mobile
1/11 5/11 9/11 1/12 5/12 9/12 1/13 5/13 9/13 1/14 5/14 9/14 1/15
Source: Internal Google Data 2011 Google Confidential and Proprietary 10
11. Consumer Electronics
15.5%
29.6% of queries are mobile
of queries are Mobile
1/11 5/11 9/11 1/12 5/12 9/12 1/13 5/13 9/13 1/14 5/14 9/14 1/15
Source: Internal Google Data 2011 Google Confidential and Proprietary 11
12. Finance and Insurance
15.4% of queries are mobile
1/10 7/10 1/11 7/11 1/12 7/12 1/13 5/13 1/14 7/14 1/15
Source: Internal Google Data 2011 Google Confidential and Proprietary 12
13. 79%
of large online advertisers
do not have
a mobile optimized site.
Source: Internal Google Data 2010 Google Confidential and Proprietary 13
15. Transform your desktop site for the mobile platform
Google Confidential and Proprietary 15
16. Users Prefer Mobile Sites Over Apps
Percentage of US mobile device users that prefer
mobile browser to apps by function:
79% Product reviews
58% Prefer mobile sites to apps for video
81% Researching prices
64% Checking in-store features (location,
maps, etc)
Source: eMarketer, “Mobile Users Prefer Browers over Apps.” October 27, 2010. Study by Adobe Systems Incorporated, “Adobe Mobile Google Confidential and Proprietary 16
Experience Survey: What Users Want from Media, Finance, Travel, and Shopping” conducted by Keynote Systems, Oct. 13, 2010.
17. Mobile Users Have High Expectations
58% of mobile phone users expect mobile sites to load
as quickly, or faster than desktop sites.
Mobile users value speed
www.nytimes.com Google mobile.nytimes.com Google
38% of users are willing
Ad Slot to wait 30 seconds or
less to complete a simple
transaction.
Source: Compuware, “Why the Mobile Web is Disappointing End-users.” March 2011 Google Confidential and Proprietary 17
18. Mobile Users Hold Grudges
…and Move on if They Aren’t Satisfied
Mobile users expect quick and consistent
transactions anytime
Of users are unlikely to return to a mobile
61% site that they have had trouble accessing
from their phone.
40% Said they’d visit a competitor’s mobile
website instead.
19% Of people would have a negative overall
perception of the company if they are
dissatisfied with the performance of the
mobile site.
Source: Compuware, “Why the Mobile Web is Disappointing End-users.” March 2011 Google Confidential and Proprietary 18
19. Mobile Sites Have Higher Success Rates
Research has shown that web retailers could increase consumer
engagement by 85% with a mobile-specific website.
5
e
1% e more
rs ar e from
sum rchas
o f con to pu t have ites.
li kely ilers tha webs
reta pecific
s
mo bile-
Source: PRWeb, “51% of Counsumers are more likely to shop at retailers who have websites designed for devices like the iPhone.” Google Confidential and Proprietary 19
November 16 2010. Research by Brand Anywhere and Luth Research, “Supply and Demand of the Mobile Web” November 2010
21. Mobile Landing Page Best Practices
1. Keep The Layout Simple ›
2. Design For Thumbs, Not Mice ›
3. Prioritize Content ›
4. Use Uniquely Mobile Features ›
5. Make It Easy To Convert ›
Google Confidential and Proprietary 21
22. Keep The Layout Simple ›
Google Confidential and Proprietary
40. Mobile Landing Page Best Practices
1. Keep The Layout Simple ›
2. Design For Thumbs, Not Mice ›
3. Prioritize Content ›
4. Use Uniquely Mobile Features ›
5. Make It Easy To Convert ›
Google Confidential and Proprietary 40
41. Next steps to a
Fully Optimized Site
Google Confidential and Proprietary
42. Steps to a Fully Optimized Site
Prepare
Check out your site on your phone.
Prioritize its content for mobile users.
Google Confidential and Proprietary 42
43. Steps to a Fully Optimized Site
Prepare
Check out your site on your phone.
Prioritize its content for mobile users.
Landing
Page
Google Confidential and Proprietary 43
44. Steps to a Fully Optimized Site
Prepare
Check out your site on your phone.
Prioritize its content for mobile users.
Product
Landing specific
Page microsites
Google Confidential and Proprietary 44
45. Steps to a Fully Optimized Site
Prepare
Check out your site on your phone.
Prioritize its content for mobile users.
Product Fully
Landing specific optimized
Page microsites site
Google Confidential and Proprietary 45
46. Steps to a Fully Optimized Site
Prepare
Check out your site on your phone.
Prioritize its content for mobile users.
Product Fully
Landing specific optimized
Page microsites site
Optimize and
iterate
Google Confidential and Proprietary 46
50. Appendix
3rd party mobile preview tool: www.blaze.io/mobile
Google’s page speed tool: http://pagespeed.googlelabs.com
Google Mobile Ads: http://www.google.com/mobileads