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Conversion 2017 - Bas Jansen & Karen Carbonez (Google)

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Google presentatie door Bas Jansen & Karen Carbonez tijdens Emerce Conversion 2017

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Conversion 2017 - Bas Jansen & Karen Carbonez (Google)

  1. 1. Confidential & ProprietaryConfidential & Proprietary Future of Mobile Optimization Bas Jansen Karen Carbonez
  2. 2. Confidential & Proprietary Over one trillionsearches per year … and 15%of daily queries we’ve never seen before!
  3. 3. Remember 1998?
  4. 4. 5 billionmobile users by 2020
  5. 5. Confidential & Proprietary More than HALFof searches are on mobile
  6. 6. Image source: Apple
  7. 7. Confidential + Proprietary I Minimize your conversion gap on mobile Conversion Rate Benchmarks - NL Retail Share of queries Source: ISM eCompany Benchmark - Q3 2016 - Based on 1,4768,933 sessions and 325,981 transactions. PDF 55% 16% 29% Source: Internal Google data for children’s clothing. Netherlands, September 2016
  8. 8. I Meet expectations, or pay the costs Source: Why Great Mobile Experiences Should Be a Priority for Marketers - ThinkWithGoogle
  9. 9. Confidential + Proprietary #1: Test on mobile
  10. 10. Speed matters
  11. 11. I Who does it best, NOW? Source: Why Great Mobile Experiences Should Be a Priority for Marketers - ThinkWithGoogle
  12. 12. I Faster means fewer bounces 2.4 2.7 3.0 3.3 3.6 3.9 4.2 4.5 4.8 5.1 5.4 5.7 6.0 6.3 6.6 6.9 7.2 7.5 7.8 8.1 8.4 8.7 9.0 9.3 9.6 9.9 180,000 140,000 100,000 60,000 0 20,000 58 45 32 19 0 6 Sessions Load time (in seconds) Bouncerate(%) Sessions Bounce rate 13% bounce rate 20% bounce rate 58% bounce rate Source: SOASTA Case study (September 1st, 2015)
  13. 13. I Faster means more conversions Source: SOASTA Case study (September 1st, 2015) 180,000 160,000 140,000 120,000 100,000 80,000 60,000 40,000 20,000 0 1.2 1.5 1.8 2.1 2.4 2.7 3.0 3.3 3.6 4.2 4.5 4.8 5.1 5.4 5.7 6.0 6.3 6.6 6.9 7.2 7.5 7.8 8.1 8.4 8.7 9.0 9.3 9.6 9.9 Load time (seconds) Sessions Sessions Conversion rate (%) 1.9% conversion rate 1.5% conversion rate Mobile pages that load 1s faster see up to a 27% increase in conversion rates.
  14. 14. I Speed impacts business 2% slower = 2% fewer searches/user 400ms faster = 9% more traffic Faster pages = more pageviews 100ms faster = 1% more revenue 5s faster = 25% more pageviews, 7-12% more revenue 37% faster = 70% increase in mobile revenue per user 80% faster = 108% increase in ads interaction rate
  15. 15. I Where should you start?
  16. 16. I What should you do?
  17. 17. Confidential + Proprietary #2: Improve your speed
  18. 18. Mobile is the fastest growing technology of all times Source: eMarketer 2015 - via US Census 67 yrs 72 yrs Users Time 0 1Bn 32 yrs20 yrs 5 yrs
  19. 19. We’re already seeing a second revolution linked to mobile phones 20% Voice Search
  20. 20. Next to voice search, image search is also becoming more popular
  21. 21. Image recognition keeps getting better Chihuaha or muffin?
  22. 22. Confidential & Proprietary Conversational Get things done In your world Digital Assistants will accelerate this evolution
  23. 23. By 2020, it is expected that 50% of all queries will either be voice or image based Source: eMarketer 2015 - via US Census 67 yrs 72 yrs Users Time 0 1Bn 32 yrs20 yrs 5 yrs3 yrs?
  24. 24. We’re headed to a new generation of computing After 30 years we’re shifting to a new and more sophisticated kind of computer Always with you Intensely personal Mobile first Uses machine learning 1000x faster Image & Voice as primary input So much easier to use Source: Mobile is eating the world report 2016
  25. 25. Confidential & Proprietary How can you prepare for this new mobile revolution?
  26. 26. 1. Your business can participate in these new technologies in two different ways Voice & Image Search on your website or app... Example: Amazon … through using speech and vision APIs Example: Speech and Vision APIs
  27. 27. 2. Your business can participate in these new technologies in two different ways Conversational Shopping through your Website or App… Example: Amazon … through building your own Conversational Interface using api.ai Example: Api.ai
  28. 28. The role of website designers changes in a conversational era Lion’s share of time goes into writing and making sure it feels like a real conversation Source: My Website is now conversational - Here’s what I learned
  29. 29. Natural language is really hard to codify: here are some tips to help you get going 1. Create a persona for you bot 2. Map out core conversation paths 3. Think about how context might influence your conversation 4. There are no errors in a conversation
  30. 30. Confidential + Proprietary #3: Start experimenting with your own conversational interface
  31. 31. Confidential + Proprietary #1: Test on mobile #2: Improve your speed #3: Start experimenting with your own conversational interface
  32. 32. Confidential + Proprietary Thank You!

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