Pacific Northwest PHP 2016 Conference presentation on mobile websites

1. Why your mobile site
matters more than
you think !!
Presented By
Robert McFrazier

2. Robert McFrazier
@rmcfrazier
http://blog.robert.mcfrazier.com

3. Mobile Website Audits

4. How important is a mobile website?
...more Google searches take
place on mobile devices than on
computers in 10 countries
including the US and Japan.
Jerry Dischler, Vice President, Product Management, AdWords
“
”

5. I’ll just use my desktop site as my mobile site,
because they are the same.
How important is a mobile website?

6. When was your website mobile moment?

7. Most of the growth in digital from
here on out will be from mobile
TV Radio Print Digital Other
2011
2015
D+L
M
0:00
1:00
2:00
3:00
4:00
5:00
6:00
150x
per day
D+L
M
3:00

8. 150 177
amount of time we check our mobile phones a day minutes spent a day on our mobile phones

9. Web Videos Images Shopping News More Search tools
mi·cro-mo·ment
/ˈmīkrō/ /ˈmōmənt/
noun; plural noun: micro-moments
1. A moment when we act on a need – a need to learn something,
do something, discover something or buy something.
2. An intent-rich moment when decisions are being made
or preferences being shaped.
About 44,800,000 results (0.37 seconds)
define: micro-moment

10. thin slices of a day
We are all trying to get more done, get things off of
our plate, and take advantage of thin slices of time
throughout the day. This is a fundamental shift in
consumer mentality behavior.

11. How does context change intent in the moment?
Location Content

12. Mobile has changed how we act and react in life
Immediacy
of action
Acting on any stimulus,
whenever we’re
motivated to
High
expectations
for relevance and for
frictionless
experiences
Unscripted
decisions
People are more loyal to
the need in the moment
vs. a brand

13. 67% of
consumers have
greater chances of
converting in an
optimized site for
mobile devices.
52% of
consumers say they are
less likely to interact
with a brand which is
not optimized for mobile
devices.
61% of
consumers will leave
for a competitor’s site
if they cannot find
what they are looking
for.
It is very important to create a
good mobile experience.
Source: "What users want most from mobile sites today"
47% of
consumers expect
sites to load in <2
seconds and will
abandon if >3 seconds.
Source: "How loading time affects your bottom line"

14. Will abandon a site
that takes >3 seconds
to load
40%
Expect a page to
load in <2 seconds
47%
Say fast load time
speed is important
to site loyalty
52%
Slow and steady doesn’t win the race
What are user expectations for mobile sites?

15. Google Poll:
“what do you dislike the most when browsing the web on your mobile device?”
Encountering unplayable videos
Getting redirected to the homepage
Waiting for slow pages to load
Being shown interstitials
Other
14%
13%
46%
16%
11%
Source: "Google Webmaster Central Blog: “#MobileMadness: a campaign to help you go mobile-friendly” (posted: Monday, April 27, 2015)"

16. While 4G adoption continues
to increase, 2G and 3G
networks are here to stay for
a while.

17. Mobile pages should render in < 1s
3Gnetwork
connection
600ms to 1s
is consumed by mandatory 3G network
overhead which can’t be avoided
(average 750 Kbps to 1 Mbps)
Source: "The Search Agency, Optimization Strategies for the Mobile Web"

18. How important is speed for a mobile site?
Bandwidth Limitations
Chrome Dev Tools Create a throttled network

19. Mobile pages that load 1s faster see up to +27% CvR
180,000
160,000
140,000
120,000
100,000
80,000
60,000
40,000
20,000
0
1.7
1.6
1.4
1.2
1.0
0.8
0.6
0.4
0.2
0.0
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)
Conversionrate(%)
Sessions Conversion rate (%) Bounce rate (%)
1.9% conversion rate
1.5% conversion rate
Note: Some of pages with
load times faster than 2.4
seconds experienced lower
conversion rates.
Those numbers may be
influenced by faster
response/page load times for
404s and other errors.
Source: "Mobile performance conversion rate"
12.8% bounce rate
20% bounce rate
58
51
45
39
32
26
19
13
6
0
Bouncerate(%)

20. Wednesday, March 16, 2016
… we’re announcing that beginning in May, we’ll start
rolling out an update to mobile search results that
increases the effect of the ranking signal
to help our users find even more pages that are relevant
and mobile-friendly.
“
Continuing to make the web more friendly

21. Tuesday, August 23, 2016
To improve the mobile search
experience, after January 10, 2017,
pages where content is not easily
accessible to a user on the
transition from the mobile search
results may not rank as highly.
“
Continuing to make the web more friendly
Examples of interstitials that make
content less accessible

22. https://
HTTPS is a ranking
signal for Google’s SERP
Protect users with HTTPS

23. How important is a mobile website?
Where to begin – app, site or both simultaneously
APPS FIRST
E.g. Uber, Hotel Tonight
WHO: APP-CENTRIC MODELS
SITES FIRST
WHO: MOST COMPANIES
SITES + APPS
WHO: COMPANIES WHO HAVE NAILED THEIR SITE...
Delivers app-only
capabilities (e.g. offline)
Entertainment, media,
or gaming uses
Fully optimized for
mobile
Fully functional core
capability like commerce
Built with your future
customer base in mind
...and want to expand
on site capabilities...
...with app-only
capabilities (e.g. offline)
Focused on most loyal,
engaged customers
Intended for high
frequency use (e.g. daily)

24. Beginning
Middle
End
Consumers engage with mobile at the...
41%
19%
61%
...of their shopping process

25. Use mobile to start
75%
90%
Sources: NinthDecimal,
SessionM, Internet Retailer/Forrester
Use mobile in-store Use mobile to buy
(% of ecommerce on mobile)
FCST 2020
50%
30%
The mobile shopper

26. The Future of the Mobile Web
Source: xkcd.com a webcomic of romance, sarcasm, math, and language

27. what if speed was the #1 feature?

28. Progressive Web Apps
PWAs
Provides an app-like user experience
that is low friction and is built using
modern web capabilities
& enabled through Service Worker

29. Questions

30. Robert McFrazier
Email: robert@mcfrazier.com
Blog: http://blog.robert.mcfrazier.com
Twitter: @rmcfrazier
Feedback: https://joind.in/talk/0e4c2
Thank You