Webinar #5: Mobile indsigter og trends ft. Google

Webinar #5: Mobile indsigter og trends ft. Google
Confidential & Proprietary Mobile Webinar
Confidential + Proprietary 85% Of all Danes use a smartphone! (Nr.1 in Europe) *eMarketer: “IT-anvendelse i befolkningen 2015.”
Confidential & Proprietary We don’t go online. We live online.
Confidential & Proprietary devices activated since the beginning of this presentation 12456
Confidential & Proprietary mSite
Proprietary + Confidential mSite Speed & Performance: Fast(er) mSites = More revenue Thoughtful user experience design with highly performant load speed and responsiveness leads to higher conversions ▲Conversions Ultimately, speed & performance correlates directly to conversions UX = Perception Great user experience is the perception that all touchpoints in the journey completed seamlessly and naturally Speed & Performance Design is what the customer sees, speed & performance is what the customer feels
Smartphones are performance constrained Users have high(er) expectations on mobile Proprietary + Confidential Tough to swallow, but true...
(7.083 seconds = avg load time for US retail mSites*) *Source: www.businessinsider.com Proprietary + Confidential mCommerce remains an upper funnel affair
“When you squeeze that Web shopping experience into a mobile browser, the result is disaster -- or, to use the technical term, abandoned shopping carts. ” – readwrite.com Proprietary + ConfidentialSource: readwrite.com
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) Proprietary + Confidential
How fast is your site? SLOW apple.com microsoftstore.com store.google.com ?? ? Source: www.webpagetest.org Proprietary + Confidential
How fast is your site? SLOW apple.com microsoftstore.com store.google.com 20.1s9.4s 11.6s Source: www.webpagetest.org Proprietary + Confidential Watch the video here
Proprietary + Confidential 40% abandon if a site takes >3 sec to load 47% expect a page to load in <2 sec 52% say fast load time is important to brand loyalty Is your mSite fast enough?
Proprietary + Confidential Compared to a page that loads in 1 second -35% pageviews +105% bounce rate -38% conversions 5seconds 3seconds -22% pageviews +50% bounce rate -22% conversions
Proprietary + ConfidentialSource: 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 1.7 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 Sessions Conversion rate (%) 1.9% conversion rate 1.5% conversion rate Case Study: Mobile pages that load 1s faster see up to 27% increase in CvR Note: Some of the pages that were faster than 2.4 seconds experienced a lower conversion rate. While we don’t know for sure, the most common reason is because a lot of the faster pages are 404/error pages.
How fast is your site? SLOW m.kokken-jomfruen.dk kurser.ibc.dk ezzence.dk ?? ? Source: www.webpagetest.org Proprietary + Confidential
How fast is your site? SLOW 1 sec Source: www.webpagetest.org Proprietary + Confidential m.kokken-jomfruen.dk kurser.ibc.dk ezzence.dk
Source: www.webpagetest.org Proprietary + Confidential 5.6s 14.4s 10.1s
How fast is your site? SLOW m.kokken-jomfruen.dk kurser.ibc.dk ezzence.dk 10.1s5.6s 14.4s Source: www.webpagetest.org Proprietary + Confidential
Page speed = $$$ Proprietary + Confidential
Winning in mobile is elusive. POSSIBLE Proprietary + Confidential
How... Proprietary + Confidential
accommodate smartphone users eliminate impediments to action simplify checkout forms streamline site design test & experiment continuously treat performance as a feature link performance to business KPIs set performance budgets, monitor and optimize #winning a higher chance of 100%+ increase in CvR*}*Source: Criteo study Proprietary + Confidential
Why Amazon is “Customers can go from ‘I want that’ to ‘I bought that’ in under 30 seconds.” –Amazon 1 #winning Fact: Revenue at Amazon increases by 1% for every 100ms it cuts off download times. Source: mobilecommercedaily.com; Eliminating the speed delays with mobile Web shopping Proprietary + Confidential
+ Made performance a top priority + Reduced startup time by 70% 2 Why Netflix is #winning Source: techblog.netflix.com Proprietary + Confidential ““We firmly believe high performance is not an optional engineering goal – it’s a requirement for creating great user-experiences.” –Kristofer Baxter, User Interface Engineering @ Netflix
+ Decreased page load times by 80% to 2s + Reduced calls to the server by 400% + 83% increase in traffic + 32% increase in median time spent on site + Interaction rate on ads up 108% 3 Why GQ is #winning Source: Digiday.com Proprietary + Confidential
We care a lot...
PERFORMANCE AUDIT: Speed Test Proprietary + Confidential
Proprietary + Confidential PageSpeed Insights Source: PageSpeed Insights 1 2 Render-blocking Compression 3 Unoptimized images 4 Unminified resources Website page speed audit!
Proprietary + Confidential 1. Images = 63% of the average page’s total weight Solution: Use the right format & size - always compress! 2. 20% of pages have 100+ resource requests Solution: Reduce server response time, leverage browser cache (so resources are called only once) and consolidate resources (to limit the # of roundtrips). 3. JavaScript usage is intensifying Each request adds to the complexity of page rendering, because it needs to be downloaded and parsed by the browser. Solution: Know when to use JS and when to back away. Audit key pages and see where they sit on the JS spectrum. 4. 50% of mobile pages use custom fonts Poorly implemented custom fonts or fonts hosted externally = performance pain. Some fonts require tons of CSS code, while others rely on heavy JS. Solution: Disable custom fonts for smartphones. If necessary, only use them with headers and key typographical elements. Usual suspects in mobile performance 5. 20% of pages have 5+ redirects Redirects = performance fail = total usability fail. Solution: Use this SEO tool to audit your pages and identify all your redirects. 6. The # of pages containing HTTPS requests has > quintupled HTTPS requests need additional handshakes in order to verify their authenticity = extra network latency which, if your server isn’t configured correctly, can impact load times. Solution: Run your URL through an SSL server test such as ssllabs.com to verify that your server and certificate are configured correctly. Source: The Performance Beacon - The web performance, analytics, and optimization blog
Proprietary + Confidential Because slow is always bad in mobile High site abandonment High bounce rates Low CvRs Poor retention Hurts crawl efficiency Fewer pages are indexed Hurts UX Slows the (Google) crawler
Proprietary + Confidential Thoughtful user experience design with highly performant load speed and responsiveness leads to higher conversions ▲Conversions Ultimately, speed & performance correlates directly to conversions UX = Perception Great user experience is the perception that all touchpoints in the journey completed seamlessly and naturally Speed & Performance Design is what the customer sees, speed & performance is what the customer feels
Confidential & Proprietary devices activated since the beginning of this presentation 12456
Proprietary + ConfidentialProprietary + Confidential Proprietary + Confidential UX Strategy UX principles a. Attention: homepage, landing pages b. Engage: search, navigation, product pages c. Action: call to actions, form completion d. Flow: Mobile hygiene
Proprietary + ConfidentialProprietary + Confidential Proprietary + Confidential ATTENTION Hook users: Homepage/Landing pages
Proprietary + Confidential The 2 most important elements of the homepage amazon.co.uk 1. A clear Call To Action 2. A clear Value Proposition 1 2 travelrepublic.com
Proprietary + Confidential Proprietary + Confidential ENGAGE Let users explore: Navigation/Search/Filters/Product pages/Online to Store
Proprietary + Confidential Top categories should be displayed on the homepage Example Your Site Recommendations: Let users access the top categories quickly by displaying them on the homepage. You can order them per popularity or by best sellers. Insert a screenshot of the client’s homepage
Proprietary + Confidential ACTION Make them act: CTA/Basket/Conversion funnel/Checkout forms
Proprietary + Confidential Action buttons should stay in natural areas Example Your Site Recommendations: Make sure that your action buttons (eg. “add to cart”, “pay securely now”, “filter”, “sort”) stay in natural (easy-to-reach) areas on mobile screen
Proprietary + Confidential Have noticeable CTAs Example Your Site Recommendations: Have bigger and thumb-friendly CTAs. Insert a screenshot of the client’s product page
Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential Source: Travelrepublic.com
Proprietary + Confidential FLOW Offer a seamless experience: Mobile Hygiene/Speed
Proprietary + Confidential Leverage mobile UI elements Example Recommendations: - Use the most suited input type for each field (eg. don’t show the text keyboard in the card number field) - Drop-downs are the UI of last resort. Show the different options instead. - Use touch controls like steppers instead of making users type or select options from a drop-down menu
Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential
Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential
Proprietary + ConfidentialProprietary + Confidential Proprietary + Confidential Attribution
Confidential & Proprietary Mobile traffic up 145% YoY - now 34% of all site visits
Confidential & Proprietary More customers now convert on mobile
Confidential & Proprietary But why the gap between visits and conversions?
Confidential & Proprietary On Desktop, customers already know what they want
Confidential & Proprietary Fewer pages?
Confidential & Proprietary Less time?
Confidential & Proprietary =
Confidential & Proprietary Who gets credit for this conversion?
Confidential & Proprietary Last Click Attribution Model vs. Linear Attribution Model
Confidential & Proprietary Position-based Linear Time Decay AdWords attribution models First ClickLast Click Data-Driven
Confidential & Proprietary Mange tak!

Check these out next

Webinar #5: Mobile indsigter og trends ft. Google

Recommandé

Contenu connexe

Présentations pour vous(20)

Similaire à Webinar #5: Mobile indsigter og trends ft. Google (20)

Plus de Become A/S(20)

Dernier(20)

Webinar #5: Mobile indsigter og trends ft. Google