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Mobile websites are more important than you think

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Mobile websites are more important than you think

  1. 1. Mobile Websites are More Important than You Think Presented By Robert McFrazier
  2. 2. Robert McFrazier @rmcfrazier http://blog.robert.mcfrazier.com
  3. 3. ● How important is a mobile website? ● What are user expectations for mobile websites? ● Commerce and the mobile web ● How important is speed for a mobile website? ● AMP highlights ● PWA highlights
  4. 4. Mobile Website Audits
  5. 5. 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 “ ”
  6. 6. I’ll just use my desktop site as my mobile site, because they are the same. How important is a mobile website?
  7. 7. When was your website mobile moment?
  8. 8. 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
  9. 9. 150 177 amount of time we check our mobile phones a day minutes spent a day on our mobile phones
  10. 10. 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
  11. 11. 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.
  12. 12. “Getting mobile right” means giving your consumers what they expect… Effortless Consumers want to get started researching, comparing and selecting products with ease Effective When possible they want to get things done on phones with frictionless experiences Seamless No matter the device, they want to pick up where they left off without missing a beat Ubiquitous The experience should come to consumers, wherever they are
  13. 13. 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
  14. 14. How does context change intent in the moment? Location Content
  15. 15. 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)
  16. 16. The initial experience with your brand will likely be from your mobile website.
  17. 17. Beginning Middle End Consumers engage with mobile at the... 41% 19% 61% ...of their shopping process
  18. 18. 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
  19. 19. Without utility in the moment, not only will consumers move on, they actually might not ever come back of consumers say that regularly getting useful information from an advertiser is the most important attribute when selecting a brand 73% of smartphone users have bought from a brand other than their intended one because the information provided was useful 51% of smartphone users say they're more likely to buy from companies who customize mobile information to their location 61%
  20. 20. Your mobile website is a digital influencer.
  21. 21. 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)"
  22. 22. 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?
  23. 23. How fast is fast enough.
  24. 24. 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"
  25. 25. While 4G adoption continues to increase, 2G and 3G networks are here to stay for a while.
  26. 26. How important is speed for a mobile site? Throttle Bandwidth Chrome Dev Tools Create a throttled network
  27. 27. 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(%)
  28. 28. Public Service Announcement
  29. 29. 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
  30. 30. 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
  31. 31. https:// HTTPS is a ranking signal for Google’s SERP Protect users with HTTPS
  32. 32. Mobile friendliness is not JUST a responsive/adaptive design.
  33. 33. The Future of the Mobile Web Source: xkcd.com a webcomic of romance, sarcasm, math, and language
  34. 34. what if speed was the #1 feature?
  35. 35. AMP is pretty fast 0.7sec Load Time for AMP 22.0sec Load Time for Non-AMP
  36. 36. AMP’s Speed sources AMP-HTML Format & Runtime Pre-rendering Caching
  37. 37. 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
  38. 38. Push notifications on the web? System level notifications, like apps Ask to notify users with specific information Can send notifications even page closed
  39. 39. Speedy Content Delivery Load your site quickly and experience offline mode Re-Engagement Send push notifications to mobile web users Frictionless Installability Engage with users without having them go through an installation process Trusted Access Protect consumers and provide safety Offline Access Secured Connection Add to Homescreen Provide an app-like user experience that is low friction and is built using modern web capabilities. Future: Native App-like Web Apps
  40. 40. Questions
  41. 41. Robert McFrazier Email: robert@mcfrazier.com Blog: http://blog.robert.mcfrazier.com Twitter: @rmcfrazier Thank You

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