Mobile experience and performance

Maja Lidén
Conversion Specialist, Google Denmark
The Consumers of the
Future are Mobile

Confidential + Proprietary
First time people hear about mobile

168x
every day
Source: ComScore (2017)

70%
of digital media
consumption

5.5B
smartphone users in 2022

5.5 B
Source: Forrester (2017)
6.1 B
That’s 90%
of adult population
Smartphone usersWorld adult population

100th time people hear about mobile

What is this to you?

a state of stress caused by having no
access to or being unable to use one’s
mobile phone
Source: Collin’s Dictionary (2018)

I need to
get home
I need to
pay a friend
I need to
find a date
I need
to chillout

DIGITAL SWISS KNIFE
super powerful and super smart

What characterises our world today?

Confidential & Proprietary
The 3 Fundamentals
FULL CONNECTIVITY ABUNDANCE OF DATAAFFORDABLE TECHNOLOGY

FULL CONNECTIVITY
In the coming three years, 200 billion
things will get connected and
750million
more people from across the globe
will go online, gaining instant access
to all the world's information

FACT:
“Mobile-first” is more likely
“mobile-only” for the next billion users

30connected devices per person by 2020
Source: GfK

AFFORDABLE TECHNOLOGY
Radical technology is being democratized by
a drop in prices. The average price of
smartphone has dropped by
50%
3D printing dropped from $40k in 2007 to
$100 today and industrial robots reduced
from $550k to $20k

Source: eMarketer 2015 - via US Census
67 yrs 72 yrs
Users
Time
0
1Bn
32 yrs20 yrs5 yrs

ABUNDANCE OF DATA
Data is becoming an essential element for
companies in a world where
90%
of the world's information was created
in the last 2 years

Think about it….
We have access to all the world’s
information in our pockets

Physical
world
Digital
world
mobile is the
connector

"Mobile is everywhere and in
everything to a point we will
stop using the word mobile."

Full
connectivity
Affordable
technology
Abundance
of data
Mobile Mobile is entry point
for tech innovation
All the world’s information
in our pockets

Proprietary + Confidential
CURIOUS DEMANDING IMPATIENT

Proprietary + ConfidentialSource: Google Data, US, Jan - June 2015 vs. Jan - June 2017Source: Google Data, US, Jan - June 2015 vs. Jan - June 2017
Have close to doubled
in the past 2 years
Mobile searches for
toothbrushes

Proprietary + ConfidentialSource: YouTube, July 2017
1 MILLION
videos on YouTube
for ‘best toothbrush’
There are over

In the past 2 years,
mobile searches related
to buying a home have
doubled and mobile
searches related to
weddings have tripled
Source: Google Data, United States, Jan-Mar 2015 vs Jan-Mar 2017

Proprietary + ConfidentialGoogle / Ipsos Connect, Jan. 2018, Playbook Omnibus 2018, n=1,604 US online smartphone users, A18+
of smartphone users expect
to get information specific
to them and their situations
while using their smartphone
64%

Nearly
smartphone users are not
absolutely certain of the
specific brand they want to
buy when they begin looking
for information online.
9 10in

of smartphone users have
purchased from a company or
brand other than the one
they intended to because the
information provided was useful.
56%

Proprietary + ConfidentialGoogle/Ipsos, “Shopping Tracker”, October-December 2017, Online survey, US, n=2,132 shoppers who return to a retailer site
of shoppers expect
to be able to pick up
where they left, when
they return to a retailer
site if they didn’t make
a purchase.
43%

Proprietary + ConfidentialGoogle/Ipsos, “Fall Shopping”, August-September 2017, Online survey, US, n=2,382 online Americans 13+ who started shopping within the past day
of shoppers who started
shopping for an item in the
last day have already made
the purchase or say they’ll
make a purchase today.
70%

Smartphone users are
significantly more likely now
than a year ago to purchase
from companies whose mobile
sites or apps allow them
to make purchases quickly

Maja Lidén
linkedin.com/in/majaliden
Thank you.

Karen Kristine Persøe
The right technology for
Your Mobile Challenges

70% of consumers said their smartphone
helps them to be more productive.

Curious Demanding Impatient
shopping lists near me same day delivery

of consumers prefer to use their
smartphone to complete the entire
process from researching to buying
45%

Conversion rates, Q2 2018 (Worldwide)
Source: Monetate, July 2018
2.03%
Smartphone
3.83%
Desktop
0.00%
1.00%
2.00%
3.00%
4.00%

of consumers said
they would switch from a poorly
designed mobile site to one that
makes purchasing easy.
65%
Google/Heart+Mind Strategies, ‘Getting Things Done on Mobile’, Feb. 2018, n=704, U.K., A18+ smartphone users.

Fast
Installable
Reliable
Engaging

Fast

Proprietary + ConfidentialProprietary + Confidential
The average time
it takes to fully load
a mobile page
15seconds
In this room!

The probability of bounce increases 32%
Source: Google/SOASTA Research, 2017.
As page load time
goes from: 1s to 3s

As page load time
goes from: 1s to 10s
The probability of bounce increases 123%
Source: Google/SOASTA Research, 2017.

New Speed Score
In Google Ads

ign.com
bbc.com
easports.com
nbcnews.com
google.com
Source: Speed Scorecard

ign.com
bbc.com
easports.com
nbcnews.com
google.com
Source: Impact Calculator

AMP Landing Page Regular Landing Page
faster than standard
mobile pages
85%
Accelerated Mobile
Pages (AMP)

Performance
Budget

Performance budget rule:
“You need your page to weight less than 1Mb to display
in 5s on a first view for a fast 3G”
42%
of pages were
Over 1Mb
28%
Over 2Mb
13%
Over 4Mb
On your mobile sites, we found that...

Installable

Vs
Mobile Web Native App

54%
In-app
46%
Mobile web
Note: represents activity on Criteo’s platform, broader industry metrics may vary.
Includes France, Germany, Italy, Netherlands, Russia, Spain and the UK.
Source: Criteo, “Global Commerce Review: Europe,” Feb 21, 2018
In-App vs Mobile Web, Q4 2017

Bring together your app and
web development teams

Reliable

When people have
a negative brand experience on
mobile, they are
62% less likely to purchase from
that brand in the future

43% of EU citizens report that they
have trouble downloading content
due to low speed.

Loss of connection is #3 highest
reason for retail cart abandonment
in the US, UK and DE.

Make use of service workers

And show content even on flaky networks or offline

Engaging

Over 46% of brands do not inform
people as soon as they make a
mistake.
42% do not show the correct input
types in form fields
40% do not fully support autofill.

Problems entering personal details
Screen not big enough to see what I was buying
Loss of connection
Problems entering my order accurately
Other
39%
35%
33%
27%
8%
Note: ages 18+
Sourse: Addressy, ‘Fixing Failed deliveries: Improving Data Quality in Retail’
conducted by Loudhouse, Dec 5, 2017
Cart Abandonment of Digital Buyers in Germany, UK and US

higher conversion rate
23%
Chrome Autofill

Proprietary + ConfidentialProprietary + ConfidentialProprietary + Confidential

Fast Installable Reliable Engaging

Focus on the user
and all else will
follow.
Source: Google Philosophy - 10 things we know to be true

Thank you.
Source: Google Philosophy - 10 things we know to be true

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Mobile experience and performance

Mobile experience and performance

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