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.”

We don’t go online. We live online.

devices activated since the beginning
of this presentation
12456

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
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

SLOW
apple.com microsoftstore.com store.google.com
20.1s9.4s 11.6s
Watch the
video here

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?

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.

SLOW
m.kokken-jomfruen.dk kurser.ibc.dk ezzence.dk
?? ?

SLOW 1 sec

SLOW 2 sec

SLOW 3 sec

SLOW 4 sec

SLOW 5 sec

SLOW 6 sec

SLOW 7 sec

SLOW 8 sec

SLOW 9 sec

SLOW 10 sec

SLOW 11 sec

SLOW 12 sec

SLOW 13 sec

SLOW 14 sec

SLOW 15 sec

SLOW 16 sec

SLOW 17 sec

SLOW 18 sec

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SLOW 23 sec

SLOW 24 sec

SLOW 25 sec

SLOW 26 sec

SLOW 27 sec

SLOW 28 sec

SLOW 29 sec

SLOW 30 sec

5.6s
14.4s
10.1s

SLOW
10.1s5.6s 14.4s

Page speed = $$$

Winning in mobile is elusive.
POSSIBLE

How...

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

PERFORMANCE AUDIT:
Speed Test

PageSpeed Insights
Source: PageSpeed Insights
1
2
Render-blocking
Compression
3 Unoptimized images
4 Unminified resources
Website page speed
audit!

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

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

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

Proprietary + ConfidentialProprietary + 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

ATTENTION
Hook users: Homepage/Landing pages

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

ENGAGE
Let users explore: Navigation/Search/Filters/Product pages/Online to Store

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

ACTION
Make them act: CTA/Basket/Conversion funnel/Checkout forms

Action buttons should stay in natural
areas
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

Have noticeable CTAs
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
Source: Travelrepublic.com

FLOW
Offer a seamless experience: Mobile Hygiene/Speed

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

Attribution

Mobile traffic up 145% YoY - now 34% of all site visits

More customers now convert on mobile

But why the gap between visits and conversions?

On Desktop, customers already know what they want

Fewer pages?

Less time?

Who gets credit for
this conversion?

Last Click Attribution Model vs. Linear Attribution Model

Position-based
Linear
Time Decay
AdWords attribution models
First ClickLast Click
Data-Driven

Mange tak!

Webinar #5: Mobile indsigter og trends ft. Google

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Webinar #5: Mobile indsigter og trends ft. Google