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Open Source Lisbon 2018 - Ana Santos, Marco Gouveia e António Vargas

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How Pestana Hotel Group is leading the Web revolution?

Publicada em: Tecnologia
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Open Source Lisbon 2018 - Ana Santos, Marco Gouveia e António Vargas

  1. 1. Proprietary + Confidential How is Pestana leading the Web revolution?
  2. 2. Proprietary + Confidential Ana Santos Google Mobile UX Specialist Better Mobile Experiences with PWA Progressive Web Apps (PWA)
  3. 3. Proprietary + Confidential of internet users in Portugal have accessed the web using a mobile device in 2017. 83% Proprietary + Confidential Source: Portugal Market Report Q4 2017
  4. 4. Proprietary + ConfidentialProprietary + Confidential Portugal is Mobile Source: Portugal Market Report Q4 2017 In Portugal, smartphones are the most commonly-owned device and they are also perceived to be the most important internet access point.
  5. 5. Proprietary + ConfidentialProprietary + Confidential But... Source: comScore Mobile Metrix, U.S., Age 18+, June 2015 Where are we spending our time?
  6. 6. Proprietary + ConfidentialProprietary + Confidential Time spent: mWeb vs. native apps vs13% 87% Mobile web Apps Source: comScore Mobile Metrix, U.S., Age 18+, June 2015
  7. 7. Proprietary + ConfidentialProprietary + Confidential In reality, time is spent in a few apps only... Source: comScore Mobile Metrix, U.S., Age 18+, June 2015 of time spent is in the user’s top 3 apps 80%
  8. 8. Proprietary + ConfidentialProprietary + Confidential Historically, the web’s reach has outmatched its engagement Engagement Reach Mobile web Apps
  9. 9. Proprietary + ConfidentialProprietary + Confidential But the tools now exist to ensure great engagement matches limitless reach Engagement Reach Mobile web Apps
  10. 10. Proprietary + ConfidentialProprietary + Confidential We love the web Reach 5B devices connected Open Anyone can build an audience
  11. 11. Proprietary + ConfidentialProprietary + Confidential But... the mobile web isn’t meeting user expectations contentbazaar.co/20160314/pi-way contentbazaar.co/20160314/pi-waycontentbazaar.co/20160314/pi-way Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea contentbazaar.co/20160314/pi-way Pages load slowly Scrolling is non- responsive Content shifts around Doesn’t work on flaky connections
  12. 12. Proprietary + ConfidentialProprietary + Confidential 19 seconds to load mobile web page on 3G -7% conversions per 1 second delay
  13. 13. Proprietary + ConfidentialProprietary + Confidential A radically improved user experience
  14. 14. Proprietary + ConfidentialProprietary + Confidential So… what is exactly a PWA? Fancy name for "Modern Website" that takes advantage of new APIs and builds experiences users expect Reliable Fast Engaging ● Loads instantly (< 3s TTMP) ● Works offline ● Works on flaky connections ● Interactive quickly (< 5s) ● Responsive to any input (<100ms) ● Repeat visits are near instant (<1s) ● Can be added to Home Screen ● Launch in Fullscreen ● Consistent UI ● Re-engage with Push Notifications
  15. 15. Proprietary + ConfidentialProprietary + Confidential With PWA, functionalities like... Add to Homescreen Push Notifications Available Offline ...are now possible!
  16. 16. Proprietary + ConfidentialProprietary + Confidential A smarter way to add to home screen ● One tap to add to homescreen ● Opens full screen
  17. 17. Proprietary + ConfidentialProprietary + Confidential Push notifications on the web? ● System level notifications like native apps ● Ask to notify users with relevant info ● Can send notifications even with page closed
  18. 18. Proprietary + ConfidentialProprietary + Confidential Enable reliable experiences with the service worker Web server The old way...
  19. 19. Proprietary + ConfidentialProprietary + Confidential Enable reliable experiences with the service worker Web server The old way...
  20. 20. Proprietary + ConfidentialProprietary + Confidential Enable reliable experiences with the service worker Web serverService worker Cache API Client Device … the new way
  21. 21. Proprietary + ConfidentialProprietary + Confidential Service workers can speed a feature ● Advanced caching to start loading features in <1 second ● Show content even on slow or flaky networks ● Better controls for offline, such as “read later” functionality ● Dramatically decrease load times for repeat users
  22. 22. Proprietary + ConfidentialProprietary + Confidential 2.4 2.7 3.0 3.3 3.6 3.9 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 9.9 180,000 140,000 100,000 60,000 0 20,000 58 45 32 19 0 6 Sessions Load time (in seconds) Bouncerate(%) Sessions Bounce rate 13% bounce rate 20% bounce rate 58% bounce rate Source: SOASTA; September, 2015 Impact of speed on bounce rates
  23. 23. Proprietary + ConfidentialProprietary + Confidential Never see the dino again
  24. 24. Proprietary + ConfidentialProprietary + Confidential How to get started? from the ground up a simple version a single feature
  25. 25. Proprietary + ConfidentialProprietary + Confidential Where to get started? Business objectives Goal: Drive more conversions / leads / foot traffic How? ● Acquire new customers ● Improve current conversion rate Strategy ● Reduce bounce rate for NEW and returning ● Increase time on site ● Increase # of page engaged ● Reduce friction in conversion ● Encourage sign-up / account creation ● Etc.
  26. 26. Proprietary + Confidential Marco Gouveia Digital Marketing Pestana Improving Pestana’s mobile experience Pestana Success Story
  27. 27. Proprietary + ConfidentialProprietary + Confidential Goals • Learn the specifics of Mobile UX/UI, as the consumer turns more and more to mobile in an upcoming AI era; • Pivot the teams into an “Agile Methodology” and “Mobile First” thinking, given the Cross- over of mobile queries vs desktop; • Use above learnings do dramatically improve Desktop and Tablet by simplification; • Pave the way to a Progressive Web App, in fragmented sector where driving traditional App install and engagement is difficult for mid-size players.
  28. 28. Proprietary + ConfidentialProprietary + Confidential
  29. 29. Proprietary + ConfidentialProprietary + Confidential The impact of speed First Visit Repeat Visits 10s 7s 7s 4s Before After
  30. 30. Proprietary + ConfidentialProprietary + Confidential Pestana Success Case Story Before 28/100 10sec PWA score mSpeed After (7 weeks later) 100/100 3.8sec (repeated visits) %Mobile conversions 7% 14% 6sfaster loading time 2xmore conversions
  31. 31. Proprietary + ConfidentialProprietary + Confidential Google Ads - Improvement • mBids improved up to 100% in some markets & hotels to measure the all value of Mobile in terms of cross-device and impact in desktop sales; • Use of mobile exclusive sitelinks and, in that moment, Price Extensions; • Use of location and mBids to impact people searching for “hotel in…” near aeroports.
  32. 32. Proprietary + ConfidentialProprietary + Confidential Traffic & Revenue - Improvement
  33. 33. Proprietary + ConfidentialProprietary + Confidential Obrigado!

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