5 Steps to Mobile Success

Raja SaggiHead of B2B Marketing, Google

Agenda● Think Mobile! ● Apps vs Sites● Design Principles● Getting Found● Content

What percentage of British mobile users have smartphones?

50% 70%

Source: “Digital Usage in the UK” Midyear 2014 eMarketer Forecast, Sept 2014

90%

Daily time spent on smartphones

1 hrs0.5 hr

Source: eMarketer, 2014

2 hrs

UK e-commerce through mobile

of books are purchased

through mobile devices

43% ?%of clothes are bought

through mobile devices

40%of music is purchased

through mobile devices

Source: “Mobile Commerce Compendium”, Econsultancy, June 2013

42%

A)10% B) 25% C) >45%

% of teenage smartphone users who use their handset whilst in the bathroom

Source: “A nation addicted to smartphones”, OfCom, Aug 2014

To realize the true value of mobile, you need to live,

breathe and think it

Agenda● Think Mobile! ● Apps vs Sites● Design Principles● Getting Found● Content

“The mobile war is over and the app has won”

venturebeat.com 2013/04/03

Are Apps the solution?

86%

14%

Sources: Time spent stats: http://www.flurry.com/bid/109749/Apps-Solidify-Leadership-Six-Years-into-the-Mobile-Revolution#.U44l461dVX4;

On mobile, entertaining apps dominate time, but sites capture bulk of transactions

TIMESPENTON SITES

TIMESPENTON APPS

14%

40%GAMIN

G & ENT.

28%SOCIAL

20%OTHER 66

%SITES

6%APPS

28%SITES &

APPS

PRIMARY CHANNEL FOR COMMERCIAL

TASKS

USER TIME SPENTON MOBILE

DEVICES

Mobile Apps, Sites or Both?

APPS FIRSTE.g. Uber, Hotel Tonight

WHO: APP-CENTRIC MODELS

SITES FIRSTWHO: MOST COMPANIES

SITES + APPS

WHO: COMPANIES WHO HAVE NAILED THEIR SITE...

Intended for high frequency use (e.g. daily)

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

Three options for site architecture

Responsive web design (same URL, same HTML)

Dynamic serving (same URL, different

HTML)

Separate sites (different URL, different HTML)

Pros:One URLFlexible OrientationNo redirects

Cons:Careful planning required

Pros:One URLCustom User ExperienceEasier changes

Cons:Managing content (forking!)

Pros:Custom User ExperienceEasier changes

Cons:Multiple URLsManaging content (forking!)

Sources: Think Insights: Building websites for the multiscreen consumer

Responsive design

1 2

1 2 3

Agenda● Think Mobile! ● Apps vs Sites● Design Principles● Getting Found● Video

1. Call to Actions2. Menus short & sweet3. Clear navigation links4. Streamline form fills5. Don’t make users pinch and zoom6. User friendly site search 7. Click to Call button8. Implement analytics 9. Avoid launching new windows10.Test on a range of devices

‘Google Principles of Mobile Site Design’

‘Google Principles of Mobile Site Design’

My Top 10 Design Tips

Clear Call to Action

● Place key Call to Actions where they can be easily seen

● Primary CTAs in main body

● Secondary CTAs below fold or in menus

Menus Short and Sweet

● Mobile users lack patience

● Fewer menus better

● Refine product categories to present a shorter list

Clear Navigation Links

● Easy to return to homepage

● Highlight site search, especially for shopping sites

Streamline Form Fills

● As few fields as possible

● Avoid repeated actions

● Use Autofill where possible

● Multi-part forms should use progress bars

● Validate errors real time to avoid resubmits

Is My Site Hot or Not?

My top 10 tips:1. Call to Actions2. Menus short & sweet3. Clear navigation links4. Streamline form fills5. Don’t make users pinch and zoom6. User friendly site search 7. Click to Call button8. Implement analytics 9. Avoid launching new windows10.Test on a range of devices

‘Google Principles of Mobile Site Design’

Agenda● Think Mobile! ● Apps vs Sites● Design Principles● Getting Found● Content

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2

3

3

4

5

4

5

1

2

On-site conversions

In-Store conversions

Phone conversions

App downloads / in app conversions

Cross device conversions

Full Value of Mobile Tool

Desktop Search Heat Map

Mobile search is different from desktop

● Focus on Left

● More scrolling

● No ‘below the fold’; view entire site

● Ads at top of the page and end are noticed

There are many ad formats for mobile search

Calls In-StoreOnlineconversions

Cart (1)

Appdownloads

Display

Call Extension In Store

Agenda● Think Mobile! ● Apps vs Sites● Design Principles● Advertising● Content

Content is still important

Content is still important

Video Content

To realize the true value of mobile, you need to live,

breathe and think it

A final request...

Appendix