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

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

14%13%

46%16%

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

apple.com microsoftstore.com store.google.com

20.1s9.4s 11.6s

Watch the video here

40%abandon if a

site takes >3 secto 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

0.01.2 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)

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.

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

How fast is your site?SLOW 1 sec

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 KPIsset performance budgets, monitor

and optimize

#winning

a higher chance of

100%+increasein 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

We care a lot...

PERFORMANCE AUDIT:Speed Test

PageSpeed Insights

Source: PageSpeed Insights

Render-blocking

Compression

3 Unoptimized images

4 Unminified resources

Website page speed audit!

1. Images = 63% of the average page’s total weightSolution: Use the right format & size - always compress!

2. 20% of pages have 100+ resource requestsSolution: 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 intensifyingEach 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 fontsPoorly 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+ redirectsRedirects = 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 > quintupledHTTPS 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

devices activated since the beginning of this presentation

Proprietary + ConfidentialProprietary + Confidential

UX Strategy

UX principlesa. Attention: homepage, landing pagesb. Engage: search, navigation, product pagesc. Action: call to actions, form completiond. Flow: Mobile hygiene

ATTENTIONHook users: Homepage/Landing pages

Proprietary + ConfidentialThe 2 most important elements of the homepage

amazon.co.uk

1. A clear Call To Action

2. A clear Value Proposition

travelrepublic.com

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

Proprietary + ConfidentialTop 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

ACTIONMake them act: CTA/Basket/Conversion funnel/Checkout forms

Proprietary + ConfidentialAction 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

Proprietary + ConfidentialHave noticeable CTAs

Have bigger and thumb-friendly CTAs.

Insert a screenshot of the client’s product

Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem

Source: Travelrepublic.com

FLOWOffer a seamless experience: Mobile Hygiene/Speed

Proprietary + ConfidentialLeverage 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

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

Marketing

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