conversion 2017 - bas jansen & karen carbonez (google)

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Future of Mobile Optimization

Bas Jansen

Karen Carbonez

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Over one trillion searches per year

… and 15% of daily queries we’ve never seen before!

Remember 1998?

5 billion mobile users by 2020

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More than HALF of searches are on mobile

Image source: Apple

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I Minimize your conversion gap on mobile

Conversion Rate Benchmarks - NL

Retail

Share of queries

Source: ISM eCompany Benchmark - Q3 2016 - Based on 1,4768,933 sessions and 325,981 transactions. PDF

55%

16%

29%

Source: Internal Google data for children’s clothing. Netherlands, September 2016

I Meet expectations, or pay the costs

Source: Why Great Mobile Experiences Should Be a Priority for Marketers - ThinkWithGoogle

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#1: Test on mobile

Speed matters

I Who does it best, NOW?

Source: Why Great Mobile Experiences Should Be a Priority for Marketers - ThinkWithGoogle

I Faster means fewer bounces

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

Se

ssio

ns

Load time (in seconds)

Bo

un

ce r

ate

(%

)

Sessions Bounce rate

13% bounce

rate

20% bounce

rate

58% bounce

rate

Source: SOASTA Case study (September 1st, 2015)

I Faster means more conversions

Source: 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

1.2 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)

Se

ssio

ns

Sessions Conversion rate (%)

1.9% conversion rate

1.5% conversion rate Mobile pages that load 1s faster see up

to a 27% increase in conversion rates.

I Speed impacts business

2% slower = 2% fewer searches/user

400ms faster = 9% more traffic

Faster pages = more pageviews

100ms faster = 1% more revenue

5s faster = 25% more pageviews,

7-12% more revenue

37% faster = 70% increase in mobile

revenue per user

80% faster = 108% increase in

ads interaction rate

I Where should you start?

I What should you do?

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#2: Improve your speed

Mobile is the fastest growing technology of all times

Source: eMarketer 2015 - via US Census

67 yrs 72 yrs

Users

Time 0

1Bn 32 yrs 20

yrs

5 yrs

We’re already seeing a second revolution linked to mobile

phones

20% Voice Search

Next to voice search, image search is also becoming more

popular

Image recognition keeps getting better

Chihuaha

or

muffin?

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Conversational

Get things done

In your world

Digital Assistants will accelerate this evolution

By 2020, it is expected that 50% of all queries will either

be voice or image based

Source: eMarketer 2015 - via US Census

67 yrs 72 yrs

Users

Time 0

1Bn 32 yrs 20

yrs

5 yrs 3 yrs?

We’re headed to a new generation of computing

After 30 years we’re shifting to a new and more sophisticated kind of computer

Always with

you

Intensely

personal Mobile first

Uses machine

learning 1000x faster

Image &

Voice as

primary input

So

much

easier

to use

Source: Mobile is eating the world report 2016

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How can you prepare for this new mobile

revolution?

1. Your business can participate in these new

technologies in two different ways

Voice & Image Search on your website or app...

Example: Amazon

… through using speech and vision APIs

Example: Speech and Vision APIs

2. Your business can participate in these new

technologies in two different ways

Conversational Shopping through your

Website or App…

Example: Amazon

… through building your own

Conversational Interface using api.ai

Example: Api.ai

The role of website designers changes in a conversational

era

Lion’s share of time goes into writing and

making sure it

feels like a real conversation

Source: My Website is now conversational - Here’s what I learned

Natural language is really hard to codify: here are some

tips to help you get going

1. Create a persona for you bot

2. Map out core conversation paths

3. Think about how context might influence your

conversation

4. There are no errors in a conversation

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#3: Start experimenting with

your own conversational

interface

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#1: Test on mobile

#2: Improve your speed

#3: Start experimenting with your

own conversational interface

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Thank You!