webinar #5: mobile indsigter og trends ft. google
TRANSCRIPT
Confidential & Proprietary
Mobile Webinar
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85%Of all Danes use a smartphone!
(Nr.1 in Europe)
*eMarketer: “IT-anvendelse i befolkningen 2015.”
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We don’t go online. We live online.
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devices activated since the beginning of this presentation
12456
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mSite
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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
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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
How fast is your site?SLOW
apple.com microsoftstore.com store.google.com
20.1s9.4s 11.6s
Source: www.webpagetest.org Proprietary + Confidential
Watch the video here
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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?
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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
0.01.2 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)
Conv
ersi
on ra
te (%
)
Sess
ions
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.
How fast is your site?SLOW
m.kokken-jomfruen.dk kurser.ibc.dk ezzence.dk
?? ?
Source: www.webpagetest.org Proprietary + Confidential
How fast is your site?SLOW 1 sec
Source: www.webpagetest.org Proprietary + Confidential
m.kokken-jomfruen.dk kurser.ibc.dk ezzence.dk
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Source: www.webpagetest.org Proprietary + Confidential
m.kokken-jomfruen.dk kurser.ibc.dk ezzence.dk
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Source: www.webpagetest.org Proprietary + Confidential
m.kokken-jomfruen.dk kurser.ibc.dk ezzence.dk
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Source: www.webpagetest.org Proprietary + Confidential
m.kokken-jomfruen.dk kurser.ibc.dk ezzence.dk
How fast is your site?SLOW 5 sec
Source: www.webpagetest.org Proprietary + Confidential
m.kokken-jomfruen.dk kurser.ibc.dk ezzence.dk
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Source: www.webpagetest.org Proprietary + Confidential
m.kokken-jomfruen.dk kurser.ibc.dk ezzence.dk
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Source: www.webpagetest.org Proprietary + Confidential
m.kokken-jomfruen.dk kurser.ibc.dk ezzence.dk
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Source: www.webpagetest.org Proprietary + Confidential
m.kokken-jomfruen.dk kurser.ibc.dk ezzence.dk
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Source: www.webpagetest.org Proprietary + Confidential
m.kokken-jomfruen.dk kurser.ibc.dk ezzence.dk
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Source: www.webpagetest.org Proprietary + Confidential
m.kokken-jomfruen.dk kurser.ibc.dk ezzence.dk
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Source: www.webpagetest.org Proprietary + Confidential
m.kokken-jomfruen.dk kurser.ibc.dk ezzence.dk
How fast is your site?SLOW 12 sec
Source: www.webpagetest.org Proprietary + Confidential
m.kokken-jomfruen.dk kurser.ibc.dk ezzence.dk
How fast is your site?SLOW 13 sec
Source: www.webpagetest.org Proprietary + Confidential
m.kokken-jomfruen.dk kurser.ibc.dk ezzence.dk
How fast is your site?SLOW 14 sec
Source: www.webpagetest.org Proprietary + Confidential
m.kokken-jomfruen.dk kurser.ibc.dk ezzence.dk
How fast is your site?SLOW 15 sec
Source: www.webpagetest.org Proprietary + Confidential
m.kokken-jomfruen.dk kurser.ibc.dk ezzence.dk
How fast is your site?SLOW 16 sec
Source: www.webpagetest.org Proprietary + Confidential
m.kokken-jomfruen.dk kurser.ibc.dk ezzence.dk
How fast is your site?SLOW 17 sec
Source: www.webpagetest.org Proprietary + Confidential
m.kokken-jomfruen.dk kurser.ibc.dk ezzence.dk
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Source: www.webpagetest.org Proprietary + Confidential
m.kokken-jomfruen.dk kurser.ibc.dk ezzence.dk
How fast is your site?SLOW 19 sec
Source: www.webpagetest.org Proprietary + Confidential
m.kokken-jomfruen.dk kurser.ibc.dk ezzence.dk
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Source: www.webpagetest.org Proprietary + Confidential
m.kokken-jomfruen.dk kurser.ibc.dk ezzence.dk
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Source: www.webpagetest.org Proprietary + Confidential
m.kokken-jomfruen.dk kurser.ibc.dk ezzence.dk
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Source: www.webpagetest.org Proprietary + Confidential
m.kokken-jomfruen.dk kurser.ibc.dk ezzence.dk
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Source: www.webpagetest.org Proprietary + Confidential
m.kokken-jomfruen.dk kurser.ibc.dk ezzence.dk
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Source: www.webpagetest.org Proprietary + Confidential
m.kokken-jomfruen.dk kurser.ibc.dk ezzence.dk
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Source: www.webpagetest.org Proprietary + Confidential
m.kokken-jomfruen.dk kurser.ibc.dk ezzence.dk
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Source: www.webpagetest.org Proprietary + Confidential
m.kokken-jomfruen.dk kurser.ibc.dk ezzence.dk
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Source: www.webpagetest.org Proprietary + Confidential
m.kokken-jomfruen.dk kurser.ibc.dk ezzence.dk
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Source: www.webpagetest.org Proprietary + Confidential
m.kokken-jomfruen.dk kurser.ibc.dk ezzence.dk
How fast is your site?SLOW 29 sec
Source: www.webpagetest.org Proprietary + Confidential
m.kokken-jomfruen.dk kurser.ibc.dk ezzence.dk
How fast is your site?SLOW 30 sec
Source: www.webpagetest.org Proprietary + Confidential
m.kokken-jomfruen.dk kurser.ibc.dk ezzence.dk
How fast is your site?SLOW
m.kokken-jomfruen.dk kurser.ibc.dk ezzence.dk
10.1s5.6s 14.4s
Source: www.webpagetest.org Proprietary + Confidential
Page speed = $$$
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Winning in mobile is elusive.POSSIBLE
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How...
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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
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PageSpeed Insights
Source: PageSpeed Insights
1
2
Render-blocking
Compression
3 Unoptimized images
4 Unminified resources
Website page speed audit!
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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
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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
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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
Confidential & Proprietary
devices activated since the beginning of this presentation
12456
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UX Strategy
UX principlesa. Attention: homepage, landing pagesb. Engage: search, navigation, product pagesc. Action: call to actions, form completiond. Flow: Mobile hygiene
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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
1
2
travelrepublic.com
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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
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ACTIONMake them act: CTA/Basket/Conversion funnel/Checkout forms
Proprietary + ConfidentialAction buttons should stay in natural areas
Example Your Site Recommendations:
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
Example Your Site Recommendations:
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
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Source: Travelrepublic.com
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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
Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
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Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
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Attribution
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Mobile traffic up 145% YoY - now 34% of all site visits
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More customers now convert on mobile
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But why the gap between visits and conversions?
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On Desktop, customers already know what they want
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Fewer pages?
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Less time?
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=
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Who gets credit for this conversion?
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Last Click Attribution Model vs. Linear Attribution Model
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Position-based
Linear
Time Decay
AdWords attribution models
First ClickLast Click
Data-Driven
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Mange tak!