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Confidential, Property of Search Influence © 2017
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Confidential, Property of Search Influence © 2017Source: Hubspot
Confidential, Property of Search Influence © 2017Source: Hubspot
Confidential, Property of Search Influence © 2017Source: BrightLocal
Confidential, Property of Search Influence © 2017Source: AutoSweet
Confidential, Property of Search Influence © 2017Source: Hubspot
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The Customer-Centric Search Experience
ANN PAYNEAgency Development
Manager
“The consequences of a customer-led, digital-centric market are becoming clearer and starker.”
- Forrester Research’s 2017 Predictions
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Source: The stress of streaming delays, Ericsson Consumer Lab, Neurons Inc., February 2016
Users associate mobile load time with stressful situations
The level of stress caused by
mobile delays compares to
watching a horror movie
Waiting in line at retail
store
Watching a melodramatic
TV show
Standing at the edge of a
virtual cliff
Watching a horror movie
Experiencing mobile delays
Solving a math problem
Source: www.webpagetest.org
How fast is your site?SLOW
virginamerica.com extraspace.com bankofamerica.com
3.6s
bloomingdales.com
10.9s 10.9s 7.6s
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dissatisfied visitors will never return to a
website where problems have
occurred
53%of visitors
abandon a site if it takes >3 sec
to load
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Mobile pages with 1 second shorter load times achieve up to 27% higher conversion rates
Source: Case study: Mobile pages that are 1 second faster experience up to 27% increase in conversion rate, SOASTA, September 2015
Pages with load times under 2.4 seconds and lower conversion rates are most likely 404/error pages.
180,000
160,000
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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 (in seconds)
Sess
ions
Sessions Conversion rate (%)
Conversion rate 1.9 %
Conversion rate 1.5 %
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2.2s When Mozilla decreased load time by 2.2 seconds, Firefox download figures rose by 15.4 percent, or 10 million per year!
Walmart saw 2 percent increase in conversion rates for every 1 second improvement in page load times.
Mozilla and Walmart experienced success by improving mSite page speed
Source: A beginner’s guide to website speed optimization, Kinsta, January 2017
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Remember:Customers are empowered Expectations for relevance and a frictionless experience have never been higher
Speed is the most underrated element of user experienceMobile pages with 1 second shorter load time achieve up to 27% higher conversion rates
75Requests Counted
1.0 MBPage Weight
5000 msLoad Time
You can’t fix what you can’t measure. Targets to aspire for:Metrics That Matter
TARGET
Prioritize toward improving your mobile site with these target KPIs:● Request counts are good for most customers. Simplified page layout and design helps keep
requests under 100 -- try to get under 75 if possible.● Page weight is far above 1.0 MB for most customers. Large image sizes is the biggest
culprit.● Prioritize content on landing page to load important elements (brand, value proposition,
calls to action). Use chrome analytics extension to see highest engagement elements.● Aim for a MOBILE LOAD TIME (Speed Index) under 5s on a Mobile 3G
connection
PRO TIP: Take a picture of this slide and give this to your developer team.
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A New Way of Searching
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Who is using it?
By age
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When and why are they using it?
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