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Why your mobile site matters more than
you think !!
Presented By Robert McFrazier
Robert McFrazier@rmcfrazier
http://blog.robert.mcfrazier.com
Mobile Website Audits
How important is a mobile website?
...more Google searches take place on mobile devices than on computers in 10 countries including the US and Japan.
Jerry Dischler, Vice President, Product Management, AdWords
“”
I’ll just use my desktop site as my mobile site, because they are the same.
How important is a mobile website?
When was your website mobile moment?
Most of the growth in digital from here on out will be from mobile
TV Radio Print Digital Other
2011
2015
D+L
M0:00
1:00
2:00
3:00
4:00
5:00
6:00
150xper day
D+L
M
3:00
150 177 amount of time we check our mobile phones a day minutes spent a day on our mobile phones
Web Videos Images Shopping News More Search tools
mi·cro-mo·ment/ˈmīkrō/ /ˈmōmənt/
noun; plural noun: micro-moments
1. A moment when we act on a need – a need to learn something, do something, discover something or buy something.
2. An intent-rich moment when decisions are being made or preferences being shaped.
About 44,800,000 results (0.37 seconds)
define: micro-moment
thin slices of a day
We are all trying to get more done, get things off of our plate, and take advantage of thin slices of time throughout the day. This is a fundamental shift in
consumer mentality behavior.
How does context change intent in the moment?
Location Content
Mobile has changed how we act and react in life
Immediacy of action
Acting on any stimulus, whenever we’re
motivated to
High expectationsfor relevance and for
frictionless experiences
Unscripted decisions
People are more loyal to the need in the moment
vs. a brand
67% of
consumers have greater chances of converting in an optimized site for mobile devices.
52% of
consumers say they are less likely to interact with a brand which is not optimized for mobile devices.
61% of
consumers will leave for a competitor’s site if they cannot find what they are looking for.
It is very important to create agood mobile experience.
Source: "What users want most from mobile sites today"
47% of
consumers expect sites to load in <2 seconds and will abandon if >3 seconds.
Source: "How loading time affects your bottom line"
Will abandon a site that takes >3 seconds
to load
40%
Expect a page to load in <2 seconds
47%
Say fast load time speed is important
to site loyalty
52%
Slow and steady doesn’t win the race
What are user expectations for mobile sites?
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)"
While 4G adoption continues to increase, 2G and 3G networks are here to stay for a while.
Mobile pages should render in < 1s
3Gnetwork
connection
600ms to 1s is consumed by mandatory 3G network overhead which can’t be avoided(average 750 Kbps to 1 Mbps)
Source: "The Search Agency, Optimization Strategies for the Mobile Web"
How important is speed for a mobile site?
Bandwidth LimitationsChrome Dev Tools Create a throttled network
Mobile pages that load 1s faster see up to +27% CvR
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 (%
)
Sessions Conversion rate (%) Bounce rate (%)
1.9% conversion rate
1.5% conversion rate
Note: Some of pages with load times faster than 2.4 seconds experienced lower conversion rates.
Those numbers may be influenced by faster response/page load times for 404s and other errors.
Source: "Mobile performance conversion rate"
12.8% bounce rate
20% bounce rate
58
51
45
39
32
26
19
13
6
0
Boun
ce ra
te (%
)
Wednesday, March 16, 2016
… we’re announcing that beginning in May, we’ll start rolling out an update to mobile search results that
increases the effect of the ranking signal to help our users find even more pages that are relevant
and mobile-friendly.
“Continuing to make the web more friendly
Tuesday, August 23, 2016
To improve the mobile search experience, after January 10, 2017,
pages where content is not easily accessible to a user on the transition from the mobile search results may not rank as highly.
“Continuing to make the web more friendly
Examples of interstitials that make content less accessible
https://
HTTPS is a ranking signal for Google’s SERP
Protect users with HTTPS
How important is a mobile website?Where to begin – app, site or both simultaneously
APPS FIRSTE.g. Uber, Hotel Tonight
WHO: APP-CENTRIC MODELS
SITES FIRSTWHO: MOST COMPANIES
SITES + APPSWHO: COMPANIES WHO HAVE NAILED THEIR SITE...
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
Intended for high frequency use (e.g. daily)
Beginning
Middle
End
Consumers engage with mobile at the...
41%
19%
61%
...of their shopping process
Use mobile to start
75%
90%
Sources: NinthDecimal, SessionM, Internet Retailer/Forrester
why c
are?
Use mobile in-store Use mobile to buy(% of ecommerce on mobile)
FCST 202050%
30%
The mobile shopper
The Future of the Mobile Web
Source: xkcd.com a webcomic of romance, sarcasm, math, and language
what if speed was the #1 feature?
Progressive Web Apps
PWAsProvides an app-like user experience that is low friction and is built using
modern web capabilities& enabled through Service Worker
Questions
Robert McFrazier
Email: [email protected]: http://blog.robert.mcfrazier.comTwitter: @rmcfrazierFeedback: https://joind.in/talk/0e4c2
Thank You
