Being Successful on Mobile

Being Successful on Mobile

Raja SaggiHead of B2B Marketing, Google

Agenda

● Think Mobile!

● Getting a Mobile Presence

● Design Principles

● Getting Found

83% of UK consumers aged 35-44 have a smartphone

UK average is 74%

Source: Mintel Digital Trends (Winter) - UK - December 2014

Average number of devices per householdSource: YouGov survey of 2090 adults in March 2015

7.4

of UK consumers look at their smartphones within five minutes of waking

Source: Deloitte Mobile UK 2014 - http://www.deloitte.co.uk/mobileuk/Image source: http://farm6.staticflickr.com/5041/5305466633_756193f8ba_o.jpg

30 %

To realize the true value of mobile, you need to live,

breathe and think it

Agenda

● Think Mobile!



● Getting Found

Learn more at: developers.google.com

Responsiveaka RWD

Adaptiveaka AWD or Dynamic

Separateaka m.dot

+ Highly differentiated and optimal experience based on screen size, device and OS; usually faster load times than RWD (server-side)- Additional dev resources and budgets required for maintenance due to multiple codebases

+ Useful if you have a distinct mobile-only experience vs. desktop; typically faster load times vs RWD- Two separate properties to maintain and update; difficult to provide a custom experience for tablets and phones; limited functionality

+ One codebase/canonical URL; generally easier to maintain and more cost effective; automatically repositions elements based on device (client-side)- Usually slower load times vs separate; same experience across devices means limited opportunity to cater UX to different user needs

Options for bespoke mobile sites

Responsive design

Apps dominate time, but sites capture bulk of transactions

66%SITES

6%APPS

28%SITES &

APPS

PRIMARY CHANNEL FOR COMMERCIAL TASKS

90%

10%TIMESPENTON SITES

TIMESPENTON APPS

10%

35%GAMING & ENT.

34%OTHER

31%SOCIAL

USER TIME SPENTON MOBILE DEVICES

Sources: Time spent stats:http://yahoodevelopers.tumblr.com/post/127636051988/seven-years-into-the-mobile-revolution-content-is;Commercial task stats: Google/Ipsos Multiscreen Industry Study of 29k smartphone users across 9 industries (to be published).

Mobile Apps, Sites or Both?

APPS FIRSTE.g. Uber, Hotel

WHO: APP-CENTRIC MODELS

SITES FIRSTWHO: MOST COMPANIES

SITES + APPSWHO: COMPANIES WHO HAVE NAILED THEIR SITE...

Intended for high frequency use (e.g. daily)

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

“It isn't just about choosing native apps or choosing the mobile web — it's also about

looking at who your customers are and what devices and platforms they use”

Future Investment Case: Site vs Apps

Tracking mSites

How many are new? How many visitors are recurring?

Where are customers coming from?

How many made a purchase?

Did visitors stay or bounce after visiting your mobile site?

How many visitors are loyal customers vs. new?

How many customers who viewed the Play store listing downloaded the app?

How many visitors made a purchase or took action within the app?

+

What is the frequency of your users (daily, monthly, etc)?

Tracking Apps

Future investment: Site vs Apps

MONTHLY APP VISITORS & CONVERSION RATE

AVG. REVENUE PER CONVERSION

X, Y%

X

BEST AND MOST LOYAL CUSTOMERS

ONE TIME PURCHASERSCASUAL SHOPPERS

APP DRIVEN MONTHLY REVENUE=

MONTHLY mSITE VISITORS & CONVERSION RATE


X, Y%

X

mSITE DRIVEN MONTHLY REVENUE=



X, Y%

X




X, Y%

X




X, Y%

X




X, Y%

X


APP

OPP

ORT

UN

ITY

mSI

TE O

PPO

RTU

NIT

Y

*Consider not only last click attribution, but look at cross-device conversions and offline conversions as well.

Future investment: Site vs Apps

MOST OF MY MOBILE REVENUE COMES FROM

mSITE TRAFFIC

Generally marketing towards new customers

STEP 2. Now focus on your loyal & engaged customers● What are the marketing objectives you have for your loyal customers?● Do you need an app or should you build out your mobile site to accomplish

the same tasks

MOST OF MY MOBILE REVENUE COMES FROM APPS

Generally marketing towards loyalty or repeat customers

STEP 1. Focus on optimizing your in-app experience● Is your app intended for daily use and does it provide a utility to the user?● Identify unique app-only actions and ensure mobile web messaging reflects

these use cases (eg: Entertainment, media, or gaming)● Reflect on your mobile traffic - is current traffic usage a result of a poor UX?

STEP 2. Create a mobile site to complement your native app ● Deliver a mobile site experience with rich functionality for users who prefer

to “try before they buy” ● Politely encourage users to download

STEP 1. Focus on optimizing your store’s front door● Fully optimize your mobile user experience ● Ensure a functional call to action is seamless (eg: mCommerce, Lead Form,

cross-device interactions)

Agenda

● Think Mobile!



● Getting Found

Proprietary & Confidential

Design Principles

To View all 25 Design Principles: Google ‘Principles of Mobile Site Design’

Ensure Site Search is present on every page

Clear Calls to Action Keep form fields to the absolute minimum

Homepage navigation should be clear and mobile-friendly

Menus Short and Sweet

Getting started tips:

Constantly analyze and optimize your mobile site

Google Confidential and Proprietary

Speed is of the essence

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

Google Confidential and Proprietary

Source: Kissmetrics


1. Ask to see your developer’s portfolio

2. Do they understand your mobile customers?

3. Make a commitment to speed

4. Have your developer install web analytics

5. Aware of Google’s Webmaster Guidelines

6. Improving your website after initial launch

Guidelines when working with a developer

Proprietary & Confi

Google’s PageSpeed Insights

Learn more at developers.google.com


Helpful Videos

Luke Wroblewski - Mobile Design Essentials Parts 1 & 2 - Conversions@Google 2015

Agenda

● Think Mobile!



● Getting Found

Mobile search is different from desktop

● Focus on Left

● More scrolling

● No ‘below the fold’; view entire site

● Ads at top of the page and end are noticed

08:00 amI want to know

Weather in London today

12:00 PmI want to find

nearest mini dealer05:00 PmI want to buy

55inh samsung tv

08:00 PmI want to watchshark documentary

Making every moment count

There are many ad formats for mobile

Calls In-StoreOnlineconversions

Cart (1)

DisplayMaps

Call Extension In Store

and new vertical ad formats ...

Promoting your app on your site

DO PROMOTE THE UNIQUE CAPABILITIES THAT DIFFERENTIATE YOUR APP FROM YOUR SITE

DO PROMOTE YOUR APP AT THE RIGHT TIME AND PLACE

DON’T HIJACK YOUR OWN SITE! USERS PREFER EASILY DISMISSIBLE BANNERS RATHER THAN LARGE INTERSTITIALS.*

DON’T UNDERMINE USERS’ TRUST AND CONVERSION FLOW BY PROMOTING TOO AGGRESSIVELY OR FORCING AN INSTALL.

User preference for easily dismissible promotions: http://www.google.com/think/multiscreen/whitepaper-sitedesign.html

✓ SMALL PROMOTION BANNER✓ EASILY DISMISSIBLE✓ SPECIFIC ABOUT FUNCTIONALITY


Universal app campaigns are a one-stop-shop to reach the right users to install your app while they...

Search on Google.com

Watch on YouTube

Engage with Apps

Surf the Web

Discover on Play

Final thoughts…..

To realize the true value of mobile, you need to live,

breathe and think it