Mobile optimization 5.3.2011

Elliott Nix, Senior Mobile Account Executive Shiv Kumar, Mobile Specialist May 3, 2011

Are you Mobile Ready? Optimize your site for mobile users

Elliott Nix Senior Mobile Account Executive

Shiv Kumar Mobile Specialist

#GoogleMobileSites

Agenda

ONE: Mobile Readiness, The State of the Field

TWO: Why Mobile Optimization Matters

THREE: Cross-Industry Best Practices

FOUR: Next Steps to a Fully Optimized Site

Google Confidential and Proprietary

Mobile Readiness The State of the Field

5

Mobile is ramping up faster than any other technology we have seen in the past. Mary Meeker Kleiner Perkins ”

“ 6 Google Confidential and Proprietary


3x more smartphones are being activated every minute around the world than there are babies being born.


Smartphones Have Gone Mainstream

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over half of Americans will have a smartphone.

By the end of 2011

Source: Nielsen March 2010, Morgan Stanley 2010


The Mobile Web is Exploding

9

US Mobile Queries (Indexed) 120

100

80

60

40

20

0

2007 2008 2009 2010 2011

4x Growth in past year

Source: Internal Google Data 2010


Restaurants

10 Source: Internal Google Data 2011

1/11 5/11 9/11 1/12 5/12 9/12 1/13 5/13 9/13 1/14 5/14 9/14 1/15

29.6% of queries are mobile


Consumer Electronics

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29.6% of queries are Mobile


1/11 5/11 9/11 1/12 5/12 9/12 1/13 5/13 9/13 1/14 5/14 9/14 1/15



Finance and Insurance

12 Source: Internal Google Data 2011

1/10 7/10 1/11 7/11 1/12 7/12 1/13 5/13 1/14 7/14 1/15


Google Confidential and Proprietary 13

79% of large online advertisers

do not have a mobile optimized site.



Why Mobile Optimization Matters


Transform your desktop site for the mobile platform

15


Users Prefer Mobile Sites Over Apps

Percentage of US mobile device users that prefer mobile browser to apps by function:

16 Source: eMarketer, “Mobile Users Prefer Browers over Apps.” October 27, 2010. Study by Adobe Systems Incorporated, “Adobe Mobile Experience Survey: What Users Want from Media, Finance, Travel, and Shopping” conducted by Keynote Systems, Oct. 13, 2010.

79% Product reviews

Prefer mobile sites to apps for video

Researching prices

Checking in-store features (location, maps, etc)

58%

81%

64%


58% of mobile phone users expect mobile sites to load as quickly, or faster than desktop sites.

Ad Slot

Google

Mobile Users Have High Expectations

17 Source: Compuware, “Why the Mobile Web is Disappointing End-users.” March 2011

Mobile users value speed

38% of users are willing to wait 30 seconds or less to complete a simple transaction.

www.nytimes.com Google mobile.nytimes.com


Mobile Users Hold Grudges …and Move on if They Aren’t Satisfied

Mobile users expect quick and consistent transactions anytime

18 Source: Compuware, “Why the Mobile Web is Disappointing End-users.” March 2011

Of users are unlikely to return to a mobile site that they have had trouble accessing from their phone.

Said they’d visit a competitor’s mobile website instead. Of people would have a negative overall perception of the company if they are dissatisfied with the performance of the mobile site.

61%

40%

19%


Mobile Sites Have Higher Success Rates

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Research has shown that web retailers could increase consumer engagement by 85% with a mobile-specific website.

Source: PRWeb, “51% of Counsumers are more likely to shop at retailers who have websites designed for devices like the iPhone.” November 16 2010. Research by Brand Anywhere and Luth Research, “Supply and Demand of the Mobile Web” November 2010

51%

of consumers are more

likely to purchase from

retailers that have

mobile-specific websites.


Cross Industry Best Practices

Mobile Landing Page Best Practices

› › › ›

1. Keep The Layout Simple

2. Design For Thumbs, Not Mice

3. Prioritize Content

4. Use Uniquely Mobile Features

› 5. Make It Easy To Convert

21 Google Confidential and Proprietary


› Keep The Layout Simple


Make content viewable at arms length

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Keep rich media and content succinct

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Make search easy

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› Design for Thumbs, Not Mice


Design to prevent accidental clicks

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Build for scrolling only in one direction

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› Prioritize Content


Select valuable content for users on the go

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Provide an action-oriented experience

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Make site navigation, and load times fast

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› Use Uniquely Mobile Features


Display content based on a user’s location

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Build for a mobile-to-store experience

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Leverage other phone functions

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› Make It Easy To Convert


Shorten the conversion process

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Click-to-call: Connect with your customers

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Mobile Landing Page Best Practices

› › › ›

1. Keep The Layout Simple

2. Design For Thumbs, Not Mice

3. Prioritize Content

4. Use Uniquely Mobile Features

› 5. Make It Easy To Convert

40 Google Confidential and Proprietary


Next steps to a Fully Optimized Site


Steps to a Fully Optimized Site Prepare

Check out your site on your phone. Prioritize its content for mobile users.

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Steps to a Fully Optimized Site

Landing Page

Prepare Check out your site on your phone.

Prioritize its content for mobile users.

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Landing Page

Product specific

microsites



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Fully optimized

site

Landing Page

Product specific

microsites



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Optimize and iterate


Fully optimized

site

Landing Page

Product specific

microsites



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Mobile Site Developers

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to be early.

It’s not too late

Google Confidential and Proprietary 48 48

Thank you.

Appendix

3rd party mobile preview tool: www.blaze.io/mobile

Google’s page speed tool: http://pagespeed.googlelabs.com

Google Mobile Ads: http://www.google.com/mobileads

Mobile optimization 5.3.2011

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