The Latest In Mobile
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Transcript of The Latest In Mobile
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IntroductionOn September 28, Swim hosted a Google Partners event in which company leaders at Google shared the latest research and trends on mobile devices and consumer behavior. As a certified Google Partner, Swim had access to the live-streamed event from Google’s Headquarters.
The insights provided can help you reach customers in their moments of need.
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Consumer Behavior
- Consumers want as little friction as possible when searching for information or entertainment
- People now watch video, read and search for information on their phone
- We no longer go online, we live online
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Today, it takes someone 26 hours before they report losing their wallet, but only 68 minutes to report losing their phone.
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46% of people would rather go without a toothbrush for a week versus their phone.
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How to Win with Micro Moments
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People visit mobile devices about 150x per day for a total of 162 minutes per day.
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How can marketers provide the best user experience on mobile?
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Mozilla increased pagespeed by just 2.2 seconds and downloads rose by 10M per year.
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EVERY SECOND MATTERS- Speed is one of the most visible features of website
- People expect pages to load within the first three seconds
- After five seconds, consumers are ready to leave
- Ironically, most mobile sites take six to 10 seconds to load
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NEED FOR SPEED- One second can increase mobile conversion rate by up to 27%.
- Even small, incremental gains can mean significant improvements in bounce rate and conversion rate.
- There is a sweet spot in between the three- and six-second mark, but focus on incremental speed improvements over what your site currently has.
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Users are comparing your brand to other companies with seamless mobile experiences, regardless of whether or not they are direct competitors.
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UX and Design- Businesses with better mobile sites consistently perform better than those
without mobile-friendly sites
- Beautiful, intuitive designs are often easy to spot, regardless of whether or not you have a design background
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Where Good Design Matters Most
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Eliminate Friction With Design- Eliminate Steps
- Implementing one-click functionality- Design efficient forms- Provide alternatives for consumers to finish their transaction
- Anticipate Needs- Put calls-to-action for primary activities in a prominent spot- Take advantage of built-in GPS capabilities- Use customers’ past behavior to dynamically fill in forms
- Test New Ways to Delight Customers- Avoid drop-downs when not necessary- Show key value propositions near the CTA buttons- Use high-quality product images with zooming options
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Tools
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Analyze Page Speed- Pagespeed Insights: To find out what is causing pages to load slowly
- Google Analytics: Provides insights into the specific pages
- WebPagetest: Dive deeper into load time and compare competitors’ websites
- Think With Google: Test My Site: Test your site’s performance on mobile
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Additional Resources- Think With Google
- Create A Better Mobile User Experience
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That’s a wrap.