Presentation delivered by Raja Saggi, Head of B2B Marketing, UK & Ireland at Google, at the Digital Marketing Show Mid Term (2015).

1. 5 Steps to Mobile
Success
Raja Saggi
Head of B2B Marketing, Google

2. Agenda
● Think Mobile!
● Apps vs Sites
● Design Principles
● Getting Found
● Content

3. What percentage of British mobile users have
smartphones?
50% 70%
Source: “Digital Usage in the UK” Midyear 2014 eMarketer Forecast, Sept 2014
90%

4. Daily time spent on smartphones
1 hrs0.5 hr
Source: eMarketer, 2014
2 hrs

5. UK e-commerce through mobile
of books are
purchased
through
mobile
devices
43% ?%
of clothes are
bought
through
mobile
devices
40%
of music is
purchased
through
mobile
devices
Source: “Mobile Commerce Compendium”, Econsultancy, June 2013
42%

6. A) 10% B) 25% C) >45%
% of teenage smartphone users who use their
handset whilst in the bathroom
Source: “A nation addicted to smartphones”, OfCom, Aug 2014

7. To realize the true value of
mobile, you need to live,
breathe and think it

8. Agenda
● Think Mobile!
● Apps vs Sites
● Design Principles
● Getting Found
● Content

9. “The mobile war is
over and the app
has won”
venturebeat.com 2013/04/03
Are Apps the solution?

10. 86%
14%
Sources: Time spent stats: http://www.flurry.com/bid/109749/Apps-Solidify-Leadership-Six-Years-into-the-Mobile-Revolution#.U44l461dVX4;
On mobile, entertaining apps dominate time, but
sites capture bulk of transactions
TIME
SPENT
ON SITES
TIME
SPENT
ON APPS
14%
40%
GAMING
& ENT.
28%
SOCIAL
20%
OTHER
66%
SITES
6%
APPS
28%
SITES &
APPS
PRIMARY CHANNEL FOR
COMMERCIAL TASKS
USER TIME SPENT
ON MOBILE DEVICES

11. Mobile Apps, Sites or Both?
APPS FIRST
E.g. Uber, Hotel Tonight
WHO: APP-CENTRIC MODELS
SITES FIRST
WHO: MOST COMPANIES
SITES + APPS
WHO: 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

12. Responsive design

13. 1 2

14. 1 2 3

16. Agenda
● Think Mobile!
● Apps vs Sites
● Design Principles
● Getting Found
● Video

17. 1. Call to Actions
2. Menus short & sweet
3. Clear navigation links
4. Streamline form fills
5. Don’t make users pinch and zoom
6. User friendly site search
7. Click to Call button
8. Implement analytics
9. Avoid launching new windows
10. Test on a range of devices
‘Google Principles of Mobile Site Design’
My Top 10 Design Tips

18. Clear Call to Action
● Place key Call to Actions
where they can be easily seen
● Primary CTAs in main body
● Secondary CTAs below fold or
in menus

19. Menus Short and Sweet
● Mobile users lack patience
● Fewer menus better
● Refine product categories to
present a shorter list

20. Clear Navigation Links
● Easy to return to homepage
● Highlight site search,
especially for shopping sites

21. Streamline Form Fills
● As few fields as possible
● Avoid repeated actions
● Use Autofill where possible
● Multi-part forms should use
progress bars
● Validate errors real time to
avoid resubmits

22. My top 10 tips:
1. Call to Actions
2. Menus short & sweet
3. Clear navigation links
4. Streamline form fills
5. Don’t make users pinch and zoom
6. User friendly site search
7. Click to Call button
8. Implement analytics
9. Avoid launching new windows
10. Test on a range of devices

24. Agenda
● Think Mobile!
● Apps vs Sites
● Design Principles
● Getting Found
● Content

25. 1
2
3
3
4
5
4
5
1
2
On-site conversions
In-Store conversions
Phone conversions
App downloads / in
app conversions
Cross device
conversions
Full Value of Mobile Tool

26. There are many ad formats for mobile search
Calls In-StoreOnline
conversions
Cart (1)
App
downloads
Display

27. Call Extension In Store

28. Agenda
● Think Mobile!
● Apps vs Sites
● Design Principles
● Advertising
● Content

29. Content is still important

30. Content is still important

31. Video Content

32. To realize the true value of
mobile, you need to live,
breathe and think it
A final request...