Mobile First - med Google

Agenda
● Velkommen v. Quisma - Nikolaj Mogensen
● Mobile Search - Peter Halling Hilborg
● Better Mobile Experiences - Karen Kristine Persøe
● Kaffepause 15min
● CRO + Case - Laura Niewald
● Modern Web Technology - Karen Kristine Persøe
● Tak for idag - Peter Halling Hilborg

Klik her for at få det
fulde slideshow

Mobile first & mobile
søgninger

Wtf is wrong with this dude? What is he looking at? The World?

7
Google lancerer deres mobile first index
Mobile first Medium + large grid
#1
fulde slideshow

Mobil er blevet størst
kilde: DRs Medieudvikling 2017
I 2017 brugte 68% af
danskerne nettet via
mobilen dagligt
I 2017 brugte 62% af
danskerne nettet på
computeren dagligt
Der bruges i
gennemsnit en time
på nettet på
computeren om
dagen
Der bruges i
gennemsnit over en
time om dagen på
mobilen
1
2
3
4
fulde slideshow

Mobil udgør en substantiel del af trafikken
53
53
46
21
15
15
26
33
39
Impressions
Click
Conversions (salg/leads)
2015 2016 2017

“ “
En stor del af mobiltrafikken kommer dog fra apps
Among mobile internet users, mobile apps will account
for 84.9% of total mobile time spent, with mobile web
browsing making up the remainder. Meanwhile, time
spent with a mobile browser is expected to remain
stagnant at 26 minutes per day in 2017.
In 2017, the average US adult will spend 2 hours, 25
minutes per day
https://www.emarketer.com/Article/eMarketer-Unveils-New-Estimates-Mobile-App-Usage/1015611

12
Mobil styrer, hvordan vi søger og
hvordan vi interagerer med websider
fulde slideshow

https://www.thinkwithgoogle.com/marketing-resources/experience-design/mobile-page-speed-load-time/
53%
af besøgende forlader en side,
hvis den er mere end 3 sekunder
om at loade

15
https://www.thinkwithgoogle.com/marketing-resources/experience-design/mobile-page-speed-load-time/
Det kan altså blive
dyrt, hvis man betaler
for keywords i en
blodrød branche
https://www.wordstream.com/blog/ws/2017/06/27/most-expensive-keywords
fulde slideshow

Loadhastighed er alfa-omega
✓ Gzip filer✓ Komprimér billeder ✓ Brug caching ✓ Implementer
HTTP/2
✓ Anvend et CDN
https://search.google.com/test/mobile-friendly
fulde slideshow

Hvordan er vores søgeadfærd
på mobil?

0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
4.0
2.3
2.8
3.2
3.6
3.7
2012
2017
2015
2014
Vi browser på tværs af forskellige devices
Gennemsnitligt antal enheder pr dansker
kilde: DRs Medieudvikling 2017
fulde slideshow

19
Hvor mange af jer
browser på mere end ét
device?

20
DETTE KALDES
CROSS-DEVICE
CONVERSIONS

Hvad bruger vi så mobilen til i købsrejsen?
41%Inspirations browsing & opdagelser
24%Sammenligner muligheder
21%Forbereder et online køb
18%Søger efter råd og reviews
Question: In which part(s) of the purchase process did people use a smartphone?
https://www.consumerbarometer.com/en/insights/?countryCode=DK
fulde slideshow

Vi søger for at træffe en bedre beslutning
https://www.thinkwithgoogle.com/data-collections/micro-moments-consumer-behavior-immediate-
expectations/
De seneste to år, er
mobile søgninger på
“product reviews”
steget med 50%
De sidste to år har videoer med
ordet review i titlen haft mere
end 50’000 års view time
tilsammen - på mobil alene.
fulde slideshow

Vi søger i vores umiddelbare omgivelser
1/3 af mobile søgninger
er relateret til lokation
2/3 af smartphone brugere er
mere tilbøjelige til at købe fra
sider, hvor indholdet er tilpasset
deres lokation
https://www.thinkwithgoogle.com/data-collections/micro-moments-consumer-behavior-immediate-
expectations/

Vi er mere tilbøjelige til at købe på telefonen
https://www.thinkwithgoogle.com/data-collections/micro-moments-consumer-behavior-immediate-expectations/
Sammenlignet med for 2 år siden er
smartphone brugere 50% mere
tilbøjelige til at være klar på en
købshandling umiddelbart efter en
smartphone søgning
$
fulde slideshow

VOICE SEARCH
⅕ af søgninger i US

There were more than 100.000
unique searches for “toothbrush”
in the past year alone
fulde slideshow

40 røde roser pris
80 stk røde roser til levering søndag
2 grønne planter fingerphilodendron
åben blomsterbutik glostrup
kommune 27 april
æblevin køb
Hvilket sprog bruger vi når vi søger?
Ok google was there a weekend cut for
the dell technologies championship
Ok google how many players will be cut
from the dell technologies championship
Ok google show me the leadership
board on dell technology
championship
fulde slideshow

Disse indsigter skal vi også bruge i vores tilstedeværelse
Vær til stede på fx Google MyBusiness
med de relevante oplysninger, hvis I
har fysiske lokationer
Tænk over drivers i annonceringen (og
i site-setup’et) der kan have en
indvirkning på brugere på mobilen.
fulde slideshow

Giv Google noget at arbejde med
✓ Brug schema.org til at sørge for at
give søgemaskinen så meget at
arbejde med som muligt og give
bedre svar:
https://blog.kissmetrics.com/get-started-using-schema/
✓ Smid lidt penge i paid search mod
“brede” keywords, så I kan se,
hvilke voice search terms der
kommer ind

Adskillige systemer lader én krydse data fra
online og offline til at estimere effekten af
online annoncering
Benyt mulighederne i AdWords eller vha
beacons til at tracke hvor mange der
besøger jeres butikker efterfølgende
Hvis jeres produkt ikke ligefrem er noget
man køber på en mobil, opstil da eventuelt
andre mål - fx download af brochure eller
besøg til “find butik”
#1
TRACK & ATTRIBUÉR
4 GODE RÅD TIL AT MÅLE MOBILEFFEKTEN (FOR DE HARDCORE)
#3
TRACK FOOTFALL
#2
#4
TRACK 020 SALG
Se hvor mange konverteringer og
assisterede konverteringer som stammer fra
mobil og vælg den rette attributionsmodel til
jeres virksomhed.
TRACK BLØDERE MÅL
fulde slideshow

Optimer mod hastighed og
mobiloplevelse
Og selvfølgelig

Karen Kristine Persøe
Conversion Specialist, Google
Towards a Better Mobile Experience

67 yrs 72 yrs
Users
Time
0
1Bn
32 yrs20 yrs5 yrs
Source: eMarketer 2015 - via US Census
Klik her for at få det fulde
slideshow

37
In DK mobile search query volume now accounts for 61%
Source: Google Internal Data, DK 2018

67 yrs 72 yrs
Users
Time
0
1Bn
32 yrs20 yrs5 yrs
Source: eMarketer 2015 - via US Census
3 yrs?
slideshow

39
Source: Hitwise.com
Share of online searches initiated on a mobile device
Source: Hitwise
72%
68% 68%
64%
62% 62%
56%
52%
48%
42% 39%
Food &
beverage
Health Sports
News &
Media
Lifestyle Automotive Retail travel
Real
estate
Entertainment Banking

40
Google started getting
more search queries
from mobile than
desktop
2015 On Singles Day,
Alibaba got 93% of
their transactions
from mobile
2017
slideshow

41
Think mobile only, not mobile first

43
What do you dislike the most when browsing the web on
your mobile device?
Source: Google Webmaster Central Blog, “#MobileMadness: a campaign to help you go mobile-friendly”, April 27 2015
Encountering
unplayable videos
Getting redirected to
the homepage
Waiting for slow
pages to load
Being shown
interstitials
Other
14%
13%
46%
16%
11%
slideshow

44
Users generally have a poor experience on mobile
Excellent Good Fair
Poor
9.5s
3s 5s 8s
Source: Think With Google - September 2017

47
of users will leave a site that takes
longer than 3 seconds to load53%
Source: Doubleclick: "The need for mobile speed: How mobile latency impacts publisher revenue"
slideshow

ONE STEP OR
ONE SECOND
SMARTER
WITH DATA
:00

ONE STEP OR
ONE SECOND
SMARTER
WITH DATA

56
2.4 2.7 3.0 3.3 3.6 3.9 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
180,000
140,000
100,000
60,000
0
20,000
58
45
32
19
0
6
Sessions
Load time (in seconds)
Bouncerate(%)
Sessions Bounce rate
13%
bounce
rate
20%
bounce
rate
58%
bounce
rate
Faster means fewer bounces
Source: SOASTA Case study (September 1st, 2015)

57
Faster means more conversions
1.9%
conversion rate
1.5%
conversion rate
180,000
140,000
100,000
60,000
0
20,000
Sessions
Sessions Conversion rate (%)
2.4 2.7 3.0 3.3 3.6 3.9 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 9.61.2 1.5 1.8 2.1
Mobile pages that
load 1second faster
see up to 27%
increase in CvR
Source: SOASTA Case study (September 1st, 2015)
slideshow

Confidential + Proprietary
2% slower = 2% fewer searches/user
400ms faster = 9% more traffic
Faster pages = more pageviews
100ms faster = 1% more revenue
5s faster = 25% more pageviews, 7-
12% more revenue
37% faster = 70% increase in mobile
revenue per user
80% faster = 108% increase in ads
interaction rate
Speed has a direct
impact on the
bottom line
Business impact of speed

59
As of July 2018, page speed will become an important
ranking factor for mobile searches
Source: "Using site speed in ranking"

60
Bad at mobile
= big problems
Good at mobile
= great possibilities

61
How fast is your website?
slideshow

64
Make improvements on speed
Images are often
the sinner
Caching will help
Load above the
fold first
slideshow

Confidential + Proprietary
When we tell developers
to “fix this and that”

66
Make improvements on speed
slideshow

67
Make Speed a priority:
~€179K annual revenue potential of 4.0s improvement
Assumptions:
1. Use your most traffic URL
2. Conversion rate & value: currently benchmark data,
needs to be based on your web analytics
3. Use different tools such as Chrome Dev Tools (4G)
Disclaimer: This is no guarantee
There is more than one way to measure mobile site speed
and many factors affect mobile site speed. Improving
mobile speed doesn’t guarantee revenue increases.
https://www.thinkwithgoogle.com/feature/mobile/

68
Speed is relative: age, state of mind and location matter
Does age matter to speed perception? Does state of mind matter? Does location & mobility matter?
When rushed we perceive load times as slower
Source: Awwwa rds Google eBook
People under 25 perceive load times as slower When on the move we perceive load times as slower
18-24
25-45
Rushed
Relaxed
On the move
Sat down
slideshow

69
Same site speed - But which experience is better?
Speed Index : 1500
0.9s 1.6s
Speed Index : 750

70
It’s about perception: let the
user know something is
happening
Use skeleton screens to
“speed up”
Introduced by Luke Wroblewski
already in 2013: “"A skeleton
screen is essentially a blank
version of a page into which
information is gradually loaded."
Source
slideshow

72
The speed it takes to load a page
How easy it is to find what I’m looking for
How well the site fits my screen
How simple the site is to use
How attractive the site looks
75%
24%
58%
61%
66%
A9. When browsing websites on your smartphone, how important would you say each of the following are in terms of your overall experience?
Base: n=373 event-level survey responses
Findability is crucial

73
Source: L2 Inc. October 2017
88%
UNIQUE MOBILE UX
MIRRORS DESKTOP EXPERIENCE
Something better is out there, but it’s not being used
slideshow

74
Can you tell the difference?

75
Between common apps….
slideshow

76
...and common e-commerce sites

77
Source: http://scotthurff.com/posts/how-to-design-for-thumbs-in-the-era-of-huge-screens
How far can your thumb go? 👍👍
slideshow

78
slideshow

79
Small changes combine for large impact
+49%
mCVR
Sticky Menu
+10% menu interactions
+5% more checkout starts
Expose Search
+32% sessions with
Search
Descriptive CTA
+1% CTR
Matalan (UK)

80
And how do we know, if it works?
B
B
A
CR + 5%
slideshow

81
Testing mobile site improvements results in 4.5% in the
mobile conversion rate
Source: Google x MANGO Case Study
RESULT:
3.85%
rise in mobile
revenue
slideshow

Hvordan håndterer vi mobile
besøgende?

-36%
TIME ON SITE
-18,1%
PAGES/SESSION
+48%
BOUNCE RATE
CONVERSION RATE
-50,9%
Desktop vs. Mobil

UTÅLMODIG
UFOKUSERET
MULTITASKER
KRÆSEN
MAKSIMERER
NYTTEVÆRDIEN
KONTEKSTUELLE

Mobilbrugere er utålmodige og
ønsker hurtig information
slideshow

Gør søgefeltet synligt og
nemt at anvende#1Klik her for at få det fulde
slideshow

Placér login knap så den er
nem at finde#2

slideshow

Gør det nemt at tilgå din
fysiske butik#3Klik her for at få det fulde
slideshow

Fjern støj der hindrer
brugeren i at nå sit mål#4Klik her for at få det fulde
slideshow

Prioriter dit indhold
og hold det kort#5

Brugerne er ufokuserede og ukoncentrerede
–
Dit site skal være intuitivt

Gruppér dit site så det er
intuitivt for brugerne#6Klik her for at få det fulde
slideshow

#7Hold navigationsmenuen
simpel
(max 4-8 menupunkter)

Brug brødkrummesti når
hierarkiet overstiger 2 niveauer#8Klik her for at få det fulde
slideshow

Skærmen er 80% mindre, men
brugernes forventninger til den visuelle
oplevelse er uændrede
slideshow

Inddel dit indhold i niveauer#9

Hold dit design konsistent#10Klik her for at få det fulde
slideshow

Brug ikoner der er synlige
og nemme at identificere#11

Brugerne ønsker at maksimere deres
lykke og minimere deres indsats

Gør det muligt for brugeren at vende
tilbage og udføre hurtige rettelser#12Klik her for at få det fulde
slideshow

Klikker videre
til næste step
Går man
tilbage for at
rette er den
blank igen
slideshow

Giv brugerne muligheder
når de fejler#13Klik her for at få det fulde
slideshow

Når du arbejder med dit site, hav
mobilen ved hånden

Hvordan kan en løsning se
ud?Klik her for at få det fulde
slideshow

Ung familie Voksen familie Ældre
Skaf xx antal leads til salgstjek, ved at optimere EDC’s
kampagnesider
Opgave

Sitet før optimering
slideshow

Vores løsning
• Tilstrækkelig information til at konvertere
• Tydelige USP’er
• Klar opdeling af indhold
• Prioritering af indhold

Test setup
Kontrol Variant desktop Variant mobil

Samlet resultat
Trafikkilder:
● Paid Search
● Direct
● Facebook
● Organisk
Signifikansniveau:
99%

Karen Kristine Persøe
Conversion Specialist, Google
New Modern Web Technology
slideshow

127
LOCAL
FULFILLMENT
CONVENIENT
MARKETPLACE
You compete with the best experience a user ever had
ON DEMAND
BOOKING
TOUCH
SIGN-IN & PAY
PERSONAL
SERVICE
AUTOMATION
CONTROL
TIME TO
MARKET
slideshow

The web does not meet
user expectations today.

130
Increasingly harder to build reach with apps
Source: The 2017 U.S. Mobile App Report Comscore - August 2017
51%
Amount of users who didn’t install any apps

131
Engagement
Reach
Mobile webApps
slideshow

132
Engagement
Reach
Mobile webApps
slideshow

133
Modern Mobile Web
Conversion
Speed
Engagement

135
Accelerated
Mobile Pages
<1 second
average load time
10x less data
Used compared to non-AMP page
slideshow

138
Modern Mobile Web
Conversion
Speed
Engagement
slideshow

139
Progressive
Web Apps
slideshow

140
Access media
to tweet
https://mobile.twitter.com

141
Receive
notifications

142
65% increase
pages/session
75% increase
in Tweets
1M
Daily visits from homescreen icon

143
Add to homescreen
https://www.trivago.co.uk/

144
97% increase in clickouts to
hotel offers
150% increase in repeat
visits from users who add to
homescreen
slideshow

145
PWAs are a cross-browser initiative
slideshow

146
Modern Mobile Web
Conversion
Speed
Engagement

147
9B
forms and passwords
autofilled each month
Source: Chrome blog post

148
Simple web payments with Google Pay
Leverages autofill
Eliminates forms
One tap to check out
slideshow

149
Support
for global
forms of
payment
slideshow

150
New Users: Simple web sign-up with One-tap sign-up
1-tap sign-up anywhere
Streamlined conversion
UX
Passwordless account
security

151
85% decrease
in sign in failures
slideshow

The web does not meet
can exceed user expectations today.

Mobile First - med Google

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (20)

Ähnlich wie Mobile First - med Google

Ähnlich wie Mobile First - med Google (20)

Mehr von Quisma Denmark

Mehr von Quisma Denmark (12)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

Mobile First - med Google