Google: Building Mobile Sites | Best Practices
0 likes96 views
This document provides information on optimizing websites for mobile experiences. It discusses principles of mobile site design like making site search visible and ensuring relevant results. It notes that over 50% of searches are now on mobile phones. Case studies are presented on how companies like Zazzle and Autoglass improved their mobile experiences and increased conversions and sales through mobile optimization.
Google: Building Mobile Sites | Best Practices
- 1. It’s more important than ever to get the mobile consumer experience right. Drive Mobile Commerce 67% Principles of Mobile Site Design Multi-Screen Resources 57% 61% of consumers are more likely to convert on a mobile optimized site* of consumers say they are less likely to engage with a company if their site is not mobile optimized* of consumers will move to another site if they can’t find what they’re looking for quickly* Make site search visible and ensure results are relevant. Place your site search near the top of your homepage via an open text field. On April 21, we expanded our use of mobile-friendliness as a ranking signal for organic search. This change affected mobile searches in all languages worldwide. The goal of this update was to ensure users will get relevant, high quality search results that are optimized for their devices. With more than 50 percent of all searches on Google taking place on mobile phones, it’s more important than ever that sites be found on mobile. Let users purchase as a guest. Offer the option to check out as a guest, and encourage registration with tangible benefits. Implement filters to improve mobile search usability. Offer filters to help users get what they need from search, but make sure users can’t filter a search to return. Make it easy to finish converting on another device. Mobile visitors may be researching to convert later, so offer a simple way to resume their journey on another device via social sharing, email or save-to-cart functionality. Multi-Screen Resources is a one-stop shop for all mobile resources. On this website, you can: • Analyze and optimize your website with Page Speed tools. • Get personalized recommendations for creating a more mobile-friendly experience. • Find current mobile trends and mobile site best practices. • Find a list of developers ready to help you build your mobile sites. *Source: Google, Sterling Research and SmithGeiger, What Users Want Most From Mobile Sites Today, July 2012. The report surveyed 1,088 US adult smartphone Internet users. See the full list of mobile site design principles at google.com/think/multiscreen/whitepaper-sitedesign.html For more information visit: google.co.uk/think/multiscreen/ Design efficient forms with streamlined entry. Minimize the number of fields in your forms, and autofill information wherever possible. Use clearly-labeled progress bars to help users.
- 2. Drive Mobile Commerce Zazzle Case Study Zazzle is an online retailer that offers high quality customized products. Zazzle’s mission is “To Enable Every Custom, On-Demand Product in the World On Our Platform.” zazzle.com More case studies available at: google.co.uk/think/multiscreen/ Because Zazzle is an online retailer, it was important for us to develop a mobile site to improve our mobile user experience, enhance our brand and increase conversions. Our conversion rate on mobile has increased by 35% and we’ve seen a boost in sales from mobile devices of 186% Robin Harris, SEM manager Zazzle, Inc. Goals • Take lead in retail m-commerce • Increase mobile conversions • Improve mobile user experience • Get situated for the m-commerce future Approach • Integrated mobile into overall campaign strategy • Developed mobile-friendly site • Improve mobile user experience • Deployed and continually tested Google Mobile ads campaigns Results • Increased conversions by 35% • Grew sales from mobile by 186% • Overall traffic coming from mobile grew by more than 100% • Increased revenue driven by mobile ads by 296%
- 3. It’s more important than ever to get the mobile consumer experience right. Drive Lead Generation on Mobile 67% Principles of Mobile Site Design Multi-Screen Resources 57% 61% of consumers are more likely to convert on a mobile optimized site* of consumers say they are less likely to engage with a company if their site is not mobile optimized* of consumers will move to another site if they can’t find what they’re looking for quickly* Keep calls-to-action front and center. Feature your primary calls-to-action in your most prominent site space. Use click-to-call buttons for complex tasks. Offering a prominent click-to-call button can keep users from dropping out of the funnel when they need to provide complex information. Design efficient forms with streamlined entry. Minimize the number of fields in your forms, and autofill information wherever possible. Use clearly-labeled progress bars to help users Make it easy to finish converting on another device. Mobile visitors may be researching to convert later, so offer a simple way to resume their journey on another device via social sharing, email or save-to- cart functionality Multi-Screen Resources is a one-stop shop for all mobile resources. On this website, you can: • Analyze and optimize your website with Page Speed tools. • Get personalized recommendations for creating a more mobile-friendly experience. • Find current mobile trends and mobile site best practices. • Find a list of developers ready to help you build your mobile sites. *Source: Google, Sterling Research and SmithGeiger, What Users Want Most From Mobile Sites Today, July 2012. The report surveyed 1,088 US adult smartphone Internet users. See the full list of mobile site design principles at google.com/think/multiscreen/whitepaper-sitedesign.html For more information visit: google.co.uk/think/multiscreen/ Minimize form errors with labeling and real-time validation. Use clearly visible labels to let users know what you need, and validate for errors in real time to let them know if there’s a problem before they submit a form. On April 21, we expanded our use of mobile-friendliness as a ranking signal for organic search. This change affected mobile searches in all languages worldwide. The goal of this update was to ensure users will get relevant, high quality search results that are optimized for their devices. With more than 50 percent of all searches on Google taking place on mobile phones, it’s more important than ever that sites be found on mobile.
- 4. Drive Lead Generation on Mobile Autoglass Case Study UK leader in windscreen repair and replacement, based in Bedford. Autoglass repairs damage not only through a network of local service centres, but also offers nationwide coverage through a mobile emergency service. autoglass.co.uk/ Autoglass is a forward thinking advertiser and have set themselves up for success in the decade of mobile Ian Carrington, Director of Performance, NACE, Google Overall, mobile bookings are up 11% and clicks are up by 53% year on year. Mobile search is now the first line on our media plan and will continue to be our main focus as the key driver of bookings. Paul Kasamias, Search Director, Starcom MediaVest Group Goals • Reach more customers on the go • Increase leads through mobile devices • Stand out in a competitive market Approach • Built a mobile-optimised site • Implemented mobile search with click-to-call and click-to download ads • Promoted app through ads on app in Google Display Network Results • Mobile bookings up by 11% • 53% more clicks year on year • 4,000 app downloads in 10 months Google Play Store Mobile-optimised site download app m-site More case studies available at: google.co.uk/think/multiscreen/