Mobile optimization 5.3.2011
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The document discusses optimizing websites for mobile users. It begins by outlining how mobile usage is growing rapidly and most users now expect mobile-optimized sites. It then provides best practices for mobile site design, such as keeping layouts simple, prioritizing important content, and leveraging unique mobile features. Finally, it outlines steps companies can take to fully optimize their sites, including creating mobile-friendly landing pages and microsites before optimizing the whole site based on iterative testing and user feedback.
Mobile optimization 5.3.2011
- 1. Are you Mobile Ready? Optimize your site for mobile users Elliott Nix, Senior Mobile Account Executive Shiv Kumar, Mobile Specialist May 3, 2011
- 2. Elliott Nix Shiv Kumar Senior Mobile Account Executive Mobile Specialist
- 4. 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
- 5. Mobile Readiness The State of the Field Google Confidential and Proprietary 5
- 6. “ Mobile is ramping up faster than any other technology we have ” seen in the past. Mary Meeker Kleiner Perkins Google Confidential and Proprietary 6
- 7. 3x more smartphones are being activated every minute around the world than there are babies being born. Google Confidential and Proprietary
- 8. Smartphones Have Gone Mainstream By the end of 2011 over half of Americans will have a smartphone. Source: Nielsen March 2010, Morgan Stanley 2010 Google Confidential and Proprietary 8
- 9. The Mobile Web is Exploding 120 US Mobile Queries (Indexed) 4x Growth 100 80 in past year 60 40 20 0 2007 2008 2009 2010 2011 Source: Internal Google Data 2010 Google Confidential and Proprietary 9
- 10. Restaurants 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 Source: Internal Google Data 2011 Google Confidential and Proprietary 10
- 11. Consumer Electronics 15.5% 29.6% of queries are mobile 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 Source: Internal Google Data 2011 Google Confidential and Proprietary 11
- 12. Finance and Insurance 15.4% of queries are mobile 1/10 7/10 1/11 7/11 1/12 7/12 1/13 5/13 1/14 7/14 1/15 Source: Internal Google Data 2011 Google Confidential and Proprietary 12
- 13. 79% of large online advertisers do not have a mobile optimized site. Source: Internal Google Data 2010 Google Confidential and Proprietary 13
- 14. Why Mobile Optimization Matters Google Confidential and Proprietary
- 15. Transform your desktop site for the mobile platform Google Confidential and Proprietary 15
- 16. Users Prefer Mobile Sites Over Apps Percentage of US mobile device users that prefer mobile browser to apps by function: 79% Product reviews 58% Prefer mobile sites to apps for video 81% Researching prices 64% Checking in-store features (location, maps, etc) Source: eMarketer, “Mobile Users Prefer Browers over Apps.” October 27, 2010. Study by Adobe Systems Incorporated, “Adobe Mobile Google Confidential and Proprietary 16 Experience Survey: What Users Want from Media, Finance, Travel, and Shopping” conducted by Keynote Systems, Oct. 13, 2010.
- 17. Mobile Users Have High Expectations 58% of mobile phone users expect mobile sites to load as quickly, or faster than desktop sites. Mobile users value speed www.nytimes.com Google mobile.nytimes.com Google 38% of users are willing Ad Slot to wait 30 seconds or less to complete a simple transaction. Source: Compuware, “Why the Mobile Web is Disappointing End-users.” March 2011 Google Confidential and Proprietary 17
- 18. Mobile Users Hold Grudges …and Move on if They Aren’t Satisfied Mobile users expect quick and consistent transactions anytime Of users are unlikely to return to a mobile 61% site that they have had trouble accessing from their phone. 40% Said they’d visit a competitor’s mobile website instead. 19% Of people would have a negative overall perception of the company if they are dissatisfied with the performance of the mobile site. Source: Compuware, “Why the Mobile Web is Disappointing End-users.” March 2011 Google Confidential and Proprietary 18
- 19. Mobile Sites Have Higher Success Rates Research has shown that web retailers could increase consumer engagement by 85% with a mobile-specific website. 5 e 1% e more rs ar e from sum rchas o f con to pu t have ites. li kely ilers tha webs reta pecific s mo bile- Source: PRWeb, “51% of Counsumers are more likely to shop at retailers who have websites designed for devices like the iPhone.” Google Confidential and Proprietary 19 November 16 2010. Research by Brand Anywhere and Luth Research, “Supply and Demand of the Mobile Web” November 2010
- 20. Cross Industry Best Practices Google Confidential and Proprietary
- 21. 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 › Google Confidential and Proprietary 21
- 22. Keep The Layout Simple › Google Confidential and Proprietary
- 23. Make content viewable at arms length Google Confidential and Proprietary 23
- 24. Keep rich media and content succinct Google Confidential and Proprietary 24
- 25. Make search easy Google Confidential and Proprietary 25
- 26. Design for Thumbs, Not Mice › Google Confidential and Proprietary
- 27. Design to prevent accidental clicks Google Confidential and Proprietary 27
- 28. Build for scrolling only in one direction Google Confidential and Proprietary 28
- 29. Prioritize Content › Google Confidential and Proprietary
- 30. Select valuable content for users on the go Google Confidential and Proprietary 30
- 31. Provide an action-oriented experience Google Confidential and Proprietary 31
- 32. Make site navigation, and load times fast Google Confidential and Proprietary 32
- 33. Use Uniquely Mobile Features › Google Confidential and Proprietary
- 34. Display content based on a user’s location Google Confidential and Proprietary 34
- 35. Build for a mobile-to-store experience Google Confidential and Proprietary 35
- 36. Leverage other phone functions Google Confidential and Proprietary 36
- 37. Make It Easy To Convert › Google Confidential and Proprietary
- 38. Shorten the conversion process Google Confidential and Proprietary 38
- 39. Click-to-call: Connect with your customers Google Confidential and Proprietary 39
- 40. 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 › Google Confidential and Proprietary 40
- 41. Next steps to a Fully Optimized Site Google Confidential and Proprietary
- 42. Steps to a Fully Optimized Site Prepare Check out your site on your phone. Prioritize its content for mobile users. Google Confidential and Proprietary 42
- 43. Steps to a Fully Optimized Site Prepare Check out your site on your phone. Prioritize its content for mobile users. Landing Page Google Confidential and Proprietary 43
- 44. Steps to a Fully Optimized Site Prepare Check out your site on your phone. Prioritize its content for mobile users. Product Landing specific Page microsites Google Confidential and Proprietary 44
- 45. Steps to a Fully Optimized Site Prepare Check out your site on your phone. Prioritize its content for mobile users. Product Fully Landing specific optimized Page microsites site Google Confidential and Proprietary 45
- 46. Steps to a Fully Optimized Site Prepare Check out your site on your phone. Prioritize its content for mobile users. Product Fully Landing specific optimized Page microsites site Optimize and iterate Google Confidential and Proprietary 46
- 48. It’s not too late to be early. 48 Google Confidential and Proprietary 48
- 49. Thank you.
- 50. 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