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Vietnam Mobile DayHCMC, March 17th 2017

Melissa NguyenVietnam Country HeadGoogle Marketing Solutions

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Opening Remarks:

Why Vietnam Mobile Day

Ghislain Le ChatelierRegional Director Southeast AsiaGoogle Marketing Solutions

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Keynote speech:

Why Mobile Website Experience Matters

HOW DO PEOPLE EXPERIENCESHOPPING ON MOBILE TODAY?

Confidential + Proprietary

On mobile, entertaining apps dominate time, but sites capture the bulk of transactions

Sources: Time spent stats:http://yahoodevelopers.tumblr.com/post/127636051988/seven-years-into-the-mobile-revolution-content-is;Commercial task stats: Google/Ipsos Multiscreen Industry Study of 29k smartphone users across 9 industries (to be published).

66%SITES

6%APPS

28%SITES &

APPS

PRIMARY CHANNEL FOR COMMERCIAL TASKS

INDUSTRY SNAPSHOT

75% OF AUTOS USERS

60% OF FINANCE USERS

70% OF TRAVEL USERS

71% OF RETAIL & TECH USERS

64% OF LOCAL SERVICES USERS

... USE SITES MORE OFTEN FOR

COMMERCIAL TASKS

90%

10%TIMESPENTON SITES

TIMESPENTON APPS

10%

35%GAMING & ENT.

34%OTHER

31%SOCIAL

USER TIME SPENTON MOBILE DEVICES

NOT FUNCTIONAL

Find it hard to compare prices

and options

Can’t see level of details or info

Small screen makes it hard

to type

SLOW

Take too long to load

THAT’S A BIG PROBLEM

(aka OPPORTUNITY)

Content Performance & Speed

Design &Functionality

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What makes a good mobile user experience?

“Don’t make me think” rule

Each source of frustration during the navigation lower this resource

A visitor comes to your site with a Goodwill resource

When the resource is depleted, the customer leaves the site

Homepage & Site Navigation

Site Search

Commerce & Conversions

Form Entry

Usability & Form Factor

The common thread in all sections is that mobile users tend to be very goal-oriented - they expect to be able to get what they need from a mobile site easily, immediately, and on their own terms.

25 Design Principles

Proprietary + Confidential

of consumers will abandon a site if it takes longer than 3 seconds to load.53%

DoubleClick study using Google Analytics data; n=3.7K mSites, 2016.

Proprietary + Confidential

How fast do Websites in Vietnam load?

Google Research, Webpagetest.org, Global, sample of more than 900,000 mWeb sites across Fortune 1000 and Small Medium Businesses. Testing was performed using Chrome and emulating a Nexus 5 device on a globally representative 3G connection. 1.6Mbps download speed, 300ms Round-Trip Time (RTT). Tested on EC2 on m3.medium instances, similar in performance to high-end smartphones, Feb 2017.

Speed: avg speed index by verticalRecommend speed index

Proprietary + Confidential

Page speed = $$$

Proprietary + Confidential

2.2s

Source: “A Beginner’s Guide to Website Speed Optimization”

The Numbers Don’t Lie!When Mozilla increased page speed by2.2 seconds, Firefox download figures rose by 15.4 percent, or 10 million per year! Walmart saw 2 percent increase in conversion rates for every 1 second improvement in page load times.

HOW GOOGLE ENSURESFAST MSITE EXPERIENCE?

Proprietary + ConfidentialSource: "Using site speed in ranking"

PageSpeed is a ranking signal for Google’s search results

What is AMP?

Mobile friendlyEasy to implement

Fast Various monetization opportunities

Embrace the open web

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This is AMP on Google Search

Accelerated Mobile Pages

4x 10x faster less data

0.7 secondsmedian load time

BEYOND MOBILE SITE

What is PWA?Stay engaged with app like experiences on the web including

Local caching Add to homescreen

Push Notifications

Available offline

Confidential + Proprietary

Engage users with home screen icon, fullscreen mode

Proprietary + Confidential

Mobile friendly websiteBased on 25 msite design

principles

Fast loading mobile siteBased on WPT/Lighthouse on 3G

Speed Index of 5000ms

Today’s goals

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Thank you

Nguyễn Hoàng ViệtCTOTiki

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Tiki - Câu chuyện thành công 1

1.2% (+70%)Mobile Web Ecommerce

Conversion Rate

-32.36%Bounce rate

5x (+25%)Users on 3 devices spend 5x more

than users on 1 device

But, before that

Tiki ❤� mobile app

What we think it looks likeResearch

(google.com, marketing channels)

Tiki.vn Purchase

> 3%Mobile app ecommerce conversion rate

What it really looks likeResearch

(google.com, marketing channels)

Tiki.vn Purchase

60%

40%

30%

Users acquired from Mobile App are most likely to make 2nd order, making it the most valuable platform for re-engage return customers

Users acquired from Mobile Web are most likely to make a purchase, but on other platforms. They tend to research on Mobile Web, but then come to other platforms

to Add to Cart again & make purchase.

What we need to do ?● Page loading time as a very important feature● UX: ensure smooth cross device experience for users● Acquire new Mobile users aggressively

Before

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After

Cable

2G & 3G

1.2% (+70%)Mobile Web Ecommerce Conversion Rate

How we achieved it

How we achieved it● Using HTTP/2 & HTML Import● Using web-component + shadow dom● Pre-cache using Service Worker● Lazy-load other resources only on demand● Activating Push Notifications in the web app

What’s next ?

Completely new UX

Faster

X2 Hypothesis Conversion Rate

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Thank you

Nguyễn Văn TìnhDeputy CTOVNExpress

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VNExpress - Câu chuyện thành công 2

Giới thiệu

▪ VnExpress ra mắt vào ngày 26/02/2001

▪ Là tờ báo điện tử đầu tiên, và là báo

tiếng Việt có nhiều người đọc nhất hiện

nay.

▪ Hơn 40 triệu lượt xem / ngày

▪ Hơn 8 triệu độc giả thường xuyên /

ngày

▪ Đạt 15.8 tỷ lượt xem trong năm 2016

Lộ trình phát triển

2001 2007 2013 2017

PC PC PC + Mobile Multi screen

2012 - Thời điểm bắt đầu

▪ Bắt đầu chuyển đổi nền tảng

công nghệ từ .NET sang Open

Source

▪ Tồn tại 2 phiên bản website

desktop và mobile riêng lẽ

▪ Mobile chỉ là một phiên bản

lượt rút gọn của desktop

2013 - Bước chuyển mình▪ Dịch chuyển các dịch vụ sang

giao diện tùy ứng (Web

Responsive)

▪ Đầu 2013, tỷ lệ người dùng

mobile của VnExpress ~25%,

trong đó khoảng 6.5% là tablet

▪ Bounce rate 70%, time on site

trung bình 2 phút, số trang đọc

trung bình 3 / session.

2014 - 2017 Không ngừng tối ưu hoá

▪ Phân tách tất cả tài nguyên tĩnh (css, js, images)

của mobile riêng

▪ Dung lượng hình ảnh được nén ở mức tối thiểu

▪ Giảm số lượng các box không cần thiết, lượt text,

hình ảnh, hiệu ứng không cần thiết

▪ Tuân thủ các qui tắc tối ưu theo đề nghị từ

PageSpeed của Google: Above the fold, xử lý các

render blocking resource, cấu trúc trang html...

Cơ cấu người dùng

Người dùng đọc trang nhiều

gấp 2 lần -40%Tỷ lệ thoát

Thời gian đọc trung bình

tăng 2.3 lần

Kết quả đạt được

4s thời gian load trang

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Thank you

Panel Discussion

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take a break