Mobile Websites are More Important than You Think

Presented By Robert McFrazier

Robert McFrazier@rmcfrazier

http://blog.robert.mcfrazier.com

● How important is a mobile website?● What are user expectations for mobile

websites?● Commerce and the mobile web● How important is speed for a mobile

website?● AMP highlights● PWA highlights

Mobile Website Audits

How important is a mobile website?

...more Google searches take place on mobile devices than on computers in 10 countries including the US and Japan.

Jerry Dischler, Vice President, Product Management, AdWords

“”

I’ll just use my desktop site as my mobile site, because they are the same.

How important is a mobile website?

When was your website mobile moment?

Most of the growth in digital from here on out will be from mobile

TV Radio Print Digital Other

2011

2015

D+L

M0:00

1:00

2:00

3:00

4:00

5:00

6:00

150xper day

D+L

M

3:00

150 177 amount of time we check our mobile phones a day minutes spent a day on our mobile phones

Web Videos Images Shopping News More Search tools

mi·cro-mo·ment/ˈmīkrō/ /ˈmōmənt/

noun; plural noun: micro-moments

1. A moment when we act on a need – a need to learn something, do something, discover something or buy something.

2. An intent-rich moment when decisions are being made or preferences being shaped.

About 44,800,000 results (0.37 seconds)

define: micro-moment

thin slices of a day

We are all trying to get more done, get things off of our plate, and take advantage of thin slices of time throughout the day. This is a fundamental shift in

consumer mentality behavior.

“Getting mobile right” means giving your consumers what they expect…

EffortlessConsumers want to get started researching, comparing and selecting products with ease

EffectiveWhen possible they want to get things done on phones with frictionless experiences

SeamlessNo matter the device, they want to pick up where they left off without missing a beat

UbiquitousThe experience should come to consumers, wherever they are

Mobile has changed how we act and react in life

Immediacy of action

Acting on any stimulus, whenever we’re

motivated to

High expectationsfor relevance and for

frictionless experiences

Unscripted decisions

People are more loyal to the need in the moment

vs. a brand

How does context change intent in the moment?

Location Content

How important is a mobile website?Where to begin – app, site or both simultaneously

APPS FIRSTE.g. Uber, Hotel Tonight

WHO: APP-CENTRIC MODELS

SITES FIRSTWHO: MOST COMPANIES

SITES + APPSWHO: COMPANIES WHO HAVE NAILED THEIR SITE...

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

Intended for high frequency use (e.g. daily)

The initial experience with your brand will likely be from your mobile website.

Beginning

Middle

End

Consumers engage with mobile at the...

41%

19%

61%

...of their shopping process

Use mobile to start

75%

90%

Sources: NinthDecimal, SessionM, Internet Retailer/Forrester

why c

are?

Use mobile in-store Use mobile to buy(% of ecommerce on mobile)

FCST 202050%

30%

The mobile shopper

Without utility in the moment, not only will consumers move on, they actually might not ever come back

of consumers say that regularly getting useful information from an

advertiser is the most important attribute when selecting a brand

73%

of smartphone users have bought from a brand other than their intended one because the

information provided was useful

51%

of smartphone users say they're more likely to buy from companies who customize mobile information

to their location

61%

Your mobile website is a digital influencer.

Google Poll:

“what do you dislike the most when browsing the web on your mobile device?”

Encountering unplayable videos

Getting redirected to the homepage

Waiting for slow pages to load

Being shown interstitials

Other

14%13%

46%16%

11%

Source: "Google Webmaster Central Blog: “#MobileMadness: a campaign to help you go mobile-friendly” (posted: Monday, April 27, 2015)"

Will abandon a site that takes >3 seconds

to load

40%

Expect a page to load in <2 seconds

47%

Say fast load time speed is important

to site loyalty

52%

Slow and steady doesn’t win the race

What are user expectations for mobile sites?

How fast is fast enough.

Mobile pages should render in < 1s

3Gnetwork

connection

600ms to 1s is consumed by mandatory 3G network overhead which can’t be avoided(average 750 Kbps to 1 Mbps)

Source: "The Search Agency, Optimization Strategies for the Mobile Web"

While 4G adoption continues to increase, 2G and 3G networks are here to stay for a while.

How important is speed for a mobile site?Throttle Bandwidth

Chrome Dev Tools Create a throttled network

Mobile pages that load 1s faster see up to +27% CvR

180,000

160,000

140,000

120,000

100,000

80,000

60,000

40,000

20,000

0

1.7

1.6

1.4

1.2

1.0

0.8

0.6

0.4

0.2

0.01.2 1.5 1.8 2.1 2.4 2.7 3.0 3.3 3.6 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

Load time (seconds)

Conv

ersi

on ra

te (%

)

Sessions Conversion rate (%) Bounce rate (%)

1.9% conversion rate

1.5% conversion rate

Note: Some of pages with load times faster than 2.4 seconds experienced lower conversion rates.

Those numbers may be influenced by faster response/page load times for 404s and other errors.

Source: "Mobile performance conversion rate"

12.8% bounce rate

20% bounce rate

58

51

45

39

32

26

19

13

6

0

Boun

ce ra

te (%

)

Public Service Announcement

Wednesday, March 16, 2016

… we’re announcing that beginning in May, we’ll start rolling out an update to mobile search results that

increases the effect of the ranking signal to help our users find even more pages that are relevant

and mobile-friendly.

“Continuing to make the web more friendly

Tuesday, August 23, 2016

To improve the mobile search experience, after January 10, 2017,

pages where content is not easily accessible to a user on the transition from the mobile search results may not rank as highly.

“Continuing to make the web more friendly

Examples of interstitials that make content less accessible

https://

HTTPS is a ranking signal for Google’s SERP

Protect users with HTTPS

Mobile friendliness is not JUST a responsive/adaptive design.

The Future of the Mobile Web

Source: xkcd.com a webcomic of romance, sarcasm, math, and language

what if speed was the #1 feature?

AMP is pretty fast

0.7secLoad Time

for AMP

22.0secLoad Time

for Non-AMP

AMP’s Speed sources

AMP-HTML Format & RuntimePre-renderingCaching

Progressive Web Apps

PWAsProvides an app-like user experience that is low friction and is built using

modern web capabilities& enabled through Service Worker

Push notifications on the web?

System level notifications, like apps

Ask to notify users with specific information

Can send notifications even page closed

Speedy Content DeliveryLoad your site quickly and experience offline mode

Re-EngagementSend push notifications to mobile web users

Frictionless InstallabilityEngage with users without having them go through an installation process

Trusted AccessProtect consumers and provide safety

Offline Access Secured Connection

Add to Homescreen

Provide an app-like user experience that is low friction and is built using modern web capabilities.

Future: Native App-like Web Apps

Questions

Robert McFrazier

Email: robert@mcfrazier.comBlog: http://blog.robert.mcfrazier.comTwitter: @rmcfrazier

Thank You