steven merckx - conversion day 2014
DESCRIPTION
Conversion Day 2014TRANSCRIPT
Google Confidential and Proprietary
Steven Merckx - Benelux Digital Performance Specialist
Maximizing Conversions for Multiscreen Users
Leadership
Mobile adop+on
Performance 2014
RLSA adop+on
Conversion Tracking
Google Confidential and Proprietary
Today… or was it yesterday?
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In 2013, smartphone sales overtook PC sales for the first time
Source: Business Insider/Gartner, IDC, Strategy Analytics, company filings
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Tomorrow
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AGENDA
Mobile Site showcase
The Multiscreen Consumer
Mobile & Multiscreen UX
Measuring for success
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The Multi-Screen Consumer
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Your audience isn’t on one screen anymore…
of people use their smartphones while consuming other media. 2
of people move between devices to accomplish a goal, whether it’s on smartphones, PCs, tablets or TV.1
1. The New Multi-screen World: Understanding Cross-Platform Consumer Behavior; Google and Ipsos MetdiaCT; U.S; August 2012 2. What Users Want Most From Mobile Sites Today; Google/Sterling Research/ SmithGeiger, US, July 2012
90%
86%
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…and they love their smartphones
1. Our Mobile Planet, Google, Feb 2013 / 2. Telecompaper, Aug 2013 / 3. Our Mobile Planet, Google, Feb 2013/ 4. Our Mobile Planet, Google, Feb 2013 / 5. Our Mobile Planet, Google, Feb 2013 / 6. 2013 Mobile Path-to-Purchase – Understanding Mobile’s role in the consumer’s path to purchase for specific industries, xAd/Telmetrics/Nielsen, US, Aug 2012
Smartphone usage in the Belgium has risen by two thirds in two years, rising to 60%. 1
People use their smartphone everywhere: 62% use it on the go, 59% at work and 39% in stores. 5
46% of smartphone owners only use their phone to research. 6
70% never leave home without their smartphone. 4
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Mobile sites have a big impact
of customers who visit a mobile unfriendly site are likely to go to a competitor's site.2
of customers prefer a mobile friendly site.1
75%
1. What Users Want Most From Mobile Sites Today; Google/Sterling Research/SmithGeiger, US, July 2012 2. What Users Want Most From Mobile Sites Today; Google/Sterling Research/SmithGeiger, US, July 2012
61%
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Mobile customer satisfaction matters. Users who have a positive experience on a mobile site are:
69% more likely to return later and buy on mobile
53% more likely to complete the checkout on another device
Source: ForeSee Annual Mobile Retail Report, UK. January 38 2014
59% more likely to think of your site in the future
55% more likely to suggest your site to others
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Browsing The internet
Social Networking
Shopping Online
Searching for info
Managing Finances
Planning a Trip
Watching an Online Video
65% 63% 65% 47% 59% 66% 56%
60% 58% 61% 45% 56% 58% 48%
4% 5% 4% 3% 3% 8% 8%
Started on a smartphone
Continued on a PC
Continued on a Tablet
When users start on mobile, where do they finish?
Base: Have Started Activity on One Device & Continued on Another (1455); Searching (923), Browsing (1172), Shopping (969), Planning a Trip (627), Finances (675), Social (1041), Watching a Video (623). Q. For the activities listed below, think about the last time you started each activity on one device and then continued or finished the same activity on another device. Please select which device you started and then continued on. If you have not done this, select “I have not done this”.
Google Confidential and Proprietary
Mobile & Multiscreen UX
On-site Search
Mobile Hygiene
Accommodating Multi-Device & Multi
Channel experiences
3
6 7
The ‘Mobile 7’ Framework
Multi-Screen & Multi-Channel
Accommodating
experiences
What the John Lewis site does well:
Items can be added to wish list Store pick-up: Collect and Collect+ available
Multi-Screen & Multi-Channel
Accommodating
experiences
What the Chill site does well:
Focus on phone number instead of form on mobile Phone-number becomes call-to-action on mobile
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Measuring for success
Google Confidential and Proprietary
Tracking: In-app conversions Advertiser decides on which in-app actions offer useful signals for user engagement.
1
1
2 Advertiser registers new conversion event in AdWords & downloads the code snippet.
3 Advertiser incorporates code snippet(s) into their app or utilizes server-to-server API pings.
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Key takeaways
Mobile Site showcase
People move between screens to convert
UX should accommodate multiscreen behaviour
Measure & attribute multiscreen conversions