Mobile Matters Growing your business with mobile

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Marilynn Thomas
7 years ago
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1 Mobile Matters Growing your business with mobile

2 Elise Deuringer PM Digital Vice President, Paid Digital Media Ravi Gupta Google Agency Development Manager

3 Mobile Matters Growing your business with mobile

4 Proprietary + Confidential Agenda State of Mobile How to win with mobile Optimize your mobile site Measure the full value of mobile Invest appropriately Q&A Proprietary + Confidential

5 State of Mobile Confidential + Proprietary Confidential + Proprietary

6 Average time spent per day by US Adults Shifts Toward Digital 7:00 6:00 5:00 4:00 3: :00 1:00 0:00 Source: emarketer via US Census TV Radio Print Digital Other

7 Most of the growth in digital from here on out will be from mobile 7:00 6:00 5:00 4:00 D :00 2:00 1:00 Desk top M 7x :00 Mobile Source: emarketer via US Census TV Radio Print Digital Other

8 We don t go online. We live online. Source in white if we need

10 Search s Mobile Moment Happened Already Proprietary + Confidential Mobile Moment Mobile Search Index Tablet Desktop Example Forecast xx 20xx Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem

11 Proprietary + Confidential US Consumer Behavior Trends Category Q4 Query Growth - Desktop Q4 Query Growth - Mobile % Searches on Mobile Footwear -3% 52% 69% Apparel -5% 49% 66% Home & Garden -3% 51% 60% Source: Google Internal Data Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem

12 Proprietary + Confidential Mobile is a critical part of the consumer journey 30.4% Of all Online Holiday Sales in the US were on a Mobile Device Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem

13 The Problem isn t whether The problem mobile isn t is happening.. 8:00am Check mail on phone 3:00pm Listen to a new song 6:00pm Look up recipe on tablet It s how be there when they are looking to be educated, entertained, and inspired we win with mobile Google Confidential and Proprietary

14 Proprietary + Confidential How to make mobile work for you Optimize Measure Invest Responsibly Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem

15 Optimize your mobile site Proprietary + Confidential

16 Slow and steady doesn t win the race Proprietary + Confidential 40% Will abandon a site that takes >3 seconds to load Source: Kissmetrics

17 Slow and steady doesn t win the race Proprietary + Confidential 40% 47% Will abandon a site that takes >3 seconds to load Expect a page to load in <2 seconds Source: Kissmetrics

18 Slow and steady doesn t win the race Proprietary + Confidential 40% 47% 52% Will abandon a site that takes >3 seconds to load Expect a page to load in <2 seconds Say fast load time speed is important to site loyalty Source: Kissmetrics

19 Business Impact of mobile page speed 2% slower = 2% less search/user 400ms faster = 9% more traffic Faster pages = more pageviews 100ms faster = 1% more revenue 5s faster = 25% more pageviews, 7-12% more revenue 37% faster = 70% increase in mobile revenue per user 80% faster = 108% increase in ads interaction rate Page speed is a ranking signal in Google s organic search results DID YOU KNOW? Amazon would lose $1.1 B over 1 year if their site was 100ms slower

20 Better Mobile Site = More Conversions Confidential + Proprietary

21 Delivering a great mobile experience requires: Design & Functionality Speed Confidential + Proprietary

25 Principles of Site Design (Top 5) Make site search visible and ensure results are relevant Implement filters to improve mobile search usability Design efficient

22 25 Principles of Site Design (Top 5) Make site search visible and ensure results are relevant Implement filters to improve mobile search usability Design efficient forms with streamlined entry or use click to call for complex tasks Let users purchase as guest Make it easy to finish converting on another device Confidential + Proprietary

23 What can happen by optimizing your msite? Confidential + Proprietary

24 Compared to a page that loads in 1 second... 3 seconds -22% pageviews -22% conversions +50% bounce rate 5 seconds -35% pageviews -38% conversions +105% bounce rate Confidential + Proprietary

25 Do this today! Visit PageSpeed Insights

26 Increase Mobile Speed to increase Mobile Revenue Eliminate render-blocking JavaScript and CSS in above-the-fold content. Enable compression. Leverage browser caching. Minify CSS. Minify HTML. Optimize images. Prioritize visible content. Reduce server response time. Minify JavaScript. Avoid landing page redirects. Google Pagespeed Insights [link]

27 Take Action Proprietary + Confidential Now 1. Review your site speed (PageSpeedInsights) 2. Test your mobile conversion process yourself - Buy something on your mobile site 1. Improve your design Next Review your 25 UX Principle site audit (link) Start designing for a multiscreen world with Google s getting started guide 2. Increase the performance speed of your website Long 1. Discuss mobile UX with your web developer 2. Develop strategy with web developer around new mobile site technologies 3. Agree on long term KPIs

28 Proprietary + Confidential Measure the Full Value of Mobile Proprietary + Confidential

29 Confidential + Proprietary

30 It s important to look at the history of measurement Confidential + Proprietary

31 ROAS It s important to look at the history of measurement Don t know No clue Who knows???? Confidential + Proprietary

32 In 2000, AdWords was born Confidential + Proprietary

33 Accuracy Medium The computer revolutionized advertising measurement Traditional Advertising Era Digital Advertising Era Measurement is imperfect??? For the first time, ROI could be confidently measured Confidential + Proprietary

34 Then mobile phones came along... Confidential + Proprietary

35 Accuracy Medium The mobile phone disrupted advertising measurement Traditional Advertising Era Digital Advertising Era Measurement is imperfect and very limited For the first time, ROI could be confidently measured Once again, measurement became imperfect Confidential + Proprietary

36 Data Analysis: Mobile supports Desktop Conversions Average Page views for Desktop converting sessions (indexed) Average session duration for Desktop converting sessions (indexed) Percentage of Desktop conversions by new users (indexed) / / / / / /05 Desktop users now look at less pages before converting! Desktop users now need less time on site to convert! More users now convert during their 1st desktop visit! Confidential + Proprietary

37 Google s Solutions for measuring mobile s full value Phone Calls App Installs Store Visits Accurate Attribution For Digital Advertising Cross Device Conversions Mobile Web Conversions Confidential + Proprietary

38 Cross Device Conversions Confidential + Proprietary

39 Cross-device Conversions Overview Conversion when someone clicks an AdWords ad on one device and converts on another Accuracy Actionability Conversion only surfaces under a 95% confidence interval This is the same confidence interval that is used to allow prescription drugs released to the public You can use these to influence your bidding Confidential + Proprietary

40 About Shutterfly uncovers a 60% increase in mobile conversions by measuring cross-device conversions Shutterfly, Inc. is a leading manufacturer and retailer of high-quality personalized products and services offered through a family of lifestyle brands. Confidential + Proprietary

Goals - Better understand the full value of mobile - Quantify cross-device conversions Approach - Measured cross-device conversions Results - Uncovered a 15% increase in overall conversions for

41 About Shutterfly uncovers a 60% increase in mobile conversions by measuring cross-device conversions Shutterfly, Inc. is a leading manufacturer and retailer of high-quality personalized products and services offered through a family of lifestyle brands. Goals - Better understand the full value of mobile - Quantify cross-device conversions Approach - Measured cross-device conversions Results - Uncovered a 15% increase in overall conversions for nonbrand terms when factoring in cross-device conversions - Uncovered a 60% increase in mobile conversions - Opted 100% of keywords into showing up on mobile devices - Increased their competitive bidding on mobile We know our customers are looking for our products on the go, then buying on their desktops. If we do not measure and analyze these cross-device conversions, we are vastly underrepresenting the value of mobile in our overall ecosystem. John Boris, SVP and CMO, Shutterfly Confidential + Proprietary

42 Device-To-Store Conversions Confidential + Proprietary

43 71% of smartphone users say they ve used a store locator to find a shop location Action: Use location signals to highlight relevant locations, store inventory, and driving directions

44 Measuring Store Visits in AdWords Customer clicks on AdWords search ad on computer, tablet or mobile device Customer visits store Store visit reported Confidential + Proprietary

Petsmart uses Store Visits data for measurement THE APPROACH One of the first clients to test Store Visits reporting Data helped validated estimates on how people online ads were driving into store

45 Petsmart uses Store Visits data for measurement THE APPROACH One of the first clients to test Store Visits reporting Data helped validated estimates on how people online ads were driving into store Started optimizing their budget based on the more comprehensive data KEY INSIGHTS 10-18% of PetSmart's search clicks resulted in a visit to a PetSmart store within 30 days Confidential + Proprietary CASE STUDY

46 What to do: Measure Everything and Invest Appropriately Phone Calls App Installs Store Visits Accurate Attribution For Digital Advertising Cross Device Conversions Mobile Web Conversions Confidential + Proprietary

47 How to invest appropriately 1. Improve - Optimize your msite 2. Measure - Understand the full value mobile is delivering 3. Be Present - Enable every AdWords campaign to run on mobile 4. Optimize for placement - Click rate on mobile skyrocket if you re above the fold Confidential + Proprietary

48 Proprietary + Confidential Thank You Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem

WompMobile Technical FAQ

WompMobile Technical FAQ What are the technical benefits of WompMobile? The mobile site has the same exact URL as the desktop website. The mobile site automatically and instantly syncs with the desktop