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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

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Rafi Katanasho discusses effectively monitoring the customer experience across diverse platforms. He outlines 5 tips: 1) Analyze performance data in relation to user behavior to see where customers are dropping off and optimize key pages. 2) Speed up resolution of user complaints to improve their experience. 3) Report on key business metrics like conversions and revenue to understand the impact of performance issues. 4) Manage third-party services that can impact response times. 5) Unify oversight of different customer channels like web, mobile web, and native apps for a holistic view of the experience.

customer experiencecustomer satisfaction
NMGpresentation
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This document discusses the importance of businesses going mobile. It notes that over 80% of customers will abandon a mobile site that is not optimized for mobile use. Google also now factors mobile user experience into its search rankings. The document provides statistics on mobile user behavior, such as 95% searching locally and 90% acting within 24 hours. It recommends best practices for mobile sites like making navigation thumb-friendly, loading quickly, and including click-to-call functionality. Developing a mobile site can drive more sales and customers through features that make it easy for people to connect with a business from their phone.

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Mobile MarketingMobile Marketing
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The document discusses the importance of mobile optimization for websites. It notes that the mobile web is becoming the primary means of global communication and that mobile-optimized sites are specially designed for mobile browsing. Poor mobile performance can deter business, while optimizing for mobile increases business. It emphasizes that mobile traffic is growing exponentially and will soon surpass desktop. The document advocates for complete customization, flawless functionality, and flexibility in mobile site design to provide the best customer experience and keep up with changing markets.

mobilemobile phonemobile marketing
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
“
”
Mobile websites are more important than you think
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?

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Mobile Web Design - Five Technology
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Aaron Weiche's presentation on Mobile Web Design from April 15th, 2010 Twin Cities Happy Hour Event. Basics to mobile web design.

website iphonebusinessmobile
2012 Digital Opportunities
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2012 Digital Opportunities for Web and Mobile Marketing, to Increase website visitors and search engines visibility!

qr codesmobile optimizationwebsite visitors
Most of the growth in digital from
here on out will be from mobile
TV Radio Print Digital Other
2011
2015
D+L
M
0:00
1:00
2:00
3:00
4:00
5:00
6:00
150x
per 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.

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Why You Should Adopt A Mobile-First Mindset in 2016
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Being "Mobile-First" is one of the most popular buzzwords in the Digital Marketing circles at the moment, but do you really understand what it could mean to you and your business? Through this SlideShare, understand what it means to be truly "Mobile-First" and why it is important that you should adopt this mind-set immediately!

mobilemobile marketingengagement
“Getting mobile right” means giving
your consumers what they expect…
Effortless
Consumers want to get started
researching, comparing and
selecting products with ease
Effective
When possible they want to
get things done on phones
with frictionless experiences
Seamless
No matter the device, they
want to pick up where they left
off without missing a beat
Ubiquitous
The 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
expectations
for 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 FIRST
E.g. Uber, Hotel Tonight
WHO: APP-CENTRIC MODELS
SITES FIRST
WHO: MOST COMPANIES
SITES + APPS
WHO: 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)

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The initial experience with your brand will likely
be from your mobile website.
Beginning
Middle
End
Consumers engage with mobile at the...
41%
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61%
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90%
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Use mobile in-store Use mobile to buy
(% of ecommerce on mobile)
FCST 2020
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30%
The mobile shopper
Without utility in the moment, not only will consumers
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advertiser is the most important
attribute when selecting a brand
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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%
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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.

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santé
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
0.0
1.2 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)
Conversionrate(%)
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
Bouncerate(%)

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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
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transition from the mobile search
results may not rank as highly.
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content less accessible
https://
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AMP’s Speed sources
AMP-HTML Format & Runtime
Pre-rendering
Caching
Progressive Web Apps
PWAs
Provides 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 Delivery
Load your site quickly and experience offline mode
Re-Engagement
Send push notifications to mobile web users
Frictionless Installability
Engage with users without having them go through
an installation process
Trusted Access
Protect 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.
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Questions
Robert McFrazier
Email: robert@mcfrazier.com
Blog: http://blog.robert.mcfrazier.com
Twitter: @rmcfrazier
Thank You
Mobile websites are more important than you think

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Mobile websites are more important than you think

  • 1. Mobile Websites are More Important than You Think Presented By Robert McFrazier
  • 3. ● 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
  • 5. 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 “ ”
  • 7. I’ll just use my desktop site as my mobile site, because they are the same. How important is a mobile website?
  • 8. When was your website mobile moment?
  • 9. Most of the growth in digital from here on out will be from mobile TV Radio Print Digital Other 2011 2015 D+L M 0:00 1:00 2:00 3:00 4:00 5:00 6:00 150x per day D+L M 3:00
  • 10. 150 177 amount of time we check our mobile phones a day minutes spent a day on our mobile phones
  • 11. 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
  • 12. 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.
  • 13. “Getting mobile right” means giving your consumers what they expect… Effortless Consumers want to get started researching, comparing and selecting products with ease Effective When possible they want to get things done on phones with frictionless experiences Seamless No matter the device, they want to pick up where they left off without missing a beat Ubiquitous The experience should come to consumers, wherever they are
  • 14. Mobile has changed how we act and react in life Immediacy of action Acting on any stimulus, whenever we’re motivated to High expectations for relevance and for frictionless experiences Unscripted decisions People are more loyal to the need in the moment vs. a brand
  • 15. How does context change intent in the moment? Location Content
  • 16. How important is a mobile website? Where to begin – app, site or both simultaneously APPS FIRST E.g. Uber, Hotel Tonight WHO: APP-CENTRIC MODELS SITES FIRST WHO: MOST COMPANIES SITES + APPS WHO: 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)
  • 17. The initial experience with your brand will likely be from your mobile website.
  • 18. Beginning Middle End Consumers engage with mobile at the... 41% 19% 61% ...of their shopping process
  • 19. Use mobile to start 75% 90% Sources: NinthDecimal, SessionM, Internet Retailer/Forrester Use mobile in-store Use mobile to buy (% of ecommerce on mobile) FCST 2020 50% 30% The mobile shopper
  • 20. 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%
  • 21. Your mobile website is a digital influencer.
  • 22. 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)"
  • 23. 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?
  • 24. How fast is fast enough.
  • 25. 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"
  • 26. While 4G adoption continues to increase, 2G and 3G networks are here to stay for a while.
  • 27. How important is speed for a mobile site? Throttle Bandwidth Chrome Dev Tools Create a throttled network
  • 28. 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 0.0 1.2 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) Conversionrate(%) 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 Bouncerate(%)
  • 30. 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
  • 31. 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
  • 32. https:// HTTPS is a ranking signal for Google’s SERP Protect users with HTTPS
  • 33. Mobile friendliness is not JUST a responsive/adaptive design.
  • 34. The Future of the Mobile Web Source: xkcd.com a webcomic of romance, sarcasm, math, and language
  • 35. what if speed was the #1 feature?
  • 36. AMP is pretty fast 0.7sec Load Time for AMP 22.0sec Load Time for Non-AMP
  • 37. AMP’s Speed sources AMP-HTML Format & Runtime Pre-rendering Caching
  • 38. Progressive Web Apps PWAs Provides an app-like user experience that is low friction and is built using modern web capabilities & enabled through Service Worker
  • 39. Push notifications on the web? System level notifications, like apps Ask to notify users with specific information Can send notifications even page closed
  • 40. Speedy Content Delivery Load your site quickly and experience offline mode Re-Engagement Send push notifications to mobile web users Frictionless Installability Engage with users without having them go through an installation process Trusted Access Protect 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
  • 42. Robert McFrazier Email: robert@mcfrazier.com Blog: http://blog.robert.mcfrazier.com Twitter: @rmcfrazier Thank You