Mobile optimization 5.3.2011

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Mobile Optimization, (Optimizacion en Acciones sobre Dispositivos Moviles)

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Mobile optimization 5.3.2011

  1. 1. Are you Mobile Ready?Optimize your site for mobile usersElliott Nix, Senior Mobile Account ExecutiveShiv Kumar, Mobile SpecialistMay 3, 2011
  2. 2. Elliott Nix Shiv KumarSenior Mobile Account Executive Mobile Specialist
  3. 3. #GoogleMobileSites
  4. 4. Agenda ONE: Mobile Readiness, The State of the Field TWO: Why Mobile Optimization Matters THREE: Cross-Industry Best Practices FOUR: Next Steps to a Fully Optimized Site
  5. 5. Mobile ReadinessThe State of the Field Google Confidential and Proprietary 5
  6. 6. “ Mobile is ramping up faster than any other technology we have ” seen in the past. Mary Meeker Kleiner Perkins Google Confidential and Proprietary 6
  7. 7. 3x more smartphonesare being activatedevery minute aroundthe world than thereare babies being born. Google Confidential and Proprietary
  8. 8. Smartphones Have Gone Mainstream By the end of 2011 over half of Americans will have a smartphone.Source: Nielsen March 2010, Morgan Stanley 2010 Google Confidential and Proprietary 8
  9. 9. The Mobile Web is Exploding120 US Mobile Queries (Indexed) 4x Growth100 80 in past year 60 40 20 0 2007 2008 2009 2010 2011 Source: Internal Google Data 2010 Google Confidential and Proprietary 9
  10. 10. Restaurants 29.6% of queries are mobile 1/11 5/11 9/11 1/12 5/12 9/12 1/13 5/13 9/13 1/14 5/14 9/14 1/15Source: Internal Google Data 2011 Google Confidential and Proprietary 10
  11. 11. Consumer Electronics 15.5% 29.6% of queries are mobile of queries are Mobile 1/11 5/11 9/11 1/12 5/12 9/12 1/13 5/13 9/13 1/14 5/14 9/14 1/15Source: Internal Google Data 2011 Google Confidential and Proprietary 11
  12. 12. Finance and Insurance 15.4% of queries are mobile 1/10 7/10 1/11 7/11 1/12 7/12 1/13 5/13 1/14 7/14 1/15Source: Internal Google Data 2011 Google Confidential and Proprietary 12
  13. 13. 79% of large online advertisers do not have a mobile optimized site.Source: Internal Google Data 2010 Google Confidential and Proprietary 13
  14. 14. Why MobileOptimization Matters Google Confidential and Proprietary
  15. 15. Transform your desktop site for the mobile platform Google Confidential and Proprietary 15
  16. 16. Users Prefer Mobile Sites Over AppsPercentage of US mobile device users that prefermobile browser to apps by function: 79% Product reviews 58% Prefer mobile sites to apps for video 81% Researching prices 64% Checking in-store features (location, maps, etc)Source: eMarketer, “Mobile Users Prefer Browers over Apps.” October 27, 2010. Study by Adobe Systems Incorporated, “Adobe Mobile Google Confidential and Proprietary 16Experience Survey: What Users Want from Media, Finance, Travel, and Shopping” conducted by Keynote Systems, Oct. 13, 2010.
  17. 17. Mobile Users Have High Expectations58% of mobile phone users expect mobile sites to loadas quickly, or faster than desktop sites. Mobile users value speed www.nytimes.com Google mobile.nytimes.com Google 38% of users are willing Ad Slot to wait 30 seconds or less to complete a simple transaction.Source: Compuware, “Why the Mobile Web is Disappointing End-users.” March 2011 Google Confidential and Proprietary 17
  18. 18. Mobile Users Hold Grudges …and Move on if They Aren’t SatisfiedMobile users expect quick and consistenttransactions anytime Of users are unlikely to return to a mobile 61% site that they have had trouble accessing from their phone. 40% Said they’d visit a competitor’s mobile website instead. 19% Of people would have a negative overall perception of the company if they are dissatisfied with the performance of the mobile site.Source: Compuware, “Why the Mobile Web is Disappointing End-users.” March 2011 Google Confidential and Proprietary 18
  19. 19. Mobile Sites Have Higher Success Rates Research has shown that web retailers could increase consumer engagement by 85% with a mobile-specific website. 5 e 1% e more rs ar e from sum rchas o f con to pu t have ites. li kely ilers tha webs reta pecific s mo bile-Source: PRWeb, “51% of Counsumers are more likely to shop at retailers who have websites designed for devices like the iPhone.” Google Confidential and Proprietary 19November 16 2010. Research by Brand Anywhere and Luth Research, “Supply and Demand of the Mobile Web” November 2010
  20. 20. Cross Industry Best Practices Google Confidential and Proprietary
  21. 21. Mobile Landing Page Best Practices 1. Keep The Layout Simple › 2. Design For Thumbs, Not Mice › 3. Prioritize Content › 4. Use Uniquely Mobile Features › 5. Make It Easy To Convert › Google Confidential and Proprietary 21
  22. 22. Keep The Layout Simple › Google Confidential and Proprietary
  23. 23. Make content viewable at arms length Google Confidential and Proprietary 23
  24. 24. Keep rich media and content succinct Google Confidential and Proprietary 24
  25. 25. Make search easy Google Confidential and Proprietary 25
  26. 26. Design for Thumbs, Not Mice › Google Confidential and Proprietary
  27. 27. Design to prevent accidental clicks Google Confidential and Proprietary 27
  28. 28. Build for scrolling only in one direction Google Confidential and Proprietary 28
  29. 29. Prioritize Content › Google Confidential and Proprietary
  30. 30. Select valuable content for users on the go Google Confidential and Proprietary 30
  31. 31. Provide an action-oriented experience Google Confidential and Proprietary 31
  32. 32. Make site navigation, and load times fast Google Confidential and Proprietary 32
  33. 33. Use Uniquely Mobile Features › Google Confidential and Proprietary
  34. 34. Display content based on a user’s location Google Confidential and Proprietary 34
  35. 35. Build for a mobile-to-store experience Google Confidential and Proprietary 35
  36. 36. Leverage other phone functions Google Confidential and Proprietary 36
  37. 37. Make It Easy To Convert › Google Confidential and Proprietary
  38. 38. Shorten the conversion process Google Confidential and Proprietary 38
  39. 39. Click-to-call: Connect with your customers Google Confidential and Proprietary 39
  40. 40. Mobile Landing Page Best Practices 1. Keep The Layout Simple › 2. Design For Thumbs, Not Mice › 3. Prioritize Content › 4. Use Uniquely Mobile Features › 5. Make It Easy To Convert › Google Confidential and Proprietary 40
  41. 41. Next steps to aFully Optimized Site Google Confidential and Proprietary
  42. 42. Steps to a Fully Optimized Site Prepare Check out your site on your phone. Prioritize its content for mobile users. Google Confidential and Proprietary 42
  43. 43. Steps to a Fully Optimized Site Prepare Check out your site on your phone. Prioritize its content for mobile users. Landing Page Google Confidential and Proprietary 43
  44. 44. Steps to a Fully Optimized Site Prepare Check out your site on your phone. Prioritize its content for mobile users. Product Landing specific Page microsites Google Confidential and Proprietary 44
  45. 45. Steps to a Fully Optimized Site Prepare Check out your site on your phone. Prioritize its content for mobile users. Product Fully Landing specific optimized Page microsites site Google Confidential and Proprietary 45
  46. 46. Steps to a Fully Optimized Site Prepare Check out your site on your phone. Prioritize its content for mobile users. Product Fully Landing specific optimized Page microsites site Optimize and iterate Google Confidential and Proprietary 46
  47. 47. Mobile Site Developers47
  48. 48. It’s not too late to be early.48 Google Confidential and Proprietary 48
  49. 49. Thank you.
  50. 50. Appendix 3rd party mobile preview tool: www.blaze.io/mobile Google’s page speed tool: http://pagespeed.googlelabs.com Google Mobile Ads: http://www.google.com/mobileads

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