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Why your mobile site matters more than you think !!

Pacific Northwest PHP 2016 Conference presentation on mobile websites

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Why your mobile site matters more than you think !!

  1. 1. Why your mobile site matters more than you think !! Presented By Robert McFrazier
  2. 2. Robert McFrazier @rmcfrazier
  3. 3. Mobile Website Audits
  4. 4. 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 “ ”
  5. 5. I’ll just use my desktop site as my mobile site, because they are the same. How important is a mobile website?
  6. 6. When was your website mobile moment?
  7. 7. 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
  8. 8. 150 177 amount of time we check our mobile phones a day minutes spent a day on our mobile phones
  9. 9. 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
  10. 10. 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.
  11. 11. How does context change intent in the moment? Location Content
  12. 12. 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
  13. 13. 67% of consumers have greater chances of converting in an optimized site for mobile devices. 52% of consumers say they are less likely to interact with a brand which is not optimized for mobile devices. 61% of consumers will leave for a competitor’s site if they cannot find what they are looking for. It is very important to create a good mobile experience. Source: "What users want most from mobile sites today" 47% of consumers expect sites to load in <2 seconds and will abandon if >3 seconds. Source: "How loading time affects your bottom line"
  14. 14. 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?
  15. 15. 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)"
  16. 16. While 4G adoption continues to increase, 2G and 3G networks are here to stay for a while.
  17. 17. 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"
  18. 18. How important is speed for a mobile site? Bandwidth Limitations Chrome Dev Tools Create a throttled network
  19. 19. 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(%)
  20. 20. 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
  21. 21. 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
  22. 22. https:// HTTPS is a ranking signal for Google’s SERP Protect users with HTTPS
  23. 23. 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)
  24. 24. Beginning Middle End Consumers engage with mobile at the... 41% 19% 61% ...of their shopping process
  25. 25. 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
  26. 26. The Future of the Mobile Web Source: a webcomic of romance, sarcasm, math, and language
  27. 27. what if speed was the #1 feature?
  28. 28. 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
  29. 29. Questions
  30. 30. Robert McFrazier Email: Blog: Twitter: @rmcfrazier Feedback: Thank You