Google Confidential and Proprietary
Steven Merckx -
Benelux Digital Performance Specialist
Maximizing Conversions for Mult...
Leadership	
  
Mobile	
  	
  
adop+on	
  	
  
	
  
Performance 2014
RLSA	
  	
  
adop+on	
  	
  
	
  
Conversion	
  
Track...
Google Confidential and Proprietary
Today… or was it yesterday?
Google Confidential and Proprietary
In 2013, smartphone sales overtook PC sales
for the first time
Source: Business Inside...
Google Confidential and Proprietary
Tomorrow
Google Confidential and Proprietary
AGENDA
Mobile Site showcase
The Multiscreen Consumer
Mobile & Multiscreen UX
Measuring...
Google Confidential and Proprietary
The Multi-Screen
Consumer
Google Confidential and Proprietary
Your audience
isn’t on one
screen anymore…
of people use their smartphones while
consu...
Google Confidential and Proprietary
…and they
love their
smartphones
1. Our Mobile Planet, Google, Feb 2013 / 2. Telecompa...
Google Confidential and Proprietary
Mobile sites have
a big impact
of customers who visit a mobile
unfriendly site are lik...
Google Confidential and Proprietary
Mobile customer satisfaction matters. Users who have a positive
experience on a mobile...
Google Confidential and Proprietary
Browsing
The internet
Social
Networking
Shopping
Online
Searching
for info
Managing
Fi...
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...
Multi-Screen &
Multi-Channel
Accommodating
experiences
What the Chill site does
well:
Focus on phone number instead of for...
Google Confidential and Proprietary
Measuring for success
Google Confidential and Proprietary
Tracking: In-app conversions
Advertiser decides on which in-app actions
offer useful s...
Google Confidential and Proprietary
Key takeaways
Mobile Site showcase
People move between screens to convert
UX should ac...
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Steven merckx - Conversion Day 2014

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Conversion Day 2014

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Steven merckx - Conversion Day 2014

  1. 1. Google Confidential and Proprietary Steven Merckx - Benelux Digital Performance Specialist Maximizing Conversions for Multiscreen Users
  2. 2. Leadership   Mobile     adop+on       Performance 2014 RLSA     adop+on       Conversion   Tracking  
  3. 3. Google Confidential and Proprietary Today… or was it yesterday?
  4. 4. Google Confidential and Proprietary In 2013, smartphone sales overtook PC sales for the first time Source: Business Insider/Gartner, IDC, Strategy Analytics, company filings
  5. 5. Google Confidential and Proprietary Tomorrow
  6. 6. Google Confidential and Proprietary AGENDA Mobile Site showcase The Multiscreen Consumer Mobile & Multiscreen UX Measuring for success
  7. 7. Google Confidential and Proprietary The Multi-Screen Consumer
  8. 8. Google Confidential and Proprietary 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%
  9. 9. Google Confidential and Proprietary …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
  10. 10. Google Confidential and Proprietary 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%
  11. 11. Google Confidential and Proprietary 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
  12. 12. Google Confidential and Proprietary 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”.
  13. 13. Google Confidential and Proprietary Mobile & Multiscreen UX
  14. 14. On-site Search Mobile Hygiene Accommodating Multi-Device & Multi Channel experiences 3 6 7 The ‘Mobile 7’ Framework
  15. 15. 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
  16. 16. 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
  17. 17. Google Confidential and Proprietary Measuring for success
  18. 18. 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.
  19. 19. Google Confidential and Proprietary Key takeaways Mobile Site showcase People move between screens to convert UX should accommodate multiscreen behaviour Measure & attribute multiscreen conversions

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