Being Successful on Mobile

Being Successful on
Mobile
Raja Saggi
Head of B2B Marketing, Google

Agenda
● Think Mobile!
● Getting a Mobile Presence
● Design Principles
● Getting Found

83%
of UK consumers aged 35-44 have a smartphone
UK average is 74%
Source: Mintel Digital Trends (Winter) - UK - December 2014

Average number of devices per household
Source: YouGov survey of 2090 adults in March 2015
7.4

of UK consumers
look at their
smartphones
within five
minutes of
waking
Source: Deloitte Mobile UK 2014 - http://www.deloitte.co.uk/mobileuk/
Image source: http://farm6.staticflickr.com/5041/5305466633_756193f8ba_o.jpg
30 %

To realize the true value of
mobile, you need to live,
breathe and think it

Learn more at: developers.google.com
Responsive
aka RWD
Adaptive
aka AWD or Dynamic
Separate
aka m.dot
+ Highly differentiated and optimal experience
based on screen size, device and OS; usually
faster load times than RWD (server-side)
- Additional dev resources and budgets
required for maintenance due to multiple
codebases
+ Useful if you have a distinct mobile-
only experience vs. desktop; typically
faster load times vs RWD
- Two separate properties to maintain
and update; difficult to provide a custom
experience for tablets and phones;
limited functionality
+ One codebase/canonical URL;
generally easier to maintain and more
cost effective; automatically repositions
elements based on device (client-side)
- Usually slower load times vs separate;
same experience across devices means
limited opportunity to cater UX to
different user needs
Options for bespoke mobile sites

Apps dominate time, but sites capture bulk of
transactions
66%
SITES
6%
APPS
28%
SITES &
APPS
PRIMARY CHANNEL FOR
COMMERCIAL TASKS
90%
10%
TIME
SPENT
ON SITES
TIME
SPENT
ON APPS
10%
35%
GAMING
& ENT.
34%
OTHER
31%
SOCIAL
USER TIME SPENT
ON MOBILE DEVICES
Sources: Time spent stats:http://yahoodevelopers.tumblr.com/post/127636051988/seven-years-into-the-mobile-revolution-content-is;
Commercial task stats: Google/Ipsos Multiscreen Industry Study of 29k smartphone users across 9 industries (to be published).

Mobile Apps, Sites or Both?
APPS FIRST
E.g. Uber, Hotel
WHO: APP-CENTRIC MODELS
SITES FIRST
WHO: MOST COMPANIES
SITES + APPS
WHO: COMPANIES WHO HAVE NAILED THEIR SITE...
Intended for high
frequency use (e.g. daily)
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

“It isn't just about choosing native apps or
choosing the mobile web — it's also about
looking at who your customers are and what
devices and platforms they use”

Future Investment Case: Site vs Apps
Tracking mSites
How many
are new?
How many
visitors are
recurring?
Where are
customers
coming
from?
How many
made a
purchase?
Did visitors stay
or bounce after
visiting your
mobile site?
How many
visitors are
loyal
customers
vs. new?
How many
customers
who viewed
the Play
store listing
downloaded
the app?
How many
visitors
made a
purchase or
took action
within the
app?
+
What is the
frequency of
your users
(daily,
monthly, etc)?
Tracking Apps

Future investment: Site vs Apps
MONTHLY APP VISITORS &
CONVERSION RATE
AVG. REVENUE PER
CONVERSION
X, Y%
X
BEST AND MOST LOYAL
CUSTOMERS
ONE TIME PURCHASERS
CASUAL SHOPPERS
APP DRIVEN
MONTHLY REVENUE=
MONTHLY mSITE VISITORS &
CONVERSION RATE
AVG. REVENUE PER
CONVERSION
X, Y%
X
mSITE DRIVEN
MONTHLY REVENUE=
CONVERSION RATE
AVG. REVENUE PER
CONVERSION
X, Y%
X
APP DRIVEN
MONTHLY REVENUE=
CONVERSION RATE
AVG. REVENUE PER
CONVERSION
X, Y%
X
mSITE DRIVEN
MONTHLY REVENUE=
CONVERSION RATE
AVG. REVENUE PER
CONVERSION
X, Y%
X
APP DRIVEN
MONTHLY REVENUE=
CONVERSION RATE
AVG. REVENUE PER
CONVERSION
X, Y%
X
mSITE DRIVEN
MONTHLY REVENUE=
APPOPPORTUNITYmSITEOPPORTUNITY
*Consider not only last click attribution, but look at cross-device conversions and offline conversions as well.

Future investment: Site vs Apps
MOST OF MY MOBILE
REVENUE COMES FROM
mSITE TRAFFIC
Generally marketing towards new
customers
STEP 2. Now focus on your loyal & engaged customers
● What are the marketing objectives you have for your loyal customers?
● Do you need an app or should you build out your mobile site to accomplish
the same tasks
MOST OF MY MOBILE
REVENUE COMES FROM APPS
Generally marketing towards loyalty or
repeat customers
STEP 1. Focus on optimizing your in-app experience
● Is your app intended for daily use and does it provide a utility to the user?
● Identify unique app-only actions and ensure mobile web messaging reflects
these use cases (eg: Entertainment, media, or gaming)
● Reflect on your mobile traffic - is current traffic usage a result of a poor UX?
STEP 2. Create a mobile site to complement your native app
● Deliver a mobile site experience with rich functionality for users who prefer
to “try before they buy”
● Politely encourage users to download
STEP 1. Focus on optimizing your store’s front door
● Fully optimize your mobile user experience
● Ensure a functional call to action is seamless (eg: mCommerce, Lead Form,
cross-device interactions)

Proprietary & Confidential
Design Principles
To View all 25 Design
Principles: Google ‘Principles of
Mobile Site Design’
Ensure Site Search is present
on every page
Clear Calls to Action Keep form fields to the absolute
minimum
Homepage navigation should
be clear and mobile-friendly
Menus Short and Sweet
Getting started tips:
Constantly analyze and optimize
your mobile site

Google Confidential and Proprietary
Speed is of the essence
40%
abandon if a
site takes >3 sec
to load
47%
expect a page
to load in <2 sec
52%
say fast load time
is important to
brand loyalty
Google Confidential and Proprietary
Source: Kissmetrics

1. Ask to see your developer’s portfolio
2. Do they understand your mobile customers?
3. Make a commitment to speed
4. Have your developer install web analytics
5. Aware of Google’s Webmaster Guidelines
6. Improving your website after initial launch
Guidelines when working with a developer
Proprietary & Confi
Google’s PageSpeed Insights
Learn more at developers.google.com

Helpful Videos
Luke Wroblewski - Mobile Design Essentials Parts 1 & 2 -
Conversions@Google 2015

Mobile search is different from desktop
● Focus on Left
● More scrolling
● No ‘below the fold’;
view entire site
● Ads at top of the
page and end are
noticed

08:00 am
I want to know
Weather in London today
12:00 Pm
I want to find
nearest mini dealer05:00 Pm
I want to buy
55inh samsung tv
08:00 Pm
I want to watch
shark documentary
Making every
moment count

There are many ad formats for mobile
Calls In-StoreOnline
conversions
Cart (1)
DisplayMaps

and new vertical ad formats ...

Promoting your app on your site
DO PROMOTE THE UNIQUE CAPABILITIES THAT DIFFERENTIATE
YOUR APP FROM YOUR SITE
DO PROMOTE YOUR APP AT THE RIGHT TIME AND PLACE
DON’T HIJACK YOUR OWN SITE! USERS PREFER EASILY DISMISSIBLE
BANNERS RATHER THAN LARGE INTERSTITIALS.*
DON’T UNDERMINE USERS’ TRUST AND CONVERSION FLOW BY
PROMOTING TOO AGGRESSIVELY OR FORCING AN INSTALL.
User preference for easily dismissible promotions: http://www.google.com/think/multiscreen/whitepaper-sitedesign.html
✓ SMALL PROMOTION BANNER
✓ EASILY DISMISSIBLE
✓ SPECIFIC ABOUT FUNCTIONALITY

Universal app campaigns are a one-stop-shop to reach
the right users to install your app while they...
Search
on Google.com
Watch
on YouTube
Engage
with Apps
Surf
the Web
Discover
on Play

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