A digital marketing workshop geared toward small businesses and hosted by Google and Search Influence. Join Will Scott (CEO, Search Influence), Gabrielle Benedetto (Partner Relations, Search Influence) and Ann Payne (Agency Development, Google) as they discuss the most impactful ways to leverage digital marketing for your business.

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landscape ideas with bricks
landscape ideas with hydrangeas
landscape ideas with pool
landscape ideas with railroad ties
landscape ideas for
backyard with dogs
landscape ideas to hide electric box
landscape ideas near deck
landscape ideas for privacy

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18. Local Industry

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2-6%

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The Customer-Centric
Search Experience
ANN PAYNE
Agency Development
Manager

60. Every 8 minutes,
a small business
in the United
States closes its
doors for good.

61. “The consequences of a customer-led,
digital-centric market are becoming
clearer and starker.”
- Forrester Research’s
2017 Predictions

62. “...bouncing from one site to another on a whim”

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Would you wait in this line?

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Source: The stress of streaming delays, Ericsson Consumer Lab, Neurons Inc., February 2016
Users associate mobile load time with stressful situations
The level of
stress caused by
mobile delays
compares to
watching a horror
movie
Waiting in
line at retail
store
Watching a
melodramatic
TV show
Standing at
the edge of a
virtual cliff
Watching a
horror movie
Experiencing
mobile delays
Solving a math
problem

67. Source: www.webpagetest.org
How fast is your site?
SLOW
virginamerica.com extraspace.com bankofamerica.com
3.6s
bloomingdales.com
10.9s 10.9s 7.6s

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dissatisfied visitors
will never return to a
website where
problems have
occurred
53%
of visitors
abandon a site if
it takes >3 sec
to load

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Mobile pages with 1 second shorter load times achieve
up to 27% higher conversion rates
Source: Case study: Mobile pages that are 1 second faster experience up to 27% increase in conversion rate, SOASTA, September 2015
Pages with load times under 2.4
seconds and lower conversion rates
are most likely 404/error pages.
180,000
160,000
140,000
120,000
100,000
80,000
60,000
40,000
20,000
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 (in seconds)
Sessions
Sessions Conversion rate (%)
Conversion rate 1.9 %
Conversion rate 1.5 %

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2.2s
When Mozilla decreased load time by
2.2 seconds, Firefox download figures
rose by 15.4 percent, or 10 million per
year!
Walmart saw 2 percent increase in
conversion rates for every 1 second
improvement in page load times.
Mozilla and Walmart experienced success by improving
mSite page speed
Source: A beginner’s guide to website speed optimization, Kinsta, January 2017

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Remember:
Customers are empowered
Expectations for relevance and a frictionless experience have never been higher
Speed is the most underrated element of user experience
Mobile pages with 1 second shorter load time achieve up to 27% higher
conversion rates

73. thank you

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Graveyard

75. 75
Requests Counted
1.0 MB
Page Weight
5000 ms
Load Time
You can’t fix what you can’t measure. Targets to aspire for:
Metrics That Matter
TARGET
Prioritize toward improving your mobile site with these target KPIs:
● Request counts are good for most customers. Simplified page layout and design helps keep
requests under 100 -- try to get under 75 if possible.
● Page weight is far above 1.0 MB for most customers. Large image sizes is the biggest
culprit.
● Prioritize content on landing page to load important elements (brand, value proposition,
calls to action). Use chrome analytics extension to see highest engagement elements.
● Aim for a MOBILE LOAD TIME (Speed Index) under 5s on a Mobile 3G
connection
PRO TIP: Take a picture of this slide and give this to your developer team.

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A New Way of Searching

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Who is using it?
By age

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When and why are they using it?

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Keywords are getting longer

80. pizza

81. have a pepperoni pizza delivered

82. People, when it matters.