From the Google Adwords Team: Building Mobile Sites | Best Practices

1. It’s more important than ever to get the mobile consumer experience right.
Drive Mobile Commerce
67%
Principles of Mobile Site Design
Multi-Screen Resources
57% 61%
of consumers are more
likely to convert on a
mobile optimized site*
of consumers say they are
less likely to engage with a
company if their site is not
mobile optimized*
of consumers will move
to another site if they
can’t find what they’re
looking for quickly*
Make site search visible and
ensure results are relevant.
Place your site search near the top of
your homepage via an open text field.
On April 21, we expanded our use of mobile-friendliness as a ranking signal for organic
search. This change affected mobile searches in all languages worldwide. The goal of this
update was to ensure users will get relevant, high quality search results that are optimized
for their devices. With more than 50 percent of all searches on Google taking place on mobile
phones, it’s more important than ever that sites be found on mobile.
Let users purchase as a guest.
Offer the option to check out as a
guest, and encourage registration
with tangible benefits.
Implement filters to improve
mobile search usability.
Offer filters to help users get what they
need from search, but make sure users
can’t filter a search to return.
Make it easy to finish converting
on another device.
Mobile visitors may be researching
to convert later, so offer a simple way
to resume their journey on another
device via social sharing, email or
save-to-cart functionality.
Multi-Screen Resources is a one-stop shop for all mobile resources. On this website, you can:
• Analyze and optimize your website with Page Speed tools.
• Get personalized recommendations for creating a more mobile-friendly experience.
• Find current mobile trends and mobile site best practices.
• Find a list of developers ready to help you build your mobile sites.
*Source: Google, Sterling Research and SmithGeiger, What Users Want Most From Mobile Sites Today, July 2012. The report surveyed
1,088 US adult smartphone Internet users.
See the full list of mobile site design principles at
google.com/think/multiscreen/whitepaper-sitedesign.html
For more information visit: google.co.uk/think/multiscreen/
Design efficient forms with
streamlined entry.
Minimize the number of fields in
your forms, and autofill information
wherever possible. Use clearly-labeled
progress bars to help users.

2. Drive Mobile Commerce
Zazzle Case Study
Zazzle is an online retailer that offers high quality
customized products. Zazzle’s mission is “To Enable
Every Custom, On-Demand Product in the World On
Our Platform.” zazzle.com
More case studies available at: google.co.uk/think/multiscreen/
Because Zazzle is an online
retailer, it was important
for us to develop a mobile
site to improve our mobile
user experience, enhance
our brand and increase
conversions.
Our conversion rate on
mobile has increased by
35% and we’ve seen a boost
in sales from mobile devices
of 186%
Robin Harris,
SEM manager
Zazzle, Inc.
Goals
• Take lead in retail m-commerce
• Increase mobile conversions
• Improve mobile user experience
• Get situated for the m-commerce future
Approach
• Integrated mobile into overall campaign strategy
• Developed mobile-friendly site
• Improve mobile user experience
• Deployed and continually tested Google Mobile ads campaigns
Results
• Increased conversions by 35%
• Grew sales from mobile by 186%
• Overall traffic coming from mobile grew by more than 100%
• Increased revenue driven by mobile ads by 296%

3. It’s more important than ever to get the mobile consumer experience right.
Drive Lead Generation on Mobile
67%
Principles of Mobile Site Design
Multi-Screen Resources
57% 61%
of consumers are more
likely to convert on a
mobile optimized site*
of consumers say they are
less likely to engage with a
company if their site is not
mobile optimized*
of consumers will move
to another site if they
can’t find what they’re
looking for quickly*
Keep calls-to-action front and center.
Feature your primary calls-to-action in your most
prominent site space.
Use click-to-call buttons for
complex tasks.
Offering a prominent click-to-call button can keep
users from dropping out of the funnel when they
need to provide complex information.
Design efficient forms with
streamlined entry.
Minimize the number of fields in your forms,
and autofill information wherever possible. Use
clearly-labeled progress bars to help users
Make it easy to finish converting on
another device.
Mobile visitors may be researching to convert later,
so offer a simple way to resume their journey on
another device via social sharing, email or save-to-
cart functionality
Multi-Screen Resources is a one-stop shop for all mobile resources. On this website, you can:
• Analyze and optimize your website with Page Speed tools.
• Get personalized recommendations for creating a more mobile-friendly experience.
• Find current mobile trends and mobile site best practices.
• Find a list of developers ready to help you build your mobile sites.
*Source: Google, Sterling Research and SmithGeiger, What Users Want Most From Mobile Sites Today, July 2012. The report surveyed
1,088 US adult smartphone Internet users.
See the full list of mobile site design principles at
google.com/think/multiscreen/whitepaper-sitedesign.html
For more information visit: google.co.uk/think/multiscreen/
Minimize form errors with labeling and
real-time validation.
Use clearly visible labels to let users know what you need,
and validate for errors in real time to let them know if
there’s a problem before they submit a form.
On April 21, we expanded our use of mobile-friendliness as a ranking signal for organic
search. This change affected mobile searches in all languages worldwide. The goal of this
update was to ensure users will get relevant, high quality search results that are optimized
for their devices. With more than 50 percent of all searches on Google taking place on mobile
phones, it’s more important than ever that sites be found on mobile.

4. Drive Lead Generation on Mobile
Autoglass Case Study
UK leader in windscreen repair and replacement,
based in Bedford. Autoglass repairs damage not
only through a network of local service centres, but
also offers nationwide coverage through a mobile
emergency service. autoglass.co.uk/
Autoglass is a forward
thinking advertiser and
have set themselves up
for success in the decade
of mobile
Ian Carrington,
Director of Performance,
NACE, Google
Overall, mobile bookings
are up 11% and clicks are
up by 53% year on year.
Mobile search is now the
first line on our media plan
and will continue to be our
main focus as the key driver
of bookings.
Paul Kasamias,
Search Director,
Starcom MediaVest Group
Goals
• Reach more customers on the go
• Increase leads through mobile devices
• Stand out in a competitive market
Approach
• Built a mobile-optimised site
• Implemented mobile search with click-to-call and click-to download ads
• Promoted app through ads on app in Google Display Network
Results
• Mobile bookings up by 11%
• 53% more clicks year on year
• 4,000 app downloads in 10 months
Google Play Store Mobile-optimised site
download
app
m-site
More case studies available at: google.co.uk/think/multiscreen/