Mobile Sites. Why They Matter + How to Optimize. Google is moving to a mobile-first index and here are some things we know Google looks for when determining a website's PageRank or where your website will fall on the Search Engine's Page.

1. MOBILE SITES
Why They Matter + How to Optimize

2. MOBILE FIRST INDEXING

4. SEARCH =
MAJORITY MOBILE

6. USER EXPECTATIONS (UX)
• 47% of online customers expect page load times of less than 2 seconds before leaving
• 40% of mobile users will give up after 3 seconds - that is faster than an analytics tool can even calculate
that they were there
• 75% of people will abandon a mobile website if it takes any longer than 5 seconds to load
• Every 1 second delay in page load decreases customer conversion rates by 7%
• 88% of online customers choose retailers who deliver high-performance and user-friendly website
experiences
• 79% of dissatisfied customers no longer revisit underperforming websites
• 46% of dissatisfied customers develop a lasting negative impression &
• 44% will share their terrible, no-good experience with the world in a bad online review
• 60% of consumers use mobile devices exclusively to make quick purchasing decisions
Anne Ferrell Tata | anneferrelltata.com

7. Small Changes =
Big Difference
There have been tests that prove simply changing the color or
wording in a CTA (Call-To-Action) button, can increase
conversion rates by as much as
200%

8. MOBILE IS GOAL ORIENTED
They are searching on demand, in a micro-moment, they expect to be able
to easily and quickly acquire what they are searching for on their own terms
Micro-moment:
occur when people reflexively turn to a device—increasingly a smartphone—to act on a need
to learn something, do something, discover something, watch something, or buy something.

9. We don’t make sense,
but we do make sense
• How many people take the longer, potentially slower route home to
avoid sitting in traffic? Yes, it may not be much, if at all, faster, but
at least you “feel like you’re moving”
• In very much the same way, consumers would rather spend a longer
amount of time browsing for their product or answer than waiting
on a slow site

10. Want to hear a fun case study?
In 2011, Obama’s fundraising website, Obama for America, decided to
trust the stats and shrunk their page load time from 5 seconds to 2
seconds. The result was an additional $34 million (a 14% increase) in
donations because of 3 seconds of website performance improvement

11. WHY IT IS IMPORTANT TO YOU
• Capitalizes on traffic you already have - not spending
money for NEW customers, just doing a better job of
converting current traffic
• Optimization increases the return on your current
investment (i.e. a website or paid online advertising)
• Converting a higher percentage of current visitors is much
more cost effective than trying to attract new ones
• When you have a higher conversion rate of customers,
you have more profits to spend in other advertising outlets

12. Mobile Optimization
…an Open Book Exam

13. 1.
Feature Primary Call-to-
Actions in the most
Prominent Site Space
Homepage +
Site Navigation

14. 2.
A Shorter Menu w
Distinct Categories is
Easier for Mobile Users
to Navigate
Homepage +
Site Navigation

15. 3.
Use the Logo as a
Navigation Button to
Return to the Homepage
Homepage +
Site Navigation

16. 4.
Make sure promotions
do not interfere with
navigation and are
clearly distinct from call-
to-action buttons
Homepage +
Site Navigation

17. 1.
Position Site Search
near the top of your
Homepage via an Open
Text field
Site Search

18. 2.
Make sure Site Search
returns the strongest
results first, and
implement smart search
features like auto-
complete and spelling
corrections
Site Search

19. 3.
Offer Filters so Users get
what they need out of
search, but make sure
users can’t filter where
their return is zero
results
Site Search

20. 4.
If your offerings can be
easily narrowed by
segment, asking a few
questions up front helps
ensure visitors see
relevant results
Site Search

21. 1.
Allow visitors to use
your site without
registering for an
account
Commerce +
Conversions

22. 2.
Offer the option to
checkout as a guest,
and encourage
registration with tangible
benefits
Commerce +
Conversions

23. 3.
Take advantage of
information you already
have or use third party
payment services to
make conversion as
easy as possible
Commerce +
Conversions

24. 4.
Offering a prominent
click-to-call button can
keep users from
dropping out of the
funnel when they need
to provide complex
information
Commerce +
Conversions

25. 5.
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
Commerce +
Conversions

26. 1.
Your site is easiest to
use if all pages are
optimized for Mobile
Usability +
Form Factor
Optimize your Entire Site for Mobile

27. 2.
Visitors can miss call-to-
actions if they have to
zoom in on a site.
Design your site so that
they never need to.
Usability +
Form Factor

28. 3.
Include high-quality
close ups of key images,
like product photos
Usability +
Form Factor

29. 4.
Communicate to users if
your site works best in a
certain orientation, BUT
ensure your important
calls-to-action can be
completed regardless of
orientation
Usability +
Form Factor

30. 5.
Ensure your calls-to-
action stay in the same
browser window, and
add functionality to your
site that addresses why
consumers might switch
windows
Usability +
Form Factor

31. 6.
Make it easy to switch
between both site
experiences but use
words like “desktop”
instead of “full” to be
clear both sites offer a
full experience
Usability +
Form Factor

32. 7.
Always make it clear
why you need a user’s
location, and how the
information will influence
his or her experience
Usability +
Form Factor

33. I’d like
Cliff’s Notes please.

34. GOOGLE ANALYTICS:
WHAT TO LOOK FOR
• Prioritize landing pages for UX improvements
• Check the Device Usage
• Understand if users’ experience differs on different
browsers or screen resolutions
• Evaluate site search usage
• Identify leaks in the site experience by analyzing shopping
behavior

35. TEST MY SITE
• Use Test My Site by Think with
Google
• Testmysite.thinkwithgoogle.com

36. UNDERSTAND LOW BANDWIDTH
AND HIGH LATENCY
• Know what your site feels like when connectivity is low or
unreliable
• Many people are abandoning fixed broadband for mobile

37. webpagetest.org
• Online service that enables a
set of performance tests to be
runoff your site using a
variety of networks and host
locations
• I.E. you can try out your site
from a server in India on a
2G network or over cable in
a US city

38. OTHER WAYS TO
TEST YOUR SITE
• https://gtmetrix.com/
• https://www.pingdom.com/

39. GO TO YOUR SITE AND
COMPLETE A CONVERSION
• The best way to understand what your users are experiencing is to
experience your site first-hand, often.
• Helps identify bugs and awkward portions along the conversion
path

40. AN AND ONE MARKETING PRESENTATION
ABOUT AND ONE MARKETING
AND ONE Marketing Group is a small, women
owned Digital Marketing and PR Company. We
create customized, integrated digital marketing
strategies for companies that increase brand
awareness. We are owned and operated by natives
of the Hampton Roads area and focus on developing
relationships and partnerships with local businesses
and organizations. We are committed to exceeding
clients’ expectations with clear communication and
transparency, one-on-one interactions and
consistently delivering.
It’s your team AND ONE, so you never have to worry
about online marketing again.
2017
Hampton Roads
Top Business to Watch
It’s Your Team...AND ONE
Peyton Tata
Renée Fackler
www.AndOneMarketing.biz
CAGE CODE: 7RL87 | DUNS: 080344044
SWaM: 723676 | WBENC NATIONAL: WBE1700833

41. STAY
SOCIAL
WWW.ANDONEMARKETING.BIZ | 757.986.0101
@andonemarketing
@andonemarketing
AND ONE Marketing
@andonemarketing
andonemarketing.biz/blog
info@andonemarketing.biz
@andonemarketing
For more stories like these and other
Tips & Tricks, check out our blog and
make sure to subscribe to our
newsletter!