The document discusses optimizing websites for mobile users. It begins by outlining how mobile usage is growing rapidly and most users now expect mobile-optimized sites. It then provides best practices for mobile site design, such as keeping layouts simple, prioritizing important content, and leveraging unique mobile features. Finally, it outlines steps companies can take to fully optimize their sites, including creating mobile-friendly landing pages and microsites before optimizing the whole site based on iterative testing and user feedback.

1. Are you Mobile Ready?
Optimize your site for mobile users
Elliott Nix, Senior Mobile Account Executive
Shiv Kumar, Mobile Specialist
May 3, 2011

2. Elliott Nix Shiv Kumar
Senior Mobile Account Executive Mobile Specialist

3. #GoogleMobileSites

4. Agenda
ONE: Mobile Readiness, The State of the Field
TWO: Why Mobile Optimization Matters
THREE: Cross-Industry Best Practices
FOUR: Next Steps to a Fully Optimized Site

5. Mobile Readiness
The State of the Field
Google Confidential and Proprietary 5

6. “
Mobile is ramping up
faster than any other
technology we have
”
seen in the past.
Mary Meeker
Kleiner Perkins
Google Confidential and Proprietary 6

7. 3x more smartphones
are being activated
every minute around
the world than there
are babies being born.
Google Confidential and Proprietary

8. Smartphones Have Gone Mainstream
By the end of 2011
over half
of Americans will have
a smartphone.
Source: Nielsen March 2010, Morgan Stanley 2010 Google Confidential and Proprietary 8

9. The Mobile Web is Exploding
120
US Mobile Queries (Indexed)
4x Growth
100
80 in past year
60
40
20
0
2007 2008 2009 2010 2011
Source: Internal Google Data 2010 Google Confidential and Proprietary 9

10. Restaurants
29.6% of queries are mobile
1/11 5/11 9/11 1/12 5/12 9/12 1/13 5/13 9/13 1/14 5/14 9/14 1/15
Source: Internal Google Data 2011 Google Confidential and Proprietary 10

11. Consumer Electronics
15.5%
29.6% of queries are mobile
of queries are Mobile
1/11 5/11 9/11 1/12 5/12 9/12 1/13 5/13 9/13 1/14 5/14 9/14 1/15
Source: Internal Google Data 2011 Google Confidential and Proprietary 11

12. Finance and Insurance
15.4% of queries are mobile
1/10 7/10 1/11 7/11 1/12 7/12 1/13 5/13 1/14 7/14 1/15
Source: Internal Google Data 2011 Google Confidential and Proprietary 12

13. 79%
of large online advertisers
do not have
a mobile optimized site.
Source: Internal Google Data 2010 Google Confidential and Proprietary 13

14. Why Mobile
Optimization Matters
Google Confidential and Proprietary

15. Transform your desktop site for the mobile platform
Google Confidential and Proprietary 15

16. Users Prefer Mobile Sites Over Apps
Percentage of US mobile device users that prefer
mobile browser to apps by function:
79% Product reviews
58% Prefer mobile sites to apps for video
81% Researching prices
64% Checking in-store features (location,
maps, etc)
Source: eMarketer, “Mobile Users Prefer Browers over Apps.” October 27, 2010. Study by Adobe Systems Incorporated, “Adobe Mobile Google Confidential and Proprietary 16
Experience Survey: What Users Want from Media, Finance, Travel, and Shopping” conducted by Keynote Systems, Oct. 13, 2010.

17. Mobile Users Have High Expectations
58% of mobile phone users expect mobile sites to load
as quickly, or faster than desktop sites.
Mobile users value speed
www.nytimes.com Google mobile.nytimes.com Google
38% of users are willing
Ad Slot to wait 30 seconds or
less to complete a simple
transaction.
Source: Compuware, “Why the Mobile Web is Disappointing End-users.” March 2011 Google Confidential and Proprietary 17

18. Mobile Users Hold Grudges
…and Move on if They Aren’t Satisfied
Mobile users expect quick and consistent
transactions anytime
Of users are unlikely to return to a mobile
61% site that they have had trouble accessing
from their phone.
40% Said they’d visit a competitor’s mobile
website instead.
19% Of people would have a negative overall
perception of the company if they are
dissatisfied with the performance of the
mobile site.
Source: Compuware, “Why the Mobile Web is Disappointing End-users.” March 2011 Google Confidential and Proprietary 18

19. Mobile Sites Have Higher Success Rates
Research has shown that web retailers could increase consumer
engagement by 85% with a mobile-specific website.
5
e
1% e more
rs ar e from
sum rchas
o f con to pu t have ites.
li kely ilers tha webs
reta pecific
s
mo bile-
Source: PRWeb, “51% of Counsumers are more likely to shop at retailers who have websites designed for devices like the iPhone.” Google Confidential and Proprietary 19
November 16 2010. Research by Brand Anywhere and Luth Research, “Supply and Demand of the Mobile Web” November 2010

20. Cross Industry Best
Practices
Google Confidential and Proprietary

21. Mobile Landing Page Best Practices
1. Keep The Layout Simple ›
2. Design For Thumbs, Not Mice ›
3. Prioritize Content ›
4. Use Uniquely Mobile Features ›
5. Make It Easy To Convert ›
Google Confidential and Proprietary 21

22. Keep The Layout Simple ›
Google Confidential and Proprietary

23. Make content viewable at arms length
Google Confidential and Proprietary 23

24. Keep rich media and content succinct
Google Confidential and Proprietary 24

25. Make search easy
Google Confidential and Proprietary 25

26. Design for Thumbs, Not Mice ›
Google Confidential and Proprietary

27. Design to prevent accidental clicks
Google Confidential and Proprietary 27

28. Build for scrolling only in one direction
Google Confidential and Proprietary 28

29. Prioritize Content ›
Google Confidential and Proprietary

30. Select valuable content for users on the go
Google Confidential and Proprietary 30

31. Provide an action-oriented experience
Google Confidential and Proprietary 31

32. Make site navigation, and load times fast
Google Confidential and Proprietary 32

33. Use Uniquely Mobile Features ›
Google Confidential and Proprietary

34. Display content based on a user’s location
Google Confidential and Proprietary 34

35. Build for a mobile-to-store experience
Google Confidential and Proprietary 35

36. Leverage other phone functions
Google Confidential and Proprietary 36

37. Make It Easy To Convert ›
Google Confidential and Proprietary

38. Shorten the conversion process
Google Confidential and Proprietary 38

39. Click-to-call: Connect with your customers
Google Confidential and Proprietary 39

40. Mobile Landing Page Best Practices
1. Keep The Layout Simple ›
2. Design For Thumbs, Not Mice ›
3. Prioritize Content ›
4. Use Uniquely Mobile Features ›
5. Make It Easy To Convert ›
Google Confidential and Proprietary 40

41. Next steps to a
Fully Optimized Site
Google Confidential and Proprietary

42. Steps to a Fully Optimized Site
Prepare
Check out your site on your phone.
Prioritize its content for mobile users.
Google Confidential and Proprietary 42

43. Steps to a Fully Optimized Site
Prepare
Check out your site on your phone.
Prioritize its content for mobile users.
Landing
Page
Google Confidential and Proprietary 43

44. Steps to a Fully Optimized Site
Prepare
Check out your site on your phone.
Prioritize its content for mobile users.
Product
Landing specific
Page microsites
Google Confidential and Proprietary 44

45. Steps to a Fully Optimized Site
Prepare
Check out your site on your phone.
Prioritize its content for mobile users.
Product Fully
Landing specific optimized
Page microsites site
Google Confidential and Proprietary 45

46. Steps to a Fully Optimized Site
Prepare
Check out your site on your phone.
Prioritize its content for mobile users.
Product Fully
Landing specific optimized
Page microsites site
Optimize and
iterate
Google Confidential and Proprietary 46

47. Mobile Site Developers
47

48. It’s not too
late
to be
early.
48 Google Confidential and Proprietary 48

49. Thank you.

50. Appendix
3rd party mobile preview tool: www.blaze.io/mobile
Google’s page speed tool: http://pagespeed.googlelabs.com
Google Mobile Ads: http://www.google.com/mobileads