Mobile websites are increasingly important as more searches occur on mobile devices. Users expect mobile websites to load quickly, be easy to use, and allow them to continue tasks seamlessly across devices. Google has emphasized the importance of mobile-friendly and fast websites, and will rank these sites higher in mobile search results. New technologies like Accelerated Mobile Pages (AMP) and Progressive Web Apps (PWA) allow sites to load nearly instantly and have app-like capabilities while still being based on web technologies.

1. Mobile Websites are More
Important than You Think
Presented By
Robert McFrazier

2. Robert McFrazier
@rmcfrazier
http://blog.robert.mcfrazier.com

3. ● How important is a mobile website?
● What are user expectations for mobile
websites?
● Commerce and the mobile web
● How important is speed for a mobile
website?
● AMP highlights
● PWA highlights

4. Mobile Website Audits

5. How important is a mobile website?
...more Google searches take
place on mobile devices than on
computers in 10 countries
including the US and Japan.
Jerry Dischler, Vice President, Product Management, AdWords
“
”

7. I’ll just use my desktop site as my mobile site,
because they are the same.
How important is a mobile website?

8. When was your website mobile moment?

9. Most of the growth in digital from
here on out will be from mobile
TV Radio Print Digital Other
2011
2015
D+L
M
0:00
1:00
2:00
3:00
4:00
5:00
6:00
150x
per day
D+L
M
3:00

10. 150 177
amount of time we check our mobile phones a day minutes spent a day on our mobile phones

11. Web Videos Images Shopping News More Search tools
mi·cro-mo·ment
/ˈmīkrō/ /ˈmōmənt/
noun; plural noun: micro-moments
1. A moment when we act on a need – a need to learn something,
do something, discover something or buy something.
2. An intent-rich moment when decisions are being made
or preferences being shaped.
About 44,800,000 results (0.37 seconds)
define: micro-moment

12. thin slices of a day
We are all trying to get more done, get things off of
our plate, and take advantage of thin slices of time
throughout the day. This is a fundamental shift in
consumer mentality behavior.

13. “Getting mobile right” means giving
your consumers what they expect…
Effortless
Consumers want to get started
researching, comparing and
selecting products with ease
Effective
When possible they want to
get things done on phones
with frictionless experiences
Seamless
No matter the device, they
want to pick up where they left
off without missing a beat
Ubiquitous
The experience should
come to consumers,
wherever they are

14. Mobile has changed how we act and react in life
Immediacy
of action
Acting on any stimulus,
whenever we’re
motivated to
High
expectations
for relevance and for
frictionless
experiences
Unscripted
decisions
People are more loyal to
the need in the moment
vs. a brand

15. How does context change intent in the moment?
Location Content

16. How important is a mobile website?
Where to begin – app, site or both simultaneously
APPS FIRST
E.g. Uber, Hotel Tonight
WHO: APP-CENTRIC MODELS
SITES FIRST
WHO: MOST COMPANIES
SITES + APPS
WHO: COMPANIES WHO HAVE NAILED THEIR SITE...
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
Intended for high
frequency use (e.g. daily)

17. The initial experience with your brand will likely
be from your mobile website.

18. Beginning
Middle
End
Consumers engage with mobile at the...
41%
19%
61%
...of their shopping process

19. Use mobile to start
75%
90%
Sources: NinthDecimal,
SessionM, Internet Retailer/Forrester
Use mobile in-store Use mobile to buy
(% of ecommerce on mobile)
FCST 2020
50%
30%
The mobile shopper

20. Without utility in the moment, not only will consumers
move on, they actually might not ever come back
of consumers say that regularly
getting useful information from an
advertiser is the most important
attribute when selecting a brand
73%
of smartphone users have
bought from a brand other than
their intended one because the
information provided was useful
51%
of smartphone users say they're
more likely to buy from companies
who customize mobile information
to their location
61%

21. Your mobile website is a digital influencer.

22. Google Poll:
“what do you dislike the most when browsing the web on your mobile device?”
Encountering unplayable videos
Getting redirected to the homepage
Waiting for slow pages to load
Being shown interstitials
Other
14%
13%
46%
16%
11%
Source: "Google Webmaster Central Blog: “#MobileMadness: a campaign to help you go mobile-friendly” (posted: Monday, April 27, 2015)"

23. Will abandon a site
that takes >3 seconds
to load
40%
Expect a page to
load in <2 seconds
47%
Say fast load time
speed is important
to site loyalty
52%
Slow and steady doesn’t win the race
What are user expectations for mobile sites?

24. How fast is fast enough.

25. Mobile pages should render in < 1s
3Gnetwork
connection
600ms to 1s
is consumed by mandatory 3G network
overhead which can’t be avoided
(average 750 Kbps to 1 Mbps)
Source: "The Search Agency, Optimization Strategies for the Mobile Web"

26. While 4G adoption continues
to increase, 2G and 3G
networks are here to stay for
a while.

27. How important is speed for a mobile site?
Throttle Bandwidth
Chrome Dev Tools Create a throttled network

28. Mobile pages that load 1s faster see up to +27% CvR
180,000
160,000
140,000
120,000
100,000
80,000
60,000
40,000
20,000
0
1.7
1.6
1.4
1.2
1.0
0.8
0.6
0.4
0.2
0.0
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 (seconds)
Conversionrate(%)
Sessions Conversion rate (%) Bounce rate (%)
1.9% conversion rate
1.5% conversion rate
Note: Some of pages with
load times faster than 2.4
seconds experienced lower
conversion rates.
Those numbers may be
influenced by faster
response/page load times for
404s and other errors.
Source: "Mobile performance conversion rate"
12.8% bounce rate
20% bounce rate
58
51
45
39
32
26
19
13
6
0
Bouncerate(%)

29. Public Service Announcement

30. Wednesday, March 16, 2016
… we’re announcing that beginning in May, we’ll start
rolling out an update to mobile search results that
increases the effect of the ranking signal
to help our users find even more pages that are relevant
and mobile-friendly.
“
Continuing to make the web more friendly

31. Tuesday, August 23, 2016
To improve the mobile search
experience, after January 10, 2017,
pages where content is not easily
accessible to a user on the
transition from the mobile search
results may not rank as highly.
“
Continuing to make the web more friendly
Examples of interstitials that make
content less accessible

32. https://
HTTPS is a ranking
signal for Google’s SERP
Protect users with HTTPS

33. Mobile friendliness is not JUST a
responsive/adaptive design.

34. The Future of the Mobile Web
Source: xkcd.com a webcomic of romance, sarcasm, math, and language

35. what if speed was the #1 feature?

36. AMP is pretty fast
0.7sec
Load Time
for AMP
22.0sec
Load Time
for Non-AMP

37. AMP’s Speed sources
AMP-HTML Format & Runtime
Pre-rendering
Caching

38. Progressive Web Apps
PWAs
Provides an app-like user experience
that is low friction and is built using
modern web capabilities
& enabled through Service Worker

39. Push notifications on the web?
System level notifications, like apps
Ask to notify users with specific information
Can send notifications even page closed

40. Speedy Content Delivery
Load your site quickly and experience offline mode
Re-Engagement
Send push notifications to mobile web users
Frictionless Installability
Engage with users without having them go through
an installation process
Trusted Access
Protect consumers and provide safety
Offline Access
Secured
Connection
Add to
Homescreen
Provide an app-like user experience that is low friction and is built using
modern web capabilities.
Future: Native App-like Web Apps

41. Questions

42. Robert McFrazier
Email: robert@mcfrazier.com
Blog: http://blog.robert.mcfrazier.com
Twitter: @rmcfrazier
Thank You