Business Show slides

1. Build for Mobile

2. Confidential + Proprietary
testmysite.withgoogle.com

3. Proprietary + Confidential
The “Mobile Doom Loop”
Challenge
measuring /
proving
mobile ROI
Mobile under
performance
Inability
to
build
business
case
Mobile not a priority –
under investment
in media spend / UX
Poor
customer
mobile
experience
"Mobile traffic only
makes up 8% of total,
1% of conversion"
"Difficulty measuring mobile – it’s
used early in funnel and our average
sales cycle is 6-8 months, can be 18
months"
"Don't have the
data or historical
performance to
build the business
case for mobile
investment"
"Mobile experience is terrible –
need a new mobile site, short
videos, readable white papers,
info-graphics, streamlined
landing pages, ..."
"Difficulty convincing senior
execs to invest in mobile, given
it's only 8% of traffic and can't
show ROI"
Source: Google / BCG B2B Mobile Marketer Interviews, Feb 2017

4. Proprietary + ConfidentialThink with Google - Mobile

5. Proprietary + Confidential
40%
abandon if a
site takes >3 sec
to load
47%
expect a page
to load in <2 sec
52%
say fast load time
is important to
brand loyalty
1: Speed is of the essence

6. Confidential + Proprietary
Think with Google - Speed Scorecard

7. Confidential + Proprietary
Think with Google - Speed Scorecard

8. Confidential + Proprietary
2. Mobile optimized site design
Ensure Site Search is present
on every page
Clear Calls to Action Keep form fields to the absolute
minimum
Homepage navigation should
be clear and mobile-friendly
Menus Short and Sweet Constantly analyze and optimize
your mobile site
Search ‘Principles of Mobile Site Design’

9. Proprietary + Confidential
Value proposition
★ Add value/resolve anxiety from
the start.
★ Not a slogan nor a positioning
statement.
★ Specific, customer-oriented,
with a clear benefit and answer
to the question “Why you?”
theaa.com

10. Proprietary + ConfidentialTry using benefit oriented value
propositions
Example
People tend to care
less about features
than they do about
benefits.

11. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Proprietary + Confidential
source: https://goodui.org/#24
Value Prop: Try Selling Benefits instead of features
People tend to care less about features than they do about benefits.
RESEARCH

12. Proprietary + Confidential
Value proposition: Prioritize
and be selective on mobile
On desktop, you have space to
display 3 to 4 value
propositions. On mobile, you
have space to display 1 or 2
value propositions in the above
the fold area.
EXAM
PLE
Example - Desktop Site Example - Mobile Site

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Proprietary + Confidential
Display your value proposition
at every step of the funnel
Source: geico.com
EXAM
PLE
Homepage Product detail Conversion Funnel

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Proprietary + Confidential
Use Encapsulation, Colour Contrast, and
Directional Cues to make your CTA button stand out
source: The Ultimate Guide To Conversion Centered Design, Unbounce.com
RESEARCH

15. Proprietary + ConfidentialExperiment with directional cues
to guide users Directional cues help to
guide users towards what
you desire them to do.
Arrows, pathways and the
directional impact of line
of sight can be employed
to guide the user quickly to
the most important area.
source: The Ultimate Guide To Conversion Centered
Design, Unbounce.com
Example

16. Proprietary + ConfidentialTry to use encapsulation and color
contrast to make your CTA stand out
“Obvious always wins”.
Use color contrast,
encapsulation and
directional cues to
make your CTAs stand
out.
Example

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Proprietary + Confidential
This color wheel depicts
contrasting CTA colors
opposite to their main
colors.
You can simply pick the
color shown opposite to
your site’s background
color from the color wheel
and test it out.

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Proprietary + Confidential
Material.io - Colour Tool for Advanced Users

19. Confidential + Proprietary
Accessibility
Studies show that roughly
15% of the world’s
population has some form
of disability. That’s over 1
billion people.

20. Confidential + Proprietary
Accessibility - Create perceivable content
More details at Think with Google - Mobile - Accessibility

21. Confidential + Proprietary
Accessibility - Offer several ways to navigate
More details at Think with Google - Mobile - Accessibility

22. Confidential + Proprietary
Play Store - Google Accessibility Scanner App

23. Confidential + Proprietary
Google.co.uk/accessibility

24. Confidential + Proprietary
3. Rapid Test & Learn
DESIGN EXPERIMENT ANALYSIS
Detailed analysis reports
on ad spend performance
Incremental ROAS/CPA
with statistical confidence
Incremental clicks, visits,
and conversions
Establish an accurate test
design:
● Spend change
● Duration
● Region
● Confidence level
● Response metric

25. Confidential + Proprietary
Minor UX Changes Fuel Lead Generation
25%
Would fill lead form on mobile if there were less fields15%
Filled lead form on Mobile
38% Would fill lead form on mobile if content fit the screen
Source: Google/BCG B2B buyer survey, N=2961, Feb 2017

26. Confidential + Proprietary
Rapid Test & Learn
Define Hypothesis
1-2 weeks
Design Test
1-2 weeks
Test
4-6 weeks
Cool Down
1 week
Analysis
2 weeks
Revisit Long-Term
60 days

27. Confidential + Proprietary
Rapid Test & Learn: Google Analytics

28. Video

29. 82%

30. 1.4x
Source: Source: Google/GfK, YouTube Audience Insights studies, 2017, UK (Survey 1: =2,000
online population 16-65 years, survey 2: 1,500 YouTube past-3-day users 16-65 years)

31. Think with Google - Video

32. Ads Leaderboard - Ads that people
choose to watch

33. Create a home for your business on YouTube
Build a successful channel
Pick a category
Taking a look at the autocomplete results from YouTube
searches can help you identify common themes and trends to
inspire your channel.
Quick tip:

34. Create a home for your business on YouTube
●
Add a website link and other pages to the About tab on your
channel to drive more potential customers to your business.
Quick tip:
●
Build a successful channel
Introduce your business to your viewers

35. Create a home for your business on YouTube
●
You can show a different layout to new viewers and returning
subscribers.
Quick tip:
Make your channel your own

36. Create a home for your business on YouTube
●
Write helpful descriptions
The first few sentences of your description will appear on
YouTube search results, so make sure you have a clear call to
action, also known as a CTA.
Quick tip:
●

37. Make an eye-catching video
Create your video
● Who
● What’s
● How
● What’s

38. Make an eye-catching video
Instructional Content - 49k views

39. Make an eye-catching video
Entertaining Content - JCB Dancing Diggers - 57k views

40. Make an eye-catching video
FLIP THE SCRIPT. Consider changing up the
traditional story arc for a more active, engaged viewer.
Traditional Story Arc
(Passive environments)
Emerging Story Arc
(Active environments)
Lead-in Branding
Build Offer
Climax &
big reveal
Start high
Subtle branding cues
Unexpected shifts
Multiple peaks
More story for those
that want it

41. Reach more of the right people
Entertaining Content - Backflip Over Speeding Formula E Car - 5.5M views

42. Reach more of the right people
Instructional & Entertaining Content -
Swipe For A Tinder User - 1.5M views

43. Make an eye-catching video
●
●
Make sure customers
can find you
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44. Make an eye-catching video
●
●
●
Write searchable titles

45. Get customers to take action
●
●
●
●
End screens
End screens can only be created on videos that are at least
25 seconds long.
Quick tip:

46. Get customers to take action
Information cards

47. Reach more of the right people
Integrate your channel
into your website, social,
and email

48. Talent

49. Digital Garages open in Manchester and Edinburgh

50. Digital Garage London from 29th November

51. Digital Garages online - 100+ training videos

53. Think with Google