This document discusses maximizing conversions for multiscreen users. It notes that people increasingly use smartphones and move between devices like smartphones, PCs, tablets and TV to accomplish goals. As such, mobile sites need to accommodate multiscreen experiences. The document provides examples of how John Lewis and Chill accommodate multiscreen users well. It also discusses measuring conversions across screens by tracking in-app actions and attributing them. The key takeaways are that the user experience should accommodate multiscreen behavior and conversions should be measured and attributed across devices.

1. Google Confidential and Proprietary
Steven Merckx -
Benelux Digital Performance Specialist
Maximizing Conversions for Multiscreen
Users

2. Leadership
Mobile
adop+on
Performance 2014
RLSA
adop+on
Conversion
Tracking

3. Google Confidential and Proprietary
Today… or was it yesterday?

4. Google Confidential and Proprietary
In 2013, smartphone sales overtook PC sales
for the first time
Source: Business Insider/Gartner, IDC, Strategy Analytics, company filings

5. Google Confidential and Proprietary
Tomorrow

6. Google Confidential and Proprietary
AGENDA
Mobile Site showcase
The Multiscreen Consumer
Mobile & Multiscreen UX
Measuring for success

7. Google Confidential and Proprietary
The Multi-Screen
Consumer

8. Google Confidential and Proprietary
Your audience
isn’t on one
screen anymore…
of people use their smartphones while
consuming other media. 2
of people move between devices to
accomplish a goal, whether it’s on
smartphones, PCs, tablets or TV.1
1. The New Multi-screen World: Understanding Cross-Platform Consumer Behavior; Google and Ipsos MetdiaCT; U.S; August 2012
2.
What Users Want Most From Mobile Sites Today; Google/Sterling Research/ SmithGeiger, US, July 2012
90%
86%

9. Google Confidential and Proprietary
…and they
love their
smartphones
1. Our Mobile Planet, Google, Feb 2013 / 2. Telecompaper, Aug 2013 / 3. Our Mobile Planet, Google, Feb 2013/
4. Our Mobile Planet, Google, Feb 2013 / 5. Our Mobile Planet, Google, Feb 2013 / 6. 2013 Mobile Path-to-Purchase – Understanding
Mobile’s role in the consumer’s path to purchase for specific industries, xAd/Telmetrics/Nielsen, US, Aug 2012
Smartphone usage in the
Belgium has risen by two thirds
in two years, rising to 60%. 1
People use their smartphone
everywhere: 62% use it on the go,
59% at work and 39% in stores. 5
46% of smartphone owners
only use their phone to
research. 6
70% never leave home without
their smartphone. 4

10. Google Confidential and Proprietary
Mobile sites have
a big impact
of customers who visit a mobile
unfriendly site are likely to go to
a competitor's site.2
of customers prefer a mobile
friendly site.1
75%
1. What Users Want Most From Mobile Sites Today; Google/Sterling Research/SmithGeiger, US, July 2012 2. What Users Want Most From Mobile
Sites Today; Google/Sterling Research/SmithGeiger, US, July 2012
61%

11. Google Confidential and Proprietary
Mobile customer satisfaction matters. Users who have a positive
experience on a mobile site are:
69% more likely to return
later and buy on mobile
53% more likely to complete the
checkout on another device
Source: ForeSee Annual Mobile Retail Report, UK. January 38 2014
59% more likely to think of
your site in the future
55% more likely to suggest
your site to others

12. Google Confidential and Proprietary
Browsing
The internet
Social
Networking
Shopping
Online
Searching
for info
Managing
Finances
Planning
a Trip
Watching an
Online Video
65% 63% 65% 47% 59% 66% 56%
60% 58% 61% 45% 56% 58% 48%
4% 5% 4% 3% 3% 8% 8%
Started on a
smartphone
Continued
on a PC
Continued
on a
Tablet
When users start on mobile, where do they finish?
Base: Have Started Activity on One Device & Continued on Another (1455); Searching (923), Browsing (1172), Shopping (969), Planning a Trip
(627), Finances (675), Social (1041), Watching a Video (623). Q. For the activities listed below, think about the last time you started each activity
on one device and then continued or finished the same activity on another device. Please select which device you started and then continued
on. If you have not done this, select “I have not done this”.

13. Google Confidential and Proprietary
Mobile & Multiscreen UX

14. On-site
Search
Mobile Hygiene
Accommodating
Multi-Device & Multi
Channel
experiences
3
6
7
The ‘Mobile 7’ Framework

15. Multi-Screen &
Multi-Channel
Accommodating
experiences
What the John Lewis site
does well:
Items can be added to wish list
Store pick-up: Collect and Collect+ available

16. Multi-Screen &
Multi-Channel
Accommodating
experiences
What the Chill site does
well:
Focus on phone number instead of form on mobile
Phone-number becomes call-to-action on mobile

17. Google Confidential and Proprietary
Measuring for success

18. Google Confidential and Proprietary
Tracking: In-app conversions
Advertiser decides on which in-app actions
offer useful signals for user engagement.
1
1
2
Advertiser registers new conversion event in
AdWords & downloads the code snippet.
3
Advertiser incorporates code snippet(s) into
their app or utilizes server-to-server API
pings.

19. Google Confidential and Proprietary
Key takeaways
Mobile Site showcase
People move between screens to convert
UX should accommodate multiscreen
behaviour
Measure & attribute multiscreen conversions