Your site may be Mobile friendly, but is it User friendly? Over 50% of searches are performed on a mobile device. Do you know your audience and the metrics of your mobile users? Are you serving up an enjoyable user experience that’s tailored to that audience? You may be missing many opportunities to capitalize on this informative data. In this discussion, we’ll uncover some important principals of why the mobile experience matters. We’ll touch on improving conversions, utilizing data analytics, and getting inside your user’s head.

1. Why The Mobile
User Experience
Matters

2. More than 50%
of all web traffic
now comes from
smartphone &
tablets.
*Google Analytics Data, U.S. Q1 2016

3. Users spend
177 minutes on
their phones
per day.
*Flurry Analytics, Comscore, Q4 2014

4. admit that they
get “anxious”
when they don’t
have their phone
on them.
30%
*Google Consumer Surveys, August 2015, smartphone users

5. Defining the User
Micro-Moments
Usability

6. Who are they?
Where are they?
What do they need?
What Generation?

7. Baby Boomers
Gen X’er
Millennial
Gen Z’s
GENERATIONS

8. *Mitek and Zogby Analytics, September 2014
87% of millennials
always have
their smartphone
at their side day
and night.

9. Designing for your
user’s Generation

10. Designing for your
user’s Generation
Just Swipe

11. Micro-Moments

12. Micro-moments occur
when people reflexively
turn to a device to
KNOW something,
GO somewhere,
DO something, or
BUY something.
*Google

13. MICRO-MOMENTS
Know

14. *Consumers in the Micro-Moment, Wave 3,
Google/Ipsos, U.S., August 2015
When a brand’s
mobile site or app
helps a consumer
easily find answers
to their questions,
69% are more likely
to buy from them

15. *Consumers in the Micro-Moment, Wave 3,
Google/Ipsos, U.S., August 2015
48% of smartphone
users are more likely
to buy from
companies whose
mobiles sites or apps
provide instructional
video content.

16. MICRO-MOMENTS
GO

17. * Consumers in the Micro-Moment, Wave 3,
Google/Ipsos, U.S., August 2015
61% of smartphone
users say they’re more
likely to buy from
companies whose
mobile sites or apps
customize information
to their locations

18. Item is In Stock
TARGET

19. Store Pick-Up
BABIES R US

20. Order on the Go
CHIPOTLE

21. Order on the Go
CHIPOTLE

22. Order on the Go
CHIPOTLE

23. Pay
STARBUCKS

24. Pay
STARBUCKS

25. *Starbucks corporation Q4 Metrics
Starbucks mobile
payments now
represents 25% of
all transactions,
up from 20% in the
year-ago quarter.

26. *Starbucks Corporations Q4 Metrics
There are over 6
million Mobile Order
and Pay transactions
a month.
6M+

27. Pre-order Coffee
STARBUCKS

28. Rewards
STARBUCKS

29. *Starbucks
Corporations Q4
Metrics
My Starbucks Rewards
has grown by over 50%
in the last two years
*news.starbucks.com

30. MICRO-MOMENTS
Do

31. *Google Data, U.S., q1 2014, Q1 2015
Searches related
to “how to” on
YouTube are
growing 70%
year-over-year.

32. MICRO-MOMENTS
Buy

33. *Consumers in Micro-Moment, Wave 3, Google/
Ipsos, U.S., March 2015
58% of smartphone
users are more
likely to buy from
companies whose
mobile sites or apps
allow them to make
purchases quickly.

34. *Consumers in Micro-Moment, Google/Ipsos, U.S.,
March 2015
82% of smartphone
users consult their
phone while in
a store.

35. The sales funnel is changing.
Intent beats identity.
Immediacy trumps loyalty.

36. I WANT TO KNOW MOMENTS
I WANT
TO KNOW
MOMENTS
I WANT
TO GO
MOMENTS
I WANT
TO DO
MOMENTS
PURCHASE
I WANT
TO BUY
MOMENTS
I WANT
TO GO
I WANT
TO DO
PURCHASE
AWARENESS
INTEREST
CONSIDERATION
SUPPORT
LOYALTY
ADVOCACY
PREFERENCE
OLD NEW

37. Be relevant in their industry
Connect them to the content
they are in need of
Your mobile experience has
to be fast and frictionless
Don’t interfere with their
PERSONAL MOMENTS

38. Usability

39. *Consumers in the Micro-Moment, Wave 3,
Google/Ipsos, U.S., August 2015
Only 9% of users
will stay on a
mobile site or app
if it doesn’t satisfy
their needs.

40. JUST MOBILE
FRIENDLY

41. Layout Issues
MOBILE ISSUES

42. 1. Quicker Mobile Experiences
2. Call to Actions
3. Search
4. Campaigns
5. Analytics

43. USABILITY
Quicker Mobile
Experiences

44. Users expect to move through
a brand’s mobile experience
at lightning speed, and it’s all
about immediate gratification.
We need to be there for our
customers.

45. What are your
they doing?
ANTICIPATE NEEDS

46. User Location
ANTICIPATE NEEDS

47. Slow Loading
MOBILE ISSUES

48. USABILITY
Call to Actions

49. Click
Call
Share
Play

50. USABILITY
Search

51. When you fail to be there,
you’re simply handing
opportunities over to
your competitors.

52. *Google internal data, for 10 countries including
the U.S. and Japan, April 2015
In many countries,
including the U.S.,
more searches
take place on
mobile devices
than on computers.

53. Top searches
Trending searches
Top search questions relevant to
your category
Ask yourself again – are you there?
INTENT

54. Studies have shown that you
can increase unaided brand
awareness by 46% simply by
showing up in mobile search
ad results.
*Google/Ipsos MediaCT, Search for Brands
Industry Research Meta-analysis, 2013-2015

55. What device, time of day, or
location?
Is your approach tailored to
being there?
CONTEXT

56. *Google/Neilsen Life360 Mobile Search Moment Q4 2012
more likely to…
visit store
more likely to…
call a business
more likely to…
make a purchase
When people use mobile search to help
make a decision, they are:
57%
39%
51%

57. *Google/Ipsos MediaCT, Search for Brands
Industry Research Meta-analysis, 2013-2015
And more than half
(51%) of smartphone
users have discovered
a new company or
product when
conducting search on
their smartphones.

58. USABILITY
Campaigns

59. Rich Media Ad
CAMPAIGNS

60. Display Ads
CAMPAIGNS

61. Display Ads
CAMPAIGNS

62. Native Ads
CAMPAIGNS

63. *Google/Ipsos MediaCT, Search for Brands
Industry Research Meta-analysis, 2013-2015
Consumers look
at native ads
53% more than
display ads

64. USABILITY
Analytics & Testing

65. Google Analytics

67. of people say they use
multiple screens for everyday
activities, such as booking a
hotel or shopping for
electronics.
90%
of people who research
on a smartphone go on to
purchase on a desktop.
40%
*Consumers in the Micro-Moment, Wave
3, Google/Ipsos, U.S., August 2015

68. Heat Maps

69. Heat Maps

70. User Testing

71. *Consumers in the Micro-Moment, Wave
3, Google/Ipsos, U.S., August 2015
Almost one trillion
dollars in U.S. retail
sales were
influenced by mobile
last year alone

72. So…Why Does
The Mobile
User Experience
Matter?