Insights Into Mobile Behavior Jeremy Anderson Head of Industry, Financial Services @jeremyanderson
Average time spent per day by US Proprietary + Confidential adults shifts toward digital 7:00 6:00 5:00 2011 4:00 3:00 2015 2:00 1:00 0:00 TV Radio Print Digital Other Source: eMarketer 2015 - via US Census Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Average time spent per day by US Proprietary + Confidential adults shifts toward digital 7:00 6:00 5:00 D+L 2011 4:00 3:00 2015 D+L M 2:00 1:00 M 0:00 TV Radio Print Digital Other Source: eMarketer 2015 - via US Census Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Tax Act mLab, June 18, 2015 55% 50+% 50+% of search query traffic comes YouTube videos watched from a growth in “near me” searches from a mobile device mobile device
150x At work, book theater tickets At lunch, read the news 11:36am while waiting in line 1:33pm per day Buy new soccer cleats for son’s upcoming season Use maps to get 11:15am directions to Creole food truck 1:13pm Wake up and read weather forecast online On the bus, read emails Browse hairstyles 6:50am 8:42am for daughter’s homecoming dance on YouTube 7:15pm Use flashlight app to find dropped earring 11:09pm On bus, check email At bus stop, listen for sales this weekend to new music playlist 5:29pm 8:30am
Tax Act mLab, June 18, 2015 We don’t go online. We live online.
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Winning on Mobile Identify (Micro- Build Activate Connect the Moments) (UX) (Marketing) Dots (Measurement)
I-want-to-watch I-want-to-do I-want-to-go I-want-to-buy I-want-to-know what-I’m-into moments moments moments moments moments 82% 91% 2X 65% 53% of smartphone users turn of smartphone users of online consumers increase in “near me” of online video viewers to their phones for ideas consult their phones look up more information search interest in the watch online video to be while doing a task while in a store deciding online now versus a past year inspired or entertained what to buy few years ago 29% 66% 82% 100M+ YouTube is the #1 of smartphone users use a hours of “how-to” content of smartphone users turn increase in mobile search engine when have been watched on to their phones to look up conversion rates in platform 18-34 year-olds looking for a local business YouTube so far this year something they saw in a the past year choose to explore their TV commercial passions
Personal Loan Mobile Usage 65% 76% 31% used mobile to used mobile to used mobile to research online sign up visit brand websites
What are your brand’s moments? I-want-to-watch I-think-I-need -to- I-want-to-start-a I-want-to-compare my I-want-to-get-a-loan what-I’m-interested in refinance business options moments moments moments moments moments
“Consumers expect and deserve amazing mobile experiences.” Larry Page, CEO Google
Core principles of a great Mobile Site user experience 1 2 3 Design & Content Speed Functionality
Core principles of a great Mobile Site user experience 1 2 3 Design & Content Speed Functionality
Business impact of speed Page speed is a ranking signal in Google’s organic 2% slower = 2% fewer searches/user search results (blog post) 400ms faster = 9% more traffic Faster pages = more pageviews Consider what you can 100ms faster = 1% more revenue start measuring to help 5s faster = 25% more pageviews, identify the results of 7-12% more revenue your own performance 37% faster = 70% increase in mobile revenue per user work. 80% faster = 108% increase in ads interaction rate Confidential & Proprietary
Two Types of Speed Speed = money! 1. Conversion 2. Page speed Performance
“What do you dislike the most when browsing the web on your mobile device?” Encountering 14 % unplayable videos Getting redirected to 13 % the homepage Waiting for slow 46 % pages to load Being shown 16 % interstitials Other – Let us know in 11 % the comments
Slow and steady doesn’t win the race 40 % 47 % 52 % Will abandon a site Expect a page to Say fast load time that takes >3 seconds load in <2 seconds speed is important to to load brand loyalty
Useful tools for performance analysis Google PageSpeed Chrome DevTools WebPagetest.org Insights
Core principles of a great Mobile Site user experience 1 3 2 Design & Content Speed Functionality
Our Results: 25 Design Principles ❑ Calls-to-action are front and center Homepage & ❑ Menus are clear & concise Site Navigation ❑ Easy to get back to the homepage ❑ Promotions don’t steal the show ❑ Site search is visible ❑ Use filters to improve search results Site ❑ Search results are relevant Search ❑ Guides users to better results ❑ Click-to-call is present Ability to ❑ Users can purchase as a guest ❑ Users can explore before committing Convert ❑ Easy to finish on another device ❑ Existing information is used ❑ Info entry is streamlined Form ❑ Uses toggles/dropdowns to simplify input ❑ Visual calendars used for data selection Entry ❑ Minimize errors with real-time validation ❑ Form design is efficient (auto-fill) ❑ Entire site is optimized for mobile ❑ Don’t need to pinch + zoom Usability & ❑ Product images are expandable Form Factor ❑ Shoppers are told which screen orientation is best ❑ Users aren’t brought to new browser windows ❑ Site avoids “full site” labeling ❑ Site is clear about why it needs user’s location
Devices will become ubiquitous
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