Hello, hello. I’m Nacia,
and in this video we’ll be covering
how to think about building
a great mobile experience.
But before we get into the nuts
and bolts, here’s why
a great mobile experience
is so important.
Sixty-four percent of all online
retail is from mobile,
but conversion rates on mobile
are only half that of desktop.
That’s more people browsing,
but fewer people buying.
Not a great recipe for success.
So
how can you turn all those mobile users
into return customers?
Let’s see what Adrienne
Clem, director of search,
growth, and optimization,
has to say on the subject.
I’m Adrienne Clem,
director of search ads
growth and optimization at Google,
and I’m here to talk to you
about mobile best practices.
Great mobile user experience
starts with speed.
This is your first impression
for a prospective customer and signals
not just about the quality
of the experience
they’re about to have on your webpage,
but also indicates
the quality of your brand and product.
If your page takes too long to load,
you may lose the opportunity
to show this customer
what you even have to offer.
But speed is just the beginning.
From there, you need to have an easy-
to-navigate-and-use website.
Ultimately, it’s
about making it as easy as possible
for the user to find
what they need and convert
on your webpage.
Good user
experience is also about
anticipating what users need
and making it easy for them
to provide the information
that you are asking for — of them.
So this is things like one-
tap sign-in and autofill
to make it easy to capture
required information.
This can also be simple actions
like prompting the correct keyboard.
So if you’re asking for information
that’s all numbers,
ensuring that you’re giving them
the numerical keyboard
to make it as easy as possible.
And of course, if you do a great job
with your customer experience,
you’re very likely
to have return customers
and another opportunity
to wow your customers
with a great experience
that’s more personalized
and relevant based on what you know
about your new customer.
To address the now scarcer data
that advertisers have to evaluate
media campaigns,
many are leaning into automation
and the power of machine
learning to synthesize available
data points to make sure
their campaigns are performing
as well as possible.
Many advertisers are
taking this strategy even a step further
by designing their websites
in a way that is easier to capture
first-party data
that can then be leveraged
for optimizing user experiences,
but also optimizing campaigns.
For example,
this might mean making
a compelling signed-in experience
to motivate consumers
to sign in to your website
and make it easier for you to capture
first-party data.
So marketers really need to think
about the process of testing
their mobile website in-app assets
as an iterative, always-on process.
And this is to ensure
that you’re catching
and identifying any issues
with your website
so that you can correct them
and make sure that your users
are having a great customer experience,
and you’re maximizing
your return on ad spend.
The last thing that I would like to say
is that we find ourselves
in a unique moment right now.
The global pandemic either forced people
or caused people
to increasingly choose
to go to the internet
to meet their needs.
We really have an opportunity
to nurture this behavior
and ensure advertisers
that we’re coming to your online,
you know, website
or app, to meet their needs
during the pandemic, continue to do so.
But this won’t happen
without amazing and evolving
customer experiences
for your increasingly mobile-
first customer base.
Investing in great mobile user
experience across website and apps
boosts returns for marketing investment,
ensures differentiation
in an increasingly automated world,
and grows customer loyalty.
And that is how we think about mobile
UX best practices.
Back to you, Nacia.
Thank you so much, Adrienne.
I actually do a little browsing
and shopping on my mobile phone myself,
so I’m all for better
mobile retail experiences.
There’s no question.
Mobile really does matter.
In fact, we’ve seen that companies
who commit to great
mobile design are seeing
32% increases in revenue.
And get this, up to 400%
improvement in conversion rates.
That’s a whole lot of receipts.
Thanks for watching.
And look for more expert insights
in our How to Think About series.
Until then, have a good one.