HK D2 Amsterdam - Google Mobile

Google Confidential and Proprietary

1

Demystifying Mobile

Stephany van WilligenburgBusiness Development Manager – [email protected]

Hill and Knowlton D2 Conference April 14th 2011


2

has ears & listens to you

knows where you are

has eyes & can see you

microphone

camera

has voice & can talk to youspeaker

has skin & can feel youtouch screen

GPS chip


5+ bn mobile subscribers globally

3Sources: International Telecommunication Union (October 2010)


1 in 5 people have mobile internet access

4Sources: International Telecommunication Union (October 2010)


1 out of 4Internet minutesis on a mobile phone

5Sources: IDC 2010


2012: Smartphone sales overtake

PC sales

Source: Morgan Stanley Nov, 2010


77%

55%

71%61%61%

56%

7

smart phone penetration across Europeby 2015

Sources: StrategyAnalytics.com.


Mobile Complements Desktop & Is Always On

Source: Citi Investment Research and Analysis; iCrossing MobileU.S. Google Internal Data, 2010

Daily ViewDesktop Clicks & Searches vs. Mobile


Mobile Complements Desktop on Weekends

Source: Citi Investment Research and Analysis; iCrossing MobileU.S. Google Internal Data, 2010

Weekly View Desktop Searches vs. Mobile Searches

Google Confidential and Proprietary 10

40%

of all tweets are mobile

10Sources: Twitter


Mobile users are driven to YouTube via social website feeds and status updates

11


1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 0.000 Bn

1.000 Bn

2.000 Bn

3.000 Bn

4.000 Bn

5.000 Bn

6.000 Bn

Better handsets and improved infrastructure has changed mobile consumer behavior…

20112012 20132014

Glo

bal M

obile

Sub

scrip

tions

1G

Analog 1 Mbit/s 14 Mbit/s 100 Mbit/s

4G3G2G


1G

…Mobiles have developed beyond just a form of communication.

1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 0.000 Bn

1.000 Bn

2.000 Bn

3.000 Bn

4.000 Bn

5.000 Bn

6.000 Bn

20112012 20132014

Glo

bal M

obile

Sub

scrip

tions

Analog 1 Mbit/s 14 Mbit/s 100 Mbit/s

Communication

Entertainment

Commerce

Life Critical

4G3G2G


Tech

nolo

gy,

Infr

astr

uctu

re a

nd

Mob

ile u

sers

Communication Entertainment Commerce Life Critical


Driving visitors to your website Mobile Search Ad Formats offer greater user interaction

Hyperlocal

Site-Links

Click-to-call

Click-to-download

Google Confidential and Proprietary16

Separate campaigns

Create campaigns for AdWords targeting desktop and mobile separately

Mobile Sites: 1:1



Which site would you rather book a flight on?


4

General Mobile Website Best Practices

2White Space

3

1Prioritise Content

Big Buttons

20

Easy toConvert

Demo: Geo Products

MapsPlacesStreet View


Demo: Google Goggles



Demo: Google Translate – Conversation Mode


Demo: Ad Formats & Branding on Mobile

Google Confidential and ProprietaryDownload the “Google Mobile Ads’ Application from Android Market


So what‘s next? Where to begin...

30

1Identify your mobile objectives and goals, develop a solution across all platforms, don‘t let back-end systems block innovation.

2 Use data to develop your strategy - but be flexible and accept changes & new trends.

3 The mobile experience should offer a unilateral solution for all your brands GLOBALY!

4Your mobile presence needs to sync up with multi-channel expectations, and buying behavior. When running ads, create a message for mobile.

5 Start Now!


it’s Not Too Lateto Be Early


Prioritise Content

32

• Be task oriented - Mobile users browse with purpose~ Local, popular & on-the-go features

• Build for speed ~ Strip all unnecessary content

~ Latency is a conversion killer on mobile

• Make search prominent~ Less space & time for navigation menus

~ Search results should be clean and easily filtered

• Design for low attention span~ Layout content for scrolling

~ Use bullet points and information snippets for maximum impact

~ Use tabs to access popular products/services

• Satisfy offline needs~ Store locators, shopping lists, product reservation, vouchers


White Space

33

• Reduce clutter~ Less of banners, videos, pictures, copy

~ More of headlines, bullet points, white space, buttons

• Use clear and concise headlines~ Text needs to be readable at arm’s length

~ Tabs and expanded fields can be used for additional details

• Have a plain light background~ Lighter colours create a feeling of space

~ Dark, contrasting text is easier to read

~ Pictures make poor mobile backgrounds

• Optimise for multiple screen resolutions~ Bigger tablets can load desktop like sites

~ Smaller tablets are like mobile phones

~ Tablets are still touch screen so allow for thumb navigation


Big Buttons

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• Build for handheld devices~ Devices are often held in one hand

~ Thumbs are not precision instruments – Rule of Thumb!

~ Users are moving

• Buttons should be isolated~ Space around buttons reduces unintentional clicks

~ Visibility is a problem in some environments, i.e. daylight

• Use colour & size to prioritise~ Distinctly coloured buttons stand out

~ Conversion buttons should be larger

~ 3D elements & shadowing make buttons easier to see

• Use descriptive text~ ‘Add to basket’ manages expectation, ‘Click here’ does not


Easy to Convert

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• Make conversions easy ~ Calls to action need to be clear

~ Conversion funnels should be simple

• Keep forms short~ Remove unnecessary fields

~ Leave out market research questions

• Play to mobile strengths~ Use check boxes, lists, scroll menus

~ Limit text data entry

~ Use top aligned labels

~ Use HTML5 for specific input types

~ Allow for phone orientation changes

• Make account access & creation easy~ Quick login & saved details = faster conversions

~ Make it easy to create mobile accounts/baskets/wish lists

• Use click-to-call for phone conversions


Additional Resources

36

Learn more about (mobile) website optimisation

http://www.conversionroom.blogspot.com

Track visits to your mobile website with

http://www.google.com/analytics

Test changes to your mobile site with

http://www.google.com/websiteoptimizer

Use the Android SDK to view your mobile website on your desktop

http://developer.android.com/sdk/index.html

Website Optimiser

Track traffic from devices that do not support JavaScript

http://code.google.com/mobile/analytics/docs/web/

Conversion Room Blog

http://www.conversionroom.blogspot.com/

http://www.google.com/analytics

http://www.google.com/websiteoptimizer

http://developer.android.com/sdk/index.html

http://code.google.com/mobile/analytics/docs/web/

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