Google Confidential and Proprietary

Steven Merckx - Benelux Digital Performance Specialist

Maximizing Conversions for Multiscreen Users

Leadership  

Mobile    adop+on    

 

Performance 2014

RLSA    adop+on    

 

Conversion  Tracking  

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Today… or was it yesterday?

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In 2013, smartphone sales overtook PC sales for the first time

Source: Business Insider/Gartner, IDC, Strategy Analytics, company filings

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Tomorrow

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AGENDA

Mobile Site showcase

The Multiscreen Consumer

Mobile & Multiscreen UX

Measuring for success

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The Multi-Screen Consumer

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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%

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…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

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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%

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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

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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”.

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Mobile & Multiscreen UX

On-site Search

Mobile Hygiene

Accommodating Multi-Device & Multi

Channel experiences

3

6 7

The ‘Mobile 7’ Framework

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

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

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Measuring for success

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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.

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Key takeaways

Mobile Site showcase

People move between screens to convert

UX should accommodate multiscreen behaviour

Measure & attribute multiscreen conversions