This document discusses improving mobile performance and measuring impact. It addresses growing mobile traffic and the need to improve the user experience on mobile. It covers testing site speed, optimizing ads for mobile, and attributing conversions across devices and touchpoints to understand mobile's impact. Attribution is important as 30% more conversions are now attributed to mobile. The document provides resources for testing, benchmarks, and understanding how to measure store visits from mobile.

1. Confidential + Proprietary
Wachstumstreiber Mobile
Dominik Wöber
Head of Performance Sales, Central Europe

2. Confidential + Proprietary
2015
Mehr Mobile Suchanfragen als
auf Desktop

3. Confidential + Proprietary
Mehr als 50% des Traffics von
Smartphones und Tablets

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IMPROVE PERFORMANCE
MEASURE IMPACT

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01 UX
IMPROVE PERFORMANCE

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MEINE SEITE SIEHT AUF DEM DESKTOP GUT AUS
Home Lorem Donec Quisque
Lorem ipsum dolor sit amet, consectetur
adipiscing elit.
Donec
Donec tincidunt viverra nisl, quis convallis
orci ullamcorper id. Vivamus in scelerisque
dolor. Quisque ornare porta cursus. Nullam
a dui consectetur, finibus massa imperdiet,
egestas diam. Link
Cras in augue mi. Praesent vel elementum
lorem. Nulla venenatis id urna mattis
facilisis. Hier clicken
Lorem
Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Donec tincidunt viverra nisl,
quis convallis orci ullamcorper id.
Vivamus in scelerisque dolor.
Quisque ornare porta cursus. Nullam a dui
consectetur, finibus massa imperdiet,
egestas diam. Cras in augue mi. Praesent
vel elementum lorem.
Noch ein Link
Nulla venenatis id urna mattis facilisis.
Hier verlinked Photo left by @sally CC BY-NC 2.0
Photo right by @dailyinvention CC BY-NC 2.0
IMPROVE PERFORMANCE

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Funktion
Web
Apps
mobiles Web
IMPROVE PERFORMANCE
IMPROVE PERFORMANCE

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Funktion
Apps
mobiles Web
IMPROVE PERFORMANCE

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Sicher?
IMPROVE PERFORMANCE

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Ich möchte ..
jetzt
interessante Inhalte sehen
warten
bis der Download fertig ist
IMPROVE PERFORMANCE

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Funktion
Reichweite
App
Web
*
IMPROVE PERFORMANCE

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Progressive Web Apps
IMPROVE PERFORMANCE

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Speed Engagement Conversion
IMPROVE PERFORMANCE

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IMPROVE PERFORMANCE
Faster is better.
Source: SOASTA, 2015
2.4 2.7 3.0 3.3 3.6 3.9 4.2 4.5 4.8 5.1 5.4 5.7 6.0 6.3 6.6 6.9 7.2 7.5 7.8 8.1 8.4 8.7 9.0 9.3 9.6 9.9
180,000
140,000
100,000
60,000
0
20,000
58
45
32
19
0
6
Sessions
Load time (in seconds)
Bouncerate(%)
Sessions Bounce rate
13%
bounce
rate
20%
bounce
rate
58%
bounce
rate
Speed

15. Confidential + Proprietary
Log in to the prototype:
https://m.airberlin.com/en/pwa
Name: Schwager
PNR: IO2016
IMPROVE PERFORMANCE

16. Confidential + Proprietary
IMPROVE PERFORMANCE

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IMPROVE PERFORMANCE

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IMPROVE PERFORMANCE

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Reichweite
App
Web
PWA
Funktion
IMPROVE PERFORMANCE

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Reichweite
App
Funktion
IMPROVE PERFORMANCE
Web

21. Speed Engagement Conversion Retention
Accelerated Mobile Pages
Progressive Web Apps
Web Payments
Credential Manager + Push Notifications
What technology can help me?

22. Confidential & Proprietary
1) TestMySite
TestMySite.withgoogle.com
1
Simple UI
How are you stacking up:
PageSpeed Insights
scores for a given URL
What should you do:
detailed report on what to
improve
2
3

23. Confidential & Proprietary
2) EMEA mSite Benchmarks for top 20 sites for 3 key industries
EMEA mSite Benchmarks aim to help customers to improve their UX and learn from Industry Leaders.
goo.gl/AbgzWQ

24. Confidential & Proprietary
2) EMEA mSite Benchmarks for top 20 sites for 3 key industries
EMEA mSite Benchmarks aim to help customers to improve their UX and learn from Industry Leaders.
goo.gl/AbgzWQ

25. Confidential + Proprietary
02 ADS
IMPROVE PERFORMANCE

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IMPROVE PERFORMANCE
50%+
ad text
Up to 20%+
Increase in
CTR

27. Gas
www.RedBull.com/
Red Bull stimuluff done!
Gas station
Gas
www
+
IMPROVE PERFORMANCE

28. Gas
www.RedBull.com/
Red Bull stimuluff done!
Gas station
Gas
www
IMPROVE PERFORMANCE

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03 Attribution
MEASURE IMPACT

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MEASURE IMPACT

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Same-Device Conversions
Cross-Device Conversions
Call / In-Store Conversions
Multi Touch Conversions
Same-Device Conversions
Cross-Device Conversions
Call / In-Store Conversions
Multi Touch Conversions
MEASURE IMPACT

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Scale: Cross-Device Measurement across
Google platforms
Why How Action
Roadmap & Next
Steps
What
1B+

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30% mehr Conversions
werden Mobile zugeschrieben
MEASURE IMPACT
Quelle: google.de/think

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Same-Device Conversions
Cross-Device Conversions
Call / In-Store Conversions
Multi Touch Conversions
Same-Device Conversions
Cross-Device Conversions
Call / In-Store Conversions
Multi Touch Conversions
MEASURE IMPACT

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MEASURE IMPACT

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Look-Back : 90d Max.
X
CR: 1.3%
CR: 1.0%
CR: +30%
MEASURE IMPACT

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Same-Device Conversions
Cross-Device Conversions
Call / In-Store Conversions
Multi Touch Conversions
Same-Device Conversions
Cross-Device Conversions
Call / In-Store Conversions
Multi Touch Conversions
MEASURE IMPACT

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95%
MEASURE IMPACT

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GOOGLE STORE VISITS
AdWords
Search AdClick
Store Visit reported
in AdWords
User visits a Store
“15% of user visited
my store after
clicking on an ad”
MEASURE IMPACT

40. Confidential + Proprietary
Wi-Fi signal strength in
stores
(wi-fi mapping)
GPS location signals
Visit behavior
Industry Standard Signals
Mapping the physical
borders of advertiser
stores
Search query data
Opted-in user panel data
(survey)
Google Earth and Maps
street view data
Google Maps navigation
data
Android & iOS Location
History data
Google’s Unique Signals
MEASURE IMPACT

41. Confidential + Proprietary
12% der Smartphone Nutzer
besuchen einen Laden innerhalb von
30 Tagen nach dem Anzeigenklick.
Ladenbesuche von Mobile sind
21%höher als Desktop bei 50%
günstigeren Kosten/Store Visit.
MEASURE IMPACT

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Same-Device Conversions
Cross-Device Conversions
Call / In-Store Conversions
Multi Touch Conversions
Same-Device Conversions
Cross-Device Conversions
Call / In-Store Conversions
Multi Touch Conversions
MEASURE IMPACT

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01 UX
02 Ads
03 Attribution

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Danke