Product Management presentation given during #ProductCon Online in July 2020 by Google Global Product Lead.

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Mobile Experiences and Growth in
Today's World by Google Global Product
Lead

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Mobile Experiences and
Growth in Today’s World
Alexandra Whitaker

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Companies that have
invested in improving
mobile experiences have
seen 3-digit growth in
mobile conversions
Source: Forrester, The Six Steps For Justifying Better UX, Global, 2016

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The lines between web and
app continue to blur...
Source: Google/Verto, U.S. “The Mobile Shopping Journey,” A18+ smartphone users, Oct. 2017.

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Users expect brands to
anticipate their needs and
make it easy for them to
get what they want, no
matter how they engage

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...we are investing over proportionally
in the digital side of the brand … having
an understanding of how the consumer
is consuming brands today is
fundamental to the growth not just in
digital, but for the brand overall.
Kaspar Rorsted
CEO, Adidas
Source: diginomica
“
”

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54%
increase in day one plays
14%
increase in active users
30%
of mobile web users
download the native app
By building a mobile
web experience we made
Spotify accessible to more
users, and have seen
sustained growth on both
web and app.
Matt Rizzo
Senior Product Manager at Spotify
“
”
Brands see business uplift from investing in both
web and app technologies

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Digital Transformation

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[Retail] Trends emerging from COVID-19
43% 60% 70%
Of global consumers are
shopping online more
frequently
Of global consumers are
likely to make an in-app
purchase in an app they
downloaded during the
pandemic
Of mobile sales are led
by apps
Source: Think with Google May 2020

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[Non-Retail] Trends emerging from COVID-19
+60% +40% +100%
Increase in content
streamed
Surge in fitness
downloads
Spike in online searches
for online learning
Source: App Annie
20% growth in average weekly time spent on apps YoY

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At Google, we’ve been working on external posts to
help advertisers navigate this digital transformation
Mobile Launches
New launches to keep
consumers at the core of
your mobile strategy
Online Retail App Helpfulness
Tips for your retail online
strategy during
COVID-19 times
How to adapt your app
strategy with this shift in
consumer behavior

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How User-Focused Companies
Stay Successful

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A great user experience
must be supported by the
right organizational
design and culture

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Changing a technology, or changing the
paradigm around marketing... is a much easier
part of digital transformation than the
internal organizational readiness and shifting
enterprise thinking. Culture change is much
harder, and that’s the strongest muscle that
we had to build.
“
” Pawan Verma, CIO
Inside Foot Locker’s Shift to Experience-Driven
Commerce CMO magazine

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CTO/CPO
CXO
CMO
Web PM
& Eng
Align your organization to your mobile ambitions
Ideal state requires cross-functional alignment and decision-making, with clear communication among all key stakeholders
Web
Marketing
Sales teams
Web
channel
App PM
& Eng
App
Marketing
Sales teams
Apps
channel

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Source: The business value of design, McKinsey, Oct 2018
Leadership Commitment
Analytical leadership No silos Everyone’s responsibility Continuous iteration
How User-Focused Companies Stay Successful
Measuring & driving
design performance with
the same rigor as revenues
and costs
Breaking down internal
walls between physical,
digital, and service design.
Making user-centric design
everyone’s responsibility.
De-risking development by
continually listening, testing,
and iterating with
end-users.

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Breaking organizational silos = success
Employees who can reach outside their
silos to find colleagues with
complementary expertise learn more,
sell more, and gain skills faster. Firms
with more cross-boundary collaboration
achieve greater customer loyalty and
higher margins overall.
“
”

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goo.gle/2Ox3SIV
Want to know more?
Read & share this ebook
on changing your
company culture to
mobile-first

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Our approach

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How does the Product team at Google think about this?

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Business ObjectivesMarketing objectives
Ad Optimization
Optimize Ads, Keywords, Channels, Bids
Sees ad Taps ad
Mobile Experience Optimization
Deliver on user expectations on web & app platforms
Enters site/app Converts
● Profit● Revenue● More Conversions● Sales● Leads

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Optimize App Performance
3 tips for optimizing mobile app
performance (link)
Improve User Interface,
Design, Flow
UI best practices (link)
Easy payments (link)
Sign-in / Sign-up (link)
Implement App CT & Deep Linking
Implement GA4F SDK (link)
Drive installs w/ App Campaigns (link)
Adopt deep linking (link)
Do Continuous Optimization
A/B testing (link)
Personalization (link)
Deeplink Depth (Q4)
Do you have app deep linking?
Do you offer optimized
performance?
(Are there opportunities to
fine-tune apps performance?)
Do you offer seamless
user interface?
(Are basic UI practices applied? Do you
use easy payments + sign-in solutions?)
Have you adapted a
company-wide optimization
mindset and performance culture?
Native Apps
Apps and Sites flows need to be followed in parallel
Mobile Solutions: Optimization Flow
if yes
start here
if yes
if yes
if no
if no
if no
if no
Optimize Speed and Performance
Improve landing page
performance (link)
Start fast, stay fast (link)
Use Modern Browser
Capabilities (checklist here)
Installable (link)
Push notifications (link)
Offline content (link)
Improve User Interface,
Design, Flow
UI best practices (link)
Easy payments (link)
Sign-in / Sign-up (link)
Do Continuous
Optimization
A/B testing (link)
Personalization (link)
Performance budgets (link)
Do you offer seamless
user interface?
(Are basic UI practices applied? Do you
use easy payments + sign-in solutions?)
Do you offer optimized
performance?
(Is Mobile Speed Score > 8?)
Do you leverage modern browser
capabilities to progressively improve
UX?
(Review PWA checklist)
Have you adapted a company-wide
optimization mindset and
performance culture?
Mobile Sites
if yes
start here
if yes
if yes
if no
if no
if no
if no

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App maturity curve for hybrid advertisers
WEBSITE ONLY FOUNDATIONAL INTERMEDIATE ADVANCED
Build an App
Implement Firebase
or AAP SDK
Tag Conversions in
GA4F
Import Conversions to
Google Ads
Begin Deep Linking
Deferred
Deep Linking
Run App Campaigns for
Engagement
Expand Deep Linking
App+Web measurement
ACi for installs or
Max Convs.
Run App Campaigns
for Installs
Do you
have an
app?
Do you
have
enough
installs?
Yes
No
Key benefits
of app
engagement
unlocked!
No
Yes
No
Yes
No
Do you
have an
SDK?
Do you
have
deep
links?

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...when they land
First impression
matters—get FAST
& stay FAST
Convert more visitors
into customers— Make
it SEAMLESS for users
to navigate & complete
key actions
No two users are
alike—deliver a
PERSONALIZED and
relevant experience
Give your users a great experience
...when they browse ...when they return
Frameworks are key

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Help people get what they want, faster

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Deliver more engaging and helpful ad experiences
Take new app users directly to the products they want to see (with deferred deep linking and Feeds)

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Make it easier for your customers to take action
Direct users from your web campaigns into the app, with deep linking

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A focus on deep linking

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App & Web better together
Source: Google/Verto, U.S. “The Mobile Shopping Journey,” A18+ smartphone users, Oct. 2017.
• 45% of shopping sessions include >1 transition
between a site and an app
• On average, a mobile shopping session
contains at least 6 visits to an app and/or
mobile site
• Visitors of optimized sites are 3X more likely
to download the app

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Deliver better ad experiences with deep linking
2x CVR
When app users click on mobile
Search/Shopping/Display ads and open in
the app vs the mobile website
(and soon YouTube, Hotel, Gmail and
Discovery Ads)
As the lines between web and app continue to blur...

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Ozon
Moscow, Russia • ozon.ru
54%
Boost in conversions
33%
Increase in ROI
4x
More purchases from shopping,
search, display campaigns
Ozon boosts performance after enabling App Deep
Linking from Shopping, Search, Display campaigns
It is a crime to optimize ad
campaigns only for purchases
on web while share of in-app
purchases is growing.
“
”Rinat Nugaev
Head of SEM, Ozon

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How it works
Track
Bid
Appify
Link
to drive users to the app.
to measure the value of app conversions.
to boost performance.
App Links Universal Links
GA for Firebase AAP
Smart Bidding

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➔ Deliver a more seamless
mobile ad experience
➔ Close the loop on mobile
conversions
➔ Help improve mobile ROI
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Key benefits

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Required to unlock
key features
They are required to use:
● Google Ads
● Firebase App Indexing
● Actions on Google
● In-Screen Search
● Google Play Instant
Why App Links and Universal Links?
Seamless user
experience
Because it uses the same URL as
your web links, users are always
gracefully taken to the mSite landing
page as a fallback if the app can’t
open (no error pages, unlike with
Custom Schemes, where error
pages can happen).
More secure
No other app can use your links
(unlike with Custom Schemes, where
other companies can claim your
scheme and use it to send traffic into
their own app).

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Launch of the Ad Destination Report
With the ad destination report, you can see in the “App deep link” row that these ads drive a higher conversion rate at a lower cost per conversion.

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2H’2020 2021
Shopping Ads: Optimize for
App Destination
● PLA enhanced Smart
Bidding: algorithms bid
higher when the app is
installed
Deep linking expansion
● In addition to
Shopping, Search and
Display => Consistent
App deep linking on
YouTube, Hotel, Gmail
and Discovery Ads ()
Deep linking external
tools
● Tools to help validate
deep links and
understand the
coverage in the
Google Ads frontend
Unified Measurement
across Web and App
● Cross-web/app conversion
tracking
● More features added to App+web
properties in Google Analytics
Aligning our product roadmap with customer needs

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Planning ahead is key
Example: Q4 is the most important
quarter for Retailer advertisers
(Holiday Season)
➔ So the work needs to be done
now!

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Key takeaways
1 Understand your customers
2 Be nimble and keep testing
3 Watch for trends in marketplace
4 Plan ahead
5 Break organizational silos

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