UX for Mobile, hosted by Google
I had this post on Draft for 3 month already! Completely forgot. This are my notes from the Google event I attended:
We got the chance to attend to a Mobile UX for finance hosted by Google.
First (and most interesting) speaker was Paul Kinlan, a dev at Google. His talk was about preparing your website for being properly ranked on mobile search, after the algorithm change from last 21st April. This change affects ONLY mobile search, for all languages, and applies to individual pages (not entire site). Thou, saying this, every page in commerce is trying to convert, so it should apply to all pages.
We are seeing a trend, specially in big companies like Twitter, Facebook, that try to keep you inside the experience, in other words, if you are on the mobile browser, for you to keep being inside the mobile browser. Experience should not rely only Native apps, more brands are building compiled web experiences. Some apps will also recall to the Web mobile page within the native app.
“If you are building a mobile app at the expense of a mobile site you are doing it wrong”
Mobile traffic comes not only from search, but from Mail, Messaging, Social, webview... Multichannel all via URL. Most emails are opened on the phone.
Basic criteria to check when building a mobile site:
Fit content to the screen (Don’t force to scroll!)
Don’t use plugins. Flash, silverlight....
Fonts are readable. Event if it’s mobile friendly, the browser tries to control it.
Links are clickable. Leave at least 7/10mm distance between links!
Resources for Google Dev to see how your mobile-friendly your site is :
Mobile friendly test | Webmaster central | Page speed insights
Also from Google, 25 Principles to help make your site have a more prominent mobile presence (Study from April 2014), like optimising the main Nav, the Form entry. See slides here.
To sum up: “It’s all about reducing friction”
Next speaker was Mike Reynolds, Mobile specialist from IAB. He shared some insights from the Financial service sector:
87% sites from the financial sector is mobile adapted
2/3 of that is Responsive design
All banks have now a mobile app
Barclays is 17th from the app download, but first on financial category. They provide a good UX mobile experience, and expanding on business that can be done on mobile (like pay through your phone using Barclays app, even if you are not a customer)
Interesting fact, from one year to the next, the finance mobile presence increased from 54% to almost 90%.
Sites are not more prepared for mobile, and begin to present a similar experience across devices: “No matter which touchpoint, journey should be the same.”
Also shared an inspiring add where it connected the mobile experience with the live add, worth watching it.
Shane Casells talk about the the journey & conversion across devices:
Main advantage on desktop is the keyboard, while mobiles & tablets are the most personal device (”if someones shows you a picture on his phone... is it okey to swipe...?).
More than ever users start process on one device, and continue in another. Conversion rates don´t present the actual user journey. Numbers show that desktop is converting better with less pages views... and mobile traffic is growing.
Shane suggested that the conversion should actually be Multi-device CvR = Conversions on 1 device % visits across ALL devices.
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