Tag Archives: Think With Google

Designing for Mobile Micro-Moments

Mobile has shaped the way users interact with businesses and brands alike. Nowadays, businesses cannot simply replicate their desktop strategy on mobile; they need to re-think how to build mobile experiences that are useful for clients in their moments of need - those I-want-to-know, I-want-to-go, I-want-to-do, and I-want-to-buy moments throughout the day.

To help app and mobile site developers learn what comprises a best-in-class mobile experience, we’re launching a new mobile design hub on Think with Google: Designing for Mobile Micro-Moments. The new hub features in-depth research on exactly what people expect from a mobile experience.

Learn what makes a best in class mobile experience 

We partnered with AnswerLab to run user studies with more than 100 people, where we tested user's behavior on more than 100 different apps and mobile sites to uncover what led to a seamless experience and what design experiences were problematic or caused frustration to users. The results are two new sets of UX principles with specific recommendations to help you improve your mobile experience and drive conversions:


Start building better mobile sites and apps today

After you’ve identified how to improve your mobile experience, you can find tools and resources to start making improvements. Here are just a few of the resources that are available on the hub:

  • For mobile sites, consider using the latest technologies to create an Accelerated Mobile Page. This dramatically improves the performance of the mobile web and allows rich content to load instantaneously for a speedy, delightful experience. 
  • Research shows that the bounce rate can be as high as 58% for web pages that take nearly ten seconds to load.1 Check Pagespeed Insights to gauge your mobile site’s speed. 
  • Building a native app? Take advantage of Google API and Services to simplify development, grow and engage your user base, and earn money. 
  • Improve the look and feel of your mobile site and app with Material Design.
Learn More

Visit the Designing for Mobile Micro-Moments hub on Think with Google to view the studies and get additional resources to start developing and marketing great mobile sites and apps.

Posted by Jenny Gove, UX Research Lead, Google
1 “Case study: Mobile pages that are 1 second faster experience up to 27% increase in conversion rate” https://www.soasta.com/blog/mobile-web-performance-monitoring-conversion-rate/

Source: Inside AdWords


How to win on Black Friday: insights into store traffic trends

This holiday season, shoppers will turn to their most important shopping assistant — their smartphone — to research, browse and compare products in countless moments throughout the day. This is especially true as shoppers head into stores for one of the biggest shopping weeks of the year. In fact, mobile searches per user were 11% higher in electronics stores and 8% higher in department stores on Black Friday last year compared to other weekends during the holiday season.1

To help you understand where shoppers will be and what to expect, we looked at foot traffic patterns in stores across the U.S. during Black Friday last year. We uncovered some surprising findings that should enable you to better connect with shoppers in and near your stores.

Black Friday shoppers don’t exactly rise and shine
Contrary to the notion that most people head to stores in the morning, we found that Black Friday store traffic tends to peak in the afternoon, typically between 2-4 pm.2 Additionally, since some stores now open on Thanksgiving Day, we also saw an increase in foot traffic on Thursday evening. In fact, department stores now see their peak traffic on Thanksgiving evening between 6-7pm.
Tip for retailers: Allocate enough budget across campaigns to support the increase in traffic as shoppers head to stores. During the afternoon, when store traffic is heaviest, consider increasing your mobile bids. Use the mobile bid adjustment simulator to size your overall mobile opportunity and adjust your bids accordingly.

Black Friday isn’t the holy grail for all stores
For categories like electronics and cellphone stores, it should come as no surprise that Black Friday drives more foot traffic compared to any other weekend during the holiday season; in fact, store traffic is 2x higher in electronics stores and 1.6x higher in cellphone stores on Black Friday.3

However, there are many stores that don’t see their biggest crowds on Black Friday. Shopping malls, superstores & discount stores, and department stores have the highest store traffic on the Saturday before Christmas, while dollar stores have the most foot traffic on Christmas Eve — perhaps due to last minute stocking stuffers.
Tip for retailers: Use location extension targeting to encourage shoppers, who are near your stores, to  choose you. If you already run local inventory ads, which trigger if your product is in-stock at a store nearby, you can add location extension targeting and reach customers who are anywhere from 0.4 to 40 miles from your store.

For more tips and tricks this holiday season, check out our Holiday Shopping Readiness guide and Holiday Shopping Survival guide.

Elizabeth Fabiani, Product Marketing Manager, Google Shopping
1 Google Data, U.S., Aggregated anonymized internal data from a sample of US users that have turned on Location History, from the period November 1 2014 - December 25, 2014.  Queries were considered in-store if they occurred within 20 minutes of a user visit to the store.
2 Google Data, U.S., Aggregated anonymized internal data from a sample of US users that have turned on Location History, from November 28, 2014, Eastern Standard Time 
3 Google Data, U.S., Aggregated anonymized internal data from a sample of US users that have turned on Location History, from the period November 1 2014 - December 25 2014.

Source: Inside AdWords