Connect with Google: Digital Marketing Workshop 2017


landscape ideas with bricks

landscape ideas with hydrangeas

landscape ideas with pool

landscape ideas with railroad ties

landscape ideas for backyard with dogs

landscape ideas to hide electric box

landscape ideas near deck

landscape ideas for privacy

Confidential, Property of Search Influence © 2017Source: Hubspot

https://docs.google.com/file/d/0B9_LVQrpRuzYX3dCTzgxX1VtNVU/preview

https://www.hubspot.com/marketing-statistics

Local Industry

Confidential, Property of Search Influence © 2017Source: BrightLocal

http://searchengineland.com/88-consumers-trust-online-reviews-much-personal-recommendations-195803

Confidential, Property of Search Influence © 2017Source: AutoSweet

http://www.autosweet.com/reaching-your-audience/


●

●

Confidential, Property of Search Influence © 2017Source: Hubspot

2-6%

https://docs.google.com/file/d/0B9_LVQrpRuzYX3dCTzgxX1VtNVU/preview

https://www.hubspot.com/marketing-statistics

Proprietary + ConfidentialProprietary + Confidential

Proprietary + Confidential

The Customer-Centric Search Experience

ANN PAYNEAgency Development

Manager

http://www.youtube.com/watch?v=vNOllWX-2aE

Every 8 minutes, a small business in the United States closes its doors for good.

“The consequences of a customer-led, digital-centric market are becoming clearer and starker.”

- Forrester Research’s 2017 Predictions

“...bouncing from one site to another on a whim”

Confidential + ProprietaryGoogle Confidential and Proprietary

Would you wait in this line?

Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem


Source: The stress of streaming delays, Ericsson Consumer Lab, Neurons Inc., February 2016

Users associate mobile load time with stressful situations

The level of stress caused by

mobile delays compares to

watching a horror movie

Waiting in line at retail

store

Watching a melodramatic

TV show

Standing at the edge of a

virtual cliff

Watching a horror movie

Experiencing mobile delays

Solving a math problem

https://www.ericsson.com/res/docs/2016/mobility-report/emr-feb-2016-the-stress-of-steaming-delays.pdf

Source: www.webpagetest.org

How fast is your site?SLOW

virginamerica.com extraspace.com bankofamerica.com

3.6s

bloomingdales.com

10.9s 10.9s 7.6s

http://www.webpagetest.org

http://www.youtube.com/watch?v=WPajfV5E9a4



dissatisfied visitors will never return to a

website where problems have

occurred

53%of visitors

abandon a site if it takes >3 sec

to load



Mobile pages with 1 second shorter load times achieve up to 27% higher conversion rates

Source: Case study: Mobile pages that are 1 second faster experience up to 27% increase in conversion rate, SOASTA, September 2015

Pages with load times under 2.4 seconds and lower conversion rates are most likely 404/error pages.

180,000

160,000

140,000

120,000

100,000

80,000

60,000

40,000

20,000

0

1.2 1.5 1.8 2.1 2.4 2.7 3.0 3.3 3.6 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

Load time (in seconds)

Sess

ions

Sessions Conversion rate (%)

Conversion rate 1.9 %

Conversion rate 1.5 %

http://www.soasta.com/blog/mobile-web-performance-monitoring-conversion-rate/



2.2s When Mozilla decreased load time by 2.2 seconds, Firefox download figures rose by 15.4 percent, or 10 million per year!

Walmart saw 2 percent increase in conversion rates for every 1 second improvement in page load times.

Mozilla and Walmart experienced success by improving mSite page speed

Source: A beginner’s guide to website speed optimization, Kinsta, January 2017

https://kinsta.com/learn/page-speed/



Remember:Customers are empowered Expectations for relevance and a frictionless experience have never been higher

Speed is the most underrated element of user experienceMobile pages with 1 second shorter load time achieve up to 27% higher conversion rates

thank you


Graveyard

75Requests Counted

1.0 MBPage Weight

5000 msLoad Time

You can’t fix what you can’t measure. Targets to aspire for:Metrics That Matter

TARGET

Prioritize toward improving your mobile site with these target KPIs:● Request counts are good for most customers. Simplified page layout and design helps keep

requests under 100 -- try to get under 75 if possible.● Page weight is far above 1.0 MB for most customers. Large image sizes is the biggest

culprit.● Prioritize content on landing page to load important elements (brand, value proposition,

calls to action). Use chrome analytics extension to see highest engagement elements.● Aim for a MOBILE LOAD TIME (Speed Index) under 5s on a Mobile 3G

connection

PRO TIP: Take a picture of this slide and give this to your developer team.

https://chrome.google.com/webstore/detail/page-analytics-by-google/fnbdnhhicmebfgdgglcdacdapkcihcoh



A New Way of Searching



Who is using it?

By age



When and why are they using it?


Keywords are getting longer

have a pepperoni pizza delivered

People, when it matters.

Create 3-4 bullet points that are triggers

Connect with Google: Digital Marketing Workshop 2017

Marketing

Transcript of Connect with Google: Digital Marketing Workshop 2017