HCMC, March 17th 2017 Vietnam Mobile Day · Commercial task stats: Google/Ipsos Multiscreen...
Transcript of HCMC, March 17th 2017 Vietnam Mobile Day · Commercial task stats: Google/Ipsos Multiscreen...
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& slide templates
Vietnam Mobile DayHCMC, March 17th 2017
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Melissa NguyenVietnam Country HeadGoogle Marketing Solutions
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Opening Remarks:
Why Vietnam Mobile Day
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Ghislain Le ChatelierRegional Director Southeast AsiaGoogle Marketing Solutions
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Keynote speech:
Why Mobile Website Experience Matters
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HOW DO PEOPLE EXPERIENCESHOPPING ON MOBILE TODAY?
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Confidential + Proprietary
On mobile, entertaining apps dominate time, but sites capture the bulk of transactions
Sources: Time spent stats:http://yahoodevelopers.tumblr.com/post/127636051988/seven-years-into-the-mobile-revolution-content-is;Commercial task stats: Google/Ipsos Multiscreen Industry Study of 29k smartphone users across 9 industries (to be published).
66%SITES
6%APPS
28%SITES &
APPS
PRIMARY CHANNEL FOR COMMERCIAL TASKS
INDUSTRY SNAPSHOT
75% OF AUTOS USERS
60% OF FINANCE USERS
70% OF TRAVEL USERS
71% OF RETAIL & TECH USERS
64% OF LOCAL SERVICES USERS
... USE SITES MORE OFTEN FOR
COMMERCIAL TASKS
90%
10%TIMESPENTON SITES
TIMESPENTON APPS
10%
35%GAMING & ENT.
34%OTHER
31%SOCIAL
USER TIME SPENTON MOBILE DEVICES
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NOT FUNCTIONAL
Find it hard to compare prices
and options
Can’t see level of details or info
Small screen makes it hard
to type
SLOW
Take too long to load
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THAT’S A BIG PROBLEM
(aka OPPORTUNITY)
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Content Performance & Speed
Design &Functionality
1 2 3
What makes a good mobile user experience?
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“Don’t make me think” rule
Each source of frustration during the navigation lower this resource
A visitor comes to your site with a Goodwill resource
When the resource is depleted, the customer leaves the site
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Homepage & Site Navigation
Site Search
Commerce & Conversions
Form Entry
Usability & Form Factor
The common thread in all sections is that mobile users tend to be very goal-oriented - they expect to be able to get what they need from a mobile site easily, immediately, and on their own terms.
25 Design Principles
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Proprietary + Confidential
of consumers will abandon a site if it takes longer than 3 seconds to load.53%
DoubleClick study using Google Analytics data; n=3.7K mSites, 2016.
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Proprietary + Confidential
How fast do Websites in Vietnam load?
Google Research, Webpagetest.org, Global, sample of more than 900,000 mWeb sites across Fortune 1000 and Small Medium Businesses. Testing was performed using Chrome and emulating a Nexus 5 device on a globally representative 3G connection. 1.6Mbps download speed, 300ms Round-Trip Time (RTT). Tested on EC2 on m3.medium instances, similar in performance to high-end smartphones, Feb 2017.
Speed: avg speed index by verticalRecommend speed index
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Proprietary + Confidential
Page speed = $$$
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Proprietary + Confidential
2.2s
Source: “A Beginner’s Guide to Website Speed Optimization”
The Numbers Don’t Lie!When Mozilla increased page speed by2.2 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.
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HOW GOOGLE ENSURESFAST MSITE EXPERIENCE?
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Proprietary + ConfidentialSource: "Using site speed in ranking"
PageSpeed is a ranking signal for Google’s search results
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What is AMP?
Mobile friendlyEasy to implement
Fast Various monetization opportunities
Embrace the open web
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This is AMP on Google Search
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Accelerated Mobile Pages
4x 10x faster less data
0.7 secondsmedian load time
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BEYOND MOBILE SITE
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What is PWA?Stay engaged with app like experiences on the web including
Local caching Add to homescreen
Push Notifications
Available offline
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Confidential + Proprietary
Engage users with home screen icon, fullscreen mode
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Proprietary + Confidential
Mobile friendly websiteBased on 25 msite design
principles
Fast loading mobile siteBased on WPT/Lighthouse on 3G
Speed Index of 5000ms
Today’s goals
1 2
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Thank you
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Nguyễn Hoàng ViệtCTOTiki
27
Tiki - Câu chuyện thành công 1
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1.2% (+70%)Mobile Web Ecommerce
Conversion Rate
-32.36%Bounce rate
5x (+25%)Users on 3 devices spend 5x more
than users on 1 device
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But, before that
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Tiki ❤� mobile app
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What we think it looks likeResearch
(google.com, marketing channels)
Tiki.vn Purchase
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> 3%Mobile app ecommerce conversion rate
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What it really looks likeResearch
(google.com, marketing channels)
Tiki.vn Purchase
60%
40%
30%
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Users acquired from Mobile App are most likely to make 2nd order, making it the most valuable platform for re-engage return customers
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Users acquired from Mobile Web are most likely to make a purchase, but on other platforms. They tend to research on Mobile Web, but then come to other platforms
to Add to Cart again & make purchase.
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What we need to do ?● Page loading time as a very important feature● UX: ensure smooth cross device experience for users● Acquire new Mobile users aggressively
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Before
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After
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Cable
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2G & 3G
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1.2% (+70%)Mobile Web Ecommerce Conversion Rate
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How we achieved it
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How we achieved it● Using HTTP/2 & HTML Import● Using web-component + shadow dom● Pre-cache using Service Worker● Lazy-load other resources only on demand● Activating Push Notifications in the web app
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What’s next ?
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Completely new UX
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Faster
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X2 Hypothesis Conversion Rate
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50
Thank you
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Nguyễn Văn TìnhDeputy CTOVNExpress
51
VNExpress - Câu chuyện thành công 2
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Giới thiệu
▪ VnExpress ra mắt vào ngày 26/02/2001
▪ Là tờ báo điện tử đầu tiên, và là báo
tiếng Việt có nhiều người đọc nhất hiện
nay.
▪ Hơn 40 triệu lượt xem / ngày
▪ Hơn 8 triệu độc giả thường xuyên /
ngày
▪ Đạt 15.8 tỷ lượt xem trong năm 2016
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Lộ trình phát triển
2001 2007 2013 2017
PC PC PC + Mobile Multi screen
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2012 - Thời điểm bắt đầu
▪ Bắt đầu chuyển đổi nền tảng
công nghệ từ .NET sang Open
Source
▪ Tồn tại 2 phiên bản website
desktop và mobile riêng lẽ
▪ Mobile chỉ là một phiên bản
lượt rút gọn của desktop
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2013 - Bước chuyển mình▪ Dịch chuyển các dịch vụ sang
giao diện tùy ứng (Web
Responsive)
▪ Đầu 2013, tỷ lệ người dùng
mobile của VnExpress ~25%,
trong đó khoảng 6.5% là tablet
▪ Bounce rate 70%, time on site
trung bình 2 phút, số trang đọc
trung bình 3 / session.
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2014 - 2017 Không ngừng tối ưu hoá
▪ Phân tách tất cả tài nguyên tĩnh (css, js, images)
của mobile riêng
▪ Dung lượng hình ảnh được nén ở mức tối thiểu
▪ Giảm số lượng các box không cần thiết, lượt text,
hình ảnh, hiệu ứng không cần thiết
▪ Tuân thủ các qui tắc tối ưu theo đề nghị từ
PageSpeed của Google: Above the fold, xử lý các
render blocking resource, cấu trúc trang html...
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Cơ cấu người dùng
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Người dùng đọc trang nhiều
gấp 2 lần -40%Tỷ lệ thoát
Thời gian đọc trung bình
tăng 2.3 lần
Kết quả đạt được
4s thời gian load trang
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Thank you
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Panel Discussion
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take a break