MEET THE MOBILE MASTERS - storage.googleapis.comthe best examples of mobile site usability and...

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Google’s Mobile Site Review People increasingly expect mobile sites to be fast and easy to use. To help brands understand the best examples of mobile site usability and speed, Google has reviewed 316 Travel, Retail, and Finance sites across seven European countries to determine who has mastered mobile and who still needs to pick up speed. Here we summarise the findings in Finance. MEET THE MOBILE MASTERS Getting mobile performance right is critical Finance sites in the Netherlands are the most user-friendly and Sweden and France’s finance sites are the fastest 61% of customers who visit a mobile unfriendly site are likely to go to a competitor’s site. 1 30% of consumers expect a one second or less page load, while 18% expect instant page load. 2 45% are less likely to visit a website again after experiencing poor performance. 3 USER EXPERIENCE SPEED (% of usability principles passed) Average site speed of all reviewed sites - by country All country averages fail our speed benchmark. In fact, we describe a speed of between 2.1 and 4 seconds as poor and a speed of greater than 4 seconds as critical - requiring immediate attention. The Netherlands is top of the list, although 26% of its sites still delivered desktop pages on mobile devices. GOOD: 2 seconds or < POOR: 2.1-4 seconds CRITICAL: >4.0 seconds 5.2 NL 3.9 ES 4.7 IT 4.1 DE 4.1 UK 3.8 FR 3.8 SE FINANCE 65% Netherlands 53% Italy 53% Germany 50% Sweden UK 52% 48% Spain 46% France

Transcript of MEET THE MOBILE MASTERS - storage.googleapis.comthe best examples of mobile site usability and...

Page 1: MEET THE MOBILE MASTERS - storage.googleapis.comthe best examples of mobile site usability and speed, Google has reviewed 316 Travel, Retail, and Finance sites across seven European

Google’s Mobile Site Review

People increasingly expect mobile sites to be fast and easy to use. To help brands understand the best examples of mobile site usability and speed, Google has reviewed 316 Travel, Retail, and Finance sites across seven European countries to determine who has mastered mobile and who still needs to pick up speed. Here we summarise the findings in Finance.

MEET THE MOBILE MASTERS

Getting mobile performance right is critical

Finance sites in the Netherlands are the most user-friendly and Sweden and France’s finance sites are the fastest

61% of customers who visit a mobile unfriendly site are likely to go to a competitor’s site.1

30% of consumers expect a one second or less page load, while 18% expect instant page load.2

45% are less likely to visit a website again after experiencing poor performance.3

USER EXPERIENCE SPEED(% of usability principles passed) Average site speed of all reviewed sites - by country

All country averages fail our speed benchmark. In fact, we describe a speed of between 2.1 and 4 seconds as poor and a speed of greater than 4 seconds as critical - requiring immediate attention.

The Netherlands is top of the list, although 26% of its sites still delivered desktop pages on mobile devices.

GOOD

: 2 s

econ

ds o

r <PO

OR: 2

.1-4

sec

onds

CRIT

ICAL

: >4.

0 se

cond

s

5.2NL

3.9ES

4.7IT

4.1DE

4.1UK

3.8FR

3.8SE

FINANCE

65%Netherlands

53%Italy

53%Germany

50%Sweden

UK 52%

48%Spain

46%France

Page 2: MEET THE MOBILE MASTERS - storage.googleapis.comthe best examples of mobile site usability and speed, Google has reviewed 316 Travel, Retail, and Finance sites across seven European

Linea Directa

IG (SE)

Banknorwegian

Fortuneo

ING-DiBa (DE)

Banque Populaire

SEB

LBB

Nordea (SE)

Hargreaves Lansdown

Handelsbanken (SE)

Co-operative Bank

BRED

First Direct

CIC

HUK24

Spaarrente.nl

Banco Popular (ES)

Unicaja Banco (ES)

Credern Banca

USER EXPERIENCE - European TOP 20 SPEED - European TOP 20

2.3

2.3

2.5

2.5

2.6

2.6

2.6

2.6

2.6

2.7

2.7

2.7

2.7

2.8

2.8

2.0

2.3

ING Direct (IT) was the most user-friendly mobile site that we tested.

Linea Directa, IG (SE), Bank Norwegian and Fortuneo were the only finance sites we tested that passed our benchmark for good site speed (2 seconds or less).

GOOD2 seconds or <

POOR 2.1-4 seconds

CRITICAL >4.0 secondsCRITICAL >4.0 seconds

1.8

2.0

2.0

ING DIRECT (IT)

AA Insurance

OHRA

Centraal Beheer

SBAB

comparethemarket.com

Paypal

Nationale-Nederlanden

SNS Bank

Nationwide

ING (NL)

Moneysupermarket.com

Independer

Verti

HUK24

Co-operative Bank

Rabobank (NL)

FBTO

Gocompare.com

Binck

87%

86%

82%

80%

80%

79%

79%

79%

79%

78%

78%

77%

77%

77%

76%

76%

76%

76%

75%

75%

FINANCE

Page 3: MEET THE MOBILE MASTERS - storage.googleapis.comthe best examples of mobile site usability and speed, Google has reviewed 316 Travel, Retail, and Finance sites across seven European

Centraal Beheer got full marks for its home page.

• The homepage is clean and easy to read.

• The layout guides the user towards the key actions of the site, such as reporting damage, signing in and contacting the bank.

• The number of key actions in the main menu are limited to five items, which makes them easy to scan.

Find out how companies perform at each stage of the customer journey

AA InsuranceNatwestBarclaysCrédit du NordDAB BankHUK24ING DIRECT (IT)Centraal Beheer

Spaarrente.nlING (NL)Rabobank (NL)CZICSIfNordea (SE)

Homepage & Navigation

Sites with 100% scores

comparethemarket.comAA Insurance

Sites with 100% scores Sites with 100% scores

comparethemarket.comIf

On-site search Product pages Registration & Conversion

CENTRAAL BEHEER

Case study Case study Case study Case study

SBAB received the highest score for its search functionality: 82%.

• The search field is always visible to the user – it is not hidden behind a symbol.

• The first search result is always the most relevant.

• It provides guidance when the user gets no search results.

SBAB (SE)

AA Insurance achieved a 100% score for its Product Pages.

• Information is set out in an easily scannable pattern.

• Unlike many retail product pages where a single CTA is sufficient, the AA provide multiple CTAs throughout the product page.

• Tidy and easy-to-read descriptions with important details clearly presented on screen.

AA INSURANCE

The comparethemarket.com mobile website scored 100% for registration and conversion.

• Unnecessary content is stripped back.

• Great use of smart defaults to reduce the effort required. Supporting information is easily accessible.

• Fields are designed to minimise the possibility for human error. Feedback is presented quickly and clearly.

COMPARETHEMARKET.COM

ING DIRECT (IT)

AA Insurance

OHRA

Centraal Beheer

SBAB

comparethemarket.com

Paypal

Nationale-Nederlanden

SNS Bank

Nationwide

ING (NL)

Moneysupermarket.com

Independer

Verti

HUK24

Co-operative Bank

Rabobank (NL)

FBTO

Gocompare.com

Binck

Nationale-Nederlanden

No sites achieved 100% in this stage of the customer journey.

comparethemarket.com

FINANCE

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Next steps

Sites with 100% scorescomparethemarket.comMoneysupermarket.comPaypal Co-operative BankING DIRECT (FR)BREDBNP PARIBAS (FR)

HUK24ING-DiBaTKPostbankConsorsbankBarclaycard (DE)EVO Banco

Sites with 100% scoresCo-operative BankBoursorama

Multi-device and multi-channel

Postbank scored 100% in the category: ‘Multi-device and Multichannel’.

• Multichannel functions like the store finder via GPS or the click-to-call service hotline are implemented in an exemplary manner.

POSTBANK (DE)Case study

Boursorama was one of the top performers, with a 100% score at this journey stage.

• Navigation icons have text explanations underneath.• Advantage is taken of auto-fill whenever possible in

subscription forms.• When doing a Search on a site like Google, results for

Boursorama lead directly to appropriate content within the mobile site.

BOURSORAMA

Case study

Mobile design

Could your mobile website be better? The examples above show good mobile website design, which improves the experience for users and increases conversions for brands. To optimise your own mobile website performance, take the following actions:

1 What Users Want Most From Mobile Sites Today, Google (conducted by Sterling Research and SmithGeiger), US, July 20122 content.akamai.com/PG2920-Performance-Matters.html3 content.akamai.com/PG2920-Performance-Matters.html

Google commissioned the in-depth review of 316 sites in seven European countries, across three verticals, to help businesses understand the best examples of usability and speed performance. We then benchmarked and ranked the best performers.

To generate an independent list of websites to be reviewed, Google used SimilarWeb’s publicly available data to identify the top-20 transactional sites in each country (UK, Germany, France, Netherlands, Spain, Italy and Sweden), and in each vertical (retail, travel, and finance).Google commissioned cxpartners (recognised as experts in user experience, design and strategy) and local partners to independently usability review and benchmark all sites.

Google measured mobile website page speed using the publicly available Web Page Test tool.Some websites were excluded from the usability benchmarks because they didn’t have enough conversion journey stages to review (e.g. those that click-out to third party websites) in order to be compared relative to those that had an end-to-end conversion journey.Due to technical reasons, the page speed of some websites could not be measured through the booking funnel. In this situation we measured the speed of a different but consistent set of pages. But, as these pages were outside of the main booking funnel these websites were excluded from the benchmark. This accounts for the absence of many airline and trainline websites in the benchmarks.

METHODOLOGY

CONDUCT A USABILITY REVIEW OF YOUR MOBILE WEBSITEEngage an independent usability agency to review your full conversion funnel, identify issues, provide recommendations, and prioritise what to test. For further reading on UX principles, see www.thinkwithgoogle.com

MEASURE THE SPEED OF YOUR MOBILE WEBSITEPage speed can be measured using www.webpagetest.org and for a list of elements that can be improved within a page, see testmysite.withgoogle.com

FINANCE