Improve high-traffic, poor user-experience mobile pages
Maile Ohye
@maileohye
November 26, 2013
“50% of people said that even if they like a business, they will use them less often if the website isn't mobile-friendly.”
http://googlemobileads.blogspot.com/2012/09/mobile-friendly-sites-turn-visitors.html
Google, “What Users Want Most From Mobile Sites Today”
Ranking demotions for poor experience smartphone pages
Avoid incorrect redirects for smartphone users to:
Smartphone crawl errors, such as faulty redirects, now available in Webmaster Tools!
Helpful prerequisites
Agenda
Part 1. Identify the problem
Part 2. Make Improvements
Agenda
Part 1. Identify the problem
Part 2. Make Improvements
Segment data between desktop and mobile (and tablet if you feel ambitious)
Desktop Traffic segment
Mobile Traffic segment
Mobile and Desktop Traffic segments
High-level mobile traffic issues
Check for significantly lower:
Mobile traffic looks correctly proportional to desktop for customers’ country
High-level mobile traffic issues
Check for significantly fewer:
Return visits on mobile are proportional to desktop
Compare desktop user flow
20% go to shopping homepage,
53% dropoff
Mobile user flow
12% go to shopping homepage, 59% dropoff
Landing page issues
/You+Tube/page
/You+Tube/ product page shows double the average mobile bounce rate
/Accessories/
Google+Watch+Set.axd page
/Accessories/Google+Watch+Set.axd shows 4x average bounce rate!
/Google+Redesign/Wearables/Men+s+T+Shirts/
page
/Google+Redesign/Wearables/Men+s+T-Shirts/ shows 3x higher mobile bounce rate than desktop!
Track mobile user behavior with Events
<a href="http://www.example.com/page.html"
id="full-site-link">Full site</a>
...
var fullSite =
document.getElementById('full-site-link');
addListener(fullSite, 'click', function() {
ga('send', 'event', 'Mobile site functionality',
'click', 'Full site');
});
...
Add Event to track click on “Full site” link
Google Analytics Events
Track clicks to full (desktop) site
Agenda
Part 1. Identify the problem
Part 2. Make Improvements
Agenda
Part 1. Identify the problem
Part 2. Make Improvements
Sort by pageviews
Average page load time
Site Speed Page Timings
Displays relative page load times
/You+Tube/ page shows 350% above average load time!
Site Speed Page Timings
Site Speed Suggestions
Use devices to test, else try Chrome Developer Tools
Mobile User Agents
Attempt to replicate issues on mobile devices
Usability improvement
Tiny fonts and buttons
Difficult to close pop-up window
Content improvement
No frustrating pop-up windows like on category pages
Similar small buttons and fonts like the rest of site
Traffic Sources further segments users
Landing Pages >
Mobile Traffic > Secondary dimension:
Source >
Pie chart view
Pie chart view
82% of visitors are searchers
Webmaster Tools > Top Pages
View queries that bring searchers to top pages
Filter by mobile
Select mobile site
Search traffic to this page nearly entirely from
[google watch] query
Search results show mismatch in expectations
[google watch] searchers want smart device
Improvement options to bring qualified traffic:
Follow mobile development best practices
HTML5 Rocks
html5rocks.com/mobile
Building smartphone-Optimized Websites:
developers.google.com/webmasters/
smartphone-sites/
Think Insights:
google.com/think/mobile
PageSpeed: developers.google.com/speed