Masters of Mobile

MASTERS OF MOBILE

APAC Report 2018 EXECUTIVE SUMMARY

Consumers have high expectations of mobile sites, which play a critical role in their purchase decisions. 53% of them will abandon a mobile site that takes more than 3 seconds to load.1 In APAC, 60% of consumers conduct pre-purchase research on smartphones2.

Google commissioned Accenture Interactive to benchmark the user experience of the highest-trafficked mobile sites in APAC. The research assessed over 720 mobile sites across three industries – financial services, retail and commerce, and travel – in 15 countries across Asia Pacific.

The next steps for many sites in APAC are to go from good to great. Most sites achieved average to above-average scores, doing best on product pages and worst on speed.

Monex Securities (JP), CaratLane (IN) and HK Express (HK) top their industries as mobile masters in the region. This report celebrates the top ten sites in each industry and showcases what they do as best practices. 1. Google Research, Webpagetest.org, sampled 11M global mWeb domains loaded using a globally representative 4G connection, Jan. 2018. 2. Google/Kantar TNS, “Path to Purchase Study”, March 2017, IN, AU, NZ, JP, KR, CN, TW, KR, SG, TH, VN, MY, ID, PH, Copyright © 2018 Google. Research provided by Accenture Interactive. All rights reserved. n=26,000+ respondents. MOBILE PLAYS A CRITICAL ROLE IN CONSUMERS’ PURCHASE DECISIONS

Smartphones act as a catalyst for consumers to do research in the moment, which 60% 79% 55% often triggers a of APAC consumers do of APAC consumers will of APAC consumers visit to the store pre-purchase research still look for information who purchase online or a purchase online using a smartphone online, even at the point prefer to do it on of sale in store a smartphone1

1. All data in slide from: Google/Kantar TNS, “Path to Purchase Study”, March 2017, IN, AU, NZ, JP, KR, CN, TW, KR, SG, TH, VN, MY, ID, PH, Copyright © 2018 Google. Research provided by Accenture Interactive. All rights reserved. n=26,000+ respondents. AS A RESULT, CONSUMERS HAVE HIGH EXPECTATIONS FOR MOBILE SITES Brands that do not prioritise great mobile experience risk poor conversions.

53% 20% 73%

of consumers will drop in conversions of consumers in APAC leave a mobile site experienced for every are more likely to purchase from that takes longer than second of delay in mobile sites that make it easy to three seconds to load mobile page load time1 purchase or ﬁnd answers2

1. Google Research, Webpagetest.org, sampled 11M global mWeb domains loaded using a globally representative 4G connection, Jan. 2018. Copyright © 2018 Google. Research provided by Accenture Interactive. All rights reserved. 2. Google/Kantar TNS, “Path to Purchase Study”, March 2017, IN, AU, NZ, JP, KR, CN, TW, KR, SG, TH, VN, MY, ID, PH, n=26,000+ respondents. WHY THIS RESEARCH?

JP KR To help brands elevate their mobile site experience, Google CN commissioned Accenture Interactive to seek out the top-performing PK mobile sites in ﬁnancial services, retail and commerce, and travel across TW

Asia Paciﬁc and to celebrate what make these sites great. VN

IN TH HK PH MY SCALE OF THIS RESEARCH: SG

720+ mobile sites assessed ID

15 countries in 5 sub-regions covered AU

80 UX industry best practice guidelines used NZ

45 specialists and engineers involved

Copyright © 2018 Google. Research provided by Accenture Interactive. All rights reserved. HERE’S HOW WE MEASURE A GREAT MOBILE EXPERIENCE We deﬁne mobile experience score as the percentage of best practices passed in and weighted equally across the categories below. We hail sites as Masters of Mobile if they rank in the top 5 of their respective industries.

MOBILE EXPERIENCE SCORE

PRODUCT REGISTRATION AND MOBILE FINDABILITY* SPEED** PAGES* CONVERSION* DESIGN*

Does the on-site search and Is key written and visual product Are registration and payment Are the site pages designed for Is the site performance relevant features (e.g. ﬁlter) information presented clearly forms easy to complete? Is the mobile? Do they provide clear optimised for mobile? Do help users quickly ﬁnd and consistently? Are there user is offered simple, safe headings and well laid-out pages load quickly enough to the right product? prominent calls to action? options to transact? content? Is branding consistent? not disrupt the site experience?

* The ﬁrst four mobile categories are assessed by UX specialists based in this region. Copyright © 2018 Google. Research provided by Accenture Interactive. All rights reserved. ** Speed is measured through an automated process reviewed and managed by web speed performance engineers. APAC OVERVIEW

Mobile websites in this region could focus on speed to take their sites from good to great

100

The majority of sites in the study meet or 90 surpass benchmark expectations when it 80 SUGGESTED comes to best practice implementations. STANDARD For many sites, one way they can go from 70 good to great is to focus on speed, on 60 which they scored the lowest of all the categories. 50

Average Score for Region 30

20 73% 86% 75% 81% 53%

10 ✓ ✓ ✓ ✓ ! 0 FINDABILITY PRODUCT REGISTRATION MOBILE SPEED PAGES & CONVERSION DESIGN

Speed scores per APAC subregion compared against the suggested standard

100 What do these scores mean? 90 Percentage scores have been calculated by normalizing 80 SUGGESTED Speed Index measurements of all brands that are part of STANDARD this study.

70 Speed Index (read in milliseconds) measures how visually available a particular page is to the customer when 60 APAC loaded. The lower the score, the faster the page is AVERAGE rendered and the content is visually made available to the 50 customer, even if the rest of the page is not ready yet.

Score (%) 40

30 73% 63% 55% 55% 47% APAC LEGEND 20 Good <5500 (>80%) 6715 10 Speed 8113 9168 9279 10286 Average 5500 - 8500 (60-80%) Speed Index Speed Index Speed Index Speed Index Index

0 Poor >8500 (<60%)

GREATER S.E. ASIA INDIA AU & NZ JAPAN CHINA

Our top speed recommendations for APAC

83% of mobile sites surveyed can 67% of mobile sites surveyed can 59% of mobile sites surveyed can improve their speed this way: improve their speed this way: improve their speed this way:

Ensure textual and image Enable caching on the Identify and ﬁx contents are compressed browser side backend bottlenecks

● Use gzip compression for ● All server responses should specify ● Inspect existing infrastructure transferring compressable a caching policy to help the client using application performance responses determine if and when it can reuse management tools ● Compress and pick the right settings a previously fetched response ● Fix performance bottlenecks for your images including format, ● Implement a monitoring solution quality and size and more to alert for any anomalies ● Use Progressive JPEGs to improve perceived performance

Copyright © 2018 Google. Research provided by Accenture Interactive. All rights reserved. Every interaction we design starts on a mobile screen and “adapts to a larger device. It forces us to question what’s FINANCIAL SERVICES important, what people really need to see, and how we can make it simpler. MEET THE MOBILE MASTERS ” Tony Jones, UX Lead at ME Bank

Consumers increasingly expect mobile sites to be fast and easy to use. We reviewed the 238 most traﬃcked ﬁnancial services websites in APAC for their user experience including speed, ** and list the top 10 scoring sites below. BEST IN CLASS: CATEGORY

AU CN HK Findability – Top in class (100%)

1 BankSA 84% 1 China Construction Bank 81% 1 IG Group 86% BankSA, ME Bank and Saison Card

2 ME Bank 84% 2 CIB 77% 2 DBS Bank* 82% Product pages – Top in class (100%) 3 Westpac 81% 3 Lakala 77% 3 China Construction Bank 78% AEON, BankSA, Daiwa Securities, Idemitsu Card, IG IN* JP MY Group, Matsui Securities, ME Bank, Monex Securities, NTUC Income and Saison Card

BankBazaar 1 Monex Securities 88% 1 Maybank 77%

IIFL 2 Saison Card 87% 2 Hong Leong Bank 71% Registration and conversion – Top in class (100%)

Kotak Mahindra Bank 3 Matsui Securities 85% Daiwa Securities

SG TH TW Mobile design – Top in class (100%) Monex Securities and Saison Card 1 NTUC Income 83% 1 AEON 86% 1 Cathay Bank 75%

2 POSB Bank 82% 2 Tai Shin Bank 75% 2 Citibank 77% 3 Phillip Securities 82% 3 KTC 74%

* The brands in India are presented in alphabetical order. ** For these global brands, scores (with the exception of speed) were taken from reviews conducted in another country. *** Individual speed ranks are omitted in this report as poorly designed sites can load very quickly. For this report, speed should be considered a function of Copyright © 2018 Google. Research provided by Accenture Interactive. All rights reserved. overall user experience. HERE’S HOW THE MOBILE MASTERS DO IT

Take a look at how the leading ﬁnancial services ﬁrms in APAC are doing so well

REGISTRATION FINDABILITY PRODUCT PAGES MOBILE DESIGN AND CONVERSION

ME Bank’s on-site search experience Daiwa Securities uses good quality ME Bank’s application forms are NTUC Income makes their site feel is top-notch—search is always easy compressed images and a clear simple, only ask for what is needed, easy to use by avoiding visual clutter, to ﬁnd and results are organised and layout to display product information give clear instructions and reasons having appropriately large touch easily scannable. in an easily readable and for requesting private information. targets and by labelling icons. understandable way.

AU JP AU SG

Our top recommendations for ﬁnancial service sites across Asia Paciﬁc

68% of sites surveyed can improve 67% of sites surveyed can improve 55% of sites surveyed can improve ﬁndability this way: ﬁndability this way: mobile design this way:

Use autocomplete to suggest When there are no matching Avoid carousels, or at popular searches search results, provide some least let users control them next steps or guidance

New visitors may not always know what the It can be diﬃcult and annoying to process most appropriate search terms are or how Dead ends in a shopping journey can leave information on moving images. If a carousel the site is organised, so autocomplete users lost. Suggestions, guidance or at least must be implemented, it should not provides valuable assistance. Typing is also a message telling users what went wrong auto-rotate and users should be able to see error-prone on mobiles and autocomplete give potential customers an idea of what that they can control it (e.g. arrow buttons, helps mitigate this, saving valuable time. they can do next to continue. dots to indicate multiple images).

Copyright © 2018 Google. Research provided by Accenture Interactive. All rights reserved. We understand how important website loading speed is “for conversion rate and that we’re living in mobile era. Therefore, we set a challenging KPI for our IT team to optimize loading speed to under 2.5 seconds, both on PC and RETAIL & COMMERCE mobile. We also spread our mobile-ﬁrst mindset in every activity to make sure everything displays fast and well on MEET THE MOBILE MASTERS mobile devices. ” Tung Nguyen E-Commerce Director at Điện máy Xanh

Consumers increasingly expect mobile sites to be fast and easy to use. We reviewed the 352 most traﬃcked retail and commerce websites in Asia Paciﬁc for their user experience including speed, and list the top 10 scoring sites below. BEST IN CLASS: CATEGORY**

AU CN HK 1 Target 83% 1 JD.com 86% 1 iHerb 88% Findability – Top in class (94%) 2 Banggood* 79% 2 Qichedaquan 82% 2 Huawei 85% Target

3 Etsy 78% 3 Weipinhui 82% 3 Ruten 85%

ID IN* JP Product pages – Top in class (93%) ASUS 1 Qoo10 89% Amazon 1 Amazon 83% 2 Bhinneka.Com 87% CaratLane 2 Sanrio 83% 3 Amazon* 86% Flipkart 3 ToysRUs 82% Registration and conversion – Top in class (95%) iHerb, Qoo10, Target and The Warehouse MY PH SG 1 Shopee* 78% 1 Amazon* 87% 1 iHerb 89% Mobile design – Top in class (100%) 2 Lazada* 77% 2 Apple* 80% 2 Qoo10 88% 3 11STREET 73% 3 Globe* 80% 3 Amazon 87% Bhinneka.Com, Điện máy Xanh, Thegioididong.com and the Warehouse TH TW VN 1 Thegioididong.com 89% 1 Amazon* 87% 1 ASUS 87% 2 Điện máy Xanh 87% 2 eBay 82% 2 Ruten 81% 3 Amazon 80% 3 Amazon 87% 3 Lazada* 80%

REGISTRATION FINDABILITY PRODUCT PAGES MOBILE DESIGN AND CONVERSION

CaratLane suggests search terms Thegioididong.com uses sharp, The Warehouse’s checkout process Bhinneka.com’s mobile site design based on similar popular searches, product images and presents product makes ﬁlling out mobile forms quicker gives a consistent experience across helping potential customers quickly details in easy-to-read tables to make by providing address suggestions and devices, lets users control carousels ﬁnd what they want. product comparison effortless. real-time feedback for errors. and avoids overly cluttering pages.

IN VN NZ ID

81% of sites surveyed can improve 56% of sites surveyed can improve 51% of sites surveyed can improve product pages this way: registration and conversion this way: registration and conversion this way:

Allow users to save products Showcase the tangible beneﬁts Allow users to purchase to a guest wishlist of creating an account products as guests

On sites with a wide selection of products, There’s no shortage of account beneﬁts for Making accounts mandatory for checkout guest wishlists prevent choice paralysis by most retail sites. But not making potential adds friction to the conversion process, as it letting users narrow down to and compare a members aware of these means that new requires additional decision-making and select few. Not having a guest wishlist is a users may miss out on why they should take effort from potential customers. This missed opportunity to help users along their the additional steps to create an account, increases the likelihood that users will not purchase journey. losing many sites an opportunity to convert. complete their purchase.

Copyright © 2018 Google. Research provided by Accenture Interactive. All rights reserved. We understand that a complete mobile experience is very “important to travelers and that's why we are aggressively TRAVEL investing in innovation and an optimized product for our mobile-savvy customers. MEET THE MOBILE MASTERS ” Murari Gopalan, VP Marketing at Expedia

Consumers increasingly expect mobile sites to be fast and easy to use. We reviewed the 258 most traﬃcked travel websites in Asia Paciﬁc for their user experience including speed, and list the top 10 scoring sites below BEST IN CLASS: CATEGORY**

AU CN HK 1 Viator 85% 1 Alitrip 85% 1 HK Express 90% Findability – Top score (95%) 2 Singapore Airlines 85% 2 Qunar 83% 2 Hotels.com* 86% Expedia, Hotels.com and redBus.in 3 Hotels.com 84% 3 Lvmama 83% 3 Klook* 85%

ID IN* JP Product pages – Top score (100%) 1 Traveloka 84% Cleartrip 1 Hotels.com 83% Singapore Airlines 2 Booking.com* 82% Jet Airways 2 Toyoko-inn 82% 3 Airy Rooms 80% redBus.in 3 Expedia 81% Registration and conversion – Top score (100%) MY PH SG HK Express and Singapore Airlines 89 1 Expedia* 88% 1 Hotels.com* 88% 1 Expedia 87% %88 2 Traveloka* 84% 2 Travelbook 83% 2 Hotels.com* 86% % Mobile design – Top score (93%) 3 Easybook 80% 3 Booking.com* 82% 3 Traveloka 85%8 Fliggy, Klook and Viator

TW VN TH Hotels.com* 86% 1 Eva Air 87% Expedia* 88% 1 1 2 Hotels.com* 86% 2 Expedia* 86% 2 Traveloka* 78% 3 Traveloka* Expedia* 83% 3 85% 3 Mytour 75%

Take a look at how the leading travel brands in Asia Paciﬁc are doing so well

REGISTRATION FINDABILITY PRODUCT PAGES AND CONVERSION MOBILE DESIGN

Clean formatting and carefully Hotels.com uses a consistent layout HK Express has a booking process KLOOK’s well-designed mobile site selected content makes redBus.in’s for accommodation information, that is clean of unnecessary links and pages use high-quality images and search results painless to scan. making it straightforward for users to clearly indicates progress through reasonably spaces out content to Filters are also well-implemented. compare their options. each step of the booking journey. ensure that there is no clutter.

IN JP HK HK

Our top recommendations for travel sites across Asia Paciﬁc

61% of sites surveyed can improve 69%55% ofof sitessites surveyedsurveyed cancan improveimprove 36% of sites surveyed can improve product pages this way: ﬁndabilityregistration this and way: conversion this way: registration and conversion this way:

Allow users to save travel UseClearly visible highlight spell-correct mistakes in in Ensure that input boxes in options to a guest wishlist sitebooking searches forms in real time forms are correctly tagged for autoﬁll

On sites with a wide selection of products, It’sForm easy entry to makemistakes spelling are unavoidable mistakes on on guest wishlists prevent choice paralysis by smartphonesmartphones—not keyboards. highlighting Not providing errors to Form entry is generally more troublesome letting users narrow down to and compare a automaticusers in real and time visible adds spell-correct the friction ofmeans only and inconvenient on a mobile device. By not select few. Not having a guest wishlist is a thatdiscovering potential and customers having to may search not forrealise errors implementing autoﬁll or doing it incorrectly, missed opportunity to help users along their whatwhen happened users try to and proceed how to with ﬁx the the issue next if sites increase the hassle and inconvenience purchase journey. theystage see in theirunexpected booking search or checkout. results. for users and create barriers to conversion.

UNCOVER DESIGN AND TEST CUSTOMER INSIGHTS IMPLEMENT SOLUTIONS AND LEARN

Identify areas where customers typically Set goals and prioritize ﬁxing these gaps in Commit to continuous testing and drop off on their user journey through your user experience. improvements to your website. Delighting quantitative analyses like web analytics your users with great user experience is reports and qualitative analyses. Identify solutions to help you get started. never a one-off process! The Web Fundamentals site is a great Engage in user testing to understand place for usability inspiration, the latest Monitor your mobile site’s speed regularly common customer pain points within the tools and technologies and guidance on with Webpagetest or through your analytics ﬁve user experience categories. how you can leverage them to solve reports. customer pain points.

CUSTOM USABILITY HEURISTICS SPEED METRICS BRAND EXCLUSION

We developed a custom set of best practices for this WebPageTest was used to conduct synthetic tests of Some recognised brands may be missing from this evaluation. These were originally derived from a large website speed on emulated mobile network conditions. study because they did not meet the criteria for scale mobile website usability evaluation led by Jenny The metric “Speed Index” was selected to determine the inclusion. Examples include: Gove for Google in 2014.3 Over the last four years, these brand’s performance score. Once WebPageTest gathered have been updated to reflect changing best practices the the speed index measurements for your website, a 1. Sites which only drive conversions offline and to include specific customisations for retail, travel scoring logic converts the speed index into a speed score through a phone call or visit to store/branch and financial websites. In addition, the version used for between 0 and 100 which is normalised against APAC 2. Sites that redirect to another brand that is this study has customised guidelines specific to the region. The score is calculated for 4 key pages for a already included APAC region, which has unique regional cultural particular website (which includes the homepage, search 3. Meta-search engines which drive conversions variations for usability. Usability scores for Findability, page, product detail and registration/signup page). As on other sites Product Pages, Registration & Conversion, and Mobile speed metrics tend to be skewed, Speed Index scores are 4. Branding or informational sites without Design are displayed using the mean. displayed using the median. conversion journeys 5. Local transit sites for commuters and government service websites USER STORY TO REVIEW BRAND SELECTION 6. Cryptocurrency websites 7. Telecommunications brands that only sell An user story was provided to help users assess the site We selected the highest trafficked sites in each country contracts. from the customer’s perspective, detailing: up to December 27, 2017 (SimilarWeb). To qualify for inclusion, websites needed to: ● A core task for the user to complete DATES OF ASSESSMENT ● The reason for performing that task 1. Be a B2C site ● The wider context for the task 2. Be a transactional site (i.e. possible for the user Usability reviews for your region were conducted between to complete a conversion/financial quotation April 7 - August 30, 2018. Speed measurements were journey online on that site). conducted between July 16 - July 25, 2018.

Copyright © 2018 Google. Research provided by Accenture Interactive. All rights reserved. 3. Google I/O 2014 - Design principles for a better mobile web. June 2014. http://bit.ly/2vaNrIK APPENDIX: COUNTRY BENCHMARK MOBILE MASTERS: AUSTRALIA