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Masters of Mobile

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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 40 Average Score for Region Score Average 30 20 73% 86% 75% 81% 53% 10 ✓ ✓ ✓ ✓ ! 0 FINDABILITY PRODUCT REGISTRATION MOBILE SPEED PAGES & CONVERSION DESIGN Copyright © 2018 Google. Research provided by Accenture Interactive. All rights reserved. LOOKING INTO SPEED 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 (%) 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 Copyright © 2018 Google. Research provided by Accenture Interactive. All rights reserved. HOW TO IMPROVE SPEED 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. INDUSTRY INSIGHTS FINANCIAL SERVICES 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 Citibank 77% 2 Tai Shin Bank 75% 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.
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