Australia | New Zealand Regional Report 2018 Consumers Have High Expectations of Mobile Sites, Which Play a Critical Role in Purchase Decisions

Australia | New Zealand Regional Report 2018 Consumers have high expectations of mobile sites, which play a critical role in purchase decisions.

Google commissioned Accenture Interactive to benchmark the user experience of the highest-trafficked mobile sites in APAC.

There's a huge opportunity for breakout performance in Australia and New Zealand for brands that optimize their site speed.

BankSA, The Warehouse and Viator top their industries as mobile masters in the region.

1. 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. 2. Google/Heart+Mind Strategies, “Getting Things Done on Mobile,” Feb. 2018, AU, JP, n=1409, A18+ smartphone users in Copyright © 2018 Google. Research provided by Accenture Interactive. All rights reserved. Australia and Japan. Smartphones act as a catalyst for consumers to do research in the moment, which often triggers a of consumers in of Australian consumers of Australian visit to the store Australia on average act on this search, often consumers will still or a purchase do pre-purchase visiting a store or making look for information research online using a purchase online, even at the point a smartphone of sale in store.1

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

of consumers will drop in conversions of Australian consumers leave a mobile site experienced for will abandon a poorly designed that takes longer than in mobile site for an alternative that mobile page load time2 3

2. Google Research, Jan, 2018. Webpagetest.org, sampled 11M global mWeb domains loaded using a globally representative 4G connection. Copyright © 2018 Google. Research provided by Accenture Interactive. All rights reserved. 3. Google/Heart+Mind Strategies, “Getting Things Done on Mobile,” Feb. 2018, AU, JP, n=1409, A18+ smartphone users in Australia and Japan. JP KR To help brands elevate their mobile site experience, Google partnered CN with Accenture to seek out the top-performing mobile sites in financial PK services, retail and commerce, and travel across Asia Pacific and to TW

celebrate what make these sites great. VN

IN TH HK PH MY SG

mobile sites assessed ID

countries in sub-regions covered AU

UX industry best practice guidelines used NZ

specialists and engineers involved

36 mobile sites assessed 39 mobile sites assessed 29 mobile sites assessed 28 banks 33 e-commerce firms 15 airlines 4 insurers 6 retailers 7 hotels 4 trading firms | others 7 travel aggregators | others

Copyright © 2018 Google. Research provided by Accenture Interactive. All rights reserved. We define mobile experience score as the percentage of best practices passed in and weighted equally across the categories below. We hail sites as if they rank in the top 5 of their respective industries.

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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?

68% 71% 70% Industry Average Industry Average Industry Average

100

Most mobile sites in this region take too 80 long to load with a speed average of 70 55%. On average, they score well in every other category. 60

10 ✓ ✓ ✓ ✓ ! 0

100

90 Percentage scores have been calculated by normalizing Speed Index measurements of all brands that are part of 80 this study.

80% Speed Index (read in milliseconds) helps measures how 70 visually available a particular page is to the customer when loaded. The lower the score, the faster the page is

60 5500 rendered and the content is visually made available to the Speed Index customer, even if the rest of the page is not ready yet. 50 58% 55%

40 8748 Speed Index 9279 30 Speed Index Good <5500 (>80%) 20 Average 5500 - 8500 (60-80%)

10 Poor >8500 (<60%)

of mobile sites surveyed can of mobile sites surveyed can of mobile sites surveyed can improve their speed this way: improve their speed this way: improve their speed this way:

● 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 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 36 most trafficked financial services websites in Australia and New Zealand for their user experience including speed, and list the top 5 scoring sites below.

Findability – Top in class (100%) ASB Bank, BankSA, Bankwest, ME Bank and Westpac

Product pages – Top in class (100%) ANZ, BankSA, Bankwest, BNZ, Latitude Financial, ME Bank, and Westpac

Registration and conversion – Top in class (100%) Latitude

Mobile design – Top in class (92%) BankSA, BNZ, ME Bank, RACQ

ME Bank’s on-site search On BNZ’s, skimming complex ME Bank’s application forms are RACQ showcases good mobile experience is top-notch—search is products is a breeze when important simple, only ask for what is needed, business site design by having always easy to find and results are information and benefits are give clear instructions and reasons clear headings, a clean layout and organised and easily scannable. presented clearly and consistently. for requesting private information. serving all pages over HTTPS.

of sites surveyed can improve of sites surveyed can improve of sites surveyed can improve registration and conversion this way: findability this way: registration and conversion this way:

New visitors may not always know what the Applications and conversions are when Form entry is generally more troublesome most appropriate search terms are or how support is often the most critical, and inconvenient on a mobile device. By not the site is organised, so autocomplete particularly with complex financial services. implementing autofill or doing it incorrectly, provides valuable assistance. Typing is also Not having responsive support available sites increase the hassle and inconvenience error-prone on mobiles and autocomplete means that users have to leave the for users and create barriers to conversion. helps mitigate this, saving valuable time. conversion process and spend additional effort getting help.

Copyright © 2018 Google. Research provided by Accenture Interactive. All rights reserved. “ Our top-rated mobile app and made-for-mobile sites are part of our relentless focus to deliver the best version of The Warehouse to our customers, so no matter where they live, they can easily access the quality products they need at our MEET THE MOBILE MASTERS everyday low prices. Mobile is now an essential platform, both for instore and distance shopping, and ease of use and great functionality are key to positive customer experiences. Consumers increasingly expect mobile sites to be fast and easy to use. We ” reviewed the 39 most trafficked retail and commerce websites in Australia Jonathan Waecher, CMO at The WareHouse Group and New Zealand for their user experience including speed, and list the top 5 scoring sites below.

Findability – Top in class (94%) Target

Product pages – Top in class (93%) Banggood, Etsy, Target

Registration and conversion – Top in class (95%) Target and The Warehouse

Mobile design – Top in class (100%) The Warehouse

Search results on David Jones are eBay’s product pages make it easy for The Warehouse’s checkout process AliExpress’ mobile site uses quality nice to skim, with high-quality customers to make quick decisions, makes filling out mobile forms quicker graphics and crisp formatting. The images to showcase products. with essential information upfront and by providing address suggestions and result is no visual clutter, despite the Search filters are also easy to use. prominent calls-to-action. real-time feedback for errors. amount of information on the page.

88% of sites surveyed can improve 56% of sites surveyed can improve 41% of sites surveyed can improve product pages this way: registration and conversion this way: product pages this way:

On sites with a wide selection of products, There’s no shortage of account benefits for Allowing users to choose colours and guest wishlists prevent choice paralysis by most retail sites. But not making potential customise products is part of the fun and letting users narrow down to and compare a members aware of these means that new personalisation of a shopping journey. But select few. Not having a guest wishlist is a users may miss out on why they should take forcing users to leave a page to do so makes missed opportunity to help users along their the additional steps to create an account, this a hassle and can also leave users purchase journey. losing many sites an opportunity to convert. unaware of the variety of choices available.

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 investing in innovation and an optimized product for our mobile-savvy customers. MEET THE MOBILE MASTERS ” Murari Gopalan, VP Marketing at Expedia (parent of lastminute.com.au & Wotif) Consumers increasingly expect mobile sites to be fast and easy to use. We reviewed the 29 most trafficked travel websites in Australia and New Zealand for their user experience including speed, and list the top 5 scoring sites below.

Findability – Top score (95%) Hotels.com and Wotif

Product pages – Top score (100%) Singapore Airlines and Wotif

Registration and conversion – Top score (100%) Singapore Airlines

Mobile design – Top score (100%) Air New Zealand and Flight Centre

Hotels.com saves previous searches Singapore Airlines drives faster Hotels.com doesn’t hide costs and lets Viator’s pleasant-to-use and clean for return visitors and provides smart conversions by making it easy to users know when they are paying, so design has clear headings, no visual search suggestions based on country compare tickets and emphasising customers can book with confidence clutter and consistent branding between or city. when a trip is in high demand. and without unpleasant surprises. desktop and mobile.

59% of sites can improve findability 52% of sites can improve registration 38% of sites can improve registration and this way: and conversion this way: conversion this way:

It’s easy to make spelling mistakes on For users, manually filling in their credit card Form entry mistakes are unavoidable on smartphone keyboards. Not providing and billing information can be an error-prone smartphones—not highlighting errors to automatic and visible spell-correct means hassle. Simplified payment options (credit users in real time adds the friction of only that potential customers may not realise card autofill, fast and trusted third party discovering and having to search for errors what happened and how to fix the issue if checkouts, card scanning technology) help when users try to proceed with the next the system is giving them unexpected search everyone shorten that final conversion stage in their booking results. process. or checkout.

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.

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Copyright © 2018 Google. Research provided by Accenture Interactive. All rights reserved. 4. Google I/O 2014 - Design principles for a better mobile web. June 2014. http://bit.ly/2vaNrIK MOBILE MASTERS: AUSTRALIA

68% 69% 69% Industry Average Industry Average Industry Average

68% 76% 73% Industry Average Industry Average Industry Average

1. Google/Kantar TNS (2017, March). Path to Purchase Study. IN, AU, NZ, JP, KR, CN, TW, KR, SG, TH, VN, MY, ID, PH, n=26,000+ respondents.

2. Google/Heart+Mind Strategies (2018, Feb). Getting Things Done on Mobile. AU, JP, n=1409, A18+ smartphone users in Australia and Japan.

3. Google Research (2018, Jan). Webpagetest.org, sampled 11M global mWeb domains loaded using a globally representative 4G connection.

4. Gove, J. (2014, June 27). Google I/O 2014 - Design principles for a better mobile web. Google. https://www.google.com/events/io/io14videos/95a7ccd2-38bf-e311-b297-00155d5066d7