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, n=26,000+ respondents. Copyright © 2018 Google. Research provided by Accenture Interactive. All rights reserved. MOBILE PLAYS A CRITICAL ROLE IN CONSUMERS’ PURCHASE DECISIONS Smartphones act as a catalyst for consumers to do research in the moment, which often triggers a visit to the store or a purchase <ul style="display: flex;"><li style="flex:1">60% </li><li style="flex:1">79% </li><li style="flex:1">55% </li></ul>of APAC consumers do pre-purchase research online using a smartphone of APAC consumers will still look for information online, even at the point of sale in store of APAC consumers who purchase online prefer to do it on 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, n=26,000+ respondents. Copyright © 2018 Google. Research provided by Accenture Interactive. All rights reserved. AS A RESULT, CONSUMERS HAVE HIGH EXPECTATIONS FOR MOBILE SITES Brands that do not prioritise great mobile experience risk poor conversions. 53% <ul style="display: flex;"><li style="flex:1">20% </li><li style="flex:1">73% </li></ul>of consumers will of consumers in APAC are more likely to purchase from mobile sites that make it easy to purchase or find answers2 drop in conversions leave a mobile site that takes longer than three seconds to load experienced for every second of delay in mobile page load time1 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, n=26,000+ respondents. Copyright © 2018 Google. Research provided by Accenture Interactive. All rights reserved. WHY THIS RESEARCH? JP KR PH CN To help brands elevate their mobile site experience, Google commissioned Accenture Interactive to seek out the top-performing mobile sites in financial services, retail and commerce, and travel across Asia Pacific and to celebrate what make these sites great. PK TW HK VN SG <ul style="display: flex;"><li style="flex:1">IN </li><li style="flex:1">TH </li></ul>MY SCALE OF THIS RESEARCH: 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 PAGES* REGISTRATION AND CONVERSION* MOBILE DESIGN* <ul style="display: flex;"><li style="flex:1">FINDABILITY* </li><li style="flex:1">SPEED** </li></ul>Does the on-site search and relevant features (e.g. filter) help users quickly find the right product? Is key written and visual product information presented clearly and consistently? Are there prominent calls to action? Are registration and payment forms easy to complete? Is the user is offered simple, safe options to transact? Are the site pages designed for mobile? Do they provide clear headings and well laid-out Is the site performance optimised for mobile? Do pages load quickly enough to <ul style="display: flex;"><li style="flex:1">not disrupt the site experience? </li><li style="flex:1">content? Is branding consistent? </li></ul>* The first four mobile categories are assessed by UX specialists based in this region. ** Speed is measured through an automated process reviewed and managed by web speed performance engineers. Copyright © 2018 Google. Research provided by Accenture Interactive. All rights reserved. APAC OVERVIEW Mobile websites in this region could focus on speed to take their sites from good to great 100 90 The majority of sites in the study meet or surpass benchmark expectations when it SUGGESTED STANDARD 80 comes to best practice implementations. 70 For many sites, one way they can go from good to great is to focus on speed, on 60 which they scored the lowest of all the 50 40 30 20 10 0categories. <ul style="display: flex;"><li style="flex:1">73% </li><li style="flex:1">86% </li><li style="flex:1">75% </li><li style="flex:1">81% </li><li style="flex:1">53% </li></ul><ul style="display: flex;"><li style="flex:1">✓</li><li style="flex:1">✓</li><li style="flex:1">✓</li><li style="flex:1">✓</li></ul>!<ul style="display: flex;"><li style="flex:1">FINDABILITY </li><li style="flex:1">PRODUCT </li></ul>PAGES REGISTRATION & CONVERSION MOBILE DESIGN SPEED 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 90 What do these scores mean? Percentage scores have been calculated by normalizing <a href="/goto?url=https://sites.google.com/a/webpagetest.org/docs/using-webpagetest/metrics/speed-index" target="_blank">Speed Index </a>measurements of all brands that are part of this study. SUGGESTED STANDARD 80 70 Speed Index (read in milliseconds) measures how visually available a particular page is to the customer when loaded. The lower the score, the faster the page is rendered and the content is visually made available to the customer, even if the rest of the page is not ready yet. 60 APAC AVERAGE 50 40 30 73% APAC LEGEND <ul style="display: flex;"><li style="flex:1">63% </li><li style="flex:1">55% </li><li style="flex:1">55% </li><li style="flex:1">47% </li></ul>20 10 0Good Average 5500 - 8500 (60-80%) Poor >8500 (<60%) <5500 (>80%) 6715 <ul style="display: flex;"><li style="flex:1">8113 </li><li style="flex:1">9168 </li><li style="flex:1">9279 </li><li style="flex:1">10286 </li></ul>Speed <ul style="display: flex;"><li style="flex:1">Speed Index </li><li style="flex:1">Speed Index </li><li style="flex:1">Speed Index </li><li style="flex:1">Speed Index </li></ul>Index GREATER CHINA <ul style="display: flex;"><li style="flex:1">S.E. ASIA </li><li style="flex:1">INDIA </li><li style="flex:1">AU & NZ </li><li style="flex:1">JAPAN </li></ul>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 improve their speed this way: 67% of mobile sites surveyed can improve their speed this way: 59% of mobile sites surveyed can improve their speed this way: Ensure textual and image contents are compressed Enable caching on the browser side Identify and fix backend bottlenecks ●●●Use gzip compression for transferring compressable responses Compress and pick the right settings for your images including format, quality and size and more Use Progressive JPEGs to improve perceived performance ●All server responses should specify a caching policy to help the client determine if and when it can reuse a previously fetched response ●Inspect existing infrastructure using application performance management tools Fix performance bottlenecks Implement a monitoring solution to alert for any anomalies ●●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 important, what people really need to see, and how we can “FINANCIAL SERVICES MEET THE MOBILE MASTERS make it simpler. ”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** <ul style="display: flex;"><li style="flex:1">AU </li><li style="flex:1">CN </li><li style="flex:1">HK </li></ul>Findability – Top in class (100%) BankSA, ME Bank and Saison Card 123China Construction Bank 12<ul style="display: flex;"><li style="flex:1">IG Group </li><li style="flex:1">86% </li></ul>82% 78% 84% 84% 123BankSA ME Bank Westpac 81% 77% DBS Bank* CIB Product pages – Top in class (100%) China Construction Bank Lakala 3<ul style="display: flex;"><li style="flex:1">81% </li><li style="flex:1">77% </li></ul>AEON, BankSA, Daiwa Securities, Idemitsu Card, IG Group, Matsui Securities, ME Bank, Monex Securities, NTUC Income and Saison Card <ul style="display: flex;"><li style="flex:1">IN* </li><li style="flex:1">JP </li></ul>MY BankBazaar IIFL 88% 87% 123Monex Securities Saison Card 12<ul style="display: flex;"><li style="flex:1">Maybank </li><li style="flex:1">77% </li></ul>Hong Leong Bank 71% Registration and conversion – Top in class (100%) Daiwa Securities <ul style="display: flex;"><li style="flex:1">Matsui Securities </li><li style="flex:1">85% </li></ul>Kotak Mahindra Bank <ul style="display: flex;"><li style="flex:1">SG </li><li style="flex:1">TW </li><li style="flex:1">TH </li></ul>Mobile design – Top in class (100%) Monex Securities and Saison Card 123NTUC Income POSB Bank 83% 82% 12Cathay Bank Tai Shin Bank 75% 75% 123AEON 86% Citibank KTC 77% 74% Phillip Securities 82% <ul style="display: flex;"><li style="flex:1">*</li><li style="flex:1">The brands in India are presented in alphabetical order. </li></ul>** 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 overall user experience. Copyright © 2018 Google. Research provided by Accenture Interactive. All rights reserved. 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 AND CONVERSION <ul style="display: flex;"><li style="flex:1">FINDABILITY </li><li style="flex:1">PRODUCT PAGES </li></ul>MOBILE DESIGN ME Bank’s on-site search experience is top-notch—search is always easy to find and results are organised and easily scannable. Daiwa Securities uses good quality compressed images and a clear layout to display product information in an easily readable and ME Bank’s application forms are simple, only ask for what is needed, give clear instructions and reasons for requesting private information. NTUC Income makes their site feel easy to use by avoiding visual clutter, having appropriately large touch targets and by labelling icons. understandable way. <ul style="display: flex;"><li style="flex:1">AU </li><li style="flex:1">JP </li><li style="flex:1">AU </li><li style="flex:1">SG </li></ul>Copyright © 2018 Google. Research provided by Accenture Interactive. All rights reserved. HOW TO BE A MOBILE MASTER Our top recommendations for financial service sites across Asia Pacific 68% of sites surveyed can improve findability this way: 67% of sites surveyed can improve findability this way: 55% of sites surveyed can improve mobile design this way: Use autocomplete to suggest popular searches When there are no matching search results, provide some next steps or guidance Avoid carousels, or at least let users control them New visitors may not always know what the most appropriate search terms are or how the site is organised, so autocomplete provides valuable assistance. Typing is also error-prone on mobiles and autocomplete helps mitigate this, saving valuable time. It can be difficult and annoying to process information on moving images. If a carousel must be implemented, it should not auto-rotate and users should be able to see that they can control it (e.g. arrow buttons, dots to indicate multiple images). Dead ends in a shopping journey can leave users lost. Suggestions, guidance or at least a message telling users what went wrong give potential customers an idea of what they can do next to continue. Copyright © 2018 Google. Research provided by Accenture Interactive. All rights reserved. INDUSTRY INSIGHTS RETAIL & COMMERCE 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 mobile. We also spread our mobile-first mindset in every activity to make sure everything displays fast and well on RETAIL & COMMERCE 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** HK 1<ul style="display: flex;"><li style="flex:1">AU </li><li style="flex:1">CN </li></ul>JD.com 86% 82% 82% 1<ul style="display: flex;"><li style="flex:1">iHerb </li><li style="flex:1">88% </li></ul>85% 83% 79% 1Target Findability – Top in class (94%) Target 2Huawei Ruten 23Banggood* Etsy 23Qichedaquan Weipinhui 3<ul style="display: flex;"><li style="flex:1">85% </li><li style="flex:1">78% </li></ul>Product pages – Top in class (93%) ASUS ID 1IN* JP 1Amazon CaratLane Flipkart <ul style="display: flex;"><li style="flex:1">Qoo10 </li><li style="flex:1">89% </li></ul>87% 86% Amazon Sanrio 83% 83% 82% 2Bhinneka.Com Amazon* 23 3ToysRUs Registration and conversion – Top in class (95%) iHerb, Qoo10, Target and The Warehouse <ul style="display: flex;"><li style="flex:1">SG </li><li style="flex:1">MY </li></ul>1PH 1<ul style="display: flex;"><li style="flex:1">iHerb </li><li style="flex:1">89% </li></ul>1Shopee* Lazada* 78% 77% Amazon* Apple* 87% Mobile design – Top in class (100%) Bhinneka.Com, Điện máy Xanh, Thegioididong.com and the Warehouse 23Qoo10 Amazon 88% 87% 2 280% 80% 3<ul style="display: flex;"><li style="flex:1">11STREET </li><li style="flex:1">73% </li></ul>3Globe* VN 1TH 1TW Thegioididong.com Điện máy Xanh Amazon 89% 87% 87% 87% 81% 80% 123Amazon* eBay 87% 82% 80% ASUS 2Ruten 23Amazon 3Lazada* <ul style="display: flex;"><li style="flex:1">*</li><li style="flex:1">The brands in India are presented in alphabetical order. </li></ul>** 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 overall user experience. Copyright © 2018 Google. Research provided by Accenture Interactive. All rights reserved. HERE’S HOW THE MOBILE MASTERS DO IT Take a look at how the leading retail & commerce brands in Asia Pacific are doing so well REGISTRATION AND CONVERSION <ul style="display: flex;"><li style="flex:1">FINDABILITY </li><li style="flex:1">PRODUCT PAGES </li></ul>MOBILE DESIGN Thegioididong.com uses sharp, product images and presents product details in easy-to-read tables to make product comparison effortless. CaratLane suggests search terms based on similar popular searches, helping potential customers quickly find what they want. Bhinneka.com’s mobile site design gives a consistent experience across devices, lets users control carousels and avoids overly cluttering pages. The Warehouse’s checkout process makes filling out mobile forms quicker by providing address suggestions and real-time feedback for errors. <ul style="display: flex;"><li style="flex:1">IN </li><li style="flex:1">VN </li><li style="flex:1">NZ </li><li style="flex:1">ID </li></ul>Copyright © 2018 Google. Research provided by Accenture Interactive. All rights reserved. HOW TO BE A MOBILE MASTER Our top recommendations for retail & commerce sites across Asia Pacific 81% of sites surveyed can improve product pages this way: 56% of sites surveyed can improve registration and conversion this way: 51% of sites surveyed can improve registration and conversion this way: Allow users to save products to a guest wishlist Showcase the tangible benefits of creating an account Allow users to purchase products as guests On sites with a wide selection of products, guest wishlists prevent choice paralysis by letting users narrow down to and compare a select few. Not having a guest wishlist is a missed opportunity to help users along their purchase journey. There’s no shortage of account benefits for most retail sites. But not making potential members aware of these means that new users may miss out on why they should take the additional steps to create an account, losing many sites an opportunity to convert. Making accounts mandatory for checkout adds friction to the conversion process, as it requires additional decision-making and effort from potential customers. This increases the likelihood that users will not complete their purchase. Copyright © 2018 Google. Research provided by Accenture Interactive. All rights reserved. INDUSTRY INSIGHTS TRAVEL 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. TRAVEL 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** <ul style="display: flex;"><li style="flex:1">AU </li><li style="flex:1">CN </li><li style="flex:1">HK </li></ul>85% 85% 84% <ul style="display: flex;"><li style="flex:1">85% </li><li style="flex:1">90% </li></ul>86% 85% <ul style="display: flex;"><li style="flex:1">1</li><li style="flex:1">1</li><li style="flex:1">1</li></ul>

Masters of Mobile

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