亚太地区移动网站报告（英文版）.pptx

APAC Report 2018,MASTERS OF MOBILE,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-tracked mobile sites in APAC. The research assessed over 720 mobile sites across three industries nancial services, retail and commerce, and travel in 15 countries across Asia Pacic.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 reportcelebrates the top ten sites in each industry and showcases what they do as best practices.,EXECUTIVE SUMMARY,Google Research, Webpagetest, sampled 11M global mWeb domains loaded using a globally representative 4G connection, Jan. 2018.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.,79%of APAC consumers will still look for information online, even at the point of sale in store,60%of APAC consumers do pre-purchase research online using a smartphone,Smartphones act as a catalyst for consumers to do research in the moment, which often triggers a visit to the storeor a purchase,55%of APAC consumers who purchase online prefer to do it ona smartphone1,Copyright 2018 Google. Research provided by Accenture Interactive. All rights reserved.,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.,MOBILE PLAYS A CRITICAL ROLE IN CONSUMERS PURCHASE DECISIONS,of consumers will leave a mobile site that takes longer than three seconds to load,53%,of consumers in APACare more likely to purchase from mobile sites that make it easy to purchase or nd answers2,73%,drop in conversions experienced for every second of delay in mobile page load time1,20%,Google Research, Webpagetest, sampled 11M global mWeb domains loaded using a globally representative 4G connection, Jan. 2018.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.,Brands that do not prioritise great mobile experience risk poor conversions.,AS A RESULT, CONSUMERS HAVEHIGH EXPECTATIONS FOR MOBILE SITES,To help brands elevate their mobile site experience, Google commissioned Accenture Interactive to seek out the top-performing mobile sites in nancial services, retail and commerce, and travel across Asia Pacic and to celebrate what make these sites great.,SCALE OF THIS RESEARCH:,CN,AU,IN,TH,MY,PK,SG,KR,JP,VN,PH,NZ,ID,WHY THIS RESEARCH?,TWHK,45 specialists and engineers involved,15 countries in 5 sub-regions covered,80 UX industry best practice guidelines used,720+ mobile sites assessed,Copyright 2018 Google. Research provided by Accenture Interactive. All rights reserved.,* The rst 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.,SPEED*,FINDABILITY*Does the on-site search and relevant features (e.g. lter) help users quickly ndthe right product?,PRODUCT PAGES*Is key written and visual product information presented clearly and consistently? Are there prominent calls to action?,MOBILE DESIGN*Are the site pages designed for mobile? Do they provide clear headings and well laid-out content? Is branding consistent?,Is the site performance optimised for mobile? Do pages load quickly enough to not disrupt the site experience?,HERES HOW WE MEASUREA GREAT MOBILE EXPERIENCE,We dene 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,REGISTRATION AND CONVERSION*Are registration and payment forms easy to complete? Is the user is offered simple, safe options to transact?,Copyright 2018 Google. Research provided by Accenture Interactive. All rights reserved.,FINDABILITY,PRODUCT PAGES,REGISTRATION & CONVERSION,MOBILE DESIGN,SPEED,100,90,80,70,60,50,4030,20,10,0,Average Score for Region,The majority of sites in the study meet or surpass benchmark expectations when it comes to best practice implementations. For many sites, one way they can go from good to great is to focus on speed, on which they scored the lowest of all the categories.,APAC OVERVIEW,Mobile websites in this region could focus on speed to take their sites from good to great,SUGGESTED STANDARD,73%,86%,Copyright 2018 Google. Research provided by Accenture Interactive. All rights reserved.,75%,81%,53%!,100,90,70,60,50,40,30,20,10,0,Score (%),LOOKING INTO SPEED,Speed scores per APAC subregion compared against the suggested standard,APAC LEGEND,Good Average Poor,8500,(80%)(60-80%)(60%),What do these scores mean?Percentage scores have been calculated by normalizing Speed Index measurements of all brands that are part of this study.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.,S.E. ASIA,63%8113Speed Index,AU & NZ,55%9279Speed Index,GREATER CHINA,73%6715SpeedIndex,JAPAN,47%10286Speed Index,INDIA,55%9168Speed Index,80 SUGGESTED,STANDARD,APAC AVERAGE,Copyright 2018 Google. Research provided by Accenture Interactive. All rights reserved.,HOW TO IMPROVE SPEED,83% of mobile sites surveyed can improve their speed this way:Ensure textual and image contents are compressedUse gzip compression for transferring compressable responsesCompress and pick the right settings for your images including format, quality and size and moreUse Progressive JPEGs to improve perceived performance,67% of mobile sites surveyed can improve their speed this way:Enable caching on the browser sideAll server responses should specify a caching policy to help the client determine if and when it can reuse a previously fetched response,59% of mobile sites surveyed can improve their speed this way:Identify and x backend bottlenecksInspect existing infrastructure using application performance management toolsFix performance bottlenecksImplement a monitoring solution to alert for any anomalies,Our top speed recommendations for APAC,Copyright 2018 Google. Research provided by Accenture Interactive. All rights reserved.,INDUSTRY INSIGHTSFINANCIAL SERVICES,Copyright 2018 Google. Research provided by Accenture Interactive. All rights reserved.,FINANCIAL SERVICESMEET THE MOBILE MASTERS,BEST IN CLASS: CATEGORY*Findability Top in class (100%)BankSA, ME Bank and Saison CardProduct pages Top in class (100%)AEON, BankSA, Daiwa Securities, Idemitsu Card, IG Group, Matsui Securities, ME Bank, Monex Securities, NTUC Income and Saison CardRegistration and conversion Top in class (100%)Daiwa SecuritiesMobile design Top in class (100%)Monex Securities and Saison Card,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 whats important, what people really need to see, and how we canmake it simpler. ”Tony Jones, UX Lead at ME Bank,* 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 overall user experience.,Consumers increasingly expect mobile sites to be fast and easy to use. We reviewed the 238 most tracked nancial services websites in APAC for their user experience including speed, and list the top 10 scoring sites below.,SG,TH,1 AEON,2 Citibank,3 KTC,86%,77%,74%,TW,Take a look at how the leading nancial services rms in APAC are doing so well,HERES HOW THE MOBILE MASTERS DO IT,PRODUCT PAGESDaiwa Securities uses good quality compressed images and a clear layout to display product information in an easily readable and understandable way.,ME Banks on-site search experience is top-notchsearch is always easy to nd and results are organised and easily scannable.,FINDABILITY,REGISTRATION AND CONVERSIONME Banks 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.,MOBILE DESIGN,AU,AU,SG,JP,Copyright 2018 Google. Research provided by Accenture Interactive. All rights reserved.,68% of sites surveyed can improvendability this way:Use autocomplete to suggest popular searchesNew 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.,67% of sites surveyed can improvendability this way:When there are no matching search results, provide some next steps or guidanceDead 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.,HOW TO BE A MOBILE MASTER,Our top recommendations for nancial service sites across Asia Pacic,55% of sites surveyed can improvemobile design this way:Avoid carousels, or atleast let users control themIt can be dicult and annoying to process information on moving images. If a carousel must be implemented, it should notauto-rotate and users should be able to see that they can control it (e.g. arrow buttons, dots to indicate multiple images).,Copyright 2018 Google. Research provided by Accenture Interactive. All rights reserved.,INDUSTRY INSIGHTSRETAIL & COMMERCE,Copyright 2018 Google. Research provided by Accenture Interactive. All rights reserved.,* 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 overall user experience.,We understand how important website loading speed is,for conversion rate and that were 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-rst mindset in every activity to make sure everything displays fast and well on,Copyright 2018 Google. Research provided by Accenture Interactive. All rights reserved.,Registration and conversion Top in class (95%)iHerb, Qoo10, Target and The Warehouse,Mobile design Top in class (100%)Bhinneka, in my Xanh, Thegioididong and the Warehouse,“,mobile devices. ”Tung Nguyen E-Commerce Director at in my Xanh,CaratLane,Flipkart,SG,VN,78%,77%,73%,1 Shopee*,2 Lazada*,3 11STREET,PH,TH,TW,RETAIL & COMMERCEMEET THE MOBILE MASTERS,2 Bhinneka,3 Amazon*,87%,86%,MY,87%,82%,80%,1 Amazon*,2 eBay,3 Lazada*,Take a look at how the leading retail & commerce brands in Asia Pacic are doing so well,HERES HOW THE MOBILE MASTERS DO IT,Bhinnekas mobile site design gives a consistent experience across devices, lets users control carousels and avoids overly cluttering pages.,MOBILE DESIGN,Thegioididong uses sharp, product images and presents product details in easy-to-read tables to make product comparison effortless.,PRODUCT PAGES,CaratLane suggests search terms based on similar popular searches, helping potential customers quickly nd what they want.,FINDABILITY,The Warehouses checkout process makes lling out mobile forms quicker by providing address suggestions and real-time feedback for errors.,REGISTRATION AND CONVERSION,IN,Copyright 2018 Google. Research provided by Accenture Interactive. All rights reserved.,NZ,ID,VN,56% of sites surveyed can improveregistration and conversion this way:Showcase the tangible benets of creating an accountTheres no shortage of account benets 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.,51% of sites surveyed can improveregistration and conversion this way:Allow users to purchase products as guestsMaking 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.,81% of sites surveyed can improveproduct pages this way:Allow users to save products to a guest wishlistOn 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.,HOW TO BE A MOBILE MASTER,Our top recommendations for retail & commerce sites across Asia Pacic,Copyright 2018 Google. Research provided by Accenture Interactive. All rights reserved.,INDUSTRY INSIGHTSTRAVEL,Copyright 2018 Google. Research provided by Accenture Interactive. All rights reserved.,BEST IN CLASS: CATEGORY*Findability Top score (95%)Expedia, Hotels and redBus.inProduct pages Top score (100%)Singapore AirlinesRegistration and conversion Top score (100%)HK Express and Singapore AirlinesMobile design Top score (93%)Fliggy, Klook and Viator,important to travelers and thats why we are aggressively investing in innovation and an optimized product for our,