Yuma 4×4

Media and Communications

Google Ads Tutorials: Mobile site UX best practices

Google Ads Tutorials: Mobile site UX best practices

[light music] Google Ads helps drive potential
customers to your website. But what happens when they get there? Customers expect efficient digital experiences. They wanna quickly pay bills on finance sites, get rapid results when researching best hotels, and view an article immediately
when they click through. We’ve all been there: a slow mobile website can cause you
to simply abandon it and move on. In fact the average mobile web
page takes 15.3 seconds to load. Feels like an eternity, doesn’t it? That’s far too slow when you consider
that 53% of mobile site visitors leave a page that takes longer
than 3 seconds to load. As people’s expectations for
mobile experiences have grown, a working mobile website is no longer enough; mobile sites must be fast and relevant. Let’s run a small test on
your business’ site speed. Visit Test My Site and paste a
link from your company’s site. What’s the average loading time? This tool also estimates the
potential revenue impact that could result from improving
your mobile site speed. Think about the business impact
of a poor mobile site. People leaving your site immediately
due to a bad experience, can lead to a decrease in conversions, ultimately resulting in poor
customer satisfaction and revenue. If people have a negative experience on mobile, they’re 62% less likely to
purchase from you in the future, no matter how beautiful or data-driven
your marketing campaigns are. It might sound like a lofty goal, but there’s
much to gain by improving your website speed. Even a 1 second improvement
can increase conversions. On 70% of the mobile landing pages we analyzed, it took more than 5 seconds for the visual
content above the fold, to display on the screen. And it took more than 7 seconds to fully load all
visual content both above and below the fold. In many cases, simply compressing
images and text can be a game changer. Our analysis shows that retail,
travel, and healthcare sectors have the most room for improvement. Accelerated Mobile Pages, also known as AMP, load faster than all but the most
highly optimized HTML pages. This is why you should consider creating
and using AMP versions of your landing pages for the fastest user experience. Remember that faster load times reduce
abandonment and bounce rates, which can increase conversions and
improve your overall ad performance. Next, let’s look at how we can focus on
building a good mobile-first experience. These six UX elements are a helpful checklist. Homepage or landing page experience. There are two critical elements
of a good landing page. First, show a clear benefit-oriented
call-to-action above the fold. Second, your landing page must
have a clear value proposition. Present your value proposition as the
first thing visitors see on your landing page. Explain how your product solves your customers’
problems and why they should use your service. As a helpful tip, use the Landing pages tool in Google Ads
to identify low performing landing pages. You’ll be able to see which ones
are converting well and which aren’t. Then optimize your priority landing
pages for conversions with A/B testing. Try experimenting with different
variations in page layout and calls to action to test your options. Number two: Menu and navigation. Keep your menu on one page, and use a dynamic menu or expanders. If you have a lot of products, consider adding
search with autocomplete to the menu. Number three: Product pages. Remember to use real estate
efficiently for mobile. Use visual icons, headlines,
and bullets for easy skimming. Keep your font sizes legible and
use large touch clickable buttons. You may even consider using
video to educate users. Number four: Compare products or pricing. Anchor your products and pricing using a
compare page, if it’s relevant to your business. Enable users to sort, filter,
and narrow down options, testing both horizontal and vertical scroll. Number five: Conversion flow. Think about your user’s path to conversion. Guide them through this path and display
a clear value proposition at every stage. Add urgency to entice users to take action
by adding descriptive calls-to-action. Data security is top-of-mind
for many users today, so remember to display the security
credentials of your website upfront. Number six: Form optimization. When collecting leads or subscribers
on your website via a form, keep in mind form optimization best practices. Reduce the number of fields to
collect only required information and prevent form abandonment. Use in-line validation and
autofill to make things easier. To build trust, clarify why specific information
is needed and how it will be used. Remember that the success of
your digital advertising campaigns is directly dependent on the speed and
user experience on your mobile site. Now that you understand the six foundational
elements of a good mobile user experience, it’s time to learn how to start driving traffic
to your website with Google Search. [music continues]

Leave comment

Your email address will not be published. Required fields are marked with *.