Mobile extreme, the only way to go


blue2purple had the chance to travel all the way to Japan to attend a very exclusive mobile summit. Google gathered sixty of the best agencies and advertisers to immerge them in to two inspiring days, with great cases and impressive insights.

It’s been said for a long time now that you have to go mobile first. But the problem with these things that have been there for a long time, is that they eventually change… If you haven’t gone mobile by now, going mobile first isn’t enough anymore. Nowadays, the only way you’ll be able to survive as an advertiser is to go mobile extreme.
It might be hard to understand the importance of mobile from our European point of view, but when you look at the APAC market, there’s no denying it.
APAC has four countries out of the top 10 countries of smartphone users. China alone has 717M mobile users. It’s not only about mobile users, APAC also has the highest adoption rate of online shopping & mobile payments: 36% of their payments are made on a mobile (compared to 20% in the US).

Digital transformation and going mobile extreme can’t be done without the full company support, especially the CEO. The highest levels of seniority have to make winning on mobile a top priority. Regularly tracking your own performances is key in making the right decisions. How is your mobile traffic doing? Are the conversions following? Are your results improving over time? What’s your mobile website’s speed?
Improving those insights by giving your different teams the same KPI is the recipe for success. Marketing, sales, IT and other departments should all be working towards the same goal.
If you really want to push the exercise at its maximum, feel free to test your customers path on a weekly base.
Investing in mobile development and / or innovation is needed.While the world is changing around you, this is the only thing that will allow you to keep a competitive advantage.
Did you know that 62% of people that have a negative experience on mobile, are less likely to purchase from that brand in the future?

AMP (accelerated mobile pages) is one of those innovations you should be considering. These code snippets allow you to give the best mobile experience, in a very easy and efficient way. It’ll take you way less effort to code with AMP, than with other, more classical, languages.
These kinds of optimizations make complete sense when you know that 53% of users abandon a mobile website when it takes longer than 3 seconds to load. Worse, 1 second delay in mobile load times will have an impact of ±20% on conversions.

It is clear that things such as conversion rate optimization (CRO), through A/B testing shouldn’t be neglected on mobile. If you want to find the winning strategy, the secret is to always test.
Try out marketing tricks like playing on scarcity, deep-linking to the most relevant pages,… Keep in mind that mobile is something that should be lighter than desktop: clean your forms by reducing the number of fields that are required to fill in, and most certainly allow autofill and inline validation. Worrying about your customer experience is key, and you should constantly be optimizing on this. In a world where product and price differentiation becomes difficult, UX is usually the leverage that isn’t exploited at its full potential.

Here are a few tools to get you started:
Amp-toolbox-optimizer
https://whatwebcando.today/
https://testmysite.withgoogle.com/intl/en-gb
https://www.thinkwithgoogle.com/feature/mobile/
http://blog.wechat.com/