Consumers of today’s mobile generation are highly dependent on their devices and are an impatient lot. And APAC sites have some work to do to keep up with the expectations of these consumers.
These are some of the key findings of Think with Google’s Masters of Mobile APAC report. Commissioned by Accenture Interactive, the report reviewed 700 of the most-visited sites across 12 APAC countries and three industries.
Some 79% of consumers will still look for information online, even while they are at the point of sales in stores. And 53% of mobile visits are likely to be abandoned if load times are greater than three seconds. Conversions drop 20% for every second of delay in mobile page load time.
The biggest challenge in APAC appears to be speed. With an average load time of 5.4 seconds, mobile sites in Mainland China are the fastest in the region, followed by mobile sits in Singapore and Thailand. Vietnam and Japan in particular need improvement – sites in both countries take an average of 10 seconds to fully load.
“Overall, APAC has some catching up to do. Even though sites in Mainland China are the fastest in the region, they still load slower than the recommended three seconds,” said the report.
Mobile sites in APAC rated above 80% only on two of five mobile consumer journey touch points: product pages that have clear descriptions (86%) and calls to action; and mobile design (81%).
To increase site speed, advised Google, brands need to:
-Lighten the load by compressing text and image elements
-Reduce server response time to prepare for high site traffic
-Avoid repetitive browser requests by caching static objects, such as images and HTML documents
According to the report, some travel sites that aced its mobile web experience include the following:
Most trafficked travel websites in Asia Pacific for user experience including speed.
The report also offered these tips for brands to improve their mobile web experience for consumers:
1. Use autocomplete to suggest popular searches
2. Allow users to save products to a guest wishlist.
3. Clearly highlight booking form mistakes in real time.
4. Provide users with helpful next steps after unsuccessful searches.
5. Showcase the tangible benefits of creating an account.
6. Ensure form input boxes are correctly tagged and include autofill. For full report, click here.
Source: Web In Travel