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Summary of MASTERS OF MOBILE - APAC Report 2018

Core Content

This report, commissioned by Google and conducted by Accenture Interactive, evaluates the performance of mobile websites in the Asia-Pacific (APAC) region across three industries: Financial Services, Retail & Commerce, and Travel. The study focuses on user experience (UX), particularly on speed, findability, product pages, registration and conversion, and mobile design. It identifies top-performing mobile sites and highlights best practices that can help brands enhance their mobile presence.

Main Findings

• High consumer expectations:
  Consumers in APAC have high expectations for mobile sites, with 53% likely to abandon a site that takes more than 3 seconds to load. 60% of them conduct pre-purchase research on smartphones.

• Top mobile masters:
  The report celebrates the top 10 mobile sites in each industry, with some sites achieving top scores in all categories.

  • Financial Services: Monex Securities (JP), BankSA (AU), and IG Group (HK) are highlighted as leaders.
  • Retail & Commerce: iHerb (HK), JD.com (CN), and Qoo10 (ID) are among the top performers.
  • Travel: HK Express (HK), Expedia (SG), and Traveloka (ID) are identified as top mobile masters.

• Performance metrics:
  The Mobile Experience Score is defined as the percentage of best practices passed, weighted equally across categories.

  • Speed is the lowest-scoring category for most sites.
  • Findability, Product Pages, Registration & Conversion, and Mobile Design are areas where many sites excel.

Key Recommendations for Improvement

Speed Optimization

• 83% of mobile sites can improve speed by compressing textual and image contents.
• 67% can improve speed by enabling browser-side caching.
• 59% can improve speed by identifying and fixing frontend bottlenecks.

Findability

• Autocomplete for search terms helps users find what they need faster.
• Provide next steps or guidance when there are no matching search results.
• 68% of financial services sites and 81% of retail & commerce sites can improve findability with these strategies.

Product Pages

• Use high-quality images and clear layouts for product information.
• Allow users to save products to a guest wishlist to prevent choice paralysis.
• 61% of travel sites can improve product pages with this feature.

Registration & Conversion

• Clearly highlight form errors in real time to reduce user friction.
• Showcase the tangible benefits of creating an account to encourage sign-ups.
• Allow users to purchase as guests to reduce conversion friction.
• 55% of travel sites and 56% of retail & commerce sites can improve registration and conversion with these methods.

Mobile Design

• Avoid carousels or ensure they are user-controlled.
• Avoid visual clutter and ensure touch targets are appropriately sized.
• Use high-quality images and proper spacing to enhance readability.
• Label icons clearly for better navigation.

Industry-Specific Insights

Financial Services

• Most sites meet or exceed industry benchmarks.
• Findability and Product Pages are the strongest categories.
• Speed is the weakest, with many sites scoring below the average.
• Top performers: Monex Securities (JP), BankSA (AU), and IG Group (HK).

Retail & Commerce

• Findability, Product Pages, and Mobile Design are top areas for improvement.
• Top performers: iHerb (HK), JD.com (CN), and Qoo10 (ID).
• Speed is often overlooked but critical for user retention.

Travel

• Findability and Registration & Conversion are key areas.
• Top performers: HK Express (HK), Expedia (SG), and Traveloka (ID).
• Product Pages and Mobile Design are also well-implemented in many leading travel sites.

Methodology Overview

• 720+ mobile sites were assessed across 15 APAC countries in 5 sub-regions.
• 80 UX best practices were used to evaluate the sites.
• 45 specialists and engineers were involved in the research.
• Speed Index was used to measure website performance, normalized across the APAC region.
• User stories were used to evaluate the usability of the sites from a customer perspective.

Brand Selection & Exclusion Criteria

• Brands were selected based on traffic volume and transactional capabilities.
• Excluded brands include:
  • Sites that only drive conversions offline.
  • Sites that redirect to other included brands.
  • Meta-search engines.
  • Branding or informational sites without conversion journeys.
  • Cryptocurrency and telecom sites that only sell contracts.

Conclusion

The report emphasizes that speed is a critical factor in user satisfaction and conversion rates. While many sites in APAC perform well overall, there is significant room for improvement in speed and in the implementation of UX best practices. Brands that excel in these areas, such as Monex Securities, iHerb, and HK Express, are recognized as Mobile Masters. These top performers use strategies like autocomplete, real-time error highlighting, and user-friendly design to enhance the mobile experience and drive conversions.