Consumers have high expectations of brands and their experiences with them, which plays a critical role in their purchase decisions. To help brands elevate their mobile experiences, Google commissioned Accenture Interactive to benchmark the user experiences of the 100+ highest-trafficked mobile sites in Australia and New Zealand and understand key drivers to master conversions on mobile.
of Aussies conduct pre-purchase research on smartphones.
abandon a poorly designed mobile site.
Mobile sites in Australia and New Zealand rate high on four of five key considerations
Australia and New Zealand’s big challenge is speed
With an average load time of nine seconds (15 seconds, if you consider backend load time), mobile sites in Australia and New Zealand are loading slower than the recommended three seconds, suggesting a user-first approach to design is needed.
of mobile site visits are likely to be abandoned if load times are greater than three seconds.
To increase site speed, brands need to
Just being fast isn't enough. Mobile sites need to consistently deliver a seamless experience.
The mobile masters who aced it
Areas to improve
“Every interaction we design starts on a mobile screen and adapts to a larger device. It forces us to question what’s important, what people really need to see, and how we can make it simpler.”
— Tony Jones, UX Lead at ME Bank