Nicholas Cumisky | UK

Nicholas Cumisky | UK

Title: UK Mobile Lead

Company: Google

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Connecting businesses with today’s mobile-first consumer 

Overview

Mobile experience matters. Fifty-four percent of people say that as the load time for a brand’s mobile site increases, so does their frustration.(Source 1 below) And that affects the bottom line. In retail, we’ve seen that a one-second delay in mobile load times can impact conversion rates by up to 20%. (Source 2 below). 

Detail

Mobile experience matters. Fifty-four percent of people say that as the load time for a brand’s mobile site increases, so does their frustration.(Source 1 below) And that affects the bottom line. In retail, we’ve seen that a one-second delay in mobile load times can impact conversion rates by up to 20%. (Source 2 below).

This presents any business that has a mobile presence with a simple choice: either provide customers the kind of mobile experience they expect, or be prepared to watch those customers go elsewhere — and fast.

If a slow mobile experience drives customers away, a fast mobile experience can help attract and keep them. Here’s the good news. If a slow mobile experience drives customers away, a fast mobile experience can help attract and keep them — and those milliseconds can earn millions.

As a business you're no longer competing with your peers, you're being compared to the best experiences a consumer has had on mobile. Simply put, get customers to your site through a fast mobile load, keep them by having excellent user experience across the site on the path to purchase or conversion and give them site features and functions that are tailored to mobile.

Far too often, businesses under invest in the kind of fast mobile experience that can unlock revenue and brand loyalty. It’s not that businesses don’t understand that a fast mobile experience matters, but it’s easy to treat it as a one-and-done goal to accomplish. The reality is that no matter how fast your site is today, if it’s not an ongoing priority, over time that speed will degrade.

Hear from Google about how to approach customer experience on mobile, understand why it's critical to provide an excellent mobile experience, and learn how you can make measurable changes, including AMPing your site, that ensure your mobile strategy delivers best in class customer experience.

  • We live in a mobile first. Since 2015 more Google searches take place on mobile devices than on computers in 10 countries including the US and Japan.
  • It’s important to deliver the kind of mobile experience that people expect today: one that’s fast, engaging and doesn’t get in the way of what they want to accomplish.
  • The route to delighting consumers on mobile has 3 key core elements: make the experience fast, make the journey intuitive and harness features and functions made for mobile.
  • Understand consumer experience expectations on mobile, the opportunity cost of a poor mobile experience and how to measure and implement best practices for your mobile site.

Sources:
1. Google/Civic Science 2018, U.S., n=1,131, A18+ smartphone owners, Nov. 2018.
2. SOASTA, The State of Online Retail Performance, U.S., April 2017.

About the Speaker

Nicholas is a well regarded Industry thought leader across the mobile ecosystem. He has over a decade of mobile experience after joining AdMob in 2007, at the time an early stage Silicon Valley based mobile advertising start-up. As part of the management team running Europe he joined Google in 2010 after Google's successful acquisition of AdMob for USD$750million. 

Nicholas has spent large parts of his Google career building and implementing mobile strategy for large UK businesses. Up until mid-2017 he has led UK App strategy, helping businesses find and engage consumers that will both install and more importantly use their Mobile App. He has now switched his focus toward maximising delivery of performance based results for UK businesses from their Mobile Sites. 

This mSite focus spans strategy and implementation of best in class consumer experiences around mSite load speed, user experience and development around the next generation of the mobile web. Outside of Google he has a small family, a garden full of triffids and one of the best fridge magnet collections on the planet.

Nicholas will be speaking at:

CEW LONDON  

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