Vietnam Mobile Day

HCMC, March 17th 2017

& slide templates

Melissa Nguyen
Vietnam Country Head
Google Marketing Solutions

2
Opening Remarks:
Why Vietnam Mobile Day

3
Ghislain Le Chatelier
Regional Director Southeast Asia
Google Marketing Solutions

4
Keynote speech:
Why Mobile Website
Experience Matters

5
 HOW DO PEOPLE EXPERIENCE
SHOPPING ON MOBILE TODAY?
 On mobile, entertaining apps dominate time,
but sites capture the bulk of transactions
TIME
SPENT 10% 10%
ON SITES
INDUSTRY SNAPSHOT
31%
SOCIAL 66% 75% OF AUTOS USERS
SITES
60% OF FINANCE USERS

TIME 34% 70% OF TRAVEL USERS

SPENT 90% OTHER
71% OF RETAIL & TECH USERS
ON APPS
28% 64% OF LOCAL SERVICES USERS
SITES &
35% APPS ... USE SITES MORE OFTEN FOR
GAMING
& ENT. COMMERCIAL TASKS
6%
APPS

USER TIME SPENT PRIMARY CHANNEL FOR

ON MOBILE DEVICES COMMERCIAL TASKS

Sources: Time spent stats:http://yahoodevelopers.tumblr.com/post/127636051988/seven-years-into-the-mobile-revolution-content-is;

Commercial task stats: Google/Ipsos Multiscreen Industry Study of 29k smartphone users across 9 industries (to be published). Confidential + Proprietary
SLOW NOT FUNCTIONAL

Small screen
Take too long makes it hard
to load to type

Can’t see level of

details or info

Find it hard to
compare prices
and options
 THAT’S A
BIG PROBLEM
(aka OPPORTUNITY)
What makes a good mobile user experience?

1 2 3

Design & Performance &

Content
Functionality Speed
“Don’t make me think” rule

A visitor comes to your site with a Goodwill resource

Each source of frustration during the navigation lower this resource

When the resource is depleted, the customer leaves the site
25 Design Principles

The common thread in all sections

Homepage & Site Navigation
is that mobile users tend to be
very goal-oriented - they expect
Site Search
to be able to get what they need
Commerce & Conversions from a mobile site easily,
immediately, and on their own
Form Entry terms.

Usability & Form Factor

53%
of consumers will
abandon a site if it takes
longer than 3 seconds to load.

DoubleClick study using Google Analytics data; n=3.7K mSites, 2016. Proprietary + Confidential
How fast do Websites in Vietnam load?
Speed: avg speed index by vertical
Recommend speed index

Google Research, Webpagetest.org, Global, sample of more than 900,000 mWeb sites across Fortune 1000 and Small Medium Businesses. Testing was performed using Chrome and
emulating a Nexus 5 device on a globally representative 3G connection. 1.6Mbps download speed, 300ms Round-Trip Time (RTT). Tested on EC2 on m3.medium instances, similar in Proprietary + Confidential
performance to high-end smartphones, Feb 2017.
Page speed = $$$

Proprietary + Confidential
 2.2s The Numbers Don’t Lie!
When Mozilla increased page speed by
2.2 seconds, Firefox download figures
rose by 15.4 percent, or 10 million per
year!
Walmart saw 2 percent increase in
conversion rates for every 1 second
improvement in page load times.

Source: “A Beginner’s Guide to Website Speed Optimization”

Proprietary + Confidential
 HOW GOOGLE ENSURES
FAST MSITE EXPERIENCE?
 PageSpeed is a
ranking signal
for Google’s
search results

Source: "Using site speed in ranking" Proprietary + Confidential

What is AMP?

Fast Easy to Mobile friendly Embrace the Various

implement open web monetization
opportunities
This is AMP on
Google Search

20
Accelerated Mobile Pages

0.7 seconds
median load time

4x 10x
faster less data
BEYOND MOBILE SITE
What is PWA?
Stay engaged with app like experiences on the web including

Local caching Available Add to Push

offline homescreen Notifications
Engage users with home screen icon, fullscreen mode

Confidential + Proprietary
 Today’s goals

1 2
Mobile friendly website Fast loading mobile site
Based on 25 msite design Based on WPT/Lighthouse on 3G
principles
Speed Index of 5000ms

Proprietary + Confidential
Thank you
26
Tiki - Câu chuyện thành công 1

Nguyễn Hoàng Việt

CTO
Tiki

27
1.2% (+70%) -32.36%
Mobile Web Ecommerce Bounce rate
Conversion Rate

5x (+25%)
Users on 3 devices spend 5x more
than users on 1 device
But, before that
Tiki ❤ mobile app
What we think it looks like
Research
(google.com, marketing Tiki.vn Purchase
channels)
 > 3%
Mobile app ecommerce conversion rate
What it really looks like
Research
(google.com, marketing Tiki.vn Purchase
channels)

60%
30
%

40%
Users acquired from Mobile App are most likely to make 2nd order, making it the
most valuable platform for re-engage return customers
Users acquired from Mobile Web are most likely to make a purchase, but on other
platforms. They tend to research on Mobile Web, but then come to other platforms
to Add to Cart again & make purchase.
What we need to do ?
● Page loading time as a very important feature
● UX: ensure smooth cross device experience for users
● Acquire new Mobile users aggressively
Before
After

40
Cable
2G & 3G
 1.2% (+70%)
Mobile Web Ecommerce Conversion Rate
How we achieved it
How we achieved it
● Using HTTP/2 & HTML Import
● Using web-component + shadow dom
● Pre-cache using Service Worker
● Lazy-load other resources only on demand
● Activating Push Notifications in the web app
What’s next ?
Completely new UX
Faster
 X2
Hypothesis Conversion Rate
Thank you
50
VNExpress - Câu chuyện thành
công 2

Nguyễn Văn Tình

Deputy CTO
VNExpress

51
Giới thiệu

▪ VnExpress ra mắt vào ngày 26/02/2001

▪ Là tờ báo điện tử đầu tiên, và là báo
tiếng Việt có nhiều người đọc nhất hiện
nay.
▪ Hơn 40 triệu lượt xem / ngày
▪ Hơn 8 triệu độc giả thường xuyên /
ngày
▪ Đạt 15.8 tỷ lượt xem trong năm 2016
Lộ trình phát triển

PC PC PC + Mobile Multi screen

2001 2007 2013 2017

2012 - Thời điểm bắt đầu

▪ Bắt đầu chuyển đổi nền tảng

công nghệ từ .NET sang Open
Source
▪ Tồn tại 2 phiên bản website
desktop và mobile riêng lẽ
▪ Mobile chỉ là một phiên bản
lượt rút gọn của desktop
2013 - Bước chuyển mình
▪ Dịch chuyển các dịch vụ sang
giao diện tùy ứng (Web
Responsive)
▪ Đầu 2013, tỷ lệ người dùng
mobile của VnExpress ~25%,
trong đó khoảng 6.5% là tablet
▪ Bounce rate 70%, time on site
trung bình 2 phút, số trang đọc
trung bình 3 / session.
2014 - 2017 Không ngừng tối ưu hoá

▪ Phân tách tất cả tài nguyên tĩnh (css, js, images)

của mobile riêng
▪ Dung lượng hình ảnh được nén ở mức tối thiểu
▪ Giảm số lượng các box không cần thiết, lượt text,
hình ảnh, hiệu ứng không cần thiết
▪ Tuân thủ các qui tắc tối ưu theo đề nghị từ
PageSpeed của Google: Above the fold, xử lý các
render blocking resource, cấu trúc trang html...
Cơ cấu người dùng
Kết quả đạt được

Người dùng đọc trang nhiều

-40%
gấp 2 lần Tỷ lệ thoát

Thời gian đọc trung bình

tăng 2.3 lần 4s thời gian load trang

Thank you
59
Panel Discussion

60
take a break