How the mobile masters can help you drive conversions.

Shane Cassells, Olga Demidova / March 2019

It’s no secret that delivering great user experiences plays a vital role in getting people to engage with and buy from your site.

Until fairly recently, businesses have mainly been focused on getting this right for desktop users. Today though, 40%1 of online purchases happen on mobile, and brands are having to figure out how to best convert consumers on smaller screens.

Seamless mobile UX has now become crucial to business growth  –and Google has been working closely with brands like CarFinance 247, CreditPlus, and Matalan on ways to significantly improve mobile UX and achieve tangible business results.

Playing catch-up

To keep up with this new breed of mobile shopper, businesses are having to learn fast.

Although there’s no one single UX recipe that works across the board (aside from A/B testing), there are some core principles that can make a big difference to your conversion rates and the all-round customer experience you deliver.

And, actually, just mastering the basics can help you pluck some very low-hanging fruit.


A recent study by Google showed almost half (49%) of retail sites don’t alert users to errors in real-time when filling out forms (annoying, right?).

And 7 in 10 sites don’t allow users to save items to a wishlist without first creating an account. In many cases, Gen Z'ers (now the largest, most diverse generation in history3) are also left having to figure out that an icon of a floppy disk means “Save”.

Is your mobile site’s UX as good as you think?

Businesses score their UX an average at 8 out of 10. But in our research, only a few top brands – including and eBay – achieved 80%+ results.

An overview of all the best practices used by these top brands (and others) from the worlds of retail, finance and travel now form part of a new Google site called Masterful Mobile.

It is worth noting that the site itself was built on AMP and PWA technologies, and follows the same best practices we looked for on other sites (which I admit wasn’t easy).


While these ‘mobile masters’ may operate in different sectors to yours, there are still many underlying principles and techniques you can learn from and adopt. Doing so will almost certainly have a positive impact on your site’s UX.

For example, when applicants apply for a finance product with Allianz, they’re immediately alerted if any information is entered incorrectly – and given clear guidance on how to correct it. This increases the likelihood of users going on to convert.

Or, there’s KLM, which allows users to book flights without having to go through the hassle of creating an account.

And in retail, Turkish fashion and household goods brand, morhipo, flags up low product stock levels to create a sense of urgency and drive more conversions.

Take a look at our new site to see how some of the world’s top brands are creating smooth, fast and highly-engaging mobile experiences – and how you can do the same.


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