16. Mobile rate of growth
Ecommerce
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
18.0%
20.0%
Percent of mobile traffic from Google organic Percentage of mobile traffic excluding Google organic
19. A (brief) history of Google and mobile
Apple launches
the iPhone
2007
2010
Responsive Web Design
Google launches
1998
Google launches
its first Android
2009
2015
Mobile search
overtakes desktop
Google pays $1bn to be
iPhone search default
2014
28. Build a knowledge database
Use:
1. Analytics
2. Talk to your call centre(s)
3. User surveys
4. Keyword research
To:
Create a database of questions customers want
answers to
Create an inventory of answers
If you want to be lazy…
…use keyword research for wording and rank-check to
find relevant pages.
29. *The* search engine for cruise information in 2013
web.archive.org/web/*/cruise.co.uk
38. The website makes it easy for me to
find what I want
The website offers a cutting edge
interactive experience
The website has a beautiful
appearance
Other
What’s the most important factor in the design of a website?
HubSpot
64. Questions to ask
Technology
Which product/platform/tool powers it?
Was it implemented in house or externally?
Whose job is it?
Is there a functional spec/search user journey document available?
Is there another site with a search experience you think is good?
65. Questions to ask
Response
Are there known use cases where search results are poor?
Are the results returned (particularly first page) highly relevant to your query?
What happens when you add more complexity to a query?
How fast are results returned?
Is relevance/speed consistent?
66. Questions to ask
Functions
Is there an autosuggest/autocomplete feature?
Can it cope with typos?
Can you sort the results?
Are queries for dates/numbers/special characters supported?
Is the number of results shown correct/useful?
68. “Alexa, ask Virgin Holidays what drinks packages
are available on Celebrity Equinox”
69. Natural language CX
SEARCH
Customers typically show one of
three intents
• Research your products and
services
• Lookup a specific file or
document
• Navigate sitemap e.g. login
RESPONDER AI
Customers have a direct question
and expect a good answer
• Simple example is an FAQ
• Most chatbots and Alexa skills
are at this level today
CONSULTATIVE AI
Customers require specific advice
or want to achieve a goal
• Requires a complex
conversational interaction
• AI can automate this but
typically hard-coded today
70. Example interactions
SEARCH
> fund fact sheet
> fixed rate mortgage
> login page
RESPONDER AI
What is APR?
CONSULTATIVE AI
Am I eligible for your fixed rate
mortgage?
Although mobile traffic appears to be increasing for all traffic sources, this is not the case with Google organic only traffic. This is increasing at a much slower rate.
Desktop traffic in Google organic is remaining relatively level compared to all other sources where desktop is declining.
1,000 search terms
40% (496,000) mobile
Desktop (455,000)
Mobile phones couldn’t use the web *at all* until a year after Google launched.
BRAND
238% more sales in-store from PPC ads
Organic brand performs better
Tutler is our investigation into the democratization of robotics
We integrated a Double TelePresence Robot with Google’s Project Tango device.
Tango is a beta tablet device that integrates infrared sensors enabling depth perception, area learning and motion tracking (it basically can see).
The combination of these technologies allowed us to create an autonomous, self-driving robot that can self-navigate around our office