Google has introduced a new tool called Masterful Mobile Web, which evaluates the mobile experiences of the most visited websites globally.
According to the Google Ads team, Masterful Mobile Web provides insights into how some of the world’s leading brands create smooth, fast, and engaging mobile experiences, encouraging others to adopt similar strategies.
Over 1,000 popular websites in sectors like retail, finance, and travel were evaluated based on more than 60 different usability factors. The Masterful Mobile Web tool illustrates how many sites in each category passed these usability tests.
An example indicates that 98% of retail websites succeeded in page design, yet only 24% were effective in saving customer searches. The tool includes a carousel that showcases examples of excellent mobile usability.
For the travel category, Booking.com is highlighted as providing the best registration and conversion experiences.
The evaluations examined various areas, such as:
- Findability: The ease with which a customer can find desired content.
- Product pages: Consistent presentation of main product or service pages with visible calls to action (CTAs).
- Registration and conversion: The presence of a clear, simple, and secure transaction process.
- Mobile design: Whether pages are optimized for mobile devices and suitably arranged for smaller screens.
- Speed: The adequacy of page loading times in maintaining a seamless user experience.
Sites were assessed across more than 60 usability aspects, each with its own detailed page for further exploration. Additionally, you can delve into specifics, such as identifying which retail site has the most effective recommendation engine.
This resource offers marketers guidance on optimizing web pages for mobile use. Unlike other tools, Masterful Mobile Web focuses not just on speed but also on how effectively users can navigate and complete tasks on mobile devices.
