UX Marathon with Google Russia

Mobile devices are becoming the main entry point to the Internet and mobile sites play a key role in what the user experience will be, whether it will make a purchase or other conversion action.

We already talked about the speed of mobile websites and how this affects conversions. However, an important part of the user experience on mobile devices is the design of the site interface and its functionality. According to a joint study by Google and Greenberg, conducted in March 2017, every second user will refuse to purchase a product or company service if the mobile version of her site is not convenient.

More and more companies are using a technological approach to building user experience on websites based on A / B testing methodologies. Using analytical tools, marketers try to understand what the website users need, what problems they face and how to solve them. They hypothesize, test changes on the site, and then assess whether it is becoming better from the point of view of users. Especially the role of this approach increases when designing the mobile version of the site: due to the small screen size, it becomes at times more difficult to fit together the brand attributes, promotions, partner material, necessary functionality, SEO content and at the same time continue to meet the expectations of site visitors.

Those companies that come to understand what changes need to be implemented and what hypotheses to test on the mobile version, achieve improved conversions in the short term. For example, by improving the quality of the mobile interface using A / B testing, Matalan increased the conversion rate by 49% , and Modanisa.com by 91% . For each of the industries there is a set of world best practices that are important to study and test on your own website, because if something works well for others, it’s not at all the fact that it is suitable for your audience, your business model or your design.

In the long term, the development of A / B testing philosophy within the company leads to the development of a culture of growth and an understanding of the importance of this approach on the part of all departments: marketing, product managers, developers, designers and, of course, decision makers. Culture of growth and optimization is when everyone in the company is ready to test hypotheses (from call-to-action buttons to personalizing home pages), plan experiments well, clearly interpret results, be prepared to fail, learn and continue to test every day, month, year. With the development of Internet commerce, such an approach is already relevant not only to IT companies, but also to absolutely all website owners, where modern web technologies can provide users with experience at the level of native applications.

In this regard, for the first time in Russian, Google experts on UX, CRO, Google Material Design, Modern Web technologies and A / B testing will give a series of lectures on what should be mobile websites. We have gathered best practices from different industries and will tell each week how to run A / B tests on mobile sites, which UX hypotheses to test for each of the pages and which web technologies can be used to improve user experience and user experience.

Seminars will be held online from February 28 to April 18 every Wednesday at 15.00 Moscow time and will be useful for UX / UI designers, marketers, web developers and everyone who has websites and wants to improve and optimize them for mobile devices. To participate you must register .

Marathon program:

• February 28: Introduction to UX & CRO. Benchmarking the leaders of the Russian market. Global success stories.
• March 7: A / B testing methodologies using the example of Google Optimize.
• March 14: Google Analytics for UX. Optimization of the home page and landing pages.
• March 21: Navigation, search, filters. Lists of goods, product card.
• March 28: Forms optimization, user identification.
• April 4: Shopping cart, check-out and payment page.
• April 11: Google Material Design. Results of the marathon.
• April 18: The final event at the Moscow office of Google with an online broadcast. Panel discussion. Rewarding

Every week we will respond to questions from listeners in the comments to the broadcast and collect feedback. We will be happy to see the most active participants of the marathon at the final event in the Moscow office of Google, which will also be broadcast online.

To participate, register on the event website here to receive links to broadcasts the day before the event. All videos will also be available in the recording and sent out weekly to all registered participants of the marathon.