Websites in Thailand rank higher than the industry average in terms of mobile design and product pages, according to a new study by Google. But they lag when it comes to findability, registration/conversion and speed.
Google commissioned Accenture Interactive to seek out top-performing mobile sites in finance, retail and commerce and rank them in the "Masters of Mobile" study.
The report provides businesses with a better understanding of their websites' performance and evaluates the capabilities of their mobile sites to optimise for effective business performance.
The study reviewed more than 700 highly visited websites in 12 countries across Asia-Pacific. The user experience was evaluated based on five research metrics: findability, product pages, registration/conversion, mobile design and speed of the website.
Websites from Thailand rank high on product pages and mobile design when compared with the industry average. There is still room for improvement in findability, registration/conversion and speed.
The research also identified top-performing businesses in Thailand, the so-called Masters of Mobile across travel, retail and finance.
In financial services, Aeon, Citibank and KTC were the top brands. In retail, Amazon, eBay and Lazada were on top. In travel, Hotels.com, Expedia and Traveloka led.
One of the tools that digital marketers can use to help mobile web advertisers and publishers understand, benchmark and improve their site speed is Test My Site.
The new Test My Site tool merges the existing Test My Site and mobile speed scorecard into a single experience at Think with Google.
Test My Site lets users understand the speed of both their entire site and the individual pages within their site, or even compare their site with competitor sites.
Using this tool, businesses like BMW rebuilt their mobile site to load 3-4 times faster. The proportion of people clicking from BMW.com to a BMW sales site soared from 8% to 30%, nearly four times higher than before.