measureworks - multichannel 2013 - why your users quit your online (mobile) strategy

@jeroentjepkema

Performance Usability Experience:: ::

Rules of ThumbWhy your users will quit your online (mobile) strategy

Multichannel 2013, April 24, 2013

http://bit.ly/MW-MC13

http://bit.ly/MW-DML13


Performance?

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Aba

ndon

men

t"Rate"(%

)"

Page"Load"Time"Band"(sec.)"

Abandonment*Rate*,*All*Browsers*

Source: Gomez real user monitoring

Abandonment"Rate"Across"200+"Sites"/"177+"Million"Page"Views"Over"2"weeks"/"All#Browsers#

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Aba

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t"Rate"(%

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Abandonment"Rate"Across"200+"Sites"/"177+"Million"Page"Views"Over"2"weeks"/"All#Browsers#

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t"Rate"(%

)"



Abandonment*Rate*,*iPhone*Safari*


Abandonment"Rate"Across"200+"Sites"/"177+"Million"Page"Views"Over"2"weeks"/"All#Browsers#vs.#iPhone#Safari#

@jeroentjepkema, MeasureWorks

(inter)action

We

0,3Instantaneous: I like it!

0

1


Interaction: Let’s conversate...

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1

3



Mmm, shall I click away?

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10

1

3




Only if the task/content is relevant

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10

1

3

0,3Do I like it?

Do I want to conversate?

This is where the magic happens


Only if the task/content is relevant

0

How we perceive “interaction”?

Sensitive for specific tasks


Always compared to past experiences




Task completion has positive impact



Slowdowns hurts

Task completion has positive impact




Experience the

difference

Tested with webpagetest.org (3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)

Ultimate goal = “flow state”

Relevant content, to support

task completion

With fast delivery, focus on interaction

Flow is an “optimal experience”

that is “intrinsically enjoyable”

“”

Myth busted?

Technology vs. Perceived

Experiment 1:Desktop

Which website would you recommend in terms of performance?

100 users Buy a summer holiday online

Desktop only, fixed selection of shops

(Travel30)

1

2

3

4

5

Perceived Technology

Sunweb

Globe

Neckermann

D-reizen

Arke

Ranking

Study performed by MeasureWorks for Emerce eTravel, 2013Technology vs. Perceived

1

2

3

4

5

Perceived Technology

Sunweb Sunweb

D-reizen Globe

Neckermann Neckermann

Arke D-reizen

Globe Arke

Ranking

Study performed by MeasureWorks for Emerce eTravel, 2013Technology vs. Perceived

Experiment 2:Mobile

Mobile shopping experience setup....

100 mobile users Mobile browsers only via 3G, no WiFi

Perform 2 tasks:‣Buy a book‣Buy a T-shirt

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12,5

25

37,5

50

Zalando HM V&D Tom Tailor3,97,7

15,4

42,1

1. Buy a T-shirt 2. Review

4

45

2420

Design Speed Mobile Readiness Other

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40

Zalando HM V&D Tom Tailor

8

34

15,4126

18

54

21


Roun

d 1

Roun

d 2

Many functional issues reported

with Zalando

Mobile Only research:- Task completion: Only use smartphone to buy a book- N = 100, users range from 20-65

Nexus - Android - 3GTested with webpagetest.org (3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)

Nexus - Android - 3G

Tested with webpagetest.org (3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)

Mobile readiness

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25

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Bol.com Selexyz Bruna Other

1. Buy a book 2. Review 3. Buy at a different store

161624

44


12

46

2616


Mobile Only research:- Task completion: Only use smartphone to buy a book- N = 100, users range from 20-65

Bol.com Selexyz De Boekerij ECI Bruna Cosmox

Target your audience!

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40%

Speed Readiness

18%

40% 40%

25%

< 34 > 35

Mobile Web42%

Native58%

Mobile Web55%

Native45%

< 34 > 35

Recipe for performance

You

1.Eco-System of

me

Deliver the same experience to all your (mobile) users

Regular website Native Application


Regular website Native ApplicationOptimized Mobile Web


Mobile firstexperience

Prioritize your business goals



Prioritize your business goals

Deliver content accordingly

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1

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9

MoneYou ING IEX Binck Alex ABN Amro

4,84,64,6

2,32,33,5

8,9

3,8

8,5

23

7,9

1,31,8

0,6

3,7

0,91,2

Desktop Mobile Native

Page

Loa

d Ti

me

(sec

.)

Mobile First experience?Tested with webpagetest.org & gomez (For desktop 8Mbs up/ 1,5Mbs down, for Mobile 3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)

#2Design for (mobile)

use cases

Focus on task

completion

With mobile

conditions in mind

Optimized for the right screen

Native app

Mobile Web - Landscape

Mobile Web - Portrait

#3Collecting

data

INTERNET CUSTOMERS

Third-party/ Cloud Services

Content Delivery Networks

Local ISP

Mobile Carriers

Major ISP

INTERNAL USERS (CLOUD) DATA CENTER

Storage DB Servers Web Servers

App Servers

Middleware Servers Mainframe

Load Balancers

Network

INTERNET CUSTOMERS



Local ISP

Mobile Carriers

Major ISP



App Servers


Load Balancers

Network This is what you control...

INTERNET CUSTOMERS



Local ISP

Mobile Carriers

Major ISP



App Servers


Load Balancers

Network This is what you control... What you’re blamed for..

Measuring performance?

Measuring performance? Outside-in, from the user’s perspective...

Use real devices and/or users

With both 3G and WiFi

connections

Based on Real usage scenario’s

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9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 1 2 3 4 5 6 7 8 9 10

2,9 2,5 3,22,4

3,62,6 2,5 2,5 2,7 2,8

22,0

2,5 2,6

19,0

2,7 3,0 2,7 2,5 2,8 2,8 3,1 2,6 2,5 2,5 2,8 2,6

Worldticketcenter.nl

31 May 2012 1 June 2012

Worldticketcenter.nl

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9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 1 2 3 4 5 6 7 8 9 10

31 May 2012 1 June 2012

Source: Compuware, 2012, Engaging the tablet user; What to expect from web sites?

Why it matters?

Source: Compuware, 2012, Engaging the tablet user; What to expect from web sites?

Why it matters? 76% of mobile consumers won’t retry more than twice

Source: Oracle, 2012, Customer Experience Survey

Why it matters? 89% of (mobile) consumers will leave to the competition

To summarize...

Performance is a requirement

Net Performance Score

Create great service

Real users,real devices,

real data

Detecting Trends

Don’t let them click away

Create an experience

that performs

Questions?

View slides: http://bit.ly/MW-MC13

More performance? Join us May 18, webperfdays.org





Thanks! More questions?M: [email protected]: @jeroentjepkemaW: www.measureworks.nl

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