eFinancials 2013 - Matthew Niederberger & Jeroen Tjepkema - Philips Lighting & MeasureWorks
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eFinancials 2013 - Matthew Niederberger & Jeroen Tjepkema - Philips Lighting & MeasureWorks

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    eFinancials 2013 - Matthew Niederberger & Jeroen Tjepkema - Philips Lighting & MeasureWorks eFinancials 2013 - Matthew Niederberger & Jeroen Tjepkema - Philips Lighting & MeasureWorks Presentation Transcript

    • @matthewNL Digital Insights & Analytics Manager
    • @jeroentjepkema Founder & CEO
    • Content is king, but Experience is your killer feature Emerce Efinancials, October 31, 2013
    • Content vs. Experience (Usability, Speed, Responsiveness)
    • How we perceive experience....
    • How we perceive experience.... 15%-20% worse than in reality
    • How we perceive experience.... 15%-20% worse than in reality Task completion has positive impact
    • How we perceive experience.... 15%-20% worse than in reality Task completion has positive impact Slow downs have more impact
    • How we perceive experience.... 15%-20% worse than in reality Task completion has positive impact Slow downs have more impact Always compared to past experiences
    • A simple online business model: Marketing Conversion Optimization New visitors Search Tweets Mentions ADs seen Conversion rate Growth Number of visits Loss Bounce rate Revenue Pages per visit Time on site X Order value
    • Consumers visit 18-23 websites before they finally convert Source: TNS/Nipo
    • Experience influence cycle Search/Orientation phase 1 Perception of experience http://twinkle100.measureworks.nl
    • Experience influence cycle Stimulate conversion 4 Search/Orientation phase 5 1 Perception of experience http://twinkle100.measureworks.nl Delivered experience 3 2 Your website
    • I speed @jeroentjepkema, MeasureWorks
    • 0 Source: Jakob Nielsen
    • 0,3 0 Instantaneous: I like it! Source: Jakob Nielsen
    • 1 0,3 0 Interaction: Let’s conversate... Instantaneous: I like it! Source: Jakob Nielsen
    • 3 1 0,3 0 Mmm, shall I click away? Interaction: Let’s conversate... Instantaneous: I like it! Source: Jakob Nielsen
    • 10 Only if the task/content is relevant 3 1 0,3 0 Mmm, shall I click away? Interaction: Let’s conversate... Instantaneous: I like it! Source: Jakob Nielsen
    • 0:00 sec. Conversation starts
    • 0:00 sec. Conversation starts 2.5 sec. First reply
    • 0:00 sec. Conversation starts 4.5 sec. Finish conversation 2.5 sec. First reply
    • 0:00 sec. Conversation starts 4.5 sec. Finish conversation Comfort zone 2.5 sec. First reply
    • 0:00 sec. Conversation starts Comfort zone 4.5 sec. Finish conversation Tolerated 2.5 sec. First reply
    • 0:00 sec. Conversation starts Comfort zone 4.5 sec. Finish conversation Tolerated 2.5 sec. First reply Frustrated
    • The holy grail in experience is “flow state”
    • “” Flow is an “optimal experience” that is “intrinsically enjoyable”
    • Provide relevant content to support task completion
    • Deliver it fast, focus on perception
    • http://www.nytimes.com/2012/08/19/opinion/sunday/why-waiting-in-line-is-torture.html?pagewanted=all&_r=0
    • http://answers.yahoo.com/question/index?qid=1005081200005
    • That’s not my website?
    • Speed vs. design
    • Over 60% of people that experienced a slow website ranked design 2 points lower compared to a fast experience Slow Average Fast % of respondents that rated the actual website speed 100 75 50 25 0 1 2 3 Design score (1=bad - 5=beautiful) 4 5
    • “Being average doesn’t beat the competition”
    • My website
    • “The customer isn’t always right, but in the end it is always about the customer.” ! ~ Gordon Bethune
    • “You’re more likely to miss stuff just because it takes a long time to scroll down the page” ! ~ User 56A on the MeetHue.com website
    • “You get the blame for things that are not your fault” ! ~ User 42 on the Philips Lighting website
    • “Their website doesn’t have to be perfect. I’m buying a product, not a website. ! Although, that being said, a nice clean website really makes me want to buy this product over a competitor” ! ~ User 36G on the MeetHue.com website
    • M-commerce?
    • Mobile shopping experience setup.... 100 mobile users Perform 2 tasks: ‣Buy a book ‣Buy a T-shirt Mobile browsers only via 3G, no WiFi
    • Issue 1: Mobile readiness
    • 100 75 50 26 24 25 0 46 44 16 Bol.com Selexyz Bruna Other 1. Buy a book Mobile Only research: - Task completion: Only use smartphone to buy a book - N = 100, users range from 20-65 Design Speed 16 Mobile Readiness 2. Feedback bol.com 16 Other Design 12 Speed Mobile Readiness Other 3. Feedback from different stores
    • Optimized vs Non-optimized
    • Issue 2: Speed
    • Functional issues reported with Zalando 50 37,5 Round 1 25 45 42,1 20 12,5 15,4 0 Zalando HM 7,7 Tom Tailor 4 3,9 V&D 24 Design 1. Buy a T-shirt Speed Mobile Readiness Other 2. Feedback 40 30 Round 2 20 10 12 0 54 34 Zalando Mobile Only research: - Task completion: Only use smartphone to buy a book - N = 100, users range from 20-65 21 15,4 HM 18 8 V&D Tom Tailor Design Speed 6 Mobile Readiness Other
    • Nexus - Android - 3G Tested with webpagetest.org (3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)
    • Mobile Banking
    • The mobile user experience… 50 users of ING, ABN and Rabobank Rate the user experience Select home insurance
    • There’s an app for that?!
    • Mobile satisfaction compared to desktop 80% 74% 77% Usability Speed 23% Design Content Satisfaction Mobile Banking research: - Focus on task completion - N = 50, users range from 20-65
    • Mobile satisfaction compared to desktop 80% 74% 77% Preference per type of task 77% 72% 38% 34% 23% Design Content Usability Satisfaction Mobile Banking research: - Focus on task completion - N = 50, users range from 20-65 Speed Check Balance Transfer 3d Party payments View history Mobile task preference
    • Mobile satisfaction compared to desktop Preference per type of task Mobile versus Desktop frequency Mobile 80% 74% 77% 77% 72% 38% 34% 23% Design Content Usability Satisfaction Mobile Banking research: - Focus on task completion - N = 50, users range from 20-65 Speed Check Balance Transfer 3d Party payments View history Mobile task preference Daily Weekly 2-weekly Mobile Usage Monthly
    • Mobile websites?
    • Desktop Mobile 81% 71% 56% 62% 34% 42% 37% 22% Design Content Usability Speed Design Task satisfaction Desktop vs. Mobile Mobile Banking research: - Focus on task completion - N = 50, users range from 20-65 Content Usability Speed
    • What’s your preference? 4% Mobile Banking research: - Focus on task completion - N = 50, users range from 20-65 96%
    • Recipe for experience
    • Customer Journey Optimize all your touch points
    • Design for the mobile flow
    • Make it (feel) fast!
    • And remember… these are your users
    • Ask for (continuos) feedback
    • Measure the performance of everyone
    • If anything else...
    • Performance is key for experience …without it, NO focus on content
    • Thanks! More questions? M: jtjepkema@measureworks.nl T: @jeroentjepkema W: www.measureworks.nl