Measure works - Mobile Convention Amsterdam - Guidelines for a succesful mobile experience

@jeroentjepkema

Guidelines for a succesfulMobile Customer Experience (How to turn visitors into consumers) Mobile Convention Amsterdam, 19 April 2011

We need a mobile strategy!

Should we focus on mobile site, native app or sms? Richness of features !"#$%& !""# !""# ()*+,- !"#$%."/0&,+0 $%&()#*+)# $%&()#*+)# ()*+,- !"#$%1"/0&,+0.2,#%3$, ,$,# ,$,# ()*+,-Adressable audience Device focus

/ * Smartphone owners are the # % 0 most active users $ * & ( ) *+ , - .+ ! " # $ % & ( ) *+ !"# $!"# %!"# &!"# !"# (!"# )!"# *!"# +!"# ,!"# -./01# 233401# 5678901#Source: Forrester Research North American Technographics® Benchmark Surveys, Q2 2010

What devices should we support?

The typical path to acompany’s mobile adoption

Denial: Mobile users? Do we have any? MeasureWorks Mobile Performance Meetup, 2011

Denial: Mobile users? Do we have any?Acceptance: Create a simple site that works everywhere MeasureWorks Mobile Performance Meetup, 2011

Denial: Mobile users? Do we have any?Acceptance: Create a simple site that works everywherePanic: We need app store presence as quickly as possible MeasureWorks Mobile Performance Meetup, 2011

Denial: Mobile users? Do we have any?Acceptance: Create a simple site that works everywherePanic: We need app store presence as quickly as possible Contemplation: Wow! Can these phones do that? MeasureWorks Mobile Performance Meetup, 2011

Denial: Mobile users? Do we have any?Acceptance: Create a simple site that works everywherePanic: We need app store presence as quickly as possible Contemplation: Wow! Can these phones do that? Maturity: Use mobile speciﬁc capabilities to it’s fullest MeasureWorks Mobile Performance Meetup, 2011

Your customers have highexpectations of your mobile product

Mobile = Daily life

Guidelines for a succesful mobile experience

1: Design for comfort

Q: Can end-users perform transactions in the mobile context?

‣ Under time pressure ‣ While on the move ‣ Often one-handedQ: Can end-users perform transactions in the mobile context?

60% of all mobile user expect websites to load as fast as in a regular browser

But, 75% of all user experience slow load times as their #1 issue

Followed by 51% who experience a mobile site which crashed or reveiced an error

Imagine this screen...

..From this viewpoint34% of all users experience difﬁcultywith viewing content on a mobile screen

As a result over 44% of your mobile visitors will blame the brand ﬁrst before anything else!

Impact on conversion?

40Page Abandonment % Increase in 30 20 38% 33% 25% 10 7% 0 2 to 4 seconds 2 to 6 seconds 2 to 8 seconds 2 to 10 seconds Change in page load time Forrester research 2010

,-./01/23/4"5.43",@B1??"%!!C"D=43?"E"$))C"F=GG=1/"9.:3"H=3I?" JK3B"%"I33L?"E"!""#$%&()%(# &!" %#",-./01/23/4"5.43"678" %!" !"#$%&$($)*+#)(*,* $#" !--*./&01(/1* $!" Every second delay can lead up to 7% revenue risked #" !" !" $" %" &" " #" (" )" *" +" $!" $$" $%" $&" $" $#" 9.:3";1.0"<=23">./0"6?3@A8" Source: Gomez real user monitoring

,-./01/23/4"5.43",@B1??"%!!C"D=43?"E"$))C"F=GG=1/"9.:3"H=3I?" JK3B"%"I33L?"E"!""#$%&()%(#*(+#,-.&/)#0121%,# &!" %#",-./01/23/4"5.43"678" %!" !"#$%&$($)*+#)(*,* !--*./&01(/1* $#" !"#$%&$($)*+#)(*,* 234&$(*5#6#/2* $!" Every second delay can lead up to 7% revenue risked #" !" !" $" %" &" " #" (" )" *" +" $!" $$" $%" $&" $" $#" 9.:3";1.0"<=23">./0"6?3@A8" Source: Gomez real user monitoring

2: Make it simple

Every site has a business model

Organic Search ! Campaigns! Ad Network! Transactional site Visitor! Offer ! !" !"#$%&$&$() Upselling! Reach! Purchase step 1! !" Purchase step 2! !" Mailing, ! alerts, !" promotions! Conversion! !"*+,&$-.-&&$() Enrolment! /0.1()#$),+(&) !" Negative !" Positive

!" Media site Enrolment! Targeted! !" embedded add! Add Network! Visitor! !" !" Advertiser site!!"#$%&%"( )*#$+&(,-(./&"( !" Negative !" Positive

Ingredients for a mobile site

Immediancy From: How to maximize Mobile Website & Application ROI, Gomez/Forrester webinar, Dec. 15 2010

Immediancy Simplicity From: How to maximize Mobile Website & Application ROI, Gomez/Forrester webinar, Dec. 15 2010

Immediancy Simplicity Context From: How to maximize Mobile Website & Application ROI, Gomez/Forrester webinar, Dec. 15 2010

Login account SearchRecommendations Daily deal

2.&)-#.34)) Organic Search ! Campaigns! Ad Network! 5&6&7),(&0,) Mobile Transactional site !"#$%&$&$() Visitor! Offer ! !" Purchase step 1! !" Reach! Conversion! !" Mailing, ! alerts, !" promotions!*+,&$-.-&&$() Enrolment! /0.1()#$),+(&) !" Negative !" Positive

Mobile Marketing Awards 2011 3. Measure Mobile Diversity

Brand Desktop .mobi iPhoneKLM 1.92 3.91 4.15Nu.nl 1.82 5.73 4.00Telegraaf 3.71 5.03 2.91Volkskrant 2.49 4.64 6.09Bol.com 2.31 7.46 2.01Hyves 1.37 7.17 3.89Wehkamp 2.32 2.90 8.05Marktplaats 3.32 15.21 7.79AH 1.87 5.07 3.50OV9292 1.83 3.04 2.42 Study performed by MeasureWorks, with Gomez Active XF from March 1st - April 17th

Brand Desktop .mobi iPhoneKLM 1.92 3.91 4.15Nu.nl 1.82 5.73 4.00Telegraaf 3.71 5.03 2.91Volkskrant 2.49 4.64 6.09Bol.com 2.31 7.46 2.01Hyves 1.37 7.17 3.89Wehkamp 2.32 2.90 n.a.Marktplaats 3.32 15.21 7.79AH 1.87 5.07 3.50OV9292 1.83 3.04 2.42 Study performed by MeasureWorks, with Gomez Active XF from March 1st - April 17th

Brand iPhone Blackberry AndroidAegon Bank 3.75 7.26 6.98Rabobank 4.18 3.72 5.23ABN Amro 5.65 5.95 7.70ING 6.36 6.61 7.02Delta LLoyd 7.03 10.20 6.03SNS 9.52 9.26 9.31Average 6.07 7.16 7.05 Study conducted by MeasureWorks for Emerce Eﬁnancials, November 2011

4: Native app vs. Mobile web

Regular website How do we engage with our customers?

Optimized mobileRegular website website How do we engage with our customers?

Optimized mobile Mobile nativeRegular website website application How do we engage with our customers?

Should we just go with our website?

IE8: 3.76 sec.Firefox 4: 3.20 sec. Measured with webpagetest.org

IE8: 3.76 sec. iPhone: 7.75 sec.Firefox 4: 3.20 sec. Android: 7.09 sec. Measured with webpagetest.org

Mobile site Vs. Native App

Mobile siteLatest browser support Short time to marketNo access to certain native optionsHigher level of device compatibility

Native App One touch startup Access to native options Opportunities for improved performanceLong time to launch / Get approval

New to mobile = Mobile site

Places‣ Efﬁciency matters‣ Leave when they’re bored‣ Collect feedback‣ A/B test content for pages/session, exits

Places = Native App

Tasks‣ Effectiveness matters‣ Completion, abandonment‣ Collect “motivation” feedback‣ A/B test layouts for conversion

Task = Mobile site

Task = Mobile site Unless you’re willing to sponsor Apple

5: Context? Measure and analyse it!

Who’s driving?5: What we need is context! Context? Measure and analyse it!

Who’s driving? Where is he driving to?5: What we need is context! Context? Measure and analyse it!

Why like this? Who’s driving? Where is he driving to?5: What we need is context! Context? Measure and analyse it!

Web Analytics can tell you a lot.

And it tells you have much money they’ve spend

But...

What did Could they vs.they do? do it?

Performance data: Average page load time

!"#$%&! (&)*+&&# ,+-#.+/01/23*4+#5*36784&#

Context: Web Performance Analytics

Summary

“...Mobile Consumers are willing to trade in functionality, but are not willing to give up on comfort...” Gomez Networks, Mobile Performance Research, 2010

Thanks! More questions?M: jtjepkema@measureworks.nlT: @jeroentjepkemaW: www.measureworks.nl

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Measure works - Mobile Convention Amsterdam - Guidelines for a succesful mobile experience

by MeasureWorks on Apr 20, 2011

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Measure works - Mobile Convention Amsterdam - Guidelines for a succesful mobile experience — Presentation Transcript