@jeroentjepkema
Guidelines for a succesfulMobile Customer Experience  (How to turn visitors into consumers)     Mobile Convention Amsterda...
We need a mobile strategy!
Should we focus on mobile site, native app or sms?                Richness of features                                    ...
/    *                                                                          Smartphone owners are the    #    %    0  ...
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                         Measur...
Denial: Mobile users? Do we have any?Acceptance: Create a simple site that works everywherePanic: We need app store presen...
Denial: Mobile users? Do we have any?Acceptance: Create a simple site that works everywherePanic: We need app store presen...
Denial: Mobile users? Do we have any?Acceptance: Create a simple site that works everywherePanic: We need app store presen...
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                                               ...
,-./01/23/4"5.43",@B1??"%!!C"D=43?"E"$))C"F=GG=1/"9.:3"H=3I?"                                                  JK3B"%"I33L...
,-./01/23/4"5.43",@B1??"%!!C"D=43?"E"$))C"F=GG=1/"9.:3"H=3I?"                                           JK3B"%"I33L?"E"!""...
2: Make it simple
Every site has a business model
Organic Search !   Campaigns!     Ad Network!                                              Transactional site             ...
!"                                     Media site        Enrolment!                                       Targeted!       ...
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 w...
Immediancy                Simplicity                                        Context             From: How to maximize Mobi...
Login account                         SearchRecommendations                            Daily deal
2.&)-#.34))     Organic Search !   Campaigns!     Ad Network!                            5&6&7),(&0,)                     ...
Mobile Marketing Awards 2011         3. Measure Mobile Diversity
Brand                  Desktop              .mobi             iPhoneKLM                               1.92               3...
Brand                  Desktop              .mobi             iPhoneKLM                               1.92               3...
Brand                  Desktop              .mobi             iPhoneKLM                               1.92               3...
Brand              iPhone         Blackberry           AndroidAegon Bank                     3.75              7.26       ...
Brand              iPhone         Blackberry           AndroidAegon Bank                     3.75              7.26       ...
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 ...
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...
Mobile site   Vs.   Native App
Mobile siteLatest browser support Short time to marketNo access to certain   native optionsHigher level of device    compa...
Native App    One touch startup Access to native options   Opportunities for improved performanceLong time to launch / Get...
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...
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...”         ...
Thanks! More questions?M: jtjepkema@measureworks.nlT: @jeroentjepkemaW: www.measureworks.nl
Measure works - Mobile Convention Amsterdam - Guidelines for a succesful mobile experience
Measure works - Mobile Convention Amsterdam - Guidelines for a succesful mobile experience
Measure works - Mobile Convention Amsterdam - Guidelines for a succesful mobile experience
Measure works - Mobile Convention Amsterdam - Guidelines for a succesful mobile experience
Measure works - Mobile Convention Amsterdam - Guidelines for a succesful mobile experience
Measure works - Mobile Convention Amsterdam - Guidelines for a succesful mobile experience
Measure works - Mobile Convention Amsterdam - Guidelines for a succesful mobile experience
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Measure works - Mobile Convention Amsterdam - Guidelines for a succesful mobile experience

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Mobile commerce raises the stakes for business owners. Recent research from Forrester and OVUM tells us that more than 70% of all consumers expect mobile sites to load as fast as regular websites. Even worse, after a bad experience, over 50% of all consumers will leave your mobile site to never return. This will have impact on your conversion and ultimately your bottom line. If you want to turn visitors into customers, every mobile strategy should focus on comfort and simplicity.

How? In this session Jeroen Tjepkema, Co-founder of MeasureWorks, will provide insight in trends, best practices and success factors for your Mobile Strategy. You'll learn:

- The latest mobile trends and how to adapt, from iPhone, Android to HTML5
- What to do with the ongoing discussion about Native App vs Mobile sites
- How successful mCommerce providers have adapted a mobile strategy
- How to gain insight in how your end-users are experiencing your mobile services
- Tips & tricks to quantify your Mobile ROI

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

  1. 1. @jeroentjepkema
  2. 2. Guidelines for a succesfulMobile Customer Experience (How to turn visitors into consumers) Mobile Convention Amsterdam, 19 April 2011
  3. 3. We need a mobile strategy!
  4. 4. Should we focus on mobile site, native app or sms? Richness of features !"#$%& !""# !""# ()*+,- !"#$%."/0&,+0 $%&()#*+)# $%&()#*+)# ()*+,- !"#$%1"/0&,+0.2,#%3$, ,$,# ,$,# ()*+,-Adressable audience Device focus
  5. 5. / * Smartphone owners are the # % 0 most active users $ * & ( ) *+ , - .+ ! " # $ % & ( ) *+ !"# $!"# %!"# &!"# !"# (!"# )!"# *!"# +!"# ,!"# -./01# 233401# 5678901#Source: Forrester Research North American Technographics® Benchmark Surveys, Q2 2010
  6. 6. What devices should we support?
  7. 7. The typical path to acompany’s mobile adoption
  8. 8. Denial: Mobile users? Do we have any? MeasureWorks Mobile Performance Meetup, 2011
  9. 9. Denial: Mobile users? Do we have any?Acceptance: Create a simple site that works everywhere MeasureWorks Mobile Performance Meetup, 2011
  10. 10. 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
  11. 11. 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
  12. 12. 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
  13. 13. Your customers have highexpectations of your mobile product
  14. 14. Mobile = Daily life
  15. 15. Guidelines for a succesful mobile experience
  16. 16. 1: Design for comfort
  17. 17. Q: Can end-users perform transactions in the mobile context?
  18. 18. ‣ Under time pressure ‣ While on the move ‣ Often one-handedQ: Can end-users perform transactions in the mobile context?
  19. 19. 60% of all mobile user expect websites to load as fast as in a regular browser
  20. 20. But, 75% of all user experience slow load times as their #1 issue
  21. 21. Followed by 51% who experience a mobile site which crashed or reveiced an error
  22. 22. Imagine this screen...
  23. 23. ..From this viewpoint34% of all users experience difficultywith viewing content on a mobile screen
  24. 24. As a result over 44% of your mobile visitors will blame the brand first before anything else!
  25. 25. Impact on conversion?
  26. 26. 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
  27. 27. ,-./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 #" !" !" $" %" &" " #" (" )" *" +" $!" $$" $%" $&" $" $#" 9.:3";1.0"<=23">./0"6?3@A8" Source: Gomez real user monitoring
  28. 28. ,-./01/23/4"5.43",@B1??"%!!C"D=43?"E"$))C"F=GG=1/"9.:3"H=3I?" JK3B"%"I33L?"E"!""#$%&()%(#*(+#,-.&/)#0121%,# &!" %#",-./01/23/4"5.43"678" %!" !"#$%&$($)*+#)(*,* !--*./&01(/1* $#" !"#$%&$($)*+#)(*,* 234&$(*5#6#/2* $!" Every second delay can lead up to 7% revenue risked #" !" !" $" %" &" " #" (" )" *" +" $!" $$" $%" $&" $" $#" 9.:3";1.0"<=23">./0"6?3@A8" Source: Gomez real user monitoring
  29. 29. 2: Make it simple
  30. 30. Every site has a business model
  31. 31. Organic Search ! Campaigns! Ad Network! Transactional site Visitor! Offer ! !" !"#$%&$&$() Upselling! Reach! Purchase step 1! !" Purchase step 2! !" Mailing, ! alerts, !" promotions! Conversion! !"*+,&$-.-&&$() Enrolment! /0.1()#$),+(&) !" Negative !" Positive
  32. 32. !" Media site Enrolment! Targeted! !" embedded add! Add Network! Visitor! !" !" Advertiser site!!"#$%&%"( )*#$+&(,-(./&"( !" Negative !" Positive
  33. 33. Ingredients for a mobile site
  34. 34. Immediancy From: How to maximize Mobile Website & Application ROI, Gomez/Forrester webinar, Dec. 15 2010
  35. 35. Immediancy Simplicity From: How to maximize Mobile Website & Application ROI, Gomez/Forrester webinar, Dec. 15 2010
  36. 36. Immediancy Simplicity Context From: How to maximize Mobile Website & Application ROI, Gomez/Forrester webinar, Dec. 15 2010
  37. 37. Login account SearchRecommendations Daily deal
  38. 38. 2.&)-#.34)) Organic Search ! Campaigns! Ad Network! 5&6&7),(&0,) Mobile Transactional site !"#$%&$&$() Visitor! Offer ! !" Purchase step 1! !" Reach! Conversion! !" Mailing, ! alerts, !" promotions!*+,&$-.-&&$() Enrolment! /0.1()#$),+(&) !" Negative !" Positive
  39. 39. Mobile Marketing Awards 2011 3. Measure Mobile Diversity
  40. 40. 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
  41. 41. 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
  42. 42. 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
  43. 43. 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
  44. 44. 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
  45. 45. 4: Native app vs. Mobile web
  46. 46. Regular website How do we engage with our customers?
  47. 47. Optimized mobileRegular website website How do we engage with our customers?
  48. 48. Optimized mobile Mobile nativeRegular website website application How do we engage with our customers?
  49. 49. Should we just go with our website?
  50. 50. IE8: 3.76 sec.Firefox 4: 3.20 sec. Measured with webpagetest.org
  51. 51. IE8: 3.76 sec. iPhone: 7.75 sec.Firefox 4: 3.20 sec. Android: 7.09 sec. Measured with webpagetest.org
  52. 52. Mobile site Vs. Native App
  53. 53. Mobile siteLatest browser support Short time to marketNo access to certain native optionsHigher level of device compatibility
  54. 54. Native App One touch startup Access to native options Opportunities for improved performanceLong time to launch / Get approval
  55. 55. New to mobile = Mobile site
  56. 56. Places‣ Efficiency matters‣ Leave when they’re bored‣ Collect feedback‣ A/B test content for pages/session, exits
  57. 57. Places = Native App
  58. 58. Tasks‣ Effectiveness matters‣ Completion, abandonment‣ Collect “motivation” feedback‣ A/B test layouts for conversion
  59. 59. Task = Mobile site
  60. 60. Task = Mobile site Unless you’re willing to sponsor Apple
  61. 61. 5: Context? Measure and analyse it!
  62. 62. Who’s driving?5: What we need is context! Context? Measure and analyse it!
  63. 63. Who’s driving? Where is he driving to?5: What we need is context! Context? Measure and analyse it!
  64. 64. Why like this? Who’s driving? Where is he driving to?5: What we need is context! Context? Measure and analyse it!
  65. 65. Web Analytics can tell you a lot.
  66. 66. And it tells you have much money they’ve spend
  67. 67. But...
  68. 68. What did Could they vs.they do? do it?
  69. 69. Performance data: Average page load time
  70. 70. !"#$%&! (&)*+&&# ,+-#.+/01/23*4+#5*36784&#
  71. 71. Context: Web Performance Analytics
  72. 72. Summary
  73. 73. “...Mobile Consumers are willing to trade in functionality, but are not willing to give up on comfort...” Gomez Networks, Mobile Performance Research, 2010
  74. 74. Thanks! More questions?M: jtjepkema@measureworks.nlT: @jeroentjepkemaW: www.measureworks.nl

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