@jeroentjepkemaPerformance :: Analytics :: Engagement
Building the User Experience that lasts     5 ways to challenge your developers                              Digital Marke...
“”
“”Your users spend most of theirtime on other sites!                      Jacob Nielsen
It starts with the ‘First Click’
Turn visitors into buyers?
More conversion = More visitors?
But if we look closer......
Why did customers drop off?‣Price‣Functional errors?‣Performance issues?
Why did customers drop off?‣Price‣Functional errors?‣Performance issues?                              What’s the business ...
Be more effective = Less abandonment?
“”
“”(Mobile) Consumers are willing to trade in functionality, but are not     willing to give up on comfort                 ...
Recipe for success....
1. Can my Frog use it?
1. Can my Frog use it?
Mobile First: Keep it simple
Every site has a business model
Organic Search    Campaigns     Ad Network                                              Transactional site                ...
€"                                     Media site        Enrolment                                       Targeted         ...
Select the right ingredients...
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
iOS$4.3$–$iPhone$4$
Why is this important?
Desktop          Tablet                   Mobile                   Phone
iPhone         The good....
iPadiPhone                The good....
Desktop         iPadiPhone                The good....
iPhone    The bad....
iPadiPhone    The bad....
iPadiPhone                         Desktop    The bad....
The ugly....?
2. Is if fast enough?
Performance matters....
Just a1-second  delay
Just a       7%1-second     loss in  delay    conversion
Just a       7%          11%1-second     loss in      fewer  delay    conversion   page views
Just a       7%          11%        16% decrease1-second     loss in      fewer       in customer  delay    conversion   p...
Abandonment"Rate"Across"200+"Sites"/"177+"Million"Page"Views"                                                  Over"2"week...
Abandonment"Rate"Across"200+"Sites"/"177+"Million"Page"Views"                                           Over"2"weeks"/"All...
Patience is a ‘virtue’
5                                                                                              4                          ...
5                                                                                              4                          ...
Performance impacts behavior
Less likely to visit site again                                 49%            Visit competitor?                          ...
Less likely to visit site again                                 49%            Visit competitor?                          ...
Would you retry?0x     1x    2x                            3x                      4x6%   24%   46%                       ...
FAST is better than SLOW
Internet Explorer 8:     3,78 sec.     Firefox 4:     2,54 sec.     Chrome 8:     2,54 sec.      Safari 4:      2,64 sec. ...
Should we just go with our website?
IE8: 5.73 sec.Chrome: 2.54 sec.                    Measured with webpagetest.org
IE8: 5.73 sec.    iPhone: 9.37 sec.Chrome: 2.54 sec.   Android: 9.33 sec.                            Measured with webpage...
Impact of 3d Party Providers
0                 2                     4                         6                             8                         ...
0                 2                     4                         6                             8                         ...
In terms of Multi Channel Experience?
6532025-10   26-10   27-10   28-10   29-10   30-10     31-10                                                MoneYou       ...
6532        2 second threshold before abandonment025-10   26-10   27-10   28-10   29-10   30-10     31-10                 ...
9                                                                                                                         ...
3. Does it work across all devices?
Multi Browser
Multi Browser                Multi Browser
Touch & Gesture
Always go for ‘live’
Real Devices
3G and WiFi connections
Real usage...
Example 1: DWDD - Desktop
Example 1: DWDD - iPad
Example 2: Lufthansa - Desktop
Example 2: Lufthansa - iPhone
Example 2: Lufthansa - iPhone
4. Are we ready for extra visitors?
Goodcampaign
Good         gonecampaign
Good         gone   BAD!campaign
A continuous battle?
Find your ceilings...
Source: John Allspaw, Flickr.com....know what your limits are
Source: John Allspaw, Flickr.com                                      Business:                                   What do ...
Source: John Allspaw, Flickr.com                                          IT:                                   What you h...
Source: John Allspaw, Flickr.com                                          IT:                                   What you h...
Web%traffic%%(Pageviews)!                                                                                1.000.000!         ...
5. Did we deliver up to expectation?
Context?
Who’s driving?Context?need is context!What we
Why like this?Who’s driving?Context?need is context!What we
Why like this?Who’s driving?                 Where is he driving to?Context?need is context!What we
Accounting:Web Analytics   =   What did                    they do?
Accounting:   Web Analytics      =   What did                          they do?                            Context:Perform...
Collect End User Experience data....
Where they use it?
When they use it?
How they use it?
And correlate...
0,00%                                          2,00%                                                      4,00%           ...
0,00%                                                                                                                     ...
0,00%                                                                                                                     ...
Would you recommend me?
Performance vs. Sentiment
5 ways to challenge your developers
Make it fast, 5 ways to challenge your developers
Make it fast,Easy to use, 5 ways to challenge your developers
Make it fast,    Easy to use,Across all the devices     5 ways to challenge your developers
Make it fast,    Easy to use,Across all the devices For all your visitors     5 ways to challenge your developers
Make it fast,    Easy to use,Across all the devices For all your visitors And measure theend user experience     5 ways to...
Business drives Experience....
Recommended...
Luke Wroblewski: Mobile First Ethan Marcotte: Responsive Web DesignEstelle Whyle: http://www.standardista.com   h     Or v...
Questions?
Thanks! More questions?M: jtjepkema@measureworks.nlT: @jeroentjepkemaW: www.measureworks.nl
#2the ‘Mobile Only’ generation
Mobile Only generation                            Mobile"Internet"Users"Who"Never"or"Infrequently"Use"the"Desktop"Internet...
Mobile User
Under time pressure                      Mobile User
While on the move     Under time pressure                           Mobile User
Often one handedWhile on the move     Under time pressure                            Mobile User
MeasureWorks - Digital Marketing Life - Turn Visitors into Consumers
MeasureWorks - Digital Marketing Life - Turn Visitors into Consumers
MeasureWorks - Digital Marketing Life - Turn Visitors into Consumers
MeasureWorks - Digital Marketing Life - Turn Visitors into Consumers
MeasureWorks - Digital Marketing Life - Turn Visitors into Consumers
MeasureWorks - Digital Marketing Life - Turn Visitors into Consumers
MeasureWorks - Digital Marketing Life - Turn Visitors into Consumers
MeasureWorks - Digital Marketing Life - Turn Visitors into Consumers
MeasureWorks - Digital Marketing Life - Turn Visitors into Consumers
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MeasureWorks - Digital Marketing Life - Turn Visitors into Consumers

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Your working hard with your marketing program to get more traffic to your website and other online products. But you don't see an significant improvement in conversion and/or brand loyalty. The trouble nowadays with these consumers is they are no longer to be considered as 'page views', 'bouncers' or 'returning visitors'. They are individuals and want to be treated as such. When they do visit your online service, a good experience will be key to convert visitors into buyers.

Adapting to these changes and delivering the right end user experience will become the challenge for the coming years. This presentation covers 5 simple questions to challenging your development team to build a great user experience.

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MeasureWorks - Digital Marketing Life - Turn Visitors into Consumers

  1. 1. @jeroentjepkemaPerformance :: Analytics :: Engagement
  2. 2. Building the User Experience that lasts 5 ways to challenge your developers Digital Marketing Live, 21-22 March 2012
  3. 3. “”
  4. 4. “”Your users spend most of theirtime on other sites! Jacob Nielsen
  5. 5. It starts with the ‘First Click’
  6. 6. Turn visitors into buyers?
  7. 7. More conversion = More visitors?
  8. 8. But if we look closer......
  9. 9. Why did customers drop off?‣Price‣Functional errors?‣Performance issues?
  10. 10. Why did customers drop off?‣Price‣Functional errors?‣Performance issues? What’s the business impact? ‣Lost customers? ‣Revenue risked? ‣In Euros?
  11. 11. Be more effective = Less abandonment?
  12. 12. “”
  13. 13. “”(Mobile) Consumers are willing to trade in functionality, but are not willing to give up on comfort Ovum Research, 2011
  14. 14. Recipe for success....
  15. 15. 1. Can my Frog use it?
  16. 16. 1. Can my Frog use it?
  17. 17. Mobile First: Keep it simple
  18. 18. Every site has a business model
  19. 19. Organic Search Campaigns Ad Network Transactional site Visitor Offer €" Abondenment) Upselling Reach Purchase step 1 €" Purchase step 2 €" Mailing, alerts, €" promotions Conversion €"Disengagement) Enrolment Impact)on)site) €" Negative €" Positive
  20. 20. €" Media site Enrolment Targeted €" embedded add Add Network Visitor €" €" Advertiser siteDeparture( Impact(on(site( €" Negative €" Positive
  21. 21. Select the right ingredients...
  22. 22. Immediancy From: How to maximize Mobile Website & Application ROI, Gomez/Forrester webinar, Dec. 15 2010
  23. 23. Immediancy Simplicity From: How to maximize Mobile Website & Application ROI, Gomez/Forrester webinar, Dec. 15 2010
  24. 24. Immediancy Simplicity Context From: How to maximize Mobile Website & Application ROI, Gomez/Forrester webinar, Dec. 15 2010
  25. 25. Login account SearchRecommendations Daily deal
  26. 26. iOS$4.3$–$iPhone$4$
  27. 27. Why is this important?
  28. 28. Desktop Tablet Mobile Phone
  29. 29. iPhone The good....
  30. 30. iPadiPhone The good....
  31. 31. Desktop iPadiPhone The good....
  32. 32. iPhone The bad....
  33. 33. iPadiPhone The bad....
  34. 34. iPadiPhone Desktop The bad....
  35. 35. The ugly....?
  36. 36. 2. Is if fast enough?
  37. 37. Performance matters....
  38. 38. Just a1-second delay
  39. 39. Just a 7%1-second loss in delay conversion
  40. 40. Just a 7% 11%1-second loss in fewer delay conversion page views
  41. 41. Just a 7% 11% 16% decrease1-second loss in fewer in customer delay conversion page views satisfaction
  42. 42. Abandonment"Rate"Across"200+"Sites"/"177+"Million"Page"Views" Over"2"weeks"/"All#Browsers# 30" 25"Abandonment"Rate"(%)" 20" Abandonment*Rate*,* 15" All*Browsers* 10" 5" 0" 0" 1" 2" 3" 4" 5" 6" 7" 8" 9" 10" 11" 12" 13" 14" 15" Page"Load"Time"Band"(sec.)" Source: Gomez real user monitoring
  43. 43. Abandonment"Rate"Across"200+"Sites"/"177+"Million"Page"Views" Over"2"weeks"/"All#Browsers#vs.#iPhone#Safari# 30" 25"Abandonment"Rate"(%)" 20" Abandonment*Rate*,* All*Browsers* 15" Abandonment*Rate*,* iPhone*Safari* 10" 5" 0" 0" 1" 2" 3" 4" 5" 6" 7" 8" 9" 10" 11" 12" 13" 14" 15" Page"Load"Time"Band"(sec.)" Source: Gomez real user monitoring
  44. 44. Patience is a ‘virtue’
  45. 45. 5 4 3 2 1 0 Desktop MobileSource: Strangeloopnetworks.com & Compuware: Engaging the tablet user; What to expect from web sites?
  46. 46. 5 4 3 2 1 0 Desktop Tablet MobileSource: Strangeloopnetworks.com & Compuware: Engaging the tablet user; What to expect from web sites?
  47. 47. Performance impacts behavior
  48. 48. Less likely to visit site again 49% Visit competitor? 46% Brand impact? 28% Tell others? 21%Contact Customer Service? 16% Source: Compuware - Engaging the tablet user; What to expect from web sites?
  49. 49. Less likely to visit site again 49% Visit competitor? 46% Brand impact? 28% Tell others? 21%Contact Customer Service? 16% Source: Compuware - Engaging the tablet user; What to expect from web sites?
  50. 50. Would you retry?0x 1x 2x 3x 4x6% 24% 46% 17% 7% Source: Engaging the tablet user; What to expect from web sites?
  51. 51. FAST is better than SLOW
  52. 52. Internet Explorer 8: 3,78 sec. Firefox 4: 2,54 sec. Chrome 8: 2,54 sec. Safari 4: 2,64 sec. Measured via webpagetest.org
  53. 53. Should we just go with our website?
  54. 54. IE8: 5.73 sec.Chrome: 2.54 sec. Measured with webpagetest.org
  55. 55. IE8: 5.73 sec. iPhone: 9.37 sec.Chrome: 2.54 sec. Android: 9.33 sec. Measured with webpagetest.org
  56. 56. Impact of 3d Party Providers
  57. 57. 0 2 4 6 8 10 12 14 16 18 7/ 1 0/ 11 9/ 1 0/ 1111 /10 /1 1 m.ohra.nl13 /10 /1 115 /10 /1 117 /10 /1 119 /10 /1 121 /10 /1 123 /10 /1 125 /10 /1 126 / 10 /1 1
  58. 58. 0 2 4 6 8 10 12 14 16 18 7/ 1 0/ 11 9/ 1 0/ 1111 /10 /1 1 m.ohra.nl No 3d Party13 /10 /1 115 /10 /1 117 /10 /1 119 /10 /1 121 /10 /1 123 /10 /1 125 /10 /1 126 / 10 /1 1
  59. 59. In terms of Multi Channel Experience?
  60. 60. 6532025-10 26-10 27-10 28-10 29-10 30-10 31-10 MoneYou ING IEX Binck Alex Baseline: Desktop ABN Amro
  61. 61. 6532 2 second threshold before abandonment025-10 26-10 27-10 28-10 29-10 30-10 31-10 MoneYou ING IEX Binck Alex Baseline: Desktop ABN Amro
  62. 62. 9 8,9 8,5 8 7,9 7Page Load Time (sec.) 6 5 4,6 4,6 4,8 4 3,7 3,8 3,5 3 3 2,3 2,3 2 1,8 2 1,2 1,3 1 0,9 0,6 0 MoneYou ING IEX Binck Alex ABN Amro Desktop Mobile Multi Channel Experience Native
  63. 63. 3. Does it work across all devices?
  64. 64. Multi Browser
  65. 65. Multi Browser Multi Browser
  66. 66. Touch & Gesture
  67. 67. Always go for ‘live’
  68. 68. Real Devices
  69. 69. 3G and WiFi connections
  70. 70. Real usage...
  71. 71. Example 1: DWDD - Desktop
  72. 72. Example 1: DWDD - iPad
  73. 73. Example 2: Lufthansa - Desktop
  74. 74. Example 2: Lufthansa - iPhone
  75. 75. Example 2: Lufthansa - iPhone
  76. 76. 4. Are we ready for extra visitors?
  77. 77. Goodcampaign
  78. 78. Good gonecampaign
  79. 79. Good gone BAD!campaign
  80. 80. A continuous battle?
  81. 81. Find your ceilings...
  82. 82. Source: John Allspaw, Flickr.com....know what your limits are
  83. 83. Source: John Allspaw, Flickr.com Business: What do you need?....know what your limits are
  84. 84. Source: John Allspaw, Flickr.com IT: What you have left Business: What do you need?....know what your limits are
  85. 85. Source: John Allspaw, Flickr.com IT: What you have left Capacity Planning Business: What do you need?....know what your limits are
  86. 86. Web%traffic%%(Pageviews)! 1.000.000! 1.200.000! 200.000! 400.000! 600.000! 800.000! 0!Mei;09!jun;09! jul;09!aug;09!sep;09!okt;09!nov;09!dec;09!jan;10!feb;10!mrt;10!apr110!mei10!jun;10! jul;10!aug;10!sep;10!okt;10!nov;10!dec;10!Jan;11!feb;11! Max.%number%of%pageviews%per%hour%!mrt;11!apr;11! Christmas/EOY%mei;11! MAX!capacity! Safety!capacity! Traffic!Realized! Traffic!Forecast!jun;11! jul;11!aug;11!sep;11!okt;11! Capacity planningnov;11!dec;11!
  87. 87. 5. Did we deliver up to expectation?
  88. 88. Context?
  89. 89. Who’s driving?Context?need is context!What we
  90. 90. Why like this?Who’s driving?Context?need is context!What we
  91. 91. Why like this?Who’s driving? Where is he driving to?Context?need is context!What we
  92. 92. Accounting:Web Analytics = What did they do?
  93. 93. Accounting: Web Analytics = What did they do? Context:Performance Analytics = Could they do it?
  94. 94. Collect End User Experience data....
  95. 95. Where they use it?
  96. 96. When they use it?
  97. 97. How they use it?
  98. 98. And correlate...
  99. 99. 0,00% 2,00% 4,00% 6,00% 8,00% 01 -1 1- 11 02 -1 1- 11 03 -1 1- 11 04 -1 1- 11 05 -1 1- 11 06 -1 1- 11 07 -1 1- 11 08 -1 1- 11 09 -1 1- 11 10 -1 1- 11 11 -1 1- 11 12 -1 1- 11 13 -1 1- 11 14 -1 1- 11 15 -1 1- 11 16 -1Conversion rate 1- 11 17 -1 1- 11 18 -1 1- 11Availability 19 -1 1- 11 20 -1 1- 11 21 -1 1- 11 Conversion rate vs. Availability 22 -1 1- 11 23 -1 1- 11 24 -1 1- 11 25 -1 1- 11 26 -1 1- 11 27 -1 1- 11 28 -1 1- 11 29 -1 1- 11 30 -1 1- 11 90,0% 92,0% 94,0% 96,0% 98,0% 100,0%
  100. 100. 0,00% 2,00% 4,00% 6,00% 8,00% 0,00% 0,50% 1,00% 1,50% 01 01 -0 -1 1- 1- 12 11 02 02 -0 -1 1- 1- 12 11 03 03 -0 -1 1- 1- 12 11 04 04 -0 -1 1- 1- 12 11 05 05 -0 -1 1- 1- 12 11 06 -0 06 1- -1 12 1- 11 07 -0 07 1- -1 12 1- 11 08 -0 08 1- -1 12 1- 11 09 -0 09 1- -1 12 1- 11 10 -0 10 1- -1 12 1- 11 11 - 01 11 -1 -1 2 1- 11 12 -0 12 1- -1 12 1- 11 13 -0 13 1- -1 12 1- 11 14 -0 14 1- -1 12 1- 11 15 -0 15 1- 12 -1 1- 11 16Conversion rate -0 16 1- -1 Conversion rate 12 1- 11 17 -0 1- 17 12 -1 1- 11 18 -0 1- 18 12 -1 1- 11 19 -0 Availability 1- 19 12 -1loadtime (in sec) 1- 11 20 -0 1- 20 12 -1 1- 11 21 -0 1- 21 12 -1 1- 11 22 Conversion rate vs. Availability -0 Conversion rate vs. Performance 1- 22 12 -1 1- 11 23 -0 1- 23 12 -1 1- 11 24 -0 1- 24 12 -1 1- 25 11 -0 1- 12 25 -1 1- 26 11 -0 1- 12 26 -1 1- 27 11 -0 1- 12 27 -1 1- 28 11 -0 1- 12 28 -1 1- 29 11 -0 1- 12 29 -1 1- 30 11 -0 1- 12 30 -1 1- 31 11 -0 1- 12 90,0% 92,0% 94,0% 96,0% 98,0% 0,0 1,0 2,0 3,0 4,0 5,0 6,0 100,0%
  101. 101. 0,00% 2,00% 4,00% 6,00% 8,00% 0,00% 0,50% 1,00% 1,50% 0 200.000 400.000 600.000 800.000 1.000.000 1.200.000 1.400.000 01 01 01 -0 -1 -0 1- 1- 6- 12 11 11 02 02 02 -0 -1 -0 1- 1- 6- 12 11 11 03 03 03 -0 -1 1- 1- -0 12 11 6- 11 04 04 -0 -1 04 1- 1- -0 12 11 6- 11 05 05 -0 -1 05 1- 1- -0 12 11 6- 11 06 -0 06 06 1- -1 12 1- -0 11 6- 11 07 -0 07 1- -1 07 12 1- -0 11 6- 11 08 -0 08 1- -1 08 12 1- -0 11 6- 11 09 -0 09 1- -1 09 12 1- -0 11 6- 11 10 -0 10 1- -1 10 12 1- -0 11 6- 11 11 - 01 11 -1 -1 11 2 1- 11 - 06 -1 12 1 -0 12 1- -1 12 1- 12 11 -0 6- 13 11 -0 1- 13 12 -1 1- 13 11 -0 6- 14 11 -0 14 1- -1 12 1- 14 11 -0 15 6- 11 -0 15 1- 12 -1 1-Pageviews 15 11 -0 16 Conversion rate 6- -0 11 1- 16 -1 Conversion rate 12 1- 16 11 -0 17 6- -0 11 1- 17 12 -1 1- 17 11 -0 18 6- 11 -0 1- 18 12 -1 1- 18 11 -0 19 -0 Availability 6-loadtime (in sec.) 11 1- 19 12 -1 loadtime (in sec) 1- 19 11 -0 20 6- -0 11 1- 20 12 -1 1- 20 11 -0 21 6- -0 1- 21 Pageviews vs. Performance 11 12 -1 1- 11 21 22 Conversion rate vs. Availability -0 -0 6- Conversion rate vs. Performance 1- 22 11 12 -1 1- 11 22 23 -0 -0 6- 1- 23 11 12 -1 1- 11 23 24 -0 -0 6- 1- 24 11 12 -1 1- 25 11 24 -0 -0 1- 6- 12 25 11 -1 1- 26 11 25 -0 -0 1- 6- 12 26 11 -1 1- 27 11 26 -0 -0 1- 6- 12 27 11 -1 1- 28 11 27 -0 -0 1- 6- 12 28 11 -1 1- 29 11 28 -0 -0 1- 6- 12 29 11 -1 1- 30 11 29 -0 1- -0 12 30 6- 11 -1 1- 31 11 -0 30 1- -0 12 6- 11 90,0% 92,0% 94,0% 96,0% 98,0% 0,0 1,0 2,0 3,0 4,0 5,0 6,0 100,0% 0 1 2 3 4 5
  102. 102. Would you recommend me?
  103. 103. Performance vs. Sentiment
  104. 104. 5 ways to challenge your developers
  105. 105. Make it fast, 5 ways to challenge your developers
  106. 106. Make it fast,Easy to use, 5 ways to challenge your developers
  107. 107. Make it fast, Easy to use,Across all the devices 5 ways to challenge your developers
  108. 108. Make it fast, Easy to use,Across all the devices For all your visitors 5 ways to challenge your developers
  109. 109. Make it fast, Easy to use,Across all the devices For all your visitors And measure theend user experience 5 ways to challenge your developers
  110. 110. Business drives Experience....
  111. 111. Recommended...
  112. 112. Luke Wroblewski: Mobile First Ethan Marcotte: Responsive Web DesignEstelle Whyle: http://www.standardista.com h Or visit our stand to test your (mobile) website live
  113. 113. Questions?
  114. 114. Thanks! More questions?M: jtjepkema@measureworks.nlT: @jeroentjepkemaW: www.measureworks.nl
  115. 115. #2the ‘Mobile Only’ generation
  116. 116. Mobile Only generation Mobile"Internet"Users"Who"Never"or"Infrequently"Use"the"Desktop"Internet" 80%$ 70%$ 70%$ 59%$ 57%$%"Mobile"Browsers" 60%$ 55%$ 54%$ 50%$ 50%$ 44%$ 40%$ 32%$ 30%$ 30%$ 25%$ 22%$ 19%$ 20%$ 10%$ 0%$ Egypt$ India$ South$ Ghana$ Kenya$ Nigeria$ Indonesia$Thailand$ China$ US$ UK$ Russia$ Africa$
  117. 117. Mobile User
  118. 118. Under time pressure Mobile User
  119. 119. While on the move Under time pressure Mobile User
  120. 120. Often one handedWhile on the move Under time pressure Mobile User

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