MeasureWorks eFinancials - Best practices for a successfull mobile experience v5 (slideshare)

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Gebruikers van mobiel internet verwachten snelle transacties en betrouwbare sites en/of applicaties. Volgens recent onderzoek haakt meer dan 52% van de klanten af bij een slechte ervaring en overweegt daardoor geen gebruik meer te maken van een mobiele applicatie. 

Nu mobiel internet een integraal onderdeel wordt van uw dienstverlening, en de verwachtingen van klanten toenemen, wordt het managen en monitoren van uw mobiele sites en applicaties een voorwaarde voor succes. Het niet tijdig identificeren van langzame, of erger, niet functionerende mobiele diensten zal onherroepelijk resulteren in verlies van klanten, omzet en uiteindelijk reputatie schade.

Aan de hand van praktijkvoorbeelden zullen we u laten zien:
* Wat de impact is van de adoptie van mobiel internet en groeiende klantverwachtingen op uw online dienstverlening
* Op welke wijze Mobiele Web Experience problemen kunnen worden herkend voordat klanten uw website verlaten 
* Best practices voor het leveren van een kwalitatief uitstekende Mobile Web Experience

Published in: Technology, Business

MeasureWorks eFinancials - Best practices for a successfull mobile experience v5 (slideshare)

  1. 1.
  2. 2. Mobile Strategy <br />
  3. 3. ….more specific: Mobile Experience<br />
  4. 4. 7 Performance Questions<br />We’re getting mobile<br />
  5. 5. Mobile will outgrow Desktop within 3-5 years<br />Morgan Stanley, The Mobile Internet Report, 2010<br />
  6. 6. Shifting trends<br />
  7. 7. Mobile = Business<br />
  8. 8. 1 <br />Billion<br />expects to generate more than in mobile revenue in 2010<br />1.5<br />Billion<br />will double it’s mobile revenue to in 2010 with more than 800.000 users<br />
  9. 9. 407 <br />People will bank by mobile phone in 2015<br />Million<br />ABI research, 2010<br />
  10. 10. Over 80% of all companies interviewed are making plans for mobile products<br />Forrester, Global Mobile Maturity Survey, 2010<br />
  11. 11. 70% of all companies planning to use mobile to drive customer loyalty<br />Forrester, Global Mobile Maturity Survey, 2010<br />
  12. 12. 70% of all companies planning to use mobile to drive customer loyalty<br />Only 22% see mobile as a usefull way to generate conversion and drive revenue!<br />Forrester, Global Mobile Maturity Survey, 2010<br />
  13. 13. Mobile Trivia<br />
  14. 14. 148 <br />%<br />Mobile traffic grew in 2009<br />
  15. 15. iPhoneusers are your best customers <br />
  16. 16.
  17. 17. …Or, maybe not?<br />
  18. 18. …Over 500.000 iPhones sold in the Netherlands…<br />Source: T-mobile, Q1 2010<br />
  19. 19. …That’s about 5% of total data subscriptions<br />Source: CBS, Q1 2010<br />
  20. 20. Since introductingiPhone in USA, checking NASDAQ went up by 40 times, most used while waiting for traffic light<br />
  21. 21.
  22. 22. But, what do your customers think about mobile?<br />Based on ‘Mobile Web Experience Survey by Equation Research, 2010<br />
  23. 23. 58% of mobile phone users expect websites to load as quicklyor faster on their mobile phone, compared to the computer they use at home<br />Equation Research, Mobile Web Experience Survey, 2010<br />
  24. 24. Reminder:<br />
  25. 25. 2<br />is how long customers are willing to wait for a webpage to load<br />Seconds<br />Source: eCommerce Web Site Performance Today, Forrester Consulting, 2009<br />
  26. 26. Slow load time is the#1 issue, experienced by almost 75% of all users<br />Equation Research, Mobile Web Experience Survey, 2010<br />
  27. 27. Followed by 51% who experienced a mobile site which crashed or received an error<br />Equation Research, Mobile Web Experience Survey, 2010<br />
  28. 28. Imagine this site..<br />
  29. 29. ..From this viewpoint<br />34% of all users experience difficulty with viewing content on a mobile screen <br />
  30. 30. 28% of mobile web users didn’t execute a transaction due to trust and/or security issues<br />SmartRevenue., Mobile Commerce Survey, 2010<br />
  31. 31. Bad performance impacts brand loyalty!!<br />
  32. 32. 40% of consumers are likely to click away to the competition after they had trouble accessing your site from their phone<br />Equation Research, Mobile Web Experience Survey, 2010<br />
  33. 33. And 44%of your visitors will blame your brand first before anything else, after a bad mobile performance<br />Yahoo! Appetite Study, 2010<br />
  34. 34. Back to business….<br />
  35. 35. Forrester, Global Mobile Maturity Survey, 2010<br />
  36. 36. End User Experience is not mentioned amongst metrics for mobile success!<br />Forrester, Global Mobile Maturity Survey, 2010<br />
  37. 37. Jakob’s Law of Internet User Experience:<br />Users spend most of their times on other sites!<br />
  38. 38. Jakob’s Law of Internet User Experience:<br />Users spend most of their times on other sites!<br />So when they do it better be good!<br />
  39. 39. Best Practices for a successful Mobile Experience<br />
  40. 40. 1. Focus your design<br />1. Design<br />
  41. 41. Native App?...<br />
  42. 42. ...or dotMobi?<br />
  43. 43. 2. Measure from End User’s perspective<br />2. Measure from the End User’s perspective<br />
  44. 44. Introducing: Web Application Delivery Chain<br />
  45. 45. Web Application Delivery Chain<br />Is it my (IT) Data Center?<br />
  46. 46. Web Application Delivery Chain<br />Is it my (IT) Data Center?<br />It it an ISP or the internet?<br />
  47. 47. Web Application Delivery Chain<br />Is it a 3rd party provider?<br />Is it my (IT) Data Center?<br />It it an ISP or the internet?<br />
  48. 48. Web Application Delivery Chain<br />Is it a 3rd party provider?<br />Is it a browser or device?<br />Is it my (IT) Data Center?<br />It it an ISP or the internet?<br />
  49. 49. Web Application Delivery Chain<br />Is it a 3rd party provider?<br />Is it a browser or device?<br />Is it my (IT) Data Center?<br />It it an ISP or the internet?<br />Manage from the view point of your customer!<br />
  50. 50. 3. Watch the competition closely<br />
  51. 51. How fast is fast enough?<br />Dutch Financials<br />3.75 sec<br />Aegon Bank<br />4.18 sec<br />Rabobank<br />5.65 sec<br />ABN Amro<br />Average <br /> 6.07 sec<br />6.36 sec<br />ING<br />7.03 sec<br />Delta Lloyd<br />9.52 sec<br />SNS<br />Measured with Gomez Mobile XF<br />
  52. 52. How fast is fast enough?<br />US Financials<br />Dutch Financials<br />2.41 sec<br />3.75 sec<br />Chase<br />Aegon Bank<br />2.69 sec<br />4.18 sec<br />Huntington<br />Rabobank<br />2.93 sec<br />5.65 sec<br />Capital One<br />ABN Amro<br />3.41 sec<br />Average <br /> 6.07 sec<br />Keybank<br />Average <br /> 3.83 sec<br />6.36 sec<br />ING<br />5.65 sec<br />7.03 sec<br />Wells Fargo<br />Delta Lloyd<br />6.23 sec<br />9.52 sec<br />Bank of America<br />SNS<br />Measured with Gomez Mobile XF<br />
  53. 53. 4. Test mobile diversity<br />4. Multiple Devices<br />
  54. 54. Performance can differ per device<br />3.75 sec<br />Aegon Bank<br />4.18 sec<br />Rabobank<br />5.65 sec<br />ABN Amro<br />Average <br /> 6.07 sec<br />6.36 sec<br />ING<br />7.03 sec<br />Delta Lloyd<br />9.52 sec<br />SNS<br />Measured with Gomez Mobile XF<br />
  55. 55. Performance can differ per device<br />3.72 sec<br />5.23 sec<br />3.75 sec<br />Aegon Bank<br />Rabobank<br />Rabobank<br />6.03 sec<br />5.95 sec<br />4.18 sec<br />Rabobank<br />Delta Lloyd<br />ABN Amro<br />6.61 sec<br />6.98 sec<br />5.65 sec<br />ING<br />Aegon Bank<br />ABN Amro<br />7.02 sec<br />Average <br /> 7.16 sec<br />Average <br /> 6.07 sec<br />ING<br />Average <br /> 7.05 sec<br />7.26 sec<br />6.36 sec<br />ING<br />Aegon Bank<br />7.70 sec<br />9.26 sec<br />7.03 sec<br />Delta Lloyd<br />SNS<br />ABN Amro<br />9.31 sec<br />10.20 sec<br />9.52 sec<br />SNS<br />Delta Lloyd<br />SNS<br />Measured with Gomez Mobile XF<br />
  56. 56. Performance can differ per device<br />3.72 sec<br />5.23 sec<br />3.75 sec<br />Aegon Bank<br />Rabobank<br />Rabobank<br />6.03 sec<br />5.95 sec<br />4.18 sec<br />Rabobank<br />Delta Lloyd<br />ABN Amro<br />6.61 sec<br />6.98 sec<br />5.65 sec<br />ING<br />Aegon Bank<br />ABN Amro<br />7.02 sec<br />Average <br /> 7.16 sec<br />Average <br /> 6.07 sec<br />ING<br />Average <br /> 7.05 sec<br />7.26 sec<br />6.36 sec<br />ING<br />Aegon Bank<br />7.70 sec<br />9.26 sec<br />7.03 sec<br />Delta Lloyd<br />SNS<br />ABN Amro<br />9.31 sec<br />10.20 sec<br />9.52 sec<br />SNS<br />Delta Lloyd<br />SNS<br />Measured with Gomez Mobile XF<br />
  57. 57. Apple iPhone<br />HTC Windows<br />ING<br />….But also what your customer will see can be different<br />Measured with Gomez Mobile XF<br />
  58. 58. Apple iPad<br />HTC Android<br />Delta Lloyd<br />….But also what your customer will see can be different<br />Measured with Gomez Mobile XF<br />
  59. 59. 5. Watch out for Traffic Jams<br />
  60. 60. Watch out for Peak Traffic!<br />
  61. 61. Watch out for Peak Traffic!<br />
  62. 62. 6. Tie performance to conversion<br />
  63. 63. Online Success requires a complete picture<br />IT Operations:<br /><ul><li> System Management
  64. 64. CPU, Memory
  65. 65. Quality of Service</li></ul>Web Analytics:<br /><ul><li> Conversion
  66. 66. Pageviews
  67. 67. Visitors</li></ul>?<br />
  68. 68. Online Success requires a complete picture<br />IT Operations:<br /><ul><li> System Management
  69. 69. CPU, Memory
  70. 70. Quality of Service</li></ul>Web Analytics:<br /><ul><li> Conversion
  71. 71. Pageviews
  72. 72. Visitors</li></ul>Web Performance Analytics:<br /><ul><li> Assess impact of performance on user behaviour
  73. 73. Tie customer satisfaction to quality of delivery
  74. 74. Quantify revenue risked</li></li></ul><li>Conclusion: Challenges everywhere…<br />
  75. 75. 6 Best Practices<br />Focus on design<br />Measure from the end user’s perspective<br />Watch the competition closely<br />Test Mobile diversity<br />Watch out for traffic jams<br />Tie performance to revenue<br />
  76. 76. “…Consumers are willing to trade in functionality, but are not willing to give up on comfort…”<br />Gomez Networks, Mobile Performance research, 2010<br />
  77. 77. Thanks! More questions?<br />M: jtjepkema@measureworks.nl<br />T: @jeroentjepkema<br />W: www.measureworks.nl<br />

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