MeasureWorks - Emerce eFinancials - Content is King, but Experience is your killer feature

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Slides from presentation at Emerce efinancials event. During this session Jeroen Tjepkema, CEO & Founder of MeasureWorks, togehter with Matthew Niederberger, Digital Insights & Analytics Manager at Philips Lighting talk about why user experience and performance are essential in persuading online consumers to buy something on your website. Based on both real data and case studies Matthew and Jeroen will share practical information about the relationship between content and experience and how to implement these at your website.

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MeasureWorks - Emerce eFinancials - Content is King, but Experience is your killer feature

  1. 1. @matthewNL Digital Insights & Analytics Manager
  2. 2. @jeroentjepkema Founder & CEO
  3. 3. Content is king, but Experience is your killer feature Emerce Efinancials, October 31, 2013
  4. 4. Content vs. Experience (Usability, Speed, Responsiveness)
  5. 5. How we perceive experience....
  6. 6. How we perceive experience.... 15%-20% worse than in reality
  7. 7. How we perceive experience.... 15%-20% worse than in reality Task completion has positive impact
  8. 8. How we perceive experience.... 15%-20% worse than in reality Task completion has positive impact Slow downs have more impact
  9. 9. 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
  10. 10. 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
  11. 11. Consumers visit 18-23 websites before they finally convert Source: TNS/Nipo
  12. 12. Experience influence cycle Search/Orientation phase 1 Perception of experience http://twinkle100.measureworks.nl
  13. 13. Experience influence cycle Stimulate conversion 4 Search/Orientation phase 5 1 Perception of experience http://twinkle100.measureworks.nl Delivered experience 3 2 Your website
  14. 14. I speed @jeroentjepkema, MeasureWorks
  15. 15. 0 Source: Jakob Nielsen
  16. 16. 0,3 0 Instantaneous: I like it! Source: Jakob Nielsen
  17. 17. 1 0,3 0 Interaction: Let’s conversate... Instantaneous: I like it! Source: Jakob Nielsen
  18. 18. 3 1 0,3 0 Mmm, shall I click away? Interaction: Let’s conversate... Instantaneous: I like it! Source: Jakob Nielsen
  19. 19. 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
  20. 20. 0:00 sec. Conversation starts
  21. 21. 0:00 sec. Conversation starts 2.5 sec. First reply
  22. 22. 0:00 sec. Conversation starts 4.5 sec. Finish conversation 2.5 sec. First reply
  23. 23. 0:00 sec. Conversation starts 4.5 sec. Finish conversation Comfort zone 2.5 sec. First reply
  24. 24. 0:00 sec. Conversation starts Comfort zone 4.5 sec. Finish conversation Tolerated 2.5 sec. First reply
  25. 25. 0:00 sec. Conversation starts Comfort zone 4.5 sec. Finish conversation Tolerated 2.5 sec. First reply Frustrated
  26. 26. The holy grail in experience is “flow state”
  27. 27. “” Flow is an “optimal experience” that is “intrinsically enjoyable”
  28. 28. Provide relevant content to support task completion
  29. 29. Deliver it fast, focus on perception
  30. 30. http://www.nytimes.com/2012/08/19/opinion/sunday/why-waiting-in-line-is-torture.html?pagewanted=all&_r=0
  31. 31. http://answers.yahoo.com/question/index?qid=1005081200005
  32. 32. That’s not my website?
  33. 33. Speed vs. design
  34. 34. 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
  35. 35. “Being average doesn’t beat the competition”
  36. 36. My website
  37. 37. “The customer isn’t always right, but in the end it is always about the customer.” ! ~ Gordon Bethune
  38. 38. “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
  39. 39. “You get the blame for things that are not your fault” ! ~ User 42 on the Philips Lighting website
  40. 40. “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
  41. 41. M-commerce?
  42. 42. Mobile shopping experience setup.... 100 mobile users Perform 2 tasks: ‣Buy a book ‣Buy a T-shirt Mobile browsers only via 3G, no WiFi
  43. 43. Issue 1: Mobile readiness
  44. 44. 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
  45. 45. Optimized vs Non-optimized
  46. 46. Issue 2: Speed
  47. 47. 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
  48. 48. Nexus - Android - 3G Tested with webpagetest.org (3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)
  49. 49. Mobile Banking
  50. 50. The mobile user experience… 50 users of ING, ABN and Rabobank Rate the user experience Select home insurance
  51. 51. There’s an app for that?!
  52. 52. 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
  53. 53. 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
  54. 54. 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
  55. 55. Mobile websites?
  56. 56. 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
  57. 57. What’s your preference? 4% Mobile Banking research: - Focus on task completion - N = 50, users range from 20-65 96%
  58. 58. Recipe for experience
  59. 59. Customer Journey Optimize all your touch points
  60. 60. Design for the mobile flow
  61. 61. Make it (feel) fast!
  62. 62. And remember… these are your users
  63. 63. Ask for (continuos) feedback
  64. 64. Measure the performance of everyone
  65. 65. If anything else...
  66. 66. Performance is key for experience …without it, NO focus on content
  67. 67. Thanks! More questions? M: jtjepkema@measureworks.nl T: @jeroentjepkema W: www.measureworks.nl

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