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MeasureWorks - Emerce efinancials - Managing the Mobile Experience

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Online consumers are no longer 'page views', 'bouncers' or 'returning visitor's. They are becoming more and more individuals and wanted to be treated that way. The consumer decides when they want to …

Online consumers are no longer 'page views', 'bouncers' or 'returning visitor's. They are becoming more and more individuals and wanted to be treated that way. The consumer decides when they want to interact with your online service and via what medium. Adapting to these changes and delivering the ultimate customer experience will therefore be the challenge for every financial and insurance company in the coming years. Learn what your customer finds important, what the user experience requirements are and how to manage them.

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  • 1. @jeroentjepkemawww. .nl
  • 2. Managing theMobile Experience Emerce eFinancials, 3 November 2011
  • 3. Mobile brings HIGH expectations
  • 4. Q: Can users perform transactions in the mobile context?
  • 5. Under time pressureQ: Can users perform transactions in the mobile context?
  • 6. Under time pressure While on the moveQ: Can users perform transactions in the mobile context?
  • 7. Under time pressure Often one handed While on the moveQ: Can users perform transactions in the mobile context?
  • 8. Mobile Commerce?
  • 9. Did you ever buy via mobile? 86 14 No YesSource: data from Netherlands viawww.ourmobileplanet.com,
  • 10. Financials: Browsing, not buying100 91 82 77755025 6 9 6 2 2 3 5 3 3 4 4 1 0 Netherlands United Kingdom United States Mobile research, did not buy Mobile research, bought via mobile Mobile research, bought via desktop Source: data from Netherlands via Mobile research, bought offline www.ourmobileplanet.com, Did not research via mobile
  • 11. Barriers for mobile commerce 30 25 21 20 15 12 10 6 5 0 Too complicated Doesn’t feel secure Payments are too complicatedSource: data from Netherlands viawww.ourmobileplanet.com,
  • 12. Mobile Customers’ Expectations
  • 13. 74 71 58 46 40 40 33 20Loads as fast as desktop Abandonment % above 5sec % Will not retun? % that goes to competition 2009 2011 Source: Ovum Research, 2011
  • 14. But wait!
  • 15. ...there’s more ;-(
  • 16. Imagine this screen...
  • 17. ..From this viewpoint34% of all users experience difficultywith viewing content on a mobile screen
  • 18. 28% of mobile users didn’t execute atransaction due to trust and/or security issues
  • 19. Beware! Slow Mobile Sites 23% 11% 62% 4% Behave more or less normally Throw their phones Scream at their phones Curse at their phonesSource: Webperformancetoday.com
  • 20. Impact on revenue?
  • 21. Page Abandonment 40 % 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 Source: Forrester research 2010
  • 22. 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
  • 23. 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
  • 24. Keep your customer experience safe!
  • 25. 1: Mobile First
  • 26. Every site has a business model
  • 27. 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
  • 28. €" Media site Enrolment Targeted €" embedded add Add Network Visitor €" €" Advertiser siteDeparture( Impact(on(site( €" Negative €" Positive
  • 29. Ingredients for a mobile site
  • 30. Immediancy From: How to maximize Mobile Website & Application ROI, Gomez/Forrester webinar, Dec. 15 2010
  • 31. Immediancy Simplicity From: How to maximize Mobile Website & Application ROI, Gomez/Forrester webinar, Dec. 15 2010
  • 32. Immediancy Simplicity Context From: How to maximize Mobile Website & Application ROI, Gomez/Forrester webinar, Dec. 15 2010
  • 33. Login account SearchRecommendations Daily deal
  • 34. iOS$4.3$–$iPhone$4$
  • 35. Same)goal,)) Organic Search Campaigns Ad Network fewer)steps) Mobile Transactional site Abondenment) Visitor Offer €" Purchase step 1 €" Reach Conversion €" Mailing, alerts, €" promotionsDisengagement) Enrolment Impact)on)site) €" Negative €" Positive
  • 36. iPhone iPad
  • 37. iPhone iPad
  • 38. 2. Mobile Performance
  • 39. Should we just go with our website?
  • 40. IE8: 5.41 sec.Chrome: 2.54 sec. Measured with webpagetest.org
  • 41. IE8: 5.41 sec. iPhone: 9.37 sec.Chrome: 2.54 sec. Android: 9.33 sec. Measured with webpagetest.org
  • 42. Mobile Sites are optimized for speed
  • 43. GoogleMobile Page Speed Score SEO 24 Adwords 57 67 54 40 83
  • 44. Across all platforms...
  • 45. 10853025-10 26-10 27-10 28-10 29-10 30-10 31-10 MoneYou ING IEX Binck Alex Native Apps ABN Amro
  • 46. 10853 5 second threshold before abandonment025-10 26-10 27-10 28-10 29-10 30-10 31-10 MoneYou ING IEX Binck Alex Native Apps ABN Amro
  • 47. 151184025-10 26-10 27-10 28-10 29-10 30-10 31-10 MoneYou ING IEX Binck Alex ...and Mobile Sites ABN Amro
  • 48. 151184 5 second threshold before abandonment025-10 26-10 27-10 28-10 29-10 30-10 31-10 MoneYou ING IEX Binck Alex ...and Mobile Sites ABN Amro
  • 49. Impact of 3d Party Providers
  • 50. 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
  • 51. 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
  • 52. 3. Mobile Experience
  • 53. You Mocial
  • 54. In terms of Mobile Experience?
  • 55. 6532025-10 26-10 27-10 28-10 29-10 30-10 31-10 MoneYou ING IEX Binck Alex Baseline: Desktop ABN Amro
  • 56. 6532 2 second threshold before abandonment025-10 26-10 27-10 28-10 29-10 30-10 31-10 MoneYou ING IEX Binck Alex Desktop ABN Amro
  • 57. 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 Mobile Experience Native
  • 58. 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 Mobile Experience
  • 59. 4: Mobile Context
  • 60. Who’s driving? What we Contextcontext!4: Mobile need is
  • 61. Why like this?Who’s driving? What we Contextcontext!4: Mobile need is
  • 62. Why like this?Who’s driving? Where is he driving to? What we Contextcontext!4: Mobile need is
  • 63. Accounting:Web Analytics = What did they do?
  • 64. What did Web Analytics = they do? Context:Performance Analytics = Could they do it?
  • 65. Collect Mobile Experience data....
  • 66. When they use it?
  • 67. Where they use it?
  • 68. How they use it?
  • 69. Correlate: Web Performance Analytics
  • 70. Mobile Performance vs. Social Sentiment Powered by
  • 71. Would you recommend me?
  • 72. Would you recommend me? 1,5 1001,25 96 1 920,75 88 0,5 840,25 0 80 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Laadtijd Beschikbaarheid 17-30 Oct: Average Speed / Availability Homepage ING, measured with Gomez
  • 73. Would you recommend me? 1,5 1001,25 96 1 920,75 88 0,5 840,25 Social 0 80 17 18 19 20 21 22 23 24 25 26 27 28 sentiment 29 30 Laadtijd Beschikbaarheid 17-30 Oct: Average Speed / Availability Homepage ING, measured with Gomez
  • 74. Would you recommend me?6 1005 804 603 402 2010 0 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Laadtijd Beschikbaarheid 17-30 Oct: Average Speed / Availability iPhone App, measured with Gomez
  • 75. Would you recommend me?6 1005 804 603 402 2010 Social 0 17 18 19 20 21 22 23 24 25 26 27 28 29 30 sentiment Laadtijd Beschikbaarheid 17-30 Oct: Average Speed / Availability iPhone App, measured with Gomez
  • 76. What if.....?
  • 77. These stats don’t apply to me?
  • 78. Check your web analytics for # pageviews1 per browser type
  • 79. Check your web analytics for # pageviews1 per browser type Use your analytics to find out # placed2 orders per browser type
  • 80. Check your web analytics for # pageviews1 per browser type Use your analytics to find out # placed2 orders per browser type Test your site speed per (mobile) browser via3 webpagetest.org * * Or go to www.meaureworks.nl/emerce
  • 81. Check your web analytics for # pageviews1 per browser type Use your analytics to find out # placed2 orders per browser type Test your site speed per (mobile) browser via3 webpagetest.org * Correlate # orders/pageviews per browser4 with site speed per browser * Or go to www.meaureworks.nl/emerce
  • 82. Questions?
  • 83. Thanks! More questions?M: jtjepkema@measureworks.nlT: @jeroentjepkemaW: www.measureworks.nl