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MeasureWorks - Prepare your mobile User Experience for fast conversion
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MeasureWorks - Prepare your mobile User Experience for fast conversion

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Slides from M-commerce Event 2014. 99% of consumers' time is spend on other websites than yours. And when luck happens and they visit to buy something you better make sure it performs and works. This ...

Slides from M-commerce Event 2014. 99% of consumers' time is spend on other websites than yours. And when luck happens and they visit to buy something you better make sure it performs and works. This talk will dive into the delicate balance between speed, usability and content and provides best practices to create a mobile user experience that's ready for fast conversion.

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MeasureWorks - Prepare your mobile User Experience for fast conversion MeasureWorks - Prepare your mobile User Experience for fast conversion Presentation Transcript

  • @jeroentjepkema Founder & CEO
  • Are we ready for mobile commerce?
  • NO?
  • Twinkle100 Tested with webpagetest.org on both Android & iPhone (WiFi (10Mbs down/1,5Mbs up) & 3G (2000Kbps Down, 764Kbps Up))
  • 50% Electronics Mobile Ready? 80% top 10 retailers Twinkle100 31% 65% of all Twinkle100 have optimized site Clothing Tested with webpagetest.org (WiFi (10Mbs down/1,5Mbs up) & 3G (2000Kbps Down, 764Kbps Up))
  • 50% Electronics Mobile Ready? 1,2Mb 2.6s median time to first paint 80% top 10 retailers Twinkle100 4.27s median speed via wifi 31% 65% Clothing median pagesize of all Twinkle100 have optimized site Mobile Performance Tested with webpagetest.org on both Android & iPhone (WiFi (10Mbs down/1,5Mbs up) & 3G (2000Kbps Down, 764Kbps Up)) 8.57s median speed via 3G
  • High Expectations...
  • Fact 1: Mobile changes consumption of data
  • #1 Mobile changes consumption of data Instant access Always accesible Responsive
  • Fact 2: Welcom to the Mobile Only generation
  • Mobile Only generation Mobile"Internet"Users"Who"Never"or"Infrequently"Use"the"Desktop"Internet" %"Mobile"Browsers" 80%$ 70%$ 70%$ 59%$ 60%$ 57%$ 55%$ 54%$ 50%$ 40%$ 50%$ 44%$ 32%$ 30%$ 30%$ 25%$ 22%$ 19%$ UK$ Russia$ 20%$ 10%$ 0%$ Egypt$ India$ South$ Africa$ Ghana$ Kenya$ Nigeria$ Indonesia$Thailand$ China$ US$
  • Don’t drop that ball!
  • Smartphone or Tablet?
  • “ Smartphones are the backbone of our daily media interactions. They have the highest number of user interactions per day and serve as the most common starting point for activities across multiple screens ” Research by Google: http://ssl.gstatic.com/think/docs/the-new-multi-screen-world-study_research-studies.pdf
  • 34% of all consumers use the device that’s closest to them when looking for information Research by Google: http://ssl.gstatic.com/think/docs/the-new-multi-screen-world-study_research-studies.pdf
  • Mobile Web vs. Mobile App
  • Research by Google: http://ssl.gstatic.com/think/docs/the-new-multi-screen-world-study_research-studies.pdf
  • How to start your mobile journey? 51% 36% 12% Launch Mobile App Ask Google N = 1449 Research performed by Bol.com, presented at MIE2014: Bit.ly/MW-MIE13 Visit mobile website
  • #mobile(web)first
  • Designing mobile web into the customer journey?
  • Desktop vs. Mobile
  • More vs. Less
  • More Rich content Fast connections Large screen sizes Couch Commerce vs. Less Small real estate Touch enabled Slow/Fast connections On the move
  • Less Content vs. More Experience?
  • How we perceive experience....
  • How we perceive experience.... 15%-20% worse than in reality
  • How we perceive experience.... 15%-20% worse than in reality Task completion has positive impact
  • How we perceive experience.... 15%-20% worse than in reality Task completion has positive impact Slow downs have more impact
  • 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
  • Consumers visit 18-23 travel websites before they finally convert Source: TNS/Nipo
  • Performance influence cycle Search/Orientation phase 1 Perception of experience http://twinkle100.measureworks.nl
  • Performance influence cycle Stimulate content/ conversion 4 Search/Orientation phase 5 1 Perception of experience http://twinkle100.measureworks.nl Delivered experience 3 2 Your website
  • Impact of Mobile?
  • Impact of Mobile? Your BRAND
  • every day facebook Flipboard Foursquare Impact of Mobile? twitter News apps Twitter Human.co NBA.com e-mail linkedin Fitbit Your BRAND
  • every week Soundcloud whatsapp every day Facetime facebook Flipboard Foursquare Impact of Mobile? twitter Youtube News apps Twitter Human.co NBA.com e-mail Parkmobile Netflix linkedin Fitbit Dropbox Evernote Your BRAND
  • every week Google Hangouts Google Maps Soundcloud whatsapp every day Shazam Facetime facebook Flipboard Foursquare twitter Youtube Skype Impact of Mobile? News apps Twitter Pathe Human.co NBA.com Appie e-mail Parkmobile Netflix linkedin Fitbit Dropbox Meetup every month Evernote Google Plus Youtube Your BRAND
  • every week Google Hangouts Google Maps Soundcloud whatsapp every day shazam Facetime facebook Flipboard Foursquare twitter Youtube Skype Impact of Mobile? Your BRAND Twitter Pathe Human.co NBA.com appie e-mail Parkmobile Netflix linkedin Fitbit Dropbox Meetup every month Evernote Google Plus Youtube ?
  • Optimize my workflow!
  • #FastDelivery
  • WiFi 4G 3G What happens if I don’t optimize? Tested with webpagetest.org (WiFi (10Mbs down/1,5Mbs up), 4G (5Mbps Down, 1Mbps Up) & 3G (2000Kbps Down, 764Kbps Up))
  • Our Need for speed @jeroentjepkema, MeasureWorks
  • 1 0,3 0 Interaction: Let’s conversate... Instantaneous: I like it! Source: Jakob Nielsen
  • 3 1 0,3 0 Mmm, shall I click away? Interaction: Let’s conversate... Instantaneous: I like it! Source: Jakob Nielsen
  • 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
  • Tested on Android with webpagetest.org (3G (2000Kbps Down, 764Kbps Up)
  • 0:00 sec. Conversation starts Tested on Android with webpagetest.org (3G (2000Kbps Down, 764Kbps Up)
  • 0:00 sec. Conversation starts 2.5 sec. First reply Tested on Android with webpagetest.org (3G (2000Kbps Down, 764Kbps Up)
  • 4.5 sec. Finish conversation 0:00 sec. Conversation starts 2.5 sec. First reply Tested on Android with webpagetest.org (3G (2000Kbps Down, 764Kbps Up)
  • Time to interact 4.5 sec. Finish conversation 0:00 sec. Conversation starts Comfort zone Tolerated Frustrated 2.5 sec. First reply Time to first paint Tested on Android with webpagetest.org (3G (2000Kbps Down, 764Kbps Up)
  • Speed vs. Engagement per month Bol.com LD50: 4.85 sec. 90 78,75 56,25 Pageviews (#) Non-Bounce rate (%) 67,5 45 33,75 22,5 11,25 0 0-0,5 0,5-1 1-1,5 Non-Bounce Mobile 1,5-2 2-2,5 2,5-3 3-3,5 3,5-4 4-5 5-6 6-7 7-8 8-9 9-10 >10 Categorienaam # Pageviews Non-Bounce Desktop Baseline: 2,7 sec. Data presented by MeasureWorks at Velocity Conference London 2013: http://bit.ly/MW-VEUrum
  • #EasyNavigation
  • Mobile = Always on?
  • One thumb device... 49% 36% 22% http://www.uxmatters.com/mt/archives/2013/02/how-do-users-really-hold-mobiledevices.php?goback=.gmp_72842.gde_72842_member_215909354
  • The green zone http://www.uxmatters.com/mt/archives/2013/02/how-do-users-really-hold-mobiledevices.php?goback=.gmp_72842.gde_72842_member_215909354
  • - One touch? +
  • Login or not?
  • Mobile Search!!
  • #Contentdriven
  • Mobile optimized?
  • Mobile Optimized
  • The holy grail in experience is “flow state”
  • “” Flow is an optimal experience that is “intrinsically enjoyable”
  • Provide relevant content to support task completion...
  • ...deliver it fast, focus on perception!
  • http://www.nytimes.com/2012/08/19/opinion/sunday/why-waiting-in-line-is-torture.html?pagewanted=all&_r=0
  • http://answers.yahoo.com/question/index?qid=1005081200005
  • That’s not my website?
  • 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
  • Mobile Advertisement? Flow vs. Intrusive
  • Telegraaf: Intrusive Nu.nl: Flow N = 15 Q = Flow vs. Intrusive. Can you remember the advertiser/brand? Dumpert: Intrusive Flipboard: Flow
  • Telegraaf: Intrusive Nu.nl: Flow Dumpert: Intrusive Flipboard: Flow Flow Intrusive If you had to choose? 85% 15% Do you remember brand? 40% 10% N = 15 Q = Flow vs. Intrusive. Can you remember the advertiser/brand?
  • How to prioritize content?
  • Priority 1
  • Priority 1 Priority 2
  • Priority 1 Priority 2 Priority 3
  • Mobile First? Tested on iPhone with webpagetest.org (3G traffic shaping, 2000Kbps Down, 764Kbps Up, 150ms latency)
  • 90% of all mobile optimized Twinkle100 sites loads menu before content?
  • Questions so far?
  • #MobileContext
  • Mobile context?
  • Under time Content pressure Mobile context?
  • Under time Content pressure (often) one Usability handed Mobile context?
  • Under time Content pressure (often) one Usability handed Mobile context? While Speed on the move
  • Under time Content pressure (often) one Usability handed Mobile context? While Speed on the move
  • Build for comfort = Task Completion + ( Usability + Speed )
  • Just Remember: Deliver before it turns green!
  • Thanks! More questions? M: jtjepkema@measureworks.nl T: @jeroentjepkema W: www.measureworks.nl