MeasureWorks - The Waiting Experience

  • 3,081 views
Uploaded on

My slides from Emerce - Digital Marketing Live 2014... About why your users don't like to wait, why this is important for you as a site owner and best practices to align content and speed to create a …

My slides from Emerce - Digital Marketing Live 2014... About why your users don't like to wait, why this is important for you as a site owner and best practices to align content and speed to create a fast user experience...

More in: Internet , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
3,081
On Slideshare
0
From Embeds
0
Number of Embeds
11

Actions

Shares
Downloads
0
Comments
0
Likes
79

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. w@jeroentjepkema Digital Marketing Live 2014 The “Waiting” Experience
  • 2. Waiting = Engagement
  • 3. Watching paint dry?
  • 4. “Both offline and online consumers associate long wait times with poor customer service”
  • 5. Click away slide Performance tolerance
  • 6. 0 10 20 30 40 50 60 70 80 90 100 0 1 2 3 4 5 6 7 8 9 10 Average Bouncerate per pagetype/sessionBouncerate(%) Page load time (sec.) Median Campaign Product search Aggregated Real User Monitoring data collected by MeasureWorks for Dutch Commerce websites
  • 7. 0 10 20 30 40 50 60 70 80 90 100 0 1 2 3 4 5 6 7 8 9 10 Bouncerate(%) Page load time (sec.) Median Campaign Product search Average Bouncerate per pagetype/session Aggregated Real User Monitoring data collected by MeasureWorks for Dutch Commerce websites
  • 8. Purpose vs. Context
  • 9. Online users often lack context for delays...
  • 10. ...and see no other option than to click away
  • 11. Good Design + Fast Delivery = Great User Experience
  • 12. NS Hispeed: Site optimization 0 12,5 25 37,5 50 62,5 75 87,5 100 0-0,5 0,5-1 1-1,5 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 Non-Bouncerate(%) Categorienaam Pageviews(#) Bouncerate # Pageviews Bol.com: Speed vs. Engagement per month Data presented by MeasureWorks at Velocity Conference London 2013: http://bit.ly/MW-VEUrum
  • 13. Load time Availability Homepage Transaction time Availability Ticket ordering funnel (7 steps) Before After 11,5s 95,61% 3,8s 99,52% Before After 43,2s 88,72% 35,7s 97,65% 30% higher site success rate NS Hispeed: Site optimization
  • 14. Design vs. Speed?
  • 15. 0 25 50 75 100 1 2 3 4 5 Slow Average Fast %ofrespondentsthatratedtheactualwebsitespeed Design score (1=bad - 5=beautiful) Perception of good design is influenced by fast page load times
  • 16. Good Design + Fast Delivery = Great User Experience
  • 17. Navigating the web is not easy...
  • 18. https://www.youtube.com/watch?v=3Sk7cOqB9Dk&feature=youtu.be
  • 19. Let’s design for fast experience!
  • 20. 1. Recognizable navigation
  • 21. Source: Jakob Nielsen 99% of time online is spent on other sites than yours...
  • 22. Experience vs. surfing online....
  • 23. Always compared to past experiences Experience vs. surfing online....
  • 24. Task completion has positive impact Always compared to past experiences Experience vs. surfing online....
  • 25. Task completion has positive impact Slow downs have more impact Always compared to past experiences Experience vs. surfing online....
  • 26. Sensitive for specific tasks Task completion has positive impact Slow downs have more impact Always compared to past experiences Experience vs. surfing online....
  • 27. Why is this important?
  • 28. Consumers visit 18-23 travel websites before they finally convert Source: TNS/Nipo
  • 29. Search/Orientation phase Perception of experience 1 Performance influence cycle http://benchmark.measureworks.nl
  • 30. Delivered experience Your website 3 5 2 Stimulate content/ conversion 4 Performance influence cycle Search/Orientation phase Perception of experience 1 http://benchmark.measureworks.nl
  • 31. The waiting experience
  • 32. Find a website Search for a t-shirt Order a t-shirt Select size 7 6 5 4 3 2 1 1 2 3 4 5 6 7 Average expectation rating Averageexperiencerating Big opportunity Study performed by MeasureWorks for M-Commerce Event 2013: http://bit.ly/MW-MCE13 N=150, covering 10 different websites
  • 33. Mobile Web 32% Native 68% Mobile Web 58% Native 42% < 34 > 35 Experience vs. Usage Study performed by MeasureWorks for M-Commerce Event 2013: http://bit.ly/MW-MCE13 N=150, covering 10 different websites
  • 34. Experience vs. Usage 0% 10% 20% 30% 40% < 34 > 35 18% 40% 40% 25% Speed Readiness Study performed by MeasureWorks for M-Commerce Event 2013: http://bit.ly/MW-MCE13 N=150, covering 10 different websites
  • 35. 2. Speed up your content!
  • 36. Speed-up your perception
  • 37. http://www.nytimes.com/2012/08/19/opinion/sunday/why-waiting-in-line-is-torture.html?pagewanted=all&_r=0
  • 38. http://answers.yahoo.com/question/index?qid=1005081200005
  • 39. nytimes.com/2004/02/27/nyregion/27BUTT.html
  • 40. Perception = Fast Experience
  • 41. http://www.fastcodesign.com/1669788/the-3-white-lies-behind-instagrams-lightning-speed
  • 42. @jeroentjepkema, MeasureWorks How fast should I be?
  • 43. “Speed is at it’s best when it creates the feeling that you don’t have to work to achieve your goal”
  • 44. 0,3 0 Source: Jakob Nielsen Instantaneous: I like it!
  • 45. 1 0,3 0 Source: Jakob Nielsen Instantaneous: I like it! Interaction: Let’s conversate...
  • 46. 1 0,3 0 Source: Jakob Nielsen Instantaneous: I like it! Interaction: Let’s conversate...
  • 47. 1 3 0,3 0 Source: Jakob Nielsen Instantaneous: I like it! Interaction: Let’s conversate... Mmm, shall I click away?
  • 48. 10 1 3 0,3 Instantaneous: I like it! Interaction: Let’s conversate... Mmm, shall I click away? Only if the task/content is relevant 0 Source: Jakob Nielsen
  • 49. It’s (also) about the customer journey...
  • 50. Provide relevant content to support task completion...
  • 51. ...deliver it fast, focus on perception!
  • 52. “Flow state”
  • 53. Speed vs. Content
  • 54. What’s your time to first tweet? https://blog.twitter.com/2012/improving-performance-on-twittercom
  • 55. 3 (performance) design questions to ask...
  • 56. Above the fold?
  • 57. Which priority?
  • 58. Improving which metrics?
  • 59. 3. Mobile First?
  • 60. 0 11,25 22,5 33,75 45 56,25 67,5 78,75 90 0-0,5 0,5-1 1-1,5 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 Non-Bouncerate(%) Categorienaam Pageviews(#) Speed vs. Engagement per month Bol.com Desktop # Pageviews Pageviews(#) Mobile Data presented by MeasureWorks at Velocity Conference London 2013: http://bit.ly/MW-VEUrum
  • 61. #mobilefirst
  • 62. WiFi 4G 3G So, 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))
  • 63. Responsive Web Design? WiFi 3G Tested with webpagetest.org (WiFi (10Mbs down/1,5Mbs up), 4G (5Mbps Down, 1Mbps Up) & 3G (2000Kbps Down, 764Kbps Up))
  • 64. #mobile(web)first?
  • 65. Research by Google: http://ssl.gstatic.com/think/docs/the-new-multi-screen-world-study_research-studies.pdf
  • 66. 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
  • 67. Change your viewpoint when designing for mobile
  • 68. #TouchEnabled
  • 69. http://www.uxmatters.com/mt/archives/2013/02/how-do-users-really-hold-mobile- devices.php?goback=.gmp_72842.gde_72842_member_215909354 49% Mobile = One thumb device 36% 22%
  • 70. http://www.uxmatters.com/mt/archives/2013/02/how-do-users-really-hold-mobile- devices.php?goback=.gmp_72842.gde_72842_member_215909354 The green zone
  • 71. - +One Touch?
  • 72. Mobile Search
  • 73. vs.
  • 74. Mobile Advertisement Experiment
  • 75. N = 50 Q = Flow vs. Intrusive. Can you remember the advertiser/brand? Telegraaf: Intrusive Nu.nl: Flow Dumpert: Intrusive Flipboard: Flow
  • 76. Telegraaf: Intrusive Nu.nl: Flow Dumpert: Intrusive Flipboard: Flow Flow Intrusive If you had to choose? 82% 18% Do you remember brand? 43% 21% N = 50 Q = Flow vs. Intrusive. Can you remember the advertiser/brand?
  • 77. Questions so far?
  • 78. The “waiting” experience 1. Understand your customer 2. Prioritize content 3. Deliver fast 4. Touch friendly 5. Repeat this for every iteration
  • 79. Join the movement #fastweb
  • 80. Thanks! More questions? M: jtjepkema@measureworks.nl T: @jeroentjepkema W: www.measureworks.nl View slides: bit.ly/MW-DML14