MeasureWorks - TSOC - Creating business opportunities with mobile customer experience

@jeroentjepkema

Creating Business Opportunities withMobile Customer Experience TSOC Nederland, 19 Mei 2011

Mobile brings HIGH expectations

Q: Can users perform transactions in the mobile context?

Under time pressureQ: Can users perform transactions in the mobile context?

Under time pressure While on the moveQ: Can users perform transactions in the mobile context?

Under time pressure Often one handed While on the moveQ: Can users perform transactions in the mobile context?

60% of all mobile user expect websites to load as fast as in a regular browser

But, 75% of all user experience slow load times as their #1 issue

Followed by 51% who experience a mobile site which crashed or reveiced an error

Imagine this screen...

..From this viewpoint34% of all users experience difﬁcultywith viewing content on a mobile screen

As a result over 44% of your mobile visitors will blame the brand ﬁrst before anything else!

Impact on revenue?

40Page Abandonment % 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 Forrester research 2010

,-./01/23/4"5.43",@B1??"%!!C"D=43?"E"$))C"F=GG=1/"9.:3"H=3I?" JK3B"%"I33L?"E"!""#$%&()%(# &!" %#",-./01/23/4"5.43"678" %!" !"#$%&$($)*+#)(*,* $#" !--*./&01(/1* $!" Every second delay can lead up to 7% revenue risked #" !" !" $" %" &" " #" (" )" *" +" $!" $$" $%" $&" $" $#" 9.:3";1.0"<=23">./0"6?3@A8" Source: Gomez real user monitoring

,-./01/23/4"5.43",@B1??"%!!C"D=43?"E"$))C"F=GG=1/"9.:3"H=3I?" JK3B"%"I33L?"E"!""#$%&()%(#*(+#,-.&/)#0121%,# &!" %#",-./01/23/4"5.43"678" %!" !"#$%&$($)*+#)(*,* !--*./&01(/1* $#" !"#$%&$($)*+#)(*,* 234&$(*5#6#/2* $!" Every second delay can lead up to 7% revenue risked #" !" !" $" %" &" " #" (" )" *" +" $!" $$" $%" $&" $" $#" 9.:3";1.0"<=23">./0"6?3@A8" Source: Gomez real user monitoring

Keep your customer experience safe!

1: Mobile First...Keep it simple

Every site has a business model

Organic Search ! Campaigns! Ad Network! Transactional site Visitor! Offer ! !" !"#$%&$&$() Upselling! Reach! Purchase step 1! !" Purchase step 2! !" Mailing, ! alerts, !" promotions! Conversion! !"*+,&$-.-&&$() Enrolment! /0.1()#$),+(&) !" Negative !" Positive

!" Media site Enrolment! Targeted! !" embedded add! Add Network! Visitor! !" !" Advertiser site!!"#$%&%"( )*#$+&(,-(./&"( !" Negative !" Positive

Ingredients for a mobile site

Immediancy From: How to maximize Mobile Website & Application ROI, Gomez/Forrester webinar, Dec. 15 2010

Immediancy Simplicity From: How to maximize Mobile Website & Application ROI, Gomez/Forrester webinar, Dec. 15 2010

Immediancy Simplicity Context From: How to maximize Mobile Website & Application ROI, Gomez/Forrester webinar, Dec. 15 2010

Login account SearchRecommendations Daily deal

2.&)-#.34)) Organic Search ! Campaigns! Ad Network! 5&6&7),(&0,) Mobile Transactional site !"#$%&$&$() Visitor! Offer ! !" Purchase step 1! !" Reach! Conversion! !" Mailing, ! alerts, !" promotions!*+,&$-.-&&$() Enrolment! /0.1()#$),+(&) !" Negative !" Positive

2. Measure, measure, measure....

Focus on End User Experience

Web Application delivery chain :%;&)"%25<& *$+",&()& >%$79/%9&"1;& ?1;@A9/%9 & 0,$=;&(/%4.+/9& ;/4.+/9 &*$";&&>","1+/%9!C/-&&(/%4/%9!!$-.,/&&0$GE$1/129!DEE&&(/%4/%9! 12/%1/2&3>&&(/%4/%9!(2$%"B/!!".1F%"G/!6/27$%8& !"#$%& 0$12/12&3/,.4/%5& !$-.,/&& ()& 6/27$%89& 0"%%./% &

Web Application delivery chain :%;&)"%25<& *$+",&()& >%$79/%9&"1;& ?1;@A9/%9 & 0,$=;&(/%4.+/9& ;/4.+/9 &*$";&&>","1+/%9!C/-&&(/%4/%9!Is it my (IT)!$-.,/&&0$GE$1/129!DEE&&datacenter(/%4/%9!3>&& 12/%1/2& ?(/%4/%9!(2$%"B/!!".1F%"G/!6/27$%8& !"#$%& 0$12/12&3/,.4/%5& !$-.,/&& ()& 6/27$%89& 0"%%./% &

Web Application delivery chain :%;&)"%25<& *$+",&()& >%$79/%9&"1;& ?1;@A9/%9 & 0,$=;&(/%4.+/9& ;/4.+/9 &*$";&&>","1+/%9!C/-&&(/%4/%9!Is it my (IT)!$-.,/&&0$GE$1/129!DEE&& Is it mydatacenter(/%4/%9! 12/%1/2&3>&& ISP? ?(/%4/%9!(2$%"B/!!".1F%"G/!6/27$%8& !"#$%& 0$12/12&3/,.4/%5& !$-.,/&& ()& 6/27$%89& 0"%%./% &

Web Application delivery chain :%;&)"%25<& *$+",&()& >%$79/%9&"1;& ?1;@A9/%9 & 0,$=;&(/%4.+/9& ;/4.+/9 &*$";&&>","1+/%9!C/-&&(/%4/%9!Is it my (IT)!$-.,/&&0$GE$1/129! Is it my 3d Is it my 12/%1/2& partyDEE&&datacenter(/%4/%9!3>&& ISP? ?(/%4/%9!(2$%"B/! provider?!".1F%"G/!6/27$%8& !"#$%& 0$12/12&3/,.4/%5& !$-.,/&& ()& 6/27$%89& 0"%%./% &

Web Application delivery chain :%;&)"%25<& *$+",&()& >%$79/%9&"1;& ?1;@A9/%9 & 0,$=;&(/%4.+/9& ;/4.+/9 &*$";&&>","1+/%9!C/-&&(/%4/%9!Is it my (IT)!$-.,/&&0$GE$1/129! Is it my 3d Is it a Is it my 12/%1/2& party browser orDEE&&datacenter(/%4/%9!3>&& ISP? ?(/%4/%9!(2$%"B/! provider? device?!".1F%"G/!6/27$%8& !"#$%& 0$12/12&3/,.4/%5& !$-.,/&& ()& 6/27$%89& 0"%%./% &

Web Application delivery chain :%;&)"%25<& *$+",&()& >%$79/%9&"1;& ?1;@A9/%9 & 0,$=;&(/%4.+/9& ;/4.+/9 &*$";&&>","1+/%9!C/-&&(/%4/%9!Is it my (IT)!$-.,/&&0$GE$1/129! Is it my 3d Is it a Is it my End User Measure from the12/%1/2& party perspective or browserDEE&&datacenter(/%4/%9!3>&& ISP? ?(/%4/%9!(2$%"B/! provider? device?!".1F%"G/!6/27$%8& !"#$%& 0$12/12&3/,.4/%5& !$-.,/&& ()& 6/27$%89& 0"%%./% &

Be ready for Mobile Diversity

Should we just go with our website?

IE8: 8.76 sec.Firefox 4: 6.42 sec. Measured with webpagetest.org

IE8: 8.76 sec. iPhone: 17.80 sec.Firefox 4: 6.42 sec. Android: 14.33 sec. Measured with webpagetest.org

What about all those different devices?

Brand iPhone Blackberry AndroidAegon Bank 3.75 7.26 6.98Rabobank 4.18 3.72 5.23ABN Amro 5.65 5.95 7.70ING 6.36 6.61 7.02Delta LLoyd 7.03 10.20 6.03SNS 9.52 9.26 9.31Average 6.07 7.16 7.05 Study conducted by MeasureWorks for Emerce Eﬁnancials, November 2011

And the Mobile Network?

Mobile Avg. Page Brand KPN 3G Vodafone 3G T-Mobile 3G Readiness Size (W3C)T-Mobile.nl 9.81s 18.80s 13.39s 562 Kb 0%KPN.nl 4.16s 7.96s 7.81s 276 Kb 35%Vodafone.nl 17.45s 25.80s 17.80s 995 Kb 0%Average 10,47s 17,52s 13,00s 611 Kb 11,67% Study conducted by MeasureWorks for TSOC, May 2011

Mobile Avg. Page Brand KPN 3G Vodafone 3G T-Mobile 3G Readiness Size (W3C)T-Mobile 9.81s 18.80s 13.39s 562 Kb 0%KPN 4.16s 7.96s 7.81s 276 Kb 35%Vodafone 17.45s 25.80s 17.80s 995 Kb 0%Average 10,47s 17,52s 13,00s 611 Kb 11,67% Study conducted by MeasureWorks for TSOC, May 2011

3: Context? Measure and analyse it!

Who’s driving?3: What we need is context! Context? Measure and analyse it!

Why like this? Who’s driving?3: What we need is context! Context? Measure and analyse it!

Why like this? Who’s driving? Where is he driving to?3: What we need is context! Context? Measure and analyse it!

It doesn’t end with Web Analytics..

And it tells you have much money they’ve spend

But...

What didWeb Analytics = they do?

What did Web Analytics = they do? Could theyPerformance Analytics = do it?

Performance data: Average page load time

!"#$%&! (&)*+&&# ,+-#.+/01/23*4+#5*36784&#

Context: Web Performance Analytics

Creating business opportunities

1. Create a happy place for your customers

Provide value adding customer service

Create fun

Stimulate community building by providing branded content

Don’t just copy your web content.....Create a personal mobile experience

In return....

....you get analytics data!When they use it?

....you get analytics data!Where they use it?

....you get analytics data! How they use it?

2. Support a Mobile Web Payment model

Ease of use: One-Click Payment

But, It’s Apple’s Walled Garden Ease of use: One-Click Payment

30% of proﬁts go to AppleBut, It’s Apple’s Walled Garden Ease of use: One-Click Payment

30% of proﬁts go to Apple OpportunityBut, It’s Apple’s Walled Garden Ease of use: One-Click Payment

Mobile native Optimized mobile Regular website application website Shift to Mobile Web

Marktplaats a Mobile Market place 3. Create Distribution Democracy, provide and stimulate access to dataFrom: Deltaplan voor de Kabel, Henk de Goede, 2002

Summary

End User What he wants?

Fast End User What he wants?

Fast End UserSimple What he wants?

Fast Ubiquitous End UserSimple What he wants?

Fast Ubiquitous End User Relevant toSimple context What he wants?

“...Mobile Consumers are willing to trade in functionality, but are not willing to give up on comfort...” Gomez Networks, Mobile Performance Research, 2010

Thanks! More questions?M: jtjepkema@measureworks.nlT: @jeroentjepkemaW: www.measureworks.nl

MeasureWorks - TSOC - Creating business opportunities with mobile customer experience

by MeasureWorks on May 20, 2011

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MeasureWorks - TSOC - Creating business opportunities with mobile customer experience — Presentation Transcript