Your SlideShare is downloading. ×
0
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)

1,273

Published on

Slides from presentation at Marketing Insights Event 2014 (#MIE14). Joint presentation by @mauricedacross (Mobile Manager Bol.com) and @jeroentjepkema (Founder MeasureWorks). In this talk we discuss …

Slides from presentation at Marketing Insights Event 2014 (#MIE14). Joint presentation by @mauricedacross (Mobile Manager Bol.com) and @jeroentjepkema (Founder MeasureWorks). In this talk we discuss the strategic role of your smartphone in the multi channel customer journey, how users want to use your smartphone and how to build a mobile website that your customer love to use.

Published in: Technology, Design
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,273
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
2
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. @jeroentjepkema Founder & CEO
  2. @mauricedacross Manager Mobile @ Bol.com
  3. Can we build it?
  4. Designing mobile into the customer journey?
  5. Desktop vs. Mobile
  6. More vs. Less
  7. More Rich content Fast connections Large screen sizes Couch Commerce vs. Less Small real estate Touch enabled Slow/Fast connections On the move
  8. Tablet?
  9. eCommerce = ( + Tablet ) + Laptop/Desktop Mobile
  10. Mobile impact?
  11. Mobile impact? Your BRAND
  12. every day facebook Flipboard Foursquare Mobile impact? twitter Twitter Nu.nl Human.co NBA.com e-mail linkedin Fitbit Your BRAND
  13. every week Soundcloud whatsapp every day Facetime facebook Flipboard Foursquare Mobile impact? twitter Twitter Nu.nl Human.co NBA.com e-mail Youtube Parkmobile Netflix linkedin Fitbit Dropbox Evernote Your BRAND
  14. every week Google Hangouts Google Maps Soundcloud whatsapp every day Shazam Facetime facebook Flipboard Foursquare twitter Youtube Skype Mobile impact? 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
  15. every week Google Hangouts Google Maps Soundcloud whatsapp every day shazam Facetime facebook Flipboard Foursquare twitter Youtube Skype Mobile impact? Your BRAND Twitter Pathe Human.co NBA.com appie e-mail Parkmobile Netflix linkedin Fitbit Dropbox Meetup every month Evernote Google Plus Youtube ?
  16. Building for comfort
  17. #FastDelivery
  18. Abandonment"Rate"Across"200+"Sites"/"177+"Million"Page"Views" Over"2"weeks"/"All#Browsers# 30" Abandonment"Rate"(%)" 25" 20" Abandonment*Rate*,* All*Browsers* 15" 10" 5" 0" 0" 1" 2" 3" Source: Gomez real user monitoring 4" 5" 6" 7" 8" 9" Page"Load"Time"Band"(sec.)" 10" 11" 12" 13" 14" 15"
  19. Abandonment"Rate"Across"200+"Sites"/"177+"Million"Page"Views" Abandonment"Rate"Across"200+"Sites"/"177+"Million"Page"Views" Over"2"weeks"/"All#Browsers#vs.#iPhone#Safari# Over"2"weeks"/"All#Browsers# 25" Abandonment"Rate"(%)" 30" 25" Abandonment"Rate"(%)" 30" 20" 20" 15" 15" 10" 10" 5" 5" 0" Abandonment*Rate*,* All*Browsers* Abandonment*Rate*,* All*Browsers* Abandonment*Rate*,* iPhone*Safari* 0" 0" 1" 1" 2" 2" 3" 4" 5" 6" 7" 8" 9" 10" 11" 12" 13" 14" 15" 0" 3" 4" 5" 6" 7" 8" 9" 10" 11" 12" 13" 14" 15" Page"Load"Time"Band"(sec.)" Source: Gomez real user monitoring Page"Load"Time"Band"(sec.)" Source: Gomez real user monitoring
  20. 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 Categorienaam # Pageviews Non-Bounce Desktop Baseline: 2,7 sec. 6-7 7-8 8-9 9-10 >10
  21. Our Need for speed @jeroentjepkema, MeasureWorks
  22. 0 Source: Jakob Nielsen
  23. 1 0,3 0 Interaction: Let’s conversate... Instantaneous: I like it! Source: Jakob Nielsen
  24. 3 1 0,3 0 Mmm, shall I click away? Interaction: Let’s conversate... Instantaneous: I like it! Source: Jakob Nielsen
  25. 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
  26. 0:00 sec. Conversation starts
  27. 0:00 sec. Conversation starts 2.5 sec. First reply
  28. 4.5 sec. Finish conversation 0:00 sec. Conversation starts 2.5 sec. First reply
  29. 4.5 sec. Finish conversation 0:00 sec. Conversation starts Comfort zone Tolerated 2.5 sec. First reply Frustrated
  30. Mobile Shopping experiment
  31. Nexus - Android - 3G Tested with webpagetest.org (3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)
  32. Functional issues reported with Zalando 50 37,5 Round 1 25 45 42,1 12,5 15,4 0 Zalando HM 20 7,7 V&D 24 3,9 Tom Tailor 4 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 15,4 HM 8 V&D Tom Tailor 21 Design 18 Speed 6 Mobile Readiness Other
  33. #EasyNavigation
  34. Mobile = Always on?
  35. 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
  36. 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
  37. - One touch? +
  38. Login or not?
  39. Mobile Search
  40. #Contentdriven
  41. The holy grail in experience is “flow state”
  42. “” Flow is an optimal experience that is “intrinsically enjoyable”
  43. Provide relevant content to support task completion...
  44. ...deliver it fast, focus on perception!
  45. http://www.nytimes.com/2012/08/19/opinion/sunday/why-waiting-in-line-is-torture.html?pagewanted=all&_r=0
  46. http://answers.yahoo.com/question/index?qid=1005081200005
  47. That’s not my website?
  48. 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
  49. Mobile Advertisement? Flow vs. Intrusive
  50. Telegraaf: Intrusive Nu.nl: Flow N = 15 Q = Flow vs. Intrusive. Can you remember the advertiser/brand? Dumpert: Intrusive Flipboard: Flow
  51. 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?
  52. How to prioritize content?
  53. Bol.com - Desktop (Cable: 10Mb/s up via Webpagetest.org) Bol.com - Mobile (Wifi: 10Mb/s up via Webpagetest.org)
  54. Mobile First? Bol.com - Mobile (3G: 2Mb/s up via Webpagetest.org)
  55. Mobile First? Bol.com - Mobile (3G: 2Mb/s up via Webpagetest.org)
  56. Responsive Design?
  57. Responsive Design? Start with mobile
  58. What impacts mobile (shopping) experience? Alignment Desktop vs. Mobile Screen size vs. Content Speed Usability
  59. Questions so far?
  60. #MobileContext
  61. Mobile context?
  62. Under time Content pressure Mobile context?
  63. Under time Content pressure (often) one Usability handed Mobile context?
  64. Under time Content pressure (often) one Usability handed Mobile context? While Speed on the move
  65. Under time Content pressure (often) one Usability handed Mobile context? While Speed on the move
  66. Mobile = Task Completion + ( Usability + Speed ) Customer Journey
  67. Just Remember: Deliver before it turns green!
  68. Thanks! More questions? M: jtjepkema@measureworks.nl T: @jeroentjepkema W: www.measureworks.nl

×