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Mobile Convention Amsterdam, Measure works - Jeroen Tjepkema
 

Mobile Convention Amsterdam, Measure works - Jeroen Tjepkema

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Presentatie van Measure Works tijdens Mobile Convention Amsterdam 2011

Presentatie van Measure Works tijdens Mobile Convention Amsterdam 2011

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    Mobile Convention Amsterdam, Measure works - Jeroen Tjepkema Mobile Convention Amsterdam, Measure works - Jeroen Tjepkema Presentation Transcript

    • @jeroentjepkema
    • Guidelines for a succesfulMobile Customer Experience (How to turn visitors into consumers) Mobile Convention Amsterdam, 19 April 2011
    • We need a mobile strategy!
    • Should we focus on mobile site, native app or sms? Richness of features !"#$%& !""# !""# ()*+,- !"#$%."/0&,+0 $%&()#*+)# $%&()#*+)# ()*+,- !"#$%1"/0&,+0.2,#%3$, ,$,# ,$,# ()*+,-Adressable audience Device focus
    • / * Smartphone owners are the # % 0 most active users $ * & ( ) *+ , - .+ ! " # $ % & ( ) *+ !"# $!"# %!"# &!"# !"# (!"# )!"# *!"# +!"# ,!"# -./01# 233401# 5678901#Source: Forrester Research North American Technographics® Benchmark Surveys, Q2 2010
    • What devices should we support?
    • The typical path to acompany’s mobile adoption
    • Denial: Mobile users? Do we have any? MeasureWorks Mobile Performance Meetup, 2011
    • Denial: Mobile users? Do we have any?Acceptance: Create a simple site that works everywhere MeasureWorks Mobile Performance Meetup, 2011
    • Denial: Mobile users? Do we have any?Acceptance: Create a simple site that works everywherePanic: We need app store presence as quickly as possible MeasureWorks Mobile Performance Meetup, 2011
    • Denial: Mobile users? Do we have any?Acceptance: Create a simple site that works everywherePanic: We need app store presence as quickly as possible Contemplation: Wow! Can these phones do that? MeasureWorks Mobile Performance Meetup, 2011
    • Denial: Mobile users? Do we have any?Acceptance: Create a simple site that works everywherePanic: We need app store presence as quickly as possible Contemplation: Wow! Can these phones do that? Maturity: Use mobile specific capabilities to it’s fullest MeasureWorks Mobile Performance Meetup, 2011
    • Your customers have highexpectations of your mobile product
    • Mobile = Daily life
    • Guidelines for a succesful mobile experience
    • 1: Design for comfort
    • Q: Can end-users perform transactions in the mobile context?
    • ‣ Under time pressure ‣ While on the move ‣ Often one-handedQ: Can end-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 conversion?
    • 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 #" !" !" $" %" &" " #" (" )" *" +" $!" $$" $%" $&" $" $#" 9.:3";1.0"<=23">./0"6?3@A8" Source: Gomez real user monitoring
    • ,-./01/23/4"5.43",@B1??"%!!C"D=43?"E"$))C"F=GG=1/"9.:3"H=3I?" JK3B"%"I33L?"E"!""#$%&()%(#*(+#,-.&/)#0121%,# &!" %#",-./01/23/4"5.43"678" %!" !"#$%&$($)*+#)(*,* !--*./&01(/1* $#" !"#$%&$($)*+#)(*,* 234&$(*5#6#/2* $!" Every second delay can lead up to 7% revenue risked #" !" !" $" %" &" " #" (" )" *" +" $!" $$" $%" $&" $" $#" 9.:3";1.0"<=23">./0"6?3@A8" Source: Gomez real user monitoring
    • 2: Make it simple
    • Every site has a business model
    • Organic Search ! Campaigns! Ad Network! Transactional site Visitor! Offer ! !" !"#$%&$&$() 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
    • Mobile Marketing Awards 2011 3. Measure Mobile Diversity
    • Brand Desktop .mobi iPhoneKLM 1.92 3.91 4.15Nu.nl 1.82 5.73 4.00Telegraaf 3.71 5.03 2.91Volkskrant 2.49 4.64 6.09Bol.com 2.31 7.46 2.01Hyves 1.37 7.17 3.89Wehkamp 2.32 2.90 8.05Marktplaats 3.32 15.21 7.79AH 1.87 5.07 3.50OV9292 1.83 3.04 2.42 Study performed by MeasureWorks, with Gomez Active XF from March 1st - April 17th
    • Brand Desktop .mobi iPhoneKLM 1.92 3.91 4.15Nu.nl 1.82 5.73 4.00Telegraaf 3.71 5.03 2.91Volkskrant 2.49 4.64 6.09Bol.com 2.31 7.46 2.01Hyves 1.37 7.17 3.89Wehkamp 2.32 2.90 n.a.Marktplaats 3.32 15.21 7.79AH 1.87 5.07 3.50OV9292 1.83 3.04 2.42 Study performed by MeasureWorks, with Gomez Active XF from March 1st - April 17th
    • Brand Desktop .mobi iPhoneKLM 1.92 3.91 4.15Nu.nl 1.82 5.73 4.00Telegraaf 3.71 5.03 2.91Volkskrant 2.49 4.64 6.09Bol.com 2.31 7.46 2.01Hyves 1.37 7.17 3.89Wehkamp 2.32 2.90 n.a.Marktplaats 3.32 15.21 7.79AH 1.87 5.07 3.50OV9292 1.83 3.04 2.42 Study performed by MeasureWorks, with Gomez Active XF from March 1st - April 17th
    • 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
    • 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
    • 4: Native app vs. Mobile web
    • Regular website How do we engage with our customers?
    • Optimized mobileRegular website website How do we engage with our customers?
    • Optimized mobile Mobile nativeRegular website website application How do we engage with our customers?
    • Should we just go with our website?
    • IE8: 3.76 sec.Firefox 4: 3.20 sec. Measured with webpagetest.org
    • IE8: 3.76 sec. iPhone: 7.75 sec.Firefox 4: 3.20 sec. Android: 7.09 sec. Measured with webpagetest.org
    • Mobile site Vs. Native App
    • Mobile siteLatest browser support Short time to marketNo access to certain native optionsHigher level of device compatibility
    • Native App One touch startup Access to native options Opportunities for improved performanceLong time to launch / Get approval
    • New to mobile = Mobile site
    • Places‣ Efficiency matters‣ Leave when they’re bored‣ Collect feedback‣ A/B test content for pages/session, exits
    • Places = Native App
    • Tasks‣ Effectiveness matters‣ Completion, abandonment‣ Collect “motivation” feedback‣ A/B test layouts for conversion
    • Task = Mobile site
    • Task = Mobile site Unless you’re willing to sponsor Apple
    • 5: Context? Measure and analyse it!
    • Who’s driving?5: What we need is context! Context? Measure and analyse it!
    • Who’s driving? Where is he driving to?5: What we need is context! Context? Measure and analyse it!
    • Why like this? Who’s driving? Where is he driving to?5: What we need is context! Context? Measure and analyse it!
    • Web Analytics can tell you a lot.
    • And it tells you have much money they’ve spend
    • But...
    • What did Could they vs.they do? do it?
    • Performance data: Average page load time
    • !"#$%&! (&)*+&&# ,+-#.+/01/23*4+#5*36784&#
    • Context: Web Performance Analytics
    • Summary
    • “...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