How Poor Mobile
Performance
Hurts Your Brand
(and by how much)

Tammy Everts
IRCE Focus – February 2014
Why neuroscientific mobile testing?
Slide 2
• 2010 EEG study of desktop
users
• Throttled connection from 5MB
to 2MB
• Found that participants had to
concentrate up t...
Slide 4
Slide 5
It’s a mobile-first world.
55% of all time spent
on retail sites takes
place on a mobile device.

comScore, October 2013

Slide 7
Slide 8
Stuart McMillan, Schuh’s Journey to RWD (Conversion Conference 2013)
Slide 9
Four all-too-common
mobile assumptions
Assumption #1

My site isn’t slow on mobile.

Slide 11
Two things are slowing down your mobile site
(and they’re completely beyond your control).
• Latency – can range from 35 m...
Radware, 2013 State of the Union: Mobile Ecommerce Performance
Slide 13
Radware, 2013 State of the Union: Mobile Ecommerce Performance
Slide 14
Assumption #2

Mobile users expect pages to be slow.

Slide 15
Keynote, 2012 Mobile User Survey
Slide 16
Assumption #3

Mobile users want to browse, not buy.

Slide 17
By 2017,
retail mcommerce
is expected to hit
$113 billion –
26% of total
ecommerce sales.

eMarketer, September 2013
Slide...
Mobile shopping cart
abandonment rate
is 39% greater
than desktop rate.

2013 Google I/O

Slide 19
Assumption #4

Users will stick around, even if pages
are slow, if they really want to buy.

Slide 20
Skava/Harris Interactive, 2013

Slide 21
Case study: The impact of HTML delay on mobile business metrics
Slide 22
What is emotional
engagement research?
“95% of the consumer’s
decisions are made at the
subconscious level.”
Dr. Gerald Zaltman, Harvard University
Executive Com...
The problem with surveys…
Traditional research relies on eliciting post-cognitive
responses.
But thinking and talking abou...
Five benefits of neuroscientific testing
1
2
3
4
5

Evaluates think/feel (not say)
Quantified data
Moment-by-moment intera...
EEG Emotional Engagement Study
Our research team
• Seren – leaders in customer experience & service design
• Neurosense – global leader in implicit metho...
The brands we tested

Slide 29
Our testers
• 24 testers (12 male and 12 female)

• Pre-screened to ensure normal cognitive functioning
• Experienced mobi...
Methodology
• Standardized set of shopping tasks (browsing and checkout)
• Testers served sites over one of two speeds:
– ...
Slide 32
Why test a 500ms delay?

Case study: The impact of HTML delay on mobile business metrics
Slide 33
We focused on the metrics most affected by the 500ms delay.

Frustration
Emotional engagement

Slide 34
Slide 35
Normal speed

2.66s

2.92s

2.83s

4.24s
Slide 36
Frustration levels across sites (normal speed)

Slide 37
Engagement levels across sites (normal speed)

Slide 38
500ms delay: Peak frustration results

Slide 39
500ms delay: Average engagement results

Slide 40
Impact of site speed on post-test brand association

Slide 41
If pages aren’t fast, everything suffers.
Content
“boring”
Visual design
“tacky” and “confusing”
Navigation
“frustrating” ...
Slide 43
Takeaways
1 People feel “web stress” even when mobile shopping under
ideal conditions.
2 Slower web performance has a clear and meas...
Slide 46
http://www.radware.com/mobile-eeg2013/
Slide 47
Sources
Web Stress: A Wake-Up Call for European Business (Foviance, 2010)
http://www.ca.com/us/~/media/files/supportingpie...
Questions?
webperformancetoday.com
twitter.com/tameverts
linkedin.com/in/tammyeverts
plus.google.com/+TammyEverts/

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How Poor Mobile Performance Hurts Your Brand (and by how much)

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Why should you care about web performance?
Slow pages can hurt mobile user metrics – from bounce rate to online revenues to long – term user retention. Radware researcher and solution evangelist, Tammy Everts, speaks at IRCE Focus and reveals the four all-too-common mobile assumptions that could be making your site visitors suffer. To read more about the long-term effects “web stress” has on brand perception and business metrics, visit: http://www.radware.com/mobile-eeg2013/.

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How Poor Mobile Performance Hurts Your Brand (and by how much)

  1. 1. How Poor Mobile Performance Hurts Your Brand (and by how much) Tammy Everts IRCE Focus – February 2014
  2. 2. Why neuroscientific mobile testing? Slide 2
  3. 3. • 2010 EEG study of desktop users • Throttled connection from 5MB to 2MB • Found that participants had to concentrate up to 50% harder • Afterward, participants reported negative brand associations Slide 3
  4. 4. Slide 4
  5. 5. Slide 5
  6. 6. It’s a mobile-first world.
  7. 7. 55% of all time spent on retail sites takes place on a mobile device. comScore, October 2013 Slide 7
  8. 8. Slide 8
  9. 9. Stuart McMillan, Schuh’s Journey to RWD (Conversion Conference 2013) Slide 9
  10. 10. Four all-too-common mobile assumptions
  11. 11. Assumption #1 My site isn’t slow on mobile. Slide 11
  12. 12. Two things are slowing down your mobile site (and they’re completely beyond your control). • Latency – can range from 35 milliseconds to 350+ milliseconds per resource (e.g. images, CSS files) • Connection – 3G can be up to 15 times slower than broadband Slide 12
  13. 13. Radware, 2013 State of the Union: Mobile Ecommerce Performance Slide 13
  14. 14. Radware, 2013 State of the Union: Mobile Ecommerce Performance Slide 14
  15. 15. Assumption #2 Mobile users expect pages to be slow. Slide 15
  16. 16. Keynote, 2012 Mobile User Survey Slide 16
  17. 17. Assumption #3 Mobile users want to browse, not buy. Slide 17
  18. 18. By 2017, retail mcommerce is expected to hit $113 billion – 26% of total ecommerce sales. eMarketer, September 2013 Slide 18
  19. 19. Mobile shopping cart abandonment rate is 39% greater than desktop rate. 2013 Google I/O Slide 19
  20. 20. Assumption #4 Users will stick around, even if pages are slow, if they really want to buy. Slide 20
  21. 21. Skava/Harris Interactive, 2013 Slide 21
  22. 22. Case study: The impact of HTML delay on mobile business metrics Slide 22
  23. 23. What is emotional engagement research?
  24. 24. “95% of the consumer’s decisions are made at the subconscious level.” Dr. Gerald Zaltman, Harvard University
Executive Committee of Harvard University’s Mind, Brain and Behavior Interfaculty Initiative Slide 24
  25. 25. The problem with surveys… Traditional research relies on eliciting post-cognitive responses. But thinking and talking about emotions changes and distorts them. Slide 25
  26. 26. Five benefits of neuroscientific testing 1 2 3 4 5 Evaluates think/feel (not say) Quantified data Moment-by-moment interaction Cause-and-effect triggers Fresh, deeper insights Slide 26
  27. 27. EEG Emotional Engagement Study
  28. 28. Our research team • Seren – leaders in customer experience & service design • Neurosense – global leader in implicit methodologies • NeuroStrata – expert consultants in blending neuromarketing applications Slide 28
  29. 29. The brands we tested Slide 29
  30. 30. Our testers • 24 testers (12 male and 12 female) • Pre-screened to ensure normal cognitive functioning • Experienced mobile device users • Did not know they were part of a performance study Slide 30
  31. 31. Methodology • Standardized set of shopping tasks (browsing and checkout) • Testers served sites over one of two speeds: – normal Wifi – artificial 500ms delay • Using EEG headset and eyetracker, measured moment-bymoment responses Slide 31
  32. 32. Slide 32
  33. 33. Why test a 500ms delay? Case study: The impact of HTML delay on mobile business metrics Slide 33
  34. 34. We focused on the metrics most affected by the 500ms delay. Frustration Emotional engagement Slide 34
  35. 35. Slide 35
  36. 36. Normal speed 2.66s 2.92s 2.83s 4.24s Slide 36
  37. 37. Frustration levels across sites (normal speed) Slide 37
  38. 38. Engagement levels across sites (normal speed) Slide 38
  39. 39. 500ms delay: Peak frustration results Slide 39
  40. 40. 500ms delay: Average engagement results Slide 40
  41. 41. Impact of site speed on post-test brand association Slide 41
  42. 42. If pages aren’t fast, everything suffers. Content “boring” Visual design “tacky” and “confusing” Navigation “frustrating” and “hard-to-navigate” Slide 42
  43. 43. Slide 43
  44. 44. Takeaways
  45. 45. 1 People feel “web stress” even when mobile shopping under ideal conditions. 2 Slower web performance has a clear and measurable impact on people at a neurological level. 3 Slow sites can seriously undermine overall brand health. 4 The nature and scale of impact varies, depending on a number of factors (e.g. inherent strength/weakness of brand). 5 This presents great opportunities to strengthen overall brand by investing in performance optimization. Slide 45
  46. 46. Slide 46
  47. 47. http://www.radware.com/mobile-eeg2013/ Slide 47
  48. 48. Sources Web Stress: A Wake-Up Call for European Business (Foviance, 2010) http://www.ca.com/us/~/media/files/supportingpieces/final_webstress_survey_report_229296.aspx 2013 Social & Mobile Commerce Consumer Report (Shop.org / comScore) http://shop.org/research/original/2013-social-mobile-commerce-consumer-report 2012 Mobile User Survey (Keynote) http://www.keynote.com/docs/reports/Keynote-2012-Mobile-User-Survey.pdf 2013 State of the Union: Mobile Ecommerce Performance (Radware) http://www.radware.com/mobile-sotu2013/ The Danger of a Poor Mobile Shopping Experience [INFOGRAPHIC] http://www.getelastic.com/the-danger-of-a-poor-mobile-shopping-experience-infographic/ Case study: The impact of HTML delay on mobile business metrics (Web Performance Today, November 2011) http://www.webperformancetoday.com/2011/11/23/case-study-slow-page-load-mobile-business-metrics/ Slide 48
  49. 49. Questions? webperformancetoday.com twitter.com/tameverts linkedin.com/in/tammyeverts plus.google.com/+TammyEverts/ Slide 49
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