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Webinar: Best practices for improving online experiences

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Consumers expect great Website experiences and won’t tolerate a site that performs poorly. Your site technology is becoming more complex to manage and if not done right, can actually have a negative impact on customer experience. Following best practices for evolving your site – based upon your customers’ needs -- is critical to improving customer satisfaction.

What You Will Learn:
Join our featured speaker, Megan Burns, a customer experience expert from independent research firm Forrester Research, Inc. to learn about:

* How satisfied consumers are with Website experiences
* Best practices for improving your online experience
* The impact of Web application performance on your Website experience
* How to put best practices into action without slowing down your site

Published in: Technology
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Webinar: Best practices for improving online experiences

  1. 1. Megan Burns – Principal Analyst, Forrester Research Inc.Matt Poepsel – VP Performance Strategies, Problems with PC audio? Compuware Gomez Dial-in: 866-900-5706 Passcode: 2813729
  2. 2. 2 © 2010 Forrester Research, Inc. Reproduction Prohibited
  3. 3. Best Practices For Improving Online CustomerExperienceMegan Burns, Principal AnalystDecember 9, 20103 © 2010 Forrester Research, Inc. Reproduction Prohibited 2009
  4. 4. AgendaWhat is the state of online customer experience today?Why are today’s online experiences the way they are?What should online customer experience professionals do improve the experiences they deliver?4 © 2010 Forrester Research, Inc. Reproduction Prohibited
  5. 5. AgendaWhat is the state of online customer experience today?Why are today’s online experiences the way they are?What should online customer experience professionals do improve the experiences they deliver?5 © 2010 Forrester Research, Inc. Reproduction Prohibited
  6. 6. How customers feel about their6 interactions with your organization © 2010 Forrester Research, Inc. Reproduction Prohibited
  7. 7. Web site satisfaction levels can vary dramatically7 © 2010 Forrester Research, Inc. Reproduction Prohibited
  8. 8. In 2010 there were big increases and big descreases Percentage-point changeCompany Industry since 2008Cox Communications TV Service Provider + 16Sprint Wireless service provider + 15AAA Insurance provider + 13Cox Communications Internet service provider + 11Old Navy Retailer +10JCPenney Retailer -7Allstate Insurance Insurance provider -7Citibank Bank -9Washington Mutual Bank -11America Online (AOL) Internet service provider - 138 © 2010 Forrester Research, Inc. Reproduction Prohibited
  9. 9. Distribution of Web Site User Experience Review scores(November 1999 – October 2010) Number of sites All external uses of this deliverable are subject to Forresters prior approval. This is consistent with our Citation Policy which can be found on Forresters Web site, www.forrester.com.9 © 2010 Forrester Research, Inc. Reproduction Prohibited
  10. 10. When it comes to online customer experience, there’s plenty of room for improvement.10 © 2010 Forrester Research, Inc. Reproduction Prohibited
  11. 11. Agenda What is the state of online customer experience today? Why are today’s online experiences the way they are? What should online customer experience professionals do improve the experiences they deliver?11 © 2010 Forrester Research, Inc. Reproduction Prohibited
  12. 12. Companies aren’t focused on their customers Percentage of respondents who agree with the following statements Our company has a clearly defined set of target customer segments 60% Primary research is used to fully understand the needs and behaviors of 43% target customers The quality of interactions with target customers is closely monitored 31% Decision making processes systematically incorporate the needs of target customers 30% Employees across the company share a consistent and vivid image of target 24% customers Base: 141 customer experience decision makers at large North American firms Source: February 19, 2010, “The State of Customer Experience, 2010” Forrester report12 © 2010 Forrester Research, Inc. Reproduction Prohibited 2009
  13. 13. What functionality should we offer? What user goals do we need to support? I don’t like the way this is written. Joan (our target persona) wouldn’t understand this product description. How can we sell more product? How can we help Joan find and buy more of what she needs? We need to convey more of our To build our brand we must satisfy brand messaging. Joan’s needs. 13 © 2010 Forrester Research, Inc. Reproduction Prohibited
  14. 14. It’s easy to ignore customer experience fundamentals How enjoyable was it to accomplish your goal on the site? Enjoyable How easy was it to accomplish your goal on the site? Usable Were you able to accomplish what you came to the site to do? Useful14 © 2010 Forrester Research, Inc. Reproduction Prohibited
  15. 15. It’s easy to ignore customer experience fundamentals MIT Media Lab “Sixth Sense”15 © 2010 Forrester Research, Inc. Reproduction Prohibited
  16. 16. Agenda What is the state of online customer experience today? Why are today’s online experiences the way they are? What should online customer experience professionals do improve the experiences they deliver?16 © 2010 Forrester Research, Inc. Reproduction Prohibited
  17. 17. Find the overlap between user and business goals What users What businesses want to do want them to do17 © 2010 Forrester Research, Inc. Reproduction Prohibited
  18. 18. Find the overlap between user and business goals18 © 2010 Forrester Research, Inc. Reproduction Prohibited
  19. 19. Make sure key user goals are supported before you allow anything else on the site 1. What did you come to the site to do today? 2. Were you able to accomplish that goal?  Yes  No  I’m not sure 3. If not, why not? What could we do to make the experience easier?19 © 2010 Forrester Research, Inc. Reproduction Prohibited
  20. 20. 20 © 2010 Forrester Research, Inc. Reproduction Prohibited
  21. 21. Know what customers consider a good experience21 © 2010 Forrester Research, Inc. Reproduction Prohibited
  22. 22. August 2009 “Persona Best Practices Of Interactive Agencies” Whittmanhart’s Persona For A Pharmaceutical Company22 © 2010 Forrester Research, Inc. Reproduction Prohibited
  23. 23. Leverage a full portfolio of tools to evalute your online customer experience – BEFORE it goes live!Type Good For… Common PitfallsSurveys Measuring satisfaction Opinion based and user perceptionWeb Analytics Locating trouble spots Tells you where but not what or whyFocus groups Testing concepts Opinion based Small numbersExpert reviews Identifying specific Only finds previously problems known problemsUsability labs Identifying specific Poor price performer problems23 © 2010 Forrester Research, Inc. Reproduction Prohibited
  24. 24. Start planning now for digital experiences of the future C ustomized C A ggregated A R elevant R S ocial S24 © 2010 Forrester Research, Inc. Reproduction Prohibited
  25. 25. 25 Weather.com © 2010 Forrester Research, Inc. Reproduction Prohibited CARS
  26. 26. 26 Weather.com © 2010 Forrester Research, Inc. Reproduction Prohibited CARS
  27. 27. 27 Weather.com © 2010 Forrester Research, Inc. Reproduction Prohibited CARS
  28. 28. Recommendations 1. Achieve your business goals by supporting related customer goals. – Its easier! 2. Focus on the fundamentals – usefulness, useability, and enjoyability. – Theyll never go away. 3. Leverage custmer feedback and primary research to understand what customers want from online experiences beyond the basics. – Many companies wont bother. Those that do will differentiate. 4. Validate new experiences early and often against customer criteria to avoid launching something that customers wont like. – You cant afford to waste money on stuff that isnt going to work. 5. Prepare yourselves now for the online experiences of the future. – The future is already here…it’s just not evenly distributed.28 © 2010 Forrester Research, Inc. Reproduction Prohibited
  29. 29. Thank youMegan Burns+1 617.613.6294mburns@forrester.comwww.forrester.com © 2009 Forrester Research, Inc. Reproduction Prohibited
  30. 30. Best Practices for Improving OnlineExperiences Matt Poepsel, VP of Performance Strategies, Compuware Gomez
  31. 31. Web & Mobile Site Performance Impacts Business Results Abandonment Rate Across 200+ Sites/177+ Million Page Views All Browsers vs. iPhone Safari 30 25Abandonment Rate (%) 20 Abandonment Rate - All Browsers 15 Abandonment Rate - iPhone Safari 10 5 0 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 Page Load Time Band (sec.)Source: Gomez real user monitoring
  32. 32. The Challenge of Delivering Web Applications Systems …user ismanagement NOT happy tools: “OK” The Web Application Delivery Chain 3rd Party/ BrowsersLoad Cloud Services Local ISP and devices UsersBalancersWebServersMobileComponentsAppServers InternetDB MajorServers ISPStorageMainframeNetwork Content Delivery Mobile Networks Carrier Traditional zone of control
  33. 33. Users Access The Web On A Variety Of Devices Morgan Stanley predicts mobile users will outnumber desktop internet users within 4 yearsSource: Mary Meeker, Morgan Stanley
  34. 34. Users Access The Web With A Variety Of Browsers Browser market share across 200+ sites with 117+ million page views from Nov 16 to 23, 2010 iPhone iPad Safari Safari Other Safari 5 IE6 IE8 Chrome 7 FF 3.x Safari 4 IE8 IE7 Chrome 7 IE7 IE6 Safari 5 iPhone Safari Safari 4 iPad Safari FF 3.x OtherSource: Gomez Real User Monitoring
  35. 35. Significant Performance Differences Across Browsers & Devices Load Time Perceived Render 12 10 8 6 4 2 0Source: Gomez Real-User Monitoring (October 2010) Real users around the world 526 million page measurements Broadband & wireless connections only 200+ sites
  36. 36. Content is Distributed Across Geographies How many cities does content come from to form the average transaction? Distribution of host cities by test (measured from multiple locations) >30 21-30 8% 7% 1 1 27% 2-5 11-20 12% 6-10 11-20 6-10 21-30 15% 2-5 >30 31%Source: Gomez Active Backbone Monitoring Sample of 12,000 transactions Multiple runs over 24 hours
  37. 37. And, So Are Users Chicago 4.1 Seconds San Francisco New York 8.2 Seconds 2.7 Seconds Dallas 4.3 Seconds Los Angeles 6.8 Seconds Atlanta 3.4 Seconds
  38. 38. The Browser Is Becoming The Integration PlatformNumber of hosts accessed directly by the browser,per user transaction, averaged across 3,000 companies 10.5
  39. 39. Gomez: Ensuring Quality Web Experiences Find and fix issues across the entire Web Application Delivery Chain Data Center Backbone Virtual Test Bed Last Mile Real User • Internal monitoring • Monitoring • Cross-browser • Monitoring • Monitoring • EMS integration • Load testing testing • Load testing 3rd Party/ BrowsersLoad Cloud Services Local ISP and devices UsersBalancers 100,000+Web consumer- gradeServers desktops 500+Mobile combosComponents of 168+ Private browsers agents & 100+ countries enterprise- and O/SApp peers YourServers grade real Data center nodes & Internet 2,500+ users event data ISPsDB transponder Major centersServers ISP 5,000+ supported MajorStorage mobile mobile devices carriersMainframe around the globeNetwork Content Delivery Mobile Networks Carrier Your zone of control with Gomez
  40. 40. QuestionsGomez Customers EnjoyMeasurable BenefitsIncreased conversions 10%Reduced homepage load time from11.3 seconds to 3.4 secondsImproved page load times 23%Saved 50%+ in staff and feesReduced seven-steptransaction time by 50%Reduced downtime 45%Achieved under 3 secondresponse time and 99%+availabilityValidated decision to consolidatethree data centersFor more information visit Gomez.com or contact us at +1 781.778.2700

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