MeasureWorks - Multichannel 2013 - Why your users quit your online (mobile) strategy

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My slides from MultiChannel 2013... About why users demand performance and will abandon your website if you fail... Research is based on extensive user panal research, with a focus on performance and task completion.

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MeasureWorks - Multichannel 2013 - Why your users quit your online (mobile) strategy

  1. 1. @jeroentjepkemaPerformance Usability Experience:: ::
  2. 2. Rules of ThumbWhy your users will quit your online (mobile) strategyMultichannel 2013,April 24, 2013
  3. 3. http://bit.ly/MW-MC13
  4. 4. Performance?
  5. 5. 0"5"10"15"20"25"30"0" 1" 2" 3" 4" 5" 6" 7" 8" 9" 10" 11" 12" 13" 14" 15"Abandonment"Rate"(%)"Page"Load"Time"Band"(sec.)"Abandonment*Rate*,*All*Browsers*Source: Gomez real user monitoringAbandonment"Rate"Across"200+"Sites"/"177+"Million"Page"Views"Over"2"weeks"/"All#Browsers#
  6. 6. 0"5"10"15"20"25"30"0" 1" 2" 3" 4" 5" 6" 7" 8" 9" 10" 11" 12" 13" 14" 15"Abandonment"Rate"(%)"Page"Load"Time"Band"(sec.)"Abandonment*Rate*,*All*Browsers*Source: Gomez real user monitoringAbandonment"Rate"Across"200+"Sites"/"177+"Million"Page"Views"Over"2"weeks"/"All#Browsers#0"5"10"15"20"25"30"0" 1" 2" 3" 4" 5" 6" 7" 8" 9" 10" 11" 12" 13" 14" 15"Abandonment"Rate"(%)"Page"Load"Time"Band"(sec.)"Abandonment*Rate*,*All*Browsers*Abandonment*Rate*,*iPhone*Safari*Source: Gomez real user monitoringAbandonment"Rate"Across"200+"Sites"/"177+"Million"Page"Views"Over"2"weeks"/"All#Browsers#vs.#iPhone#Safari#
  7. 7. @jeroentjepkema, MeasureWorks(inter)actionWe
  8. 8. 0
  9. 9. 0,3Instantaneous: I like it!0
  10. 10. 10,3Instantaneous: I like it!Interaction: Let’s conversate...0
  11. 11. 130,3Instantaneous: I like it!Interaction: Let’s conversate...Mmm, shall I click away?0
  12. 12. 10130,3Instantaneous: I like it!Interaction: Let’s conversate...Mmm, shall I click away?Only if the task/content is relevant0
  13. 13. 10130,3Do I like it?Do I want to conversate?This is where the magic happensMmm, shall I click away?Only if the task/content is relevant0
  14. 14. How we perceive “interaction”?
  15. 15. Sensitive for specific tasksHow we perceive “interaction”?
  16. 16. Always compared to past experiencesSensitive for specific tasksHow we perceive “interaction”?
  17. 17. Always compared to past experiencesTask completion has positive impactSensitive for specific tasksHow we perceive “interaction”?
  18. 18. Slowdowns hurtsTask completion has positive impactSensitive for specific tasksHow we perceive “interaction”?Always compared to past experiences
  19. 19. ExperiencethedifferenceTested with webpagetest.org (3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)
  20. 20. Ultimate goal = “flow state”
  21. 21. Relevant content,to supporttask completion
  22. 22. With fast delivery,focus on interaction
  23. 23. Flow is an“optimal experience”that is“intrinsically enjoyable”“”
  24. 24. Myth busted?
  25. 25. Technology vs. PerceivedExperiment 1:Desktop
  26. 26. Which website would you recommend in terms ofperformance?100 usersBuy a summer holidayonlineDesktop only, fixedselection of shops(Travel30)
  27. 27. 12345Perceived TechnologySunwebGlobeNeckermannD-reizenArkeRankingStudy performed by MeasureWorks for Emerce eTravel, 2013Technology vs. Perceived
  28. 28. 12345Perceived TechnologySunweb SunwebD-reizen GlobeNeckermann NeckermannArke D-reizenGlobe ArkeRankingStudy performed by MeasureWorks for Emerce eTravel, 2013Technology vs. Perceived
  29. 29. 12345Perceived TechnologySunweb SunwebD-reizen GlobeNeckermann NeckermannArke D-reizenGlobe ArkeRankingStudy performed by MeasureWorks for Emerce eTravel, 2013Technology vs. Perceived
  30. 30. Experiment 2:Mobile
  31. 31. Mobile shopping experience setup....100 mobile usersMobile browsers onlyvia 3G, no WiFiPerform 2 tasks:‣Buy a book‣Buy a T-shirt
  32. 32. Speed
  33. 33. 012,52537,550Zalando HM V&D Tom Tailor3,97,715,442,11. Buy a T-shirt 2. Review4452420Design Speed Mobile Readiness Other010203040Zalando HM V&D Tom Tailor83415,4126185421Design Speed Mobile Readiness OtherRound1Round2Many functionalissues reportedwith ZalandoMobile Only research:- Task completion: Only use smartphone to buy a book- N = 100, users range from 20-65
  34. 34. Nexus - Android - 3GTested with webpagetest.org (3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)
  35. 35. Nexus - Android - 3GTested with webpagetest.org (3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)
  36. 36. Mobilereadiness
  37. 37. 0255075100Bol.com Selexyz Bruna Other1. Buy a book 2. Review 3. Buy at a different store16162444Design Speed Mobile Readiness Other12462616Design Speed Mobile Readiness OtherMobile Only research:- Task completion: Only use smartphone to buy a book- N = 100, users range from 20-65
  38. 38. Bol.com Selexyz De Boekerij ECI Bruna Cosmox
  39. 39. Target your audience!0%10%20%30%40%Speed Readiness18%40% 40%25%< 34 > 35Mobile Web42%Native58%Mobile Web55%Native45%< 34 > 35
  40. 40. Recipe forperformance
  41. 41. You1.Eco-System ofme
  42. 42. Deliver the same experience to all your (mobile) users
  43. 43. Regular website Native ApplicationDeliver the same experience to all your (mobile) users
  44. 44. Regular website Native ApplicationOptimized Mobile WebDeliver the same experience to all your (mobile) users
  45. 45. Mobile firstexperience
  46. 46. Prioritize your business goalsMobile firstexperience
  47. 47. Mobile firstexperiencePrioritize your business goalsDeliver content accordingly
  48. 48. 0123456789MoneYou ING IEX Binck Alex ABN Amro4,84,64,62,32,33,58,93,88,5237,91,31,80,63,70,91,2Desktop Mobile NativePageLoadTime(sec.)Mobile First experience?Tested with webpagetest.org & gomez (For desktop 8Mbs up/ 1,5Mbs down, for Mobile 3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)
  49. 49. #2Design for(mobile)use cases
  50. 50. Focus ontaskcompletion
  51. 51. Withmobileconditionsin mind
  52. 52. Optimized for the right screen
  53. 53. Native appMobile Web - LandscapeMobile Web - Portrait
  54. 54. #3Collectingdata
  55. 55. INTERNET CUSTOMERSThird-party/Cloud ServicesContentDeliveryNetworksLocalISPMobileCarriersMajorISPINTERNAL USERS(CLOUD) DATA CENTERStorage DB Servers Web ServersAppServersMiddlewareServersMainframeLoadBalancersNetwork
  56. 56. INTERNET CUSTOMERSThird-party/Cloud ServicesContentDeliveryNetworksLocalISPMobileCarriersMajorISPINTERNAL USERS(CLOUD) DATA CENTERStorage DB Servers Web ServersAppServersMiddlewareServersMainframeLoadBalancersNetworkThis is what you control...
  57. 57. INTERNET CUSTOMERSThird-party/Cloud ServicesContentDeliveryNetworksLocalISPMobileCarriersMajorISPINTERNAL USERS(CLOUD) DATA CENTERStorage DB Servers Web ServersAppServersMiddlewareServersMainframeLoadBalancersNetworkThis is what you control... What you’re blamed for..
  58. 58. Measuring performance?
  59. 59. Measuring performance? Outside-in, fromthe user’s perspective...
  60. 60. Usereal devicesand/or users
  61. 61. With both 3Gand WiFiconnections
  62. 62. Based onReal usagescenario’s
  63. 63. 0510152025309 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 1 2 3 4 5 6 7 8 9 102,9 2,53,22,43,62,6 2,5 2,5 2,7 2,822,02,5 2,619,02,7 3,0 2,7 2,5 2,8 2,8 3,1 2,6 2,5 2,5 2,8 2,6Worldticketcenter.nl31 May 2012 1 June 2012
  64. 64. Worldticketcenter.nl0510152025309 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 1 2 3 4 5 6 7 8 9 1031 May 2012 1 June 2012
  65. 65. #fail
  66. 66. #fail
  67. 67. #fail
  68. 68. #fail
  69. 69. #fail
  70. 70. #fail
  71. 71. Source: Compuware, 2012, Engaging the tablet user; What to expect from web sites?Why it matters?
  72. 72. Source: Compuware, 2012, Engaging the tablet user; What to expect from web sites?Why it matters? 76% of mobileconsumers won’t retry more than twice
  73. 73. Source: Oracle, 2012, Customer Experience SurveyWhy it matters? 89% of (mobile)consumers will leave to the competition
  74. 74. To summarize...
  75. 75. Performance isa requirement
  76. 76. Net Performance ScoreCreate greatservice
  77. 77. Real users,real devices,real data
  78. 78. DetectingTrends
  79. 79. Don’t let themclick awayCreate anexperiencethatperforms
  80. 80. Questions?
  81. 81. View slides: http://bit.ly/MW-MC13More performance?Join us May 18, webperfdays.org
  82. 82. Thanks! More questions?M: jtjepkema@measureworks.nlT: @jeroentjepkemaW: www.measureworks.nl

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