MeasureWorks - 5 best practices for every Mobile Strategy

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Mobile commerce raises the stakes for business owners. Recent research from Forrester and OVUM tells us that more than 70% of all consumers expect mobile sites to load as fast as regular websites. Even worse, after a bad experience, over 50% of all consumers will leave your mobile site to never return. This will have impact on your conversion and ultimately your bottom line.

Mobile browsing differentiates itself in 2 crucial ways from the regulare websites. The consumer is expecting speed and simplicity. Not beautiful styled websites with lots of rich content.

This presentation, as part of the MeasureWorks mobile performance meetup, will give you best practices for building a successful mobile strategy.

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MeasureWorks - 5 best practices for every Mobile Strategy

  1. 1. 5 Best Practices for every Mobile Strategy
  2. 2. A day in the life of….
  3. 3. This is me 85% 10% 5% 0-500 500-1000 >1000 Mb Mb Mb Vodafone Friendly User Policy * (* Rough estimate)Reset on February 9
  4. 4. 50iPad/iPhone: Open native app 0 00 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
  5. 5. 50iPad/iPhone: Open native app 0 00 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 Call Mail App
  6. 6. 50iPad/iPhone: Open native app 0 00 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 Satisfied Not satisfied
  7. 7. How does this relate to your mobile strategy?
  8. 8. #1"Mobile = Productivity
  9. 9. Mobile will outgrow Desktop within 3-5 years!2500  2000  1500   Desktop  Users   Mobile  Users  1000   500   0   2007 2008 2009 2010 2011 2012 2013 2014 2015 Morgan Stanley, The Mobile Internet Report, 2010
  10. 10. Shifting trends - Productivity!
  11. 11. #2 "Mobile is changing WHERE and WHEN we interact
  12. 12. #3 " Mobile changes the way we look at data
  13. 13. #3 "Mobile changes the way we look at data Data on demand:   Instant access   Always accessible   Responsive
  14. 14. 5 Best Practices for a successful Mobile Strategy
  15. 15. 1. Provide comfort
  16. 16. AT&T: Checking NASDAQ went up by 40 times, most used while waiting for traffic light”
  17. 17. 58% of mobile phone users expect websites to load asquickly or faster on their mobile phone, compared to thecomputer they use at home Equation Research, Mobile Web Experience Survey, 2010
  18. 18. More  than  51%  of  mobile  consumers  experienced  a   mobile  site  which  crashed  or  received  an  error Equation Research, Mobile Web Experience Survey, 2010
  19. 19. Imagine this site…
  20. 20. ..From this viewpoint34% of all users experience difficulty withviewing content on a mobile screen
  21. 21. 28% of mobile web users didn’t execute atransaction due to trust and/or security issues SmartRevenue., Mobile Commerce Survey, 2010
  22. 22. 40% of consumers are likely to clickaway to the competition after they had trouble accessing from their phone Equation Research, Mobile Web Experience Survey, 2010
  23. 23. Jakob’s Law of Internet User Experience:Users spend most of their times on other sites!
  24. 24. Jakob’s Law of Internet User Experience:Users spend most of their times on other sites! So when they do, it better be good!
  25. 25. 2. Keep it simple and effective
  26. 26. Organic Search Campaigns Ad Network Transactional site Visitor Offer €   Abondenment   Upselling Reach Purchase step 1 €   Purchase step 2 €   Mailing, alerts, €   promotions Conversion €  Disengagement   Enrolment Impact  on  site   €   Negative €   Positive
  27. 27. €   Media site Enrolment Targeted €   embedded add Add Network Visitor €   €   Advertiser siteDeparture   Impact  on  site   €   Negative €   Positive
  28. 28. According to Forrester research, Mobile services should offer 3 core benefits Immediacy Simplicity Context From: How to maximize Mobile Website & Application ROI, Gomez/Forrester webinar, Dec. 15 2010
  29. 29. Immediacy Simplicity ContextOffers daily deals – Offers automatic Uses both barcodecommon in mobile to take sign-in plus one- scanning and photos toadvantage of immediacy click buy on create lists and offerbenefit. purchases. competitive pricing. From: How to maximize Mobile Website & Application ROI, Gomez/Forrester webinar, Dec. 15 2010
  30. 30. Same  goal,     Organic Search Campaigns Ad Network Simplified  model   Mobile Transactional site Abondenment   Visitor Offer €   Purchase step 1 €   Reach Conversion €   Mailing, alerts, €   promotionsDisengagement   Enrolment Impact  on  site   €   Negative €   Positive
  31. 31. 4. Multiple Devices 3. Prepare for mobile diversity
  32. 32. Introducing: Web Application Delivery Chain 3rd  Party/   Local  ISP   Browsers  and   End-­‐Users   Cloud  Services   devices  Load    Balancers  Web    Servers  Mobile    Components  App    Servers   Internet  DB    Servers  Storage  Mainframe  Network   Major   Content  Delivery   Mobile     ISP   Networks   Carrier  
  33. 33. Web Application Delivery Chain 3rd  Party/   Local  ISP   Browsers  and   End-­‐Users   Cloud  Services   devices  Load    Balancers  Web    Servers  Mobile     Is it my (IT)Components  App    Data Center?Servers   Internet  DB    Servers  Storage  Mainframe  Network   Major   Content  Delivery   Mobile     ISP   Networks   Carrier  
  34. 34. Web Application Delivery Chain 3rd  Party/   Local  ISP   Browsers  and   End-­‐Users   Cloud  Services   devices  Load    Balancers  Web    Servers  Mobile     Is it a 3rd Is it my (IT)Components   It it an ISP orApp     partyData Center? the internet? Internet  Servers  DB     provider?Servers  Storage  Mainframe  Network   Major   Content  Delivery   Mobile     ISP   Networks   Carrier  
  35. 35. Web Application Delivery Chain 3rd  Party/   Local  ISP   Browsers  and   End-­‐Users   Cloud  Services   devices  Load    Balancers  Web    Servers  Mobile     Is it a 3rd Is it my (IT)Components   It it an ISP orApp     partyData Center? the internet? Internet  Servers  DB     provider?Servers  Storage  Mainframe  Network   Major   Content  Delivery   Mobile     ISP   Networks   Carrier  
  36. 36. Web Application Delivery Chain 3rd  Party/   Local  ISP   Browsers  and   End-­‐Users   Cloud  Services   devices  Load    Balancers  Web    Servers  Mobile     Is it a 3rd Is it a Is it my (IT)Components   It it an ISP orApp     party browser orData Center? the internet? Internet  Servers  DB     provider? device?Servers  Storage  Mainframe  Network   Major   Content  Delivery   Mobile     ISP   Networks   Carrier  
  37. 37. Web Application Delivery Chain 3rd  Party/   Local  ISP   Browsers  and   End-­‐Users   Cloud  Services   devices  Load    Balancers  Web    Servers  Mobile     Is it a 3rd Is it a Is it my (IT)Components   It it an ISP orApp     party browser or Measure  from  the  view  point  of  your  customer!  Data Center? the internet? Internet  Servers  DB     provider? device?Servers  Storage  Mainframe  Network   Major   Content  Delivery   Mobile     ISP   Networks   Carrier  
  38. 38. Performance differs per deviceAegon Bank 3.75  sec  Rabobank 4.18  sec  ABN Amro 5.65  sec   Average                  6.07  sec   ING 6.36  sec  Delta Lloyd 7.03  sec   SNS 9.52  sec   Measured with Gomez Mobile XF
  39. 39. Performance differs per deviceAegon Bank 3.75  sec   Rabobank 3.72  sec   Rabobank 5.23  sec  Rabobank 4.18  sec   ABN Amro 5.95  sec   Delta Lloyd 6.03  sec  ABN Amro 5.65  sec   ING 6.61  sec   Aegon Bank 6.98  sec   Average                 Average                  6.07  sec    7.16  sec   ING 7.02  sec   Average                 ING 6.36  sec   Aegon Bank 7.26  sec    7.05  sec  Delta Lloyd 7.03  sec   SNS 9.26  sec   ABN Amro 7.70  sec   SNS 9.52  sec   Delta Lloyd 10.20  sec   SNS 9.31  sec   Measured with Gomez Mobile XF
  40. 40. Performance differs per deviceAegon Bank 3.75  sec   Rabobank 3.72  sec   Rabobank 5.23  sec  Rabobank 4.18  sec   ABN Amro 5.95  sec   Delta Lloyd 6.03  sec  ABN Amro 5.65  sec   ING 6.61  sec   Aegon Bank 6.98  sec   Average                 Average                  6.07  sec    7.16  sec   ING 7.02  sec   Average                 ING 6.36  sec   Aegon Bank 7.26  sec    7.05  sec  Delta Lloyd 7.03  sec   SNS 9.26  sec   ABN Amro 7.70  sec   SNS 9.52  sec   Delta Lloyd 10.20  sec   SNS 9.31  sec   Measured with Gomez Mobile XF
  41. 41. Apple iPhone HTC Windows ING….But also what the customer views can be different Measured with Gomez Mobile XF
  42. 42. Apple iPad HTC Android Delta Lloyd….But also what the customer views can be different Measured with Gomez Mobile XF
  43. 43. 4. Watch the competition closely
  44. 44. Desktop   OV9292 1.77  sec   KLM 1.95  sec   NS 1.75  sec   Telegraaf 4.10  sec   Nu.nl 1.82  sec  NOS Teletekst 0.39  sec   Bol.com 2.04  sec   Wehkamp 2.18  sec   Marktplaats 3.07  sec   7-14 Feb: Homepage, mobile site and native app measured with Gomez Active XF suite
  45. 45. Desktop   .Mobi   OV9292 1.77  sec   2.67  sec   KLM 1.95  sec   3.53  sec   NS 1.75  sec   1.86  sec   Telegraaf 4.10  sec   4.11  sec   Nu.nl 1.82  sec   5.03  sec  NOS Teletekst 0.39  sec   1.75  sec   Bol.com 2.04  sec   7.30  sec   Wehkamp 2.18  sec   2.77  sec   Marktplaats 3.07  sec   15.02  sec   7-14 Feb: Homepage, mobile site and native app measured with Gomez Active XF suite
  46. 46. Desktop   .Mobi   iPhone   OV9292 1.77  sec   2.67  sec   1.91  sec   KLM 1.95  sec   3.53  sec   3.14  sec   NS 1.75  sec   1.86  sec   2.56  sec   Telegraaf 4.10  sec   4.11  sec   1.82  sec   Nu.nl 1.82  sec   5.03  sec   3.25  sec  NOS Teletekst 0.39  sec   1.75  sec   1.75  sec   Bol.com 2.04  sec   7.30  sec   1.61  sec   Wehkamp 2.18  sec   2.77  sec   7.92  sec   Marktplaats 3.07  sec   15.02  sec   7.16  sec   7-14 Feb: Homepage, mobile site and native app measured with Gomez Active XF suite
  47. 47. 5. Mobile success requires insight in End User Experience
  48. 48. Forrester, Global Mobile Maturity Survey, 2010
  49. 49. End User Experience is not mentioned amongst metrics for mobile success!Forrester, Global Mobile Maturity Survey, 2010
  50. 50. Every website has a business model !ARenSon   Engagement   Conversion   NEW VISITORS GROWTH CONVERSIONSEARCHES RATE PAGES TIME TWEETSMENTIONS NUMBER OF VISITS PER VISIT ON SITE x  ADS SEEN ORDER LOSS VALUE BOUNCE RATE 56
  51. 51. Web Analytics helps you understand your goals
  52. 52. Which browsers?
  53. 53. Where do they come from?
  54. 54. And it tells you how much money they’ve spend..
  55. 55. But…
  56. 56. Providing context to your data What did Could theyvisitors do? do it? = =Web Analytics Web Performance
  57. 57. Performance data: Average page load time
  58. 58. Online Success requires a complete picture! Web  Performance:   ? Web  AnalyScs:     Page  Speed      Conversion     Availability      Pageviews     Quality  of  Experience      Visitors  
  59. 59. Online Success requires a complete picture! Web  Performance:   Web  AnalyScs:     Page  Speed      Conversion     Availability      Pageviews     Quality  of  Experience      Visitors   Web  Performance  AnalyScs:      Assess  impact  of  performance  on  user  behaviour      Tie  customer  saRsfacRon  to  quality  of  delivery      QuanRfy  revenue  risked  
  60. 60. The Complete Picture
  61. 61. Conclusion: Challenges everywhere…
  62. 62. 5 Best Practices!Provide comfort: Speed and availability are key! Keep the design simple and effective Prepare for Mobile diversity Watch the competition closely Create a complete picture
  63. 63. “…Mobile Consumers are willing to trade infunctionality, but are not willing to give up oncomfort…” Gomez Networks, Mobile Performance research, 2010
  64. 64. Thanks! More questions?M: jtjepkema@measureworks.nlT: @jeroentjepkemaW: www.measureworks.nl

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