MeasureWorks - Digital Marketing Live 2013 - Rules of Thumb - 5 ways users abandon your mobile strategy

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My slides from Digital Marketing Live 2013... Talk is about why users abandon your website. Research is based on extensive user panal research, with a focus on performance and task completion.

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MeasureWorks - Digital Marketing Live 2013 - Rules of Thumb - 5 ways users abandon your mobile strategy

  1. 1. @jeroentjepkemaPerformance :: Usability :: Experience
  2. 2. Rules of Thumb5 reasons consumers abandon your mobile strategy Digital Marketing Live, March 20-21, 2013
  3. 3. I(inter)action @jeroentjepkema, MeasureWorks
  4. 4. 0
  5. 5. 0,3 Instantaneous: I like it!0
  6. 6. 1 Interaction: Let’s conversate...0,3 Instantaneous: I like it!0
  7. 7. 3 Mmm, shall I click away?1 Interaction: Let’s conversate...0,3 Instantaneous: I like it!0
  8. 8. 10 Only if the task/content is relevant3 Mmm, shall I click away?1 Interaction: Let’s conversate...0,3 Instantaneous: I like it!0
  9. 9. Which do you prefer?
  10. 10. Enter the “flow state”
  11. 11. Relevant content, to supporttask completion
  12. 12. With fast delivery,focus on interaction
  13. 13. “” Flow is an “optimal experience” that is “intrinsically enjoyable”
  14. 14. The mobile “FLOW”
  15. 15. On the moveThe mobile “FLOW”
  16. 16. (Often) one handed On the moveThe mobile “FLOW”
  17. 17. Under time pressure (Often) one handed On the moveThe mobile “FLOW”
  18. 18. Under time pressure (Often) one handed OnContent the moveThe mobile “FLOW”
  19. 19. Under time pressure (Often) one handed Usability OnContent the moveThe mobile “FLOW”
  20. 20. Under time pressure Speed (Often) one handed Usability OnContent the moveThe mobile “FLOW”
  21. 21. Time for an experiment... ;-)
  22. 22. Survey 1:How do we respond to mobile only?
  23. 23. Mobile Only research setup.... For 5 days straight, only use your30 mobile savvy users 3G only, no WiFi smartphone to access the internet
  24. 24. Survey 1:How do we respond to mobile only? Survey 2:How do we experience mobile shopping?
  25. 25. Mobile shopping experience setup.... Perform 2 tasks: 100 mobile users ‣Buy a book Mobile browsers only ‣Buy a T-shirt via 3G, no WiFi
  26. 26. Now, time for the details...
  27. 27. 1.“Always on?”
  28. 28. Mobile Usage (Mb) 256 250 200 180 175 Day 1 Day 2 Day 3 Day 4 Day 5Mobile Only research:- Task: Only use smartphone to access internet and perform tasks, no WiFi- Test ran during 5 days straight, performed over android and iOS users- N = 30, all heavy users
  29. 29. Native App vs Mobile Web usage (%) 100 75 50 25 0 Day 1 Day 2 Day 3 Day 4 Day 5 Native App Mobile WebMobile Only research:- Task: How often do you use your native app or mobile web compared to a) day 1 and b) regular usage- Test ran during 5 days straight, performed over android and iOS users- N = 30, all heavy users
  30. 30. What impacts mobile only behaviour?
  31. 31. Q: What changes impacts mobile behaviour? My mobile data subscription Screen size vs. Content There’s an app for that Mobile browsers
  32. 32. 2. Mobilereadiness
  33. 33. 1007550 44 4625 24 26 16 16 16 12 0 Bol.com Selexyz Bruna Other Design Speed Mobile Readiness Other Design Speed Mobile Readiness Other 1. Buy a book 2. Review 3. Buy at a different store
  34. 34. Bol.com Selexyz De Boekerij ECI Bruna Cosmox
  35. 35. Target your audience! 40% Native Mobile Web 58% 55% 30% 20% 40% 40% Mobile Web Native 42% 45% 25% 10% 18% < 34 > 35 0% Speed Readiness < 34 > 35
  36. 36. 3.Speed
  37. 37. 50 Many issues reported with 37,5 Zalando?Round 1 25 42,1 45 12,5 20 24 15,4 7,7 3,9 0 4 Zalando HM V&D Tom Tailor Design Speed Mobile Readiness Other 1. Buy a T-shirt 2. Review 40 30 Round 2 20 34 54 10 12 15,4 21 18 8 6 0 Zalando HM V&D Tom Tailor Design Speed Mobile Readiness Other
  38. 38. Nexus - Android - 3GTested with webpagetest.org (3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)
  39. 39. Nexus - Android - 3GTested with webpagetest.org (3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)
  40. 40. Nexus - Android Apple - iOS Tested with webpagetest.org (3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)
  41. 41. 0 4.8 8.0 Tested with webpagetest.org (3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)
  42. 42. Wifi 3G8 86 5,394 4,21 4,21 3,88 3,62 2,852 1,720 Zalando TomTailor HM VD Tested with webpagetest.org (3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)
  43. 43. 4.Usability
  44. 44. Optimized vsNon-optimized
  45. 45. Selecting items- +
  46. 46. To login or not?
  47. 47. RTLnieuws Telegraaf Nu.nl try it yourself
  48. 48. 5.#fail
  49. 49. Why it matters? 76% of mobileconsumers won’t retry more than twice Source: Compuware, 2012, Engaging the tablet user; What to expect from web sites?
  50. 50. What impacts mobile experience?
  51. 51. #failWhat impacts mobile experience?
  52. 52. #fail UsabilityWhat impacts mobile experience?
  53. 53. #fail Usability SpeedWhat impacts mobile experience?
  54. 54. Mobile #fail Usability Speed readinessWhat impacts mobile experience?
  55. 55. Mobile #fail Usability Speed readiness Always on?What impacts mobile experience?
  56. 56. Recipe forexperience
  57. 57. 1.Eco-System of me
  58. 58. You 1. Eco-System of me
  59. 59. Deliver the same experience to all your (mobile) users
  60. 60. Regular websiteDeliver the same experience to all your (mobile) users
  61. 61. Regular website Native ApplicationDeliver the same experience to all your (mobile) users
  62. 62. Regular website Optimized Mobile Web Native ApplicationDeliver the same experience to all your (mobile) users
  63. 63. Responsiveweb design?
  64. 64. 2.Build mobile use cases
  65. 65. Focus ontask completion
  66. 66. With mobileconditions in mind
  67. 67. Optimized for the right screen
  68. 68. Native app Mobile Web - Portrait Mobile Web - Landscape
  69. 69. 3. Real users,Real devices
  70. 70. (CLOUD) DATA CENTER INTERNAL USERS INTERNET CUSTOMERS Third-party/ Cloud Services Storage DB Servers Web Servers Major Local This is what you control... Network What you’re blamed for.. ISP Content ISP Delivery Mobile Load Networks Carriers Middleware App BalancersMainframe Servers Servers @jeroentjepkema, MeasureWorks
  71. 71. Measure User Experience?
  72. 72. Measure User Experience? Outside-in, fromthe browser perspective...
  73. 73. Usereal devicesand/or users
  74. 74. With both 3G and WiFiconnections
  75. 75. Based onReal usagescenario’s
  76. 76. If anything else...
  77. 77. Create a (mobile) Don’t justexperience copy your web content
  78. 78. Questions? Or visit the demo alleyQuestions?
  79. 79. Thanks! More questions?M: jtjepkema@measureworks.nlT: @jeroentjepkemaW: www.measureworks.nl

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