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MeasureWorks - Emerce efinancials - Managing the Mobile Experience

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Online consumers are no longer 'page views', 'bouncers' or 'returning visitor's. They are becoming more and more individuals and wanted to be treated that way. The consumer decides when they want to interact with your online service and via what medium. Adapting to these changes and delivering the ultimate customer experience will therefore be the challenge for every financial and insurance company in the coming years. Learn what your customer finds important, what the user experience requirements are and how to manage them.

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MeasureWorks - Emerce efinancials - Managing the Mobile Experience

  1. 1. @jeroentjepkemawww. .nl
  2. 2. Managing theMobile Experience Emerce eFinancials, 3 November 2011
  3. 3. Mobile brings HIGH expectations
  4. 4. Q: Can users perform transactions in the mobile context?
  5. 5. Under time pressureQ: Can users perform transactions in the mobile context?
  6. 6. Under time pressure While on the moveQ: Can users perform transactions in the mobile context?
  7. 7. Under time pressure Often one handed While on the moveQ: Can users perform transactions in the mobile context?
  8. 8. Mobile Commerce?
  9. 9. Did you ever buy via mobile? 86 14 No YesSource: data from Netherlands viawww.ourmobileplanet.com,
  10. 10. Financials: Browsing, not buying100 91 82 77755025 6 9 6 2 2 3 5 3 3 4 4 1 0 Netherlands United Kingdom United States Mobile research, did not buy Mobile research, bought via mobile Mobile research, bought via desktop Source: data from Netherlands via Mobile research, bought offline www.ourmobileplanet.com, Did not research via mobile
  11. 11. Barriers for mobile commerce 30 25 21 20 15 12 10 6 5 0 Too complicated Doesn’t feel secure Payments are too complicatedSource: data from Netherlands viawww.ourmobileplanet.com,
  12. 12. Mobile Customers’ Expectations
  13. 13. 74 71 58 46 40 40 33 20Loads as fast as desktop Abandonment % above 5sec % Will not retun? % that goes to competition 2009 2011 Source: Ovum Research, 2011
  14. 14. But wait!
  15. 15. ...there’s more ;-(
  16. 16. Imagine this screen...
  17. 17. ..From this viewpoint34% of all users experience difficultywith viewing content on a mobile screen
  18. 18. 28% of mobile users didn’t execute atransaction due to trust and/or security issues
  19. 19. Beware! Slow Mobile Sites 23% 11% 62% 4% Behave more or less normally Throw their phones Scream at their phones Curse at their phonesSource: Webperformancetoday.com
  20. 20. Impact on revenue?
  21. 21. Page Abandonment 40 % Increase in 30 20 38% 33% 25% 10 7% 0 2 to 4 seconds 2 to 6 seconds 2 to 8 seconds 2 to 10 seconds Change in page load time Source: Forrester research 2010
  22. 22. Abandonment"Rate"Across"200+"Sites"/"177+"Million"Page"Views" Over"2"weeks"/"All#Browsers# 30" 25"Abandonment"Rate"(%)" 20" Abandonment*Rate*,* 15" All*Browsers* 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
  23. 23. Abandonment"Rate"Across"200+"Sites"/"177+"Million"Page"Views" Over"2"weeks"/"All#Browsers#vs.#iPhone#Safari# 30" 25"Abandonment"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
  24. 24. Keep your customer experience safe!
  25. 25. 1: Mobile First
  26. 26. Every site has a business model
  27. 27. 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
  28. 28. €" Media site Enrolment Targeted €" embedded add Add Network Visitor €" €" Advertiser siteDeparture( Impact(on(site( €" Negative €" Positive
  29. 29. Ingredients for a mobile site
  30. 30. Immediancy From: How to maximize Mobile Website & Application ROI, Gomez/Forrester webinar, Dec. 15 2010
  31. 31. Immediancy Simplicity From: How to maximize Mobile Website & Application ROI, Gomez/Forrester webinar, Dec. 15 2010
  32. 32. Immediancy Simplicity Context From: How to maximize Mobile Website & Application ROI, Gomez/Forrester webinar, Dec. 15 2010
  33. 33. Login account SearchRecommendations Daily deal
  34. 34. iOS$4.3$–$iPhone$4$
  35. 35. Same)goal,)) Organic Search Campaigns Ad Network fewer)steps) Mobile Transactional site Abondenment) Visitor Offer €" Purchase step 1 €" Reach Conversion €" Mailing, alerts, €" promotionsDisengagement) Enrolment Impact)on)site) €" Negative €" Positive
  36. 36. iPhone iPad
  37. 37. iPhone iPad
  38. 38. 2. Mobile Performance
  39. 39. Should we just go with our website?
  40. 40. IE8: 5.41 sec.Chrome: 2.54 sec. Measured with webpagetest.org
  41. 41. IE8: 5.41 sec. iPhone: 9.37 sec.Chrome: 2.54 sec. Android: 9.33 sec. Measured with webpagetest.org
  42. 42. Mobile Sites are optimized for speed
  43. 43. GoogleMobile Page Speed Score SEO 24 Adwords 57 67 54 40 83
  44. 44. Across all platforms...
  45. 45. 10853025-10 26-10 27-10 28-10 29-10 30-10 31-10 MoneYou ING IEX Binck Alex Native Apps ABN Amro
  46. 46. 10853 5 second threshold before abandonment025-10 26-10 27-10 28-10 29-10 30-10 31-10 MoneYou ING IEX Binck Alex Native Apps ABN Amro
  47. 47. 151184025-10 26-10 27-10 28-10 29-10 30-10 31-10 MoneYou ING IEX Binck Alex ...and Mobile Sites ABN Amro
  48. 48. 151184 5 second threshold before abandonment025-10 26-10 27-10 28-10 29-10 30-10 31-10 MoneYou ING IEX Binck Alex ...and Mobile Sites ABN Amro
  49. 49. Impact of 3d Party Providers
  50. 50. 0 2 4 6 8 10 12 14 16 18 7/ 1 0/ 11 9/ 1 0/ 1111 /10 /1 1 m.ohra.nl13 /10 /1 115 /10 /1 117 /10 /1 119 /10 /1 121 /10 /1 123 /10 /1 125 /10 /1 126 / 10 /1 1
  51. 51. 0 2 4 6 8 10 12 14 16 18 7/ 1 0/ 11 9/ 1 0/ 1111 /10 /1 1 m.ohra.nl No 3d Party13 /10 /1 115 /10 /1 117 /10 /1 119 /10 /1 121 /10 /1 123 /10 /1 125 /10 /1 126 / 10 /1 1
  52. 52. 3. Mobile Experience
  53. 53. You Mocial
  54. 54. In terms of Mobile Experience?
  55. 55. 6532025-10 26-10 27-10 28-10 29-10 30-10 31-10 MoneYou ING IEX Binck Alex Baseline: Desktop ABN Amro
  56. 56. 6532 2 second threshold before abandonment025-10 26-10 27-10 28-10 29-10 30-10 31-10 MoneYou ING IEX Binck Alex Desktop ABN Amro
  57. 57. 9 8,9 8,5 8 7,9 7Page Load Time (sec.) 6 5 4,6 4,6 4,8 4 3,7 3,8 3,5 3 3 2,3 2,3 2 1,8 2 1,2 1,3 1 0,9 0,6 0 MoneYou ING IEX Binck Alex ABN Amro Desktop Mobile Mobile Experience Native
  58. 58. 9 8,9 8,5 8 7,9 7Page Load Time (sec.) 6 5 4,6 4,6 4,8 4 3,7 3,8 3,5 3 3 2,3 2,3 2 1,8 2 1,2 1,3 1 0,9 0,6 0 MoneYou ING IEX Binck Alex ABN Amro Mobile Experience
  59. 59. 4: Mobile Context
  60. 60. Who’s driving? What we Contextcontext!4: Mobile need is
  61. 61. Why like this?Who’s driving? What we Contextcontext!4: Mobile need is
  62. 62. Why like this?Who’s driving? Where is he driving to? What we Contextcontext!4: Mobile need is
  63. 63. Accounting:Web Analytics = What did they do?
  64. 64. What did Web Analytics = they do? Context:Performance Analytics = Could they do it?
  65. 65. Collect Mobile Experience data....
  66. 66. When they use it?
  67. 67. Where they use it?
  68. 68. How they use it?
  69. 69. Correlate: Web Performance Analytics
  70. 70. Mobile Performance vs. Social Sentiment Powered by
  71. 71. Would you recommend me?
  72. 72. Would you recommend me? 1,5 1001,25 96 1 920,75 88 0,5 840,25 0 80 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Laadtijd Beschikbaarheid 17-30 Oct: Average Speed / Availability Homepage ING, measured with Gomez
  73. 73. Would you recommend me? 1,5 1001,25 96 1 920,75 88 0,5 840,25 Social 0 80 17 18 19 20 21 22 23 24 25 26 27 28 sentiment 29 30 Laadtijd Beschikbaarheid 17-30 Oct: Average Speed / Availability Homepage ING, measured with Gomez
  74. 74. Would you recommend me?6 1005 804 603 402 2010 0 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Laadtijd Beschikbaarheid 17-30 Oct: Average Speed / Availability iPhone App, measured with Gomez
  75. 75. Would you recommend me?6 1005 804 603 402 2010 Social 0 17 18 19 20 21 22 23 24 25 26 27 28 29 30 sentiment Laadtijd Beschikbaarheid 17-30 Oct: Average Speed / Availability iPhone App, measured with Gomez
  76. 76. What if.....?
  77. 77. These stats don’t apply to me?
  78. 78. Check your web analytics for # pageviews1 per browser type
  79. 79. Check your web analytics for # pageviews1 per browser type Use your analytics to find out # placed2 orders per browser type
  80. 80. Check your web analytics for # pageviews1 per browser type Use your analytics to find out # placed2 orders per browser type Test your site speed per (mobile) browser via3 webpagetest.org * * Or go to www.meaureworks.nl/emerce
  81. 81. Check your web analytics for # pageviews1 per browser type Use your analytics to find out # placed2 orders per browser type Test your site speed per (mobile) browser via3 webpagetest.org * Correlate # orders/pageviews per browser4 with site speed per browser * Or go to www.meaureworks.nl/emerce
  82. 82. Questions?
  83. 83. Thanks! More questions?M: jtjepkema@measureworks.nlT: @jeroentjepkemaW: www.measureworks.nl

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