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@matthewNL
Digital Insights & Analytics Manager
@jeroentjepkema
Founder & CEO
Content is king,
but Experience is your killer feature
Shoppingtoday.nl,
September 26, 2013
Content vs. Experience
(Usability, Speed, Responsiveness)
How we perceive experience....
15% worse than in reality
How we perceive experience....
Task completion has positive impact
How we perceive experience....
15% worse than in reality
Task completion has positive impact
Slow downs have more impact
How we perceive experience....
15% worse than in reality
Compared to past experiences
Task completion has positive impact
Slow downs have more impact
15% worse than in reality
How...
X
A simple online business model:
Marketing Conversion Optimization Revenue
New
visitors
Bounce
rate
Conversion
rate
Order...
Consumers visit 18-23 websites before
they finally convert
Source: TNS/Nipo
Search/Orientation phase
Perception of experience
1
Performance influence cycle
Search/Orientation phase
Delivered
experience
Perception of experience Your website
1 3
5
2
Stimulate
conversion
4
Perform...
@jeroentjepkema, MeasureWorks
speed
I
0 Source: Jakob Nielsen
0,3
Instantaneous: I like it!
0 Source: Jakob Nielsen
1
0,3
Instantaneous: I like it!
Interaction: Let’s conversate...
0 Source: Jakob Nielsen
1
3
0,3
Instantaneous: I like it!
Interaction: Let’s conversate...
Mmm, shall I click away?
0 Source: Jakob Nielsen
10
1
3
0,3
Instantaneous: I like it!
Interaction: Let’s conversate...
Mmm, shall I click away?
Only if the task/content is...
0:00 sec.
Conversation
starts
2.5 sec.
First reply
0:00 sec.
Conversation
starts
2.5 sec.
First reply
0:00 sec.
Conversation
starts
4.5 sec.
Finish
conversation
2.5 sec.
First reply
0:00 sec.
Conversation
starts
4.5 sec.
Finish
conversation
Comfort zone
2.5 sec.
First reply
0:00 sec.
Conversation
starts
4.5 sec.
Finish
conversation
Comfort zone Tolerated
2.5 sec.
First reply
0:00 sec.
Conversation
starts
4.5 sec.
Finish
conversation
Comfort zone Tolerated Frustrated
The holy grail in experience is
“flow state”
Flow is an
“optimal experience”
that is
“intrinsically enjoyable”
“”
Provide relevant
content to support
task completion
Deliver it fast,
focus on perception
http://www.nytimes.com/2012/08/19/opinion/sunday/why-waiting-in-line-is-torture.html?pagewanted=all&_r=0
http://answers.yahoo.com/question/index?qid=1005081200005
That’s not my
website?
Experiment:
Speed
vs. design
0
25
50
75
100
1 2 3 4 5
Slow Average Fast
%ofrespondentsthatratedtheactualwebsitespeed
Design score (1=bad - 5=beautiful)...
“Being average doesn’t beat
the competition”
“The customer isn’t always right, but in
the end it is always about the customer.”
~ Gordon Bethune
“You’re more likely to miss stuff just because it
takes a long time to scroll down the page.”
~ User 56A on the MeetHue.co...
“When it rains it pours. Even in large corporations.”
“Their website doesn’t have to be perfect in order for me
to buy a product. I’m buying a product, not their website.
Altho...
“Don’t blame yourself for things that are
not your fault.”
This is not a visitor
This is a visitor!
http://www.flickr.com/photos/46507510@N07/
Get
Data driven
Ask for
(continuos)
feedback
7
6
5
4
3
2
1
1 2 3 4 5 6 7
Average expectation rating
Averageexperiencerating
Find a website
Search for a book
Order a bo...
Homepage Homepage Last Minutes
Product
Destination
Date
Departure
Search Type
Free Search
610 pixels
vs
280 pixels
saved space = ±54%
Redesign based on Users
Collect
Real User
Measurements
Real devices
and/or users
With both 3G
and WiFi
connections
Based on
Real usage
scenario’s
If anything else...
Don’t just
expect it
to happen
Create an
(mobile)
experience
Thanks! More questions?
M: jtjepkema@measureworks.nl
T: @jeroentjepkema
W: www.measureworks.nl
MeasureWorks - Shopping today - Content is King, but Experience is your killer feature v2
MeasureWorks - Shopping today - Content is King, but Experience is your killer feature v2
MeasureWorks - Shopping today - Content is King, but Experience is your killer feature v2
MeasureWorks - Shopping today - Content is King, but Experience is your killer feature v2
MeasureWorks - Shopping today - Content is King, but Experience is your killer feature v2
MeasureWorks - Shopping today - Content is King, but Experience is your killer feature v2
MeasureWorks - Shopping today - Content is King, but Experience is your killer feature v2
MeasureWorks - Shopping today - Content is King, but Experience is your killer feature v2
MeasureWorks - Shopping today - Content is King, but Experience is your killer feature v2
MeasureWorks - Shopping today - Content is King, but Experience is your killer feature v2
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MeasureWorks - Shopping today - Content is King, but Experience is your killer feature v2

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Slides from presentation at Shoppingtoday.nl event. During this session Jeroen Tjepkema, CEO & Founder of MeasureWorks, togehter with Matthew Niederberger, Digital Insights & Analytics Manager at Philips Lighting talk about why user experience and performance are essential in persuading online consumers to buy something on your website. Based on both real data and case studies Matthew and Jeroen will share practical information about the relationship between content and experience and how to implement these at your website.

Published in: Technology, Design
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MeasureWorks - Shopping today - Content is King, but Experience is your killer feature v2

  1. 1. @matthewNL Digital Insights & Analytics Manager
  2. 2. @jeroentjepkema Founder & CEO
  3. 3. Content is king, but Experience is your killer feature Shoppingtoday.nl, September 26, 2013
  4. 4. Content vs. Experience (Usability, Speed, Responsiveness)
  5. 5. How we perceive experience....
  6. 6. 15% worse than in reality How we perceive experience....
  7. 7. Task completion has positive impact How we perceive experience.... 15% worse than in reality
  8. 8. Task completion has positive impact Slow downs have more impact How we perceive experience.... 15% worse than in reality
  9. 9. Compared to past experiences Task completion has positive impact Slow downs have more impact 15% worse than in reality How we perceive experience....
  10. 10. X A simple online business model: Marketing Conversion Optimization Revenue New visitors Bounce rate Conversion rate Order value Growth Loss Time on site Pages per visit Number of visits Search Tweets Mentions ADs seen
  11. 11. Consumers visit 18-23 websites before they finally convert Source: TNS/Nipo
  12. 12. Search/Orientation phase Perception of experience 1 Performance influence cycle
  13. 13. Search/Orientation phase Delivered experience Perception of experience Your website 1 3 5 2 Stimulate conversion 4 Performance influence cycle http://twinkle100.measureworks.nl
  14. 14. @jeroentjepkema, MeasureWorks speed I
  15. 15. 0 Source: Jakob Nielsen
  16. 16. 0,3 Instantaneous: I like it! 0 Source: Jakob Nielsen
  17. 17. 1 0,3 Instantaneous: I like it! Interaction: Let’s conversate... 0 Source: Jakob Nielsen
  18. 18. 1 3 0,3 Instantaneous: I like it! Interaction: Let’s conversate... Mmm, shall I click away? 0 Source: Jakob Nielsen
  19. 19. 10 1 3 0,3 Instantaneous: I like it! Interaction: Let’s conversate... Mmm, shall I click away? Only if the task/content is relevant 0 Source: Jakob Nielsen
  20. 20. 0:00 sec. Conversation starts
  21. 21. 2.5 sec. First reply 0:00 sec. Conversation starts
  22. 22. 2.5 sec. First reply 0:00 sec. Conversation starts 4.5 sec. Finish conversation
  23. 23. 2.5 sec. First reply 0:00 sec. Conversation starts 4.5 sec. Finish conversation Comfort zone
  24. 24. 2.5 sec. First reply 0:00 sec. Conversation starts 4.5 sec. Finish conversation Comfort zone Tolerated
  25. 25. 2.5 sec. First reply 0:00 sec. Conversation starts 4.5 sec. Finish conversation Comfort zone Tolerated Frustrated
  26. 26. The holy grail in experience is “flow state”
  27. 27. Flow is an “optimal experience” that is “intrinsically enjoyable” “”
  28. 28. Provide relevant content to support task completion
  29. 29. Deliver it fast, focus on perception
  30. 30. http://www.nytimes.com/2012/08/19/opinion/sunday/why-waiting-in-line-is-torture.html?pagewanted=all&_r=0
  31. 31. http://answers.yahoo.com/question/index?qid=1005081200005
  32. 32. That’s not my website?
  33. 33. Experiment: Speed vs. design
  34. 34. 0 25 50 75 100 1 2 3 4 5 Slow Average Fast %ofrespondentsthatratedtheactualwebsitespeed Design score (1=bad - 5=beautiful) Over 60% of people that experienced a slow website ranked design 2 points lower compared to a fast experience
  35. 35. “Being average doesn’t beat the competition”
  36. 36. “The customer isn’t always right, but in the end it is always about the customer.” ~ Gordon Bethune
  37. 37. “You’re more likely to miss stuff just because it takes a long time to scroll down the page.” ~ User 56A on the MeetHue.com website
  38. 38. “When it rains it pours. Even in large corporations.”
  39. 39. “Their website doesn’t have to be perfect in order for me to buy a product. I’m buying a product, not their website. Although, that being said, a nice clean, concise website like this really makes me want to buy this product over a different competitor.” ~ User 36G on the MeetHue.com website
  40. 40. “Don’t blame yourself for things that are not your fault.”
  41. 41. This is not a visitor This is a visitor! http://www.flickr.com/photos/46507510@N07/
  42. 42. Get Data driven
  43. 43. Ask for (continuos) feedback
  44. 44. 7 6 5 4 3 2 1 1 2 3 4 5 6 7 Average expectation rating Averageexperiencerating Find a website Search for a book Order a book Fix it fast
  45. 45. Homepage Homepage Last Minutes Product Destination Date Departure Search Type Free Search
  46. 46. 610 pixels vs 280 pixels saved space = ±54% Redesign based on Users
  47. 47. Collect Real User Measurements
  48. 48. Real devices and/or users
  49. 49. With both 3G and WiFi connections
  50. 50. Based on Real usage scenario’s
  51. 51. If anything else...
  52. 52. Don’t just expect it to happen Create an (mobile) experience
  53. 53. Thanks! More questions? M: jtjepkema@measureworks.nl T: @jeroentjepkema W: www.measureworks.nl

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