MeasureWorks - The Waiting Experience

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My slides from Emerce - Digital Marketing Live 2014... About why your users don't like to wait, why this is important for you as a site owner and best practices to align content and speed to create a fast user experience...

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MeasureWorks - The Waiting Experience

  1. w@jeroentjepkema Digital Marketing Live 2014 The “Waiting” Experience
  2. Waiting = Engagement
  3. Watching paint dry?
  4. “Both offline and online consumers associate long wait times with poor customer service”
  5. Click away slide Performance tolerance
  6. 0 10 20 30 40 50 60 70 80 90 100 0 1 2 3 4 5 6 7 8 9 10 Average Bouncerate per pagetype/sessionBouncerate(%) Page load time (sec.) Median Campaign Product search Aggregated Real User Monitoring data collected by MeasureWorks for Dutch Commerce websites
  7. 0 10 20 30 40 50 60 70 80 90 100 0 1 2 3 4 5 6 7 8 9 10 Bouncerate(%) Page load time (sec.) Median Campaign Product search Average Bouncerate per pagetype/session Aggregated Real User Monitoring data collected by MeasureWorks for Dutch Commerce websites
  8. Purpose vs. Context
  9. Online users often lack context for delays...
  10. ...and see no other option than to click away
  11. Good Design + Fast Delivery = Great User Experience
  12. NS Hispeed: Site optimization 0 12,5 25 37,5 50 62,5 75 87,5 100 0-0,5 0,5-1 1-1,5 1,5-2 2-2,5 2,5-3 3-3,5 3,5-4 4-5 5-6 6-7 7-8 8-9 9-10 >10 Non-Bouncerate(%) Categorienaam Pageviews(#) Bouncerate # Pageviews Bol.com: Speed vs. Engagement per month Data presented by MeasureWorks at Velocity Conference London 2013: http://bit.ly/MW-VEUrum
  13. Load time Availability Homepage Transaction time Availability Ticket ordering funnel (7 steps) Before After 11,5s 95,61% 3,8s 99,52% Before After 43,2s 88,72% 35,7s 97,65% 30% higher site success rate NS Hispeed: Site optimization
  14. Design vs. Speed?
  15. 0 25 50 75 100 1 2 3 4 5 Slow Average Fast %ofrespondentsthatratedtheactualwebsitespeed Design score (1=bad - 5=beautiful) Perception of good design is influenced by fast page load times
  16. Good Design + Fast Delivery = Great User Experience
  17. Navigating the web is not easy...
  18. https://www.youtube.com/watch?v=3Sk7cOqB9Dk&feature=youtu.be
  19. Let’s design for fast experience!
  20. 1. Recognizable navigation
  21. Source: Jakob Nielsen 99% of time online is spent on other sites than yours...
  22. Experience vs. surfing online....
  23. Always compared to past experiences Experience vs. surfing online....
  24. Task completion has positive impact Always compared to past experiences Experience vs. surfing online....
  25. Task completion has positive impact Slow downs have more impact Always compared to past experiences Experience vs. surfing online....
  26. Sensitive for specific tasks Task completion has positive impact Slow downs have more impact Always compared to past experiences Experience vs. surfing online....
  27. Why is this important?
  28. Consumers visit 18-23 travel websites before they finally convert Source: TNS/Nipo
  29. Search/Orientation phase Perception of experience 1 Performance influence cycle http://benchmark.measureworks.nl
  30. Delivered experience Your website 3 5 2 Stimulate content/ conversion 4 Performance influence cycle Search/Orientation phase Perception of experience 1 http://benchmark.measureworks.nl
  31. The waiting experience
  32. Find a website Search for a t-shirt Order a t-shirt Select size 7 6 5 4 3 2 1 1 2 3 4 5 6 7 Average expectation rating Averageexperiencerating Big opportunity Study performed by MeasureWorks for M-Commerce Event 2013: http://bit.ly/MW-MCE13 N=150, covering 10 different websites
  33. Mobile Web 32% Native 68% Mobile Web 58% Native 42% < 34 > 35 Experience vs. Usage Study performed by MeasureWorks for M-Commerce Event 2013: http://bit.ly/MW-MCE13 N=150, covering 10 different websites
  34. Experience vs. Usage 0% 10% 20% 30% 40% < 34 > 35 18% 40% 40% 25% Speed Readiness Study performed by MeasureWorks for M-Commerce Event 2013: http://bit.ly/MW-MCE13 N=150, covering 10 different websites
  35. 2. Speed up your content!
  36. Speed-up your perception
  37. http://www.nytimes.com/2012/08/19/opinion/sunday/why-waiting-in-line-is-torture.html?pagewanted=all&_r=0
  38. http://answers.yahoo.com/question/index?qid=1005081200005
  39. nytimes.com/2004/02/27/nyregion/27BUTT.html
  40. Perception = Fast Experience
  41. http://www.fastcodesign.com/1669788/the-3-white-lies-behind-instagrams-lightning-speed
  42. @jeroentjepkema, MeasureWorks How fast should I be?
  43. “Speed is at it’s best when it creates the feeling that you don’t have to work to achieve your goal”
  44. 0,3 0 Source: Jakob Nielsen Instantaneous: I like it!
  45. 1 0,3 0 Source: Jakob Nielsen Instantaneous: I like it! Interaction: Let’s conversate...
  46. 1 0,3 0 Source: Jakob Nielsen Instantaneous: I like it! Interaction: Let’s conversate...
  47. 1 3 0,3 0 Source: Jakob Nielsen Instantaneous: I like it! Interaction: Let’s conversate... Mmm, shall I click away?
  48. 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
  49. It’s (also) about the customer journey...
  50. Provide relevant content to support task completion...
  51. ...deliver it fast, focus on perception!
  52. “Flow state”
  53. Speed vs. Content
  54. What’s your time to first tweet? https://blog.twitter.com/2012/improving-performance-on-twittercom
  55. 3 (performance) design questions to ask...
  56. Above the fold?
  57. Which priority?
  58. Improving which metrics?
  59. 3. Mobile First?
  60. 0 11,25 22,5 33,75 45 56,25 67,5 78,75 90 0-0,5 0,5-1 1-1,5 1,5-2 2-2,5 2,5-3 3-3,5 3,5-4 4-5 5-6 6-7 7-8 8-9 9-10 >10 Non-Bouncerate(%) Categorienaam Pageviews(#) Speed vs. Engagement per month Bol.com Desktop # Pageviews Pageviews(#) Mobile Data presented by MeasureWorks at Velocity Conference London 2013: http://bit.ly/MW-VEUrum
  61. #mobilefirst
  62. WiFi 4G 3G So, what happens if I don’t optimize? Tested with webpagetest.org (WiFi (10Mbs down/1,5Mbs up), 4G (5Mbps Down, 1Mbps Up) & 3G (2000Kbps Down, 764Kbps Up))
  63. Responsive Web Design? WiFi 3G Tested with webpagetest.org (WiFi (10Mbs down/1,5Mbs up), 4G (5Mbps Down, 1Mbps Up) & 3G (2000Kbps Down, 764Kbps Up))
  64. #mobile(web)first?
  65. Research by Google: http://ssl.gstatic.com/think/docs/the-new-multi-screen-world-study_research-studies.pdf
  66. 34% of all consumers use the device that’s closest to them when looking for information Research by Google: http://ssl.gstatic.com/think/docs/the-new-multi-screen-world-study_research-studies.pdf
  67. Change your viewpoint when designing for mobile
  68. #TouchEnabled
  69. http://www.uxmatters.com/mt/archives/2013/02/how-do-users-really-hold-mobile- devices.php?goback=.gmp_72842.gde_72842_member_215909354 49% Mobile = One thumb device 36% 22%
  70. http://www.uxmatters.com/mt/archives/2013/02/how-do-users-really-hold-mobile- devices.php?goback=.gmp_72842.gde_72842_member_215909354 The green zone
  71. - +One Touch?
  72. Mobile Search
  73. vs.
  74. Mobile Advertisement Experiment
  75. N = 50 Q = Flow vs. Intrusive. Can you remember the advertiser/brand? Telegraaf: Intrusive Nu.nl: Flow Dumpert: Intrusive Flipboard: Flow
  76. Telegraaf: Intrusive Nu.nl: Flow Dumpert: Intrusive Flipboard: Flow Flow Intrusive If you had to choose? 82% 18% Do you remember brand? 43% 21% N = 50 Q = Flow vs. Intrusive. Can you remember the advertiser/brand?
  77. Questions so far?
  78. The “waiting” experience 1. Understand your customer 2. Prioritize content 3. Deliver fast 4. Touch friendly 5. Repeat this for every iteration
  79. Join the movement #fastweb
  80. Thanks! More questions? M: jtjepkema@measureworks.nl T: @jeroentjepkema W: www.measureworks.nl View slides: bit.ly/MW-DML14

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