Mobile Convention Amsterdam, Measure works - Jeroen Tjepkema

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Presentatie van Measure Works tijdens Mobile Convention Amsterdam 2011

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Mobile Convention Amsterdam, Measure works - Jeroen Tjepkema

  1. 1. @jeroentjepkema
  2. 2. Guidelines for a succesfulMobile Customer Experience (How to turn visitors into consumers) Mobile Convention Amsterdam, 19 April 2011
  3. 3. We need a mobile strategy!
  4. 4. Should we focus on mobile site, native app or sms? Richness of features !"#$%& !""# !""# ()*+,- !"#$%."/0&,+0 $%&()#*+)# $%&()#*+)# ()*+,- !"#$%1"/0&,+0.2,#%3$, ,$,# ,$,# ()*+,-Adressable audience Device focus
  5. 5. / * Smartphone owners are the # % 0 most active users $ * & ( ) *+ , - .+ ! " # $ % & ( ) *+ !"# $!"# %!"# &!"# !"# (!"# )!"# *!"# +!"# ,!"# -./01# 233401# 5678901#Source: Forrester Research North American Technographics® Benchmark Surveys, Q2 2010
  6. 6. What devices should we support?
  7. 7. The typical path to acompany’s mobile adoption
  8. 8. Denial: Mobile users? Do we have any? MeasureWorks Mobile Performance Meetup, 2011
  9. 9. Denial: Mobile users? Do we have any?Acceptance: Create a simple site that works everywhere MeasureWorks Mobile Performance Meetup, 2011
  10. 10. Denial: Mobile users? Do we have any?Acceptance: Create a simple site that works everywherePanic: We need app store presence as quickly as possible MeasureWorks Mobile Performance Meetup, 2011
  11. 11. Denial: Mobile users? Do we have any?Acceptance: Create a simple site that works everywherePanic: We need app store presence as quickly as possible Contemplation: Wow! Can these phones do that? MeasureWorks Mobile Performance Meetup, 2011
  12. 12. Denial: Mobile users? Do we have any?Acceptance: Create a simple site that works everywherePanic: We need app store presence as quickly as possible Contemplation: Wow! Can these phones do that? Maturity: Use mobile specific capabilities to it’s fullest MeasureWorks Mobile Performance Meetup, 2011
  13. 13. Your customers have highexpectations of your mobile product
  14. 14. Mobile = Daily life
  15. 15. Guidelines for a succesful mobile experience
  16. 16. 1: Design for comfort
  17. 17. Q: Can end-users perform transactions in the mobile context?
  18. 18. ‣ Under time pressure ‣ While on the move ‣ Often one-handedQ: Can end-users perform transactions in the mobile context?
  19. 19. 60% of all mobile user expect websites to load as fast as in a regular browser
  20. 20. But, 75% of all user experience slow load times as their #1 issue
  21. 21. Followed by 51% who experience a mobile site which crashed or reveiced an error
  22. 22. Imagine this screen...
  23. 23. ..From this viewpoint34% of all users experience difficultywith viewing content on a mobile screen
  24. 24. As a result over 44% of your mobile visitors will blame the brand first before anything else!
  25. 25. Impact on conversion?
  26. 26. 40Page Abandonment % 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 Forrester research 2010
  27. 27. ,-./01/23/4"5.43",@B1??"%!!C"D=43?"E"$))C"F=GG=1/"9.:3"H=3I?" JK3B"%"I33L?"E"!""#$%&()%(# &!" %#",-./01/23/4"5.43"678" %!" !"#$%&$($)*+#)(*,* $#" !--*./&01(/1* $!" Every second delay can lead up to 7% revenue risked #" !" !" $" %" &" " #" (" )" *" +" $!" $$" $%" $&" $" $#" 9.:3";1.0"<=23">./0"6?3@A8" Source: Gomez real user monitoring
  28. 28. ,-./01/23/4"5.43",@B1??"%!!C"D=43?"E"$))C"F=GG=1/"9.:3"H=3I?" JK3B"%"I33L?"E"!""#$%&()%(#*(+#,-.&/)#0121%,# &!" %#",-./01/23/4"5.43"678" %!" !"#$%&$($)*+#)(*,* !--*./&01(/1* $#" !"#$%&$($)*+#)(*,* 234&$(*5#6#/2* $!" Every second delay can lead up to 7% revenue risked #" !" !" $" %" &" " #" (" )" *" +" $!" $$" $%" $&" $" $#" 9.:3";1.0"<=23">./0"6?3@A8" Source: Gomez real user monitoring
  29. 29. 2: Make it simple
  30. 30. Every site has a business model
  31. 31. Organic Search ! Campaigns! Ad Network! Transactional site Visitor! Offer ! !" !"#$%&$&$() Upselling! Reach! Purchase step 1! !" Purchase step 2! !" Mailing, ! alerts, !" promotions! Conversion! !"*+,&$-.-&&$() Enrolment! /0.1()#$),+(&) !" Negative !" Positive
  32. 32. !" Media site Enrolment! Targeted! !" embedded add! Add Network! Visitor! !" !" Advertiser site!!"#$%&%"( )*#$+&(,-(./&"( !" Negative !" Positive
  33. 33. Ingredients for a mobile site
  34. 34. Immediancy From: How to maximize Mobile Website & Application ROI, Gomez/Forrester webinar, Dec. 15 2010
  35. 35. Immediancy Simplicity From: How to maximize Mobile Website & Application ROI, Gomez/Forrester webinar, Dec. 15 2010
  36. 36. Immediancy Simplicity Context From: How to maximize Mobile Website & Application ROI, Gomez/Forrester webinar, Dec. 15 2010
  37. 37. Login account SearchRecommendations Daily deal
  38. 38. 2.&)-#.34)) Organic Search ! Campaigns! Ad Network! 5&6&7),(&0,) Mobile Transactional site !"#$%&$&$() Visitor! Offer ! !" Purchase step 1! !" Reach! Conversion! !" Mailing, ! alerts, !" promotions!*+,&$-.-&&$() Enrolment! /0.1()#$),+(&) !" Negative !" Positive
  39. 39. Mobile Marketing Awards 2011 3. Measure Mobile Diversity
  40. 40. Brand Desktop .mobi iPhoneKLM 1.92 3.91 4.15Nu.nl 1.82 5.73 4.00Telegraaf 3.71 5.03 2.91Volkskrant 2.49 4.64 6.09Bol.com 2.31 7.46 2.01Hyves 1.37 7.17 3.89Wehkamp 2.32 2.90 8.05Marktplaats 3.32 15.21 7.79AH 1.87 5.07 3.50OV9292 1.83 3.04 2.42 Study performed by MeasureWorks, with Gomez Active XF from March 1st - April 17th
  41. 41. Brand Desktop .mobi iPhoneKLM 1.92 3.91 4.15Nu.nl 1.82 5.73 4.00Telegraaf 3.71 5.03 2.91Volkskrant 2.49 4.64 6.09Bol.com 2.31 7.46 2.01Hyves 1.37 7.17 3.89Wehkamp 2.32 2.90 n.a.Marktplaats 3.32 15.21 7.79AH 1.87 5.07 3.50OV9292 1.83 3.04 2.42 Study performed by MeasureWorks, with Gomez Active XF from March 1st - April 17th
  42. 42. Brand Desktop .mobi iPhoneKLM 1.92 3.91 4.15Nu.nl 1.82 5.73 4.00Telegraaf 3.71 5.03 2.91Volkskrant 2.49 4.64 6.09Bol.com 2.31 7.46 2.01Hyves 1.37 7.17 3.89Wehkamp 2.32 2.90 n.a.Marktplaats 3.32 15.21 7.79AH 1.87 5.07 3.50OV9292 1.83 3.04 2.42 Study performed by MeasureWorks, with Gomez Active XF from March 1st - April 17th
  43. 43. Brand iPhone Blackberry AndroidAegon Bank 3.75 7.26 6.98Rabobank 4.18 3.72 5.23ABN Amro 5.65 5.95 7.70ING 6.36 6.61 7.02Delta LLoyd 7.03 10.20 6.03SNS 9.52 9.26 9.31Average 6.07 7.16 7.05 Study conducted by MeasureWorks for Emerce Efinancials, November 2011
  44. 44. Brand iPhone Blackberry AndroidAegon Bank 3.75 7.26 6.98Rabobank 4.18 3.72 5.23ABN Amro 5.65 5.95 7.70ING 6.36 6.61 7.02Delta LLoyd 7.03 10.20 6.03SNS 9.52 9.26 9.31Average 6.07 7.16 7.05 Study conducted by MeasureWorks for Emerce Efinancials, November 2011
  45. 45. 4: Native app vs. Mobile web
  46. 46. Regular website How do we engage with our customers?
  47. 47. Optimized mobileRegular website website How do we engage with our customers?
  48. 48. Optimized mobile Mobile nativeRegular website website application How do we engage with our customers?
  49. 49. Should we just go with our website?
  50. 50. IE8: 3.76 sec.Firefox 4: 3.20 sec. Measured with webpagetest.org
  51. 51. IE8: 3.76 sec. iPhone: 7.75 sec.Firefox 4: 3.20 sec. Android: 7.09 sec. Measured with webpagetest.org
  52. 52. Mobile site Vs. Native App
  53. 53. Mobile siteLatest browser support Short time to marketNo access to certain native optionsHigher level of device compatibility
  54. 54. Native App One touch startup Access to native options Opportunities for improved performanceLong time to launch / Get approval
  55. 55. New to mobile = Mobile site
  56. 56. Places‣ Efficiency matters‣ Leave when they’re bored‣ Collect feedback‣ A/B test content for pages/session, exits
  57. 57. Places = Native App
  58. 58. Tasks‣ Effectiveness matters‣ Completion, abandonment‣ Collect “motivation” feedback‣ A/B test layouts for conversion
  59. 59. Task = Mobile site
  60. 60. Task = Mobile site Unless you’re willing to sponsor Apple
  61. 61. 5: Context? Measure and analyse it!
  62. 62. Who’s driving?5: What we need is context! Context? Measure and analyse it!
  63. 63. Who’s driving? Where is he driving to?5: What we need is context! Context? Measure and analyse it!
  64. 64. Why like this? Who’s driving? Where is he driving to?5: What we need is context! Context? Measure and analyse it!
  65. 65. Web Analytics can tell you a lot.
  66. 66. And it tells you have much money they’ve spend
  67. 67. But...
  68. 68. What did Could they vs.they do? do it?
  69. 69. Performance data: Average page load time
  70. 70. !"#$%&! (&)*+&&# ,+-#.+/01/23*4+#5*36784&#
  71. 71. Context: Web Performance Analytics
  72. 72. Summary
  73. 73. “...Mobile Consumers are willing to trade in functionality, but are not willing to give up on comfort...” Gomez Networks, Mobile Performance Research, 2010
  74. 74. Thanks! More questions?M: jtjepkema@measureworks.nlT: @jeroentjepkemaW: www.measureworks.nl

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