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Tammy Everts
RWD Summit – April 2014
How Slow Pages Hurt
the Entire User Experience
Understanding the neurological impact
...
It’s a mobile-first world.
Slide 3
55% of all time spent
on retail sites takes
place on a mobile device.
comScore, October 2013
Slide 4
Slide 5
Stuart McMillan, Schuh’s Journey to RWD (Conversion Conference 2013)
Four all-too-common
mobile assumptions
Slide 7
Assumption #1
My site isn’t slow on mobile.
Radware, 2013 State of the Union: Mobile Ecommerce Performance
Slide 8
Radware, 2013 State of the Union: Mobile Ecommerce Performance
Slide 9
Two things are slowing down your site for mobile
(and they’re completely beyond your control).
• Latency – can range
from ...
RWD is awesome, but it *can* come
with performance penalties.
Slide 11
Assumption #2
Mobile users expect pages to be slow.
Slide 12
Keynote, 2012 Mobile User Survey
Slide 13
Slide 14
Assumption #3
Mobile users want to browse, not buy.
Slide 15
By 2017,
retail mcommerce
is expected to hit
$113 billion –
26% of total
ecommerce sales.
eMarketer, September 20...
Mobile shopping cart
abandonment rate
is 39% greater
than desktop rate.
2013 Google I/O
Slide 16
Slide 17
Assumption #4
Users will stick around, even if pages
are slow, if they really want to buy.
Skava/Harris Interactive, 2013
Slide 18
Slide 19
Case study: The impact of HTML delay on mobile business metrics
Why neuroscientific mobile testing?
Slide 20
Slide 21
• 2010 EEG study of desktop
users
• Throttled connection from 5MB
to 2MB
• Found that participants had to
concent...
Slide 22
Slide 23
What is emotional
engagement research?
“95% of the consumer’s
decisions are made at the
subconscious level.”
Dr. Gerald Zaltman, Harvard University
Executive Com...
The problem with surveys…
Traditional research relies on eliciting post-cognitive
responses.
But thinking and talking abou...
Five benefits of neuroscientific testing
1 Evaluates think/feel (not say)
2 Quantified data
3 Moment-by-moment interaction...
EEG Emotional Engagement Study
Our research team
• Seren – leaders in customer experience & service design
• NeuroStrata – expert consultants in blending...
The brands we tested
Slide 30
Our testers
• 24 testers (12 male and 12 female)
• Pre-screened to ensure normal cognitive functioning
• Experienced mobil...
Methodology
• Standardized set of shopping tasks (browsing and checkout)
• Testers served sites over one of two speeds:
– ...
Slide 33
Slide 34
Why test a 500ms delay?
Case study: The impact of HTML delay on mobile business metrics
Slide 35
We focused on the metrics most affected by the 500ms delay.
Frustration
Emotional engagement
Slide 36
Normal speed
Slide 37
2.66s 2.92s 2.83s 4.24s
Frustration levels across sites (normal speed)
Slide 38
Engagement levels across sites (normal speed)
Slide 39
500ms delay: Peak frustration results
Slide 40
500ms delay: Average engagement results
Slide 41
Impact of site speed on post-test brand association
Slide 42
If pages aren’t fast, everything suffers.
Content
“boring”
Visual design
“tacky” and “confusing”
Navigation
“frustrating” ...
Slide 44
Takeaways
1 People feel “web stress” even when shopping under ideal
conditions.
2 Slower web performance has a clear and measurable ...
Slide 47
http://www.radware.com/mobile-eeg2013/
Slide 48
Sources
Web Stress: A Wake-Up Call for European Business (Foviance, 2010)
http://www.ca.com/us/~/media/files/supportingpie...
webperformancetoday.com
twitter.com/tameverts
linkedin.com/in/tammyeverts
plus.google.com/+TammyEverts/
Slide 50
Questions?
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How Slow Pages Hurt the Entire User Experience: Understanding the Neurological Impact of Poor Performance

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Visit here: http://www.radware.com/mobile-eeg2013/ to read the full research report.

From the RWD Summit, Radware Solution Evangelist Tammy Everts shares the findings from her study on the neurological impact of poor web performance on mobile users.

Using electroencephalography (EEG) and electrooculograph (EOG) technology to monitor brain wave activity, eye movements, and facial muscle movements in a group of mobile users, Ms. Everts researched how slow web pages hurt user experience and how this can affect your business.

Published in: Technology
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How Slow Pages Hurt the Entire User Experience: Understanding the Neurological Impact of Poor Performance

  1. 1. Tammy Everts RWD Summit – April 2014 How Slow Pages Hurt the Entire User Experience Understanding the neurological impact of poor performance
  2. 2. It’s a mobile-first world.
  3. 3. Slide 3 55% of all time spent on retail sites takes place on a mobile device. comScore, October 2013
  4. 4. Slide 4
  5. 5. Slide 5 Stuart McMillan, Schuh’s Journey to RWD (Conversion Conference 2013)
  6. 6. Four all-too-common mobile assumptions
  7. 7. Slide 7 Assumption #1 My site isn’t slow on mobile.
  8. 8. Radware, 2013 State of the Union: Mobile Ecommerce Performance Slide 8
  9. 9. Radware, 2013 State of the Union: Mobile Ecommerce Performance Slide 9
  10. 10. Two things are slowing down your site for mobile (and they’re completely beyond your control). • Latency – can range from 35 milliseconds to 350+ milliseconds per resource (e.g. images, CSS files) • Connection – 3G can be up to 15 times slower than broadband Slide 10
  11. 11. RWD is awesome, but it *can* come with performance penalties. Slide 11
  12. 12. Assumption #2 Mobile users expect pages to be slow. Slide 12
  13. 13. Keynote, 2012 Mobile User Survey Slide 13
  14. 14. Slide 14 Assumption #3 Mobile users want to browse, not buy.
  15. 15. Slide 15 By 2017, retail mcommerce is expected to hit $113 billion – 26% of total ecommerce sales. eMarketer, September 2013
  16. 16. Mobile shopping cart abandonment rate is 39% greater than desktop rate. 2013 Google I/O Slide 16
  17. 17. Slide 17 Assumption #4 Users will stick around, even if pages are slow, if they really want to buy.
  18. 18. Skava/Harris Interactive, 2013 Slide 18
  19. 19. Slide 19 Case study: The impact of HTML delay on mobile business metrics
  20. 20. Why neuroscientific mobile testing? Slide 20
  21. 21. Slide 21 • 2010 EEG study of desktop users • Throttled connection from 5MB to 2MB • Found that participants had to concentrate up to 50% harder • Afterward, participants reported negative brand associations
  22. 22. Slide 22
  23. 23. Slide 23
  24. 24. What is emotional engagement research?
  25. 25. “95% of the consumer’s decisions are made at the subconscious level.” Dr. Gerald Zaltman, Harvard University
Executive Committee of Harvard University’s Mind, Brain and Behavior Interfaculty Initiative Slide 25
  26. 26. The problem with surveys… Traditional research relies on eliciting post-cognitive responses. But thinking and talking about emotions changes and distorts them. Slide 26
  27. 27. Five benefits of neuroscientific testing 1 Evaluates think/feel (not say) 2 Quantified data 3 Moment-by-moment interaction 4 Cause-and-effect triggers 5 Fresh, deeper insights Slide 27
  28. 28. EEG Emotional Engagement Study
  29. 29. Our research team • Seren – leaders in customer experience & service design • NeuroStrata – expert consultants in blending neuromarketing applications • Neurosense – global leader in implicit methodologies Slide 29
  30. 30. The brands we tested Slide 30
  31. 31. Our testers • 24 testers (12 male and 12 female) • Pre-screened to ensure normal cognitive functioning • Experienced mobile device users • Did not know they were part of a performance study Slide 31
  32. 32. Methodology • Standardized set of shopping tasks (browsing and checkout) • Testers served sites over one of two speeds: – normal Wifi – artificial 500ms delay • Using EEG headset and eyetracker, measured moment-by- moment responses Slide 32
  33. 33. Slide 33
  34. 34. Slide 34 Why test a 500ms delay? Case study: The impact of HTML delay on mobile business metrics
  35. 35. Slide 35 We focused on the metrics most affected by the 500ms delay. Frustration Emotional engagement
  36. 36. Slide 36
  37. 37. Normal speed Slide 37 2.66s 2.92s 2.83s 4.24s
  38. 38. Frustration levels across sites (normal speed) Slide 38
  39. 39. Engagement levels across sites (normal speed) Slide 39
  40. 40. 500ms delay: Peak frustration results Slide 40
  41. 41. 500ms delay: Average engagement results Slide 41
  42. 42. Impact of site speed on post-test brand association Slide 42
  43. 43. If pages aren’t fast, everything suffers. Content “boring” Visual design “tacky” and “confusing” Navigation “frustrating” and “hard-to-navigate” Slide 43
  44. 44. Slide 44
  45. 45. Takeaways
  46. 46. 1 People feel “web stress” even when shopping under ideal conditions. 2 Slower web performance has a clear and measurable impact on people at a neurological level. 3 Slow sites can seriously undermine overall brand health. 4 The nature and scale of impact varies, depending on a number of factors (e.g. inherent strength/weakness of brand). 5 This presents great opportunities to strengthen overall brand by investing in performance optimization. Slide 46
  47. 47. Slide 47
  48. 48. http://www.radware.com/mobile-eeg2013/ Slide 48
  49. 49. Sources Web Stress: A Wake-Up Call for European Business (Foviance, 2010) http://www.ca.com/us/~/media/files/supportingpieces/final_webstress_survey_report_229296.aspx 2013 Social & Mobile Commerce Consumer Report (Shop.org / comScore) http://shop.org/research/original/2013-social-mobile-commerce-consumer-report 2012 Mobile User Survey (Keynote) http://www.keynote.com/docs/reports/Keynote-2012-Mobile-User-Survey.pdf 2013 State of the Union: Mobile Ecommerce Performance (Radware) http://www.radware.com/mobile-sotu2013/ The Danger of a Poor Mobile Shopping Experience [INFOGRAPHIC] http://www.getelastic.com/the-danger-of-a-poor-mobile-shopping-experience-infographic/ Case study: The impact of HTML delay on mobile business metrics (Web Performance Today, November 2011) http://www.webperformancetoday.com/2011/11/23/case-study-slow-page-load-mobile-business-metrics/ Slide 49
  50. 50. webperformancetoday.com twitter.com/tameverts linkedin.com/in/tammyeverts plus.google.com/+TammyEverts/ Slide 50 Questions?

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