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Mobile Web Stress: Understanding the Neurological Impact of Poor Performance

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Read more of the key findings and support materials of this presentation by visiting here: http://www.radware.com/mobile-sotu2013/ to download the full “State of the Union: Mobile Ecommerce Performance Report.”

As a featured speaker at the Velocity Europe Conference, Radware Solution Evangelist Tammy Everts shared research from the first documented study on the neurological impact of poor performance on mobile users.

The study involved using electroencephalography (EEG) and electrooculograph (EOG) technology to monitor brain wave activity, eye movements, and facial muscle movements in a group of mobile users who were asked to perform a series of online transactions via mobile devices.

Published in: Technology, Education

Mobile Web Stress: Understanding the Neurological Impact of Poor Performance

  1. 1. Mobile Web Stress Understanding the neurological impact of poor performance Tammy Everts Velocity Europe – November 2013
  2. 2. Why neuroscientific mobile testing? Slide 2
  3. 3. • 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 Slide 3
  4. 4. Slide 4
  5. 5. Slide 5
  6. 6. It’s a mobile-first world.
  7. 7. 55% of all time spent on retail sites takes place on a mobile device. Shop.org / comScore, October 2013 Slide 7
  8. 8. Slide 8
  9. 9. Stuart McMillan, Schuh’s Journey to RWD (Conversion Conference 2013) Slide 9
  10. 10. Three all-too-common mobile assumptions
  11. 11. Assumption #1 Mobile users expect pages to be slow. Slide 11
  12. 12. Keynote, 2012 Mobile User Survey Slide 12
  13. 13. Radware, 2013 State of the Union: Mobile Ecommerce Performance Slide 13
  14. 14. Radware, 2013 State of the Union: Mobile Ecommerce Performance Slide 14
  15. 15. Assumption #2 Mobile users want to browse, not buy. Slide 15
  16. 16. By 2017, retail mcommerce is expected to hit $113 billion – 26% of total ecommerce sales. eMarketer, September 2013 Slide 16
  17. 17. Mobile shopping cart abandonment rate is 39% greater than desktop rate. 2013 Google I/O Slide 17
  18. 18. Assumption #3 Users will stick around, even if pages are slow, if they really want to buy. Slide 18
  19. 19. Skava/Harris Interactive, 2013 Slide 19
  20. 20. What is emotional engagement research?
  21. 21. “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 21
  22. 22. Slide 22
  23. 23. Slide 23
  24. 24. Slide 24
  25. 25. Patients with damage to emotional parts of the brain cannot make decisions, despite having no change in IQ. Antonio Damasio, Descartes’ Error 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 neuro-scientific testing 1 2 3 4 5 Evaluates think/feel (not say) Quantified data, at deeper-than-Qual levels Moment-by-moment interaction Cause-and-effect triggers Fresh, deeper insights Slide 27
  28. 28. Simplified cognitive timeline Slide 28
  29. 29. EEG Emotional Engagement Study
  30. 30. Our research team • Seren – leaders in customer experience & service design • Neurosense – global leader in implicit methodologies • NeuroStrata – expert consultants in blending neuromarketing applications Slide 30
  31. 31. The brands we tested Slide 31
  32. 32. Our testers • 20 testers (male and female) • Pre-screened to ensure normal cognitive functioning • Mobile device users • Did not know they were part of a performance study Slide 32
  33. 33. Jakob Nielsen, Why You Only Need to Test with 5 Users, 2000 Slide 33
  34. 34. 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-bymoment responses Slide 34
  35. 35. Slide 35
  36. 36. Why test a 500ms delay? Case study: The impact of HTML delay on mobile business metrics Slide 36
  37. 37. We focused on the metrics most affected by the 500ms delay. Frustration Emotional engagement Slide 37
  38. 38. Slide 38
  39. 39. Normal speed 2.66s 2.92s 2.83s 4.24s Slide 39
  40. 40. Frustration levels across sites (normal speed) Slide 40
  41. 41. Engagement levels across sites (normal speed) Slide 41
  42. 42. 500ms delay: Peak frustration results Slide 42
  43. 43. 500ms delay: Average engagement results Slide 43
  44. 44. Impact of site speed on post-test brand association Slide 44
  45. 45. EEG summary • A mere 500ms delay results in significant increase in frustration levels. • Faster pages result in higher levels of engagement. • Different sites trigger emotional shifts at different phases of the experience (browsing vs. checkout). • Important: These tests happened under ideal browsing conditions. Slide 45
  46. 46. Slide 46
  47. 47. Erin Kissane, November 2013 Slide 47
  48. 48. Bonus Study: Implicit Response Test The effect of loading speed on brand perception
  49. 49. We react faster to congruent stimuli than incongruent stimuli. Slide 49
  50. 50. https://www.projectimplicit.net/index.html Slide 50
  51. 51. Methodology: Pre-test Two brands – Easyjet and Ryanair – were measured against 24 attributes. Slide 51
  52. 52. Slide 52
  53. 53. Slide 53
  54. 54. Slide 54
  55. 55. Implicit pre-test: Brand mapping Slide 55
  56. 56. Implicit pre-test: Purchase intent Slide 56
  57. 57. Methodology: Test 1 Participants then viewed one of two videos depicting a flight selection/booking process: • • Normal Slow (500ms delay per page) 2 Each brand is measured again against the same 24 attributes. 3 Difference between normal and slow indicates effect of speed on brand perception. Slide 57
  58. 58. EasyJet: Impact of 500ms slowdown on each dimension Slide 58
  59. 59. EasyJet: Impact of 500ms slowdown on each attribute Slide 59
  60. 60. Ryanair: Impact of 500ms slowdown on each dimension Slide 60
  61. 61. Ryanair: Impact of 500ms slowdown on each attribute Slide 61
  62. 62. Brand perception summary • Overall, EasyJet enjoys a more positive brand perception. • 500ms delay triggers downward shift in perception for both companies. • Impact on EasyJet was greater than on Ryanair. • Impact varies across attributes for each brand: – Slow EasyJet site suffers more in Purchase Intent and Functional attributes. – Ryanair suffers more in Warmth/Friendliness dimensions. Slide 62
  63. 63. Slide 63
  64. 64. Takeaways
  65. 65. 1 Mobile users are significantly affected by slow performance: up to 26% increase in peak frustration and up to 8% decrease in engagement. 2 Slow sites can seriously undermine overall brand health – across both desktop and mobile platforms. 3 The nature and scale of impact varies, depending on a number of factors (e.g. inherent strength/weakness of brand). 4 Brands with already-fragile consumer affinity are at higher risk. 5 Greatest risk is to purchase intent. 6 Great opportunities exist to strengthen overall brand by investing in performance optimization. Slide 65
  66. 66. Slide 66
  67. 67. 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/ I was a mobile-only user for six weeks (Erin Kissane) http://the-pastry-box-project.net/erin-kissane/2013-november-12/ Slide 67
  68. 68. Questions? Velocity Office Hour – Today @ 16:15 webperformancetoday.com twitter.com/tameverts linkedin.com/in/tammyeverts plus.google.com/+TammyEverts/ Slide 68

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