My slides from MultiChannel 2013... About why users demand performance and will abandon your website if you fail... Research is based on extensive user panal research, with a focus on performance and task completion.

2. @jeroentjepkema
Performance Usability Experience:: ::

3. Rules of Thumb
Why your users will quit your online (mobile) strategy
Multichannel 2013,
April 24, 2013

4. http://bit.ly/MW-MC13

5. Performance?

6. 0"
5"
10"
15"
20"
25"
30"
0" 1" 2" 3" 4" 5" 6" 7" 8" 9" 10" 11" 12" 13" 14" 15"
Abandonment"Rate"(%)"
Page"Load"Time"Band"(sec.)"
Abandonment*Rate*,*
All*Browsers*
Source: Gomez real user monitoring
Abandonment"Rate"Across"200+"Sites"/"177+"Million"Page"Views"
Over"2"weeks"/"All#Browsers#

7. 0"
5"
10"
15"
20"
25"
30"
0" 1" 2" 3" 4" 5" 6" 7" 8" 9" 10" 11" 12" 13" 14" 15"
Abandonment"Rate"(%)"
Page"Load"Time"Band"(sec.)"
Abandonment*Rate*,*
All*Browsers*
Source: Gomez real user monitoring
Abandonment"Rate"Across"200+"Sites"/"177+"Million"Page"Views"
Over"2"weeks"/"All#Browsers#
0"
5"
10"
15"
20"
25"
30"
0" 1" 2" 3" 4" 5" 6" 7" 8" 9" 10" 11" 12" 13" 14" 15"
Abandonment"Rate"(%)"
Page"Load"Time"Band"(sec.)"
Abandonment*Rate*,*
All*Browsers*
Abandonment*Rate*,*
iPhone*Safari*
Source: Gomez real user monitoring
Abandonment"Rate"Across"200+"Sites"/"177+"Million"Page"Views"
Over"2"weeks"/"All#Browsers#vs.#iPhone#Safari#

8. @jeroentjepkema, MeasureWorks
(inter)action
We

9. 0

10. 0,3
Instantaneous: I like it!
0

11. 1
0,3
Instantaneous: I like it!
Interaction: Let’s conversate...
0

12. 1
3
0,3
Instantaneous: I like it!
Interaction: Let’s conversate...
Mmm, shall I click away?
0

13. 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

14. 10
1
3
0,3
Do I like it?
Do I want to conversate?
This is where the magic happens
Mmm, shall I click away?
Only if the task/content is relevant
0

15. How we perceive “interaction”?

16. Sensitive for specific tasks
How we perceive “interaction”?

17. Always compared to past experiences
Sensitive for specific tasks
How we perceive “interaction”?

18. Always compared to past experiences
Task completion has positive impact
Sensitive for specific tasks
How we perceive “interaction”?

19. Slowdowns hurts
Task completion has positive impact
Sensitive for specific tasks
How we perceive “interaction”?
Always compared to past experiences

20. Experience
the
difference
Tested with webpagetest.org (3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)

21. Ultimate goal = “flow state”

22. Relevant content,
to support
task completion

23. With fast delivery,
focus on interaction

24. Flow is an
“optimal experience”
that is
“intrinsically enjoyable”
“”

25. Myth busted?

26. Technology vs. Perceived
Experiment 1:
Desktop

27. Which website would you recommend in terms of
performance?
100 users
Buy a summer holiday
online
Desktop only, fixed
selection of shops
(Travel30)

28. 1
2
3
4
5
Perceived Technology
Sunweb
Globe
Neckermann
D-reizen
Arke
Ranking
Study performed by MeasureWorks for Emerce eTravel, 2013
Technology vs. Perceived

29. 1
2
3
4
5
Perceived Technology
Sunweb Sunweb
D-reizen Globe
Neckermann Neckermann
Arke D-reizen
Globe Arke
Ranking
Study performed by MeasureWorks for Emerce eTravel, 2013
Technology vs. Perceived

30. 1
2
3
4
5
Perceived Technology
Sunweb Sunweb
D-reizen Globe
Neckermann Neckermann
Arke D-reizen
Globe Arke
Ranking
Study performed by MeasureWorks for Emerce eTravel, 2013
Technology vs. Perceived

31. Experiment 2:
Mobile

32. Mobile shopping experience setup....
100 mobile users
Mobile browsers only
via 3G, no WiFi
Perform 2 tasks:
‣Buy a book
‣Buy a T-shirt

33. Speed

35. 0
12,5
25
37,5
50
Zalando HM V&D Tom Tailor
3,97,7
15,4
42,1
1. Buy a T-shirt 2. Review
4
45
2420
Design Speed Mobile Readiness Other
0
10
20
30
40
Zalando HM V&D Tom Tailor
8
34
15,412
6
18
54
21
Design Speed Mobile Readiness Other
Round1Round2
Many functional
issues reported
with Zalando
Mobile Only research:
- Task completion: Only use smartphone to buy a book
- N = 100, users range from 20-65

36. Nexus - Android - 3G
Tested with webpagetest.org (3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)

37. Nexus - Android - 3G
Tested with webpagetest.org (3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)

38. Mobile
readiness

39. 0
25
50
75
100
Bol.com Selexyz Bruna Other
1. Buy a book 2. Review 3. Buy at a different store
1616
24
44
Design Speed Mobile Readiness Other
12
46
26
16
Design Speed Mobile Readiness Other
Mobile Only research:
- Task completion: Only use smartphone to buy a book
- N = 100, users range from 20-65

40. Bol.com Selexyz De Boekerij ECI Bruna Cosmox

41. Target your audience!
0%
10%
20%
30%
40%
Speed Readiness
18%
40% 40%
25%
< 34 > 35
Mobile Web
42%
Native
58%
Mobile Web
55%
Native
45%
< 34 > 35

42. Recipe for
performance

43. You
1.
Eco-System of
me

44. Deliver the same experience to all your (mobile) users

45. Regular website Native Application
Deliver the same experience to all your (mobile) users

46. Regular website Native ApplicationOptimized Mobile Web
Deliver the same experience to all your (mobile) users

47. Mobile first
experience

48. Prioritize your business goals
Mobile first
experience

49. Mobile first
experience
Prioritize your business goals
Deliver content accordingly

50. 0
1
2
3
4
5
6
7
8
9
MoneYou ING IEX Binck Alex ABN Amro
4,84,64,6
2,32,3
3,5
8,9
3,8
8,5
2
3
7,9
1,3
1,8
0,6
3,7
0,91,2
Desktop Mobile Native
PageLoadTime(sec.)
Mobile First experience?
Tested with webpagetest.org & gomez (For desktop 8Mbs up/ 1,5Mbs down, for Mobile 3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)

51. #2
Design for
(mobile)
use cases

52. Focus on
task
completion

53. With
mobile
conditions
in mind

54. Optimized for the right screen

56. Native app
Mobile Web - Landscape
Mobile Web - Portrait

58. #3
Collecting
data

59. INTERNET CUSTOMERS
Third-party/
Cloud Services
Content
Delivery
Networks
Local
ISP
Mobile
Carriers
Major
ISP
INTERNAL USERS(CLOUD) DATA CENTER
Storage DB Servers Web Servers
App
Servers
Middleware
ServersMainframe
Load
Balancers
Network

60. INTERNET CUSTOMERS
Third-party/
Cloud Services
Content
Delivery
Networks
Local
ISP
Mobile
Carriers
Major
ISP
INTERNAL USERS(CLOUD) DATA CENTER
Storage DB Servers Web Servers
App
Servers
Middleware
ServersMainframe
Load
Balancers
NetworkThis is what you control...

61. INTERNET CUSTOMERS
Third-party/
Cloud Services
Content
Delivery
Networks
Local
ISP
Mobile
Carriers
Major
ISP
INTERNAL USERS(CLOUD) DATA CENTER
Storage DB Servers Web Servers
App
Servers
Middleware
ServersMainframe
Load
Balancers
NetworkThis is what you control... What you’re blamed for..

62. Measuring performance?

63. Measuring performance? Outside-in, from
the user’s perspective...

64. Use
real devices
and/or users

65. With both 3G
and WiFi
connections

66. Based on
Real usage
scenario’s

68. 0
5
10
15
20
25
30
9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 1 2 3 4 5 6 7 8 9 10
2,9 2,5
3,2
2,4
3,6
2,6 2,5 2,5 2,7 2,8
22,0
2,5 2,6
19,0
2,7 3,0 2,7 2,5 2,8 2,8 3,1 2,6 2,5 2,5 2,8 2,6
Worldticketcenter.nl
31 May 2012 1 June 2012

69. Worldticketcenter.nl
0
5
10
15
20
25
30
9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 1 2 3 4 5 6 7 8 9 10
31 May 2012 1 June 2012

70. #fail

71. #fail

72. #fail

73. #fail

74. #fail

75. #fail

76. Source: Compuware, 2012, Engaging the tablet user; What to expect from web sites?
Why it matters?

77. Source: Compuware, 2012, Engaging the tablet user; What to expect from web sites?
Why it matters? 76% of mobile
consumers won’t retry more than twice

78. Source: Oracle, 2012, Customer Experience Survey
Why it matters? 89% of (mobile)
consumers will leave to the competition

79. To summarize...

80. Performance is
a requirement

81. Net Performance Score
Create great
service

82. Real users,
real devices,
real data

83. Detecting
Trends

84. Don’t let them
click away
Create an
experience
that
performs

85. Questions?

86. View slides: http://bit.ly/MW-MC13
More performance?
Join us May 18, webperfdays.org

87. Thanks! More questions?
M: jtjepkema@measureworks.nl
T: @jeroentjepkema
W: www.measureworks.nl