The document discusses several key aspects of optimizing the mobile experience for users. It notes that mobile users have high expectations for speed and usability on mobile devices. Data shows that the majority of mobile users currently browse financial sites but do not complete transactions due to usability and security concerns. The document outlines several important factors for a good mobile experience, including immediacy, simplicity, and context awareness. It emphasizes the importance of mobile-first design and optimizing for speed and performance on mobile. Collecting mobile analytics can provide insights into how users actually experience a mobile site versus desktop. Correlating performance data with metrics like sentiment can help evaluate the mobile experience.

2. @jeroentjepkema
www. .nl

3. Managing the
Mobile Experience
Emerce eFinancials, 3 November 2011

4. Mobile brings HIGH expectations

5. Q: Can users perform transactions in the mobile context?

6. Under time pressure
Q: Can users perform transactions in the mobile context?

7. Under time pressure
While on the move
Q: Can users perform transactions in the mobile context?

8. Under time pressure
Often one handed
While on the move
Q: Can users perform transactions in the mobile context?

9. Mobile Commerce?

10. Did you ever buy via mobile?
86
14
No Yes
Source: data from Netherlands via
www.ourmobileplanet.com,

11. Financials: Browsing, not buying
100
91
82
77
75
50
25
6 9 6
2 2 3 5 3 3 4 4
1
0
Netherlands United Kingdom United States
Mobile research, did not buy
Mobile research, bought via mobile
Mobile research, bought via desktop
Source: data from Netherlands via Mobile research, bought offline
www.ourmobileplanet.com, Did not research via mobile

12. Barriers for mobile commerce
30
25
21
20
15
12
10
6
5
0
Too complicated
Doesn’t feel secure
Payments are too complicated
Source: data from Netherlands via
www.ourmobileplanet.com,

13. Mobile Customers’ Expectations

14. 74
71
58
46
40 40
33
20
Loads as fast as desktop Abandonment % above 5sec % Will not retun? % that goes to competition
2009 2011
Source: Ovum Research, 2011

15. But wait!

16. ...there’s more ;-(

17. Imagine this screen...

18. ..From this viewpoint
34% of all users experience difficulty
with viewing content on a mobile screen

19. 28% of mobile users didn’t execute a
transaction due to trust and/or security issues

20. Beware! Slow Mobile Sites
23%
11%
62%
4%
Behave more or less normally
Throw their phones
Scream at their phones
Curse at their phones
Source: Webperformancetoday.com

21. Impact on revenue?

22. Page Abandonment 40
% 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
Source: Forrester research 2010

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

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

25. Keep your customer experience safe!

26. 1: Mobile First

27. Every site has a business model

29. Organic Search
Campaigns
Ad Network
Transactional site
Visitor
Offer
€"
Abondenment)
Upselling
Reach
Purchase step 1
€"
Purchase step 2
€"
Mailing,
alerts,
€" promotions
Conversion
€"
Disengagement) Enrolment
Impact)on)site)
€" Negative €" Positive

31. €"
Media site
Enrolment
Targeted
€"
embedded add
Add Network
Visitor
€"
€"
Advertiser site
Departure(
Impact(on(site(
€" Negative €" Positive

32. Ingredients for a mobile site

33. Immediancy
From: How to maximize Mobile Website & Application ROI, Gomez/Forrester webinar, Dec. 15 2010

34. Immediancy Simplicity
From: How to maximize Mobile Website & Application ROI, Gomez/Forrester webinar, Dec. 15 2010

35. Immediancy Simplicity Context
From: How to maximize Mobile Website & Application ROI, Gomez/Forrester webinar, Dec. 15 2010

37. Login account
Search
Recommendations
Daily deal

38. iOS$4.3$–$iPhone$4$

39. Same)goal,))
Organic Search
Campaigns
Ad Network
fewer)steps)
Mobile Transactional site
Abondenment)
Visitor
Offer
€"
Purchase step 1
€"
Reach
Conversion
€"
Mailing,
alerts,
€" promotions
Disengagement) Enrolment
Impact)on)site)
€" Negative €" Positive

40. iPhone
iPad

41. iPhone
iPad

42. 2. Mobile Performance

43. Should we just go with our website?

44. IE8: 5.41 sec.
Chrome: 2.54 sec.
Measured with webpagetest.org

45. IE8: 5.41 sec. iPhone: 9.37 sec.
Chrome: 2.54 sec. Android: 9.33 sec.
Measured with webpagetest.org

46. Mobile Sites are optimized for speed

47. Google
Mobile Page Speed
Score
SEO
24 Adwords
57
67
54
40
83

48. Across all platforms...

49. 10
8
5
3
0
25-10 26-10 27-10 28-10 29-10 30-10 31-10
MoneYou
ING
IEX
Binck
Alex
Native Apps ABN Amro

50. 10
8
5
3 5 second threshold before abandonment
0
25-10 26-10 27-10 28-10 29-10 30-10 31-10
MoneYou
ING
IEX
Binck
Alex
Native Apps ABN Amro

51. 15
11
8
4
0
25-10 26-10 27-10 28-10 29-10 30-10 31-10
MoneYou
ING
IEX
Binck
Alex
...and Mobile Sites ABN Amro

52. 15
11
8
4
5 second threshold before abandonment
0
25-10 26-10 27-10 28-10 29-10 30-10 31-10
MoneYou
ING
IEX
Binck
Alex
...and Mobile Sites ABN Amro

53. Impact of 3d Party Providers

55. 0
2
4
6
8
10
12
14
16
18
7/
1 0/
11
9/
1 0/
11
11
/10
/1
1
m.ohra.nl
13
/10
/1
1
15
/10
/1
1
17
/10
/1
1
19
/10
/1
1
21
/10
/1
1
23
/10
/1
1
25
/10
/1
1
26
/ 10
/1
1

56. 0
2
4
6
8
10
12
14
16
18
7/
1 0/
11
9/
1 0/
11
11
/10
/1
1
m.ohra.nl
No 3d Party
13
/10
/1
1
15
/10
/1
1
17
/10
/1
1
19
/10
/1
1
21
/10
/1
1
23
/10
/1
1
25
/10
/1
1
26
/ 10
/1
1

57. 3. Mobile Experience

58. You
Mocial

59. In terms of Mobile Experience?

60. 6
5
3
2
0
25-10 26-10 27-10 28-10 29-10 30-10 31-10
MoneYou
ING
IEX
Binck
Alex
Baseline: Desktop ABN Amro

61. 6
5
3
2
2 second threshold before abandonment
0
25-10 26-10 27-10 28-10 29-10 30-10 31-10
MoneYou
ING
IEX
Binck
Alex
Desktop ABN Amro

62. 9
8,9
8,5
8
7,9
7
Page Load Time (sec.)
6
5 4,6 4,6 4,8
4 3,7 3,8
3,5
3
3
2,3 2,3
2 1,8
2
1,2 1,3
1
0,9
0,6
0
MoneYou ING IEX Binck Alex ABN Amro
Desktop
Mobile
Mobile Experience
Native

63. 9
8,9
8,5
8
7,9
7
Page Load Time (sec.)
6
5 4,6 4,6 4,8
4 3,7 3,8
3,5
3
3
2,3 2,3
2 1,8
2
1,2 1,3
1
0,9
0,6
0
MoneYou ING IEX Binck Alex ABN Amro
Mobile Experience

64. 4: Mobile Context

65. Who’s driving?
What we Contextcontext!
4: Mobile need is

66. Why like this?
Who’s driving?
What we Contextcontext!
4: Mobile need is

67. Why like this?
Who’s driving?
Where is he driving to?
What we Contextcontext!
4: Mobile need is

68. Accounting:
Web Analytics = What did
they do?

69. What did
Web Analytics =
they do?
Context:
Performance Analytics = Could they
do it?

70. Collect Mobile Experience data....

71. When they use it?

72. Where they use it?

73. How they use it?

74. Correlate: Web Performance Analytics

75. Mobile Performance
vs.
Social Sentiment
Powered by

76. Would you recommend me?

77. Would you recommend me?
1,5 100
1,25
96
1
92
0,75
88
0,5
84
0,25
0 80
17 18 19 20 21 22 23 24 25 26 27 28 29 30
Laadtijd Beschikbaarheid
17-30 Oct: Average Speed / Availability Homepage ING, measured with Gomez

78. Would you recommend me?
1,5 100
1,25
96
1
92
0,75
88
0,5
84
0,25
Social
0 80
17 18 19 20 21 22 23 24 25 26 27 28
sentiment
29 30
Laadtijd Beschikbaarheid
17-30 Oct: Average Speed / Availability Homepage ING, measured with Gomez

79. Would you recommend me?
6 100
5
80
4
60
3
40
2
20
1
0 0
17 18 19 20 21 22 23 24 25 26 27 28 29 30
Laadtijd Beschikbaarheid
17-30 Oct: Average Speed / Availability iPhone App, measured with Gomez

80. Would you recommend me?
6 100
5
80
4
60
3
40
2
20
1
0 Social 0
17 18 19 20 21 22 23 24 25 26 27 28 29 30
sentiment
Laadtijd Beschikbaarheid
17-30 Oct: Average Speed / Availability iPhone App, measured with Gomez

81. What if.....?

82. These stats don’t apply to me?

83. Check your web analytics for # pageviews
1
per browser type

84. Check your web analytics for # pageviews
1
per browser type
Use your analytics to find out # placed
2
orders per browser type

85. Check your web analytics for # pageviews
1
per browser type
Use your analytics to find out # placed
2
orders per browser type
Test your site speed per (mobile) browser via
3
webpagetest.org *
* Or go to www.meaureworks.nl/emerce

86. Check your web analytics for # pageviews
1
per browser type
Use your analytics to find out # placed
2
orders per browser type
Test your site speed per (mobile) browser via
3
webpagetest.org *
Correlate # orders/pageviews per browser
4
with site speed per browser
* Or go to www.meaureworks.nl/emerce

87. Questions?

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