SlideShare a Scribd company logo
w@jeroentjepkema
Digital Marketing Live 2014
The “Waiting” Experience
Waiting = Engagement
MeasureWorks - The Waiting Experience
MeasureWorks - The Waiting Experience
MeasureWorks - The Waiting Experience
MeasureWorks - The Waiting Experience
MeasureWorks - The Waiting Experience
MeasureWorks - The Waiting Experience
MeasureWorks - The Waiting Experience
MeasureWorks - The Waiting Experience
Watching paint dry?
MeasureWorks - The Waiting Experience
MeasureWorks - The Waiting Experience
MeasureWorks - The Waiting Experience
MeasureWorks - The Waiting Experience
MeasureWorks - The Waiting Experience
MeasureWorks - The Waiting Experience
“Both offline and online consumers
associate long wait times with
poor customer service”
Click away slide
Performance tolerance
0
10
20
30
40
50
60
70
80
90
100
0 1 2 3 4 5 6 7 8 9 10
Average Bouncerate per pagetype/sessionBouncerate(%)
Page load time (sec.)
Median Campaign Product search
Aggregated Real User Monitoring data collected by MeasureWorks for Dutch Commerce websites
0
10
20
30
40
50
60
70
80
90
100
0 1 2 3 4 5 6 7 8 9 10
Bouncerate(%)
Page load time (sec.)
Median Campaign Product search
Average Bouncerate per pagetype/session
Aggregated Real User Monitoring data collected by MeasureWorks for Dutch Commerce websites
Purpose vs. Context
Online users often lack context for delays...
...and see no other option than to click away
Good Design
+
Fast Delivery
=
Great User Experience
NS Hispeed: Site optimization
0
12,5
25
37,5
50
62,5
75
87,5
100
0-0,5 0,5-1 1-1,5 1,5-2 2-2,5 2,5-3 3-3,5 3,5-4 4-5 5-6 6-7 7-8 8-9 9-10 >10
Non-Bouncerate(%)
Categorienaam
Pageviews(#)
Bouncerate # Pageviews
Bol.com: Speed vs. Engagement per month
Data presented by MeasureWorks at Velocity Conference London 2013: http://bit.ly/MW-VEUrum
Load time
Availability
Homepage
Transaction time
Availability
Ticket ordering funnel (7 steps)
Before After
11,5s
95,61%
3,8s
99,52%
Before After
43,2s
88,72%
35,7s
97,65%
30% higher
site success
rate
NS Hispeed: Site optimization
Design vs. Speed?
0
25
50
75
100
1 2 3 4 5
Slow Average Fast
%ofrespondentsthatratedtheactualwebsitespeed
Design score (1=bad - 5=beautiful)
Perception of good design is influenced by fast page load times
Good Design
+
Fast Delivery
=
Great User Experience
Navigating the web is not easy...
https://www.youtube.com/watch?v=3Sk7cOqB9Dk&feature=youtu.be
Let’s design for fast experience!
1. Recognizable navigation
Source: Jakob Nielsen
99% of time online is spent on other sites
than yours...
Experience vs. surfing online....
Always compared to past experiences
Experience vs. surfing online....
Task completion has positive impact
Always compared to past experiences
Experience vs. surfing online....
Task completion has positive impact
Slow downs have more impact
Always compared to past experiences
Experience vs. surfing online....
Sensitive for specific tasks
Task completion has positive impact
Slow downs have more impact
Always compared to past experiences
Experience vs. surfing online....
Why is this important?
Consumers visit 18-23 travel websites
before they finally convert
Source: TNS/Nipo
Search/Orientation phase
Perception of experience
1
Performance influence cycle
http://benchmark.measureworks.nl
Delivered
experience
Your website
3
5
2
Stimulate content/
conversion
4
Performance influence cycle
Search/Orientation phase
Perception of experience
1
http://benchmark.measureworks.nl
The waiting experience
MeasureWorks - The Waiting Experience
MeasureWorks - The Waiting Experience
Find a website
Search for a t-shirt
Order a t-shirt
Select size
7
6
5
4
3
2
1
1 2 3 4 5 6 7
Average expectation rating
Averageexperiencerating
Big
opportunity
Study performed by MeasureWorks for M-Commerce Event 2013: http://bit.ly/MW-MCE13
N=150, covering 10 different websites
Mobile Web
32%
Native
68%
Mobile Web
58%
Native
42%
< 34 > 35
Experience vs. Usage
Study performed by MeasureWorks for M-Commerce Event 2013: http://bit.ly/MW-MCE13
N=150, covering 10 different websites
Experience vs. Usage
0%
10%
20%
30%
40%
< 34 > 35
18%
40% 40%
25%
Speed
Readiness
Study performed by MeasureWorks for M-Commerce Event 2013: http://bit.ly/MW-MCE13
N=150, covering 10 different websites
2. Speed up your content!
Speed-up your perception
http://www.nytimes.com/2012/08/19/opinion/sunday/why-waiting-in-line-is-torture.html?pagewanted=all&_r=0
http://answers.yahoo.com/question/index?qid=1005081200005
nytimes.com/2004/02/27/nyregion/27BUTT.html
MeasureWorks - The Waiting Experience
Perception = Fast Experience
http://www.fastcodesign.com/1669788/the-3-white-lies-behind-instagrams-lightning-speed
@jeroentjepkema, MeasureWorks
How fast should I be?
“Speed is at it’s best when it creates the feeling
that you don’t have to work to achieve your goal”
0,3
0 Source: Jakob Nielsen
Instantaneous: I like it!
1
0,3
0 Source: Jakob Nielsen
Instantaneous: I like it!
Interaction: Let’s conversate...
1
0,3
0 Source: Jakob Nielsen
Instantaneous: I like it!
Interaction: Let’s conversate...
1
3
0,3
0 Source: Jakob Nielsen
Instantaneous: I like it!
Interaction: Let’s conversate...
Mmm, shall I click away?
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 Source: Jakob Nielsen
It’s (also) about the customer journey...
Provide relevant content to
support task completion...
...deliver it fast, focus on perception!
“Flow state”
Speed vs. Content
What’s your time to first tweet?
https://blog.twitter.com/2012/improving-performance-on-twittercom
3 (performance) design questions to ask...
Above the fold?
Which priority?
Improving which metrics?
3. Mobile First?
0
11,25
22,5
33,75
45
56,25
67,5
78,75
90
0-0,5 0,5-1 1-1,5 1,5-2 2-2,5 2,5-3 3-3,5 3,5-4 4-5 5-6 6-7 7-8 8-9 9-10 >10
Non-Bouncerate(%)
Categorienaam
Pageviews(#)
Speed vs. Engagement per month Bol.com
Desktop # Pageviews
Pageviews(#)
Mobile
Data presented by MeasureWorks at Velocity Conference London 2013: http://bit.ly/MW-VEUrum
#mobilefirst
WiFi 4G 3G
So, what happens if I don’t optimize?
Tested with webpagetest.org (WiFi (10Mbs down/1,5Mbs up), 4G (5Mbps Down, 1Mbps Up) & 3G (2000Kbps Down, 764Kbps Up))
Responsive Web Design?
WiFi 3G
Tested with webpagetest.org (WiFi (10Mbs down/1,5Mbs up), 4G (5Mbps Down, 1Mbps Up) & 3G (2000Kbps Down, 764Kbps Up))
#mobile(web)first?
Research by Google: http://ssl.gstatic.com/think/docs/the-new-multi-screen-world-study_research-studies.pdf
34% of all consumers use the device that’s
closest to them when looking for information
Research by Google: http://ssl.gstatic.com/think/docs/the-new-multi-screen-world-study_research-studies.pdf
Change your viewpoint when
designing for mobile
#TouchEnabled
http://www.uxmatters.com/mt/archives/2013/02/how-do-users-really-hold-mobile-
devices.php?goback=.gmp_72842.gde_72842_member_215909354
49%
Mobile = One thumb device
36%
22%
http://www.uxmatters.com/mt/archives/2013/02/how-do-users-really-hold-mobile-
devices.php?goback=.gmp_72842.gde_72842_member_215909354
The green zone
MeasureWorks - The Waiting Experience
- +One Touch?
Mobile Search
vs.
Mobile Advertisement Experiment
N = 50
Q = Flow vs. Intrusive. Can you remember the advertiser/brand?
Telegraaf: Intrusive Nu.nl: Flow Dumpert: Intrusive Flipboard: Flow
Telegraaf: Intrusive Nu.nl: Flow Dumpert: Intrusive Flipboard: Flow
Flow Intrusive
If you had to choose? 82% 18%
Do you remember brand? 43% 21%
N = 50
Q = Flow vs. Intrusive. Can you remember the advertiser/brand?
Questions so far?
The “waiting” experience
1. Understand your customer
2. Prioritize content
3. Deliver fast
4. Touch friendly
5. Repeat this for every iteration
Join the movement #fastweb
Thanks! More questions?
M: jtjepkema@measureworks.nl
T: @jeroentjepkema
W: www.measureworks.nl
View slides: bit.ly/MW-DML14

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