Slides from presentation at Marketing Insights Event 2014 (#MIE14). Joint presentation by @mauricedacross (Mobile Manager Bol.com) and @jeroentjepkema (Founder MeasureWorks). In this talk we discuss the strategic role of your smartphone in the multi channel customer journey, how users want to use your smartphone and how to build a mobile website that your customer love to use.

2. @jeroentjepkema
Founder & CEO

3. @mauricedacross
Manager Mobile @ Bol.com

30. Can we build it?

31. Designing mobile into the
customer journey?

32. Desktop
vs.
Mobile

33. More
vs.
Less

34. More
Rich content
Fast connections
Large screen sizes
Couch Commerce
vs.
Less
Small real estate
Touch enabled
Slow/Fast connections
On the move

35. Tablet?

36. eCommerce = (
+
Tablet
) +
Laptop/Desktop
Mobile

37. Mobile impact?

38. Mobile impact?
Your
BRAND

39. every
day
facebook
Flipboard
Foursquare
Mobile impact?
twitter
Twitter
Nu.nl
Human.co
NBA.com
e-mail
linkedin
Fitbit
Your
BRAND

40. every
week
Soundcloud
whatsapp
every
day
Facetime
facebook
Flipboard
Foursquare
Mobile impact?
twitter
Twitter
Nu.nl
Human.co
NBA.com
e-mail
Youtube
Parkmobile
Netflix
linkedin
Fitbit
Dropbox
Evernote
Your
BRAND

41. every
week
Google
Hangouts
Google
Maps
Soundcloud
whatsapp
every
day
Shazam
Facetime
facebook
Flipboard
Foursquare
twitter
Youtube
Skype
Mobile impact?
News
apps
Twitter
Pathe
Human.co
NBA.com
Appie
e-mail
Parkmobile
Netflix
linkedin
Fitbit
Dropbox
Meetup
every
month
Evernote
Google
Plus
Youtube
Your
BRAND

42. every
week
Google
Hangouts
Google
Maps
Soundcloud
whatsapp
every
day
shazam
Facetime
facebook
Flipboard
Foursquare
twitter
Youtube
Skype
Mobile impact?
Your
BRAND
Twitter
Pathe
Human.co
NBA.com
appie
e-mail
Parkmobile
Netflix
linkedin
Fitbit
Dropbox
Meetup
every
month
Evernote
Google
Plus
Youtube
?

43. Building for comfort

44. #FastDelivery

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

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

47. Speed vs. Engagement per month Bol.com
LD50: 4.85 sec.
90
78,75
56,25
Pageviews (#)
Non-Bounce rate (%)
67,5
45
33,75
22,5
11,25
0
0-0,5
0,5-1
1-1,5
Non-Bounce Mobile
1,5-2
2-2,5
2,5-3
3-3,5
3,5-4
4-5
5-6
Categorienaam # Pageviews
Non-Bounce Desktop
Baseline: 2,7 sec.
6-7
7-8
8-9
9-10
>10

48. Our Need for speed
@jeroentjepkema, MeasureWorks

49. 0
Source: Jakob Nielsen

50. 1
0,3
0
Interaction: Let’s conversate...
Instantaneous: I like it!
Source: Jakob Nielsen

51. 3
1
0,3
0
Mmm, shall I click away?
Interaction: Let’s conversate...
Instantaneous: I like it!
Source: Jakob Nielsen

52. 10
Only if the task/content is relevant
3
1
0,3
0
Mmm, shall I click away?
Interaction: Let’s conversate...
Instantaneous: I like it!
Source: Jakob Nielsen

55. 0:00 sec.
Conversation
starts

56. 0:00 sec.
Conversation
starts
2.5 sec.
First reply

57. 4.5 sec.
Finish
conversation
0:00 sec.
Conversation
starts
2.5 sec.
First reply

58. 4.5 sec.
Finish
conversation
0:00 sec.
Conversation
starts
Comfort zone
Tolerated
2.5 sec.
First reply
Frustrated

59. Mobile
Shopping
experiment

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

62. Functional issues
reported with
Zalando
50
37,5
Round 1
25
45
42,1
12,5
15,4
0
Zalando
HM
20
7,7
V&D
24
3,9
Tom Tailor
4
Design
1. Buy a T-shirt
Speed
Mobile Readiness
Other
2. Feedback
40
30
Round 2
20
10
12
0
54
34
Zalando
Mobile Only research:
- Task completion: Only use smartphone to buy a book
- N = 100, users range from 20-65
15,4
HM
8
V&D
Tom Tailor
21
Design
18
Speed
6
Mobile Readiness
Other

63. #EasyNavigation

64. Mobile = Always on?

65. One thumb device...
49%
36%
22%
http://www.uxmatters.com/mt/archives/2013/02/how-do-users-really-hold-mobiledevices.php?goback=.gmp_72842.gde_72842_member_215909354

66. The green zone
http://www.uxmatters.com/mt/archives/2013/02/how-do-users-really-hold-mobiledevices.php?goback=.gmp_72842.gde_72842_member_215909354

68. -
One touch?
+

69. Login or
not?

70. Mobile
Search

71. #Contentdriven

72. The holy grail in experience is
“flow state”

73. “”
Flow is an
optimal experience
that is
“intrinsically enjoyable”

74. Provide relevant content to
support task completion...

75. ...deliver it fast, focus on perception!

76. http://www.nytimes.com/2012/08/19/opinion/sunday/why-waiting-in-line-is-torture.html?pagewanted=all&_r=0

77. http://answers.yahoo.com/question/index?qid=1005081200005

78. That’s not my
website?

79. Over 60% of people that experienced a slow website ranked
design 2 points lower compared to a fast experience
Slow
Average
Fast
% of respondents that rated the actual website speed
100
75
50
25
0
1
2
3
Design score (1=bad - 5=beautiful)
4
5

80. Mobile Advertisement? Flow vs. Intrusive

81. Telegraaf: Intrusive
Nu.nl: Flow
N = 15
Q = Flow vs. Intrusive. Can you remember the advertiser/brand?
Dumpert: Intrusive
Flipboard: Flow

82. Telegraaf: Intrusive
Nu.nl: Flow
Dumpert: Intrusive
Flipboard: Flow
Flow
Intrusive
If you had to choose?
85%
15%
Do you remember brand?
40%
10%
N = 15
Q = Flow vs. Intrusive. Can you remember the advertiser/brand?

83. How to prioritize content?

84. Bol.com - Desktop (Cable: 10Mb/s up via Webpagetest.org)
Bol.com - Mobile (Wifi: 10Mb/s up via Webpagetest.org)

85. Mobile First?
Bol.com - Mobile (3G: 2Mb/s up via Webpagetest.org)

86. Mobile First?
Bol.com - Mobile (3G: 2Mb/s up via Webpagetest.org)

87. Responsive Design?

88. Responsive Design? Start with mobile

89. What impacts mobile (shopping) experience?
Alignment Desktop vs. Mobile
Screen size vs. Content
Speed
Usability

90. Questions so far?

91. #MobileContext

92. Mobile
context?

93. Under time
Content
pressure
Mobile
context?

94. Under time
Content
pressure
(often) one
Usability
handed
Mobile
context?

95. Under time
Content
pressure
(often) one
Usability
handed
Mobile
context?
While
Speed
on the move

96. Under time
Content
pressure
(often) one
Usability
handed
Mobile
context?
While
Speed
on the move

97. Mobile
= Task Completion + ( Usability + Speed )
Customer Journey

98. Just Remember:
Deliver before it
turns green!

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