This document provides guidelines for creating a successful mobile customer experience. It discusses focusing on mobile site, native app, or SMS. It recommends designing for comfort, making the experience simple, and understanding the context of mobile users. Native apps are best for tasks while mobile sites work for places. The document stresses the importance of measuring mobile diversity across different devices and platforms. It also compares the pros and cons of mobile sites versus native apps. Context and performance data are important to understand the mobile experience. The overall message is that mobile users value comfort over functionality.

2. @jeroentjepkema

3. Guidelines for a succesful
Mobile Customer Experience
(How to turn visitors into consumers)
Mobile Convention Amsterdam, 19 April 2011

4. We need a mobile strategy!

5. Should we focus on mobile site, native app or sms?
Richness of features
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7. What devices should we support?

8. The typical path to a
company’s mobile adoption

9. Denial: Mobile users? Do we have any?
MeasureWorks Mobile Performance Meetup, 2011

10. Denial: Mobile users? Do we have any?
Acceptance: Create a simple site that works everywhere
MeasureWorks Mobile Performance Meetup, 2011

11. Denial: Mobile users? Do we have any?
Acceptance: Create a simple site that works everywhere
Panic: We need app store presence as quickly as possible
MeasureWorks Mobile Performance Meetup, 2011

12. Denial: Mobile users? Do we have any?
Acceptance: Create a simple site that works everywhere
Panic: We need app store presence as quickly as possible
Contemplation: Wow! Can these phones do that?
MeasureWorks Mobile Performance Meetup, 2011

13. Denial: Mobile users? Do we have any?
Acceptance: Create a simple site that works everywhere
Panic: We need app store presence as quickly as possible
Contemplation: Wow! Can these phones do that?
Maturity: Use mobile specific capabilities to it’s fullest
MeasureWorks Mobile Performance Meetup, 2011

14. Your customers have high
expectations of your mobile product

15. Mobile = Daily life

16. Guidelines for a succesful
mobile experience

17. 1: Design for comfort

18. Q: Can end-users perform transactions in the mobile context?

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

20. 60% of all mobile user expect websites to
load as fast as in a regular browser

21. But, 75% of all user experience slow
load times as their #1 issue

22. Followed by 51% who experience a mobile site
which crashed or reveiced an error

23. Imagine this screen...

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

25. As a result over 44% of your mobile visitors will
blame the brand first before anything else!

26. Impact on conversion?

27. 40
Page Abandonment
% 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
Forrester research 2010

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Source: Gomez real user monitoring

30. 2: Make it simple

31. Every site has a business model

33. Organic Search ! Campaigns! Ad Network!
Transactional site
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36. Ingredients for a mobile site

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

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

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

41. Login account
Search
Recommendations
Daily deal

42. 2.'&)-#.34))
Organic Search ! Campaigns! Ad Network! 5&6&7),(&0,)
Mobile Transactional site
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43. Mobile Marketing Awards 2011
3. Measure Mobile Diversity

44. Brand Desktop .mobi iPhone
KLM 1.92 3.91 4.15
Nu.nl 1.82 5.73 4.00
Telegraaf 3.71 5.03 2.91
Volkskrant 2.49 4.64 6.09
Bol.com 2.31 7.46 2.01
Hyves 1.37 7.17 3.89
Wehkamp 2.32 2.90 8.05
Marktplaats 3.32 15.21 7.79
AH 1.87 5.07 3.50
OV9292 1.83 3.04 2.42
Study performed by MeasureWorks, with Gomez Active XF from March 1st - April 17th

45. Brand Desktop .mobi iPhone
KLM 1.92 3.91 4.15
Nu.nl 1.82 5.73 4.00
Telegraaf 3.71 5.03 2.91
Volkskrant 2.49 4.64 6.09
Bol.com 2.31 7.46 2.01
Hyves 1.37 7.17 3.89
Wehkamp 2.32 2.90 n.a.
Marktplaats 3.32 15.21 7.79
AH 1.87 5.07 3.50
OV9292 1.83 3.04 2.42
Study performed by MeasureWorks, with Gomez Active XF from March 1st - April 17th

46. Brand Desktop .mobi iPhone
KLM 1.92 3.91 4.15
Nu.nl 1.82 5.73 4.00
Telegraaf 3.71 5.03 2.91
Volkskrant 2.49 4.64 6.09
Bol.com 2.31 7.46 2.01
Hyves 1.37 7.17 3.89
Wehkamp 2.32 2.90 n.a.
Marktplaats 3.32 15.21 7.79
AH 1.87 5.07 3.50
OV9292 1.83 3.04 2.42
Study performed by MeasureWorks, with Gomez Active XF from March 1st - April 17th

47. Brand iPhone Blackberry Android
Aegon Bank 3.75 7.26 6.98
Rabobank 4.18 3.72 5.23
ABN Amro 5.65 5.95 7.70
ING 6.36 6.61 7.02
Delta LLoyd 7.03 10.20 6.03
SNS 9.52 9.26 9.31
Average 6.07 7.16 7.05
Study conducted by MeasureWorks for Emerce Efinancials, November 2011

48. Brand iPhone Blackberry Android
Aegon Bank 3.75 7.26 6.98
Rabobank 4.18 3.72 5.23
ABN Amro 5.65 5.95 7.70
ING 6.36 6.61 7.02
Delta LLoyd 7.03 10.20 6.03
SNS 9.52 9.26 9.31
Average 6.07 7.16 7.05
Study conducted by MeasureWorks for Emerce Efinancials, November 2011

49. 4: Native app vs. Mobile web

50. Regular website
How do we engage with our customers?

51. Optimized mobile
Regular website
website
How do we engage with our customers?

52. Optimized mobile Mobile native
Regular website
website application
How do we engage with our customers?

53. Should we just go with our website?

54. IE8: 3.76 sec.
Firefox 4: 3.20 sec.
Measured with webpagetest.org

55. IE8: 3.76 sec. iPhone: 7.75 sec.
Firefox 4: 3.20 sec. Android: 7.09 sec.
Measured with webpagetest.org

56. Mobile site Vs. Native App

57. Mobile site
Latest browser support
Short time to market
No access to certain
native options
Higher level of device
compatibility

58. Native App
One touch startup
Access to native options
Opportunities for
improved performance
Long time to launch / Get
approval

60. New to mobile = Mobile site

61. Places
‣ Efficiency matters
‣ Leave when they’re
bored
‣ Collect feedback
‣ A/B test content for
pages/session, exits

62. Places = Native App

63. Tasks
‣ Effectiveness
matters
‣ Completion,
abandonment
‣ Collect “motivation”
feedback
‣ A/B test layouts for
conversion

64. Task = Mobile site

65. Task = Mobile site
Unless you’re willing to
sponsor Apple

66. 5: Context? Measure and analyse it!

67. Who’s driving?
5: What we need is context!
Context? Measure and analyse it!

68. Who’s driving?
Where is he driving to?
5: What we need is context!
Context? Measure and analyse it!

69. Why like this?
Who’s driving?
Where is he driving to?
5: What we need is context!
Context? Measure and analyse it!

70. Web Analytics can tell you a lot.

73. And it tells you have much money they’ve spend

74. But...

75. What did Could they
vs.
they do? do it?

76. Performance data: Average page load time

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78. Context: Web Performance Analytics

79. Summary

80. “...Mobile Consumers are willing to
trade in functionality, but are not willing to
give up on comfort...”
Gomez Networks, Mobile Performance Research, 2010

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