MeasureWorks - Multichannel 2013 - Why your users quit your online (mobile) strategy
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The document discusses the critical importance of performance and usability in online and mobile strategies, highlighting that high abandonment rates due to slow page load times can lead to users leaving the site. It presents findings from various experiments and studies that show how perceived performance affects users' willingness to engage and complete tasks on websites and mobile applications. The key takeaway is the necessity of optimizing user experience through fast delivery, relevant content, and understanding user behavior to prevent drop-offs.
MeasureWorks - Multichannel 2013 - Why your users quit your online (mobile) strategy
- 3. Rules of Thumb Why your users will quit your online (mobile) strategy Multichannel 2013, April 24, 2013
- 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#
- 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
- 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
- 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
- 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)
- 54. Optimized for the right screen
- 56. Native app Mobile Web - Landscape Mobile Web - Portrait
- 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..
- 63. Measuring performance? Outside-in, from the user’s perspective...
- 65. With both 3G and WiFi connections
- 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...
- 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