MeasureWorks eFinancials - Best practices for a successfull mobile experience v5 (slideshare)
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The document discusses the rapid growth of mobile internet usage, predicting it will surpass desktop usage within 3 to 5 years, and highlights the importance of mobile performance for business success. It emphasizes that companies must focus on user experience, fast loading times, and understanding customer expectations to drive engagement and loyalty. The document concludes with best practices for optimizing mobile strategy, including design focus, competitive analysis, and linking performance to revenue generation.
MeasureWorks eFinancials - Best practices for a successfull mobile experience v5 (slideshare)
- 3. ….more specific: Mobile Experience
- 4. 7 Performance Questions We’re getting mobile
- 5. Mobile will outgrow Desktop within 3-5 years! 2500 2000 1500 Desktop Users Mobile Users 1000 500 0 2007 2008 2009 2010 2011 2012 2013 2014 2015 Morgan Stanley, The Mobile Internet Report, 2010
- 8. 1 Billion expects to generate more than in mobile revenue in 2010 1.5 Billion will double it’s mobile revenue to in 2010 with more than 800.000 users
- 9. 407 People will bank by mobile phone in 2015 Million ABI research, 2010
- 10. Over 80% of all companies interviewed are making plans for mobile products Forrester, Global Mobile Maturity Survey, 2010
- 11. 70% of all companies planning to use mobile to drive customer loyalty Forrester, Global Mobile Maturity Survey, 2010
- 12. 70% of all companies planning to use mobile to drive customer loyalty Only 22% see mobile as a usefull way to generate conversion and drive revenue! Forrester, Global Mobile Maturity Survey, 2010
- 13. Mobile Trivia
- 14. Mobile traffic grew 148 % in 2009
- 15. iPhone users are your best customers
- 17. …Or, maybe not?
- 18. …Over 500.000 iPhones sold in the Netherlands… Source: T-mobile, Q1 2010
- 19. …That’s about 5% of total data subscriptions Source: CBS, Q1 2010
- 20. Since introducting iPhone in USA, checking NASDAQ went up by 40 times, most used while waiting for traffic light
- 22. But, what do your customers think about mobile? Based on ‘Mobile Web Experience Survey by Equation Research, 2010
- 23. 58% of mobile phone users expect websites to load as quickly or faster on their mobile phone, compared to the computer they use at home Equation Research, Mobile Web Experience Survey, 2010
- 24. Reminder:
- 25. 2 is how long customers are willing to wait for a Seconds webpage to load Source: eCommerce Web Site Performance Today, Forrester Consul:ng, 2009
- 26. Slow load 3me is the #1 issue, experienced by almost 75% of all users Equation Research, Mobile Web Experience Survey, 2010
- 27. Followed by 51% who experienced a mobile site which crashed or received an error Equation Research, Mobile Web Experience Survey, 2010
- 29. ..From this viewpoint 34% of all users experience difficulty with viewing content on a mobile screen
- 30. 28% of mobile web users didn’t execute a transaction due to trust and/or security issues SmartRevenue., Mobile Commerce Survey, 2010
- 31. Bad performance impacts brand loyalty!!
- 32. 40% of consumers are likely to click away to the competition after they had trouble accessing your site from their phone Equation Research, Mobile Web Experience Survey, 2010
- 33. And 44% of your visitors will blame your brand first before anything else, after a bad mobile performance Yahoo! Appetite Study, 2010
- 35. Forrester, Global Mobile Maturity Survey, 2010
- 36. End User Experience is not mentioned amongst metrics for mobile success! Forrester, Global Mobile Maturity Survey, 2010
- 37. Jakob’s Law of Internet User Experience: Users spend most of their times on other sites!
- 38. Jakob’s Law of Internet User Experience: Users spend most of their times on other sites! So when they do it better be good!
- 39. Best Practices for a successful Mobile Experience
- 40. 1. Focus your design 1. Design
- 41. Native App?...
- 42. ...or dotMobi?
- 43. 2. Measure from End User’s perspective 2. Measure from the End User’s perspective
- 44. Introducing: Web Application Delivery Chain 3rd Party/ Local ISP Browsers and End-‐Users Cloud Services devices Load Balancers Web Servers Mobile Components App Servers Internet DB Servers Storage Mainframe Network Major Content Delivery Mobile ISP Networks Carrier
- 45. Web Application Delivery Chain 3rd Party/ Local ISP Browsers and End-‐Users Cloud Services devices Load Balancers Web Servers Mobile Is it my (IT) Components App Data Center? Servers Internet DB Servers Storage Mainframe Network Major Content Delivery Mobile ISP Networks Carrier
- 46. Web Application Delivery Chain 3rd Party/ Local ISP Browsers and End-‐Users Cloud Services devices Load Balancers Web Servers Mobile Is it my (IT) Components App It it an ISP or Data Center? the internet? Internet Servers DB Servers Storage Mainframe Network Major Content Delivery Mobile ISP Networks Carrier
- 47. Web Application Delivery Chain 3rd Party/ Local ISP Browsers and End-‐Users Cloud Services devices Load Balancers Web Servers Mobile Is it a 3rd Is it my (IT) Components It it an ISP or App party Data Center? the internet? Internet Servers DB provider? Servers Storage Mainframe Network Major Content Delivery Mobile ISP Networks Carrier
- 48. Web Application Delivery Chain 3rd Party/ Local ISP Browsers and End-‐Users Cloud Services devices Load Balancers Web Servers Mobile Is it a 3rd Is it a Is it my (IT) Components It it an ISP or App party browser or Data Center? the internet? Internet Servers DB provider? device? Servers Storage Mainframe Network Major Content Delivery Mobile ISP Networks Carrier
- 49. Web Application Delivery Chain 3rd Party/ Local ISP Browsers and End-‐Users Cloud Services devices Load Balancers Web Servers Mobile Is it a 3rd Is it a Is it my (IT) Components It it an ISP or App party browser or Manage from the view point of your customer! Data Center? the internet? Internet Servers DB provider? device? Servers Storage Mainframe Network Major Content Delivery Mobile ISP Networks Carrier
- 50. 3. Watch the competition closely
- 51. How fast is fast enough? Dutch Financials Aegon Bank 3.75 sec Rabobank 4.18 sec ABN Amro 5.65 sec Average 6.07 sec ING 6.36 sec Delta Lloyd 7.03 sec SNS 9.52 sec Measured with Gomez Mobile XF
- 52. How fast is fast enough? Dutch Financials US Financials Aegon Bank 3.75 sec Chase 2.41 sec Rabobank 4.18 sec Huntington 2.69 sec ABN Amro 5.65 sec Capital One 2.93 sec Average Keybank 3.41 sec 6.07 sec Average ING 6.36 sec 3.83 sec Delta Lloyd 7.03 sec Wells Fargo 5.65 sec SNS Bank of America 6.23 sec 9.52 sec Measured with Gomez Mobile XF
- 53. 4. Multiple Devices 4. Test mobile diversity
- 54. Performance can differ per device Aegon Bank 3.75 sec Rabobank 4.18 sec ABN Amro 5.65 sec Average 6.07 sec ING 6.36 sec Delta Lloyd 7.03 sec SNS 9.52 sec Measured with Gomez Mobile XF
- 55. Performance can differ per device Aegon Bank 3.75 sec Rabobank 3.72 sec Rabobank 5.23 sec Rabobank 4.18 sec ABN Amro 5.95 sec Delta Lloyd 6.03 sec ABN Amro 5.65 sec ING 6.61 sec Aegon Bank 6.98 sec Average Average 6.07 sec 7.16 sec ING 7.02 sec Average ING 6.36 sec Aegon Bank 7.26 sec 7.05 sec Delta Lloyd 7.03 sec SNS 9.26 sec ABN Amro 7.70 sec SNS 9.52 sec Delta Lloyd 10.20 sec SNS 9.31 sec Measured with Gomez Mobile XF
- 56. Performance can differ per device Aegon Bank 3.75 sec Rabobank 3.72 sec Rabobank 5.23 sec Rabobank 4.18 sec ABN Amro 5.95 sec Delta Lloyd 6.03 sec ABN Amro 5.65 sec ING 6.61 sec Aegon Bank 6.98 sec Average Average 6.07 sec 7.16 sec ING 7.02 sec Average ING 6.36 sec Aegon Bank 7.26 sec 7.05 sec Delta Lloyd 7.03 sec SNS 9.26 sec ABN Amro 7.70 sec SNS 9.52 sec Delta Lloyd 10.20 sec SNS 9.31 sec Measured with Gomez Mobile XF
- 57. Apple iPhone HTC Windows ING ….But also what your customer will see can be different Measured with Gomez Mobile XF
- 58. Apple iPad HTC Android Delta Lloyd ….But also what your customer will see can be different Measured with Gomez Mobile XF
- 59. 5. Watch out for Traffic Jams
- 60. Watch out for Peak Traffic!!
- 61. Watch out for Peak Traffic!!
- 62. 6. Tie performance to conversion
- 63. Online Success requires a complete picture! IT OperaSons: ? Web AnalyScs: System Management Conversion CPU, Memory Pageviews Quality of Service Visitors
- 64. Online Success requires a complete picture! IT OperaSons: Web AnalyScs: System Management Conversion CPU, Memory Pageviews Quality of Service Visitors Web Performance AnalyScs: Assess impact of performance on user behaviour Tie customer sa3sfac3on to quality of delivery Quan3fy revenue risked
- 66. 6 Best Practices! Focus on design Measure from the end user’s perspec3ve Watch the compe33on closely Test Mobile diversity Watch out for traffic jams Tie performance to revenue
- 67. “…Consumers are willing to trade in functionality, but are not willing to give up on comfort…” Gomez Networks, Mobile Performance research, 2010
- 68. Thanks! More questions? M: jtjepkema@measureworks.nl T: @jeroentjepkema W: www.measureworks.nl