Mobile Web Stress: Understanding the Neurological Impact of Poor Performance
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The document discusses the significant impact of mobile web performance on user experience and brand perception, highlighting that poor performance can lead to increased 'web stress' and negative brand associations at a neurological level. It presents findings from a study that explored how a mere 500ms delay in page loading can affect emotional engagement and consumer intent, emphasizing that slow websites can undermine brand health and overall sales. The study's results indicate a clear opportunity for brands to invest in performance optimization to enhance user experience and maintain positive brand perception.
![Sources
Web Stress: A Wake-Up Call for European Business (Foviance, 2010) http://www.ca.com/us/~/media/files/supportingpieces/final_webstress_survey_report_229296.aspx
2013 Social & Mobile Commerce Consumer Report (Shop.org / comScore)
http://shop.org/research/original/2013-social-mobile-commerce-consumer-report
2012 Mobile User Survey (Keynote)
http://www.keynote.com/docs/reports/Keynote-2012-Mobile-User-Survey.pdf
2013 State of the Union: Mobile Ecommerce Performance (Radware)
http://www.radware.com/mobile-sotu2013/
The Danger of a Poor Mobile Shopping Experience [INFOGRAPHIC]
http://www.getelastic.com/the-danger-of-a-poor-mobile-shopping-experience-infographic/
Case study: The impact of HTML delay on mobile business metrics (Web Performance Today, November 2011)
http://www.webperformancetoday.com/2011/11/23/case-study-slow-page-load-mobile-business-metrics/
Slide 59](https://image.slidesharecdn.com/radwarevelocity-conference-mobile-stresstammy-everts-140624153609-phpapp01/85/Mobile-Web-Stress-Understanding-the-Neurological-Impact-of-Poor-Performance-59-320.jpg)
Mobile Web Stress: Understanding the Neurological Impact of Poor Performance
- 1. Mobile Web Stress Understanding the neurological impact of poor web performance Tammy Everts @tameverts
- 2. Slide 2
- 3. Slide 3
- 4. Slide 4 1Why care about mobile web performance? 2Why neuroscientific mobile testing? 3What is emotional engagement research? 4How did we perform our study? 5What kinds of insights did we gain?
- 5. It’s a mobile-first world.
- 6. Slide 6 eMarketer, June 2014
- 7. Slide 7 55% of all time spent on retail sites takes place on a mobile device. comScore, October 2013
- 8. Slide 8
- 9. Slide 9 Stuart McMillan, Schuh’s Journey to RWD (Conversion Conference 2013)
- 10. Slide 10 By 2017, retail mcommerce is expected to hit $113 billion – 26% of total ecommerce sales. eMarketer, September 2013
- 11. Keynote, 2012 Mobile User Survey Slide 11
- 12. Slide 12
- 13. Mobile shopping cart abandonment rate is 39% greater than desktop rate. 2013 Google I/O Slide 13
- 14. Slide 14 Case study: The impact of HTML delay on mobile business metrics
- 15. Skava/Harris Interactive, 2013 Slide 15
- 16. Two things are slowing down your site for mobile (and they’re completely beyond your control). Latency – can range from 35 milliseconds to 350+ milliseconds per resource (e.g. images, CSS files) Connection – 3G can be up to 15 times slower than broadband Slide 16
- 17. RWD is awesome, but it *can* come with performance penalties. Slide 17
- 18. Why neuroscientific mobile testing? Slide 18
- 19. Slide 19 •2010 EEG study of desktop users •Throttled connection from 5MB to 2MB •Found that participants had to concentrate up to 50% harder •Afterward, participants reported negative brand associations
- 20. “95% of the consumer’s decisions are made at the subconscious level.” Dr. Gerald Zaltman, Harvard University Executive Committee of Harvard University’s Mind, Brain and Behavior Interfaculty Initiative Slide 20
- 21. Slide 21
- 22. Slide 22
- 23. The problem with surveys… Traditional research relies on eliciting post-cognitive responses. But thinking and talking about emotions changes and distorts them. Slide 23
- 24. Slide 24 Simplified cognitive timeline
- 25. Five benefits of neuroscientific testing 1 Evaluates think/feel (not say) 2 Quantified data 3 Moment-by-moment interaction 4 Cause-and-effect triggers 5 Fresh, deeper insights Slide 25
- 26. EEG Emotional Engagement Study: How We Did It
- 27. Our research team Seren – leaders in customer experience & service design NeuroStrata – expert consultants in blending neuromarketing applications Neurosense – global leader in implicit methodologies Slide 27
- 28. The brands we tested Slide 28
- 29. Our test subjects •24 participants (12 male and 12 female) •Pre-screened to ensure normal cognitive functioning •Experienced mobile device users •Did not know they were part of a performance study Slide 29
- 30. Methodology •Standardized set of shopping tasks (browsing and checkout) •Testers served sites over one of two speeds: –normal Wifi –artificial 500ms delay •Using EEG headset and eyetracker, measured moment- by-moment responses Slide 30
- 31. Slide 31
- 32. Slide 32 Why test a 500ms delay? Case study: The impact of HTML delay on mobile business metrics
- 33. 500ms delay: Peak frustration results Slide 33
- 34. 500ms delay: Average engagement results Slide 34
- 35. Impact of site speed on post-test brand association Slide 35
- 36. If pages aren’t fast, everything suffers. Content “boring” Visual design “tacky” and “confusing” Navigation “frustrating” and “hard-to-navigate” Slide 36
- 37. Slide 37
- 38. Bonus Study: Implicit Response Test The effect of loading speed on brand perception
- 39. We react faster to congruent stimuli than incongruent stimuli. Slide 39
- 41. Two-part methodology 1Pre-test 2Test Slide 41
- 42. Slide 42 Implicit pre-test Two brands – Easyjet and Ryanair – were measured against 24 attributes.
- 43. Slide 43
- 44. Slide 44
- 45. Slide 45
- 46. Implicit pre-test: Brand mapping Slide 46
- 47. Implicit pre-test: Purchase intent Slide 47
- 48. Implicit test 1Participants then viewed one of two videos depicting a flight selection/booking process: •Normal •Slow (500ms delay per page) 2Each brand is measured again against the same 24 attributes. 3Difference between normal and slow indicates effect of speed on brand perception. Slide 48
- 49. EasyJet: Impact of 500ms slowdown on each dimension Slide 49
- 50. EasyJet: Impact of 500ms slowdown on each attribute Slide 50
- 51. Ryanair: Impact of 500ms slowdown on each dimension Slide 51
- 52. Ryanair: Impact of 500ms slowdown on each attribute Slide 52
- 53. Slide 53 Brand perception summary •500ms delay triggered downward shift in perception for both companies. •Overall, EasyJet enjoyed a more positive brand perception. Therefore the impact on EasyJet was greater than on Ryanair. •Impact varied across attributes for each brand: –EasyJet site suffered more in Purchase Intent and Functional attributes. –Ryanair suffered more in Warmth/Friendliness dimensions.
- 54. Slide 54
- 55. Takeaways
- 56. 1Slower web performance has a clear, measurable impact on people at a neurological level. 2People feel “web stress” even when shopping under ideal conditions. 3Slow sites can seriously undermine overall brand health. 4The nature and scale of impact varies, depending on a number of factors (e.g. inherent strength/weakness of brand). 5Greatest risk is to purchase intent. 6Excellent opportunities to strengthen overall brand by investing in performance optimization. Slide 56
- 57. Slide 57
- 59. Sources Web Stress: A Wake-Up Call for European Business (Foviance, 2010) http://www.ca.com/us/~/media/files/supportingpieces/final_webstress_survey_report_229296.aspx 2013 Social & Mobile Commerce Consumer Report (Shop.org / comScore) http://shop.org/research/original/2013-social-mobile-commerce-consumer-report 2012 Mobile User Survey (Keynote) http://www.keynote.com/docs/reports/Keynote-2012-Mobile-User-Survey.pdf 2013 State of the Union: Mobile Ecommerce Performance (Radware) http://www.radware.com/mobile-sotu2013/ The Danger of a Poor Mobile Shopping Experience [INFOGRAPHIC] http://www.getelastic.com/the-danger-of-a-poor-mobile-shopping-experience-infographic/ Case study: The impact of HTML delay on mobile business metrics (Web Performance Today, November 2011) http://www.webperformancetoday.com/2011/11/23/case-study-slow-page-load-mobile-business-metrics/ Slide 59
- 60. Slide 60 Questions? Tammy Everts @tameverts tammye@radware.com webperformancetoday.com