MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)

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Information about MIE 2014 - Prepare your mobile user experience for fast conversion...
Technology

Published on February 5, 2014

Author: MeasureWorks

Source: slideshare.net

Description

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.

@jeroentjepkema Founder & CEO

@mauricedacross Manager Mobile @ Bol.com

Can we build it?

Designing mobile into the customer journey?

Desktop vs. Mobile

More vs. Less

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

Tablet?

eCommerce = ( + Tablet ) + Laptop/Desktop Mobile

Mobile impact?

Mobile impact? Your BRAND

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

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

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

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 ?

Building for comfort

#FastDelivery

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"

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

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

Our Need for speed @jeroentjepkema, MeasureWorks

0 Source: Jakob Nielsen

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

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

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

0:00 sec. Conversation starts

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

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

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

Mobile Shopping experiment

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

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

#EasyNavigation

Mobile = Always on?

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

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

- One touch? +

Login or not?

Mobile Search

#Contentdriven

The holy grail in experience is “flow state”

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

Provide relevant content to support task completion...

...deliver it fast, focus on perception!

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

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

That’s not my website?

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

Mobile Advertisement? Flow vs. Intrusive

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

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?

How to prioritize content?

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

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

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

Responsive Design?

Responsive Design? Start with mobile

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

Questions so far?

#MobileContext

Mobile context?

Under time Content pressure Mobile context?

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

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

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

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

Just Remember: Deliver before it turns green!

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

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