Download - eFinancials 2013 - Matthew Niederberger & Jeroen Tjepkema - Philips Lighting & MeasureWorks
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@matthewNL Digital Insights & Analytics Manager
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@jeroentjepkema Founder & CEO
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Content is king, but Experience is your killer feature
Emerce Efinancials, October 31, 2013
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Content vs. Experience (Usability, Speed, Responsiveness)
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How we perceive experience....
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15%-20% worse than in reality
How we perceive experience....
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Task completion has positive impact
15%-20% worse than in reality
How we perceive experience....
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Task completion has positive impact
Slow downs have more impact
How we perceive experience....
15%-20% worse than in reality
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Always compared to past experiences
Task completion has positive impact
Slow downs have more impact
How we perceive experience....
15%-20% worse than in reality
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X
A simple online business model:
Marketing Conversion Optimization Revenue
New visitors
Bounce rate
Conversion rate
Order value
Growth
Loss
Time on site
Pages per visit
Number of visits
Search Tweets
Mentions ADs seen
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Consumers visit 18-23 websites before they finally convert
Source: TNS/Nipo
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Search/Orientation phase
Perception of experience
1
Experience influence cycle
http://twinkle100.measureworks.nl
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Search/Orientation phase Delivered experience
Perception of experience Your website
1 3
5
2
Stimulate conversion
4
http://twinkle100.measureworks.nl
Experience influence cycle
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@jeroentjepkema, MeasureWorks
speedI
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0Source: Jakob Nielsen
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0,3
0Source: Jakob Nielsen
Instantaneous: I like it!
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1
0,3
0Source: Jakob Nielsen
Instantaneous: I like it!
Interaction: Let’s conversate...
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1
3
0,3
0Source: Jakob Nielsen
Instantaneous: I like it!
Interaction: Let’s conversate...
Mmm, shall I click away?
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10
1
3
0,3Instantaneous: I like it!
Interaction: Let’s conversate...
Mmm, shall I click away?
Only if the task/content is relevant
0Source: Jakob Nielsen
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0:00 sec. Conversation
starts
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2.5 sec. First reply
0:00 sec. Conversation
starts
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2.5 sec. First reply
0:00 sec. Conversation
starts
4.5 sec. Finish
conversation
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2.5 sec. First reply
0:00 sec. Conversation
starts
4.5 sec. Finish
conversation
Comfort zone
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2.5 sec. First reply
0:00 sec. Conversation
starts
4.5 sec. Finish
conversation
Comfort zone Tolerated
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2.5 sec. First reply
0:00 sec. Conversation
starts
4.5 sec. Finish
conversation
Comfort zone Tolerated Frustrated
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The holy grail in experience is “flow state”
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Flow is an “optimal experience”
that is “intrinsically enjoyable”
“”
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Provide relevant content to support task completion
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Deliver it fast, focus on perception
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http://www.nytimes.com/2012/08/19/opinion/sunday/why-waiting-in-line-is-torture.html?pagewanted=all&_r=0
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http://answers.yahoo.com/question/index?qid=1005081200005
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That’s not my website?
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Speed vs.
design
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0
25
50
75
100
1 2 3 4 5
Slow Average Fast
% o
f res
pond
ents
that
rate
d th
e ac
tual
web
site
spee
d
Design score (1=bad - 5=beautiful)
Over 60% of people that experienced a slow website ranked design 2 points lower compared to a fast experience
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“Being average doesn’t beat the competition”
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My website
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“The customer isn’t always right, but in the end it is
always about the customer.” !
~ Gordon Bethune
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“You’re more likely to miss stuff just because it takes a long time to scroll
down the page” !
~ User 56A on the MeetHue.com website
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“You get the blame for things that are not your fault”
!
~ User 42 on the Philips Lighting website
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“Their website doesn’t have to be perfect. I’m buying a product, not a website.
!
Although, that being said, a nice clean website really makes me want to buy this product over a
competitor” !
~ User 36G on the MeetHue.com website
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M-commerce?
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Mobile shopping experience setup....
100 mobile users Mobile browsers only via 3G, no WiFi
Perform 2 tasks: ‣Buy a book ‣Buy a T-shirt
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Issue 1: Mobile
readiness
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0
25
50
75
100
Bol.com Selexyz Bruna Other
1. Buy a book 2. Feedback bol.com 3. Feedback from different stores
161624
44
Design Speed Mobile Readiness Other
12
46
2616
Design Speed Mobile Readiness Other
Mobile Only research: - Task completion: Only use smartphone to buy a book - N = 100, users range from 20-65
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Optimized vs Non-optimized
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Issue 2: Speed
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0
12,5
25
37,5
50
Zalando HM V&D Tom Tailor
3,97,715,4
42,1
1. Buy a T-shirt 2. Feedback
4
45
2420
Design Speed Mobile Readiness Other
0
10
20
30
40
Zalando HM V&D Tom Tailor
8
34
15,412 618
54
21
Design Speed Mobile Readiness Other
Round 1
Round 2
Functional issues reported with
Zalando
Mobile Only research: - Task completion: Only use smartphone to buy a book - N = 100, users range from 20-65
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Nexus - Android - 3GTested with webpagetest.org (3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)
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Mobile Banking
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The mobile user experience…
50 users of ING, ABN and Rabobank
Rate the user experience Select home insurance
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There’s an app for that?!
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Satisfaction
Mobile satisfaction compared to desktop
Design Content Usability Speed
77%80%
23%
74%
Mobile Banking research: - Focus on task completion - N = 50, users range from 20-65
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Preference per type of task
Check Balance Transfer 3d Party payments View history
72%
34%38%
77%
Satisfaction Mobile task preference
Mobile satisfaction compared to desktop
Design Content Usability Speed
77%80%
23%
74%
Mobile Banking research: - Focus on task completion - N = 50, users range from 20-65
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Mobile versus Desktop frequency
Daily Weekly 2-weekly Monthly
Preference per type of task
Check Balance Transfer 3d Party payments View history
72%
34%38%
77%
Mobile Usage
Mobile satisfaction compared to desktop
Design Content Usability Speed
77%80%
23%
74%
Mobile Banking research: - Focus on task completion - N = 50, users range from 20-65
Mobile
Satisfaction Mobile task preference
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Mobile websites?
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Desktop
Design Content Usability Speed
62%56%
71%81%
Mobile
Design Content Usability Speed
42%
22%
37%34%
Task satisfaction Desktop vs. MobileMobile Banking research: - Focus on task completion - N = 50, users range from 20-65
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4% 96%
What’s your preference?
Mobile Banking research: - Focus on task completion - N = 50, users range from 20-65
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Recipe for experience
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Customer Journey Optimize all your touch
points
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Design for the mobile flow
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Make it (feel) fast!
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And remember…
these are your users
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Ask for (continuos)
feedback
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Measure the performance of
everyone
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If anything else...
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…without it, NO focus on
content
Performance is key for
experience
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Thanks! More questions?M: [email protected]: @jeroentjepkemaW: www.measureworks.nl