5 tips for delivering killer online experiences presented by Gomez

Copyright © 2010 Temkin Group. All Rights Reserved

Matt PoepselVP, Performance Strategies

Gomez Division

Bruce TemkinManaging PartnerTemkin Group

Building Superior Online

ExperiencesBruce Temkin

Customer Experience Transformist

& Managing Partner

TEMKIN GROUP

August 11, 2010


The core insight

“Do what you do so well

that they will want to

see it again and bring

their friends.”- Walt Disney


Agenda

• The state of customer experience

• Elements of a great online experience

• Key trends

4


Rate the overall customer experience

that your company delivers

0%

1%

9%

26%

28%

25%

8%

3%

The worst in our industry

Considerably below …

Slightly below average …

Average for our industry

Slightly above average …

Considerably above …

The best in our industry

Better than all …

11%

Base: 140+ North American Companies with $500+ million in annual revenuesSource: Temkin Group May 2010 Survey


Rate the overall customer experience

that your company delivers

0%

1%

9%

26%

28%

25%

8%

3%

The worst in our industry

Considerably below …

Slightly below average …

Average for our industry

Slightly above average …

Considerably above …

The best in our industry

Better than all …

11%What’s your

goal on three

years?

65%



How many companies regularly

“delight” their customers?

In-person

On the phone

Online

In-person

On the phone

Online

In-person

On the phone

Online

Researching a new

product or service…

Buying/applying for a

new product or service…

Getting customer service help…





8

26%

35%

26%

35%

36%

36%

In-person

On the phone

Online

In-person

On the phone

Online

In-person

On the phone

Online

Researching a new









9

18%

26%

35%

20%

26%

35%

16%

36%

36%

In-person

On the phone

Online

In-person

On the phone

Online

In-person

On the phone

Online

Researching a new







Agenda



• Key trends

10


SLICE-B: The key to online experiences

11

Start Locate Interact Complete End

Brand Coherence


It’s all about the visitor’s perspective

12

Description of visitor:Who is s/he?

What does s/he know about the topic?How comfortable is s/he online?

Goal of visitor:Who is s/he?

What is s/he trying to accomplish


SLICE-B: Start

13






• Welcoming: Is it immediately clear to visitor that s/he

will be able to accomplish the goal?

• Beginning: Is there a clear path(s) to begin the

process?


SLICE-B: Locate

14






• Findable: Is it easy to find what’s needed?

• Available: Is all of the information available when and

where it’s needed?


SLICE-B: Interact

15






• Easy to use: Is it easy to do what s/he wants to do?

• Understandable: Is it easy to understand all of the

information?


SLICE-B: Complete

16






• Success: Can s/he accomplish what she wants to do?

• Feedback: Was there clear feedback that s/he

succeeded?


SLICE-B: End

17






• Next steps: Is it clear what to do next; even across

channels?

• Additional goals: Is it easy to start net goals?


SLICE-B: Brand Coherence

18






Brand Coherence

• Brand values: Are brand values reinforced across the

experience?

• Brand consistency: Are branding elements

consistent across the experience?


Make sure your online experiences

deliver all of SLICE-B elements

19

Start

Locate

Interact

Complete

End

Brand

Welcoming

Beginning

Findable

Available

Easy to use

Understandable

Success

Feedback

Next steps

Additional goals

Brand values

Brand consistency

✔✔

✔✔

✔✔

✔✔

✔✔

✔✔


Agenda



• Key trends

20


Key trends shifting online experiences

• Search engines

– Home pages are no longer the starting points

21



• Search engines

• Personalization

– More processing and rendering of custom content

22



• Search engines

• Personalization

• Content aggregation

– Pulling content from multiple sites across the network

and creating mash-ups

23



• Search engines

• Personalization


• Multimedia

– More video and interactive elements throughout the

experience

24



• Search engines

• Personalization


• Multimedia

• Social

– Sharing and commenting will get integrated

throughout many experiences

25



• Search engines

• Personalization


• Multimedia

• Social

• Mobile

– Content needs to be rendered for different devices

and become relevant to their location

26



• Search engines

• Personalization


• Multimedia

• Social

• Mobile

27


What are the significant obstacles to

your customer experience efforts?




12%

18%

27%

27%

27%

31%

31%

49%

50%

52%

71%

The wrong organization is leading

The wrong people are leading

Unclear understanding of customers

Lacking commitment from snr execs

Lacking important skills in the org

Lacking leadership for customer exper.

Lacking incentives and rewards

Limited funding

Conflict across internal organizations

Lacking clear customer exper. strategy

Other competing priorities





12%

18%

27%

27%

27%

31%

31%

49%

50%

52%

71%

The wrong organization is leading

The wrong people are leading

Unclear understanding of customers

Lacking commitment from snr execs

Lacking important skills in the org

Lacking leadership for customer exper.

Lacking incentives and rewards

Limited funding

Conflict across internal organizations

Lacking clear customer exper. strategy

Other competing priorities


It’s time to make your online experience

a top priority…So people will come back

and bring their friends


Thank you!

31

Bruce TemkinCustomer Experience Transformist& Managing Partner

TEMKIN GROUPwww.temkingroup.com

Email: [email protected]: 617/916-2075Twitter: @btemkinBlog: Customer Experience Matters

(experiencematters.wordpress.com)

Matt PoepselVP, Performance Strategies

Gomez Division

Website speed impacts page abandonment

-8%

-25%

-33%-38%

-40

-35

-30

-25

-20

-15

-10

-5

0

5

10

2 secs 4 secs6 secs 8 secs

Performance improvement (seconds)

Percentage change in page abandonment

Source: Gomez data, page abandonment data across more than 150 websites and 150 million page views

1) Benchmark the Competition

Industry Response

Time (sec)

Availability

Retail 2.31 99.88%

Banking 3.30 99.85%

Media 4.98 99.88%

Travel -

Airlines

3.55 99.90%

Source: Gomez November 2009 U.S. Benchmark Data

How does your Website performance compare – to the competition and to the best?

All industries

aren’t the sameHow do you rank?

2) Optimize site performance for all customers

Atlanta

3.4 Seconds

New York

2.7 Seconds

Chicago

4.1 Seconds

Dallas

4.3 Seconds

Los Angeles

6.8 Seconds

San Francisco

8.2 Seconds

Company Headquarters

3) Optimize your site for your customers’ key browsers

Top browser versions in North America from May 09 to June 10

Source: http://gs.statcounter.com

0

5

10

15

20

25

30

35

40

45

%

IE 8.0

IE 7.0

Firefox 3.5

Firefox 3.6

Firefox 3.0

IE 6.0

Safari 4.0

Chrome 4.0

Chrome 5.0

Browsers have difference performance characteristics

Browser Version Raw performance

(sec)

Perceived performance

(sec)

Microsoft IE 6 12.4 10.0

7 10.2 7.8

8 7.9 5.7

Firefox3 5.7 3.1

2 6.7 4.3

Safari

All 2.3 1.9

Chrome

All 2.4 2.4

Source: Gomez Real-User Monitoring, U.S. Broadband users, 160 M pages over 30 days, across numerous customers

http://little-fr34k.deviantart.com/art/Google-Chrome-Dock-Icon-96826959

4) Improve mobile site performance

58% of mobile phone users expect websites to load as quickly, almost as quickly or faster on their mobile phone, compared to the computer they use at home1

Source: Among adults who accessed the internet with a mobile phone in the past 12 months (n=1,001). “Gomez Mobile Web Experience Survey”, Equation Research, October 2009

Optimized Not Optimized

Ad Network

Site Search

Streaming Data

5) Make sure third parties aren’t impacting performance

Content Delivery

Network

With 3rd Parties

-140% Slower

-90% More Objects

Web Analytics

5 Tips for Creating Killer Experiences

1. Benchmark – compare to your competitors and the top performers.

2. Make your site is fast enough for all customers – no matter where they live.

3. Optimize your site for the key browsers your customers use.

4. Improve the performance of your mobile sites and applications.

5. Evaluate third party technologies and ensure they’re not impacting your customers’ experiences.

The Web Application Delivery Chain

The Challenge of Ensuring Quality Web Experiences

Zone of customer expectationZone of customer expectation

Systems management

tools: “OK”

…user is NOT happy

Zone of customer expectationZone of customer expectationTraditional zone of controlTraditional zone

of control

MajorISP

Local ISP

Mobile Carrier

Internet

Content DeliveryNetworks

3rd Party/Cloud Services

Browsers and devices UsersUsers

Storage

Web Servers

App Servers

DB Servers

Mainframe

Load Balancers

Mobile Components

Network

Gomez Network: The World’s Most Comprehensive Performance and Testing Network

Web Performance Management and

Load Testing 150+ locations

Backbone

Cross-Browser Testing 500+ browser/OS combo’s5,000+ supported devices

Virtual Test Bed

Web Performance Management and

Load Testing 150,000+ locations

Gomez Last Mile Your Actual Users

Real User MonitoringWorldwide, wherever

your users are

Questions?

Gomez is here to help…

What are Website delays costing

your business?

Use the Gomez custom benchmark

tool to compare your performance

with the competition:

http://www.gomez.com/my-benchmark

Some of Our Customers

http://www.gomez.com/my-benchmark/



Documents

5 tips for delivering killer online experiences presented by Gomez