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@matthewNL Digital Insights & Analytics Manager
@jeroentjepkema Founder & CEO
Content is king, but Experience is your killer feature
Emerce Efinancials, October 31, 2013
Content vs. Experience (Usability, Speed, Responsiveness)
How we perceive experience....
15%-20% worse than in reality
How we perceive experience....
Task completion has positive impact
15%-20% worse than in reality
How we perceive experience....
Task completion has positive impact
Slow downs have more impact
How we perceive experience....
15%-20% worse than in reality
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
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
Consumers visit 18-23 websites before they finally convert
Source: TNS/Nipo
Search/Orientation phase
Perception of experience
1
Experience influence cycle
http://twinkle100.measureworks.nl
Search/Orientation phase Delivered experience
Perception of experience Your website
1 3
5
2
Stimulate conversion
4
http://twinkle100.measureworks.nl
Experience influence cycle
@jeroentjepkema, MeasureWorks
speedI
0Source: Jakob Nielsen
0,3
0Source: Jakob Nielsen
Instantaneous: I like it!
1
0,3
0Source: Jakob Nielsen
Instantaneous: I like it!
Interaction: Let’s conversate...
1
3
0,3
0Source: Jakob Nielsen
Instantaneous: I like it!
Interaction: Let’s conversate...
Mmm, shall I click away?
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
0:00 sec. Conversation
starts
2.5 sec. First reply
0:00 sec. Conversation
starts
2.5 sec. First reply
0:00 sec. Conversation
starts
4.5 sec. Finish
conversation
2.5 sec. First reply
0:00 sec. Conversation
starts
4.5 sec. Finish
conversation
Comfort zone
2.5 sec. First reply
0:00 sec. Conversation
starts
4.5 sec. Finish
conversation
Comfort zone Tolerated
2.5 sec. First reply
0:00 sec. Conversation
starts
4.5 sec. Finish
conversation
Comfort zone Tolerated Frustrated
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?
Speed vs.
design
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
“Being average doesn’t beat the competition”
My website
“The customer isn’t always right, but in the end it is
always about the customer.” !
~ Gordon Bethune
“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
“You get the blame for things that are not your fault”
!
~ User 42 on the Philips Lighting website
“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
M-commerce?
Mobile shopping experience setup....
100 mobile users Mobile browsers only via 3G, no WiFi
Perform 2 tasks: ‣Buy a book ‣Buy a T-shirt
Issue 1: Mobile
readiness
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
Optimized vs Non-optimized
Issue 2: Speed
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
Nexus - Android - 3GTested with webpagetest.org (3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)
Mobile Banking
The mobile user experience…
50 users of ING, ABN and Rabobank
Rate the user experience Select home insurance
There’s an app for that?!
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
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
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
Mobile websites?
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
4% 96%
What’s your preference?
Mobile Banking research: - Focus on task completion - N = 50, users range from 20-65
Recipe for experience
Customer Journey Optimize all your touch
points
Design for the mobile flow
Make it (feel) fast!
And remember…
these are your users
Ask for (continuos)
feedback
Measure the performance of
everyone
If anything else...
…without it, NO focus on
content
Performance is key for
experience
Thanks! More questions?M: [email protected]: @jeroentjepkemaW: www.measureworks.nl
