Más contenido relacionado MeasureWorks - Digital Marketing Life - Turn Visitors into Consumers3. Building the User Experience that lasts
5 ways to challenge your developers
Digital Marketing Live,
21-22 March 2012
12. Why did customers drop off?
‣Price
‣Functional errors?
‣Performance issues?
What’s the business impact?
‣Lost customers?
‣Revenue risked?
‣In Euros?
15. “”
(Mobile) Consumers are willing to
trade in functionality, but are not
willing to give up on comfort
Ovum Research, 2011
22. Organic Search
Campaigns
Ad Network
Transactional site
Visitor
Offer
€"
Abondenment)
Upselling
Reach
Purchase step 1
€"
Purchase step 2
€"
Mailing,
alerts,
€" promotions
Conversion
€"
Disengagement) Enrolment
Impact)on)site)
€" Negative €" Positive
24. €"
Media site
Enrolment
Targeted
€"
embedded add
Add Network
Visitor
€"
€"
Advertiser site
Departure(
Impact(on(site(
€" Negative €" Positive
26. Immediancy
From: How to maximize Mobile Website & Application ROI, Gomez/Forrester webinar, Dec. 15 2010
27. Immediancy Simplicity
From: How to maximize Mobile Website & Application ROI, Gomez/Forrester webinar, Dec. 15 2010
28. Immediancy Simplicity Context
From: How to maximize Mobile Website & Application ROI, Gomez/Forrester webinar, Dec. 15 2010
36. Desktop
iPad
iPhone
The good....
44. Just a 7%
1-second loss in
delay conversion
45. Just a 7% 11%
1-second loss in fewer
delay conversion page views
46. Just a 7% 11% 16% decrease
1-second loss in fewer in customer
delay conversion page views satisfaction
48. Abandonment"Rate"Across"200+"Sites"/"177+"Million"Page"Views"
Over"2"weeks"/"All#Browsers#vs.#iPhone#Safari#
30"
25"
Abandonment"Rate"(%)"
20" Abandonment*Rate*,*
All*Browsers*
15"
Abandonment*Rate*,*
iPhone*Safari*
10"
5"
0"
0" 1" 2" 3" 4" 5" 6" 7" 8" 9" 10" 11" 12" 13" 14" 15"
Page"Load"Time"Band"(sec.)"
Source: Gomez real user monitoring
50. 5
4
3
2
1
0
Desktop Mobile
Source: Strangeloopnetworks.com & Compuware: Engaging the tablet user; What to expect from web sites?
51. 5
4
3
2
1
0
Desktop Tablet Mobile
Source: Strangeloopnetworks.com & Compuware: Engaging the tablet user; What to expect from web sites?
53. Less likely to visit site again 49%
Visit competitor? 46%
Brand impact? 28%
Tell others? 21%
Contact Customer Service? 16%
Source: Compuware - Engaging the tablet user; What to expect from web sites?
54. Less likely to visit site again 49%
Visit competitor? 46%
Brand impact? 28%
Tell others? 21%
Contact Customer Service? 16%
Source: Compuware - Engaging the tablet user; What to expect from web sites?
55. Would you retry?
0x
1x 2x 3x 4x
6% 24% 46% 17% 7%
Source: Engaging the tablet user; What to expect from web sites?
58. Internet Explorer 8:
3,78 sec.
Firefox 4:
2,54 sec.
Chrome 8:
2,54 sec.
Safari 4:
2,64 sec.
Measured via webpagetest.org
61. IE8: 5.73 sec. iPhone: 9.37 sec.
Chrome: 2.54 sec. Android: 9.33 sec.
Measured with webpagetest.org
64. 0
2
4
6
8
10
12
14
16
18
7/
1 0/
11
9/
1 0/
11
11
/10
/1
1
m.ohra.nl
13
/10
/1
1
15
/10
/1
1
17
/10
/1
1
19
/10
/1
1
21
/10
/1
1
23
/10
/1
1
25
/10
/1
1
26
/ 10
/1
1
65. 0
2
4
6
8
10
12
14
16
18
7/
1 0/
11
9/
1 0/
11
11
/10
/1
1
m.ohra.nl
No 3d Party
13
/10
/1
1
15
/10
/1
1
17
/10
/1
1
19
/10
/1
1
21
/10
/1
1
23
/10
/1
1
25
/10
/1
1
26
/ 10
/1
1
67. 6
5
3
2
0
25-10 26-10 27-10 28-10 29-10 30-10 31-10
MoneYou
ING
IEX
Binck
Alex
Baseline: Desktop ABN Amro
68. 6
5
3
2
2 second threshold before abandonment
0
25-10 26-10 27-10 28-10 29-10 30-10 31-10
MoneYou
ING
IEX
Binck
Alex
Baseline: Desktop ABN Amro
69. 9
8,9
8,5
8
7,9
7
Page Load Time (sec.)
6
5 4,6 4,6 4,8
4 3,7 3,8
3,5
3
3
2,3 2,3
2 1,8
2
1,2 1,3
1
0,9
0,6
0
MoneYou ING IEX Binck Alex ABN Amro
Desktop
Mobile
Multi Channel Experience
Native
88. Good
gone BAD!
campaign
93. Source: John Allspaw, Flickr.com
IT:
What you have left
Business:
What do you need?
....know what your limits are
94. Source: John Allspaw, Flickr.com
IT:
What you have left
Capacity
Planning
Business:
What do you need?
....know what your limits are
95. Web%traffic%%(Pageviews)!
1.000.000!
1.200.000!
200.000!
400.000!
600.000!
800.000!
0!
Mei;09!
jun;09!
jul;09!
aug;09!
sep;09!
okt;09!
nov;09!
dec;09!
jan;10!
feb;10!
mrt;10!
apr110!
mei10!
jun;10!
jul;10!
aug;10!
sep;10!
okt;10!
nov;10!
dec;10!
Jan;11!
feb;11!
Max.%number%of%pageviews%per%hour%!
mrt;11!
apr;11!
Christmas/EOY%
mei;11!
MAX!capacity!
Safety!capacity!
Traffic!Realized!
Traffic!Forecast!
jun;11!
jul;11!
aug;11!
sep;11!
okt;11!
Capacity planning
nov;11!
dec;11!
102. Accounting:
Web Analytics = What did
they do?
Context:
Performance Analytics = Could they
do it?
108. 0,00%
2,00%
4,00%
6,00%
8,00%
01
-1
1-
11
02
-1
1-
11
03
-1
1-
11
04
-1
1-
11
05
-1
1-
11
06
-1
1-
11
07
-1
1-
11
08
-1
1-
11
09
-1
1-
11
10
-1
1-
11
11
-1
1-
11
12
-1
1-
11
13
-1
1-
11
14
-1
1-
11
15
-1
1-
11
16
-1
Conversion rate
1-
11
17
-1
1-
11
18
-1
1-
11
Availability
19
-1
1-
11
20
-1
1-
11
21
-1
1-
11
Conversion rate vs. Availability
22
-1
1-
11
23
-1
1-
11
24
-1
1-
11
25
-1
1-
11
26
-1
1-
11
27
-1
1-
11
28
-1
1-
11
29
-1
1-
11
30
-1
1-
11
90,0%
92,0%
94,0%
96,0%
98,0%
100,0%
109. 0,00%
2,00%
4,00%
6,00%
8,00%
0,00%
0,50%
1,00%
1,50%
01 01
-0 -1
1- 1-
12 11
02 02
-0 -1
1- 1-
12 11
03 03
-0 -1
1- 1-
12 11
04 04
-0 -1
1- 1-
12 11
05 05
-0 -1
1- 1-
12 11
06
-0 06
1- -1
12 1-
11
07
-0 07
1- -1
12 1-
11
08
-0 08
1- -1
12 1-
11
09
-0 09
1- -1
12 1-
11
10
-0 10
1- -1
12 1-
11
11
- 01 11
-1 -1
2 1-
11
12
-0 12
1- -1
12 1-
11
13
-0 13
1- -1
12 1-
11
14
-0 14
1- -1
12 1-
11
15
-0 15
1-
12 -1
1-
11
16
Conversion rate
-0 16
1-
-1
Conversion rate
12
1-
11
17
-0
1- 17
12 -1
1-
11
18
-0
1- 18
12 -1
1-
11
19
-0
Availability
1- 19
12 -1
loadtime (in sec)
1-
11
20
-0
1- 20
12 -1
1-
11
21
-0
1- 21
12 -1
1-
11
22
Conversion rate vs. Availability
-0
Conversion rate vs. Performance
1- 22
12 -1
1-
11
23
-0
1- 23
12
-1
1-
11
24
-0
1- 24
12
-1
1-
25 11
-0
1-
12 25
-1
1-
26 11
-0
1-
12 26
-1
1-
27 11
-0
1-
12 27
-1
1-
28 11
-0
1-
12 28
-1
1-
29 11
-0
1-
12 29
-1
1-
30 11
-0
1-
12 30
-1
1-
31 11
-0
1-
12
90,0%
92,0%
94,0%
96,0%
98,0%
0,0
1,0
2,0
3,0
4,0
5,0
6,0
100,0%
110. 0,00%
2,00%
4,00%
6,00%
8,00%
0,00%
0,50%
1,00%
1,50%
0
200.000
400.000
600.000
800.000
1.000.000
1.200.000
1.400.000
01 01
01 -0 -1
-0 1- 1-
6- 12 11
11
02 02
02 -0 -1
-0 1- 1-
6- 12 11
11
03 03
03 -0 -1
1- 1-
-0 12 11
6-
11
04 04
-0 -1
04 1- 1-
-0 12 11
6-
11
05 05
-0 -1
05 1- 1-
-0 12 11
6-
11
06
-0 06
06 1- -1
12 1-
-0 11
6-
11 07
-0 07
1- -1
07 12 1-
-0 11
6-
11 08
-0 08
1- -1
08 12 1-
-0 11
6-
11 09
-0 09
1- -1
09 12 1-
-0 11
6-
11 10
-0 10
1- -1
10 12 1-
-0 11
6-
11 11
- 01 11
-1 -1
11 2 1-
11
- 06
-1 12
1 -0 12
1- -1
12 1-
12 11
-0
6- 13
11 -0
1- 13
12 -1
1-
13 11
-0
6- 14
11 -0 14
1- -1
12 1-
14 11
-0 15
6-
11 -0 15
1-
12 -1
1-
Pageviews
15 11
-0 16
Conversion rate
6- -0
11 1- 16
-1
Conversion rate
12
1-
16 11
-0 17
6- -0
11 1- 17
12 -1
1-
17 11
-0 18
6-
11 -0
1- 18
12 -1
1-
18 11
-0 19
-0
Availability
6-
loadtime (in sec.)
11 1- 19
12 -1
loadtime (in sec)
1-
19 11
-0 20
6- -0
11 1- 20
12 -1
1-
20 11
-0 21
6- -0
1- 21
Pageviews vs. Performance
11 12 -1
1-
11
21 22
Conversion rate vs. Availability
-0 -0
6-
Conversion rate vs. Performance
1- 22
11 12 -1
1-
11
22 23
-0 -0
6- 1- 23
11 12
-1
1-
11
23 24
-0 -0
6- 1- 24
11 12
-1
1-
25 11
24 -0
-0 1-
6- 12 25
11 -1
1-
26 11
25 -0
-0 1-
6- 12 26
11 -1
1-
27 11
26 -0
-0 1-
6- 12 27
11 -1
1-
28 11
27 -0
-0 1-
6- 12 28
11 -1
1-
29 11
28 -0
-0 1-
6- 12 29
11 -1
1-
30 11
29 -0
1-
-0 12 30
6-
11 -1
1-
31 11
-0
30 1-
-0 12
6-
11
90,0%
92,0%
94,0%
96,0%
98,0%
0,0
1,0
2,0
3,0
4,0
5,0
6,0
100,0%
0
1
2
3
4
5
116. Make it fast,
Easy to use,
Across all the devices
5 ways to challenge your developers
117. Make it fast,
Easy to use,
Across all the devices
For all your visitors
5 ways to challenge your developers
118. Make it fast,
Easy to use,
Across all the devices
For all your visitors
And measure the
end user experience
5 ways to challenge your developers
121. Luke Wroblewski: Mobile First
Ethan Marcotte: Responsive Web Design
Estelle Whyle: http://www.standardista.com h
Or visit our stand to test
your (mobile) website live
125. Mobile Only generation
Mobile"Internet"Users"Who"Never"or"Infrequently"Use"the"Desktop"Internet"
80%$
70%$
70%$
59%$ 57%$
%"Mobile"Browsers"
60%$ 55%$ 54%$
50%$
50%$ 44%$
40%$ 32%$ 30%$
30%$ 25%$
22%$ 19%$
20%$
10%$
0%$
Egypt$ India$ South$ Ghana$ Kenya$ Nigeria$ Indonesia$Thailand$ China$ US$ UK$ Russia$
Africa$