Slides from presentation at Emerce efinancials event. During this session Jeroen Tjepkema, CEO & Founder of MeasureWorks, togehter with Matthew Niederberger, Digital Insights & Analytics Manager at Philips Lighting talk about why user experience and performance are essential in persuading online consumers to buy something on your website. Based on both real data and case studies Matthew and Jeroen will share practical information about the relationship between content and experience and how to implement these at your website.
8. How we perceive experience....
15%-20% worse than in reality
Task completion has positive impact
9. How we perceive experience....
15%-20% worse than in reality
Task completion has positive impact
Slow downs have more impact
10. How we perceive experience....
15%-20% worse than in reality
Task completion has positive impact
Slow downs have more impact
Always compared to past experiences
11. A simple online business model:
Marketing
Conversion Optimization
New
visitors
Search
Tweets
Mentions
ADs seen
Conversion
rate
Growth
Number of
visits
Loss
Bounce
rate
Revenue
Pages per
visit
Time on
site
X
Order
value
19. 3
1
0,3
0
Mmm, shall I click away?
Interaction: Let’s conversate...
Instantaneous: I like it!
Source: Jakob Nielsen
20. 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
37. 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
41. “The customer isn’t always
right, but in the end it is
always about the customer.”
!
~ Gordon Bethune
43. “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
45. “You get the blame for things
that are not your fault”
!
~ User 42 on the Philips Lighting website
47. “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
51. 100
75
50
26
24
25
0
46
44
16
Bol.com Selexyz
Bruna
Other
1. Buy a book
Mobile Only research:
- Task completion: Only use smartphone to buy a book
- N = 100, users range from 20-65
Design
Speed
16
Mobile Readiness
2. Feedback bol.com
16
Other
Design
12
Speed
Mobile Readiness
Other
3. Feedback from different stores
55. Functional issues
reported with
Zalando
50
37,5
Round 1
25
45
42,1
20
12,5
15,4
0
Zalando
HM
7,7
Tom Tailor
4
3,9
V&D
24
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
21
15,4
HM
18
8
V&D
Tom Tailor
Design
Speed
6
Mobile Readiness
Other
60. Mobile satisfaction compared to desktop
80%
74%
77%
Usability
Speed
23%
Design
Content
Satisfaction
Mobile Banking research:
- Focus on task completion
- N = 50, users range from 20-65
61. Mobile satisfaction compared to desktop
80%
74%
77%
Preference per type of task
77%
72%
38%
34%
23%
Design
Content
Usability
Satisfaction
Mobile Banking research:
- Focus on task completion
- N = 50, users range from 20-65
Speed
Check Balance
Transfer
3d Party payments View history
Mobile task
preference
62. Mobile satisfaction compared to desktop
Preference per type of task
Mobile versus Desktop frequency
Mobile
80%
74%
77%
77%
72%
38%
34%
23%
Design
Content
Usability
Satisfaction
Mobile Banking research:
- Focus on task completion
- N = 50, users range from 20-65
Speed
Check Balance
Transfer
3d Party payments View history
Mobile task
preference
Daily
Weekly
2-weekly
Mobile Usage
Monthly