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MeasureWorks - Emerce eFinancials - Content is King, but Experience is your killer feature
@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....
How we perceive experience....
15%-20% worse than in reality
How we perceive experience....
15%-20% worse than in reality
Task completion has positive impact
How we perceive experience....
15%-20% worse than in reality
Task completion has positive impact
Slow downs have more impact
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
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
Consumers visit 18-23 websites before
they finally convert
Source: TNS/Nipo
Experience influence cycle

Search/Orientation phase
1

Perception of experience
http://twinkle100.measureworks.nl
Experience influence cycle

Stimulate
conversion
4

Search/Orientation phase

5

1

Perception of experience
http://twinkle100.measureworks.nl

Delivered
experience
3

2

Your website
I
speed

@jeroentjepkema, MeasureWorks
0

Source: Jakob Nielsen
0,3
0

Instantaneous: I like it!
Source: Jakob Nielsen
1
0,3
0

Interaction: Let’s conversate...

Instantaneous: I like it!
Source: Jakob Nielsen
3
1
0,3
0

Mmm, shall I click away?
Interaction: Let’s conversate...

Instantaneous: I like it!
Source: Jakob Nielsen
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
MeasureWorks - Emerce eFinancials - Content is King, but Experience is your killer feature
MeasureWorks - Emerce eFinancials - Content is King, but Experience is your killer feature
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Comfort zone

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Tolerated

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First reply

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
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
“Being average doesn’t beat
the competition”
MeasureWorks - Emerce eFinancials - Content is King, but Experience is your killer feature
My website
“The customer isn’t always
right, but in the end it is
always about the customer.”
!

~ Gordon Bethune
MeasureWorks - Emerce eFinancials - Content is King, but Experience is your killer feature
“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
MeasureWorks - Emerce eFinancials - Content is King, but Experience is your killer feature
“You get the blame for things
that are not your fault”
!

~ User 42 on the Philips Lighting website
MeasureWorks - Emerce eFinancials - Content is King, but Experience is your killer feature
“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

Perform 2 tasks:
‣Buy a book
‣Buy a T-shirt

Mobile browsers only
via 3G, no WiFi
Issue 1:
Mobile
readiness
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
Optimized vs
Non-optimized
Issue 2:
Speed
MeasureWorks - Emerce eFinancials - Content is King, but Experience is your killer feature
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
Nexus - Android - 3G
Tested 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?!
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
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
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
Mobile
websites?
Desktop

Mobile

81%
71%
56%

62%
34%

42%

37%
22%

Design

Content

Usability

Speed

Design

Task satisfaction Desktop vs. Mobile
Mobile Banking research:
- Focus on task completion
- N = 50, users range from 20-65

Content

Usability

Speed
What’s your preference?

4%
Mobile Banking research:
- Focus on task completion
- N = 50, users range from 20-65

96%
MeasureWorks - Emerce eFinancials - Content is King, but Experience is your killer feature
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...
Performance
is key for

experience

…without it,
NO focus on
content
Thanks! More questions?
M: jtjepkema@measureworks.nl

T: @jeroentjepkema

W: www.measureworks.nl

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