efinancials 2013 - matthew niederberger & jeroen tjepkema - philips lighting & measureworks

@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: jtjepkema@measureworks.nlT: @jeroentjepkemaW: www.measureworks.nl