Your working hard with your marketing program to get more traffic to your website and other online products. But you don't see an significant improvement in conversion and/or brand loyalty. The trouble nowadays with these consumers is they are no longer to be considered as 'page views', 'bouncers' or 'returning visitors'. They are individuals and want to be treated as such. When they do visit your online service, a good experience will be key to convert visitors into buyers. Adapting to these changes and delivering the right end user experience will become the challenge for the coming years. This presentation covers 5 simple questions to challenging your development team to build a great user experience.

2. @jeroentjepkema
Performance :: Analytics :: Engagement

3. Building the User Experience that lasts
5 ways to challenge your developers
Digital Marketing Live,
21-22 March 2012

4. “”

5. “”
Your users spend most of their
time on other sites!
Jacob Nielsen

6. It starts with the ‘First Click’

7. Turn visitors into buyers?

9. More conversion = More visitors?

10. But if we look closer......

11. Why did customers drop off?
‣Price
‣Functional errors?
‣Performance issues?

12. Why did customers drop off?
‣Price
‣Functional errors?
‣Performance issues?
What’s the business impact?
‣Lost customers?
‣Revenue risked?
‣In Euros?

13. Be more effective = Less abandonment?

14. “”

15. “”
(Mobile) Consumers are willing to
trade in functionality, but are not
willing to give up on comfort
Ovum Research, 2011

16. Recipe for success....

17. 1. Can my Frog use it?

18. 1. Can my Frog use it?

19. Mobile First: Keep it simple

20. Every site has a business model

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

25. Select the right ingredients...

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

30. Login account
Search
Recommendations
Daily deal

31. iOS$4.3$–$iPhone$4$

32. Why is this important?

33. Desktop
Tablet
Mobile
Phone

34. iPhone
The good....

35. iPad
iPhone
The good....

36. Desktop
iPad
iPhone
The good....

37. iPhone
The bad....

38. iPad
iPhone
The bad....

39. iPad
iPhone
Desktop
The bad....

40. The ugly....
?

41. 2. Is if fast enough?

42. Performance matters....

43. Just a
1-second
delay

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

47. Abandonment"Rate"Across"200+"Sites"/"177+"Million"Page"Views"
Over"2"weeks"/"All#Browsers#
30"
25"
Abandonment"Rate"(%)"
20"
Abandonment*Rate*,*
15" All*Browsers*
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

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

49. Patience is a ‘virtue’

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?

52. Performance impacts behavior

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?

56. FAST is better than SLOW

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

59. Should we just go with our website?

60. IE8: 5.73 sec.
Chrome: 2.54 sec.
Measured with webpagetest.org

61. IE8: 5.73 sec. iPhone: 9.37 sec.
Chrome: 2.54 sec. Android: 9.33 sec.
Measured with webpagetest.org

62. Impact of 3d Party Providers

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

66. In terms of Multi Channel Experience?

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

70. 3. Does it work across all devices?

71. Multi Browser

72. Multi Browser
Multi Browser

74. Touch & Gesture

75. Always go for ‘live’

76. Real Devices

77. 3G and WiFi connections

78. Real usage...

79. Example 1: DWDD - Desktop

80. Example 1: DWDD - iPad

81. Example 2: Lufthansa - Desktop

82. Example 2: Lufthansa - iPhone

83. Example 2: Lufthansa - iPhone

84. 4. Are we ready for extra visitors?

86. Good
campaign

87. Good
gone
campaign

88. Good
gone BAD!
campaign

89. A continuous battle?

90. Find your ceilings...

91. Source: John Allspaw, Flickr.com
....know what your limits are

92. Source: John Allspaw, Flickr.com
Business:
What do you need?
....know what your limits are

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!

96. 5. Did we deliver up to expectation?

97. Context?

98. Who’s driving?
Context?need is context!
What we

99. Why like this?
Who’s driving?
Context?need is context!
What we

100. Why like this?
Who’s driving?
Where is he driving to?
Context?need is context!
What we

101. Accounting:
Web Analytics = What did
they do?

102. Accounting:
Web Analytics = What did
they do?
Context:
Performance Analytics = Could they
do it?

103. Collect End User Experience data....

104. Where they use it?

105. When they use it?

106. How they use it?

107. And correlate...

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

111. Would you recommend me?

112. Performance vs. Sentiment

113. 5 ways to challenge your developers

114. Make it fast,
5 ways to challenge your developers

115. Make it fast,
Easy to use,
5 ways to challenge your developers

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

119. Business drives Experience....

120. Recommended...

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

122. Questions?

123. Thanks! More questions?
M: jtjepkema@measureworks.nl
T: @jeroentjepkema
W: www.measureworks.nl

124. #2
the ‘Mobile Only’ generation

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$

126. Mobile User

127. Under time pressure
Mobile User

128. While on the move
Under time pressure
Mobile User

129. Often one handed
While on the move
Under time pressure
Mobile User