My slides from Digital Marketing Live 2013... Talk is about why users abandon your website. Research is based on extensive user panal research, with a focus on performance and task completion.

2. @jeroentjepkema
Performance :: Usability :: Experience

3. Rules of Thumb
5 reasons consumers abandon your mobile strategy
Digital Marketing Live,
March 20-21, 2013

4. I
(inter)action
@jeroentjepkema, MeasureWorks

5. 0

6. 0,3
Instantaneous: I like it!
0

7. 1
Interaction: Let’s conversate...
0,3
Instantaneous: I like it!
0

8. 3
Mmm, shall I click away?
1
Interaction: Let’s conversate...
0,3
Instantaneous: I like it!
0

9. 10
Only if the task/content is relevant
3
Mmm, shall I click away?
1
Interaction: Let’s conversate...
0,3
Instantaneous: I like it!
0

10. Which do you
prefer?

11. Enter the “flow state”

12. Relevant content,
to support
task completion

13. With fast delivery,
focus on interaction

14. “” Flow is an
“optimal experience”
that is
“intrinsically enjoyable”

15. The mobile
“FLOW”

16. On the move
The mobile
“FLOW”

17. (Often) one handed
On the move
The mobile
“FLOW”

18. Under time pressure
(Often) one handed
On the move
The mobile
“FLOW”

19. Under time pressure
(Often) one handed
OnContent
the move
The mobile
“FLOW”

20. Under time pressure
(Often) one handed
Usability
OnContent
the move
The mobile
“FLOW”

21. Under time pressure
Speed
(Often) one handed
Usability
OnContent
the move
The mobile
“FLOW”

22. Time for an experiment... ;-)

23. Survey 1:
How do we respond to
mobile only?

24. Mobile Only research setup....
For 5 days straight,
only use your
30 mobile savvy users 3G only, no WiFi
smartphone to access
the internet

25. Survey 1:
How do we respond to
mobile only?
Survey 2:
How do we experience
mobile shopping?

26. Mobile shopping experience setup....
Perform 2 tasks:
100 mobile users
‣Buy a book Mobile browsers only
‣Buy a T-shirt via 3G, no WiFi

27. Now, time for the details...

28. 1.
“Always on?”

29. Mobile Usage (Mb)
256 250
200
180 175
Day 1 Day 2 Day 3 Day 4 Day 5
Mobile Only research:
- Task: Only use smartphone to access internet and perform tasks, no WiFi
- Test ran during 5 days straight, performed over android and iOS users
- N = 30, all heavy users

30. Native App vs Mobile Web usage (%)
100
75
50
25
0
Day 1 Day 2 Day 3 Day 4 Day 5
Native App Mobile Web
Mobile Only research:
- Task: How often do you use your native app or mobile web compared to a) day 1 and b) regular usage
- Test ran during 5 days straight, performed over android and iOS users
- N = 30, all heavy users

31. What impacts mobile only behaviour?

32. Q: What changes impacts mobile behaviour?
My mobile data subscription
Screen size vs. Content
There’s an app for that
Mobile browsers

33. 2.
Mobile
readiness

34. 100
75
50
44 46
25 24 26
16 16 16
12
0
Bol.com Selexyz Bruna Other Design Speed Mobile Readiness Other Design Speed Mobile Readiness Other
1. Buy a book 2. Review 3. Buy at a different store

35. Bol.com Selexyz De Boekerij ECI Bruna Cosmox

36. Target your audience!
40%
Native Mobile Web
58% 55%
30%
20% 40% 40%
Mobile Web Native
42% 45%
25%
10%
18%
< 34 > 35
0%
Speed Readiness
< 34 > 35

37. 3.
Speed

39. 50
Many issues
reported with
37,5 Zalando?
Round 1
25
42,1 45
12,5
20 24
15,4
7,7 3,9
0 4
Zalando HM V&D Tom Tailor
Design Speed Mobile Readiness Other
1. Buy a T-shirt 2. Review
40
30
Round 2
20
34 54
10
12 15,4 21 18
8 6
0
Zalando HM V&D Tom Tailor Design Speed Mobile Readiness Other

40. Nexus - Android - 3G
Tested with webpagetest.org (3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)

41. Nexus - Android - 3G
Tested with webpagetest.org (3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)

42. Nexus - Android
Apple - iOS
Tested with webpagetest.org (3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)

43. 0 4.8 8.0
Tested with webpagetest.org (3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)

45. Wifi 3G
8
8
6
5,39
4 4,21 4,21
3,88
3,62
2,85
2
1,72
0
Zalando TomTailor HM VD
Tested with webpagetest.org (3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)

46. 4.
Usability

47. Optimized vs
Non-optimized

48. Selecting items
- +

49. To login or not?

50. RTLnieuws Telegraaf Nu.nl
try it
yourself

51. 5.
#fail

53. Why it matters? 76% of mobile
consumers won’t retry more than twice
Source: Compuware, 2012, Engaging the tablet user; What to expect from web sites?

54. What impacts mobile experience?

55. #fail
What impacts mobile experience?

56. #fail Usability
What impacts mobile experience?

57. #fail Usability Speed
What impacts mobile experience?

58. Mobile
#fail Usability Speed
readiness
What impacts mobile experience?

59. Mobile
#fail Usability Speed
readiness Always on?
What impacts mobile experience?

60. Recipe for
experience

61. 1.
Eco-System
of me

62. You
1.
Eco-System
of me

63. Deliver the same experience to all your (mobile) users

64. Regular website
Deliver the same experience to all your (mobile) users

65. Regular website Native Application
Deliver the same experience to all your (mobile) users

66. Regular website Optimized Mobile Web Native Application
Deliver the same experience to all your (mobile) users

67. Responsive
web design?

68. 2.
Build mobile
use cases

69. Focus on
task completion

70. With
mobile
conditions
in mind

71. Optimized for the right screen

73. Native app Mobile Web - Portrait
Mobile Web - Landscape

74. 3.
Real users,
Real devices

75. (CLOUD) DATA CENTER INTERNAL USERS INTERNET CUSTOMERS
Third-party/
Cloud Services
Storage DB Servers Web Servers Major Local
This is what you control... Network What you’re blamed for..
ISP
Content
ISP
Delivery Mobile
Load Networks Carriers
Middleware App Balancers
Mainframe Servers Servers
@jeroentjepkema, MeasureWorks

76. Measure User Experience?

77. Measure User Experience? Outside-in, from
the browser perspective...

78. Use
real devices
and/or users

79. With both 3G
and WiFi
connections

80. Based on
Real usage
scenario’s

82. If anything else...

83. Create a
(mobile) Don’t just
experience copy your web
content

84. Questions?
Or visit the
demo alley
Questions?

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