Slides from my session at session at eCommerce Live 2017. What do Walt Disney World, airports and magicians have in common? They all build illusions that make us feel good. The same goes for performance, as your brain decides what is fast and what is not, often ignoring the absolute numbers we measure and rely on. This talk explores the psychology of time, how to measure user timings right and how to use site speed to create more conversions.
14. Experience vs. surfing online....
Task completion has positive impact
Always compared to past experiences
15. Experience vs. surfing online....
Task completion has positive impact
Slow downs have more impact
Always compared to past experiences
16. Experience vs. surfing online....
Context: Need/Urgency
Task completion has positive impact
Slow downs have more impact
Always compared to past experiences
17. Therefore, key to a fast website is
to engineer the factors that affect this
perception of time
19. Source: First Law of Service: http://davidmaister.com/articles/the-psychology-of-waiting-lines/
Satisfaction: Perceived vs. Expected
Perception
Expectation
Satisfaction (S = P-E)
Fast Slow
Low
High
Low
33. 0-0,2 0,5-1,0 2,0-5,0 10
Instant
confirmation
Immediate
acknowledgement
Continuity of
interaction
Abandoment!
the RESPONSIVE conversation
Source: Response Time in Man-Computer Conversational Transactions, R.B. Miller
44. The kayak effect: http://bit.ly/UgTneD
People prefer to wait for up
to a minute to get what they
want from an app rather
than get it instantly – if, and
it’s an important if, they
believe the app is working
for them
45. Why this works? Occupied time feels
shorter than unoccupied time...
51. Flow is a zen-moment where a
person is completely involved in the
activity... Optimal flow comes when
the perceived challenge matches the
persons skills & expectations...
53. ... and provide relevant content to
support task completion.
54. Which is better?
0
1
2
3
4
Home Lister Detail Item Basket
Speed(sec.)
0
1
2
3
4
Home Lister Detail Item Basket
Speed(sec.)
Example A Example B
55. Comparing time
Duration JND
Comparing time = Objective Time + Just Noticeable Difference
Source: Response Time in Man-Computer Conversational Transactions, R.B. Miller
56. The just noticeable difference is the
minimum increase or decrease in
magnitude of a property of a
stimulus
“
”
- Weber-Fechner Law
82. Sessions(#) Performance Metric That Matters?
PMTM?
‣Bounce Rate
‣Time on site
‣Pages visited
‣Scroll event
‣Orders
load time (sec.)
83. load time (sec.)
Sessions(#) Performance Metric That Matters?
PMTM?
‣Bounce Rate
‣Time on site
‣Pages visited
‣Scroll event
‣Orders
1.5 sec.
3.5 sec.
True Intent
Conversion Rate
84. Sessions(#) Performance Metric That Matters?
PMTM?
‣Bounce Rate
‣Time on site
‣Pages visited
‣Scroll event
‣Orders
1.5 sec.
3.5 sec.
load time (sec.)
True Intent
Conversion Rate