Slides from presentation at Emerce efinancials event. During this session Jeroen Tjepkema, CEO & Founder of MeasureWorks, togehter with Matthew Niederberger, Digital Insights & Analytics Manager at Philips Lighting talk about why user experience and performance are essential in persuading online consumers to buy something on your website. Based on both real data and case studies Matthew and Jeroen will share practical information about the relationship between content and experience and how to implement these at your website.

2. @matthewNL
Digital Insights & Analytics Manager

3. @jeroentjepkema
Founder & CEO

4. Content is king,
but Experience is your killer feature
Emerce Efinancials,
October 31, 2013

5. Content
vs.
Experience
(Usability, Speed, Responsiveness)

6. How we perceive experience....

7. How we perceive experience....
15%-20% worse than in reality

8. How we perceive experience....
15%-20% worse than in reality
Task completion has positive impact

9. How we perceive experience....
15%-20% worse than in reality
Task completion has positive impact
Slow downs have more impact

10. 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

11. 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

12. Consumers visit 18-23 websites before
they finally convert
Source: TNS/Nipo

13. Experience influence cycle
Search/Orientation phase
1
Perception of experience
http://twinkle100.measureworks.nl

14. Experience influence cycle
Stimulate
conversion
4
Search/Orientation phase
5
1
Perception of experience
http://twinkle100.measureworks.nl
Delivered
experience
3
2
Your website

15. I
speed
@jeroentjepkema, MeasureWorks

16. 0
Source: Jakob Nielsen

17. 0,3
0
Instantaneous: I like it!
Source: Jakob Nielsen

18. 1
0,3
0
Interaction: Let’s conversate...
Instantaneous: I like it!
Source: Jakob Nielsen

19. 3
1
0,3
0
Mmm, shall I click away?
Interaction: Let’s conversate...
Instantaneous: I like it!
Source: Jakob Nielsen

20. 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

23. 0:00 sec.
Conversation
starts

24. 0:00 sec.
Conversation
starts
2.5 sec.
First reply

25. 0:00 sec.
Conversation
starts
4.5 sec.
Finish
conversation
2.5 sec.
First reply

26. 0:00 sec.
Conversation
starts
4.5 sec.
Finish
conversation
Comfort zone
2.5 sec.
First reply

27. 0:00 sec.
Conversation
starts
Comfort zone
4.5 sec.
Finish
conversation
Tolerated
2.5 sec.
First reply

28. 0:00 sec.
Conversation
starts
Comfort zone
4.5 sec.
Finish
conversation
Tolerated
2.5 sec.
First reply
Frustrated

29. The holy grail in experience is
“flow state”

30. “”
Flow is an
“optimal experience”
that is
“intrinsically enjoyable”

31. Provide relevant
content to support
task completion

32. Deliver it fast,
focus on perception

33. http://www.nytimes.com/2012/08/19/opinion/sunday/why-waiting-in-line-is-torture.html?pagewanted=all&_r=0

34. http://answers.yahoo.com/question/index?qid=1005081200005

35. That’s not my
website?

36. Speed
vs.
design

37. 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

38. “Being average doesn’t beat
the competition”

40. My website

41. “The customer isn’t always
right, but in the end it is
always about the customer.”
!
~ Gordon Bethune

43. “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

45. “You get the blame for things
that are not your fault”
!
~ User 42 on the Philips Lighting website

47. “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

48. M-commerce?

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

50. Issue 1:
Mobile
readiness

51. 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

52. Optimized vs
Non-optimized

53. Issue 2:
Speed

55. 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

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

57. Mobile
Banking

58. The mobile user experience…
50 users of ING, ABN
and Rabobank
Rate the user
experience
Select home insurance

59. There’s an app
for that?!

60. 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

61. 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

62. 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

63. Mobile
websites?

64. 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

65. What’s your preference?
4%
Mobile Banking research:
- Focus on task completion
- N = 50, users range from 20-65
96%

67. Recipe for
experience

68. Customer Journey
Optimize all
your touch
points

69. Design for the
mobile flow

70. Make it
(feel) fast!

71. And
remember…
these are your
users

72. Ask for
(continuos)
feedback

73. Measure the
performance of
everyone

74. If anything else...

75. Performance
is key for
experience
…without it,
NO focus on
content

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