Slides from presentation at Marketing Insights Event 2014 (#MIE14). Joint presentation by @mauricedacross (Mobile Manager Bol.com) and @jeroentjepkema (Founder MeasureWorks). In this talk we discuss the strategic role of your smartphone in the multi channel customer journey, how users want to use your smartphone and how to build a mobile website that your customer love to use.
51. 3
1
0,3
0
Mmm, shall I click away?
Interaction: Let’s conversate...
Instantaneous: I like it!
Source: Jakob Nielsen
52. 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
62. Functional issues
reported with
Zalando
50
37,5
Round 1
25
45
42,1
12,5
15,4
0
Zalando
HM
20
7,7
V&D
24
3,9
Tom Tailor
4
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
15,4
HM
8
V&D
Tom Tailor
21
Design
18
Speed
6
Mobile Readiness
Other
79. 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
81. Telegraaf: Intrusive
Nu.nl: Flow
N = 15
Q = Flow vs. Intrusive. Can you remember the advertiser/brand?
Dumpert: Intrusive
Flipboard: Flow
82. Telegraaf: Intrusive
Nu.nl: Flow
Dumpert: Intrusive
Flipboard: Flow
Flow
Intrusive
If you had to choose?
85%
15%
Do you remember brand?
40%
10%
N = 15
Q = Flow vs. Intrusive. Can you remember the advertiser/brand?