5 tips for delivering killer online experiences presented by Gomez

Bruce Temkin Matt Poepsel
Managing Partner VP, Performance Strategies
Temkin Group Gomez Division

Copyright © 2010 Temkin Group. All Rights Reserved

Building Superior Online
Experiences
Bruce Temkin
Customer Experience Transformist
& Managing Partner
TEMKIN GROUP

August 11, 2010

The core insight

“Do what you do so well
that they will want to
see it again and bring
their friends.”
- Walt Disney


Agenda
• The state of customer experience
• Elements of a great online experience
• Key trends

4 Copyright © 2010 Temkin Group. All Rights Reserved

Rate the overall customer experience
that your company delivers
Better than all… 3%

The best in our industry 8%
11%
Considerably above… 25%

Slightly above average… 28%

Average for our industry 26%

Slightly below average… 9%

Considerably below… 1%

The worst in our industry 0%
Base: 140+ North American Companies with $500+ million in annual revenues
Source: Temkin Group May 2010 Survey

Rate the overall customer experience
that your company delivers
Better than all… 3%

The best in our industry 8%
11% 65%
What’s your
Considerably above… 25% goal on three
years?
Slightly above average… 28%

Average for our industry 26%

Slightly below average… 9%

Considerably below… 1%

The worst in our industry 0%

How many companies regularly
“delight” their customers?
Researching a new Buying/applying for a
product or service… new product or service…

In-person In-person

On the phone On the phone

Online Online

Getting customer service help…
In-person

On the phone

Online



In-person 35% In-person 35%

On the phone 26% On the phone 26%

Online Online

In-person 36%

On the phone 36%

Online



In-person 35% In-person 35%

On the phone 26% On the phone 26%

Online 18% Online 20%

In-person 36%

On the phone 36%

Online 16%


Agenda
• Key trends


SLICE-B: The key to online experiences

Start Locate Interact Complete End

Brand Coherence


It’s all about the visitor’s perspective
Description of visitor: Goal of visitor:
Who is s/he?
Who is s/he?
What does s/he know about the topic?
What is s/he trying to accomplish
How comfortable is s/he online?


SLICE-B: Start
Who is s/he?
Who is s/he?


• Welcoming: Is it immediately clear to visitor that s/he
will be able to accomplish the goal?
• Beginning: Is there a clear path(s) to begin the
process?


SLICE-B: Locate
Who is s/he?
Who is s/he?


• Findable: Is it easy to find what’s needed?
• Available: Is all of the information available when and
where it’s needed?


SLICE-B: Interact
Who is s/he?
Who is s/he?


• Easy to use: Is it easy to do what s/he wants to do?
• Understandable: Is it easy to understand all of the
information?


SLICE-B: Complete
Who is s/he?
Who is s/he?


• Success: Can s/he accomplish what she wants to do?
• Feedback: Was there clear feedback that s/he
succeeded?


SLICE-B: End
Who is s/he?
Who is s/he?


• Next steps: Is it clear what to do next; even across
channels?
• Additional goals: Is it easy to start net goals?


SLICE-B: Brand Coherence
Who is s/he?
Who is s/he?


Brand Coherence
• Brand values: Are brand values reinforced across the
experience?
• Brand consistency: Are branding elements
consistent across the experience?

Make sure your online experiences
deliver all of SLICE-B elements
✔
 Welcoming
Start ✔
 Beginning
✔
 Findable
Locate ✔
 Available
✔
 Easy to use
Interact ✔
 Understandable
✔
 Success
Complete ✔
 Feedback
✔
 Next steps
End ✔
 Additional goals
✔
 Brand values
Brand ✔
 Brand consistency


Agenda
• Key trends


Key trends shifting online experiences
• Search engines
– Home pages are no longer the starting points


• Search engines
• Personalization
– More processing and rendering of custom content


• Search engines
• Personalization
• Content aggregation
– Pulling content from multiple sites across the network
and creating mash-ups


• Search engines
• Personalization
• Multimedia
– More video and interactive elements throughout the
experience


• Search engines
• Personalization
• Multimedia
• Social
– Sharing and commenting will get integrated
throughout many experiences


• Search engines
• Personalization
• Multimedia
• Social
• Mobile
– Content needs to be rendered for different devices
and become relevant to their location


• Search engines
• Personalization
• Multimedia
• Social
• Mobile


What are the significant obstacles to
your customer experience efforts?


Other competing priorities 71%
Lacking clear customer exper. strategy 52%
Conflict across internal organizations 50%
Limited funding 49%
Lacking incentives and rewards 31%
Lacking leadership for customer exper. 31%
Lacking important skills in the org 27%
Lacking commitment from snr execs 27%
Unclear understanding of customers 27%
The wrong people are leading 18%
The wrong organization is leading 12%


Other competing priorities 71%
Lacking clear customer exper. strategy 52%
Conflict across internal organizations 50%
It’s time to make
Limited funding 49%
your online experience
Lacking incentives and rewards 31%
Lacking leadership for customer exper. 31%
a top priority…
Lacking important skills in the org 27%
Lacking commitmentpeople will come back
So from snr execs 27%
Unclear understanding of customers 27%
The wrong and bring their friends
people are leading 18%
The wrong organization is leading 12%


Thank you!

Bruce Temkin
Customer Experience Transformist
& Managing Partner
TEMKIN GROUP
www.temkingroup.com

Email: bruce@temkingroup.com
Phone: 617/916-2075
Twitter: @btemkin
Blog: Customer Experience Matters
(experiencematters.wordpress.com)


Matt Poepsel
VP, Performance Strategies
Gomez Division

Website speed impacts page abandonment

10
Performance
improvement 5
(seconds) 6 secs 8 secs
2 secs 4 secs
0

-5 -8%

-10
-25%
-15
Percentage -33%
change in -20 -38%
page
abandonment -25

-30

-35

-40
Source: Gomez data, page abandonment data across more than 150 websites and 150 million page views

1) Benchmark the Competition

Industry Response Availability
Time (sec)
Retail 2.31 99.88%
Banking 3.30 99.85%
Media 4.98 99.88%
Travel - 3.55 99.90%
Airlines
All industries
aren’t the same How do you rank?

How does your Website performance compare – to the competition and
to the best?
Source: Gomez November 2009 U.S. Benchmark Data

2) Optimize site performance for all customers

Chicago
4.1 Seconds
San Francisco New York
8.2 Seconds 2.7 Seconds

Dallas
4.3 Seconds Company Headquarters

Los Angeles
6.8 Seconds Atlanta
3.4 Seconds

3) Optimize your site for your customers’ key browsers

Top browser versions in North America from May 09 to June 10
45
40
35 IE 8.0
30 IE 7.0
25 Firefox 3.5
%

Firefox 3.6
20
Firefox 3.0
15
IE 6.0
10 Safari 4.0
5 Chrome 4.0
0 Chrome 5.0

Source: http://gs.statcounter.com

Browsers have difference performance characteristics

Browser Version Raw Perceived
performance performance
(sec) (sec)
Microsoft IE 6 12.4 10.0

7 10.2 7.8

8 7.9 5.7

Firefox
3 5.7 3.1

2 6.7 4.3

Safari

All 2.3 1.9

Chrome

All 2.4 2.4

Source: Gomez Real-User Monitoring, U.S. Broadband users, 160 M pages over 30 days, across numerous customers

4) Improve mobile site performance

58% of mobile phone
users expect websites
to load as quickly,
almost as quickly or
faster on their mobile
phone, compared to
the computer they
use at home1

Optimized Not Optimized

Source: Among adults who accessed the internet with a mobile phone in the past 12 months (n=1,001). “Gomez Mobile Web
Experience Survey”, Equation Research, October 2009

5) Make sure third parties aren’t impacting performance

With 3rd Parties
-140% Slower
-90% More Objects

Site Search

Ad Network

Streaming Data

Content Delivery
Network Web Analytics

5 Tips for Creating Killer Experiences

1. Benchmark – compare to your competitors and the top performers.

2. Make your site is fast enough for all customers – no matter where they
live.

3. Optimize your site for the key browsers your customers use.

4. Improve the performance of your mobile sites and applications.

5. Evaluate third party technologies and ensure they’re not impacting
your customers’ experiences.

The Challenge of Ensuring Quality Web Experiences

Systems …user is
management NOT happy
tools: “OK”
The Web Application Delivery Chain

3rd Party/ Browsers
Load Cloud Services Local ISP and devices Users
Balancers
Web
Servers
Mobile
Components
App
Servers
Internet
DB Major
Servers ISP
Storage
Mainframe
Network Content Delivery Mobile
Networks Carrier

Traditional zone
Traditional zone Zone of customer expectation of customer expectation
Zone of customer expectation
of control
of control Zone

Gomez Network: The World’s Most Comprehensive
Performance and Testing Network

Backbone Gomez Last Mile Virtual Test Bed Your Actual Users

Web Performance Web Performance Cross-Browser Testing Real User Monitoring
Management and Management and 500+ browser/OS combo’s Worldwide, wherever
Load Testing Load Testing 5,000+ supported devices your users are
150+ locations 150,000+ locations

Questions?
Some of Our Customers
Gomez is here to help…

What are Website delays costing
your business?

Use the Gomez custom benchmark
tool to compare your performance
with the competition:

http://www.gomez.com/my-benchmark

5 tips for delivering killer online experiences presented by Gomez

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