Mobile commerce raises the stakes for business owners. Recent research from Forrester and OVUM tells us that more than 70% of all consumers expect mobile sites to load as fast as regular websites. Even worse, after a bad experience, over 50% of all consumers will leave your mobile site to never return. This will have impact on your conversion and ultimately your bottom line. Mobile browsing differentiates itself in 2 crucial ways from the regulare websites. The consumer is expecting speed and simplicity. Not beautiful styled websites with lots of rich content. This presentation, as part of the MeasureWorks mobile performance meetup, will give you best practices for building a successful mobile strategy.

2. 5 Best Practices for every Mobile Strategy

4. A day in the life of….

5. This is me
85%
10%
5%
0-500 500-1000 >1000
Mb Mb Mb
Vodafone Friendly User Policy *
(* Rough estimate)
Reset on February 9

7. 50
iPad/iPhone: Open native app
0
00 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24

8. 50
iPad/iPhone: Open native app
0
00 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
Call Mail App

10. 50
iPad/iPhone: Open native app
0
00 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
Satisfied Not satisfied

11. How does this relate to your mobile strategy?

12. #1"
Mobile = Productivity

13. Mobile will outgrow Desktop within 3-5 years!
2500
2000
1500
Desktop
Users
Mobile
Users
1000
500
0
2007
2008
2009
2010
2011
2012
2013
2014
2015
Morgan Stanley, The Mobile Internet Report, 2010

14. Shifting trends - Productivity!

15. #2 "
Mobile is changing WHERE and WHEN we interact

16. #3 "
Mobile changes the way we look at data

17. #3 "
Mobile changes the way we look at data
Data on demand:
 Instant access
 Always accessible
 Responsive

18. 5 Best Practices for a successful Mobile Strategy

19. 1. Provide comfort

20. AT&T: Checking NASDAQ went up by 40 times, most used while waiting for traffic light”

21. 58% of mobile phone users expect websites to load as
quickly or faster on their mobile phone, compared to the
computer they use at home
Equation Research, Mobile Web Experience Survey, 2010

22. More
than
51%
of
mobile
consumers
experienced
a
mobile
site
which
crashed
or
received
an
error
Equation Research, Mobile Web Experience Survey, 2010

23. Imagine this site…

24. ..From this viewpoint
34% of all users experience difficulty with
viewing content on a mobile screen

25. 28% of mobile web users didn’t execute a
transaction due to trust and/or security issues
SmartRevenue., Mobile Commerce Survey, 2010

26. 40% of consumers are likely to click
away to the competition after they had
trouble accessing from their phone
Equation Research, Mobile Web Experience Survey, 2010

27. Jakob’s Law of Internet User Experience:
Users spend most of their times on other sites!

28. Jakob’s Law of Internet User Experience:
Users spend most of their times on other sites!
So when they do,
it better be good!

29. 2. Keep it simple and effective

31. Organic Search
Campaigns
Ad Network
Transactional site
Visitor
Offer
€
Abondenment
Upselling
Reach
Purchase step 1
€
Purchase step 2
€
Mailing,
alerts,
€
promotions
Conversion
€
Disengagement
Enrolment
Impact
on
site
€
Negative €
Positive

33. €
Media site
Enrolment
Targeted
€
embedded add
Add Network
Visitor
€
€
Advertiser site
Departure
Impact
on
site
€
Negative €
Positive

34. According to Forrester research, Mobile
services should offer 3 core benefits
Immediacy Simplicity Context
From: How to maximize Mobile Website & Application ROI, Gomez/Forrester webinar, Dec. 15 2010

35. Immediacy Simplicity Context
Offers daily deals – Offers automatic Uses both barcode
common in mobile to take sign-in plus one- scanning and photos to
advantage of immediacy click buy on create lists and offer
benefit. purchases. competitive pricing.
From: How to maximize Mobile Website & Application ROI, Gomez/Forrester webinar, Dec. 15 2010

36. Same
goal,
Organic Search
Campaigns
Ad Network
Simplified
model
Mobile Transactional site
Abondenment
Visitor
Offer
€
Purchase step 1
€
Reach
Conversion
€
Mailing,
alerts,
€
promotions
Disengagement
Enrolment
Impact
on
site
€
Negative €
Positive

37. 4. Multiple Devices
3. Prepare for mobile diversity

38. Introducing: Web Application Delivery Chain
3rd
Party/
Local
ISP
Browsers
and
End-­‐Users
Cloud
Services
devices
Load
Balancers
Web
Servers
Mobile
Components
App
Servers
Internet
DB
Servers
Storage
Mainframe
Network
Major
Content
Delivery
Mobile
ISP
Networks
Carrier

39. Web Application Delivery Chain
3rd
Party/
Local
ISP
Browsers
and
End-­‐Users
Cloud
Services
devices
Load
Balancers
Web
Servers
Mobile
Is it my (IT)
Components
App
Data Center?
Servers
Internet
DB
Servers
Storage
Mainframe
Network
Major
Content
Delivery
Mobile
ISP
Networks
Carrier

40. Web Application Delivery Chain
3rd
Party/
Local
ISP
Browsers
and
End-­‐Users
Cloud
Services
devices
Load
Balancers
Web
Servers
Mobile
Is it a 3rd
Is it my (IT)
Components
It it an ISP or
App
party
Data Center?
the internet?
Internet
Servers
DB
provider?
Servers
Storage
Mainframe
Network
Major
Content
Delivery
Mobile
ISP
Networks
Carrier

41. Web Application Delivery Chain
3rd
Party/
Local
ISP
Browsers
and
End-­‐Users
Cloud
Services
devices
Load
Balancers
Web
Servers
Mobile
Is it a 3rd
Is it my (IT)
Components
It it an ISP or
App
party
Data Center?
the internet?
Internet
Servers
DB
provider?
Servers
Storage
Mainframe
Network
Major
Content
Delivery
Mobile
ISP
Networks
Carrier

42. Web Application Delivery Chain
3rd
Party/
Local
ISP
Browsers
and
End-­‐Users
Cloud
Services
devices
Load
Balancers
Web
Servers
Mobile
Is it a 3rd Is it a
Is it my (IT)
Components
It it an ISP or
App
party browser or
Data Center?
the internet?
Internet
Servers
DB
provider?
device?
Servers
Storage
Mainframe
Network
Major
Content
Delivery
Mobile
ISP
Networks
Carrier

43. Web Application Delivery Chain
3rd
Party/
Local
ISP
Browsers
and
End-­‐Users
Cloud
Services
devices
Load
Balancers
Web
Servers
Mobile
Is it a 3rd Is it a
Is it my (IT)
Components
It it an ISP or
App
party browser or
Measure
from
the
view
point
of
your
customer!
Data Center?
the internet?
Internet
Servers
DB
provider?
device?
Servers
Storage
Mainframe
Network
Major
Content
Delivery
Mobile
ISP
Networks
Carrier

44. Performance differs per device
Aegon Bank 3.75
sec
Rabobank 4.18
sec
ABN Amro 5.65
sec
Average
6.07
sec
ING 6.36
sec
Delta Lloyd 7.03
sec
SNS 9.52
sec
Measured with Gomez Mobile XF

45. Performance differs per device
Aegon Bank 3.75
sec
Rabobank 3.72
sec
Rabobank 5.23
sec
Rabobank 4.18
sec
ABN Amro 5.95
sec
Delta Lloyd 6.03
sec
ABN Amro 5.65
sec
ING 6.61
sec
Aegon Bank 6.98
sec
Average
Average
6.07
sec
7.16
sec
ING 7.02
sec
Average
ING 6.36
sec
Aegon Bank 7.26
sec
7.05
sec
Delta Lloyd 7.03
sec
SNS 9.26
sec
ABN Amro 7.70
sec
SNS 9.52
sec
Delta Lloyd 10.20
sec
SNS 9.31
sec
Measured with Gomez Mobile XF

46. Performance differs per device
Aegon Bank 3.75
sec
Rabobank 3.72
sec
Rabobank 5.23
sec
Rabobank 4.18
sec
ABN Amro 5.95
sec
Delta Lloyd 6.03
sec
ABN Amro 5.65
sec
ING 6.61
sec
Aegon Bank 6.98
sec
Average
Average
6.07
sec
7.16
sec
ING 7.02
sec
Average
ING 6.36
sec
Aegon Bank 7.26
sec
7.05
sec
Delta Lloyd 7.03
sec
SNS 9.26
sec
ABN Amro 7.70
sec
SNS 9.52
sec
Delta Lloyd 10.20
sec
SNS 9.31
sec
Measured with Gomez Mobile XF

47. Apple iPhone
HTC Windows
ING
….But also what the customer views can be different
Measured with Gomez Mobile XF

48. Apple iPad
HTC Android
Delta
Lloyd
….But also what the customer views can be different
Measured with Gomez Mobile XF

49. 4. Watch the competition closely

50. Desktop
OV9292 1.77
sec
KLM 1.95
sec
NS 1.75
sec
Telegraaf 4.10
sec
Nu.nl 1.82
sec
NOS Teletekst 0.39
sec
Bol.com 2.04
sec
Wehkamp 2.18
sec
Marktplaats 3.07
sec
7-14 Feb: Homepage, mobile site and native app measured with Gomez Active XF suite

51. Desktop
.Mobi
OV9292 1.77
sec
2.67
sec
KLM 1.95
sec
3.53
sec
NS 1.75
sec
1.86
sec
Telegraaf 4.10
sec
4.11
sec
Nu.nl 1.82
sec
5.03
sec
NOS Teletekst 0.39
sec
1.75
sec
Bol.com 2.04
sec
7.30
sec
Wehkamp 2.18
sec
2.77
sec
Marktplaats 3.07
sec
15.02
sec
7-14 Feb: Homepage, mobile site and native app measured with Gomez Active XF suite

52. Desktop
.Mobi
iPhone
OV9292 1.77
sec
2.67
sec
1.91
sec
KLM 1.95
sec
3.53
sec
3.14
sec
NS 1.75
sec
1.86
sec
2.56
sec
Telegraaf 4.10
sec
4.11
sec
1.82
sec
Nu.nl 1.82
sec
5.03
sec
3.25
sec
NOS Teletekst 0.39
sec
1.75
sec
1.75
sec
Bol.com 2.04
sec
7.30
sec
1.61
sec
Wehkamp 2.18
sec
2.77
sec
7.92
sec
Marktplaats 3.07
sec
15.02
sec
7.16
sec
7-14 Feb: Homepage, mobile site and native app measured with Gomez Active XF suite

53. 5. Mobile success requires insight in End User Experience

54. Forrester, Global Mobile Maturity Survey, 2010

55. End User Experience is
not mentioned amongst
metrics for mobile
success!
Forrester, Global Mobile Maturity Survey, 2010

56. Every website has a business model
!
ARenSon
Engagement
Conversion
NEW
VISITORS
GROWTH CONVERSION
SEARCHES RATE
PAGES TIME
TWEETS
MENTIONS
NUMBER
OF VISITS
PER
VISIT
ON
SITE
x
ADS SEEN ORDER
LOSS VALUE
BOUNCE
RATE
56

57. Web Analytics helps you understand your goals

58. Which browsers?

59. Where do they come from?

60. And it tells you how much money they’ve spend..

61. But…

62. Providing context
to your data
What did Could they
visitors do?
do it?
=
=
Web Analytics
Web Performance

63. Performance data: Average page load time

64. Online Success requires a complete picture!
Web
Performance:
? Web
AnalyScs:

Page
Speed

Conversion

Availability

Pageviews

Quality
of
Experience

Visitors

65. Online Success requires a complete picture!
Web
Performance:
Web
AnalyScs:

Page
Speed

Conversion

Availability

Pageviews

Quality
of
Experience

Visitors
Web
Performance
AnalyScs:

Assess
impact
of
performance
on
user
behaviour

Tie
customer
saRsfacRon
to
quality
of
delivery

QuanRfy
revenue
risked

66. The Complete Picture

67. Conclusion: Challenges everywhere…

68. 5 Best Practices!
Provide comfort: Speed and availability are key!
Keep the design simple and effective
Prepare for Mobile diversity
Watch the competition closely
Create a complete picture

69. “…Mobile Consumers are willing to trade in
functionality, but are not willing to give up on
comfort…”
Gomez Networks, Mobile Performance research, 2010

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