Slides from presentation at Shoppingtoday.nl 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
Shoppingtoday.nl,
September 26, 2013

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

6. How we perceive experience....

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

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

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

10. Compared to past experiences
Task completion has positive impact
Slow downs have more impact
15% worse than in reality
How we perceive experience....

11. X
A simple online business model:
Marketing Conversion Optimization Revenue
New
visitors
Bounce
rate
Conversion
rate
Order
value
Growth
Loss
Time on
site
Pages per
visit
Number of
visits
Search
Tweets
Mentions
ADs seen

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

14. Search/Orientation phase
Perception of experience
1
Performance influence cycle

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

16. @jeroentjepkema, MeasureWorks
speed
I

17. 0 Source: Jakob Nielsen

18. 0,3
Instantaneous: I like it!
0 Source: Jakob Nielsen

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

20. 1
3
0,3
Instantaneous: I like it!
Interaction: Let’s conversate...
Mmm, shall I click away?
0 Source: Jakob Nielsen

21. 10
1
3
0,3
Instantaneous: I like it!
Interaction: Let’s conversate...
Mmm, shall I click away?
Only if the task/content is relevant
0 Source: Jakob Nielsen

24. 0:00 sec.
Conversation
starts

25. 2.5 sec.
First reply
0:00 sec.
Conversation
starts

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

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

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

29. 2.5 sec.
First reply
0:00 sec.
Conversation
starts
4.5 sec.
Finish
conversation
Comfort zone Tolerated Frustrated

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

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

32. Provide relevant
content to support
task completion

33. Deliver it fast,
focus on perception

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

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

36. That’s not my
website?

37. Experiment:
Speed
vs. design

39. 0
25
50
75
100
1 2 3 4 5
Slow Average Fast
%ofrespondentsthatratedtheactualwebsitespeed
Design score (1=bad - 5=beautiful)
Over 60% of people that experienced a slow website ranked
design 2 points lower compared to a fast experience

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

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

44. “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

46. “When it rains it pours. Even in large corporations.”

48. “Their website doesn’t have to be perfect in order for me
to buy a product. I’m buying a product, not their website.
Although, that being said, a nice clean, concise website
like this really makes me want to buy this product over a
different competitor.”
~ User 36G on the MeetHue.com website

50. “Don’t blame yourself for things that are
not your fault.”

51. This is not a visitor
This is a visitor!
http://www.flickr.com/photos/46507510@N07/

52. Get
Data driven

53. Ask for
(continuos)
feedback

54. 7
6
5
4
3
2
1
1 2 3 4 5 6 7
Average expectation rating
Averageexperiencerating
Find a website
Search for a book
Order a book
Fix it fast

55. Homepage Homepage Last Minutes
Product
Destination
Date
Departure
Search Type
Free Search

56. 610 pixels
vs
280 pixels
saved space = ±54%
Redesign based on Users

57. Collect
Real User
Measurements

58. Real devices
and/or users

59. With both 3G
and WiFi
connections

60. Based on
Real usage
scenario’s

61. If anything else...

62. Don’t just
expect it
to happen
Create an
(mobile)
experience

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