eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

88

Transcript of eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

Page 1: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks
Page 2: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

@je

roen

tjepk

ema

ww

w.

.nl

Page 3: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

Man

agin

g th

eM

obile

Exp

erie

nce

Emer

ce e

Fina

ncia

ls, 3

Nov

embe

r 201

1

Page 4: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

Mob

ile b

rings

HIG

H e

xpec

tatio

ns

Page 5: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

Q: C

an u

sers

per

form

tran

sact

ions

in th

e m

obile

con

text

?

Page 6: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

Q: C

an u

sers

per

form

tran

sact

ions

in th

e m

obile

con

text

?

Unde

r tim

e pr

essu

re

Page 7: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

Q: C

an u

sers

per

form

tran

sact

ions

in th

e m

obile

con

text

?

Unde

r tim

e pr

essu

re

Whi

le o

n th

e m

ove

Page 8: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

Q: C

an u

sers

per

form

tran

sact

ions

in th

e m

obile

con

text

?

Unde

r tim

e pr

essu

re

Whi

le o

n th

e m

ove

Ofte

n on

e ha

nded

Page 9: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

Mob

ile C

omm

erce

?

Page 10: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

Did

you

eve

r buy

via

mob

ile?

14

86

NoYe

s

Sour

ce: d

ata

from

Net

herla

nds

via

,

Page 11: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

0255075100

Neth

erlan

dsUn

ited

King

dom

Unite

d St

ates

7782

91

43

16

63

43

29

52

Mob

ile re

sear

ch, d

id n

ot b

uyM

obile

rese

arch

, bou

ght v

ia m

obile

Mob

ile re

sear

ch, b

ough

t via

desk

top

Mob

ile re

sear

ch, b

ough

t offli

neDi

d no

t res

earc

h via

mob

ile

Fina

ncia

ls: B

row

sing

, not

buy

ing

Sour

ce: d

ata

from

Net

herla

nds

via

,

Page 12: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

051015202530

6

21

12

Too

com

plica

ted

Does

n’t f

eel s

ecur

ePa

ymen

ts a

re to

o co

mpl

icate

d

Barr

iers

for m

obile

com

mer

ce

Sour

ce: d

ata

from

Net

herla

nds

via

,

Page 13: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

Mob

ile C

usto

mer

s’ E

xpec

tatio

ns

Page 14: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

Load

s as

fast

as

desk

top

Aban

donm

ent %

abo

ve 5

sec

% W

ill no

t ret

un?

% th

at g

oes

to c

ompe

titio

n

4040

20

58

2011

33

46

7471

2009

Sour

ce: O

vum

Res

earc

h, 2

011

Page 15: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

But w

ait!

Page 16: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

...th

ere’

s m

ore

;-(

Page 17: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

Imag

ine

this

scr

een.

..

Page 18: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

..Fr

om t

his

view

point

34%

of a

ll use

rs e

xper

ienc

e di

fficu

lty

with

vie

win

g co

nten

t on

a m

obile

scr

een

Page 19: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

28%

of m

obile

use

rs d

idn’

t exe

cute

a

trans

actio

n du

e to

trus

t and

/or s

ecur

ity is

sues

Page 20: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

62%

4%

11%

23%

Sour

ce: W

ebpe

rform

ance

toda

y.com

Bew

are!

Slo

w M

obile

Site

s

Beha

ve m

ore

or le

ss n

orm

ally

Thro

w th

eir p

hone

sSc

ream

at t

heir

phon

esCu

rse

at th

eir p

hone

s

Page 21: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

Impa

ct o

n re

venu

e?

Page 22: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

010203040

2 to

4 s

econ

ds2

to 6

sec

onds

2 to

8 s

econ

ds2

to 1

0 se

cond

s

Cha

nge

in p

age

load

tim

e

% Increase in Page Abandonment

38%

33%

25%

7%

Sourc

e: Forr

est

er

rese

arc

h 2

010

Page 23: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

!"#"$!"

$#"

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Sou

rce:

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ez re

al u

ser m

onito

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,-.

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23/

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JK3B"%"I33L?"E"!""#$%&'

()%(#

Page 24: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

!"#"$!"

$#"

%!"

%#"

&!"

!"$"

%"&"

'"#"

(")"

*"+"

$!"

$$"

$%"

$&"

$'"

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,-./01/23/4"5.43"678"

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)*+#)(*,*

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rce:

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ez re

al u

ser m

onito

ring

,-.

/01/

23/

4"5.

43",@B1??"%!!C"D=43?"E"$))C"F=GG=1/"9.:3"H=3I?"

JK3B"%"I33L?"E"!""#$%&'

()%(#*(+#,-.&

/)#0121%,#

Page 25: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

Keep

you

r cus

tom

er e

xper

ienc

e sa

fe!

Page 26: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

1: M

obile

Firs

t

Page 27: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

Ever

y si

te h

as a

bus

ines

s m

odel

Page 28: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks
Page 29: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

Offe

r !

Upse

lling

!

Pur

chas

e st

ep 1!

Pur

chas

e st

ep 2!

Con

vers

ion!

Enr

olm

ent!

!"#$%&$'&$()

Org

anic

Sea

rch !

Cam

pai

gns!

Ad

Net

wor

k!

Vis

itor!

Rea

ch!

Mai

ling,

!al

erts

, p

rom

otio

ns!

*+,&$

-.-&'&$

()

!" !" !"

!"!"

/'0.1()#$),+(&)

!"!"

Neg

ativ

e P

ositi

ve

Tran

sact

iona

l site

Page 30: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks
Page 31: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

Targ

ete

d!

em

bed

ded

ad

d!

Enro

lment!

!"#

$%&'%"(!"

)*#$+&(,-(./&"(

!"!"

Neg

ativ

e P

ositi

ve

Med

ia s

ite

Ad

d N

etw

ork!

Ad

vert

iser

site!

Vis

ito

r!

!"

!"

!"

Page 32: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

Ingr

edie

nts

for a

mob

ile s

ite

Page 33: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

Imm

edia

ncy

From

: How

to m

axim

ize

Mob

ile W

ebsi

te &

App

licat

ion

RO

I, G

omez

/For

rest

er w

ebin

ar, D

ec. 1

5 20

10

Page 34: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

Imm

edia

ncy

Sim

plic

ity

From

: How

to m

axim

ize

Mob

ile W

ebsi

te &

App

licat

ion

RO

I, G

omez

/For

rest

er w

ebin

ar, D

ec. 1

5 20

10

Page 35: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

Imm

edia

ncy

Sim

plic

ityCo

ntex

t

From

: How

to m

axim

ize

Mob

ile W

ebsi

te &

App

licat

ion

RO

I, G

omez

/For

rest

er w

ebin

ar, D

ec. 1

5 20

10

Page 36: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks
Page 37: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

Logi

n ac

coun

t

Sear

ch Daily

dea

lRe

com

men

datio

ns

Page 38: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

!"#$%&'$($!)*+

,-$%$

Page 39: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

Offe

r !

Pur

chas

e st

ep 1!

Con

vers

ion!

Enr

olm

ent!

!"#$%&$'&$()

Org

anic

Sea

rch !

Cam

pai

gns!

Ad

Net

wor

k!

Vis

itor!

Rea

ch!

Mai

ling,

!al

erts

, p

rom

otio

ns!

*+,&$

-.-&'&$

()

!"

!"

!"

/'0.1()#$),+(&)

!"!"

Neg

ativ

e P

ositi

ve

Mob

ile T

rans

actio

nal s

ite

!"2.'&)-#.34))

5&6&7),(&0,)

Page 40: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

iPho

ne

iPad

Page 41: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

iPho

ne

iPad

Page 42: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

2. M

obile

Per

form

ance

Page 43: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

Shou

ld w

e ju

st g

o w

ith o

ur w

ebsi

te?

Page 44: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

IE8:

5.4

1 se

c.

Chro

me:

2.5

4 se

c.

Measu

red

with

web

pag

ete

st.o

rg

Page 45: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

IE8:

5.4

1 se

c.

Chro

me:

2.5

4 se

c.An

droi

d: 9

.33

sec.

iPho

ne: 9

.37

sec.

Measu

red

with

web

pag

ete

st.o

rg

Page 46: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

Mob

ile S

ites

are

optim

ized

for s

peed

Page 47: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

Goo

gle

Mob

ile P

age

Spee

d Sc

ore

24 57 67 54 40 83

SEO

Adw

ords

Page 48: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

Acro

ss a

ll pl

atfo

rms.

..

Page 49: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

035810 25-1

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eYou

ING

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Binc

kAl

exAB

N Am

roN

ativ

e Ap

ps

Page 50: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

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eYou

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roN

ativ

e Ap

ps

5 se

cond

thre

shol

d be

fore

aba

ndon

men

t

Page 51: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

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eYou

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ro...

and

Mob

ile S

ites

Page 52: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

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ile S

ites

5 se

cond

thre

shol

d be

fore

aba

ndon

men

t

Page 53: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

Impa

ct o

f 3d

Part

y Pr

ovid

ers

Page 54: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks
Page 55: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

m.o

hra.

nl

18 16 14 12 10 8 6 4 2 0

7/10/11

26/10/11

9/10/11

27/10/11

11/10/11

13/10/11

15/10/11

17/10/11

19/10/11

21/10/11

23/10/11

25/10/11

Page 56: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

m.o

hra.

nl

18 16 14 12 10 8 6 4 2 0

7/10/11

26/10/11

9/10/11

27/10/11

11/10/11

13/10/11

15/10/11

17/10/11

19/10/11

21/10/11

23/10/11

25/10/11

No

3d P

arty

Page 57: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

3. M

obile

Exp

erie

nce

Page 58: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

Moc

ial

You

Page 59: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

In te

rms

of M

obile

Exp

erie

nce?

Page 60: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

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ING

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roBa

selin

e: D

eskt

op

Page 61: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

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op

2 se

cond

thre

shol

d be

fore

aba

ndon

men

t

Page 62: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

Mob

ile E

xper

ienc

e

0123456789

Mon

eYou

ING

IEX

Binc

kAl

exAB

N A

mro4,

84,

64,

6

2,3

2,3

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8,9

3,8

8,5

2

3

7,9

1,3

1,8

0,6

3,7

0,9

1,2

Desk

top

Mob

ileNa

tive

Page Load Time (sec.)

Page 63: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

Mob

ile E

xper

ienc

e

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eYou

ING

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kAl

exAB

N A

mro4,

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64,

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2,3

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8,5

2

3

7,9

1,3

1,8

0,6

3,7

0,9

1,2

Page Load Time (sec.)

Page 64: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

4: M

obile

Con

text

Page 65: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

Wha

t we

need

is c

onte

xt!

Who

’s d

rivin

g?

4: M

obile

Con

text

Page 66: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

Wha

t we

need

is c

onte

xt!

Who

’s d

rivin

g?

Why

like

this

?

4: M

obile

Con

text

Page 67: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

Wha

t we

need

is c

onte

xt!

Who

’s d

rivin

g?

Whe

re is

he

driv

ing

to?

Why

like

this

?

4: M

obile

Con

text

Page 68: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

Acco

untin

g:W

hat d

id

they

do?

Web

Ana

lytic

s=

Page 69: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

Wha

t did

th

ey d

o?W

eb A

naly

tics

Cont

ext:

Cou

ld th

ey

do it

?Pe

rform

ance

Ana

lytic

s

= =

Page 70: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

Col

lect

Mob

ile E

xper

ienc

e da

ta...

.

Page 71: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

Whe

n th

ey u

se it

?

Page 72: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

Whe

re th

ey u

se it

?

Page 73: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

How

they

use

it?

Page 74: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

Corre

late

: Web

Per

form

ance

Ana

lytic

s

Page 75: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

Pow

ered

by

Mob

ile P

erfo

rman

ce

Soci

al S

entim

ent

vs.

Page 76: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

Wou

ld y

ou re

com

men

d m

e?

Page 77: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

0

0,250,5

0,751

1,251,5

1718

1920

2122

2324

2526

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ct: A

vera

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peed

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ility

Hom

epag

e IN

G, m

easu

red

with

Gom

ez

Wou

ld y

ou re

com

men

d m

e?

Page 78: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

1718

1920

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tijdBe

schik

baar

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ct: A

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ility

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epag

e IN

G, m

easu

red

with

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ez

Socia

l se

ntim

ent

Wou

ld y

ou re

com

men

d m

e?

Page 79: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

0123456

1718

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ility

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ne A

pp, m

easu

red

with

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ez

Wou

ld y

ou re

com

men

d m

e?

Page 80: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

1718

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2122

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tijdBe

schik

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ez

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l se

ntim

ent

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ld y

ou re

com

men

d m

e?

Page 81: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

Wha

t if..

...?

Page 82: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

Thes

e st

ats

don’

t app

ly to

me?

Page 83: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

1C

heck

you

r web

ana

lytic

s fo

r # p

agev

iew

s pe

r bro

wse

r typ

e

Page 84: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

1 2

Che

ck y

our w

eb a

naly

tics

for #

pag

evie

ws

per b

row

ser t

ype

Use

you

r ana

lytic

s to

find

out

# p

lace

d or

ders

per

bro

wse

r typ

e

Page 85: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

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Page 86: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

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Page 87: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

Que

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Page 88: eFinancials 2011 - Jeroen Tjepkema - MeasureWorks

Than

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