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MeasureWorks - 5 best practices for every Mobile Strategy
The document outlines five best practices for a successful mobile strategy, emphasizing the importance of speed, simplicity, and understanding user experience across diverse devices. It highlights the growing dominance of mobile over desktop in the coming years, the need for mobile sites to load quickly, and the significance of competitive analysis. Additionally, it stresses that mobile consumers prioritize comfort and are less tolerant of performance issues.
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MeasureWorks - 5 best practices for every Mobile Strategy
- 2. 5 Best Practicesfor every Mobile Strategy
- 4. A day inthe 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 nativeapp 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 nativeapp 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 nativeapp 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 thisrelate to your mobile strategy?
- 12.
- 13. Mobile will outgrowDesktop 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 ischanging WHERE and WHEN we interact
- 16. #3 " Mobile changes the way we look at data
- 17. #3 " Mobile changesthe way we look at data Data on demand: Instant access Always accessible Responsive
- 18. 5 Best Practicesfor a successful Mobile Strategy
- 19.
- 20. AT&T: Checking NASDAQwent up by 40 times, most used while waiting for traffic light”
- 21. 58% of mobilephone 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.
- 24. ..From this viewpoint 34%of all users experience difficulty with viewing content on a mobile screen
- 25. 28% of mobileweb users didn’t execute a transaction due to trust and/or security issues SmartRevenue., Mobile Commerce Survey, 2010
- 26. 40% of consumersare 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 ofInternet User Experience: Users spend most of their times on other sites!
- 28. Jakob’s Law ofInternet User Experience: Users spend most of their times on other sites! So when they do, it better be good!
- 29. 2. Keep itsimple 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 Forresterresearch, 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 ApplicationDelivery 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 DeliveryChain 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 DeliveryChain 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 DeliveryChain 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 DeliveryChain 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 DeliveryChain 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 perdevice 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 perdevice 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 perdevice 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 thecompetition 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 successrequires insight in End User Experience
- 54. Forrester, Global MobileMaturity Survey, 2010
- 55. End User Experienceis not mentioned amongst metrics for mobile success! Forrester, Global Mobile Maturity Survey, 2010
- 56. Every website hasa 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 helpsyou understand your goals
- 58.
- 59. Where do theycome from?
- 60. And it tellsyou how much money they’ve spend..
- 61.
- 62. Providing context to your data What did Could they visitors do? do it? = = Web Analytics Web Performance
- 63. Performance data: Averagepage load time
- 64. Online Success requiresa complete picture! Web Performance: ? Web AnalyScs: Page Speed Conversion Availability Pageviews Quality of Experience Visitors
- 65. Online Success requiresa 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.
- 67.
- 68. 5 Best Practices! Providecomfort: 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 arewilling to trade in functionality, but are not willing to give up on comfort…” Gomez Networks, Mobile Performance research, 2010
- 70. Thanks! More questions? M:[email protected] T: @jeroentjepkema W: www.measureworks.nl