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MeasureWorks - Outfox your Competition - Context is king, but Performance is your killer feature
The document discusses the importance of perceived website performance on user engagement and conversion rates, highlighting that users often perceive performance to be 15%-20% worse than it actually is. It emphasizes the impact of slower loading times on abandonment rates and provides various metrics for measuring web performance, including user experience studies. Additionally, it covers the significance of task completion and relevant content in enhancing user satisfaction and optimizing online business metrics.
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MeasureWorks - Outfox your Competition - Context is king, but Performance is your killer feature
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- 4. How we perceiveperformance....
- 5. How we perceiveperformance.... 15%-20% worse than in reality
- 6. How we perceiveperformance.... 15%-20% worse than in reality Slow downs have more impact
- 7. How we perceiveperformance.... 15%-20% worse than in reality Slow downs have more impact Task completion has positive impact
- 8. How we perceiveperformance.... 15%-20% worse than in reality Slow downs have more impact Task completion has positive impact Always compared to past experiences
- 9. A simple onlinebusiness model: Marketing Conversion Optimization New visitors Search Tweets Mentions ADs seen Conversion rate Growth Number of visits Loss Bounce rate Revenue Pages per visit Time on site X Order value
- 10. Dutch consumers visit18-23 travel websites before they finally convert Source: TNS/Nipo
- 11. Performance influence cycle Search/Orientationphase 1 Perception of performance http://twinkle100.measureworks.nl
- 12. Performance influence cycle Stimulatecontent/ conversion 4 Search/Orientation phase 5 1 Perception of performance http://twinkle100.measureworks.nl Delivered performance 3 2 Your website
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- 14. Abandonment"Rate"Across"200+"Sites"/"177+"Million"Page"Views" Over"2"weeks"/"All#Browsers# 30" Abandonment"Rate"(%)" 25" 20" Abandonment*Rate*,* All*Browsers* 15" 10" 5" 0" 0" 1" 2" 3" Source: Gomez realuser monitoring 4" 5" 6" 7" 8" 9" Page"Load"Time"Band"(sec.)" 10" 11" 12" 13" 14" 15" It only takes a second...
- 15. Abandonment"Rate"Across"200+"Sites"/"177+"Million"Page"Views" Abandonment"Rate"Across"200+"Sites"/"177+"Million"Page"Views" Over"2"weeks"/"All#Browsers#vs.#iPhone#Safari# Over"2"weeks"/"All#Browsers# 25" Abandonment"Rate"(%)" 30" 25" Abandonment"Rate"(%)" 30" 20" 20" 15" 15" 10" 10" 5" 5" 0" Abandonment*Rate*,* All*Browsers* Abandonment*Rate*,* All*Browsers* Abandonment*Rate*,* iPhone*Safari* 0" 0" 1" 1" 2" 2" 3" 4" 5" 6" 7" 8" 9" 10" 11"12" 13" 14" 15" 0" 3" 4" 5" 6" 7" 8" 9" 10" 11" 12" 13" 14" 15" Page"Load"Time"Band"(sec.)" Source: Gomez real user monitoring Page"Load"Time"Band"(sec.)" Source: Gomez real user monitoring ..To click away
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- 17. 1 0,3 0 Interaction: Let’s conversate... Instantaneous:I like it! Source: Jakob Nielsen
- 18. 3 1 0,3 0 Mmm, shall Iclick away? Interaction: Let’s conversate... Instantaneous: I like it! Source: Jakob Nielsen
- 19. 10 Only if thetask/content is relevant 3 1 0,3 0 Mmm, shall I click away? Interaction: Let’s conversate... Instantaneous: I like it! Source: Jakob Nielsen
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- 24. 4.5 sec. Finish conversation 0:00 sec. Conversation starts 2.5sec. First reply
- 25. 4.5 sec. Finish conversation 0:00 sec. Conversation starts Comfortzone Tolerated 2.5 sec. First reply Frustrated
- 26. The holy grailin experience is “flow state”
- 27. “” Flow is an optimalexperience that is “intrinsically enjoyable”
- 28. Provide relevant content tosupport task completion
- 29. Deliver it fast, focuson perception
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- 34. Over 60% ofpeople that experienced a slow website ranked design 2 points lower compared to a fast experience Slow Average Fast % of respondents that rated the actual website speed 100 75 50 25 0 1 2 3 Design score (1=bad - 5=beautiful) 4 5
- 35. Experience the difference Tested with webpagetest.org(3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)
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- 38. Desktop shopping experiencesetup.... Buy a summer holiday: 100 users ‣ From 5 selected websites ‣ Rank from fastest to slowest after task execution No measurements tools allowed ;-) Desktop only, either via LAN or WiFi
- 39. Perceived Technology (User Ranking) (Full pagedownload) 1 Sunweb 2 D-reizen 3 Neckermann 4 Arke 5 Globe Technology vs. Perceived Study performed by MeasureWorks for Emerce eTravel, 2013
- 40. Perceived Technology (User Ranking) (Full pagedownload) 1 Sunweb Sunweb 2 D-reizen Globe 3 Neckermann Neckermann 4 Arke D-reizen Globe Arke 5 Technology vs. Perceived Study performed by MeasureWorks for Emerce eTravel, 2013
- 41. Perceived Technology (User Ranking) (Full pagedownload) 1 Sunweb Sunweb 2 D-reizen Globe 3 Neckermann Neckermann 4 Arke D-reizen Globe Arke 5 Technology vs. Perceived Study performed by MeasureWorks for Emerce eTravel, 2013
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- 44. Mobile shopping experiencesetup.... 100 mobile users Perform 2 tasks: ‣Buy a book ‣Buy a T-shirt Mobile browsers only via 3G, no WiFi
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- 47. Functional issues reported with Zalando 50 37,5 Round1 25 45 42,1 12,5 15,4 0 Zalando HM 20 7,7 V&D 24 3,9 Tom Tailor 4 Design 1. Buy a T-shirt Speed Mobile Readiness Other 2. Feedback 40 30 Round 2 20 10 12 0 54 34 Zalando Mobile Only research: - Task completion: Only use smartphone to buy a book - N = 100, users range from 20-65 15,4 HM 8 V&D Tom Tailor 21 Design 18 Speed 6 Mobile Readiness Other
- 48. Nexus - Android- 3G Tested with webpagetest.org (3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)
- 49. Nexus - Android- 3G Tested with webpagetest.org (3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)
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- 52. 100 75 50 46 44 26 24 25 16 0 Bol.com Selexyz Bruna Other 1. Buya book Mobile Only research: - Task completion: Only use smartphone to buy a book - N = 100, users range from 20-65 Design Speed 16 Mobile Readiness 2. Feedback bol.com 16 Other Design 12 Speed Mobile Readiness Other 3. Feedback from different stores
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- 58. The mobile userexperience… 50 users of ING, ABN and Rabobank Rate the user experience Select home insurance
- 59. There’s an app forthat?!
- 60. Mobile satisfaction comparedto desktop 80% 74% 77% Usability Speed 23% Design Content Satisfaction Mobile Banking research: - Focus on task completion - N = 50, users range from 20-65
- 61. Mobile satisfaction comparedto desktop 80% 74% 77% Preference per type of task 77% 72% 38% 34% 23% Design Content Usability Satisfaction Mobile Banking research: - Focus on task completion - N = 50, users range from 20-65 Speed Check Balance Transfer 3d Party payments View history Mobile task preference
- 62. Mobile satisfaction comparedto desktop Mobile versus Desktop frequency Preference per type of task Mobile 80% 74% 77% 77% 72% 38% 34% 23% Design Content Usability Satisfaction Mobile Banking research: - Focus on task completion - N = 50, users range from 20-65 Speed Check Balance Transfer 3d Party payments View history Mobile task preference Daily Weekly 2-weekly Mobile Usage Monthly
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- 64. Mobile Desktop 71% 76% 82% 61% 34% 42% 37% 22% Design Content Usability Speed Design Task satisfaction Desktopvs. Mobile Mobile Banking research: - Focus on task completion - N = 50, users range from 20-65 Content Usability Speed
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- 68. Web Analytics Usability Performance (what didthey do on the site?) (how did they interact with it?) (could they do what they wanted to?) Complete Web Monitoring VoC Social Media Competition (what were their motivations?) (what were they saying?) (what are they up to?)
- 69. “Hard” data Web Analytics Usability Performance (whatdid they do on the site?) (how did they interact with it?) (could they do what they wanted to?) Complete Web Monitoring VoC Social Media Competition (what were their motivations?) (what were they saying?) (what are they up to?) “Soft” data
- 70. “Hard” data Web Analytics Usability Performance (whatdid they do on the site?) (how did they interact with it?) (could they do what they wanted to?) Complete Web Monitoring VoC Social Media Competition (what were their motivations?) (what were they saying?) (what are they up to?) “Soft” data
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- 74. Establish a baseline: Apre-defined set of metrics
- 75. Establish a baseline: Apre-defined set of metrics that describes normal behavior
- 76. Establish a baseline: Apre-defined set of metrics that describes normal behavior in order to detect variancies
- 77. Establish a baseline: Apre-defined set of metrics that describes normal behavior in order to detect variancies and to be comparable within historic context
- 78. A practical (andeasy DIY) example:
- 79. Purchasing a book, mustbe completed (speed), where every page loads under 3 sec., Customer journey Metric: Speed Target: Sec using IE9 and higher, User scenario from any location in the Netherlands, User locations for 90% of all users, every day between 6am and 12pm, measured with Real User Monitoring. Percentile Window Collection type Read more: Metrics 101, Velocityconf 2010
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- 82. LD50: 5.2 sec. 100% 150% 100% 125% 100% 75% 50% 50% 25% 25% 0% 0% 1 2 3 4 5 6 7 8 9 10 11 12 Baseline:2,7 sec. Poverty Line: 10,6 sec. 13 14 Sessions Bounce rate 75%
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- 84. (CLOUD) DATA CENTER INTERNALUSERS CUSTOMERS INTERNET Third-party/ Cloud Services Storage Major ISP DB Servers Web Servers Network Mainframe Middleware Servers App Servers Load Balancers Local ISP Content Mobile Delivery Networks Carriers
- 85. (CLOUD) DATA CENTER INTERNALUSERS CUSTOMERS INTERNET Third-party/ Cloud Services Storage Major ISP DB Servers Web Servers Network Mainframe Middleware Servers App Servers Load Balancers This is what you control... Local ISP Content Mobile Delivery Networks Carriers
- 86. (CLOUD) DATA CENTER INTERNALUSERS CUSTOMERS INTERNET Third-party/ Cloud Services Storage Major ISP DB Servers Web Servers Network Mainframe Middleware Servers App Servers Load Balancers This is what you control... Local ISP Content Mobile Delivery Networks Carriers What you’re blamed for..
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- 88. Measuring performance? Outside-in,from the browser perspective...
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- 91. Lot’s of choice,select on ease of use
- 92. Ultimately, synthetic monitoringshows you if your site’s working or not... (best used for operations and service reports)
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- 94. But, synthetic isn’tenough...
- 95. Synthetic heartbeat Real Users But,synthetic isn’t enough...
- 96. Relies on navigationtiming API, custom variables can be added Turn on “Site Speed” in your GA account! http://bit.ly/1ivGWTt
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- 98. Ultimately, Real UserMonitoring shows you how many users are affected by bad performance... (best used for capacity management and conversion optimization)
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- 100. Service levels Service LevelReport KPI’s 082 084 Performance (avg) Page 1 www.homepage.nl Loadtime. Loadtime Availability (Document. (.fully.loaded.) complete) Competition You 5 97,0% 2,20 3,50 10% 85% Page 2 ge.nl/autoverzekeren 99,0% 2,50 3,30 20% 90% Page 3 overzekeren/afsluiten 95,0% 2,30 3,60 15% 70% 95,0% 2,43 3,57 20% 67% 1 Page 5 homepage.nl/zoeken 94,0% 2,48 3,62 23% 59% Branche 2 Page 4 homepage.nl/contact Competitors 0 Page 6 e.nl/productoverzicht 93,0% 2,53 3,67 25% 92,0% 2,58 3,72 28% 44% 3 33 34 35 ge.nl/ab8test/variant2 Page 8 91,0% 2,63 3,77 30% 37% ge.nl/facebookplugins Page 9 90,0% 2,68 3,82 33% 89,0% 2,73 3,87 35% 22% ww.homepage.nl/faq Page 11 88,0% 2,78 3,92 38% 14% 37 38 39 40 # 6 3,4 sec Is your ranking against competitors is the average performance of your competitors 40% 40% of your compeitors are faster than you 29% page.nl/muziekpagina Page 10 36 Week 52% Page 7 ge.nl/ab8test/variant1 4 Source: Availability: Gomez Loadtime: Soasta Competition: Webpagetest.org
- 101. Speed vs. Engagementper month (Non-Bounce) 90 78,75 56,25 Pageviews (#) Non-Bounce rate (%) 67,5 45 33,75 22,5 11,25 0 0-0,5 0,5-1 1-1,5 1,5-2 2-2,5 2,5-3 3-3,5 3,5-4 4-5 5-6 Non-Bounce CategorienaamPageviews # 6-7 7-8 8-9 9-10 >10
- 102. Online Satisfaction Report 100 Availability(%) 80 400 0 -400 -800 -1200 60 40 20 Page 1 Page 11 0 Mentions (#) 1200 1200 800 Page 2 Page 3 Page 4 Positive Messages Source: Availability: Gomez Sentiment: Twitter, Facebook Negative Messages Data collected from ING.nl Availability Messages from Twitter & Facebook, collected with Coosto
- 103. Revenue risked 100.000 visits (Performance/TimePeriod/Percentiles) Optimal Flow (P_25) Bouncerate (%) Potential Conversion 2.1 100 49% 51.000 Page 2 4.0 100 51% 24.990 Page 3 2.0 100 60% 9996 Page 4 3.5 85 25% 6372 Actual Flow (P_85) Speed (sec.) Availability (%) Bouncerate (%) Actual Conversion Page 1 4.1 100 59% 41.000 Page 2 6.3 100 54% 18.860 Page 3 Speed: Soasta Availability: Webpagetest.org Availability (%) Page 1 Source: Speed (sec.) 2.0 100 60% 7544 Page 4 4.7 85 53% 3013 0-2,7 sec. 2,7-3,6 sec. >3,6 sec.
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- 108. Focus on afast experience …without it, NO time for content
- 109. Go check yoursite @ Webpagetest.org (For settings: Akamai State of the Internet)
- 110. View slides: bit.ly/MW-OYCnfs13 Orjoin a meetup: Online Optimizers & Analytics: bit.ly/1awKBwS
- 111. Thanks! More questions? M:[email protected] T: @jeroentjepkema W: www.measureworks.nl