MeasureWorks - Conversion12 - The 'Human Factor' in Web Performance

From page views, bounce rates and returned visits, behavior and social engagement. We’re on an endless journey to understand customer behavior and adapt our websites to being persuasive and conversion ready….But there’s a downside to all these improvements. We’re turning our customers into prosumers with high expectations about performance and interaction. Adapting to these changes and delivering the right real user experience will become the challenge for the coming years.

Based on best practice examples, Jeroen Tjepkema, founder of the performance company MeasureWorks, will deliver insight into why expect things to be fast and how we engage with a website. From design, to performance and analytics, various aspects of user experience will be covered with concrete examples and guidelines.

Transcript

2. @jeroentjepkema Performance Analytics Engagement :: ::
3. How to catch a spoiled customer? the “Human Factor” in performance Emerce Conversion Event, 12 April 2012
4. So, performance matters....
5. Just a 1-second delay
6. Just a 1-second delay 7% loss in conversion
7. Just a 1-second delay 7% loss in conversion 11% fewer page views
8. Just a 1-second delay 7% loss in conversion 11% fewer page views 16% decrease in customer satisfaction
9. Performance impacts behavior
10. Less likely to visit site again Visit competitor? Brand impact? Tell others? Contact Customer Service? 16% 21% 28% 46% 49% Source: Compuware - Engaging the tablet user; What to expect from web sites?
11. 6% 24% 46% 17% 7% 2x 3x 1x 4x 0x Would you retry? Source: Compuware, Engaging the tablet user; What to expect from web sites?
12. Performance is a ‘virtue’
13. 1 2 3 4 5 0 Desktop Mobile Tablet Source: Compuware: Engaging the tablet user; What to expect from web sites?
14. Performance is about you and me....
15. Your audience is like a digtal goldfish
16. Only 10 seconds of focus....
17. May I have your attention?
18. 10 0
19. 10 0,3 0 Instantaneous: I like it!
20. 10 1 0,3 0 Instantaneous: I like it! Interaction: Let’s conversate...
21. 10 1 3 0,3 0 Instantaneous: I like it! Interaction: Let’s conversate... Mmm, shall I click away?
22. 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
23. 10 1 3 0,3 Do I like it? Do I want to conversate? 0 Time to first click: We need interaction! Mmm, shall I click away? Only if the task/content is relevant
24. How we perceive things....
25. Page Load time
26. Perceived as 15% slower Page Load time
27. Perceived as 15% slower Always compared to past experience Page Load time
28. Task completion has positive impact Perceived as 15% slower Always compared to past experience Page Load time
29. Perceived as 15% slower Always compared to past experience Task completion has positive impact Slow downs have more impact Page Load time
30. Perceived as 15% slower Always compared to past experience Task completion has positive impact Slow downs have more impact Sensitive for specific task per page Page Load time
31. Flow state
32. Flow state
33. Flow is an “optimal experience” that is “intrinsically enjoyable” “”
34. Example: Book a flight Homepage Select flight Enter details Payment
35. Example: Book a flight Homepage Select flight Enter details Payment Enabling the flow state:
36. Example: Book a flight Homepage Select flight Enter details Payment Immediate feedback: Fast interaction within 0,3-1 sec. Avoid variability in page load time Enabling the flow state:
37. Example: Book a flight Homepage Select flight Enter details Payment Clear goals: Relevant content to support the task of the funnel, simple and easy accessible Immediate feedback: Fast interaction within 0,3-1 sec. Avoid variability in page load time Enabling the flow state:
39. Get their attention!
40. Telegraaf: Above the fold...
41. Telegraaf: Full page, first view
42. Telegraaf: Full page, first view Page size: 1825 Kb Time to render: 3,08 sec. # requests: 273 Document complete: 11,62 sec. Source: Webpagetest.org, IE9 5Mb/s up/ 2Mb/s down
43. Source: Webpagetest.org, IE9 5Mb/s up/ 2Mb/s down
44. Time to first click: 3,71 sec. Source: Webpagetest.org, IE9 5Mb/s up/ 2Mb/s down
45. Keep their attention!
46. Source: Strangeloopnetworks.com: Velocity Europe 2011
47. Source: Strangeloopnetworks.com: Velocity Europe 2011
48. Source: Strangeloopnetworks.com: Velocity Europe 2011
49. Slow is where it hurts....
50. 0 1 2 3 4 5 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 Daily Average Min Max
51. 0 1 2 3 4 5 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 Daily Average Min Max
52. 0 1 2 3 4 5 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 Daily Average Min Max
53. 0 1 2 3 4 5 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 Daily Average Min Max Revenue risked
54. Recipe for success....
55. Reduce Weight
56. Vrijuit.nl
57. Page size: 1660 Kb Time to render: 1,29 sec. # requests: 89 Document complete: 3,68 sec. Not Optimized
58. Page size: 1660 Kb Time to render: 1,29 sec. # requests: 89 Document complete: 3,68 sec. Page size: 498 Kb Time to render: 1,10 sec. # requests: 48 Document complete: 1,54 sec. Not Optimized Optimized
59. Page size: 1660 Kb Time to render: 1,29 sec. # requests: 89 Document complete: 3,68 sec. Page size: 498 Kb Time to render: 1,10 sec. # requests: 48 Document complete: 1,54 sec. Not Optimized Optimized Time to first click: 1,10 sec. vs 1,90 sec.
60. Keep it simple
61. Mobile First
62. Desktop Tablet Mobile Phone User touchpoints
63. Desktop Tablet Mobile Phone Prioritize Business Goals User touchpoints
64. Desktop Tablet Mobile Phone Prioritize Business Goals Deliver content accordingly User touchpoints
65. Measure Context
66. Context?
67. Is it fast? Context?
68. Is it fast? Did everything work OK? Context?
69. Did they like it? Context? Is it fast? Did everything work OK?
70. Accounting: What did they do? Web Analytics =
71. Accounting: What did they do? Web Analytics = Context: Could they do it? Performance =
72. Accounting: What did they do? Web Analytics = Context: Could they do it? Performance = Context: What are they saying about me? Satisfaction =
73. Mix & Match your data...
74. Conversion rate vs. Availability 90,0% 92,0% 94,0% 96,0% 98,0% 100,0% 0,00% 2,00% 4,00% 6,00% 8,00% 01-11-11 02-11-11 03-11-11 04-11-11 05-11-11 06-11-11 07-11-11 08-11-11 09-11-11 10-11-11 11-11-11 12-11-11 13-11-11 14-11-11 15-11-11 16-11-11 17-11-11 18-11-11 19-11-11 20-11-11 21-11-11 22-11-11 23-11-11 24-11-11 25-11-11 26-11-11 27-11-11 28-11-11 29-11-11 30-11-11 Conversion rate Availability
75. Conversion rate vs. Availability 90,0% 92,0% 94,0% 96,0% 98,0% 100,0% 0,00% 2,00% 4,00% 6,00% 8,00% 01-11-11 02-11-11 03-11-11 04-11-11 05-11-11 06-11-11 07-11-11 08-11-11 09-11-11 10-11-11 11-11-11 12-11-11 13-11-11 14-11-11 15-11-11 16-11-11 17-11-11 18-11-11 19-11-11 20-11-11 21-11-11 22-11-11 23-11-11 24-11-11 25-11-11 26-11-11 27-11-11 28-11-11 29-11-11 30-11-11 Conversion rate Availability Conversion rate vs. Performance 0,0 1,0 2,0 3,0 4,0 5,0 6,0 0,00% 0,50% 1,00% 1,50% 01-01-12 02-01-12 03-01-12 04-01-12 05-01-12 06-01-12 07-01-12 08-01-12 09-01-12 10-01-12 11-01-12 12-01-12 13-01-12 14-01-12 15-01-12 16-01-12 17-01-12 18-01-12 19-01-12 20-01-12 21-01-12 22-01-12 23-01-12 24-01-12 25-01-12 26-01-12 27-01-12 28-01-12 29-01-12 30-01-12 31-01-12 Conversion rate loadtime (in sec)
76. Conversion rate vs. Availability 90,0% 92,0% 94,0% 96,0% 98,0% 100,0% 0,00% 2,00% 4,00% 6,00% 8,00% 01-11-11 02-11-11 03-11-11 04-11-11 05-11-11 06-11-11 07-11-11 08-11-11 09-11-11 10-11-11 11-11-11 12-11-11 13-11-11 14-11-11 15-11-11 16-11-11 17-11-11 18-11-11 19-11-11 20-11-11 21-11-11 22-11-11 23-11-11 24-11-11 25-11-11 26-11-11 27-11-11 28-11-11 29-11-11 30-11-11 Conversion rate Availability Pageviews vs. Performance 0 1 2 3 4 5 0 200.000 400.000 600.000 800.000 1.000.000 1.200.000 1.400.000 01-06-11 02-06-11 03-06-11 04-06-11 05-06-11 06-06-11 07-06-11 08-06-11 09-06-11 10-06-11 11-06-11 12-06-11 13-06-11 14-06-11 15-06-11 16-06-11 17-06-11 18-06-11 19-06-11 20-06-11 21-06-11 22-06-11 23-06-11 24-06-11 25-06-11 26-06-11 27-06-11 28-06-11 29-06-11 30-06-11 Pageviews loadtime (in sec.) Conversion rate vs. Performance 0,0 1,0 2,0 3,0 4,0 5,0 6,0 0,00% 0,50% 1,00% 1,50% 01-01-12 02-01-12 03-01-12 04-01-12 05-01-12 06-01-12 07-01-12 08-01-12 09-01-12 10-01-12 11-01-12 12-01-12 13-01-12 14-01-12 15-01-12 16-01-12 17-01-12 18-01-12 19-01-12 20-01-12 21-01-12 22-01-12 23-01-12 24-01-12 25-01-12 26-01-12 27-01-12 28-01-12 29-01-12 30-01-12 31-01-12 Conversion rate loadtime (in sec)
77. Would you recommend me?
78. Performance vs. Sentiment
79. ?
80. Are we causing any slowdowns on our websites ?
81. Questions?
82. Recommended...
83. Luke Wroblewski: www.lukew.com WPO Hub: http://www.strangeloopnetworks.com/web-performance-optimization-hub Or visit http://bit.ly/HrKySH to test your website Flow State: http://www.websiteoptimization.com/speed/2/2opt.pdf
84. Thanks! More questions? M: jtjepkema@measureworks.nl T: @jeroentjepkema W: www.measureworks.nl