Post on 16-Apr-2017
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Data-driven mUX
+jorden lentze - jorden@google.com
Conversion Specialist
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The difference between quantitative data and qualitative data. You need to use both - from the presentation of Luke W. on Conversions@Google
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50%
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Almost half of UK eCommerce transactions (48.9%) now take place on mobile devices
Source: Criteo
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20%
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50% 60%
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The solution for mobile is not a responsive website…...
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…..are you ready for the mobile tipping point in 2017?
Agenda
Making design decisions with data
What happens if you design without data?
Page speed
Focus on the user
The end
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3 takeaways
✓ Focus on the user and every
else will follow
✓ You need both Quant and
Qual to design the best user
experience
✓ The one who knows their
customers the best will be the
most successful
Focus on the User
“There is no substitute for personally watching and listening to real people”
- Larry Page
Focus on the User
and all else follows.
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Qualitative data creates
bigger insights than
quantitative data
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Agenda
Design decisions with data
What happens if you design without data?
Page speed
Focus on the user
The end
Proprietary + ConfidentialWhy is my conversion rate low on mobile?
Website sales conversion by device (retail, UK)
Source: Adobe
Proprietary + ConfidentialThe traditional assumptions:
1. Customers browse on mobile and buy on desktop
2. Mobile devices are used on the go
3. The user experience is not as good
4. The screen is too small
5. The speed is too low ?
Proprietary + ConfidentialThe only way to understand what is happening is to have a measurement plan
1. Question
2. Measure
3. Test
Proprietary + ConfidentialExample: the Google Merchandise store
1.37% 0.74% 0.59%
Proprietary + ConfidentialUse advanced ecommerce reports
Proprietary + ConfidentialHave an in depth understanding of your checkout funnel
Proprietary + ConfidentialShopping behavior comparison: mobile vs desktop
Insights:
- Mobile users will visit more product
pages but are less likely to add
products to the cart
- Higher cart abandonment for mobile
users
Proprietary + ConfidentialCheckout behavior comparison: mobile vs desktop
Insights:
- Mobile users drop off at the billing
page and at the payment page
especially
Proprietary + ConfidentialUnderstanding why mobile users add less likely to add products to cart
Insights: The 25-34 years old mobile users are less likely to add products to the cart. However, on
desktop, they’re the more likely to do so. Are we dealing with cross devices users?
Proprietary + ConfidentialSkatehut
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Customer Purchaser
Proprietary + ConfidentialUnderstanding why users drop off at the billing page
- Too many steps for mobile?
- Get rid of optional fields?
Proprietary + ConfidentialUnderstanding why users drop off at the payment page
- Can it be how the information is displayed?
- Is it linked to the payment options and how they are displayed?
- Is it a situational problem? -> add a pay later CTA
- Is it a technical problem?- Do users second-guess?
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(A) Quant to Qual: WhyExplaining observed changes in behavior.
(B) Qual to Quant: PriorityGenerating and then testing hypotheses.
Estimating impact of observed issues.
(C) Qual x Quant: Full Picture
Proprietary + ConfidentialIs it a speed problem?
Proprietary + ConfidentialIs it a browser support problem?
Proprietary + ConfidentialIs it a browser support problem? Example
Agenda
Design decisions with data
What happens if you design without data?
Page speed
Focus on the user
The end
NOYes
Source: Conversions@Google2016 - State of CRO Survey, 2016
Does your website have an automatic slider?
Why do you use an automatic homepage slider?
Why are sliders used?
1. Multiple messages above the fold
2. Politics
3. Monetisation
4. It’s beautiful
What about your customers?
This is what sliders do to visitor behavior
Visitors start scrolling right away
because there is so much “crap”
above the fold……...
Source: Conversions@Google2016 - Luke W.
Do not stop optimizing when using homepage sliders
Why are sliders evil?
1. Lower page speed: loading 5 visuals
2. Carrousels look like banners
3. The first slide triggers most interaction
4. UX design is often bad
5. Human Eye Reacts To Movement
6. Worst performance ever!
Source: http://www.smashingmagazine.com/2015/02/09/carousel-usage-exploration-on-mobile-e-commerce-websites/
The 3 rules for using homepage sliders
1. Do not use automatic homepage sliders2. Do not use automatic homepage sliders3. Be relevant! A/B test and improve them.
Make them as user friendly and effective as possible
Have you tested this?
Does your mobile website have a hamburger menu?
NO
Yes
Source: Conversions@Google2016 - State of CRO Survey, 2016
Only use hamburger menus at McDonalds
Example of A/B test with Menu
Source: Menu eats hamburger
And…
Why do you have to explain what it does?
If there is important content behind the Hamburger Menu. Why would you want to hide it?
Research by NNgroup: Hiding navigation is bad for discoverability and task time
https://www.nngroup.com/articles/hamburger-menus/
Summary: Discoverability is cut almost in half by hiding a website’s main navigation. Also, task time is longer and perceived task difficulty increases.
Source: nngroup
Hiding navigation things is bad for discoverability
And why put it as far away as possible?
Source http://www.lukew.com/ff/entry.asp?1927
Why are hamburger menus used so often?
NO
Yes
Source: Conversions@Google2016 - State of CRO Survey, 2016
Why are hamburger menus used so often?
Craig Sullivan quoting Peep Laja during Conversions @ Google event 2015
Agenda
Design decisions with data
What happens if you design without data?
Page speed
Focus on the user
The end
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Content Design & Functionality
Speed
Core principles of a great user experience
Proprietary + Confidential“What do you dislike most when browsing the web on your mobile device?”
Encountering unplayable videos
Getting redirected to the homepage
Waiting for slow pages to load
Being shown interstitials
Other
14%
13%
46%
16%
11%
Proprietary + ConfidentialHow scary are slow loading mobile websites?
Proprietary + ConfidentialSlow and steady doesn’t win the race
Source: Kissmetrics
40%abandon if a
site takes >3 secto load
47%expect a page
to load in <2 sec
52%say fast load time
is important to brand loyalty
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Business impact of speedPage speed is a ranking
signal in Google’s organic
search results (blog post)2% slower = 2% less search/user
400ms faster = 9% more traffic
Faster pages = more pageviews
100ms faster = 1% more revenue
5s faster = 25% more pageviews, 7-12% more revenue
37% faster = 70% increase in mobile revenue per user
80% faster = 108% increase in ads interaction rate
Proprietary + ConfidentialMobile pages that load 1 second faster achieve up to a 27% higher conversion rate
Pages with load times under 2.4
seconds and lower conversion
rates are most likely 404/error
pages.
180,000
160,000
140,000
120,000
100,000
80,000
60,000
40,000
20,000
0
1.2 1.5 1.8 2.1 2.4 2.7 3.0 3.3 3.6 4.2 4.5 4.8 5.1 5.4 5.7 6.0 6.3 6.6 6.9 7.2 7.5 7.8 8.1 8.4 8.7 9.0 9.3 9.6 9.9
Load time (in seconds)
Sess
ions
Sessions Conversion rate (%)
Conversion rate 1.9 %
Conversion rate 1.5 %
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So what is a GOOD load time?
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2 seconds
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(A) Quant to Qual: WhyExplaining observed changes in behavior.
(B) Qual to Quant: PriorityGenerating and then testing hypotheses.
Estimating impact of observed issues.
(C) Qual x Quant: Full Picture
Agenda
Making design decisions with data
What happens if you design without data?
Page speed
Focus on the user
The end
Proprietary + Confidential
3 + 1 takeaways✓ Focus on the user and every else
will follow
✓ You need both Quant and Qual to
design the best user experience
✓ The one who knows their
customers the best will be the
most successful
✓ Always use a/b testing to validate
your insights!
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30% of A/B tests is successful. This also means that if you do not
a/b test, there is a 70% chance that if you implement a change on your
website it will have no or a negative impact on your revenue.
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Source: Peep Laja
One more thing…..
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Pixel Home Allo
How will Artificial intelligence impact UX design…..?