Mobile Web Stress
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Transcript of Mobile Web Stress
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Mobile Web StressUnderstanding the neurological impact of poor performance
Tammy EvertsVelocity Europe – November 2013
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Why neuroscientific mobile testing?
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• 2010 EEG study of desktop users
• Throttled connection from 5MB to 2MB
• Found that participants had to concentrate up to 50% harder
• Afterward, participants reported negative brand associations
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It’s a mobile-first world.
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55% of all time spent on retail sites takes place on a mobile device.
Shop.org / comScore, October 2013
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Stuart McMillan, Schuh’s Journey to RWD (Conversion Conference 2013)
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Three all-too-common mobile assumptions
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Assumption #1
Mobile users expect pages to be slow.
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Keynote, 2012 Mobile User Survey
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Radware, 2013 State of the Union: Mobile Ecommerce Performance
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Radware, 2013 State of the Union: Mobile Ecommerce Performance
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Assumption #2
Mobile users want to browse, not buy.
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By 2017, retail mcommerce is expected to hit $113 billion –26% of total ecommerce sales.
eMarketer, September 2013
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Mobile shopping cart abandonment rate is 39% greater than desktop rate.
2013 Google I/O
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Assumption #3
Users will stick around, even if pages are slow, if they really
want to buy.
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Skava/Harris Interactive, 2013
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What is emotional engagement
research?
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“95% of the consumer’s decisions are made at the
subconscious level.”
Dr. Gerald Zaltman, Harvard UniversityExecutive Committee of Harvard University’s
Mind, Brain and Behavior Interfaculty Initiative
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Patients with damage to emotional parts of the brain cannot make decisions, despite having no change in IQ.
Antonio Damasio, Descartes’ Error
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The problem with surveys…Traditional research relies on eliciting post-cognitive responses.But thinking and talking about emotions changes and distorts them.
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Five benefits of neuro-scientific testing1 Evaluates think/feel (not say) 2 Quantified data, at deeper-than-Qual levels 3 Moment-by-moment interaction4 Cause-and-effect triggers5 Fresh, deeper insights
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Simplified cognitive timeline
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EEG Emotional Engagement Study
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Our research team• Seren – leaders in customer experience & service
design
• Neurosense – global leader in implicit methodologies
• NeuroStrata – expert consultants in blending neuromarketing applications
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The brands we tested
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Our testers• 20 testers (male and female)
• Pre-screened to ensure normal cognitive functioning
• Mobile device users
• Did not know they were part of a performance study
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Jakob Nielsen, Why You Only Need to Test with 5 Users, 2000
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Methodology• Standardized set of shopping tasks (browsing and
checkout)• Testers served sites over one of two speeds:
– normal Wifi – artificial 500ms delay
• Using EEG headset and eyetracker, measured moment-by-moment responses
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Why test a 500ms delay?
Case study: The impact of HTML delay on mobile business metrics
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We focused on the metrics most affected by the 500ms delay.
FrustrationEmotional engagement
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Normal speed
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2.66s 2.92s 2.83s 4.24s
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Frustration levels across sites (normal speed)
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Engagement levels across sites (normal speed)
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500ms delay: Peak frustration results
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500ms delay: Average engagement results
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Impact of site speed on post-test brand association
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EEG summary• A mere 500ms delay results in significant increase
in frustration levels.
• Faster pages result in higher levels of engagement.
• Different sites trigger emotional shifts at different phases of the experience (browsing vs. checkout).
• Important: These tests happened under ideal browsing conditions.
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Erin Kissane, November 2013
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Bonus Study: Implicit Response Test The effect of loading speed
on brand perception
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We react faster to congruent stimuli than incongruent stimuli.
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https://www.projectimplicit.net/index.html
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Methodology: Pre-testTwo brands – Easyjet and Ryanair – were measured against 24 attributes.
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Implicit pre-test: Brand mapping
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Implicit pre-test: Purchase intent
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Methodology: Test1 Participants then viewed one of two videos
depicting a flight selection/booking process: • Normal • Slow (500ms delay per page)
2 Each brand is measured again against the same 24 attributes.
3 Difference between normal and slow indicates effect of speed on brand perception.
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EasyJet: Impact of 500ms slowdown on each dimension
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EasyJet: Impact of 500ms slowdown on each attribute
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Ryanair: Impact of 500ms slowdown on each dimension
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Ryanair: Impact of 500ms slowdown on each attribute
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Brand perception summary• Overall, EasyJet enjoys a more positive brand perception.
• 500ms delay triggers downward shift in perception for both companies.
• Impact on EasyJet was greater than on Ryanair.
• Impact varies across attributes for each brand:– Slow EasyJet site suffers more in Purchase Intent and Functional
attributes.– Ryanair suffers more in Warmth/Friendliness dimensions.
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Takeaways
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1 Mobile users are significantly affected by slow performance: up to 26% increase in peak frustration and up to 8% decrease in engagement.
2 Slow sites can seriously undermine overall brand health – across both desktop and mobile platforms.
3 The nature and scale of impact varies, depending on a number of factors (e.g. inherent strength/weakness of brand).
4 Brands with already-fragile consumer affinity are at higher risk.
5 Greatest risk is to purchase intent.6 Great opportunities exist to strengthen overall brand by
investing in performance optimization.
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SourcesWeb Stress: A Wake-Up Call for European Business (Foviance, 2010)http://www.ca.com/us/~/media/files/supportingpieces/final_webstress_survey_report_229296.aspx
2013 Social & Mobile Commerce Consumer Report (Shop.org / comScore)http://shop.org/research/original/2013-social-mobile-commerce-consumer-report
2012 Mobile User Survey (Keynote)http://www.keynote.com/docs/reports/Keynote-2012-Mobile-User-Survey.pdf
2013 State of the Union: Mobile Ecommerce Performance (Radware)http://www.radware.com/mobile-sotu2013/
The Danger of a Poor Mobile Shopping Experience [INFOGRAPHIC]http://www.getelastic.com/the-danger-of-a-poor-mobile-shopping-experience-infographic/
Case study: The impact of HTML delay on mobile business metrics (Web Performance Today, November 2011)http://www.webperformancetoday.com/2011/11/23/case-study-slow-page-load-mobile-business-metrics/
I was a mobile-only user for six weeks (Erin Kissane) http://the-pastry-box-project.net/erin-kissane/2013-november-12/
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Velocity Office Hour – Today @ 16:15
webperformancetoday.comtwitter.com/tameverts
linkedin.com/in/tammyevertsplus.google.com/+TammyEverts/
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Questions?