how poor mobile performance hurts your brand (and by how much)
TRANSCRIPT
Tammy Everts
IRCE Focus – February 2014
How Poor Mobile
Performance
Hurts Your Brand
(and by how much)
Slide 3
• 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
Slide 7
55% of all time spent on retail sites takes place on a mobile device.
comScore, October 2013
Two things are slowing down your mobile site (and they’re completely beyond your control).
• Latency – can range from 35 milliseconds to 350+ milliseconds per resource (e.g. images, CSS files)
• Connection – 3G can be up to 15 times slower than broadband
Slide 12
Radware, 2013 State of the Union: Mobile Ecommerce Performance
Slide 13
Radware, 2013 State of the Union: Mobile Ecommerce Performance
Slide 14
Slide 18
By 2017, retail mcommerce is expected to hit $113 billion – 26% of total ecommerce sales.
eMarketer, September 2013
Slide 22
Case study: The impact of HTML delay on mobile business metrics
“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
Slide 24
The problem with surveys…
Traditional research relies on eliciting post-cognitive
responses.
But thinking and talking about emotions changes and
distorts them.
Slide 25
Five benefits of neuroscientific testing
1 Evaluates think/feel (not say)
2 Quantified data
3 Moment-by-moment interaction
4 Cause-and-effect triggers
5 Fresh, deeper insights
Slide 26
Our research team
• Seren – leaders in customer experience & service design
• Neurosense – global leader in implicit methodologies
• NeuroStrata – expert consultants in blending neuromarketing
applications
Slide 28
Our testers
• 24 testers (12 male and 12 female)
• Pre-screened to ensure normal cognitive functioning
• Experienced mobile device users
• Did not know they were part of a performance study
Slide 30
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
Slide 31
Slide 33
Why test a 500ms delay?
Case study: The impact of HTML delay on mobile business metrics
Slide 34
We focused on the metrics most affected by the 500ms delay.
Frustration
Emotional engagement
If pages aren’t fast, everything suffers.
Content “boring”
Visual design “tacky” and “confusing”
Navigation “frustrating” and “hard-to-navigate”
Slide 42
1 People feel “web stress” even when mobile shopping under
ideal conditions.
2 Slower web performance has a clear and measurable impact
on people at a neurological level.
3 Slow sites can seriously undermine overall brand health.
4 The nature and scale of impact varies, depending on a
number of factors (e.g. inherent strength/weakness of brand).
5 This presents great opportunities to strengthen overall brand
by investing in performance optimization.
Slide 45
http://www.radware.com/mobile-eeg2013/
Slide 47
Sources
Web 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/
Slide 48
webperformancetoday.com
twitter.com/tameverts
linkedin.com/in/tammyeverts
plus.google.com/+TammyEverts/
Slide 49
Questions?