Your source for mobile intelligence, analysis and key trends April 2016

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PerformancePeaK

Why every mobile design choice must weigh speed against value

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When it comes to the mobile web, consumers have a need. A need for speed. Forget that said consumer might be on a jam-packed

subway train at 8:30 a.m. on Tuesday—a time when

commuters checking work email is about predictable as

you not as nabbing a seat and when wireless networks

are struggling to keep up. Forget that Wi-Fi in that

department store may be spotty. Forget that mobile

devices vary greatly in size and shape and therefore

designing a website that is appealing and easy to

navigate is more difficult for a mobile device than for a

PC. Forget all that. Consumers expect using a mobile

site or app to be fast and easy. In most cases, in fact, they

expect it to be as fast and easy as using a PC.

And brands, in order to succeed, need to take the

Marshall Field approach to mobile site performance.

They need to give the lady (or man) what she wants.

Even if the bar is set painfully high.

Only 6% of U.S. consumers will wait for a slow-loading

mobile site, according to a December report from

Mobile sites and apps must respond quickly or consumers will move on. Every design choice must weigh speed against value.

BY KAtie evAns And April Berthene

e-commerce software provider

Episerver. The online survey,

conducted by research company

ResearchNow, polled 1,000 U.S.

mobile device owners. Mobile

devices include both smartphones

and tablets, and 60% of the survey

respondents owned both.

Another telling data point from the

survey: Consumers in many cases

turn to the mobile web over PC

precisely for speed and convenience.

In terms of mobile commerce, the

top reason for browsing products on

a smartphone rather than on a PC

or in a physical store is speed and

convenience (46%), according to the

survey. The next most popular reasons

were email offers, mobile coupons and

brand affinity.

And, it seems many shoppers are

dissatisfied with the current state

performAncepeak

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of mobile site performance. More than half (51%) of

U.S. consumers ranked slow-loading mobile sites as

their biggest frustration when browsing on a mobile

device. When experiencing difficulties accessing a

mobile site only 6% keep using the site. 42% leave the

site, 26% access the site from their desktop later on,

14% try a competitor, 6% contact customer service, 2%

leave negative feedback on social media, 3% have not

experienced difficulties and 1% responded “other.” The

survey didn’t ask consumers to define a slow or difficult-

to-access mobile site.

The good news is that there is help to optimize mobile

site and app performance. The better news is that

companies that do invest in making mobile sites and

apps faster and easier to use in many cases are finding

their investments paying off.

Just ask mike hoefer, director of web development at King Arthur flour, who’s seen this firsthand. A fast mobile

website provides more than just a better shopping

experience for consumers, he says—it will also boost

conversion rates.

In October, the baking goods retailer

decided to upgrade its site so it would

load faster on desktop and mobile

devices. King Arthur Flour employed

website performance vendor Yottaa

for the task, a departure from its

past practice of using its four-person

in-house tech team of developers and

engineers.

“Previously we were doing it all

ourselves on our own server,” Hoefer

says. “We weren’t able to have the

sophistication, the same level of

advance technology that a provider

like Yottaa offers.”

The retailer has Yottaa store the static

content of Kingarthurflour.com,

which is about 80% of the website,

on Yottaa’s servers which are

dispersed across the country. Static

content is everything on the site that

is not personalized for a consumer,

such as the product listings or

company information and logos. If a

consumer located in Chicago went to

Kingaruthurflour.com on her mobile

device, instead of the browser calling

the site from King Arthur’s servers

at its headquarters in Vermont, the

browser will call the cached site

from a nearby Yottaa server. Having

the server physically close to the

consumer speeds up the site, Hoefer

says.

For the site’s dynamic content, such

as a shopping cart and checkout

pages, the site must still be routed

through King Arthur’s servers.In a four-week A/B test, the tablet and smartphone conversation rate was 15% higher for the Yottaa traffic, King Arthur Flour says.

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and apps. The companies with the

best mobile site and app performance

are those that walk the fine line

between user experience of each

mobile page and its performance,

says Peter Kacandes, senior product

marketing manager, mobile, web

and synthetics, for AppDynamics, a

mobile and web performance moni-

toring firm.

Each week AppDynamics and Mobile

Strategies 360 publish an index

ranking the same 30 mobile sites

based on their mobile performance

that week.

Six months into publishing

the weekly index, it was clear

that Mortons, Travelocity,

NorthwesternMutual, Etsy, Gilt and

Amazon consistently rank in the top

spots on both 4G and 3G networks.

“The companies that are consistently

at the top are the ones that are

very conscientious about including

performance considerations as they

make their design, product and

business decisions,” Kacandes says.

Every web page is trade-off between

the design of the page and speed,

Kacandes says. And ditching graphics

is not necessarily the way to achieve a

top-performing mobile site.

“Sure, if you eliminated all images,

that would speed up your site, but

then what is the user experience of

that page without any images?” he

In a four-week A/B test in October, in which half

of King Arthur Flour’s traffic was filtered through

Yottaa’s servers and half was routed normally through

the retailer’s own servers, the conversion rate for the

Yottaa-routed traffic was 8.8% higher across all devices,

and the tablet and smartphone conversation rate was

15% higher for the Yottaa traffic.

“Customer experience is the reason we did this—and

conversion rate improvement—that’s the hard ROI,”

Hoefer says.

In that same A/B test, King Arthur Flour’s pages loaded

completely 20% faster compared to not having the site

cached, across all devices. The time it took for a page

to start loading was also 36% faster across all devices,

Hoefer says. More than 50% of King Arthur Flour’s

traffic comes from a smartphone or tablet, and 25% of

sales are made via a mobile device, he says.

Speeding up the site was a large investment for

King Arthur Flour, Hoefer says. The retailer signed

a two-year, six-figure commitment with Yottaa, he

says. King Arthur Flour pays Yottaa monthly based

primarily on traffic sent to the Yottaa servers. It took

about two months to implement these performance

improvements, including the four-week testing period,

Hoefer says.

the King Arthur flour example illustrates that it takes work, and investment, to deliver fast mobile websites

miKe hoeferdirector of web development, King Arthur flour

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one had removed after those projects

ended. These unused elements were

contributing to a third of the page’s

download time, Kacandes says.

Another lesson learned from the

index: Working on mobile speed

and site optimization does pay off.

Companies that analyze performance

and make tweaks to improve can

make notable changes to their

mobile sites. Even though it may

seem that the companies at the top

of the Mobile Strategies 360 and

AppDynamics index have a lock

on their positions—they don’t. For

example recently web-only sports

and entertainment decal retailer

Fathead.com jumped to No. 1 on the

says. “It’s all about optimization and getting the most

bang for the buck.”

For example, having fewer and smaller images would

help the site load faster. However, if images are key to

boosting conversion rates, then the images are worth

the performance penalty, Kacandes says.

“It’s not about the performance of an individual byte,

but rather it is about making sure that you are getting

maximum business value for every byte that you have

to download, since every additional byte will add some

performance penalty,” he says.

Each company should audit its mobile site’s

performance to see which elements add the most to

the mobile site’s load time. Social news website Reddit

which is not on the index, for example, discovered

that its mobile site took 25 to 30 seconds to load,

largely in part because of the Reddit icon, which was

an animated image that appeared on every post in the

newsfeed and other places, Kacandes says. The icon,

however, was only animated when a reader hovered

over it, so this feature even didn’t work on mobile

devices, as touchscreens don’t have a hover function.

“They had design elements in the page that had

absolutely no business value, and, in fact, couldn’t even

be invoked on a mobile device, yet were having a huge

effect on the performance of the page,” Kacandes says.

Third-party or offsite content, such as images from

social media or advertising tracking pixels, can especially

cause slow load times, Kacandes says. During an audit

of a mobile page, companies can see which elements are

causing a page to load slowly and then determine if those

elements are necessary to the function of the page.

Case in point: One of AppDynamics’ clients found that

half of the third-party content on its pages were left

over from previous campaigns and initiatives that no More than 50% of King Arthur Flour’s traffic comes from a smartphone or tablet.

SponSored Spotlight

Win the wireless last mile to succeed at e-commerce

it happens everyday; a consumer decides she wants a product, grabs her mobile device or laptop and goes to an online store to buy it. But the site is running slowly,

and while she may wait for five seconds, six may be too long. She leaves that site and heads over to its competitor to purchase her goods—likely never returning to the original site.

According to a recent study by instart logic, a service that helps businesses speed up the delivery of their cloud applications, 68% percent of consumers will not wait longer than five seconds for a page to load on a mobile device. the study also shows that e-commerce conversion rates drop by up to 50% when mobile page load times increase from one to six seconds, and more than 75% of customers head over to a competitor’s site when a page is loading slowly.

“Customer expectations are high,” says Ami Badani, head of product and corporate marketing at instart logic. “they want a seamless experience across multiple devices. And they expect sites to be fast and secure.”

Adding to the problem, Badani says, is that sites are increasingly becoming “heavier” in terms of the data required to display them. “Fifteen years ago, there used to be static websites with text and a few images. Fast forward to today, sites are visually rich, immersive, personalized and dynamic,” she explains. “All of that is making websites heavier. And over time, it drags on performance—pages are slow to load and user experience plummets.”

instart logic’s study finds that in one year, the median webpage size has grown by 67% and, since 2011, mobile pages have grown 203%. this growth rate can be attributed to responsive design and the increased amount of content on sites—including embedded third-party content, such as social sharing widgets, analytics track-ers and ads. “And that will never change,” Badani adds. responsive design allows a single website to adjust to the size of the screen the visitor is viewing. For retailers, failing to offer a satisfying customer experience often translates to lost customers and lost revenue. in fact, 88% of customers are less likely to return to a site after a bad experience, the study reported.

Badani says it’s critical for retailers to focus on speeding

up their sites for the wireless last mile—which includes 3g, 4g, lte and Wi-Fi. “the internet by and large has gotten faster. it’s really that wireless last mile where there’s the most amount of congestion and latency today,” she says.

retailers must understand which elements of the website each user is interacting with, as well as how he is interacting with them, Badani says, and then optimize for that behavior. “With instart logic’s service, for example, we can optimally send down the appropriate components of that retailer’s website faster because we’re able to address the challenges associated with the wireless last mile. We’re feeding intelligence back into our software platform to better optimize how that website is loaded.”

this intelligence proved successful for instart logic client Moda operandi. in 2014, the fashion e-commerce retailer set out to rebuild its platform, but wanted to make sure web pages and images—so important to its business—loaded fast, especially on mobile devices, from which more than 40% of its customers accessed the site. After partnering with instart logic, Moda operandi’s overall load time fell by 30%, with pages typically loading in only two to three seconds.

“there are a lot of things retailers do today to better optimize their websites—such as improving checkout or putting in various tools to enhance shopping experience—but if the end user can’t access the website because it’s slow, then none of this matters,” Badani says.

the e-commerce landscape has changed, and Badani says retailers need new, innovative solutions that use intelligence to optimize the user experience. “there are a lot of implications as it relates to revenue,” she adds. “the simple truth is the old world way of optimizing your website doesn’t work in the new world, and it’s time to change.”

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desktop site in-house. Since the tech-

nology uses rapidly moving images,

and not a video file, the desktop

pages are as heavy as 10 to 15 mega-

bytes, Edelman says. Replicating this

technology on the separate mobile

site, and getting those heavy pages to

load fast, took some work, he says.

“Mobile is an even bigger challenge,

since the bandwidth is not as large

on the mobile website as it is on

desktop,” Edelman says.

After developing and testing the

mobile technology for nine months,

the retailer brought the image

technology onto the mobile site.

JamesAllen.com, which has about

3G index, from No. 12 a week earlier. Fathead jumped

up the index by following many tips recommended by

Kacandes, such as using minification.

What is minification? When a programmer writes

JavaScript or Cascading Style Sheet (CSS) code, he

writes in a clean way with spaces and breaks so it is easy

to review and understand. Once it is deemed good to go,

minification removes unnecessary characters, breaks

and spaces from source code, which a developer can do

without affecting functionality. This condenses the file,

making it smaller and quicker to download, and thus

shaves time off the total page load time.

As Kacandes points out, stripping away all the alluring merchandising elements and helpful product imagery

might get you a fast-loading site, but a lackluster, vanilla

site will do little to drive conversions. And, businesses

smart about mobile design can usually come up with a

compromise.

One example of a business finding a balance between

performance and merchandising is jewelry retailer

JamesAllen.com. Its mobile conversion rate doubled

after the online retailer added spinning and interactive

images to its mobile site. However, it added the imagery

in such a way that the performance impact was

minimal—although it took some doing.

For the past two years JamesAllen.com has had dynamic

images on its desktop site, and shoppers asked for the

same technology to be available on mobile. That led the

retailer to add it to the mobile site as well, says Oded

Edelman, CEO and co-founder of JamesAllen.com.

When a shopper visits the mobile site and pulls up an

image of a diamond or a ring, the product spins so she

can view it from all angles. A consumer can also tap on

the image, to stop it from spinning, and turn the image

at her own pace.

James Allen developed the image technology for its

After deploying rotating images on mobile, engagement ring purchases made on smartphones increased 466%, James Allen says.

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peak performance

contributing to 77% of the increase

in consumer time spent with digital

media. Time spent in mobile brows-

ers, meanwhile grew 53%, and laptop

and desktop time grew 16%.

However, Adobe’s December Digital

Index “Mobile Benchmark Report”

delivered some grim news for retail-

ers and financial institutions: After

little more than a dozen app opens,

consumers typically will abandon

those apps. The data from the second

quarter of 2015 is based on Adobe

aggregated consumer data from

more than 65 billion app launches

across industries and regions, and

website visitor behavior from more

than 500 billion visits to more than

13,000 websites.

300 employees, has about 10 to 12 employees working

exclusively on the mobile site, Edelman says.

The pages with the interactive images are half as heavy

as the interactive desktop pages and still load in about

three seconds when connected to Wi-Fi, or six seconds

on 3G or 4G cellular networks, Edelman says.

The retailer achieved this by using servers across the

nation deployed by content delivery network of Akamai

Technologies Inc. to store and deliver the content to

nearby consumers. Plus, JamesAllen.com reduced the

number of images it uses for the 360-degee turns on

mobile. On desktop, James Allen uses 512 images to cre-

ate the illusion that a ring is turning. On mobile devices

connected to Wi-Fi, James Allen uses 256 images and

on mobile devices connected to a cellular network, it

uses 128 images, Edelman says.

Since deploying the mobile technology in March 2015,

engagement ring purchases made on smartphones

increased 466% year over year and the retailer’s mobile

conversion rate doubled, Edelman says.

But mobile sites are just one way consumers access brands on mobile devices. Apps today make up a large

and growing portion of time consumers spend on

mobile. For example, recent research from comScore

Inc. finds that 54% of the time consumers spend with

digital media occurs within a mobile app. The Internet

research firm goes on to note that from June 2013 to

June 2015 mobile app use was far and away the growth

leader, with time spent in apps growing 90% and

oded edelmAnceo and co-founder, JamesAllen.com

The pages with the interactive images still load in about three seconds when connected to Wi-Fi, or six seconds on 3G or 4G cellular networks.

SponSored Spotlight

Site performance relies on greater visibility

high-end department store nordstrom inc. is renowned for the customer service it delivers in stores and strives to offer the same service to online

shoppers. So, a few years ago, when its online customer satisfaction scores dropped, the luxury retailer set out to discover why.

nordstrom searched for a performance management tool that offered a complete view of each online interaction, from its back-end servers to the customer’s browser. it found what it needed in SoAStA’s real-User Monitoring (rUM).

“rUM allows retailers to monitor their live site 100% of the time and flag issues as they arise,” says tammy everts, performance advocate at SoAStA, a digital performance management (dpM) firm and nordstrom’s dpM solution provider. “it also keeps all of that data to use for analyzing performance trends.”

that’s exactly what nordstrom did. Using SoAStA’s mpulse rUM tool, the retailer—which had primarily focused on back-end performance—ultimately discovered that its front-end performance was unsatisfactory. it immediately addressed the front-to-back performance issue. it also gained a better understanding of how user experiences impacted business. the retailer used that data to identify and fix the problems—such as poorly per-forming third-party scripts—that were hurting customer satisfaction.

“plenty of retailers face challenges similar to nordstrom’s,” everts says. “Many of these retailers aren’t sure what to do about them.”

Appreciating the role analytics plays in performance is critical to retail success, she adds. “performance matters,” everts says. “We’ve done countless studies and found that if you make your pages even one second slower or faster, you affect customer conversion and retention rates.”

According to a study by Aberdeen group, a one-second page-load delay decreases customer satisfaction by 16%. Another study, by Akamai technologies inc., found that 47% of consumers expect pages to load in two seconds or less, 40% abandon pages that take more than 3 seconds to load, and 79% of shoppers who are dissatisfied with site performance are less likely to return to that site.

everts says retailers face three big performance challenges.

First, retailers gather massive amounts of data, but

struggle to make it actionable. “it’s important that they actually glean insights from all of their data—and apply those insights to their site and to their business,” everts says.

Second, everts says that correlating performance to the business is a lot of work, but worth the effort. “if you gather enough of your UX data, you will always find a business metric that is affected by performance,” everts explains. “And you can then address it.”

And finally, retailers must create a culture of perfor-mance throughout their organization. “Success relies on getting everyone in the business to care about perfor-mance—from C-suite to marketing and sales to designers and developers,” she says. “everyone who touches a web page needs to know they affect performance.”

digital performance management tools such as those offered by SoAStA—which include Cloudtest for test-ing, mpulse for real user monitoring, the data Science Workbench analytics engine, and touchtest for mobile testing—may be the solution. With these tools, retailers like nordstrom are able to boost the performance of their sites—positively impacting both customer experience and their bottom lines.

“With step-by-step analysis and diagnostics, retailers can determine the specific performance areas they need to focus on,” everts explains. rather than worrying about fixing hundreds of potential problems across thousands of pages, for example, they can tackle the 10 most critical problems that are affecting their business.

“in the past, there has been a lot of anxiety around performance. Whenever you don’t have visibility, you feel out of control,” everts says. “today there are great tools that give you that control, so you can go home at the end of the day knowing you’ve not only improved performance, but you’ve also improved your customers’ experience and your bottom line.”

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peak performance

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Other research from Millward Brown Digital published

in August finds 32% of consumers say they deleted an

app because it wasn’t easy to use and 39% because of

technical issues.

Making an app fast should be a top priority, says Noah

Glass, founder and CEO at Olo, a digital ordering ven-

dor that created apps for fast food brands including Five

Guys, Noodles and Company and Fazoli’s. If consumers

have to wait more than eight seconds, the app is too

slow, he says.

Glass recommends that the first page load within two

seconds and that companies prioritize speed over a

beautiful design and images.

“The more clicks that are involved, the more seconds

that are involved, correlates directly with drop-off, with

people abandoning their carts,” Glass says.

Since apps are for loyal customers, Glass recommends

cutting out a welcome page and an About Us page, since

those elements add to the data an app needs to deliver

to a mobile device for information that loyal customers

don’t need.

Having a fast, lightweight app will also free up space

on a consumer’s smartphone. 51% of consumers say

they have deleted an app because they needed to free

up memory on their smartphones, according to the

Millward Brown study.

While a consumer is in an app,

businesses should engage him.

One method of doing this is in-app

messages. Those messages are

opened five times more often than

a push notification, or an alert that

comes to the consumer’s lock screen,

says Stephanie Capretto, strategy

consultant at mobile technology firm

Urban Airship. Urban Airship has

worked with several brands on their

mobile app engagement, including,

The Walgreen Co., Virgin Atlantic,

RedBox Automated Retail LLC,

Airbnb Inc., Regal Entertainment

Group and Alaska Air Group.

Fashion flash-sale retailer Rue La La

uses in-app messages to create an

urgency about purchasing products,

for example, by letting a shopper

know she has a credit in her account

or that a free shipping offer is about

to expire, says Arash Hadipanah,

senior mobile product manager at

Rue La La. RueLaLa.com generates

50% of its revenue and traffic

from mobile devices, with a large

majority of that coming from its app,

Hadipanah says.

This personal touch that Rue La La

puts on its message is key, Capretto

says. The more tailored and targeted

the messaging is to audience

segments and individuals the higher

the response rate, she says. Averaged

across Urban Airships clients, highly

targeted messages have 293% greater

response rates than messages sent to

all app consumers, she says.

noAh glAssfounder and ceoolo

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peak performance

Brands should be careful, however,

about how many messages they send.

34% of consumers say they have

deleted an app because the app send

too many ads or alerts, according to

the Millward Brown study.

Averaged across Urban Airship’s

retail clients, consumers who have

opted in to push notifications open

the app 40% more often per month

than consumers who have not opted

in, and are 116% more likely not to

abandon the app, Capretto says.

Be it apps or sites, peak performance

on the mobile web requires work.

However, with the right help and the

right approach, many companies are

making big strides in keeping small

screen customers happy—and coming

back for more.

Business can also use apps to engage with customers

in ways that mobile sites can’t, such as by sending push

notifications that show up on a consumer’s phone even

before she opens it. Typically the user must choose to

receive those notifications in an app. Push notifications

are a great way to remind a consumer that she has the

app on her smartphone, Urban Airship’s Capretto says.

“This engagement tactic can alert the user outside of

the app experience that content or offers are awaiting

them inside the app,” Capretto says.

Rue La La uses push notifications to keep its consumers

opening its app, Hadipanah says. If a Rue La La

shopper has left in her cart a product that is about

to sell out, the retailer will send a push notification

reminder her that time is running out for her to

purchase the item.

“Having a little reminder has actually increased con-

version for us,” says Hadipanah, who declined to give

specifics.

Rue La La uses push notifications to keep its consumers opening its app. The retailer generates 50% of its revenue and traffic from mobile devices.

SponSored Spotlight

How to make images load quickly and look great on every device

high-quality product images are a top priority online, as the shopper can’t hold the product in her hand and examine it closely as she would in

a store. it is essential for customers to be able to see clearly what merchandise looks like and zoom in on its details. An image makes it easier for a customer to choose a color and size or add on other options she may want in the product.

“other than the ability to collect money, images are probably the most important thing to selling goods online,” says Kelly Sutton, chief product officer at imgix, an image-optimization company. “if something doesn’t look good or a customer isn’t able to see what she’s about to purchase, the likelihood of the sale drops significantly.”

it makes sense that customers don’t want to buy something they can’t see clearly. Many retailers struggle to optimize their product images appropriately for the many different types of devices—such as desktops, laptops, tablets and phones—consumers use today. And this has become even more of an issue in the age of responsive design, in which a retailer develops a single site that changes its look depending on the device the consumer is using. As result of a responsive design, retailers today are often facing one of two major prob-lems, he says.

“images may be too large for the mobile device the retailer is sending them to, which significantly slows down the page load time—often so much so that the customer leaves the site and doesn’t return,” Sutton says. “the other issue is that the retailer’s internal tech-nology team ends up spending all of their time trying to optimize images for each different device, which can be a full-time job, instead of focusing on the core business.”

either way, Sutton says, the result can mean lost sales.eventbrite—the world’s largest self-service ticketing

platform—faced this problem a few years ago. the site’s users upload many photos to market each event, and the company wanted to ensure customers could quickly

access those images—whether on computers, tablets or phones. At the time, eventbrite had a robust internal image-processing system, but the system was expensive and required full-time engineers. But changing the process would have meant reprocessing the more than 10 million images that already lived on its site.

By bringing on imgix as its image-processing partner, eventbrite was able to resize and crop images dynami-cally in real time, which meant the company didn’t have to store and pay for rendered variations. “our system allows our clients to add a few more bits of data to the end of an image address to define how they want that image to change,” Sutton explains. “By changing these Url parameters, you’re able to resize the image. that’s the only signal our system needs to take that master product photo and change it into the exact perfect size per device.”

For eventbrite, the results of switching to imgix were significant. the automated service has allowed it to serve up the correct image size and format for each device. And with several images per page, the company is saving at least 100 kilobytes per image. And because the weight of each page declined, so too did the page load time. this has led to a much better user experience and increased user retention. And the engineering team now has more time to focus on tasks core to the business.

“Until recently, the tools haven’t existed to diagnose these problems and fix them,” Sutton explains. “now, they’re out there, and if retailers aren’t thinking about this type of service, they might be leaving a lot of money on the table because they are likely losing out on a lot of sales.”

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