Mobile Web Stress

1. Mobile Web Stress Understanding the neurological impact of poor performance Tammy Everts Velocity Europe – November 2013

2. Why neuroscientificmobile testing?

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

6. It’s a mobile-first world.

7. 55% of all time spent on retail sites takes place on a mobile device. Shop.org / comScore, October 2013

9. Stuart McMillan, Schuh’s Journey to RWD (Conversion Conference 2013)

10. Three all-too-common mobile assumptions

11. Assumption #1 Mobile users expectpages to be slow.

12. Keynote, 2012 Mobile User Survey

13. Radware, 2013 State of the Union: Mobile Ecommerce Performance

14. Radware, 2013 State of the Union: Mobile Ecommerce Performance

15. Assumption #2 Mobile users want to browse, not buy.

16. By 2017, retail mcommerceis expected to hit $113 billion –26% of total ecommerce sales. eMarketer, September 2013

17. Mobile shopping cart abandonment rate is 39% greaterthan desktop rate. 2013 Google I/O

18. Assumption #3 Users will stick around, even if pages are slow, if they really want to buy.

19. Skava/Harris Interactive, 2013

20. What is emotional engagement research?

21. “95% of the consumer’s decisions are made at the subconsciouslevel.” Dr. Gerald Zaltman, Harvard UniversityExecutive Committee of Harvard University’s Mind, Brain and Behavior Interfaculty Initiative

25. Patients with damage to emotional parts of the brain cannot make decisions, despite having no change in IQ. Antonio Damasio, Descartes’ Error

26. The problem with surveys… Traditional research relies on eliciting post-cognitive responses. But thinking and talking about emotions changes and distorts them.

27. Five benefits of neuro-scientific testing • Evaluates think/feel (not say) • Quantified data, at deeper-than-Qual levels • Moment-by-moment interaction • Cause-and-effect triggers • Fresh, deeper insights

28. Simplified cognitive timeline

29. EEG Emotional Engagement Study

30. Our research team • Seren– leaders in customer experience & service design • Neurosense– global leader in implicit methodologies • NeuroStrata– expert consultants in blending neuromarketingapplications

31. The brands we tested

32. 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

33. Jakob Nielsen, Why You Only Need to Test with 5 Users, 2000

34. 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

36. Why test a 500ms delay? Case study: The impact of HTML delay on mobile business metrics

37. We focused on the metrics most affected by the 500ms delay. Frustration Emotional engagement

39. Normal speed 2.83s 2.66s 2.92s 4.24s

40. Frustration levels across sites (normal speed)

41. Engagement levels across sites (normal speed)

42. 500ms delay: Peak frustration results

43. 500ms delay: Average engagement results

44. Impact of site speed on post-test brand association

45. 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.

47. Erin Kissane, November 2013

48. Bonus Study: Implicit Response Test The effect of loading speed on brand perception

49. We react faster to congruent stimuli than incongruent stimuli.

50. https://www.projectimplicit.net/index.html