IBM MobileFirst Analytics: Discover what s working, what s not, and why

Transcription

1 IBM MobileFirst Analytics: Discover what s working, what s not, and why Rüdiger Reh, Senior Solution Consultant Tealeaf, D/A/CH, IBM

2 IBM MobileFirst Offering Portfolio Industry Solutions Banking Insurance Retail Transport Telecom Government Healthcare Automotive Strategy & Design Services IBM & Partner Applications Application Application Platform & Data and Platform Data Services Management Security Analytics Development & Integration Services Devices Network Servers Cloud & Managed Services 2

3 IBM MobileFirst Analytics For clients who need to: Optimize digital & mobile experiences to drive online conversion Analyze mobile behaviors and quantify business impact of user struggles Improve customer service resolution and drive loyalty IBM MobileFirst Analytics offers: Automatic detection of customer issues through user and mobile device data User behavior drill down with high fidelity replay & reporting of the user experience Correlated customer behavior with network and application data High conversion and retention rates with quantifiable business impact analysis Available Today! Discover Why customers succeed or fail High-fidelity replay of mobile gestures* for mobile web sessions on ios and Android-based devices. Translate customer feedback into actionable improvements Coming soon: Add-on Heatmap, Link Analytics, Form Analytics, and Attention Maps for better understanding of users intent through highly visual analytics ** Tealeaf CX Mobile 3* Mobile gestures such as zoom in/out, pinch in/out, scroll left/right and orientation change ** Requires integration with additional Tealeaf CX products

4 A mobile enterprise needs Visibility into the customer mobile experience to improve conversions and grow revenue Tealeaf CX Mobile Mobile Analytics Industry-leading customer experience management solutions to mobile websites, native applications, and hybrid apps including support for HTML5. Capture and high-fidelity replay of mobile gestures* for mobile web sessions on ios and Android-based devices help optimize users experiences on mobile web applications. Native Apps Mobile Web Analyze mobile user behaviors and quantify business impact of user struggles with IBM Tealeaf integrated solutions Add-on Heatmap, Link Analytics, Form Analytics, and Attention Map analytics for mobile-web applications Tablets Hybrid Apps HTML5 * Mobile gestures such as zoom in/out, pinch in/out, scroll left/right and orientation change 4 ** Requires Tealeaf cxoverstat add-on

5 Mobile dashboard Automatic detection of mobile customer struggle Cross channel analytics: web, app, mobile site 5 In screen visibility (orientation, swipe, form entry, clicks) to track usability issues Complete experience capture: user actions, application, environmental and network data

6 Mobile replay and in-screen gestures to complete understanding Replay page by page and also see in-screen gestures such as device rotate, swipe, scroll and zoom Orientation-Specific Enhanced Mobile Replay 6 6 6

7 Mobile adoption and user expectations skyrocket 7

8 Mobile trends Smartphone penetration at ~30% and climbing Mobile commerce and content consumption continue to experience rapid growth Mobile sales and traffic for Nov 12 and Dec 12 combined reached 15.7% and 21.9%, an increase of 50.7% and 59.8% over last year, respectively. Mobile on Christmas Day, 2012: Both mobile sales and traffic exceeded 20% for the first time at 20.2% and 29.6%, respectively. 8

9 By 2013 mobile will exceed desktop internet usage 9

10 Mobile Driving Success/Failure ebay sees mobile as a game changer 10

11 What does this mean for adoption and conversion in your business 11

12 Bad Mobile Experiences = Real *sigh* So depressing. Why do this? A bad review in the app store scars your app for life Mobile Orchard (leading ios Blog) 12

13 Expectations vs. Realities 85% of adults who have completed a mobile transaction in the past year expect the experience to be better than using a laptop or desktop computer Yet 41% of comments about the top mobile companies expressed frustration 13 Source: Harris Interactive Survey of Mobile User Experience March 2011

14 Top consumer struggles 1. Inability to complete a transaction 2. Search functionality 3. User interface 63% of all online adults would be less likely to buy from a company via other purchase channels if they experienced a problem conducting a mobile transaction. 14

15 Mobile Commerce: Utter - mobile is down. Not letting me checkout. CS says it's a known problem. On BlackFriday? I just missed two Your app sucks for trying to shop!!! Get your mobile act together - Dear, please fix the mobile version of your website or I am going to kill you Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

16 Best Practices 16

17 Best Practice: Know your users Mobile users contact a company through multiple channels such as desktop web, call center, in store etc. What is mobile s role? Understand more than just user demographics such as Geography, gender, age, income etc. 17

18 Experience your customers Device Gestures and User Behavior Network Reachability Application crashes User Feedback 18

19 Best Practice: Simplify the User Experience As the research shows, only 17 percent of mobile users feel the ease of use is what they would expect. There s a huge opportunity to make ease of use a competitive advantage, whether for mobile sites or apps. 19

20 Simplify the User Experience, Part 2 Move from doing things because they are cool to doing things that help customers buy on mobile devices. Think twice before opting for complex processes and always consider your mobile service from the perspective of your customers. For instance, consider implementing forms that shift orientation from vertical to horizontal in order to enable easier data entry. 20

21 Mobile input mechanism is different clicks don t exist so how do you know what they are doing? 21

22 Make it easy: Design for mobile 22

23 Best Practice: Obtain Continuous Feedback Customers have lots of ways of telling you (and everyone else) what works and what doesn t app store reviews, surveys, focus groups, Twitter, Facebook, etc. They are sharing critical information. Be open to learning and optimizing from what they are saying. 23

24 Listen: Reviews, Tweets, FB = VOC When someone leaves a negative review in the app store, it scars your app for life, you can t respond to it, and you can t learn more about the problem in order to fix it quickly. Mobile Orchard 24

25 Incorporating user feedback quickly stops the damage from spreading 25

26 Best Practice: Measure What Matters Don t send users to your competitors; measure and improve Know what to fix and it s priority; find issues and quantify its business impact 26

27 Measure what matters Identify Key Performance Indicators for your company or business process Time to select a payment mechanism # of steps to complete checkout Percentage of completed money transfers 27

28 Summary Key Trends Mobile growth is skyrocketing User expectations are high Many mobile sites and apps are not meeting user expectations Users are frustrated Best Practices 1. Know your users 2. Simplify the user experience 3. Obtain & incorporate continuous feedback 4. Measure what matters 28

29 Skybet streamlines their online banking login and betting processes for its mobile customers Challenges 1/3 of all bets are placed through the mobile device. Emerging channels like mobile are key to the company s future success and user experience on the mobile is a competitive differentiator. Solution CX Mobile provided evidence of user struggles during registration, user preferences in bet placement, and adverse changes in user behaviors. Tealeaf enabled the customer to quantify business impact of customer challenges across both web and mobile channels. With Tealeaf we know how our customers are using mobile and thanks to Tealeaf we leave nothing to chance. 29 ~ Steve Morrison, Tealeaf Manager at Skybet Benefits Identified a time consuming and confusing process around conversion rates for ID recovery a relatively common occurrence for people trying to login from a stadium to bet on a soccer match. Developed better understanding of the optimal customer path for betting from login to bet placement. Recovery of 400 customers a day that were being lost in poorly user ID/PIN recovery system. Saw an overall jump in betting conversion based on optimized design path.

30 A Leading Telecommunication company avoided $1 million in revenue loss and drove 28% YOY increase in mobile phone sales Challenges The company underwent a substantial re-design for desktop & mobile web sites and sought to improve conversion rates. Solution Used CX Mobile to make inform design decisions based on the mobile user s characteristics. Identified, analyze and addressed issues with Tealeaf as part of redesigning the site Benefits Addressed an issue with adding a family plan, which would have resulted in a loss of $1 million during the beta trials alone. Used Tealeaf to eliminate issues and obstacles on their site to help drive a 28% YOY increase in mobile phone sales. 30

31 A Leading Utility company drove adoption and reduced costs through an optimized mobile site Challenges Wanted to provide a better multi-channel experience across web and mobile sites to drive adoption of services and reduce service costs. Solution Identified mobile features and device types being used to help prioritize development decisions. Tealeaf helped quantify conversion rates / task effectiveness for key user activities such as bill pay.. Benefits Tealeaf was used to test and analyze issues which helped develop a mobile optimized site that was engaging, easy-to-navigate and allowed customers to perform key tasks quickly reducing costly service center costs. 31

32 Zions Bank leverages mobile insights to enhance mobile experience for banking customers Challenges User experience on mobile devices is harder to ensure than on the Web - hard to match usability to consumer expectations. Zions Bank is growing its mobile banking suite needs to respond quickly to ongoing user experience issues and navigation tendencies. Solution. Tealeaf CX Mobile to identify opportunities to make the user experience better or solve problems they might not know existed. Customer experience is vital to growing our business and the mobile channel is particularly critical. With Tealeaf CX Mobile we re able to identify opportunities to make the experience better or solve problems we might not know existed. 32 ~ Matthew Wilcox, Director of Interactive Design Services at Zions Benefits Zions is tracking mobile usage with Tealeaf and are able to make changes on the fly through integration with its underlying mfoundry mobile banking engine. Are now able to replay user sessions and see what the user was looking at when they were using mobile banking

33 Three ways to get started with IBM MobileFirst 1 Visit 2 3 IBM Tealeaf webpage: Learn more: ibm.com/mobilefirst twitter.com/ibmmobile (#IBMMobile) facebook.com/ibmmobile Talk with your IBM representative or Business Partner to find the right next step for you 33

34 34

35 Legal Disclaimer IBM Corporation All Rights Reserved. The information contained in this publication is provided for informational purposes only. While efforts were made to verify the completeness and accuracy of the information contained in this publication, it is provided AS IS without warranty of any kind, express or implied. In addition, this information is based on IBM s current product plans and strategy, which are subject to change by IBM without notice. IBM shall not be responsible for any damages arising out of the use of, or otherwise related to, this publication or any other materials. Nothing contained in this publication is intended to, nor shall have the effect of, creating any warranties or representations from IBM or its suppliers or licensors, or altering the terms and conditions of the applicable license agreement governing the use of IBM software. References in this presentation to IBM products, programs, or services do not imply that they will be available in all countries in which IBM operates. Product release dates and/or capabilities referenced in this presentation may change at any time at IBM s sole discretion based on market opportunities or other factors, and are not intended to be a commitment to future product or feature availability in any way. Nothing contained in these materials is intended to, nor shall have the effect of, stating or implying that any activities undertaken by you will result in any specific sales, revenue growth or other results. If the text contains performance statistics or references to benchmarks, insert the following language; otherwise delete: Performance is based on measurements and projections using standard IBM benchmarks in a controlled environment. The actual throughput or performance that any user will experience will vary depending upon many factors, including considerations such as the amount of multiprogramming in the user's job stream, the I/O configuration, the storage configuration, and the workload processed. Therefore, no assurance can be given that an individual user will achieve results similar to those stated here. If the text includes any customer examples, please confirm we have prior written approval from such customer and insert the following language; otherwise delete: All customer examples described are presented as illustrations of how those customers have used IBM products and the results they may have achieved. Actual environmental costs and performance characteristics may vary by customer. Please review text for proper trademark attribution of IBM products. At first use, each product name must be the full name and include appropriate trademark symbols (e.g., IBM Lotus Sametime Unyte ). Subsequent references can drop IBM but should include the proper branding (e.g., Lotus Sametime Gateway, or WebSphere Application Server). Please refer to for guidance on which trademarks require the or symbol. Do not use abbreviations for IBM product names in your presentation. All product names must be used as adjectives rather than nouns. Please list all of the trademarks that you use in your presentation as follows; delete any not included in your presentation. IBM, the IBM logo, Lotus, Lotus Notes, Notes, Domino, Quickr, Sametime, WebSphere, UC2, PartnerWorld and Lotusphere are trademarks of International Business Machines Corporation in the United States, other countries, or both. Unyte is a trademark of WebDialogs, Inc., in the United States, other countries, or both. If you reference Adobe in the text, please mark the first use and include the following; otherwise delete: Adobe, the Adobe logo, PostScript, and the PostScript logo are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States, and/or other countries. If you reference Java in the text, please mark the first use and include the following; otherwise delete: Java and all Java-based trademarks are trademarks of Sun Microsystems, Inc. in the United States, other countries, or both. If you reference Microsoft and/or Windows in the text, please mark the first use and include the following, as applicable; otherwise delete: Microsoft and Windows are trademarks of Microsoft Corporation in the United States, other countries, or both. If you reference Intel and/or any of the following Intel products in the text, please mark the first use and include those that you use as follows; otherwise delete: Intel, Intel Centrino, Celeron, Intel Xeon, Intel SpeedStep, Itanium, and Pentium are trademarks or registered trademarks of Intel Corporation or its subsidiaries in the United States and other countries. If you reference UNIX in the text, please mark the first use and include the following; otherwise delete: UNIX is a registered trademark of The Open Group in the United States and other countries. If you reference Linux in your presentation, please mark the first use and include the following; otherwise delete: Linux is a registered trademark of Linus Torvalds in the United States, other countries, or both. Other company, product, or service names may be trademarks or service marks of others. If the text/graphics include screenshots, no actual IBM employee names may be used (even your own), if your screenshots include fictitious company names (e.g., Renovations, Zeta Bank, Acme) please update and insert the following; otherwise delete: All references to [insert fictitious company name] refer to a fictitious company and are used for illustration purposes only. 35

36 BACKUP IBM Corporation

37 Tealeaf CX Mobile: Unprecedented Visibility into the Mobile Experience See the complete mobile experience through the eyes of your customers Discover why customers succeed or fail not just a report of what happened Native Apps Mobile Site Automatically detect customer struggles, obstacles or issues Drill down into actual user behavior, complete with gestures Translate customer feedback into actionable improvements Hybrid Apps CX Mobile covers all mobile channels HTML5 Correlate customer behavior with network and application data 37

38 Tealeaf s unique capabilities Log of all mobile web and app events In field & in app analytics All network HTTP Traffic Fine grained behavioral analysis Session level search App crashes before and after 38

39 Coming soon: Usability analytics for mobile web Usability Analytics for mobile web w/ cxoverstat Heatmap Link Analytics Form Analytics Attention Map Form Analytics Heat Maps Link Analytics Attention Maps 39