MeasureWorks - Emerce eTravel 2012 - Engage with your visitors through Net Performance Score (final)
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A faster website equals more revenue and happier customers. But what makes a website 'feel' fast to your end users... We've asked 100 average users 1 simple question: "Which travel site would you recommend to friends and family in terms of performance?" This presentation covers a validation of the surveyed people's Net Performance Score with a focus on how people experience performance.
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MeasureWorks - Emerce eTravel 2012 - Engage with your visitors through Net Performance Score (final)
- 2. @jeroentjepkema Performance :: Actionable Insights :: Engagement
- 3. Do you need a fast break? Engage with your travelers through Net Performance Score Emerce eTravel, 7 June 2012
- 4. Performance is not a Feature...
- 5. Just a 1-second delay @jeroentjepkema, MeasureWorks
- 6. Just a 7% 1-second loss in delay conversion @jeroentjepkema, MeasureWorks
- 7. Just a 7% 11% 1-second loss in fewer delay conversion page views @jeroentjepkema, MeasureWorks
- 8. Just a 7% 11% 1-second loss in fewer 16% decrease in customer delay conversion page views satisfaction @jeroentjepkema, MeasureWorks
- 9. Just a 7% 11% 1-second loss in fewer 16% decrease in customer delay conversion page views satisfaction @jeroentjepkema, MeasureWorks
- 10. 49% less likely to visit again 7% Just 11% a 16% decrease 1-second loss in fewer in customer conversion delay views page satisfaction @jeroentjepkema, MeasureWorks
- 11. 49% less likely to visit again 7% Just 11% a 16% decrease 1-second loss in fewer 46% visits competition in customer conversion delay views page satisfaction @jeroentjepkema, MeasureWorks
- 12. 49% less likely to visit again 7% Just 11% a 16% decrease 1-second loss in fewer 46% visits competition in customer conversion delay views page satisfaction 21% decides to tell others @jeroentjepkema, MeasureWorks
- 13. Social buttons
- 14. Social Mentions = Performance KPI @jeroentjepkema, MeasureWorks
- 15. About 5% of social mentions for online travel are about bad performance In cooperation with: @jeroentjepkema, MeasureWorks
- 16. About 5% of social mentions for online travel are about bad performance (To put it in perspective: Only 16% of your visitors complain directly to you) In cooperation with: @jeroentjepkema, MeasureWorks
- 17. Emerce: Can you do a performance review? @jeroentjepkema, MeasureWorks
- 18. Time for an experiment... ;-) @jeroentjepkema, MeasureWorks
- 19. 1. Select 5 companies from Twinkle Travel30+ @jeroentjepkema, MeasureWorks
- 20. 1. Select 5 companies from Twinkle Travel30+ 2. Survey 100 people: “Which website will you recommend in terms of performance” @jeroentjepkema, MeasureWorks
- 21. 1. Select 5 companies from Twinkle Travel30+ 2. Survey 100 people: “Which website will you recommend in terms of performance” 3. Perform Web Performance scan: Can we validate survey results? @jeroentjepkema, MeasureWorks
- 22. Net Performance Score @jeroentjepkema, MeasureWorks
- 23. Selecting a travel site @jeroentjepkema, MeasureWorks
- 24. Selecting a travel site @jeroentjepkema, MeasureWorks
- 25. Question 1. Search for a sun vacation at 5 travel sites Survey @jeroentjepkema, MeasureWorks
- 26. Action 1. Search for a sun vacation at 5 travel sites Question 2. Rank each websites Survey from 1-5 @jeroentjepkema, MeasureWorks
- 27. Browser: IE8 Location: Amsterdam Bandwith: 5Mbs down Performance tooling @jeroentjepkema, MeasureWorks
- 28. Net Performance Score “Would your recommend my travel site in terms of performance?” @jeroentjepkema, MeasureWorks
- 29. And the winner is... @jeroentjepkema, MeasureWorks
- 30. And the winner is... N=87 Rank Weigthed Score Neckermann 3 279 Arke 4 265 Globe 5 243 @jeroentjepkema, MeasureWorks
- 31. And the winner is... N=87 Rank Weigthed Score Sunweb 1 429 Neckermann 3 279 Arke 4 265 Globe 5 243 @jeroentjepkema, MeasureWorks
- 32. And the winner is... N=87 Rank Weigthed Score Sunweb 1 361 D-reizen 2 314 Neckermann 3 215 Arke 4 210 Globe 5 205 @jeroentjepkema, MeasureWorks
- 33. ??? @jeroentjepkema, MeasureWorks
- 34. Perceived vs. Technology @jeroentjepkema, MeasureWorks
- 35. Web Performance: ”Technology perspective” (What makes a website slow?) @jeroentjepkema, MeasureWorks
- 36. Page speed... @jeroentjepkema, MeasureWorks
- 37. Page Load Time: Homepage Start Render Page Load time Page Speed Score Top30 Average 2,97s 5,32s 74 @jeroentjepkema, MeasureWorks
- 38. Page Load Time: Homepage Start Render Page Load time Page Speed Score Sunweb 1,45s 3,08s 55 Arke 3,10s 3,39s 90 Top30 Average 2,97s 5,32s 74 Neckermann 2,03s 5,40s 62 D-reizen 4,30s 7,24s 76 Globe 2,80s 7,79s 69 @jeroentjepkema, MeasureWorks
- 39. Time to first byte
- 40. Time to first byte Speed: 9,6s TTFB: 0,71s Worldticketcenter.nl @jeroentjepkema, MeasureWorks
- 41. Time to first byte Speed: 9,6s TTFB: 0,71s Worldticketcenter.nl Speed: 13,6s TTFB: 3,19s NShispeed.nl @jeroentjepkema, MeasureWorks
- 42. Time to first byte Speed: 9,6s TTFB: 0,71s Worldticketcenter.nl Speed: 13,6s TTFB: Top30 Average 3,19s NShispeed.nl 0,39s @jeroentjepkema, MeasureWorks
- 43. Time to first byte Speed: 9,6s TTFB: 0,71s Worldticketcenter.nl Speed: 13,6s Sunweb Arke Globe D-reizen Top30 Average 3,19s TTFB: Neckermann 0,2sNShispeed.nl 0,30s 0,32s 0,35s 0,39s 0,44s @jeroentjepkema, MeasureWorks
- 44. Page Size
- 45. Page Size Elements per page (Kb) (%) Sunweb 0% 15% 2% 80% 3% 233 D-reizen 22% 4% 48% 24% 2% 673 Globe 0% 33% 5% 50% 11% 713 Average 24% 6% 57% 10% 4% 1142 Arke 24% 6% 50% 20% 1% 1142 Neckermann 0% 27% 3% 68% 1% 1528 0% Javascript CSS Images Flash HTML 100% @jeroentjepkema, MeasureWorks
- 47. Neckermann Page size: 1543Kb Page load time: 43,23s @jeroentjepkema, MeasureWorks
- 48. Neckermann Page size: 1543Kb Page load time: 43,23s @jeroentjepkema, MeasureWorks
- 49. 3d Party content
- 50. 3d Party Performance #Requests % 3d Party objects rank Travel30 Sunweb 58 2 3% 1 Globe 84 5 6% 20 Neckermann 99 16 16% 12 D-reizen 111 19 17% 23 Travel30 average 90 17 19% Arke 50 17 34% 4 3d Party content
- 53. Worldticketcenter.nl 30 25 22,0 19,0 20 15 10 5 2,9 3,2 3,6 2,5 2,4 2,6 2,5 2,5 2,7 2,8 2,5 2,6 2,7 3,0 2,7 2,5 2,8 2,8 3,1 2,6 2,5 2,5 2,8 2,6 0 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 1 2 3 4 5 6 7 8 9 10 31 May 2012 1 June 2012 @jeroentjepkema, MeasureWorks
- 54. Worldticketcenter.nl 30 25 20 15 10 5 0 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 1 2 3 4 5 6 7 8 9 10 31 May 2012 1 June 2012 @jeroentjepkema, MeasureWorks
- 55. Summary: Technology vs. 100 people... @jeroentjepkema, MeasureWorks
- 56. Speed First Byte Size 3d Party 1 Sunweb Sunweb Sunweb Sunweb 2 Arke Arke D-reizen Globe 3 D-reizen Globe Globe Neckermann 4 Globe D-reizen Arke D-reizen 5 Neckermann Neckermann Neckermann Arke @jeroentjepkema, MeasureWorks
- 57. Speed First Byte Size 3d Party 1 Sunweb Sunweb Sunweb Sunweb 2 Arke Arke D-reizen Globe 3 D-reizen Globe Globe Neckermann 4 Globe D-reizen Arke Arke 5 Neckermann Neckermann Neckermann D-reizen @jeroentjepkema, MeasureWorks
- 59. Web Performance: ”the Human Factor” (How your visitors perceive performance) @jeroentjepkema, MeasureWorks
- 60. Your audience is like a digtal goldfish... @jeroentjepkema, MeasureWorks
- 61. ...Only 10 seconds of focus @jeroentjepkema, MeasureWorks
- 62. What influences the “Human Factor”? @jeroentjepkema, MeasureWorks
- 63. What influences the “Human Factor”? Time to interact @jeroentjepkema, MeasureWorks
- 64. What influences the “Human Factor”? Time to interact Flow @jeroentjepkema, MeasureWorks
- 65. What influences the “Human Factor”? Time to interact Flow Variation in site speed @jeroentjepkema, MeasureWorks
- 66. “Time to Interact” @jeroentjepkema, MeasureWorks
- 67. 10 0 @jeroentjepkema, MeasureWorks
- 68. 10 0,3 Instantaneous: I like it! 0 @jeroentjepkema, MeasureWorks
- 69. 10 1 Interaction: Let’s conversate... 0,3 Instantaneous: I like it! 0 @jeroentjepkema, MeasureWorks
- 70. 10 3 Mmm, shall I click away? 1 Interaction: Let’s conversate... 0,3 Instantaneous: I like it! 0 @jeroentjepkema, MeasureWorks
- 71. 10 Only if the task/content is relevant 3 Mmm, shall I click away? 1 Interaction: Let’s conversate... 0,3 Instantaneous: I like it! 0 @jeroentjepkema, MeasureWorks
- 72. 10 Only if the task/content is relevant 3 Mmm, shall I click away? 1 Do I want to conversate? This is where the magic 0,3 happens! Do I like it? 0 @jeroentjepkema, MeasureWorks
- 73. Globe Neckermann Sunweb D-reizen Arke Rendering a homepage @jeroentjepkema, MeasureWorks
- 74. “Flow” an is “optimal experience” that is “intrinsically enjoyable” @jeroentjepkema, MeasureWorks
- 75. Enabling the flow state: Fast Interaction on each page @jeroentjepkema, MeasureWorks
- 76. Enabling the flow state: Relevant content to support the task of the funnel @jeroentjepkema, MeasureWorks
- 77. Start render Start page Homepage Sun Detailed Page Booking Page @jeroentjepkema, MeasureWorks
- 78. Sunweb D-reizen Arke Globe Neckermann 5,25 5,05 4,9 4,9 4,9 4,8 4,6 4,3 4,2 3,1 2,8 2,8 2,9 2,3 2,4 2,05 2,1 1,9 1,9 1,45 Start render Home page Landingpage Sun Detailed Page Booking Page @jeroentjepkema, MeasureWorks
- 79. Globe Neckermann Sunweb D-reizen Arke First visuals homepage @jeroentjepkema, MeasureWorks
- 80. First visuals details page Globe Neckermann Sunweb D-reizen Arke @jeroentjepkema, MeasureWorks
- 81. Waiting for (inter)action... @jeroentjepkema, MeasureWorks
- 87. And... @jeroentjepkema, MeasureWorks
- 88. ? @jeroentjepkema, MeasureWorks
- 90. “Variation” @jeroentjepkema, MeasureWorks
- 91. 5 4 3 2 1 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 Daily Average Min Max @jeroentjepkema, MeasureWorks
- 92. 5 4 3 above 15-20% variance is detected 2 1 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 Daily Average Min Max @jeroentjepkema, MeasureWorks
- 93. Revenue risked 5 4 3 above 15-20% variance is detected 2 1 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 Daily Average Min Max @jeroentjepkema, MeasureWorks
- 94. 9,26 Variation per homepage 8,98 7,79 7,79 7,23 7,24 7,24 7,29 6,67 5,4 5,40 4,97 4,80 4,61 3,39 3,38 3,08 3,08 2,97 1,89 Sunweb D-reizen Arke Globe Neckermann @jeroentjepkema, MeasureWorks
- 95. Max Sunweb Mean Min Homepage Landings page Detailed page Bookings page Variation during flow Arke Max Mean Min Homepage Landings page Detailed page Bookings page Max Neckermann Min Mean Homepage Landings page Detailed page Bookings page Max D-reizen Min Mean Homepage Landings page Detailed page Bookings page Max Globe Min Mean Homepage Landings page Detailed page Bookings page @jeroentjepkema, MeasureWorks
- 96. Summary: Perceived Performance vs. 100 people... @jeroentjepkema, MeasureWorks
- 97. Interaction Flow Variation 1 Sunweb D-reizen Sunweb 2 D-reizen Sunweb D-reizen 3 Globe Neckermann Neckermann 4 Neckermann Arke Arke 5 Arke Globe Globe @jeroentjepkema, MeasureWorks
- 98. Interaction Flow Variation 1 Sunweb D-reizen Sunweb 2 D-reizen Sunweb D-reizen 3 Globe Neckermann Neckermann 4 Neckermann Arke Arke 5 Arke Globe Globe @jeroentjepkema, MeasureWorks
- 99. Myth busted? @jeroentjepkema, MeasureWorks
- 100. Human Factor Technology Perspective 1 Sunweb Sunweb 2 D-reizen Globe 3 Neckermann Neckermann 4 Arke D-reizen 5 Globe Arke Myth busted? @jeroentjepkema, MeasureWorks
- 101. Human Factor Technology Perspective 1 Sunweb Sunweb 2 D-reizen Globe 3 Neckermann Arke 4 Arke D-reizen 5 Globe Neckermann Myth Confirmed? @jeroentjepkema, MeasureWorks
- 102. What makes a winner?
- 103. Light weight What makes a winner?
- 104. Light weight Fast interaction What makes a winner?
- 105. Light weight Fast interaction Enabling flow What makes a winner?
- 106. Questions?
- 107. Recommended...
- 108. NL Web Performance meetup: http://www.meetup.com/Dutch-Web-Operations-Meetup/ Flow State: http://www.websiteoptimization.com/speed/2/2opt.pdf Want full report details? jtjepkema@measureworks.nl or visit our stand
- 109. Thanks! More questions? M: jtjepkema@measureworks.nl T: @jeroentjepkema W: www.measureworks.nl
- 110. What if we optimize?
- 111. Page size: 1660 Kb # requests: 89 Time to render: 1,29 sec. Document complete: 3,68 sec. Not Optimized @jeroentjepkema, MeasureWorks
- 112. Page size: Page size: 1660 Kb 498 Kb # requests: # requests: 89 48 Time to render: Time to render: 1,29 sec. 1,10 sec. Document complete: Document complete: 3,68 sec. 1,54 sec. Not Optimized Optimized @jeroentjepkema, MeasureWorks
- 113. Page size: Page size: 1660 Kb 498 Kb # requests: # requests: 89 48 Time to render: Time to render: 1,29 sec. Time to first click:1,10 sec. 1,10 sec. vs 1,90 sec. Document complete: Document complete: 3,68 sec. 1,54 sec. Not Optimized Optimized @jeroentjepkema, MeasureWorks