MeasureWorks - Emerece eTravel - 7 performance concerns for marketers
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De hedendaagse consument is verwend. Bezoekers verwachten een makkelijke en snelle website waarin het reisaanbod overzichtelijk en snel toegankelijk is. Recent onderzoek van ondermeer Forrester en Aberdeen Groep toont aan dat een website met pagina’s langzamer dan 3 seconden het risico loopt dat meer dan 40% van uw bezoekers uw website vroegtijdig verlaten. Spitsuur op jouw website voor vertragingen kan zorgen, met de kans dat meer dan 75% van de bezoekers wegslikt naar een concurrent. In jouw reisorganisatie besteed je dan ook veel tijd en geld aan het creëren van een zo volledig mogelijk beeld van het profiel van de bezoeker. De Web Analytics oplossing staat hierin vaak centraal bij het inzichtelijk maken en sturen van het bezoek van de gebruikers op de site. Vaak wordt vergeten dat een goede werking en kwaliteit van een website een minstens even bepalende factor kunnen zijn in een succesvolle conversie van bezoeker naar klant. Aan de hand van praktijkvoorbeelden zullen we u niet alleen laten zien hoe de resultaten van A/B performance testen een directe koppeling leggen tussen site performance en omzet en loyaliteit van de bezoeker, maar ook welke aspecten de performance van uw website kunnen beïnvloeden en hoe u deze kunt opsporen. Tevens hoe u performance aspecten eenvoudig kunt kwantificeren EN relateren aan verloren conversie op uw website.
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MeasureWorks - Emerece eTravel - 7 performance concerns for marketers
- 2. 7 Web Performance Concerns for Marketeers eTravel, 24 Juni, Amsterdam #eTravel
- 4. 2 second slowdown 4.3 reduction in revenue/user * % view more pages/visit n oticed that users with the fastest page load times found that a = 50 %
- 5. Google loses 1% of traffic for every 100 milliseconds of delay
- 7. April 9 th 2010: Site speed co-determines Google page ranking!
- 10. Evolving Customer Expectations Source: Forrester Consulting, 2009 Response Time 8 seconds 4 seconds 2 or less ?
- 11. Average Impact of 1 second delay in response time for web users Source: Aberdeen Group, 2009
- 12. stated that quick page loading is important to their site loyalty 52 % who experience problems during a visit are likely to no longer buy from that site 79 % Customer loyalty Source: eCommerce Web Site Performance Today, Forrester Consulting, 2009
- 13. Offline-Online Source: www.consumerbarometer.eu, 2010 87% of all consumers buy online
- 16. 10 ms Objective: Influence visitor engagement Visitor engagement - +
- 17. 100 ms 10 ms Objective: Influence visitor engagement Visitor engagement - +
- 18. 1 sec 100 ms 10 ms Objective: Influence visitor engagement Visitor engagement - +
- 19. 10 sec 1 sec 100 ms 10 ms Objective: Influence visitor engagement Visitor engagement - +
- 20. A/B Performance Test Setup Google Analytics Optimize? Decide whether to optimize Insert segment marker Normal content Accelerated Unaccelerated Visitor Strangeloop Website Receive page Process scripts Send analytics
- 21. So here’s what we’ve discovered….
- 22. 9000 0 2250 4500 6750 Traffic Levels
- 23. Average Time on Site
- 24. Pages per Visit
- 25. Conversion rate and order value
- 26. Tying performance to conversion
- 27. Is it marketing?
- 31. 7 performance questions for Marketeers tested with
- 32. How fast is fast enough?
- 33. 0.76 sec 1.20 sec 1.19 sec 2.39 sec 1.46 sec Bijenkorf Bol.com Hema Mediamarkt TomTom 2.42 sec 1.69 sec 2.58 sec 2.09 sec 5.04 sec D-reizen Arke.nl Easyjet.nl Jiba Vliegwinkel
- 34. 0.76 sec 1.20 sec 1.19 sec 2.39 sec 1.46 sec Bijenkorf Bol.com Hema Mediamarkt TomTom 2.42 sec 1.69 sec 2.58 sec 2.09 sec 5.04 sec D-reizen Arke.nl Easyjet.nl Jiba Vliegwinkel 2.31 sec 3.30 sec 3.55 sec Retail Finance Travel Average speed per sector, Gomez Benchmark 2009
- 36. The user’s distance from the content matters
- 37. 5.49 sec 6.09 sec 7.19 sec 6.54 sec 4.89 sec 4.07 sec
- 38. Forrester research shows that over 40% of consumers will wait no more than 3 seconds for a Web page to load before clicking away to a competitor 5.49 sec 6.09 sec 7.19 sec 6.54 sec 4.89 sec 4.07 sec
- 40. 58% of mobile phone users expect websites to load as quickly, almost as quickly or faster on their mobile phone, compared to the computer they use at home Among adults who accessed the internet with a mobile phone in the past 12 months, Gomez Mobile Web Experience Survey
- 41. desktop 1.09 sec 16.81 sec
- 42. desktop 1.09 sec 16.81 sec 3.82 sec http://m.bol.com
- 44. Performance differs per browser
- 45. Raw page load time vs. Perceived Performance
- 46. 1.35 sec 3.69 sec 2.637 sec 1.53 sec 6.29 sec 2.59 sec 1.10 sec 1.81 sec
- 47. Availability & performance issues can also be browser specific
- 48. Assembly within the browser: it all has to work AJAX Search AJAX Search
- 50. CSS Style Sheet Java Script Libraries AJAX Search Shopping Cart Ads from Adserver Video from Media Server Web Analytics Content from CDN HTML from CMS
- 51. ?
- 52. ?
- 57. Congestion
- 58. Watch out for Peak Traffic!
- 59. Watch out for Peak Traffic!
- 60. Conclusion: Bottlenecks are everywhere
- 61. Bottlenecks are everywhere Real User Experience Congestion 3d Party Performance Browser Experience Mobile Performance How fast is fast enough? Performance by region
- 62. Thanks! More questions? M: [email_address] T: @jeroentjepkema W: www.measureworks.nl
Editor's Notes
- In dit alles is er 1 ding wat er bovenuit springt: Snelheid
- Last updated or created: Nov ‘09 Key themes: Poor web performance impacts your business! Talk track Internet giants are very tuned into the “need for speed” and how much website performance affects user behavior – and ultimately your business. This slide shows some of the results that each of these companies learned from various studies they’ve performed. It used to be that a page had to load in 4 seconds to keep a customer’s attention, and now the latest studies say 2 seconds!
- W
- It also affected search engine scores. By improving load time, search engines (in this case Google UK) “learned” that this was a good destination. That’s right – Google actually penalizes sites that are slow by giving them a lower page ranking.
- So, what’s the business impact?
- Aberdeen onderzoek toont aan dat 1 seconde vertraging al impact heeft op conversie, tot 7
- It turns out that attention and engagement drop off predictably. At ten milliseconds, we actually believe something is physically accessible – think clicking a button and seeing it change color. At 100 milliseconds, we can have a conversation with someone without noticing the delay (remember old transatlantic calls?) At a second, we’re still engaged, but aware of the delay. At ten seconds, we get bored and tune out, because other things come into our minds.
- It turns out that attention and engagement drop off predictably. At ten milliseconds, we actually believe something is physically accessible – think clicking a button and seeing it change color. At 100 milliseconds, we can have a conversation with someone without noticing the delay (remember old transatlantic calls?) At a second, we’re still engaged, but aware of the delay. At ten seconds, we get bored and tune out, because other things come into our minds.
- It turns out that attention and engagement drop off predictably. At ten milliseconds, we actually believe something is physically accessible – think clicking a button and seeing it change color. At 100 milliseconds, we can have a conversation with someone without noticing the delay (remember old transatlantic calls?) At a second, we’re still engaged, but aware of the delay. At ten seconds, we get bored and tune out, because other things come into our minds.
- It turns out that attention and engagement drop off predictably. At ten milliseconds, we actually believe something is physically accessible – think clicking a button and seeing it change color. At 100 milliseconds, we can have a conversation with someone without noticing the delay (remember old transatlantic calls?) At a second, we’re still engaged, but aware of the delay. At ten seconds, we get bored and tune out, because other things come into our minds.
- First, traffic. Despite splitting visitors to be optimized and unoptimized evenly, we had many more optimized sessions captured by the analytics. This may be a result of slower-loading pages failing to execute the analytics script, or abandoning the visit before the page had time to load.
- Optimized visitors spent more time on the site
- And looked at more pages during their visit – if you’re a media property, this means more impressions for your advertisers.
- On a second e-commerce site running roughly the same experiment, conversions were 16 percent higher and orders were 5.5% higher.
- Gebruik wordt mobiel, in 2015 verwacht men dat mobiel groter is dan van achter de PC….
- But there’s more trouble ahead…
- Gebruik wordt mobiel, in 2015 verwacht men dat mobiel groter is dan van achter de PC….
- So, what’s the business impact?