The Fast, The Slow, and the Unconverted
https://www.flickr.com/photos/dvanzuijlekom/14579895325/
@AndyDavies, NCC Group
“Has it loaded yet?”
http://www.flickr.com/photos/kindofindie/4099768084
Response Time in Man-computer Conversational Transactions
Robert B. Miller, 1968
How we perceive response times
100ms 1s 1...
“50% more concentration when using
badly performing web sites”
Foviance
http://www.flickr.com/photos/yourdon/3366991042
https://www.flickr.com/photos/editor/57572350
“Stress levels comparable to watching a horror movie”
Ericsson Mobility Repo...
Abandonment rate for 200+ sites / 177+ million page views over 2 weeks – Measureworks / Gomez
Abandonment increases with l...
Slow sites = negative impact on brand perception
‘Normal Speed’ 0.5s added delay
Mobile Web Stress: Understanding the Neur...
Slow experiences can lose visitors forever!
Conversions decrease with load time
Walmart 2012
Increased conversions by 10%
Shaved 1 second off median home page time
6 seconds off 98th percentile
http://www.slideshare...
Improved load time from 1.2s to 0.5s
+28% page views / session
+21% time on site / visit
+20% conversion rate
http://blog....
“We reduced latency by 0.3s across the funnel and
customers spent 8m a year in additional revenue”
Mark Holt, CTO, Trainli...
wpostats.com has many more examples
Good performance is
fundamental to the
success of our sites
And we know how to make sites fast…
https://www.flickr.com/photos/justinjovellanos/15340862812
But we have another challenge…
https://www.flickr.com/photos/jamescridland/613445810
Revenue attribution Analytics
Personalisation A/B & MV testing
Adver...
Third-party = Infrastructure and code
managed by someone else
Guy Podjarny / Velocity Santa Clara 2014
https://discuss.httparchive.org/t/what-is-the-distribution-of-1st-party-vs-3rd-party-resources/100/7
and we’re using more ...
http://requestmap.webperf.tools/render/150519_VW_8c8fbf2ecdebe417724d645f9ac3c4cf
But do we understand their impact?
Or the risks they bring?
https://http://www.webperformancetoday.com/2011/07/14/fourth-party-calls-third-party-content/
https://www.flickr.com/photos/devos/163903
With great power…
…comes great responsibility
https://www.flickr.com/photos/matt512/4065627169
What if a third-party includes something
that’s blocked in China?
Or breaks something really important?
https://www.flickr.com/photos/derekbruff/9759290413/
What about their impact on speed?
https://www.flickr.com/photos/torek/4444673930
Let’s pick an easy target
SpeedIndex – Measure of how quickly screen is drawn
(A lower is score better)
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
Speed Index
Percentage Tests With AB
Percentage Tests Without AB
Pages that use AB or ...
With Optimizely Optimizely Removed
A Real-World Example
With Optimizely Optimizely Removed
A Real-World Example
With Optimizely Optimizely Removed
A Real-World Example
With Optimizely Optimizely Removed
A Real-World Example
Just adding the testing service
changes the visitor’s experience!
https://www.flickr.com/photos/therontrowbridge/2654049085
https://www.flickr.com/photos/87975067@N06/8048048692
Will the value of the tests be larger than the
impact on the visitor...
Are you brave enough to test
the impact of AB testing?
This is was one example, other types of
third-parties have different impacts
We need to balance third-party benefits
with their impact on performance
https://www.flickr.com/photos/synx508/5839490755/
https://www.flickr.com/photos/magickevin/3595741847
Find the third-parties we’re using
https://www.flickr.com/photos/jamescridland/613445810
Revenue attribution Analytics
Personalisation A/B & MV testing
Adver...
Remove the ones we don’t use anymore
https://www.flickr.com/photos/derekbruff/9759290413/
Measure their impact on speed
https://www.flickr.com/photos/editor/57572350
Use Real User Monitoring to measure visitor’s experiences
0.0%
0.5%
1.0%
1.5%
2.0%
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25
%ofVisitors
Page Load Time (s...
And how it effects their behaviour
https://www.flickr.com/photos/mujitra/5232270530
https://www.flickr.com/photos/borkazoid/221185817
To deliver a great experience we need to be deliberate
@andydavies
andy.davies@nccgroup.com
http://slideshare.net/andydavies
Thank You!
https://www.flickr.com/photos/nzbuu/40934...
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The Fast, The Slow and The Unconverted - Emerce Conversion 2016

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Slides from my talk at Emerce Conversion, Amsterdam on the importance of performance(page speed) for conversion.

Explore some of the performance issues we face when relying on third-party CRO products / services

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The Fast, The Slow and The Unconverted - Emerce Conversion 2016

  1. 1. The Fast, The Slow, and the Unconverted https://www.flickr.com/photos/dvanzuijlekom/14579895325/ @AndyDavies, NCC Group
  2. 2. “Has it loaded yet?” http://www.flickr.com/photos/kindofindie/4099768084
  3. 3. Response Time in Man-computer Conversational Transactions Robert B. Miller, 1968 How we perceive response times 100ms 1s 10s IRUK Retail Top 100 : Average 1.8s delay before page starts showing content
  4. 4. “50% more concentration when using badly performing web sites” Foviance http://www.flickr.com/photos/yourdon/3366991042
  5. 5. https://www.flickr.com/photos/editor/57572350 “Stress levels comparable to watching a horror movie” Ericsson Mobility Report 2016
  6. 6. Abandonment rate for 200+ sites / 177+ million page views over 2 weeks – Measureworks / Gomez Abandonment increases with load time...
  7. 7. Slow sites = negative impact on brand perception ‘Normal Speed’ 0.5s added delay Mobile Web Stress: Understanding the Neurological ImpactofPoor Performance,Tammy Everts, Radware
  8. 8. Slow experiences can lose visitors forever!
  9. 9. Conversions decrease with load time Walmart 2012
  10. 10. Increased conversions by 10% Shaved 1 second off median home page time 6 seconds off 98th percentile http://www.slideshare.net/cliffcrocker/velocity-ny-how-to-measure-revenue-in-milliseconds
  11. 11. Improved load time from 1.2s to 0.5s +28% page views / session +21% time on site / visit +20% conversion rate http://blog.quanta-computing.com/etam-earns-20-of-conversion-by-optimising-its-online-store/
  12. 12. “We reduced latency by 0.3s across the funnel and customers spent 8m a year in additional revenue” Mark Holt, CTO, Trainline New Relic London Summit 2016
  13. 13. wpostats.com has many more examples
  14. 14. Good performance is fundamental to the success of our sites
  15. 15. And we know how to make sites fast…
  16. 16. https://www.flickr.com/photos/justinjovellanos/15340862812 But we have another challenge…
  17. 17. https://www.flickr.com/photos/jamescridland/613445810 Revenue attribution Analytics Personalisation A/B & MV testing Advertising Value added content Product images Critical content We depend on Third-Party services for:
  18. 18. Third-party = Infrastructure and code managed by someone else Guy Podjarny / Velocity Santa Clara 2014
  19. 19. https://discuss.httparchive.org/t/what-is-the-distribution-of-1st-party-vs-3rd-party-resources/100/7 and we’re using more and more of them 0 5 10 15 20 25 30 2011 2012 2013 2014 2015 Median Number of Third Parties
  20. 20. http://requestmap.webperf.tools/render/150519_VW_8c8fbf2ecdebe417724d645f9ac3c4cf But do we understand their impact?
  21. 21. Or the risks they bring? https://http://www.webperformancetoday.com/2011/07/14/fourth-party-calls-third-party-content/
  22. 22. https://www.flickr.com/photos/devos/163903 With great power… …comes great responsibility
  23. 23. https://www.flickr.com/photos/matt512/4065627169 What if a third-party includes something that’s blocked in China?
  24. 24. Or breaks something really important?
  25. 25. https://www.flickr.com/photos/derekbruff/9759290413/ What about their impact on speed?
  26. 26. https://www.flickr.com/photos/torek/4444673930 Let’s pick an easy target
  27. 27. SpeedIndex – Measure of how quickly screen is drawn (A lower is score better)
  28. 28. 0.00% 0.50% 1.00% 1.50% 2.00% 2.50% Speed Index Percentage Tests With AB Percentage Tests Without AB Pages that use AB or MV Testing are slower Data from httparchive.org
  29. 29. With Optimizely Optimizely Removed A Real-World Example
  30. 30. With Optimizely Optimizely Removed A Real-World Example
  31. 31. With Optimizely Optimizely Removed A Real-World Example
  32. 32. With Optimizely Optimizely Removed A Real-World Example
  33. 33. Just adding the testing service changes the visitor’s experience! https://www.flickr.com/photos/therontrowbridge/2654049085
  34. 34. https://www.flickr.com/photos/87975067@N06/8048048692 Will the value of the tests be larger than the impact on the visitor’s experience?
  35. 35. Are you brave enough to test the impact of AB testing?
  36. 36. This is was one example, other types of third-parties have different impacts
  37. 37. We need to balance third-party benefits with their impact on performance https://www.flickr.com/photos/synx508/5839490755/
  38. 38. https://www.flickr.com/photos/magickevin/3595741847 Find the third-parties we’re using
  39. 39. https://www.flickr.com/photos/jamescridland/613445810 Revenue attribution Analytics Personalisation A/B & MV testing Advertising Value added content Product images Critical content Establish the business value they bring
  40. 40. Remove the ones we don’t use anymore
  41. 41. https://www.flickr.com/photos/derekbruff/9759290413/ Measure their impact on speed
  42. 42. https://www.flickr.com/photos/editor/57572350 Use Real User Monitoring to measure visitor’s experiences
  43. 43. 0.0% 0.5% 1.0% 1.5% 2.0% 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 %ofVisitors Page Load Time (s) Tablet Phone Desktop So we can see how we’re performing for them
  44. 44. And how it effects their behaviour https://www.flickr.com/photos/mujitra/5232270530
  45. 45. https://www.flickr.com/photos/borkazoid/221185817 To deliver a great experience we need to be deliberate
  46. 46. @andydavies andy.davies@nccgroup.com http://slideshare.net/andydavies Thank You! https://www.flickr.com/photos/nzbuu/4093456029

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