The document discusses the importance of site performance and speed optimization. It notes that 47% of users expect pages to load in under 2 seconds and that slow site speed can negatively impact user experience and conversion rates. The document then provides recommendations and case studies on how to measure, analyze, and improve site speed through techniques like A/B testing, monitoring with tools like WebPagetest, optimizing assets, and prioritizing fast loading. The overall message is that site speed is critical for user experience and business goals, but that performance improvements do not need to be expensive.

1. Site Performance:
Slow, Fast, and the price please!
Sava Sertov

2. eCommera
Who are we?

3. eCommera

4. eCommera

5. The WHY
The HOW
The WHAT

6. The WHY

8. User Experience
47% of users
expect load time <2s
Source: Akamai

9. User Experience
28% of consumers are
always or usually
in a hurry
while buying something
on their smartphone
Source: Interactive Media in Retail Group & Capgemini, Google/IPSOS

10. User Experience
79% of shoppers who
are dissatisfied with site
performance are less
likely to buy from the
site again
Source: Akamai

11. Time is Money
$100,000 per day:
1 second delay = $2.5
million lost per year
Source: Akamai

12. There is a problem …

13. “Why do you rob banks, Willie?”
“Because that's where the money is.”
Willie Sutton

14. 42% of businesses plan to do
performance testing
Source: Aberdeen

15. How to see the real value?

16. A/B testing

17. Quick Wins

18. Case study: improved load time drives 21% conversion
benefit at a high volume retailer

19. Case study: improved load time drives 21% conversion
benefit at a high volume retailer
7.66
4.77
3.58 3.44
2.86
Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16
Mobile page load (s)

20. Case study: improved load time drives 21% conversion
benefit at a high volume retailer
7.66
4.77
3.58 3.44
2.86
Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16
Mobile page load (s)
7.66s load time

21. Case study: improved load time drives 21% conversion
benefit at a high volume retailer
7.66
4.77
3.58 3.44
2.86
Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16
Mobile page load (s)
7.66s load time
2.86s load time

22. Case study: improved load time drives 21% conversion
benefit at a high volume retailer
7.66
4.77
3.58 3.44
2.86
Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16
Mobile page load (s)
Qubit
review
Async
rollout
Recs
moved
to body
Adaptive
category
&
homepg
rollout eCDN
Adap-
tive PLP
rollout
Adap-
tive PDP
rollout
Adap-
tive
CXO &
My
account
rollout
7.66s load time
2.86s load time

23. Case study: improved load time drives 21% conversion
benefit at a high volume retailer
7.66
4.77
3.58 3.44
2.86
2.30%
2.70%
2.60%
2.80%
2.80%
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
3.50%
Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16
Mobile page load (s) Mobile Conversion

24. Case study: improved load time drives 21% conversion
benefit at a high volume retailer
7.66
4.77
3.58 3.44
2.86
2.30%
2.70%
2.60%
2.80%
2.80%
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
3.50%
Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16
Mobile page load (s) Mobile Conversion
2.3% conversion
6m visits
=£3.5m revenue
Not actual revenue; used to show potential revenue value of conversion increase

25. Case study: improved load time drives 21% conversion
benefit at a high volume retailer
7.66
4.77
3.58 3.44
2.86
2.30%
2.70%
2.60%
2.80%
2.80%
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
3.50%
Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16
Mobile page load (s) Mobile Conversion
2.3% conversion
6m visits
=£3.5m revenue
Not actual revenue; used to show potential revenue value of conversion increase
2.8% conversion
6m vists
=£4.2m revenue

26. The HOW

27. Site Speed

28. What’s out there?
Chrome Lighthouse

29. Google PageSpeed Insights: Amazon

30. Google PageSpeed Insights: Gmail

31. WebPagetest ( www.webpagetest.org )

32. WebPagetest ( www.webpagetest.org )
Different
locations / browsers / devices

33. WebPagetest ( www.webpagetest.org )

34. WebPagetest ( www.webpagetest.org )
Different
locations / browsers / devices
Free, open source, public and private instance

35. WebPagetest ( www.webpagetest.org )
Different
locations / browsers / devices
Free, open source, public and private instance
Visual Comparison

37. WebPagetest ( www.webpagetest.org )
Different
locations / browsers / devices
Free, open source, public and private instance
Visual Comparison
SPOF (single point of failure) testing

38. Bad
Render-blocking javascript:
<script src="//www.thirdparty.com/analytics.js“ >
</script>

39. SPOF test

40. Bad
Render-blocking javascript:
<script src="//www.thirdparty.com/analytics.js“ >
</script>

41. Good
Defer execution:
<script src="//www.thirdparty.com/analytics.js“ defer >
</script>

42. Monitoring

43. Scheduling and Visualisation

44. Scheduling and Visualisation
(Jenkins): I run tests regularly

45. Scheduling and Visualisation
(Jenkins): I run tests regularly
: I have dashboards and charts

47. The WHAT

48. 47% of users
expect the page to load in under 2s

49. 47% of users
expect the page to load in under 2s
… but what does ‘load’ mean?

51. Perceived Performance

52. Speed Index

53. Time to First Meaningful Paint

54. Hero Image

55. User Timing API
onload=“performance.mark(‘mark_hero_img’)”

56. Real User Monitoring

57. ‘Fast’ and ‘Slow’

58. ‘Fast’ and ‘Slow’
Time to First Meaningful Paint

59. ‘Fast’ and ‘Slow’
Time to First Meaningful Paint
Target:
• Under 2s

60. ‘Fast’ and ‘Slow’
Time to First Meaningful Paint
Target:
• Under 2s
• 20% faster than competitors

61. ‘Fast’ and ‘Slow’
Time to First Meaningful Paint
Target:
• Under 2s
• 20% faster than competitors
Too slow: > 3s

62. The WHAT
The HOW
The WHY

63. How much will it cost to optimize my
e-commerce site?

64. Performance is FREE …

65. Performance is FREE …
… but only for those willing to pay for it.