business value of website performance
TRANSCRIPT
The Business Value of Web Performance
@tameverts
performancebeacon.com
What we SAY we expectfrom our online experiences
How do we translate that to the business?
Start render DNS TCP TTFB
DOM loading DOM ready Page load Fully loaded
User timing Resource timing Requests Bytes in
Speed Index Pagespeed score 1s = $$ DOM elements
DOM size Visually complete Redirect SSL negotiation
A brief history of performance ROI
2008Does front-end
performance matter?
Impact of a 1-second delay
A site that earns $100K per day
could lose $2.5M in sales in one year
2009 What business metrics does performance affect?
Shopzilla• Sped up average page load time from 6s to 1.2s.
• Experienced a 12% increase in revenue and a 25% increase in page views.
• Doubled the number of sessions from search engine marketing.
• Cut the number of required servers in half.
Mozilla• Shaved 2.2s off landing page load times.
• Increased download conversions by 15.4%.
Yahoo• Increased traffic by 9% for every 400 milliseconds of improvement.
AOL• Visitors in the top ten percentile of site speed viewed 50% more pages
than visitors in the bottom ten percentile.
2010Should we care about slowdowns as much as outages?
Average revenue loss per hour
of downtime
Average revenue loss per hour
of performance degradation
(slower than 4.4s)
$21,000
$4,100
However…
Source: TRAC Research
…website slowdowns occur
10X more often than outages.
Source: TRAC Research
2011Can we
compare
apples to
apples?
Source: Strangeloop
Source: Strangeloop
2012What can we do with a LOT of user data?
2% increase in conversions for every 1 second of improvement
Walmart also found…
Converted shoppers were served pages
that were 2X faster than pages served to
non-converted shoppers.
Non-buyers were served category pages that
were 2-3 seconds slower than category pages
served to buyers.
For every 100 milliseconds of improvement,
incremental revenue increased by up to 1%.
2015: What’s new?
http://www.soasta.com/blog/mobile-web-performance-monitoring-conversion-rate/
But that’s not my site
Conversion rate barely decreases
when load times for “checkout” pages degrade
Conversion rate shrinks by about 50%
when load time for “browse” pages
increases from 1 to 6 seconds
Do you know how performance affects different pages
on your site?
What is the Conversion Impact Score?
The Conversion Impact Score (CIS) is a relative score that
ranks page groups by their propensity to negatively impact
conversions due to high load times. For each page group,
the Conversion Impact Score is calculated using the
proportion of overall requests that are associated with that
group, along with the Spearman Ranked Correlation
between its load times and number of conversions. The
Conversion Impact Score will always be a number between
-1 and 1, though scores much greater than zero should be
very rare. The more negative the score, the more
detrimental to conversions that high load times for that
page group are, relative to the other page groups.
TL;DR
How much impact does the performance of this page
have on conversions?
Product
Category
Shopping cart
Home
Search results
http://www.soasta.com/blog/website-monitoring-conversion-impact-score/
We have more questions
Can we better measure how performance affects user satisfaction?
What impact does performance have on customer lifetime value?
What impact does performance have on enterprise productivity?
Are we always measuring the right things?
Takeaways
User expectations and behavior
are always changing
Our tools for measuring ROI are evolving
Know your own business success
metrics
Understand your own visitors
Target the best (not the slowest) pages
for optimization
Monitor, test, repeat
Questions?