how website speed increases conversions & google rankings
Post on 08-May-2015
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DESCRIPTIONEver since Google announced in April of 2010 that they were introducing speed as a signal in their search ranking algorithm, speed has got a lot more attention from etailers. Google’s own research had long since proven there’s a correlation between searches per user and speed. A/B testing from Ecommerce sites have also proven there’s an impact on revenue and also on operational costs. The question for retailers is just how important is speed to their site and what should they do about it? This webinar will attempt to answer these questions and others such as: How fast is fast enough? How can I measure the impact of speed on conversion metrics? What’s the impact of speed on SEO? How can I improve the speed of my site at a reasonable cost?
User expectations for speed
Impact of speed on conversions
Impact of speed on SEO
Tips for improving performance
3. User Expectations
Source: Forrester Research
4. Impact of Speed on Conversions
Research from Gomez showed that reducing load times from 8s to 2s increased conversions by 74%
5. Impact of Speed on Conversions
Research from usability consultancy, Nielson Norman Group, showed that users were 20% more likely to click on a promotion offer when the page loads instantly vs. in 8 seconds
6. Impact of Speed on Search
Shopzilla improved speed by 5 seconds
Improved conversions by over 7%
Reduced NA load times from 6.8s to 3.0s.
Reduced International load times from 16s to 6s.
Results - improved conversions by 32%
9. Measuring Business Impact of Speed
Add the new tracking code to your website:
Make sure you are in the new Google Analytics
Go to the site speed category & select a date range that you have speed data for.
Go to the advanced segments dropdown and check all visits & visits with conversions
10. Measuring Business Impact of Speed
Review your average load time for all visits vs. visits with conversions to see the effect of load time on users that converted vs. your regular website visitors:
In this example users that converted had an average load time of 4 seconds.All visits had a load time average of 9 seconds
11. Speed and SEO
In April 2010 Google started using speed as a signal in their ranking algorithm.
Penalizing pages deemed as slow.
12. How Can I See My Results?
Log on to your Webmaster tools page in Google
See the chart for your site
Google views pages slower than 1.5s to be slow
13. How Google Measures
Data is collected from the Google toolbar of users.
Doesnt use the Google spider to measure.
Measures complete load time of page measured by onload event.
14. Improving Performance
15. Measuring Performance Challenges
Not as simple as it sounds
Need to test using conditions that reflect your actual customer.
Factors to consider:
Clear vs. primed cache
Internet traffic & variability from 3rd parties
16. Measurement Tools
Keynote, Gomez, Catchpoint
Uses real browsers
18. Analyzing Results
19. What to Measure?
Fully Loaded (4.350 sec)
20. Mobile Performance
21. Prioritizing Improvements
Backend = 0.398/7.964 = 5%
Frontend = 95%
22. Prioritizing Improvements
Improve server hardware/infrastructure
Improve backend code
Add a CDN to reduce network latency
Optimize frontend code (FEO)
23. CDN vs. DSA vs. FEO
Content delivery networks (CDN), Dynamic site acceleration (DSA) and Frontend optimization (FEO) are complimentary technologies that all work together to boost performance.
24. Improving Frontend Performance
Make fewer requests
Reduce size of requests
Increase # of parallel requests
25. Sample Optimizations
26. Blaze Product Overview
Automated Frontend Optimization Service
Dynamically applies optimization best practices
No software or hardware
Integrates with CDN services
1 hour or less.
No code changes required
Optimizations from worlds fastest sites
Shared insights from>1M pages analyzed
Blaze performance research team
Faster, more efficient site
27. Testing Frontend Optimization
Run a test on your own site here.
28. Sample Report Walmart.com
29. Thank You