optimizing website performance in the age of mobile & social
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C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V E D
Optimizing Website Performance in the Age of Mobile and Social
C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V E D
LIZ LYNCHPARTNER MARKETING SPECIALIST
@lizlynch
YOUR PRESENTERS
ARI WEILVP MARKETING & BD
@aweil
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TODAY, EVERYTHING IS ABOUT THE END USER
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THERE ARE LOADS OF PRODUCTS TO HELP UNDERSTAND & DRIVE BEHAVIOR
4
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APPLICATIONLATENCY
INFRASTRUCTURE LATENCY
66% expect page load in
4 SECONDS
3 SEC
57% leave after
46% NEVER RETURN after a bad experience
WEBPERF: THE 4 SECONDS SYNDROME
85% leave after
5 SEC
Title First Content Above the Fold Complete200 milliseconds
Your Website
DESKTOP + MOBILE
industry average desktop page load
5.3 SEC
industry average mobile page load
8.2 SEC
Start
Sources KISSMetrics, Akamai, SOASTA
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WHAT USERS SEE WHEN THEY COME TO A HOME PAGE
I THINK THE CONTENT I WANT IS BACK HERE
SOMEWHERE…
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Navigating directly to relevant content improves the perception of speed for
users
WHY?
They’re interested in the content.
ONE SOLUTION: DEEP LINKING
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HINT: YOU’RE ALREADY DOING IT
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THIS MIGHT LOOK FAMILIAR TO SOME OF YOU
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DEEP LINKING WORKS ON ANY DEVICE, ANY TYPE OF APP
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• What you tell yourself: ALL OF THEM• In reality, typically two types:– Homepage– Landing page
• And how does that help/hurt you?– Site authority– Relevancy– Visibility
WHICH PAGES DO YOU OPTIMIZE FOR PERFORMANCE?
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HOW MARKETING BUDGETS ARE ALLOCATED: 2015
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A QUESTION: HOW OFTEN DO YOU PUSH NEW CONTENT TO YOUR SITE?
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A TEST: HOW MANY INBOUND LINKS COME TO INTERNAL PAGES?
WHERE ARE YOU SENDING USERS &
WHERE ARE THEY CHOOSING TO GO?
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HOW ARE YOU KEEPING IT ALL OPTIMIZED?
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APPLICATIONLATENCY
INFRASTRUCTURE LATENCY
66% expect page load in
4 SECONDS
START RENDER
time
47% improvement in
20% Improvement in
CONVERSION RATE
4 SECONDS SYNDROME: HOW LATENCY IMPACTS USER BEHAVIOR
73% longer
SESSION DURATION
Title First Content Above the Fold Complete200 milliseconds
Your Website
DESKTOP + MOBILE
OPTIMIZE & MANAGE USER EXPERIENCE FROM END TO END
Start
DNS RESOLUTION
SERVER CONNECTIONSERVER WAIT
CONTENT DOWNLOADED
SMARTER CACHING
COMPREHENSIVE CONTENT ORCHESTRATION
FEEDBACK
LOOP
USER CONTEXT
CONTENT DELIVERY
Sources KISSMetrics, Akamai, SOASTA
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CASE STUDY:
20%
Time to Display
10%
Mobile Conversions
3.4%
Tablet Conversions
INCUMBENT
Akamai (DSA and ION Premier)
PAIN Application latency and disappointing conversion rates
UTILIZING AdaptiveCDNTM, InstantONTM and AppSequencingTM
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VALIDATED BUSINESS IMPACT
ENDORSED BY INDEPENDENT 3RD PARTY
Yottaa
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THANK YOU!