selling performance - bristol webperf meetup 2017-07-20

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Selling Performance @AndyDavies · NCC Group · May 2017 https://www.flickr.com/photos/chrisjohnbeckett/10446312055

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Page 1: Selling Performance - Bristol WebPerf Meetup 2017-07-20

Selling Performance @AndyDavies · NCC Group · May 2017

https://www.flickr.com/photos/chrisjohnbeckett/10446312055

Page 2: Selling Performance - Bristol WebPerf Meetup 2017-07-20

Performance often isn’t at the top of people’s concerns• ~~~~~~~~~~~~~~~~~~~~~ • ~~~~~~~~~~~~~~~~~~~~~ • ~~~~~~~~~~~~~~~~~~~~~ • ~~~~~~~~~~~~~~~~~~~~~ • ~~~~~~~~~~~~~~~~~~~~~ • Security• Performance • Accessibility ☹

Page 3: Selling Performance - Bristol WebPerf Meetup 2017-07-20

So what do they care about?

Page 4: Selling Performance - Bristol WebPerf Meetup 2017-07-20

Conversions?

https://www.flickr.com/photos/z0/19814021505

Page 5: Selling Performance - Bristol WebPerf Meetup 2017-07-20

But it’s not just about getting visitors to buy things!

- sign ups / subscriptions- completing tasks- interaction with adverts- sharing things- finding a store / restaurant- reducing costs - hosting / acquisition

Page 6: Selling Performance - Bristol WebPerf Meetup 2017-07-20

Science explains visitor behaviour

Page 7: Selling Performance - Bristol WebPerf Meetup 2017-07-20

Response Time in Man-computer Conversational TransactionsRobert B. Miller, 1968

Instant

Seamless

Yawn!

100ms 1s 10s

How we perceive response times

Page 8: Selling Performance - Bristol WebPerf Meetup 2017-07-20

Response Time in Man-computer Conversational TransactionsRobert B. Miller, 1968

Instant

Seamless

Yawn!

100ms 1s 10s

Median start render time for 600+ UK retailers = 1.68s

How we perceive response times

Page 9: Selling Performance - Bristol WebPerf Meetup 2017-07-20

So yes, our attention span is shorter than a goldfish

https://www.flickr.com/photos/watts_photos/23124797946

Page 10: Selling Performance - Bristol WebPerf Meetup 2017-07-20

https://www.flickr.com/photos/ericparker/5416356195

“Badly performing web sites make us concentrate harder”Foviance

Page 11: Selling Performance - Bristol WebPerf Meetup 2017-07-20

https://www.flickr.com/photos/dhollister/2596483147

“Stress levels comparable to watching a horror movie”Ericsson Mobility Report 2016

Page 12: Selling Performance - Bristol WebPerf Meetup 2017-07-20

Challenge assumptions

Page 13: Selling Performance - Bristol WebPerf Meetup 2017-07-20

Most people don’t have an iPhone

% sales by OS, three months to April ’17 - http://uk.kantar.com/tech/mobile/

0

10

20

30

40

50

60

70

Android iOS Windows Other

Page 14: Selling Performance - Bristol WebPerf Meetup 2017-07-20

Everyone has fast broadband… right?

Page 15: Selling Performance - Bristol WebPerf Meetup 2017-07-20

Average UK connection speed is 16.9Mbps!

Akamai State of the Internet Q1 2017

92% above 4Mbps60% above 10Mbps42% above 15Mbps

Page 16: Selling Performance - Bristol WebPerf Meetup 2017-07-20

Which will load faster?

www.bbc.co.uk/news

10Mbps1Mbps

Page 17: Selling Performance - Bristol WebPerf Meetup 2017-07-20

Which will load faster?

www.bbc.co.uk/news

10Mbps1Mbps

Page 18: Selling Performance - Bristol WebPerf Meetup 2017-07-20

Which will load faster?

www.bbc.co.uk/news

10Mbps1Mbps

Page 19: Selling Performance - Bristol WebPerf Meetup 2017-07-20

Which will load faster?

www.bbc.co.uk/news

10Mbps1Mbps

Page 20: Selling Performance - Bristol WebPerf Meetup 2017-07-20

https://www.flickr.com/photos/joebenjamin/5009411920

Page 21: Selling Performance - Bristol WebPerf Meetup 2017-07-20

Which will load faster?

www.bbc.co.uk/news

10Mbps1Mbps

/ 28ms
/ 280ms
Page 22: Selling Performance - Bristol WebPerf Meetup 2017-07-20

Case studies demonstrate what’s possible

Page 23: Selling Performance - Bristol WebPerf Meetup 2017-07-20

Wallmart demonstrated speed affects conversion in 2012

Walmart 2012

Page 24: Selling Performance - Bristol WebPerf Meetup 2017-07-20

Cook reduced load times by 1 sec saw 7% increase in conversions

https://www.nccgroup.trust/uk/about-us/newsroom-and-events/blogs/2017/march/how-we-predicted-an-increase-in-conversions-from-a-decrease-in-load-times

Page 25: Selling Performance - Bristol WebPerf Meetup 2017-07-20

http://engineroom.ft.com/2016/04/04/a-faster-ft-com/

FT saw lower engagement when they made the site slower

Page 26: Selling Performance - Bristol WebPerf Meetup 2017-07-20

Case studies are a great place to start

https://wpostats.com

Page 27: Selling Performance - Bristol WebPerf Meetup 2017-07-20

“Case studies don’t represent our demographic, our audience, our

products, our proposition…”

Has some truth

Page 28: Selling Performance - Bristol WebPerf Meetup 2017-07-20

Boun

ce R

ate

0%

25%

50%

75%

100%

Page Load Time (s)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 26 27 28 29 30

Site 1Site 2Site 3

Bounce rates across three retailers

Page 29: Selling Performance - Bristol WebPerf Meetup 2017-07-20

Conv

ersio

n Ra

te

0%

2.5%

5%

7.5%

10%

Page Load Time (s)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 26 27 28 29 30

Site 1Site 3Site 4

Conversion rates vary between sites too

Noisy as few data points at end of range

Page 30: Selling Performance - Bristol WebPerf Meetup 2017-07-20

So what about real visitor experiences?

Page 31: Selling Performance - Bristol WebPerf Meetup 2017-07-20

We’re used to the idea that conversion rate varies by deviceiPhone 6/7

iPhone 5/5s

iPad

iPhone 6/7 Plus

Galaxy S6

Galaxy S7 Edge

Galaxy S7

Galaxy S6 Edge

Galaxy S5

Galaxy A3

Conversion / Bounce Rate0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

Conversion RateBounce Rate

Page 32: Selling Performance - Bristol WebPerf Meetup 2017-07-20

But existing analytics tools are weak when it comes to speed data

Page 33: Selling Performance - Bristol WebPerf Meetup 2017-07-20

But existing analytics tools are weak when it comes to speed data

Sample contains < 4% of

impressions

Page 34: Selling Performance - Bristol WebPerf Meetup 2017-07-20

They’re no substitute for measuring your own visitor’s experience

Performance Analytics aka Real User Monitoring

Page 35: Selling Performance - Bristol WebPerf Meetup 2017-07-20

To understand how performance affects visitor behaviour

Page 36: Selling Performance - Bristol WebPerf Meetup 2017-07-20

Conv

ersio

n Ra

te

0%

1%

2%

3%

4%

5%

6%

Boun

ce R

ate

0%

20%

40%

60%

80%

100%

Page Load Time (s)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 26 27 28 29 30

Bounce RateConversion Rate

The impact on key business metrics

Page 37: Selling Performance - Bristol WebPerf Meetup 2017-07-20

Conversion Rate drops 1% over 3

seconds

Conv

ersio

n Ra

te

0%

1%

2%

3%

4%

5%

6%

Boun

ce R

ate

0%

20%

40%

60%

80%

100%

Page Load Time (s)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 26 27 28 29 30

Bounce RateConversion Rate

The impact on key business metrics

Page 38: Selling Performance - Bristol WebPerf Meetup 2017-07-20

And modelling the benefits improved performance delivers

Only NCC Group, Soasta and Blue Triangle’s Real User Monitoring products do this

Page 39: Selling Performance - Bristol WebPerf Meetup 2017-07-20

Real User Monitoring is a strong driver of performance improvement

Page 40: Selling Performance - Bristol WebPerf Meetup 2017-07-20

Other complementary approaches too

Page 41: Selling Performance - Bristol WebPerf Meetup 2017-07-20

Filmstrips (and videos) are hugely powerful

https://webpagetest.org

Page 42: Selling Performance - Bristol WebPerf Meetup 2017-07-20

http://heatmap.webperf.tools

Can be sumarised into heat maps

Page 43: Selling Performance - Bristol WebPerf Meetup 2017-07-20

Waterfalls require explanation

(I tend to avoid them with non-technical audiences)

Page 44: Selling Performance - Bristol WebPerf Meetup 2017-07-20

http://requestmap.webperf.tools

But enable fascinating insights

Page 45: Selling Performance - Bristol WebPerf Meetup 2017-07-20

Block third-parties understand how they affect performance

Produce comparison videos / filmstrips to show others

Page 46: Selling Performance - Bristol WebPerf Meetup 2017-07-20

Can also compare against competitors

Page 47: Selling Performance - Bristol WebPerf Meetup 2017-07-20

Can also compare against competitors

Page 48: Selling Performance - Bristol WebPerf Meetup 2017-07-20

Videos prolong the painful moment

Page 49: Selling Performance - Bristol WebPerf Meetup 2017-07-20

Or for fun…

…compare against an F1 pit crew

Page 50: Selling Performance - Bristol WebPerf Meetup 2017-07-20

https://www.youtube.com/watch?v=aHSUp7msCIE

Vs

iPhone 6 on WiFi

Page 51: Selling Performance - Bristol WebPerf Meetup 2017-07-20

https://www.youtube.com/watch?v=aHSUp7msCIE

Vs

iPhone 6 on WiFi

Page 52: Selling Performance - Bristol WebPerf Meetup 2017-07-20

https://www.youtube.com/watch?v=aHSUp7msCIE

Vs

iPhone 6 on WiFi

Page 53: Selling Performance - Bristol WebPerf Meetup 2017-07-20

https://www.youtube.com/watch?v=aHSUp7msCIE

Vs

iPhone 6 on WiFi

Page 54: Selling Performance - Bristol WebPerf Meetup 2017-07-20

Wait… they changed all four wheels?https://www.flickr.com/photos/cellardoorfilms/7620375702

Page 55: Selling Performance - Bristol WebPerf Meetup 2017-07-20

So where next?

Page 56: Selling Performance - Bristol WebPerf Meetup 2017-07-20

Establish which metrics people care about

Page 57: Selling Performance - Bristol WebPerf Meetup 2017-07-20

Experiment- Change the performance of a page- Measure how metrics change

(Same principles as AB / MV testing)

Can build negative experiments too e.g make pages bigger

Page 58: Selling Performance - Bristol WebPerf Meetup 2017-07-20

Measure Visitors Experience- Use the data to predict how improvements will

change the metrics- Improve performance- Verify the result

Page 59: Selling Performance - Bristol WebPerf Meetup 2017-07-20

Even ‘small’ performance improvements can have a significant impact

Page 60: Selling Performance - Bristol WebPerf Meetup 2017-07-20

How much was 150ms improvement worth?(was 300ms on Android)

Page 61: Selling Performance - Bristol WebPerf Meetup 2017-07-20

Share your wins!

https://www.flickr.com/photos/borkazoid/221185817

Page 62: Selling Performance - Bristol WebPerf Meetup 2017-07-20

http://www.flickr.com/photos/auntiep/5024494612

@AndyDavies

[email protected]

http://slideshare.net/andydavies