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Web Performance ROI:A Brief History
WebPerfDays Amsterdam 2015
@tamevertsperformancebeacon.com
What people SAY they expectfrom their 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
2008Does front-end
performance matter?
Impact of a 1-second delayA site that earns $100K per day
could lose $2.5M in sales in one year
2009Which 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.
AOLVisitors 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
$4,100However…
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… Overall, 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%.
TodayWhat’s changed?
http://www.soasta.com/blog/mobile-web-performance-monitoring-conversion-rate/
But that’s not my site
Conversion rate barely decreaseswhen 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;DRThe Conversion Impact Score
answers this question:
How much impact does the performance of this
page have on conversions?
Conversion Impact Score
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
Free download (until November 4)
http://soasta.io/timeismoneybook
