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Betfair has completed a ground-up re-write of our Sports betting web platform. We focused on the fundamentals of resiliency and performance. We measured and improved and measured again and in the process, saw our page load times drop by a factor of 5; on average our full page load is under 3 seconds. We met our promise to our customers. But some of our customers kept telling us our new site was slow. Many sophisticated customers have chosen to stay using our previous platform; there is a big opportunity cost while those customers have not chosen to experience the new products and features we’ve delivered on the new platform. All our indicators say our new site is fast and our customers should be happy. We all know a faster site means more money, but we’re not getting the benefits we expect. In this talk, hear Tim Morrow tell the story of how making Betfair’s site faster for most customers actually made it 3x slower for their biggest customers. Truly, you get what you measure.
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WHY PAGE SPEED ISN’T ENOUGHTim MorrowVelocity Europe 2012
Betfair’s Performance Journey
£1bn traded Euro
2012
£63m traded 2012
US Open Tennis
TRADED VOLUMES
CUSTOMER FEEDBACK
“Its slower and harder to place bets in EVERY
way”
“I am finding the new site very slow to place bets”
“I can complete this much quicker on the old site with
fewer key strokes”
UNDERSTANDING OUR CUSTOMERS
High ValueLow Value
High ValueLow Value
Visitors Transactions
CUSTOMER SEGMENTS
TASK COMPLETION
EXAMPLE TASK
0.00
5.00
10.00
15.00
20.00
25.00
30.00
Old SiteNew Site
1 2 3 4 5 60.00
1.00
2.00
3.00
4.00
5.00
6.00
7.00
8.00
9.00
10.00
Old SiteNew Site
IMPROVEMENTS
0.00
5000.00
10000.00
15000.00
20000.00
25000.00
30000.00
Old Site New Site
ms
REAL CUSTOMER JOURNEYS
CUSTOMER BEHAVIOUR
+30% pages
+80%time on site
SO WHAT HAVE LEARNED?
KNOW YOUR CUSTOMERSUnderstand how your most valuable customers interact with your site
PAGE SPEED ISN’T ENOUGHMeasure what matters for the customers that matter
YOU TRULY DO GET WHAT YOU MEASURE
THANK YOU@timmorrow
http://betfair.jobs/
