The Internet is getting complexer, visitors are in control, not the provider….
For retailers it’s time alternative actions and how they differentiated in offline stores, quality of service and price…
The only thing you can control is the delivery: in this speed matters
So, what’s the business impact?
The site improvement increased the number of Google clicks that turned into actual visits
It also affected search engine scores. By improving load time, search engines (in this case Google UK) “learned” that this was a good destination. That’s right – Google actually penalizes sites that are slow by giving them a lower page ranking.
First, traffic. Despite splitting visitors to be optimized and unoptimized evenly, we had many more optimized sessions captured by the analytics. This may be a result of slower-loading pages failing to execute the analytics script, or abandoning the visit before the page had time to load.
Unoptimized visitors are roughly 1% more likely to leave the site immediately, without proceeding to other pages.
Strangely, the unoptimized visitors consisted of more new visitors than the optimized ones did. This seems counter-intuitive and warrants further study.
Optimized visitors spent more time on the site
And looked at more pages during their visit – if you’re a media property, this means more impressions for your advertisers.
On a second e-commerce site running roughly the same experiment, conversions were 16 percent higher and orders were 5.5% higher.
(F4) Measure Works - Presentation Strangeloop V5 Final
How web speed affects conversion April 20 th , Emerce Conversion
<ul><li>16 Month re-engineering </li></ul><ul><li>Page load from 6 seconds to 1.2 </li></ul><ul><li>Uptime from 99.65% to 99.97% </li></ul><ul><li>10% of previous hardware needs </li></ul><ul><li>Big, High-traffic site </li></ul><ul><li>100M impressions a day </li></ul><ul><li>8000 seraches a second </li></ul><ul><li>20-29M unique visitors a month </li></ul><ul><li>100M products </li></ul>Shopzilla had another angle
12% increase in revenue, 25% increase in page views for every 5 seconds of gain
As of April 9 th 2010: Site speed co-determines Google page ranking!
10 sec 1 sec 100 ms 10 ms Objective: Influence visitor engagement Visitor engagement - +
Strangeloop AS1000 <ul><li>Tried and true optimization techniques </li></ul><ul><li>Leverage software /platform features </li></ul><ul><li>Hand tune components, pages, code for performance </li></ul><ul><li>No knowledge of user </li></ul><ul><li>Demands rare and costly development resources </li></ul><ul><li>Offload tasks to network </li></ul><ul><li>Predictable, measurable ROI </li></ul><ul><li>No knowledge of application </li></ul>Strangeloop AS1000 IT / Network approach Development approach Strangeloop AS1000 Optimize applications automatically, in real time, with a network device
A/B Performance Test Setup Google Analytics Optimize? Decide whether to optimize Insert segment marker Normal content Accelerated Unaccelerated Visitor Strangeloop Website Receive page Process scripts Send analytics
Technical Problem Outlined - Before HTML (BackEnd) 63 Round Trips (Front End) 1.975sec 9.537sec 769KB