(F4) Measure Works - Presentation Strangeloop V5 Final

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  • W
  • 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
  • W
  • 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

    1. 2. How web speed affects conversion April 20 th , Emerce Conversion
    2. 4. Internet is getting complex……
    3. 5. Everything’s tied together
    4. 6. The End-User: Everywhere!
    5. 7. Technology: Enterprise/Virtualization/Cloud
    6. 8. Customer Experience differs per browsers
    7. 9. We’re getting mobile
    8. 10. The end-user is in control
    9. 11. The eternal question: How to increase conversion?
    10. 12. Back to the fundamentals: Quality of Service
    11. 13. Speed matters!
    12. 17. <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
    13. 18. 12% increase in revenue, 25% increase in page views for every 5 seconds of gain
    14. 20. As of April 9 th 2010: Site speed co-determines Google page ranking!
    15. 22. Speed is crucial
    16. 23. Average Impact of 1 second delay in response time for web users Source: Aberdeen Group, 2009
    17. 25. Let’s take a look at some Dutch websites tested with
    18. 26. Page load time eTravel sites (9-15 April)
    19. 27. Page load time eFinance sites (9-15 April)
    20. 28. A closer look; Speed per browser
    21. 29. Time to speed up!
    22. 30. Shopzilla
    23. 31. Google Pagerank
    24. 32. Size and Number of Objects Growth of average webpage size and number of objects 49.92 25.7 2.3 Average Page Size (K) Average Number of Objects 60 50 30 40 20 10 0 70 75.25
    25. 33. Evolving Customer Expectations Response Time 8 seconds 4 seconds 2 or less ?
    26. 34. Global User Base
    27. 35. Transactional SaaS Media Collaborative Buy something (Amazon) Use an app (Salesforce) Click an ad (Google News) Create content (Wikipedia) Types of Sites
    28. 36. SEARCHES TWEETS MENTIONS ADS SEEN Key Metrics Attention Engagement Conversion BOUNCE RATE LOSS TIME ON SITE PAGES PER VISIT NUMBER OF VISITS
    29. 37. A/B Performance testing
    30. 38. 10 sec 1 sec 100 ms 10 ms Objective: Influence visitor engagement Visitor engagement - +
    31. 39. 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
    32. 40. 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
    33. 41. Technical Problem Outlined - Before HTML (BackEnd) 63 Round Trips (Front End) 1.975sec 9.537sec 769KB
    34. 42. Strangeloop Solution - After <ul><li>Before </li></ul><ul><li>Round trips: 63 </li></ul><ul><li>Start Render: 1.975 Sec </li></ul><ul><li>Load Time: 9.537 Sec </li></ul><ul><li>Payload : 769 KB </li></ul><ul><li>After </li></ul><ul><li>Round trips: 8 </li></ul><ul><li>Start Render: 1.198 Sec </li></ul><ul><li>Load Time: 3.69 Sec </li></ul><ul><li>Payload: 456 KB </li></ul>
    35. 43. So here’s what we discovered…
    36. 44. 9000 0 2250 4500 6750 Traffic Levels
    37. 45. Bounce rate
    38. 46. % New Visitors
    39. 47. Average Time on Site
    40. 48. Pages per Visit
    41. 49. Conversion rate and order value
    42. 50. Current daily orders Increased conversions Increased order value Cost of performance enhancement * + = ROI (days) ( ) Justifying the investment in performance
    43. 51. $10,000 0.1607 0.0551 $50,000 * + ( ) $2,158 $50,000 = 23.17 days = Justifying the investment in performance

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