2010 Best of the Web Performers: What Makes Them Great?
Matt Poepsel, VP Performance Strategies,CompuwareJonathan Ranger, Gomez Benchmarks Director,Compuware
Agenda• Why Web Performance Matters• The Business Case for Benchmarking• Announcing…the 2010 Winners!• Winners’ Best Practices
Why Does Performance Matter? Everyone hates waiting.
Why Web Performance Matters: Customer Expectations 40% of Consumers will abandon a site if made to waitConsumer expectations for how How long consumers will wait for aquickly a web page should load page to load before abandoning less than 1 second 5% 1% less than 1 second 1 second 12% 2% 1 second 2 seconds 30% 10% 2 seconds 3 seconds 36% 27% 3 secondsMore than 4 seconds 17% More than 4 seconds 60% 0% 10% 20% 30% 40% 0% 20% 40% 60% 80% • Lost revenues • Increased costs • Reduced customer satisfaction • LOB dissatisfaction with IT “eCommerce Web Site Performance Today” white paper August 2009
Why Web Performance Matters: CustomerExpectations Growing “What are your expectations for how quickly a web site should load?” About online shoppersseconds54 79 % who experience a dissatisfying visit are likely to no longer buy from that site32 52% stated that quick page loading is important to their site loyalty 50% 331 reduction who abandoned a recent shopping % session were dissatisfied with site0 performance 2006 2009“eCommerce Web Site Performance Today” white paper August 2009
Expectations for Mobile Experience = Web Experience
Why Performance Matters: Slow Websites HurtBusiness Average impact of 1 second delay in response time for Web users Customer Page Views Conversions Satisfaction 0% -2% -4% -6% -8% -7% -10% -12% -11% -14% • Lost revenues* -16% • Brand damage • More support calls -16% -18% • Increase costs • LOB dissatisfaction with IT *Online business doing $100K/day = $2.5M/year in lost revenue
Poor Web/Mobile Performance Hurts Business Abandonment Rate Across 200+ Web Sites / 177+ Million Page 30 Abandonment Rate - All Browsers 25Abandonment Rate (%) Abandonment Rate 20 - iPhone Safari 15 • Slower pages = higher abandonment • Reduces revenue 10 • Increases costs • Damages brand 5 0 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15Source: Gomez real user monitoring Page Load Time Band (sec.)
Search Conversion Rate increases 74% when page load time improves from 8 to 2 seconds 5.85% 74% 3.36%Source: Gomez real user monitoring
Benchmarking Provides Context Your homepage currently downloads in 5 seconds on average. How do you feel about that? Before some recent hardware upgrades, it downloaded in 7 seconds on average. Now how do you feel? Your competitors’ homepages all download in 3 seconds on average. Now how do you feel? 0 2 4 6 8 Context provides a basis for decision- making and prioritization. Homepage Response Time in Seconds
How fast is fast enough?Benchmarking can answer this• Track performance against the best and your competition• Baseline performance and track it over time• Use benchmarks to measure success for IT and business stakeholders
One Web Award• Website Transaction Benchmark, Home Page from Internet Backbone on IE, Home Page on Last Mile, Mobile Site Performance• Banking, RetailGold, Silver, Bronze Awards• Best performance on Transaction or Home Page Benchmark• All industriesMobile Leader• Best performance on home page across top four carrier / device combinations• Banking, Retail, TravelMost Improved• Average Response Time higher than Benchmark Average• Most Improved in the second half of 2010 vs. the first half
Last Mile as a Complement to BackboneBackbone Demographics• Mirrored machines• Select browsers• Consistent ISPs• 12 select locations• Strong baselining Last Mile Demographics • End user machine • End user browser • End user ISP • End user locations • Real time end user comparisons
Optimize for your end users’ experience The Application Delivery Chain Cloud Customers Private Public Browsers Local Data Center ISP 3rd Party/ Virtual/Physical Environment Cloud Services DB App Web LoadMainframe Servers Servers Servers Balancers Major ISP Customer/user point of view Storage Network Content Delivery Networks Web Mobile WAN Services Components Optimization Mobile Carrier Devices Employees Employees
Significant Performance Differences Across Browsers Load Time Perceived Render 25 20 15 Seconds 10 5 0Source: Gomez Real-User Monitoring Real users around the world 466M pages over 30 days Broadband 200+ sites
Think Mobile• By end of 2011 Nielsen expects more smartphones in U.S. than feature phones• Keep the end users’ experience in mind• Don’t sacrifice speed
Benchmarking Best Practices1. Develop a culture of performance excellence2. Align business & IT on common goals3. Baseline, investigate, innovate4. Optimize for all customers no matter where they are located5. Monitor your end users’ experience from the Last Mile6. Benchmark across browsers7. Think Mobile
Q&A Send questions via ‘chat’ Additional ResourcesFull Report Mailed to Registrants Free Custom Benchmark Available on Gomez.com 3/21 http://www.gomez.com/my-benchmark/
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