Dutch eFinance performance outlook 2014

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A fast website will lead to happy users, more pages viewed, and ultimately a higher conversion rate. The faster your website performs, the more your users will feel in control and enjoy their …

A fast website will lead to happy users, more pages viewed, and ultimately a higher conversion rate. The faster your website performs, the more your users will feel in control and enjoy their experience.

Speed (Performance) is therefore not a feature, but an essential ingredient for every site owner and online marketer to improve their conversion rates. Especially in highly competitive online markets like finance, retail and travel it can lead to a competitive advantage.

The e-Finance 50 performance outlook 2014 provides an overview of the current performance delivered. Via data from twinkle100.measureworks.nl we analyzed the average page speed of every homepage as experienced on both a desktop browser as mobile browser…

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  • 1. eFinance performance outlook 2014 Who  is  outperforming  their  compe1tors  with  a  fast  user  experience?  
  • 2. Index: 1. Summarized! 2. Ranking the eFinance 50! 3. Mobile performance! 4. Content breakdown! 5. Optimization potential! 6. Movers and Shakers! 7. About MeasureWorks! eFinance 50 Performance Outlook 2014 A fast website will lead to happy users, more pages viewed, and ultimately a higher conversion rate. The faster your website performs, the more your users will feel in control and enjoy their experience. Speed (Performance) is therefore not a feature, but an essential ingredient for every site owner and online marketer to improve their conversion rates. Especially in highly competitive online markets like finance, retail and travel it can lead to a competitive advantage. The eFinance 50 performance outlook 2014 provides an overview of the current performance delivered. Via data from twinkle100.measureworks.nl we analyzed the average page speed of every homepage as experienced on both a desktop browser as mobile browser… Enjoy reading! The MeasureWorks team 2  
  • 3. In 2013 only 8% of the websites optimized for " mobile devices. In 2014 this is improved to 46%. e-Finance 50 websites have a median page load time of 2,94 sec on your desktop, compared to 8,80 sec for the same website in your mobile browser.! The fastest website in 2014 is the same as in 2013, but is 0,5 sec. slower then it was before Time for a performance diet for the bottom 10 websites as they have grown in size by 33%. In comparison, the top 10 websites have lost weight with over 35% 3  
  • 4. e-Finance 50 ranking Top 10 Bottom 10 Rank ! Ranking is based on page speed (load time) of the homepage from the 50 leaders in the Dutch Finance industry (both Finance & Insurance). ! ! Fastest homepage in the eFinance 50 is www.iza.nl with 1,2 seconds. Compared to number 50, with 7,6 seconds, www.iza.nl is over 6 times faster. ! ! Site Load time Rank Site Load time 1 iza.nl! 1,2! 41 staalbankiers.nl! 5,2! 2 gilissen.nl! 1,2! 42 snsbank.nl! 5,4! 3 takecarenow.nl! 1,7! 43 aegonbank.nl! 5,5! 4 profile.nl! 1,8! 44 routemobiel.nl! 5,6! 5 zwitserleven.nl! 1,9! 45 defriesland.nl! 5,7! 6 averoachmea.nl! 2,0! 46 robecodirect.nl! 5,9! 7 ing.nl! 2,1! 47 asr.nl! 6,1! 8 arbovitale.nl! 2,2! 48 Inshared.nl! 6,4! 9 azivo.nl! nibcdirect.nl! 2,2! 2,3! 49 allsecur.nl! 7,3! 50 direktbank.com! 7,6! 10 The median page load time of the eFinance 50 is 2,94 seconds.! ! The bottom 10 websites are 3 times slower compared to the top 10 Median" Top 10 Median" Bottom 10 1,9 sec.! Tool: Webpagetest.org Settings: 10000/1500 Kbps, 40ms Latency Browser: Internet Explorer 9" 5,7 sec.! 460 kb! Measurement details:  Speed! Size! 1280 kb! 41! Objects! 80! 4  
  • 5. Mobile vs. Desktop Mobile performance Mobile Ready? 10   The smartphone is quickly becoming the most important touchpoint for your customer, as search for a product or company information starts in a mobile browser. 65% of all search is on mobile, before they continue their journey on a tablet or desktop. ! 8   8,80 6   Desktop website 46% 4   54% 2   2,94 Mobile website 0   Mobile  load0me   Desktop  load0me   ! Optimized for mobile usage is difficult but very important, looking at screen size, limited bandwidth and usage scenarios. ! ! An eFinance homepage on your mobile phone is three times slower compared to desktop 23 out of the 50 website have a mobile website (on iPhone) Test results however show that few sites are optimized for mobile usage, with a median page load time of 8,80 seconds.! Rank Rank Site Load time gilissen.nl! 1,7! 46 frieslandbank.nl! 18,2! 2 Tested via Webpagetest.org with Android and iPhone devices over a 3G connection (traffic shaping). Connectivity: 2000/200 Kbps, 150ms Latency.! Load time 1 Measurement details: Site delagelanden.nl! 2,0! 47 triodos.nl! 22,4! 3 takecarenow.nl! 2,8! 48 routemobiel.nl! 24.3! 4 vgz.nl! 3,3! 49 unive.nl! 31,0! 5 agisweb.nl! 3,4! 50 leaseplanbank.nl! 44,2! 5  
  • 6. Content breakdown Size and number of objects have great impact on performance. Every byte needs to be downloaded in the browser of the user, so this makes load time of big pages very dependable on transfer speed of internet connections. Impact of size will be noticed most on slow connections like mobile.! Object distribution (%) Size distribution (Kb) 0,3   31   30   2,7   6,5   HTML   CSS   Javascript   IMG   Flash   25   17,4   60   346   285   ! Every object on a page needs to be requested (for the first time). Every request adds time – a request is like an errant run to the server for extra content. ! 52 objects average 752 kb average The top10 size is 64% smaller compared to the bottom10 ! ! Average " Top 10 Average " Bottom 10 1,9 sec.! Speed! 5,7 sec.! 460 kb! Size! 1280 kb! 41! Objects! 80! 6  
  • 7. Optimization potential Based on basic performance best practices (eg. Reduce request, minify javascript) MeasureWorks determined the performance potential for the eFinance 50, more specifically the bottom 10 websites.! ! Biggest optimization potential is detected on the website of Staalbankiers. A few highly inefficient images increase performance dramatically. ! ! ! Mileage may vary, but on average the page load time can be optimized by 23% with even basis optimization techniques.! Unlock your potential to be ready for 2014! Rank Site Loadtime Potential? New loadtime 41 staalbankiers.nl! 5,2! 77%! 1,2! 42 snsbank.nl! 5,4! 40%! 3,3! 43 aegonbank.nl! 5,5! 0,4%! 5,5! 44 routemobiel.nl! 5,6! 6%! 5,3! 45 defriesland.nl! 5,7! 3%! 5,5! 46 robecodirect.nl! 5,9! 51%! 3,0! 47 asr.nl! 6,1! 33%! 4,0! 48 inshared.nl! 6,4! 6%! 6,0! 49 allsecur.nl! 7,3! 5%! 7,0! 50 direktbank.com! 7,6! 9%! 6,8! 7  
  • 8. 2013 Movers and Shakers 2014 Top10 Site Load time Top 10 Site Load time 1 iza.nl! 0,7! 1 iza.nl! 1,2! 2 delagelanden.com! 1,1! 2 gilissen.nl! 1,2! 3 leaseplanbank.nl! 1,4! 3 takecarenow.nl! 1,7! 4 zwitserleven.nl! 1,6! 4 profile.nl! 1,8! 5 atbank.nl! 1,6! 5 zwitserleven.nl! 1,9! 6 unigarant.nl! 1,7! 6 averoachmea.nl! 2,0! 7 rabobank.nl! 2,1! 7 ing.nl! 2,1! 8 eurocross.nl! 2,1! 8 arbovitale.nl! 2,2! 9 bng.nl! 2,2! 9 azivo.nl! 2,2! 10 regiobank.nl! 2,2! 10 nibcdirect.nl! 2,3! Bottom10 Site Load time Bottom 10 Site Load time 41 cz.nl! 5,7! 41 staalbankiers.nl! 5,2! 42 robecodirect.nl! 6,1! 42 snsbank.nl! 5,4! 43 binck.nl! 6,6! 43 aegonbank.nl! 5,5! 44 movir.nl! 6,7! 44 routemobiel.nl! 5,6! 45 nn.nl! 6,8! 45 defriesland.nl! 5,7! 46 asr.nl! 6,9! 46 robecodirect.nl! 5,9! 47 inshared.nl! 7,0! 47 asr.nl! 6,1! 48 Based on basic performance best practices (eg. Reduce request, minify javascript) MeasureWorks determined the performance potential for the eFinance 50, more specifically the bottom 10 websites.! ! Biggest optimization potential is detected on the website of Staalbankiers. A few highly inefficient images increase performance dramatically. ! abnamro.nl! 7,9! 48 Inshared.nl! 6,4! 49 staalbankiers.nl! 8,7! 49 allsecur.nl! 7,3! 50 home.ingdirect.com! 8,7! 50 direktbank.com! 7,6! ! Mileage may vary, but on average the page load time can be optimized by 23% with even basis optimization techniques.! ! Measurement details:  Tool: Webpagetest.org Settings: 10000/1500 Kbps, 40ms Latency Browser: Internet Explorer 9" 8  
  • 9. About MeasureWorks At MeasureWorks we believe that performance is a fundamental requirement for any user experience and that speed stimulates engagement and the desire to explore your website.     ! We measure user experience and analyze the data collected ! to optimize for fast conversion. MeasureWorks not only ! delivers (real time) user experience monitoring and data analysts ! to combine data from different sources for indepth, actionable,! conversion analysis, but also the expertise to help companies! build fast, easy to use and reliable websites.! ! Our customers, like Bol.com, NS Hispeed and GlobalCollect, ! manage the real-time impact of performance on their business! objectives and deliver an user experience that exceeds the! expectations of online visitors.! ! Want  your  own  performance  report  or  the  full  eFinance  50  list?     Contact  us  via  info@measureworks.nl  and/or  +31365465881   9