MeasureWorks - Emerece eTravel - 7 performance concerns for marketers

7 Web Performance Concerns for Marketeers eTravel, 24 Juni, Amsterdam #eTravel

Performance matters!

2 second slowdown 4.3 reduction in revenue/user * % view more pages/visit n oticed that users with the fastest page load times found that a = 50 %

Google loses 1% of traffic for every 100 milliseconds of delay

April 9 th 2010: Site speed co-determines Google page ranking!

Google Pagerank

Customer Experience Trends

Evolving Customer Expectations Source: Forrester Consulting, 2009 Response Time 8 seconds 4 seconds 2 or less ?

Average Impact of 1 second delay in response time for web users Source: Aberdeen Group, 2009

stated that quick page loading is important to their site loyalty 52 % who experience problems during a visit are likely to no longer buy from that site 79 % Customer loyalty Source: eCommerce Web Site Performance Today, Forrester Consulting, 2009

Offline-Online Source: www.consumerbarometer.eu, 2010 87% of all consumers buy online

A/B Performance Testing

10 ms Objective: Influence visitor engagement Visitor engagement - +

100 ms 10 ms Objective: Influence visitor engagement Visitor engagement - +

1 sec 100 ms 10 ms Objective: Influence visitor engagement Visitor engagement - +

10 sec 1 sec 100 ms 10 ms Objective: Influence visitor engagement Visitor engagement - +

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

So here’s what we’ve discovered….

9000 0 2250 4500 6750 Traffic Levels

Average Time on Site

Pages per Visit

Conversion rate and order value

Tying performance to conversion

Is it marketing?

Or the WEB Experience?
Why do customers exit ?
Offer?
Performance?
Functional errors?
Technical errors?
Design errors?
B usiness impact?
In affected users?
In missed transactions ?
In € ?

IT Operations:
System Management
CPU, Memory
Quality of Service
Web Analytics:
Conversion
Pageviews
Visitors
Online Success requires a complete picture ?

IT Operations:
System Management
CPU, Memory
Quality of Service
Web Analytics:
Conversion
Pageviews
Visitors
Online Success requires a complete picture
Web Performance Analytics:
Assess impact of performance on user behaviour
Tie customer satisfaction to quality of delivery
Quantify revenue risked

7 performance questions for Marketeers tested with

How fast is fast enough?

0.76 sec 1.20 sec 1.19 sec 2.39 sec 1.46 sec Bijenkorf Bol.com Hema Mediamarkt TomTom 2.42 sec 1.69 sec 2.58 sec 2.09 sec 5.04 sec D-reizen Arke.nl Easyjet.nl Jiba Vliegwinkel

0.76 sec 1.20 sec 1.19 sec 2.39 sec 1.46 sec Bijenkorf Bol.com Hema Mediamarkt TomTom 2.42 sec 1.69 sec 2.58 sec 2.09 sec 5.04 sec D-reizen Arke.nl Easyjet.nl Jiba Vliegwinkel 2.31 sec 3.30 sec 3.55 sec Retail Finance Travel Average speed per sector, Gomez Benchmark 2009

Performance by region

The user’s distance from the content matters

5.49 sec 6.09 sec 7.19 sec 6.54 sec 4.89 sec 4.07 sec

Forrester research shows that over 40% of consumers will wait no more than 3 seconds for a Web page to load before clicking away to a competitor 5.49 sec 6.09 sec 7.19 sec 6.54 sec 4.89 sec 4.07 sec

We’re getting mobile

58% of mobile phone users expect websites to load as quickly, almost as quickly or faster on their mobile phone, compared to the computer they use at home Among adults who accessed the internet with a mobile phone in the past 12 months, Gomez Mobile Web Experience Survey

desktop 1.09 sec 16.81 sec

desktop 1.09 sec 16.81 sec 3.82 sec http://m.bol.com

Performance differs per browser

Raw page load time vs. Perceived Performance

1.35 sec 3.69 sec 2.637 sec 1.53 sec 6.29 sec 2.59 sec 1.10 sec 1.81 sec

Availability & performance issues can also be browser specific

Assembly within the browser: it all has to work AJAX Search AJAX Search

CSS Style Sheet Java Script Libraries AJAX Search Shopping Cart Ads from Adserver Video from Media Server Web Analytics Content from CDN HTML from CMS

Real User Experience

Congestion

Watch out for Peak Traffic!

Conclusion: Bottlenecks are everywhere

Bottlenecks are everywhere Real User Experience Congestion 3d Party Performance Browser Experience Mobile Performance How fast is fast enough? Performance by region

Thanks! More questions? M: [email_address] T: @jeroentjepkema W: www.measureworks.nl

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MeasureWorks - Emerece eTravel - 7 performance concerns for marketers

by MeasureWorks on Jun 24, 2010

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