Velocity 2010: Performance Impact, Part Two: More Findings from the Front Lines of Web Acceleration
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Velocity 2010: Performance Impact, Part Two: More Findings from the Front Lines of Web Acceleration

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Last year at Velocity, Strangeloop's VP Product, Hooman Beheshti, presented the findings from phase one of Strangeloop’s long-term research into the relationship between web performance and business ...

Last year at Velocity, Strangeloop's VP Product, Hooman Beheshti, presented the findings from phase one of Strangeloop’s long-term research into the relationship between web performance and business benefits. The results were also published in Watching Websites. Since then, we’ve received a barrage of questions from the web performance community, which fueled phase two of our study. In this presentation, Strangeloop president Joshua Bixby offers our most recent findings.

Some of the community’s questions were:

* Who were the clients?
* How fast were the pages?
* What acceleration techniques were implemented?
* What happened to the key page components (such as JS size, payload and roundtrips) of the websites?
* How did changing key variables (page load time, payload, number of roundtrips, etc.) affect the outcome?

We’ve been collecting and analyzing data to help us answer these questions, as well as some new ones we’ve thought up along the way. Join us as we present our findings, and help us consider what areas deserve further study.

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  • thanks for the insights on web performance. it is amazing to see the impact page load times can have on business results and how strangeloop can drastically improve them.
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  • 5-) Outputs on Inputs Top employer in the province Clear on results Set goals Treat yourself and others as adults.
  • How much was fast enough? It was anybody’s guess.
  • And guess they did. This is Zona’s formula for patience, the basis for the “eight second rule.” Unfortunately, things like tenacity, importance, and natural patience aren’t concrete enough for the no-nonsense folks that run web applications.
  • And guess they did. This is Zona’s formula for patience, the basis for the “eight second rule.” Unfortunately, things like tenacity, importance, and natural patience aren’t concrete enough for the no-nonsense folks that run web applications.
  • IT operators and marketers are completely different people. What convinces an IT person to fix performance doesn’t convince a marketer. They want to know how it will impact the business fundamentals.
  • One example of this is performance experimentation that Google’s done. Google’s a perfect lab. Not only do they have a lot of traffic, they also have computing resources to do back-end analysis of large data sets. Plus, they’re not afraid of experimentation – in fact, they insist on it. So they tried different levels of performance and watched what happened to visitors.
  • The results, which they presented at Velocity in May, were fascinating. There was a direct impact between delay and the number of searches a user did each day – and to make matters worse, the numbers often didn’t improve even when the delay was removed. You may think 0.7% drop isn’t significant, but for Google this represents a tremendous amount of revenue.
  • Microsoft’s Bing site is a good lab, too. They looked at key metrics, or KPIs, of their search site.
  • They showed that as performance got worse, all key metrics did, too. Not just the number of searches, but also the revenue (earned when someone clicks) and refinement of searches.
  • Microsoft’s Bing site is a good lab, too. They looked at key metrics, or KPIs, of their search site.
  • Shopzilla overhauled their entire site, dramatically reducing page load time, hardware requirements, and downtime.
  • They saw a significant increase in revenues
  • Microsoft’s Bing site is a good lab, too. They looked at key metrics, or KPIs, of their search site.
  • One example of this is performance experimentation that Google’s done. Google’s a perfect lab. Not only do they have a lot of traffic, they also have computing resources to do back-end analysis of large data sets. Plus, they’re not afraid of experimentation – in fact, they insist on it. So they tried different levels of performance and watched what happened to visitors.
  • If we want to convince marketing, we need to measure business metrics.
  • By tying performance and availability to Key Performance Indicators – KPIs – business and operations can finally have a conversation.
  • So what KPIs would we like to learn about? This is what web analytics folks work by, whether they’re running a media site, a SaaS platform, a transactional application, or a collaborative social network. It’s what the business cares about.
  • Strangeloop agreed to set up an experiment using their technology which would help measure this.

Velocity 2010: Performance Impact, Part Two: More Findings from the Front Lines of Web Acceleration Velocity 2010: Performance Impact, Part Two: More Findings from the Front Lines of Web Acceleration Presentation Transcript

  • Web Performance and key business metrics
    • Part II: More Findings from the Front Line of Web Acceleration
  • © 2010 Strangeloop Networks Strangeloop. Faster Websites. Automatically.
  •  
  • © 2010 Strangeloop Networks Strangeloop. Faster Websites. Automatically.
  • © 2010 Strangeloop Networks Strangeloop. Faster Websites. Automatically.
  • © 2010 Strangeloop Networks Strangeloop. Faster Websites. Automatically.
  • © 2010 Strangeloop Networks Strangeloop. Faster Websites. Automatically.
  • How do we prioritize? © 2010 Strangeloop Networks Strangeloop. Faster Websites. Automatically. Performance Cost Easy Hard
  • © 2010 Strangeloop Networks Strangeloop. Faster Websites. Automatically. http://www.flickr.com/photos/spunter/393793587 http://www.flickr.com/photos/laurenclose/2217307446
    • What do we know?
    © 2010 Strangeloop Networks Strangeloop. Faster Websites. Automatically. http://www.webperformancetoday.com/2010/06/15/everything-you-wanted-to-know-about-web-performance/
  • © 2010 Strangeloop Networks Strangeloop. Faster Websites. Automatically.
  • What does 400ms feel like? © 2010 Strangeloop Networks Strangeloop. Faster Websites. Automatically.
  • Impact of page load time on average daily searches per user on average daily searches per user © 2010 Strangeloop Networks Strangeloop. Faster Websites. Automatically.
  • © 2010 Strangeloop Networks Strangeloop. Faster Websites. Automatically.
  • What does 2 seconds feel like? © 2010 Strangeloop Networks Strangeloop. Faster Websites. Automatically.
  • Impact of additional delay on business metrics © 2010 Strangeloop Networks Strangeloop. Faster Websites. Automatically.
  • © 2010 Strangeloop Networks Strangeloop. Faster Websites. Automatically.
  • What does 5 seconds feel like? © 2010 Strangeloop Networks Strangeloop. Faster Websites. Automatically.
  • © 2010 Strangeloop Networks Strangeloop. Faster Websites. Automatically.
    • Big, high-traffic site
    • 100M impressions a day
    • 8,000 searches a second
    • 20-29M unique visitors a month
    • 100M products
    • 16 month re-engineering
    • Page load from 6 seconds to 1.2
    • Uptime from 99.65% to 99.97%
    • 10% of previous hardware needs
    http://en.oreilly.com/velocity2009/public/schedule/detail/7709 Shopzilla had another angle
  • © 2010 Strangeloop Networks Strangeloop. Faster Websites. Automatically. 5-12% increase in revenue
  • © 2010 Strangeloop Networks Strangeloop. Faster Websites. Automatically.
  • © 2010 Strangeloop Networks Strangeloop. Faster Websites. Automatically.
  • © 2010 Strangeloop Networks Strangeloop. Faster Websites. Automatically.
  • © 2010 Strangeloop Networks Strangeloop. Faster Websites. Automatically.
  • © 2010 Strangeloop Networks Strangeloop. Faster Websites. Automatically.
  • What they did
    • Combining multiple CSS and JavaScript files to reduce external page calls.
    • Serving static content from a domain without cookies.
    • Leveraging browser and server-side caching wherever possible.
    • Compressing image file sizes on output, and serving .png wherever possible.
    • Asking rich media vendors and the Internet ad industry at large to take performance considerations into account when building and serving rich media ads. Any improvements made will ultimately benefit the advertiser, the server, the publisher and the user.
    © 2010 Strangeloop Networks Strangeloop. Faster Websites. Automatically.
  • Impact A/B Testing © 2010 Strangeloop Networks Strangeloop. Faster Websites. Automatically. Performance Revenue per thousand pages 19% 0.9%
  • © 2010 Strangeloop Networks Strangeloop. Faster Websites. Automatically.
  • © 2010 Strangeloop Networks Strangeloop. Faster Websites. Automatically.
  • Notice a trend in the data? © 2010 Strangeloop Networks Strangeloop. Faster Websites. Automatically.
  • Tying web performance to business outcomes for mortal companies © 2010 Strangeloop Networks Strangeloop. Faster Websites. Automatically.
  • © 2010 Strangeloop Networks Strangeloop. Faster Websites. Automatically. http://www.flickr.com/photos/spunter/393793587 http://www.flickr.com/photos/laurenclose/2217307446 KPIs
  • © 2010 Strangeloop Networks Strangeloop. Faster Websites. Automatically. ATTENTION ENGAGEMENT BUSINESS METRIC NEW VISITORS GROWTH BOUNCE RATE LOSS CONVERSION RATE ORDER VALUE x TIME ON SITE PAGES PER VISIT NUMBER OF VISITS SEARCHES TWEETS MENTIONS ADS SEEN SEARCH IMPACT AD CLICKS USERS Productivity and Satisfaction
  • © 2010 Strangeloop Networks Strangeloop. Faster Websites. Automatically. It’s time for an experiment
  • © 2010 Strangeloop Networks Strangeloop. Faster Websites. Automatically. Strangeloop Analytics Visitor Web server Decide whether to optimize Insert segment marker Normal content Accelerated Unaccelerated Optimize? Receive page Process scripts Send analytics
    • Analytics
    © 2010 Strangeloop Networks Strangeloop. Faster Websites. Automatically.
  • Business Analytics © 2010 Strangeloop Networks Strangeloop. Faster Websites. Automatically.
  • Performance Analytics © 2010 Strangeloop Networks Strangeloop. Faster Websites. Automatically.
    • Acceleration
    © 2010 Strangeloop Networks Strangeloop. Faster Websites. Automatically.
  • Acceleration © 2010 Strangeloop Networks Strangeloop. Faster Websites. Automatically.
  • Examples: Complexity
    • 493,623,345 Page Views
    • 123,876 Individual Pages
    • 52,865 Different Landing Pages
    • 10 Major Browsers (110 different version)
    • 9 Average Pages Views/visitor
    © 2010 Strangeloop Networks Strangeloop. Faster Websites. Automatically.
  • What is accelerated
      • Optimize Caching
      • Minimize Roundtrips
      • Minimize Payload Size
      • Optimize Browser rendering
      • Optimize Images
      • Automatically rewrite to a CDN
      • Flush the buffer early
      • Preloading
    © 2010 Strangeloop Networks Strangeloop. Faster Websites. Automatically. Input What we did Output URL Browser Users flow Other Users Flow
  • Accelerated © 2010 Strangeloop Networks Strangeloop. Faster Websites. Automatically. 58 roundtrips  5 roundtrips Payload Reduced 78% 57 roundtrips  4 roundtrips Payload Reduced by 86% First Time Visitor Repeat Visitor Before Strangeloop After Strangeloop
  • More Information © 2010 Strangeloop Networks Strangeloop. Faster Websites. Automatically. http://www.webperformancetoday.com/
    • Individual Site Data
    © 2010 Strangeloop Networks Strangeloop. Faster Websites. Automatically.
  • Can we share your data? © 2010 Strangeloop Networks Strangeloop. Faster Websites. Automatically.
  •  
  • JC Whitney Story © 2010 Strangeloop Networks Strangeloop. Faster Websites. Automatically.
  •  
  • Business Impact © 2010 Strangeloop Networks Strangeloop. Faster Websites. Automatically. Revenue Conversion More Likely to buy on first visit 2% 2% 7%
  •  
  •  
  • Business Impact © 2010 Strangeloop Networks Strangeloop. Faster Websites. Automatically.
  • © 2010 Strangeloop Networks Strangeloop. Faster Websites. Automatically.
  •  
  • Business Impact © 2010 Strangeloop Networks Strangeloop. Faster Websites. Automatically. Average Order size Conversion More Likely to buy on first visit More Likely to return for a second visit 6% 9% 29% 38%
    • Aggregated Data: Trends
    © 2010 Strangeloop Networks Strangeloop. Faster Websites. Automatically.
  • Data Collection © 2010 Strangeloop Networks Strangeloop. Faster Websites. Automatically.
  • Example: Landing Pages
    • Entry to a flow
    • First page matters
    • Landing page performance is very impactful to your business metrics
    © 2010 Strangeloop Networks Strangeloop. Faster Websites. Automatically.
  • © 2010 Strangeloop Networks Strangeloop. Faster Websites. Automatically.
  • © 2010 Strangeloop Networks Strangeloop. Faster Websites. Automatically.
  • © 2010 Strangeloop Networks Strangeloop. Faster Websites. Automatically.
  • Is this project worth doing? © 2010 Strangeloop Networks Strangeloop. Faster Websites. Automatically. http://www.webperformancetoday.com/2010/06/23/the-performance-metrics-project/ http://bit.ly/anuQ22
  • © 2010 Strangeloop Networks Strangeloop. Faster Websites. Automatically.