How Website Speed Increases Conversions & Google Rankings

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Ever since Google announced in April of 2010 that they were introducing speed as a signal in their search ranking algorithm, speed has got a lot more attention from etailers. …

Ever since Google announced in April of 2010 that they were introducing speed as a signal in their search ranking algorithm, speed has got a lot more attention from etailers.

Google’s own research had long since proven there’s a correlation between searches per user and speed. A/B testing from Ecommerce sites have also proven there’s an impact on revenue and also on operational costs.

The question for retailers is just how important is speed to their site and what should they do about it? This webinar will attempt to answer these questions and others such as:

How fast is fast enough?

How can I measure the impact of speed on conversion metrics?

What’s the impact of speed on SEO?

How can I improve the speed of my site at a reasonable cost?

More in: Technology , Business
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Transcript

  • 1. www.blaze.io
  • 2. Agenda
    Introduction
    User expectations for speed
    Impact of speed on conversions
    Impact of speed on SEO
    Tips for improving performance
    2
  • 3. User Expectations
    3
    Source: Forrester Research
  • 4. Impact of Speed on Conversions
    4
    Research from Gomez showed that reducing load times from 8s to 2s increased conversions by 74%
  • 5. Impact of Speed on Conversions
    Research from usability consultancy, Nielson Norman Group, showed that users were 20% more likely to click on a promotion offer when the page loads instantly vs. in 8 seconds
    5
  • 6. Impact of Speed on Search
    6
  • 7. Shopzilla.com
    Shopzilla improved speed by 5 seconds
    Improved conversions by over 7%
    7
  • 8. Superbiketoystore.com
    Reduced NA load times from 6.8s to 3.0s.
    Reduced International load times from 16s to 6s.
    Results - improved conversions by 32%
    8
  • 9. Measuring Business Impact of Speed
    Add the new tracking code to your website:
    http://www.google.com/support/analyticshelp/bin/answer.py?hl=en&answer=1205784&topic=1120718
    Make sure you are in the new Google Analytics
    Go to the site speed category & select a date range that you have speed data for.
    Go to the advanced segments dropdown and check “all visits” & “visits with conversions”
    9
  • 10. Measuring Business Impact of Speed
    Review your average load time for all visits vs. visits with conversions to see the effect of load time on users that converted vs. your regular website visitors:
    10
    In this example users that converted had an average load time of 4 seconds. All visits had a load time average of 9 seconds
  • 11. Speed and SEO
    In April 2010 Google started using speed as a signal in their ranking algorithm.
    Penalizing pages deemed as “slow”.
    11
  • 12. How Can I See My Results?
    Log on to your Webmaster tools page in Google
    See the chart for your site
    Google views pages slower than 1.5s to be slow
    12
  • 13. How Google Measures
    Data is collected from the Google toolbar of users.
    Doesn’t use the Google spider to measure.
    Measures complete load time of page measured by “onload” event.
    13
  • 14. Improving Performance
    14
  • 15. Measuring Performance Challenges
    Not as simple as it sounds
    Need to test using conditions that reflect your actual customer.
    Factors to consider:
    Connection speed
    Location
    Browser version
    Clear vs. primed cache
    Internet traffic & variability from 3rd parties
    15
  • 16. Measurement Tools
    Commercial tools
    Keynote, Gomez, Catchpoint
    Free tools
    Webpagetest (desktop)
    Mobitest (mobile)
    Bad ideas:
    Manual measurement
    16
  • 17. Webpagetest.org
    Free service
    Uses real browsers
    Multiple locations
    Multiple speeds
    Detailed results
    Video playback
    17
  • 18. Analyzing Results
    18
  • 19. What to Measure?
    19
    Fully Loaded (4.350 sec)
    Filmstrip View
  • 20. Mobile Performance
    20
  • 21. Prioritizing Improvements
    21
    Backend = 0.398/7.964 = 5%
    Frontend = 95%
  • 22. Prioritizing Improvements
    Backend:
    Improve server hardware/infrastructure
    Improve backend code
    Frontend:
    Add a CDN to reduce network latency
    Optimize frontend code (FEO)
    22
  • 23. CDN vs. DSA vs. FEO
    23
    Content delivery networks (CDN), Dynamic site acceleration (DSA) and Frontend optimization (FEO) are complimentary technologies that all work together to boost performance.
  • 24. Improving Frontend Performance
    24
    Make fewer requests
    Reduce size of requests
    Increase # of parallel requests
  • 25. Sample Optimizations
    25
  • 26. Blaze Product Overview
    Automated Frontend Optimization Service
    Dynamically applies optimization best practices
    Cloud-based service
    No software or hardware
    Integrates with CDN services
    Quick deployment
    1 hour or less.
    No code changes required
    Optimizations from world’s fastest sites
    Shared insights from >1M pages analyzed
    Blaze performance research team
    Faster, more efficient site
  • 27. Testing Frontend Optimization
    27
    Run a test on your own site here.
  • 28. Sample Report – Walmart.com
    28
  • 29. Thank You