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Site Speed and Managing 3rd Party Content
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Site Speed and Managing 3rd Party Content

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Presentation from Cars.com and Keynote Systems at Internet Retailer Conference 2011 on the business value of site speed and best practices to minimize impact of 3rd party content.

Presentation from Cars.com and Keynote Systems at Internet Retailer Conference 2011 on the business value of site speed and best practices to minimize impact of 3rd party content.

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Transcript

  • 1. The business of site speed: Speed as a consumer benefit.
    Jeremiah Wilson
  • 2. Why are third party tags killing my site?
    2
  • 3. Third Party Freak Out…
    IT’S NOT!!!
    3
  • 4. Pushing Over The Top
    Slow
    4
  • 5. Pushing Over The Top
    Third Party
    Slow
    5
  • 6. Pushing Over The Top
    Third Party
    Slow
    Legacy
    6
  • 7. Speed: Notjust the front end
    Data Aggregation
    Data Storage
    Data Organization/Extraction
    Display
    CSS, HTML, I-Frames etc.
    3rd party JS
    7
  • 8. Common Site Speed Focus
    Data Aggregation
    Data Storage
    Data Organization/Extraction
    Display
    20%
    80%
    8
  • 9. Most Site Speed Problems
    Data Aggregation
    Data Storage
    Data Organization/Extraction
    Display
    80%
    20%
    9
  • 10. Agenda
    Example of speed increase and its impact to conversion metrics
    Business case generation for speed improvements
    10
  • 11. Who Am I?
    Involved in Interactive and Online businesses for the past 6 years.
    Worked as a DBA, QA all the way up to Product Management.
    2 years as a SEO manager at Classified Ventures.
    Now a Product Manager at Cars.com
    11
  • 12. What I Am Not…
    Developer
    Site Operations Manager
    Keynote Expert
    12
  • 13. Example: How I Backed Into Caring About Site Speed
    Early 2009 –Google announced site speed as part of their ranking factors
    Late 2009 – Reduced total site rendering time by half at HomeFinder.com
    Result –Not only did our SEO numbers increase, but all other site conversion metrics skyrocketed.
    13
  • 14. What We Did…
    4 month project to completely rewrite the search application from JS to PHP
    Addition of SOLR to help organize our data
    Eliminated outdated and cumbersome business logic
    14
  • 15. HomeFinder.com Results
    14.77% increase in page-views per visit
    7.40% decrease in bounce rate
    10.40% increase in leads
    15
  • 16. Speed Impact Themes
    Google states that 3 seconds is the threshold where users start to become frustrated
    If your site is significantly above the 2-3 second threshold (1.5-2 seconds above)
    If you can bring the rendering time down to the 2-3 second mark
    Budget for a double digit increase in the page’s key conversion metric
    Budget that the increase decreases by half over time, but levels and stays steady after that
    16
  • 17. Summary
    First optimize the parts you can control
    Single out and measure the elements that you can’t control
    Do what you can to optimize what you can’t control, but don’t go overboard
    Build the business case about revenue lost due to the degradation in site speed
    Value of timeouts
    Value of consumers that abandon
    Always tell the truth. Don’t alter numbers or measurements to make the company look better.
    17
  • 18. 18
    Keynote Systems – Internet Retailer ConferenceJune 2011
    Ben Rushlo, DirectorKeynote Consulting
    ben.rushlo@keynote.com
  • 19. Background
    Performance management with the user experience in mind
    Optimize only what impacts the customer
    Work with some of the largest retailers in the world ongoing
    Best Buy, Wal-Mart, Sears, Puma, Lacoste etc.
    Provide ongoing tactical and strategic recommendations for improvement
    What is really causing my site to be slow?
    How do I compete in China?
    How do I mediate between internal groups who all seem to blame each other for site quality issues?
    How do I create a culture-changing performance management process?
    19
  • 20. Background – The Complex World Of Performance Management
    20
    ©2011 Keynote Systems
  • 21. Common Retail Site Performance Issues - By Page Type
    Marketing Pages
    Front end delay is the most significant
    Page construction/design
    Client/browser processing
    Third parties – Tracking: ads, media tracking, analytics
    Third parties – Partners: provide product images/zoom
    Transactional Pages
    Back-end delay much more significant
    Page construction/design is important but not typically the core issue
    Third parties – Partners: payment, web services, etc.
    Third party – Tracking: still plays a role
    21
  • 22. Tag Example
    22
  • 23. Third Party Integration – Strategy for Success
    Tags/Tracking
    Pre-deployment testing
    Understand capacity
    Push down at all costs
    Use simple tags and framework
    Audit periodically
    Track and manage ongoing
    Partners/Content Providers
    Pre-deployment testing
    Set standards (SLA) equivalent (to your own)
    Track and manage ongoing
    23
  • 24. Complementary Analysis
    Browser and Purchase process on your site
    2 weeks of measurement
    Custom analysis
    Diagnosis of core issues
    Email me – ben.rushlo@keynote.com
    Call me – 623.547.7068
    See me after (buy me a drink?)
    24
  • 25. Sources
    http://en.wikipedia.org/wiki/Lazy_loading
    http://blog.mozilla.com/metrics/category/website-optimization/
    http://technology.edmunds.com/
    Mountain photo: Mountain of china
    For Clackamore and the Waste Mountain thread www.flickr.com/groups/wpcgallery/discuss/72157602602986336/Raw image for recycling : )