Site Speed and Managing 3rd Party Content


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Presentation from 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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Site Speed and Managing 3rd Party Content

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Eliminated outdated and cumbersome business logic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