www.friendscout24.dewww.friendscout24.de
Getting page speed into the
heads of your organization
– a first hand report
Mich...
Michael Maretzke
FriendScout24
Vice President Technology
michael.maretzke@friendscout24.de
twitter: @mmaretzke
Flirten Lebenspartner Abenteuer
- Aktive Suche
- Dateroulette
Auch verfügbar
- iOS-/Android-App
- Facebook-App
- Wissensch...
2,46s
How fast should your site be?
http://www.internetretailer.com/2009/09/15/the-new-page-loading-threshold-2-seconds
http://www.strangeloopnetworks.com/
resources/research/our-need-for-web-speed/
State of the union.
http://www.radware.com/stateoftheunion-fall2013
Why?
might you bother
http://www.nngroup.com/articles/website-response-times/
People want
to be in
control.
… companies who make us wait instead...
0.1s
1s
10s
instantaneous
seamless
lost context
ResponseTimeLimits
http://www.nngroup.com/articles/website-response-times/
http://connect.phocuswright.com/2010/06/phocuswrightakamai-study-on-travel-site-performance/
57%
of online customers will ...
Why?
should you bother
5s faster pages
10% more revenue
http://assets.en.oreilly.com/1/event/29/Shopzilla%27s%20Site%20Redo%20-%20You%20Get%20Wha...
http://assets.en.oreilly.com/1/event/29/The%20User%20and%20Business%20Impact%20of%20Server%20Delays,%20Additional%20Bytes,...
http://www.exp-platform.com/Documents/IEEEComputer2007OnlineExperiments.pdf
100ms slower pages
1% less revenue
http://www.exp-platform.com/Documents/IEEEComputer2007OnlineExperiments.pdf
500ms slower results
20% less revenue
http://www.slideshare.net/stoyan/yslow-20-presentation
400ms slower pages
9% drop in full-
page traffic
http://blog.mozilla.org/metrics/2010/04/05/firefox-page-load-speed-%E2%80%93-part-ii/
2.2s faster download
pages
60m addit...
Why
did we care?
decrease increase
Get it
into
the
heads
Give it a
face.
Strategy. Technology.
2013 Technology Goal.
Two – 4 – Twohundred
T – Deliver any web page within 2 seconds to our customer...
Awareness Speed matters
endless repetition +++ endless repetition +++ endless
repetition +++ endless repetition +++ endles...
Tell people
what IS
important
to you.
Page Load Time
Page Weight
Web TX Time
Apdex
(server + network + DOM + rendering)
(#requests + bytes)
(TX duration)
(satis...
Measure
your KPI‘s.
Talk about
the KPI‘s.
What
did we do?
Technically.
Titel der Präsentation | Autor der Präsentation
Seite 36
replace icons with webfonts
decrease #of AJAX requests
refactorin...
External dependencies asynchronously
and / or after onLoad() …
400 ms saved.
load externals
asynchronously
50% of server side
load time spent on
queries.
re-think
models
921 queries
21 queries
12x
faster
re-think
models
What
did we gain?
Result.
Page load time reduction: -27%
Result.
App server response time: -25%
Impact.
-24% less profile
resigns
Impact analysis on data set for Nov. 12 – Mar. 13
more messages
+71%
revenue Secret = f(...
November
2012
January
2013
March
2013
December
2012
February
2013
User Perception of
Performance
User Perception of
Performance
Impact analysis on data set for Nov. 12 – Mar. 13
Big impact and positive
measureable react...
Titel der Präsentation | Autor der Präsentation
Seite 46
So, Web Performance …
… is a business differentiator
… comes hand...
• http://www.flickr.com/photos/4x4paper/4282422565
• http://www.flickr.com/photos/mikelo/534441248/
• http://www.flickr.co...
Getting page speed into the heads of your organization - a first hand report
Getting page speed into the heads of your organization - a first hand report
Getting page speed into the heads of your organization - a first hand report
Getting page speed into the heads of your organization - a first hand report
Getting page speed into the heads of your organization - a first hand report
Getting page speed into the heads of your organization - a first hand report
Getting page speed into the heads of your organization - a first hand report
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Getting page speed into the heads of your organization - a first hand report

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Page Speed is important - at least to technical people who love what they do. But how can technical people explain the importance of speed & performance to business people? Simply by talking figures.

The talk reflects, WHY we as an organization started to care about performance and introduces the principles of HOW to get the message into the organization delivered. We spent a whole year working on a specific goal named "T4T" to improve page speed on our sites.

The talk also mentions some well-known technical principles of how we achieved this goal - and more importantly shows recent statistical learning we generated through our BI measures on the impact of page speed on our business figures.

Published in: Technology, Business
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Getting page speed into the heads of your organization - a first hand report

  1. 1. www.friendscout24.dewww.friendscout24.de Getting page speed into the heads of your organization – a first hand report Michael Maretzke
  2. 2. Michael Maretzke FriendScout24 Vice President Technology michael.maretzke@friendscout24.de twitter: @mmaretzke
  3. 3. Flirten Lebenspartner Abenteuer - Aktive Suche - Dateroulette Auch verfügbar - iOS-/Android-App - Facebook-App - Wissenschaftlicher Test mit Matching Das erste Premium- Casual-Dating Portal speziell für die Frau - Diskretion durch Maskentool - Sicherheit mit Jugendschutzpixel - Seriös FriendScout24 - für die Suche nach dem richtigen Partner „Full-Service“ für alle ernsthaften Beziehungen
  4. 4. 2,46s How fast should your site be?
  5. 5. http://www.internetretailer.com/2009/09/15/the-new-page-loading-threshold-2-seconds
  6. 6. http://www.strangeloopnetworks.com/ resources/research/our-need-for-web-speed/
  7. 7. State of the union. http://www.radware.com/stateoftheunion-fall2013
  8. 8. Why? might you bother
  9. 9. http://www.nngroup.com/articles/website-response-times/ People want to be in control. … companies who make us wait instead of providing responsive service seem either arrogant or incompetent
  10. 10. 0.1s 1s 10s instantaneous seamless lost context ResponseTimeLimits http://www.nngroup.com/articles/website-response-times/
  11. 11. http://connect.phocuswright.com/2010/06/phocuswrightakamai-study-on-travel-site-performance/ 57% of online customers will wait 3 seconds or less before leaving the site. 65% of 18-24 years old expect a page to load in 2 seconds or less. 34% of online customers will less likely return to a site when experiencing technical issues.
  12. 12. Why? should you bother
  13. 13. 5s faster pages 10% more revenue http://assets.en.oreilly.com/1/event/29/Shopzilla%27s%20Site%20Redo%20-%20You%20Get%20What%20You%20Measure%20Presentation.ppt
  14. 14. http://assets.en.oreilly.com/1/event/29/The%20User%20and%20Business%20Impact%20of%20Server%20Delays,%20Additional%20Bytes,%20an d%20HTTP%20Chunking%20in%20Web%20Search%20Presentation.pptx
  15. 15. http://www.exp-platform.com/Documents/IEEEComputer2007OnlineExperiments.pdf 100ms slower pages 1% less revenue
  16. 16. http://www.exp-platform.com/Documents/IEEEComputer2007OnlineExperiments.pdf 500ms slower results 20% less revenue
  17. 17. http://www.slideshare.net/stoyan/yslow-20-presentation 400ms slower pages 9% drop in full- page traffic
  18. 18. http://blog.mozilla.org/metrics/2010/04/05/firefox-page-load-speed-%E2%80%93-part-ii/ 2.2s faster download pages 60m additional downloads
  19. 19. Why did we care?
  20. 20. decrease increase
  21. 21. Get it into the heads
  22. 22. Give it a face.
  23. 23. Strategy. Technology. 2013 Technology Goal. Two – 4 – Twohundred T – Deliver any web page within 2 seconds to our customers. 4 – Deliver any mobile web page within 4 seconds to our customers over 3G. T – Any request over the REST API is answered below 200 milliseconds.
  24. 24. Awareness Speed matters endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++
  25. 25. Tell people what IS important to you.
  26. 26. Page Load Time Page Weight Web TX Time Apdex (server + network + DOM + rendering) (#requests + bytes) (TX duration) (satisfied req <= T | tolerating req > T | frustrated req > (4xT)) satisfied reqs + (tolerating reqs / 2) total # of requests Apdex =T=2
  27. 27. Measure your KPI‘s. Talk about the KPI‘s.
  28. 28. What did we do? Technically.
  29. 29. Titel der Präsentation | Autor der Präsentation Seite 36 replace icons with webfonts decrease #of AJAX requests refactoring views introducing caches re-think models optimize server load externals asynchronously
  30. 30. External dependencies asynchronously and / or after onLoad() … 400 ms saved. load externals asynchronously
  31. 31. 50% of server side load time spent on queries. re-think models
  32. 32. 921 queries 21 queries 12x faster re-think models
  33. 33. What did we gain?
  34. 34. Result. Page load time reduction: -27%
  35. 35. Result. App server response time: -25%
  36. 36. Impact. -24% less profile resigns Impact analysis on data set for Nov. 12 – Mar. 13 more messages +71% revenue Secret = f(activity )Secret activitySecret = f(messages, searches, profiles, pictures, …)
  37. 37. November 2012 January 2013 March 2013 December 2012 February 2013 User Perception of Performance
  38. 38. User Perception of Performance Impact analysis on data set for Nov. 12 – Mar. 13 Big impact and positive measureable reaction after single architecture rework release. Low impact and no measureable reaction on continuous improvements.
  39. 39. Titel der Präsentation | Autor der Präsentation Seite 46 So, Web Performance … … is a business differentiator … comes hand-in-hand with an engineering culture … takes time to get it into the heads of your organization
  40. 40. • http://www.flickr.com/photos/4x4paper/4282422565 • http://www.flickr.com/photos/mikelo/534441248/ • http://www.flickr.com/photos/backa/4180780815/ • http://www.flickr.com/photos/filterforge/8588372939/ • http://www.flickr.com/photos/59937401@N07/5930032284/ • http://www.flickr.com/photos/8504751@N02/3801783121/ • http://www.flickr.com/photos/hyku/311195753/ • http://www.flickr.com/photos/dobrych/3613722863/ • http://www.flickr.com/photos/squeaks2569/4031665280/ • http://www.flickr.com/photos/byteboy/8752924482/ • http://www.flickr.com/photos/liverpoolhls/10740309163/ • http://www.flickr.com/photos/jdhancock/3472771038 • http://www.flickr.com/photos/hamillianactor/362021036 Q&A
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