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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 …

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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  • 1. www.friendscout24.dewww.friendscout24.de Getting page speed into the heads of your organization – a first hand report Michael Maretzke
  • 2. Michael Maretzke FriendScout24 Vice President Technology michael.maretzke@friendscout24.de twitter: @mmaretzke
  • 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. 2,46s How fast should your site be?
  • 5. http://www.internetretailer.com/2009/09/15/the-new-page-loading-threshold-2-seconds
  • 6. http://www.strangeloopnetworks.com/ resources/research/our-need-for-web-speed/
  • 7. State of the union. http://www.radware.com/stateoftheunion-fall2013
  • 8. Why? might you bother
  • 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. 0.1s 1s 10s instantaneous seamless lost context ResponseTimeLimits http://www.nngroup.com/articles/website-response-times/
  • 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. Why? should you bother
  • 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. 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. http://www.exp-platform.com/Documents/IEEEComputer2007OnlineExperiments.pdf 100ms slower pages 1% less revenue
  • 16. http://www.exp-platform.com/Documents/IEEEComputer2007OnlineExperiments.pdf 500ms slower results 20% less revenue
  • 17. http://www.slideshare.net/stoyan/yslow-20-presentation 400ms slower pages 9% drop in full- page traffic
  • 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. Why did we care?
  • 20. decrease increase
  • 21. Get it into the heads
  • 22. Give it a face.
  • 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. 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. Tell people what IS important to you.
  • 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. Measure your KPI‘s. Talk about the KPI‘s.
  • 28. What did we do? Technically.
  • 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. External dependencies asynchronously and / or after onLoad() … 400 ms saved. load externals asynchronously
  • 31. 50% of server side load time spent on queries. re-think models
  • 32. 921 queries 21 queries 12x faster re-think models
  • 33. What did we gain?
  • 34. Result. Page load time reduction: -27%
  • 35. Result. App server response time: -25%
  • 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. November 2012 January 2013 March 2013 December 2012 February 2013 User Perception of Performance
  • 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. 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. • 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