Neil Barnes -
Head of Insight & Traffic
Need for
(Page
Load)
Speed
Page load speed
is your website’s
mechanism for
forming a first
impression
40% of users abandon a
website that takes more
than 3 seconds to load
Sources: Missouri University of Science, Akamai.com
...
But it also goes beyond that vital
first impression…
Speedy Sites = Better UX
Better UX = Happy Users
Happy Users = Higher
traffic quality & quantity
…because website
users lo...
It’s not only users that love fast
websites…
Since 2010, page load speed has formed
a factor in Google’s search ranking
algorithm
1 second improvement
in page load
=
7% improvement in
conversions / online
revenue
Small improvements lead to big gains
So...
Lasting First Impression
Happy Users
Better User Experience
Reduced Costs
Increased
Conversions
More Sales
Improved SEO
Co...
Sounds great, but where do I begin?
1. Measure 2. Analyse
3. Implement Test4. Test & Monitor
Similarities to a CRO framework
1. Make page
load speed a KPI
2. Google Analytics
to analyse
3. Setup tests based
off analysis
4. Test & Monitor
Similarit...
1. Ensure page load speed is a KPI
Page load speed is an
important, but often
forgotten, metric
Page load complements
key ...
2. Use Google Analytics to analyse
Gain lots of insight on page
loads quickly and easily
One of the most under
utilised su...
Results may be surprising…
This is worse than
I thought!
Poor usability
impacting SEO
lost revenue and
conversions!
I need more data
and insight!
… p...
Analyse data by:
site page
browser
desktop vs. mobile
location
Complete the usual checks
Speed Suggestions report in Analytics
Metrics from Google’s page speed insights tool
https://developers.google.com/speed/p...
Mobile vs. desktop
Traffic light scoring
Identifies high and
medium priority fixes
Shows how to fix
Help shape testing
Page load calculated from 1% of audience by default
_setSiteSpeedSampleRate(x)
Will increase sample (x=10 means 10% sample...
Case Study: Equine Superstore
High abandonment before server has even
responded!
1. KPIs and Benchmarking
https://developers.google.com/speed/pagespeed/insights/
Technical insights shared with development team
2. Use Google Page...
1.Server improvements
• Enhance server configs to reduce response time
• Increased focus on this area to continually optim...
4. Server response time has improved
Improvement in server response time = 2.65 seconds
4. Further benefit from Magento Varnish
Improvement in page load time = 6.12 seconds
How are the stats looking now?
Jan’14 May’14
Mobile Score 66 75 +14%
Desktop Score 68 78 +15%
Reduce overall page load to ...
Page load forms first impression of your online business
3 seconds is the magic number
Page load impacts UX, Conversions, ...
Neil Barnes -
Head of Insight & Traffic
Thank
You
Measurefest 2014 - Need for (page load) speed
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Measurefest 2014 - Need for (page load) speed

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Measurefest 2014 - Need for (page load) speed

  1. 1. Neil Barnes - Head of Insight & Traffic Need for (Page Load) Speed
  2. 2. Page load speed is your website’s mechanism for forming a first impression
  3. 3. 40% of users abandon a website that takes more than 3 seconds to load Sources: Missouri University of Science, Akamai.com 3 is the magic number! It takes nearly 3 seconds for a user to form their first impression
  4. 4. But it also goes beyond that vital first impression…
  5. 5. Speedy Sites = Better UX Better UX = Happy Users Happy Users = Higher traffic quality & quantity …because website users love fast sites! Speedy Sites = A healthier business!
  6. 6. It’s not only users that love fast websites…
  7. 7. Since 2010, page load speed has formed a factor in Google’s search ranking algorithm
  8. 8. 1 second improvement in page load = 7% improvement in conversions / online revenue Small improvements lead to big gains Sources: Akamai.com, gomez.com
  9. 9. Lasting First Impression Happy Users Better User Experience Reduced Costs Increased Conversions More Sales Improved SEO Conversion Rate Optimisation Fast loading sites provide… Page load influences many factors Quality traffic
  10. 10. Sounds great, but where do I begin?
  11. 11. 1. Measure 2. Analyse 3. Implement Test4. Test & Monitor Similarities to a CRO framework
  12. 12. 1. Make page load speed a KPI 2. Google Analytics to analyse 3. Setup tests based off analysis 4. Test & Monitor Similarities to a CRO framework
  13. 13. 1. Ensure page load speed is a KPI Page load speed is an important, but often forgotten, metric Page load complements key visits and conversions KPIs
  14. 14. 2. Use Google Analytics to analyse Gain lots of insight on page loads quickly and easily One of the most under utilised suite of reports in Google Analytics
  15. 15. Results may be surprising…
  16. 16. This is worse than I thought! Poor usability impacting SEO lost revenue and conversions! I need more data and insight! … panic may ensue, but help is at hand
  17. 17. Analyse data by: site page browser desktop vs. mobile location Complete the usual checks
  18. 18. Speed Suggestions report in Analytics Metrics from Google’s page speed insights tool https://developers.google.com/speed/pagespeed/insights/ But wait, there’s more!
  19. 19. Mobile vs. desktop Traffic light scoring Identifies high and medium priority fixes Shows how to fix Help shape testing
  20. 20. Page load calculated from 1% of audience by default _setSiteSpeedSampleRate(x) Will increase sample (x=10 means 10% sample) UA: ga(‘create’, {‘UA-XXXXXX-Y’, ‘domainname’, ‘siteSpeedSampleRate’: x}); Classic: _setSiteSpeedSampleRate(x) – called prior to _trackPageview() Note: sample limited to a max of 10,000 daily visitors Top tip – Get even more from your data
  21. 21. Case Study: Equine Superstore
  22. 22. High abandonment before server has even responded! 1. KPIs and Benchmarking
  23. 23. https://developers.google.com/speed/pagespeed/insights/ Technical insights shared with development team 2. Use Google Page Speed Insights Jan’14: Mobile Speed Score – 66/100 Desktop Speed Score – 68/100
  24. 24. 1.Server improvements • Enhance server configs to reduce response time • Increased focus on this area to continually optimise 2. Magento Varnish • Server extension that allows site use less resources • Speed up websites content delivery, reducing page load 3. Tests agreed Aim: Reduce overall page load time to 3-5 secs Aim: Reduce server response to <1 sec
  25. 25. 4. Server response time has improved Improvement in server response time = 2.65 seconds
  26. 26. 4. Further benefit from Magento Varnish Improvement in page load time = 6.12 seconds
  27. 27. How are the stats looking now? Jan’14 May’14 Mobile Score 66 75 +14% Desktop Score 68 78 +15% Reduce overall page load to 3-5 secs: Currently 4.4 secs Reduce server resp. time to <1 sec: Currently 1.01 secs Weekly Non-CPC revenues up £3,500 vs. year ago Annual revenue gain of £182,000
  28. 28. Page load forms first impression of your online business 3 seconds is the magic number Page load impacts UX, Conversions, Traffic and Profits Make page load a KPI alongside visits and conversions There’s lots of great insight at your fingertips Page speed insights tool great for identifying solutions In summary…
  29. 29. Neil Barnes - Head of Insight & Traffic Thank You

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