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Selling Performance
@AndyDavies · NCC Group · May 2017
https://www.flickr.com/photos/chrisjohnbeckett/10446312055
Performance often isn’t at the top of people’s concerns
• ~~~~~~~~~~~~~~~~~~~~~
• ~~~~~~~~~~~~~~~~~~~~~
• ~~~~~~~~~~~~~~~~...
So what do they care about?
Conversions?
https://www.flickr.com/photos/z0/19814021505
But it’s not just about getting visitors to buy things!
- sign ups / subscriptions
- completing tasks
- interaction with a...
Science explains visitor behaviour
Response Time in Man-computer Conversational Transactions
Robert B. Miller, 1968
Instant
Seamless
Yawn!
100ms 1s 10s
How w...
Response Time in Man-computer Conversational Transactions
Robert B. Miller, 1968
Instant
Seamless
Yawn!
100ms 1s 10s
Media...
So yes, our attention span is shorter than a goldfish
https://www.flickr.com/photos/watts_photos/23124797946
https://www.flickr.com/photos/ericparker/5416356195
“Badly performing web sites make us concentrate harder”
Foviance
https://www.flickr.com/photos/dhollister/2596483147
“Stress levels comparable to watching a horror movie”
Ericsson Mobilit...
Challenge assumptions
Most people don’t have an iPhone
% sales by OS, three months to April ’17 - http://uk.kantar.com/tech/mobile/
0
10
20
30
4...
Everyone has fast broadband… right?
Average UK connection speed is 16.9Mbps!
Akamai State of the Internet Q1 2017
92% above 4Mbps
60% above 10Mbps
42% above 1...
Which will load faster?
www.bbc.co.uk/news
10Mbps1Mbps
Which will load faster?
www.bbc.co.uk/news
10Mbps1Mbps
Which will load faster?
www.bbc.co.uk/news
10Mbps1Mbps
Which will load faster?
www.bbc.co.uk/news
10Mbps1Mbps
https://www.flickr.com/photos/joebenjamin/5009411920
Which will load faster?
www.bbc.co.uk/news
10Mbps1Mbps / 28ms / 280ms
Case studies demonstrate what’s possible
Wallmart demonstrated speed affects conversion in 2012
Walmart 2012
Cook reduced load times by 1 sec saw 7% increase in conversions
https://www.nccgroup.trust/uk/about-us/newsroom-and-events...
http://engineroom.ft.com/2016/04/04/a-faster-ft-com/
FT saw lower engagement when they made the site slower
Case studies are a great place to start
https://wpostats.com
“Case studies don’t represent our
demographic, our audience, our
products, our proposition…”
Has some truth
BounceRate
0%
25%
50%
75%
100%
Page Load Time (s)
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 2...
ConversionRate
0%
2.5%
5%
7.5%
10%
Page Load Time (s)
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 ...
So what about real visitor experiences?
We’re used to the idea that conversion rate varies by device
iPhone 6/7
iPhone 5/5s
iPad
iPhone 6/7 Plus
Galaxy S6
Galaxy ...
But existing analytics tools are weak when it comes to speed data
But existing analytics tools are weak when it comes to speed data
Sample contains
< 4% of
impressions
They’re no substitute for measuring your own visitor’s experience
Performance Analytics aka Real User Monitoring
To understand how performance affects visitor behaviour
ConversionRate
0%
1%
2%
3%
4%
5%
6%
BounceRate
0%
20%
40%
60%
80%
100%
Page Load Time (s)
0 1 2 3 4 5 6 7 8 9 10 11 12 13 ...
Conversion Rate
drops 1% over 3
seconds
ConversionRate
0%
1%
2%
3%
4%
5%
6%
BounceRate
0%
20%
40%
60%
80%
100%
Page Load T...
And modelling the benefits improved performance delivers
Only NCC Group, Soasta and Blue Triangle’s Real User Monitoring p...
Real User Monitoring is a strong driver of
performance improvement
Other complementary approaches too
Filmstrips (and videos) are hugely powerful
https://webpagetest.org
http://heatmap.webperf.tools
Can be sumarised into heat maps
Waterfalls require explanation
(I tend to avoid them with non-technical audiences)
http://requestmap.webperf.tools
But enable fascinating insights
Block third-parties understand how they affect performance
Produce comparison videos / filmstrips to show others
Can also compare against competitors
Can also compare against competitors
Videos prolong the painful moment
Or for fun…
…compare against an F1 pit crew
https://www.youtube.com/watch?v=aHSUp7msCIE
Vs
iPhone 6
on WiFi
https://www.youtube.com/watch?v=aHSUp7msCIE
Vs
iPhone 6
on WiFi
https://www.youtube.com/watch?v=aHSUp7msCIE
Vs
iPhone 6
on WiFi
https://www.youtube.com/watch?v=aHSUp7msCIE
Vs
iPhone 6
on WiFi
Wait… they changed all four wheels?
https://www.flickr.com/photos/cellardoorfilms/7620375702
So where next?
Establish which metrics people care about
Experiment
- Change the performance of a page
- Measure how metrics change
(Same principles as AB / MV testing)
Can build ...
Measure Visitors Experience
- Use the data to predict how improvements will
change the metrics
- Improve performance
- Ver...
Even ‘small’ performance improvements
can have a significant impact
How much was 150ms improvement worth?
(was 300ms on Android)
Share your wins!
https://www.flickr.com/photos/borkazoid/221185817
http://www.flickr.com/photos/auntiep/5024494612
@AndyDavies
andy.davies@nccgroup.trust
http://slideshare.net/andydavies
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Selling Performance - Bristol WebPerf Meetup 2017-07-20

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Slides from my talk at Bristol WebPerf Meetup 2017-07-20 where I talked about some of the approaches I use to persuade people that they should invest in making their sites faster

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Selling Performance - Bristol WebPerf Meetup 2017-07-20

  1. 1. Selling Performance @AndyDavies · NCC Group · May 2017 https://www.flickr.com/photos/chrisjohnbeckett/10446312055
  2. 2. Performance often isn’t at the top of people’s concerns • ~~~~~~~~~~~~~~~~~~~~~ • ~~~~~~~~~~~~~~~~~~~~~ • ~~~~~~~~~~~~~~~~~~~~~ • ~~~~~~~~~~~~~~~~~~~~~ • ~~~~~~~~~~~~~~~~~~~~~ • Security • Performance • Accessibility ☹
  3. 3. So what do they care about?
  4. 4. Conversions? https://www.flickr.com/photos/z0/19814021505
  5. 5. But it’s not just about getting visitors to buy things! - sign ups / subscriptions - completing tasks - interaction with adverts - sharing things - finding a store / restaurant - reducing costs - hosting / acquisition
  6. 6. Science explains visitor behaviour
  7. 7. Response Time in Man-computer Conversational Transactions Robert B. Miller, 1968 Instant Seamless Yawn! 100ms 1s 10s How we perceive response times
  8. 8. Response Time in Man-computer Conversational Transactions Robert B. Miller, 1968 Instant Seamless Yawn! 100ms 1s 10s Median start render time for 600+ UK retailers = 1.68s How we perceive response times
  9. 9. So yes, our attention span is shorter than a goldfish https://www.flickr.com/photos/watts_photos/23124797946
  10. 10. https://www.flickr.com/photos/ericparker/5416356195 “Badly performing web sites make us concentrate harder” Foviance
  11. 11. https://www.flickr.com/photos/dhollister/2596483147 “Stress levels comparable to watching a horror movie” Ericsson Mobility Report 2016
  12. 12. Challenge assumptions
  13. 13. Most people don’t have an iPhone % sales by OS, three months to April ’17 - http://uk.kantar.com/tech/mobile/ 0 10 20 30 40 50 60 70 Android iOS Windows Other
  14. 14. Everyone has fast broadband… right?
  15. 15. Average UK connection speed is 16.9Mbps! Akamai State of the Internet Q1 2017 92% above 4Mbps 60% above 10Mbps 42% above 15Mbps
  16. 16. Which will load faster? www.bbc.co.uk/news 10Mbps1Mbps
  17. 17. Which will load faster? www.bbc.co.uk/news 10Mbps1Mbps
  18. 18. Which will load faster? www.bbc.co.uk/news 10Mbps1Mbps
  19. 19. Which will load faster? www.bbc.co.uk/news 10Mbps1Mbps
  20. 20. https://www.flickr.com/photos/joebenjamin/5009411920
  21. 21. Which will load faster? www.bbc.co.uk/news 10Mbps1Mbps / 28ms / 280ms
  22. 22. Case studies demonstrate what’s possible
  23. 23. Wallmart demonstrated speed affects conversion in 2012 Walmart 2012
  24. 24. Cook reduced load times by 1 sec saw 7% increase in conversions https://www.nccgroup.trust/uk/about-us/newsroom-and-events/blogs/2017/march/how-we-predicted-an-increase-in-conversions-from-a-decrease-in-load-times
  25. 25. http://engineroom.ft.com/2016/04/04/a-faster-ft-com/ FT saw lower engagement when they made the site slower
  26. 26. Case studies are a great place to start https://wpostats.com
  27. 27. “Case studies don’t represent our demographic, our audience, our products, our proposition…” Has some truth
  28. 28. BounceRate 0% 25% 50% 75% 100% Page Load Time (s) 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Site 1 Site 2 Site 3 Bounce rates across three retailers
  29. 29. ConversionRate 0% 2.5% 5% 7.5% 10% Page Load Time (s) 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Site 1 Site 3 Site 4 Conversion rates vary between sites too Noisy as few data points at end of range
  30. 30. So what about real visitor experiences?
  31. 31. We’re used to the idea that conversion rate varies by device iPhone 6/7 iPhone 5/5s iPad iPhone 6/7 Plus Galaxy S6 Galaxy S7 Edge Galaxy S7 Galaxy S6 Edge Galaxy S5 Galaxy A3 Conversion / Bounce Rate 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Conversion Rate Bounce Rate
  32. 32. But existing analytics tools are weak when it comes to speed data
  33. 33. But existing analytics tools are weak when it comes to speed data Sample contains < 4% of impressions
  34. 34. They’re no substitute for measuring your own visitor’s experience Performance Analytics aka Real User Monitoring
  35. 35. To understand how performance affects visitor behaviour
  36. 36. ConversionRate 0% 1% 2% 3% 4% 5% 6% BounceRate 0% 20% 40% 60% 80% 100% Page Load Time (s) 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Bounce Rate Conversion Rate The impact on key business metrics
  37. 37. Conversion Rate drops 1% over 3 seconds ConversionRate 0% 1% 2% 3% 4% 5% 6% BounceRate 0% 20% 40% 60% 80% 100% Page Load Time (s) 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Bounce Rate Conversion Rate The impact on key business metrics
  38. 38. And modelling the benefits improved performance delivers Only NCC Group, Soasta and Blue Triangle’s Real User Monitoring products do this
  39. 39. Real User Monitoring is a strong driver of performance improvement
  40. 40. Other complementary approaches too
  41. 41. Filmstrips (and videos) are hugely powerful https://webpagetest.org
  42. 42. http://heatmap.webperf.tools Can be sumarised into heat maps
  43. 43. Waterfalls require explanation (I tend to avoid them with non-technical audiences)
  44. 44. http://requestmap.webperf.tools But enable fascinating insights
  45. 45. Block third-parties understand how they affect performance Produce comparison videos / filmstrips to show others
  46. 46. Can also compare against competitors
  47. 47. Can also compare against competitors
  48. 48. Videos prolong the painful moment
  49. 49. Or for fun… …compare against an F1 pit crew
  50. 50. https://www.youtube.com/watch?v=aHSUp7msCIE Vs iPhone 6 on WiFi
  51. 51. https://www.youtube.com/watch?v=aHSUp7msCIE Vs iPhone 6 on WiFi
  52. 52. https://www.youtube.com/watch?v=aHSUp7msCIE Vs iPhone 6 on WiFi
  53. 53. https://www.youtube.com/watch?v=aHSUp7msCIE Vs iPhone 6 on WiFi
  54. 54. Wait… they changed all four wheels? https://www.flickr.com/photos/cellardoorfilms/7620375702
  55. 55. So where next?
  56. 56. Establish which metrics people care about
  57. 57. Experiment - Change the performance of a page - Measure how metrics change (Same principles as AB / MV testing) Can build negative experiments too e.g make pages bigger
  58. 58. Measure Visitors Experience - Use the data to predict how improvements will change the metrics - Improve performance - Verify the result
  59. 59. Even ‘small’ performance improvements can have a significant impact
  60. 60. How much was 150ms improvement worth? (was 300ms on Android)
  61. 61. Share your wins! https://www.flickr.com/photos/borkazoid/221185817
  62. 62. http://www.flickr.com/photos/auntiep/5024494612 @AndyDavies andy.davies@nccgroup.trust http://slideshare.net/andydavies

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