1. Speed: The ‘Forgotten’ Conversion Factor
@AndyDavies NCC Group May 2017
https://www.flickr.com/photos/josepina/286052072/

2. How we commonly think of conversions…
https://www.flickr.com/photos/z0/19814021505

3. But in reality ‘conversions’ come in many forms
https://www.flickr.com/photos/lb1gb/2579266652

4. It’s not just about getting visitors to buy things!
- sign ups / subscriptions
- completing tasks
- clicking on adverts
- sharing things
- finding a store / restaurant

5. Many things affect conversion
https://www.flickr.com/photos/nelc/1208393486

6. Conversion varies by Landing Page
1
2
3
4
5
6
7
8
9
10
Bounce & Conversion Rate
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Conversion Rate
Bounce Rate

7. And by device too…
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

8. ConversionRate
0%
5%
10%
15%
20%
Screen Area (‘000 Pixels)
0 1,000 2,000 3,000 4,000
Desktop
Mobile
Tablet
And maybe even by screen size?

9. ConversionRate
0%
5%
10%
15%
20%
Screen Area (‘000 Pixels)
0 1,000 2,000 3,000 4,000
Desktop
Mobile
Tablet
But revenue can be heavily skewed

10. So how does Speed affect Conversion?

11. Impressions
0
10,000
20,000
30,000
40,000
50,000
60,000
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
Desktop
Mobile
Tablet
Different visitors have different experiences…

12. Impressions
0
10,000
20,000
30,000
40,000
50,000
60,000
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
Desktop
Mobile
Tablet
50%50%
And many of them are having slow ones

13. 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
It affects Conversion and Bounce Rates

14. 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
It affects Conversion and Bounce Rates
Conversion Rate
drops by 1% over
3 seconds

15. 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
Desktop
Mobile
Tablet
Of course Bounce Rate varies by device type

16. ConversionRates
0%
2%
4%
6%
8%
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
Desktop
Mobile
Tablet
As does Conversion Rate too

17. 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
Every site has a different Bounce Rate profile

18. 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
And yup… Conversion Rate curves vary between sites too
Lower end of range
can be very noisy

19. ‘OK, I’m convinced but…’

20. How do I convince everyone else?
https://www.flickr.com/photos/text100/8265351472

21. Case studies are a great place to start
https://wpostats.com

22. But there’s nothing better than having something made to measure
https://www.flickr.com/photos/fronx/2862975043

23. Interlude

24. https://www.youtube.com/watch?v=aHSUp7msCIE
Vs
iPhone 6
on WiFi

25. https://www.youtube.com/watch?v=aHSUp7msCIE
Vs
iPhone 6
on WiFi

26. https://www.youtube.com/watch?v=aHSUp7msCIE
Vs
iPhone 6
on WiFi

27. https://www.youtube.com/watch?v=aHSUp7msCIE
Vs
iPhone 6
on WiFi

28. Wait… they changed all four wheels?
https://www.flickr.com/photos/cellardoorfilms/7620375702

29. Response Time in Man-computer Conversational Transactions
Robert B. Miller, 1968
Instant
Seamless
Yawn!
100ms 1s 10s

30. So yes, our attention span is shorted than a goldfish
https://www.flickr.com/photos/watts_photos/23124797946

31. Working? Useful? Usable?
What are we thinking when a page is loading?

32. Focus on reducing Time to Useful and Useable…
Becoming useful
Becoming usable
What’s happening here?

33. Small changes… can make a big difference!
https://www.flickr.com/photos/genevieve719/10110046076

38. Optimise your fonts
http://www.flickr.com/photos/splorp/4951916342

39. Tame your Third-Parties

40. Manage images effectively
https://www.flickr.com/photos/orkomedix/5026054826

41. Use the Platform

42. Test on realistic devices

43. Understand the critical path
https://www.flickr.com/photos/dno1967b/8347363864

44. How much is 150ms improvement worth?
(was 300ms on Android)

45. https://www.flickr.com/photos/basheertome/4762529213

46. http://www.flickr.com/photos/auntiep/5024494612
@AndyDavies
andy.davies@nccgroup.trust
http://slideshare.net/andydavies