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Speed: The 'Forgotten' Conversion Factor

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Speed is a critical factor when it comes to converting browsers into buyers but it's often forgotten and other factors prioritised instead. Using real data from UK retailers this talk explores the relationship between speed and conversion

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Speed: The 'Forgotten' Conversion Factor

  1. 1. Speed: The ‘Forgotten’ Conversion Factor @AndyDavies NCC Group May 2017 https://www.flickr.com/photos/josepina/286052072/
  2. 2. How we commonly think of conversions… https://www.flickr.com/photos/z0/19814021505
  3. 3. But in reality ‘conversions’ come in many forms https://www.flickr.com/photos/lb1gb/2579266652
  4. 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. 5. Many things affect conversion https://www.flickr.com/photos/nelc/1208393486
  6. 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. 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. 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. 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. 10. So how does Speed affect Conversion?
  11. 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. 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. 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. 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. 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. 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. 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. 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. 19. ‘OK, I’m convinced but…’
  20. 20. How do I convince everyone else? https://www.flickr.com/photos/text100/8265351472
  21. 21. Case studies are a great place to start https://wpostats.com
  22. 22. But there’s nothing better than having something made to measure https://www.flickr.com/photos/fronx/2862975043
  23. 23. Interlude
  24. 24. https://www.youtube.com/watch?v=aHSUp7msCIE Vs iPhone 6 on WiFi
  25. 25. https://www.youtube.com/watch?v=aHSUp7msCIE Vs iPhone 6 on WiFi
  26. 26. https://www.youtube.com/watch?v=aHSUp7msCIE Vs iPhone 6 on WiFi
  27. 27. https://www.youtube.com/watch?v=aHSUp7msCIE Vs iPhone 6 on WiFi
  28. 28. Wait… they changed all four wheels? https://www.flickr.com/photos/cellardoorfilms/7620375702
  29. 29. Response Time in Man-computer Conversational Transactions Robert B. Miller, 1968 Instant Seamless Yawn! 100ms 1s 10s
  30. 30. So yes, our attention span is shorted than a goldfish https://www.flickr.com/photos/watts_photos/23124797946
  31. 31. Working? Useful? Usable? What are we thinking when a page is loading?
  32. 32. Focus on reducing Time to Useful and Useable… Becoming useful Becoming usable What’s happening here?
  33. 33. Small changes… can make a big difference! https://www.flickr.com/photos/genevieve719/10110046076
  34. 34. Optimise your fonts http://www.flickr.com/photos/splorp/4951916342
  35. 35. Tame your Third-Parties
  36. 36. Manage images effectively https://www.flickr.com/photos/orkomedix/5026054826
  37. 37. Use the Platform
  38. 38. Test on realistic devices
  39. 39. Understand the critical path https://www.flickr.com/photos/dno1967b/8347363864
  40. 40. How much is 150ms improvement worth? (was 300ms on Android)
  41. 41. https://www.flickr.com/photos/basheertome/4762529213
  42. 42. http://www.flickr.com/photos/auntiep/5024494612 @AndyDavies andy.davies@nccgroup.trust http://slideshare.net/andydavies

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