MeasureWorks - How performance can impact your conversion

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Your working hard to get more traffic to your website, but you don't see an significant improvement in conversion. From growing competition to customer getting more online savvy, nowadays it's harder to turn visitors into consumers. Insight into what actually happens in your sales funnel is becoming more and more important.

With concrete examples Jeroen Tjepkema, co-founder MeasureWorks, will show how much revenue the Dutch eRetail top 100 is giving away to their competitors if your website isn't optimized. Why do visitors click away, how to measure and what to improve? These topics and more will be adressed in this presentation at the Emerce Conversion Event on April 14.

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MeasureWorks - How performance can impact your conversion

  1. 1. @jeroentjepkema
  2. 2. How performance can impact your conversion... Conversion Event, 14 April 2011
  3. 3. The goal: Turn visitors into buyers
  4. 4. More conversion = More visitors
  5. 5. But if we look closer......
  6. 6. Why did customers drop off?‣Price‣Functional errors?‣Performance issues?
  7. 7. Why did customers drop off?‣Price‣Functional errors?‣Performance issues?
  8. 8. Why did customers drop off?‣Price‣Functional errors?‣Performance issues? What’s the business impact? ‣Lost customers? ‣Revenue risked? ‣In Euros?
  9. 9. Improve performance = Effective conversion?
  10. 10. Slow websites are bad for business
  11. 11. Keep the attention! - Engagement +
  12. 12. Keep the attention! - Engagement 1 sec +
  13. 13. Keep the attention! - Engagement 2 sec 1 sec +
  14. 14. Keep the attention! - 4 sec Engagement 2 sec 1 sec +
  15. 15. Keep the attention! - 10 sec 4 sec Engagement 2 sec 1 sec +
  16. 16. Actual vs. Perceived
  17. 17. Actual vs. Perceived Perceived load time + 15 % slower
  18. 18. Performance A/B test
  19. 19. Visitor Strangeloop Website Decide whether to optimize Normal Receive Accelerated content page Insert Process segment scripts Optimize? marker Send analytics UnacceleratedGoogle Analytics
  20. 20. Here’s what they discovered....
  21. 21. Traffic levels 9.000Total number of visits 6.750 4.500 8.505 2.250 4.740 0 Optimized Unoptimized
  22. 22. Average time on site 31Time on site (minutes) 23 16 30,17 23,83 8 0 Optimized Unoptimized
  23. 23. Conversion rate / order value 20Difference due to optimization 15 10 16,07 5 5,51 0 Conversion rate Order value
  24. 24. Performance by the numbers
  25. 25. 3 seconds
  26. 26. before60%of online consumers will click away 3 seconds
  27. 27. before60%of online consumers will click away 3 seconds 80% of them will NOT return
  28. 28. before60% of online consumers will click away 3 seconds Of these, 50% 80% of themwill tell others about their will NOT return negative experience
  29. 29. before60% of online consumers will click away Google SEO: 4 seconds 3 seconds Of these, 50% 80% of themwill tell others about their will NOT return negative experience
  30. 30. 60% of all mobile user expect websites to load as fast as in a regular browser
  31. 31. Impact on conversion?
  32. 32. 40Page Abandonment % Increase in 30 20 38% 33% 25% 10 7% 0 2 to 4 seconds 2 to 6 seconds 2 to 8 seconds 2 to 10 seconds Change in page load time Forrester research 2010
  33. 33. Every second delay can lead up to 7% revenue risked MeasureWorks Mobile Performance Meetup, 2011
  34. 34. Conversion Benchmark
  35. 35. Conversion Benchmark
  36. 36. Conversion Benchmark a.k.a How does performance impact the conversion of the Dutch eRetail 100, interms of site speed and revenue risked?
  37. 37. Ingredients
  38. 38. Test subjectsDutch eRetail Top100 = Twinkle 100 Twinkle 100: Top100 based on revenue
  39. 39. Test tool‣Measure Page Speed and Reliabilitywith real browsers (IE7 and Chrome8)‣Test homepage per eRetailer‣Test every 5 minutes from 5 locationsin Netherlands
  40. 40. Formula Reliability Revenue - ( Revenue * % Uptime) + ( Page load time - 3 ) * 0,5Page Load time Revenue * 100 Revenue Risked Formula page load time derived from: http://radar.oreilly.com/2009/06/bing-and-google-agree-slow-pag.html
  41. 41. Test results
  42. 42. UnavailablePage load time > 4 secondsPage load time < 4 seconds
  43. 43. Top 10 Best Converters Page Speed Reliability RevenueNr. eRetail company (sec) (%) Risked (€)1 iBood 0,5 99,4 187.4982 Alt Alternate 0,6 99,5 272.8723 Ticketservice 0,6 99,9 34.0624 Thuisbezorgd.nl 1,0 99,9 46.8745 Koopjeskampioen 1,1 100,0 06 AH 1,1 100,0 07 Nespresso 1,1 99,9 42.5548 Dexcom 1,2 98,6 1.283.3349 TNT Post 1,2 99,1 176.47110 Selexyz 1,3 99,9 31.874
  44. 44. Top 10 Best Converters Page Speed Reliability RevenueNr. eRetail company (sec) (%) Risked (€)1 iBood 0,5 99,4 187.4982 Alt Alternate 0,6 99,5 272.8723 Ticketservice 0,6 99,9 34.0624 Thuisbezorgd.nl 1,0 99,9 46.8745 Koopjeskampioen 1,1 100,0 06 AH 1,1 100,0 0 €  2.075.541  7 Nespresso 1,1 99,9 42.5548 Dexcom 1,2 98,6 1.283.3349 TNT Post 1,2 99,1 176.47110 Selexyz 1,3 99,9 31.874 € 2.075.541
  45. 45. Top 10 Worst Converters Page Speed Reliability RevenueNr. eRetail company (sec) (%) Risked (€)91 Airtrade 4,6 98,3 1.450.76492 D-Reizen 4,9 99,5 4.427.86093 ECI 5,0 98,4 2.956.46394 Impact Retail 5,0 99,8 2.932.26895 Apple 5,0 100,0 1.158.52896 Phonehouse 5,8 99,8 1.881.48697 Bakker Hillegom 7,0 96,6 1.137.61998 GSMweb 8,1 100,0 2.969.44299 Vacansoleil 8,5 100,0 8.752.619100 Readers Digest 11,7 98,8 2.976.880 € 30.643.929
  46. 46. Conclusions1 Average Page Speed is 2.7 seconds*2 1 out of every 10 pageviews is slower than 4 seconds3 Average reliability % is 99,4% Potential revenue risked per website due to4 slow web pages: € 225.000 * Measured directly from internet backbone, mileage will vary for customer connections
  47. 47. Where would you order?
  48. 48. Clothing
  49. 49. News
  50. 50. Travel
  51. 51. !"#$%&$()*+,-$%.%/0+"1+2"1"#3%()%456$"7$,%$!!"# ,!"# +!"# *!"# )!"# ./010230435# (!"# 6378#90:5;# <0;=#90:5;# !"# &!"# %!"# $!"# !"# $)-!&-$$# $*-!&-$$# $+-!&-$$# $,-!&-$$# %!-!&-$$# %$-!&-$$# %%-!&-$$# %&-!&-$$# %-!&-$$# %(-!&-$$# %)-!&-$$# %*-!&-$$# %+-!&-$$# %,-!&-$$# &!-!&-$$#
  52. 52. What’s killing performance?
  53. 53. It’s a multi browser world
  54. 54. !"#$%&( )*+$#*$+(,-.&#$#(
  55. 55. www.watchmouse.com2.66s 3.38s 3.51s 3.38s * Measured via http://loads.in
  56. 56. Lot’s of items per page
  57. 57. Average # request per page Twinkle 100: 118 Lot’s of items per page
  58. 58. Hema: 63Average # request per page Twinkle 100: Kleertjes.com: 118 125 Volkskrant: 225 US average: 75 Lot’s of items per page
  59. 59. Rich content Page size
  60. 60. Rich content Page size Average page size Twinkle 100: 890Kb
  61. 61. Rich content US average: Page size 485Kb Hema: 640Kb Average page size Twinkle 100: 890Kb Kleertjes.com: 1,8Mb
  62. 62. 3d Party providers
  63. 63. Average 3d Party content per page: 18% 3d Party providers
  64. 64. Average 3d Party content 3d Party content: per page: 30% of page load time 18% 3d Party providers
  65. 65. And of course....Infrastructure
  66. 66. Room for improvement!
  67. 67. Not optimized Optimized * Measured via webpagetest.org, optimized with strangeloop
  68. 68. These stats don’t apply to me?
  69. 69. Check your web analytics for # pageviews per1 browser type
  70. 70. Check your web analytics for # pageviews per1 browser type Use your analytics to find out # placed orders per2 browser type per connection speed
  71. 71. Check your web analytics for # pageviews per1 browser type Use your analytics to find out # placed orders per2 browser type per connection speed Test your site speed per browser via http://3 loads.in or webpagetest.org
  72. 72. Check your web analytics for # pageviews per1 browser type Use your analytics to find out # placed orders per2 browser type per connection speed Test your site speed per browser via http://3 loads.in or webpagetest.org Correlate # orders/pageviews per browser with4 site speed per browser Or go to: www.measureworks.nl/emerce ;-)
  73. 73. Thanks! More questions?M: jtjepkema@measureworks.nlT: @jeroentjepkemaW: www.measureworks.nl

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