De snelheid van het online kanaal heeft een grote impact op het behalen van omzet- en conversiedoelstellingen. Slechts één seconde verschil in de responsetijd van uw website kan het verschil maken tussen een loyale klant of een klant die wegklikt naar de concurrent en niet snel meer terugkomt. Recent onderzoek van ondermeer Forrester, Gartner en Aberdeen Group toont deze relatie tussen website performance, klantervaring en uiteindelijk omzet onomstotelijk aan. De conclusies: goede website performance verhoogt omzet en conversie niet alleen op korte termijn, maar juist ook op de langere termijn door een verhoogde merkloyaliteit en een sterk verbeterd imago

2. How
web speed
affects
conversion "
April
20th,
Emerce
Conversion

4. Internet is getting complex……"

5. Everythingʼs tied together
"

6. The End-User:
Everywhere!
!

7. Technology:
Enterprise/Virtualization/Cloud!

8. Customer Experience
differs per browsers"

9. Weʼre getting mobile"

10. The end-user is in control
"

12. Back to the fundamentals:
Quality of Service"

13. Speed matters!
"

17. Shopzilla had another angle"
Big, High-traffic site" 16 Month re-engineering"
 100M impressions a day"  Page load from 6 seconds to 1.2"
 8000 searches a second"  Uptime from 99.65% to 99.97%"
 20-29M unique visitors a month"  10% of previous hardware
 100M products" needs"

18. 12% increase in revenue,"
25% increase in page views for"
every 5 seconds of gain"

20. As of April 9th 2010:!
Site speed co-determines "
Google page ranking!"

22. Speed is crucial

23. Average Impact of 1 second delay in
response time for web users"
Source: Aberdeen Group, 2009
23

25. Letʼs take a look at some Dutch websites"
tested with

26. Page load time eTravel sites (9-15 April)"

27. Page load time eFinance sites (9-15 April)"

28. A closer look; Speed per browser"

29. Time to speed up!"

30. Shopzilla"

31. Google Pagerank"

32. Size and Number of Objects"
Growth
of
average
webpage
size
and
number
of
objects
75.25
Average Page Size (K)
Average Number of Objects 70
Average Number of Objects
60
Total Bytes (K)
49.92 50
40
25.7 30
20
2.3
10
0

33. Evolving Customer Expectations"
8 seconds
4 seconds
2 or less
?
Response Time
33

34. Global User Base
"
34

35. Types of Sites"
Transactional" SaaS"
Buy something" Use an app"
(Amazon)" (Salesforce)"
Media" Collaborative"
Click an ad" Create content"
(Google News)" (Wikipedia)"
35

36. Key Metrics"
A$en'on
Engagement
Conversion
NEW
VISITORS
GROWTH
CONVERSION
SEARCHES RATE
NUMBER PAGES TIME
TWEETS
MENTIONS
OF
VISITS
PER
VISIT
ON
SITE
x
ADS SEEN ORDER
LOSS
VALUE
BOUNCE
RATE
36

37. A/B Performance testing"

38. Objective: Influence visitor engagement"
-
10
sec
Visitor engagement
1
sec
100
ms
10
ms
+

39. Strangeloop AS1000"
Development
approach IT
/
Network
approach
+ Tried and true Strangeloop
AS1000
optimization techniques Strangeloop
AS1000
+ Offload tasks to network
+ Leverage software / + Predictable,
platform features Optimize applications
automatically, in real time, measurable ROI
- Hand tune components, - No knowledge of
pages, code for with a network device application
performance
- No knowledge of user
- Demands rare and costly
development resources
39

40. A/B Performance Test Setup"
Visitor Strangeloop Website
Decide whether
to optimize
Normal
Receive Accelerated
content
page
Insert
Process segment
scripts Optimize?
marker
Send
analytics Unaccelerated
Google Analytics

41. Technical Problem Outlined - Before"
HTML (BackEnd)
63 Round Trips (Front End)
1.975sec 9.537sec
769KB 41

42. Strangeloop Solution - After
"
Before" After"
 Round trips: 63"  Round trips: 8"
 Start Render: 1.975 Sec"  Start Render: 1.198 Sec"
 Load Time: 9.537 Sec"  Load Time: 3.69 Sec"
 Payload : 769 KB"  Payload: 456 KB"
42"

43. So hereʼs what we discovered…"

44. Traffic Levels"
18"
9000
8.505"
16"
14"
6750
12"
Total number of visits"
4.740"
10"
4500
8"
6"
2250
4"
2"
00"
Optimized" Unoptimized"

45. Bounce rate"
14,60%"
14,40%" 14,35%"
Bounce rate"
14,20%"
14,00%"
13,80%"
13,60%"
13,38%"
13,40%"
13,20%"
13,00%"
12,80%"
Optimized" Unoptimized"
45

46. % New Visitors"
16,00%"
14,00%" 13,61%"
Percent new visits"
12,00%" 10,85%"
10,00%"
8,00%"
6,00%"
4,00%"
2,00%"
0,00%"
Optimized" Unoptimized"
46

47. Average Time on Site"
00:36:00"
00:30:10"
Time (seconds)"
00:28:48"
00:23:50"
00:21:36"
00:14:24"
00:07:12"
00:00:00"
Optimized" Unoptimized"
47

48. Pages per Visit
"
18"
15,64"
16"
14"
12" 11,04"
Pages"
10"
8"
6"
4"
2"
0"
Optimized" Unoptimized"
48

49. Conversion rate and order value"
20,00%"
16,07%"
Change in shopping cart metric"
15,00%"
10,00%"
5,51%"
5,00%"
0,00%"
Conversion rate" Order value"
-5,00%"
-10,00%"
-15,00%"
-20,00%"
49