MeasureWorks - Conversion Event - the Human Factor in Web Performance

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From page views, bounce rates and returned visits, behavior and social engagement. We're on an endless journey to understand customer behavior and adapt our websites to being persuasive and conversion ready….But there's a downside to all these improvements. We're turning our customers into prosumers with high expectations about performance and interaction. Adapting to these changes and delivering the right real user experience will become the challenge for the coming years.

Based on best practice examples, Jeroen Tjepkema, founder of the performance company MeasureWorks, will deliver insight into why expect things to be fast and how we engage with a website. From design, to performance and analytics, various aspects of user experience will be covered with concrete examples and guidelines.

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MeasureWorks - Conversion Event - the Human Factor in Web Performance

  1. 1. @jeroentjepkemaPerformance :: Analytics :: Engagement
  2. 2. How to catch a spoiled customer? the “Human Factor” in performance Emerce Conversion Event, 12 April 2012
  3. 3. So, performance matters....
  4. 4. Just a1-second delay
  5. 5. Just a 7%1-second loss in delay conversion
  6. 6. Just a 7% 11%1-second loss in fewer delay conversion page views
  7. 7. Just a 7% 11% 16% decrease1-second loss in fewer in customer delay conversion page views satisfaction
  8. 8. Performance impacts behavior
  9. 9. Less likely to visit site again 49% Visit competitor? 46% Brand impact? 28% Tell others? 21%Contact Customer Service? 16% Source: Compuware - Engaging the tablet user; What to expect from web sites?
  10. 10. Would you retry?0x 1x 2x 3x 4x6% 24% 46% 17% 7% Source: Compuware, Engaging the tablet user; What to expect from web sites?
  11. 11. Performance is a ‘virtue’
  12. 12. 5 4 3 2 10Desktop Tablet Mobile Source: Compuware: Engaging the tablet user; What to expect from web sites?
  13. 13. Performance is about you and me....
  14. 14. Your audience is like a digtal goldfish
  15. 15. Only 10 seconds of focus....
  16. 16. May I have your attention?
  17. 17. 100
  18. 18. 100,3 Instantaneous: I like it!0
  19. 19. 101 Interaction: Let’s conversate...0,3 Instantaneous: I like it!0
  20. 20. 103 Mmm, shall I click away?1 Interaction: Let’s conversate...0,3 Instantaneous: I like it!0
  21. 21. 10 Only if the task/content is relevant3 Mmm, shall I click away?1 Interaction: Let’s conversate...0,3 Instantaneous: I like it!0
  22. 22. 10 Only if the task/content is relevant3 Mmm, shall I click away?1 Do I want to conversate? Time to first click:0,3 We need interaction! Do I like it?0
  23. 23. How we perceive things....
  24. 24. Page Load time
  25. 25. Perceived as 15% slower Page Load time
  26. 26. Always compared to pastPerceived as experience 15% slower Page Load time
  27. 27. Always compared to pastPerceived as experience 15% slower Task Page Load completion time has positive impact
  28. 28. Always compared to pastPerceived as experience 15% slower Task Page Load completion time has positive impact Slow downs have more impact
  29. 29. Always compared to past Perceived as experience 15% slower Task Page Load completion time has positive impact Sensitive forspecific task per page Slow downs have more impact
  30. 30. Flow state
  31. 31. Flow state
  32. 32. “” Flow is an “optimal experience” that is“intrinsically enjoyable”
  33. 33. Example: Book a flightHomepage Select flight Enter details Payment
  34. 34. Example: Book a flightHomepage Select flight Enter details PaymentEnabling the flow state:
  35. 35. Example: Book a flight Homepage Select flight Enter details Payment Enabling the flow state: Immediate feedback:Fast interaction within 0,3-1sec. Avoid variability in page load time
  36. 36. Example: Book a flight Homepage Select flight Enter details Payment Enabling the flow state: Immediate feedback: Clear goals:Fast interaction within 0,3-1 Relevant content to support thesec. Avoid variability in page task of the funnel, simple and load time easy accessible
  37. 37. Get their attention!
  38. 38. Telegraaf: Above the fold...
  39. 39. Telegraaf: Full page, first view
  40. 40. Page size: 1825 Kb # requests: 273 Time to render: 3,08 sec. Document complete: 11,62 sec. Telegraaf: Full page, first viewSource: Webpagetest.org, IE9 5Mb/s up/ 2Mb/s down
  41. 41. Source: Webpagetest.org, IE9 5Mb/s up/ 2Mb/s down
  42. 42. Time to first click: 3,71 sec.Source: Webpagetest.org, IE9 5Mb/s up/ 2Mb/s down
  43. 43. Keep their attention!
  44. 44. Source: Strangeloopnetworks.com: Velocity Europe 2011
  45. 45. Source: Strangeloopnetworks.com: Velocity Europe 2011
  46. 46. Source: Strangeloopnetworks.com: Velocity Europe 2011
  47. 47. Slow is where it hurts....
  48. 48. 543210 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 Daily Average Min Max
  49. 49. 543210 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 Daily Average Min Max
  50. 50. 543210 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 Daily Average Min Max
  51. 51. Revenue risked543210 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 Daily Average Min Max
  52. 52. Recipe for success....
  53. 53. Reduce Weight
  54. 54. Vrijuit.nl
  55. 55. Page size: 1660 Kb # requests: 89 Time to render: 1,29 sec. Document complete: 3,68 sec.Not Optimized
  56. 56. Page size: Page size: 1660 Kb 498 Kb # requests: # requests: 89 48 Time to render: Time to render: 1,29 sec. 1,10 sec. Document complete: Document complete: 3,68 sec. 1,54 sec.Not Optimized Optimized
  57. 57. Page size: Page size: 1660 Kb 498 Kb # requests: # requests: 89 48 Time to render: Time to render: 1,29 sec. Time to first click: 1,10 sec. 1,10 sec. vs 1,90 sec. Document complete: Document complete: 3,68 sec. 1,54 sec.Not Optimized Optimized
  58. 58. Keep it simple
  59. 59. Mobile First
  60. 60. Desktop Tablet Mobile Phone User touchpoints
  61. 61. Desktop Tablet Pr ior itiz eB us ine Mobile ss Phone Go a ls User touchpoints
  62. 62. Desktop De liv Tablet er co Pr nte ior nt itiz ac eB co us rd ine ing Mobile ss ly Phone Go a ls User touchpoints
  63. 63. Measure Context
  64. 64. Context?
  65. 65. Is it fast?Context?
  66. 66. Is it fast? Did everything work OK?Context?
  67. 67. Did they like it? Is it fast? Did everything work OK?Context?
  68. 68. Accounting:Web Analytics = What did they do?
  69. 69. Accounting:Web Analytics = What did they do? Context:Performance = Could they do it?
  70. 70. Accounting:Web Analytics = What did they do? Context:Performance = Could they do it? Context:Satisfaction = What are they saying about me?
  71. 71. Mix & Match your data...
  72. 72. 0,00% 2,00% 4,00% 6,00% 8,00% 01 -1 1- 11 02 -1 1- 11 03 -1 1- 11 04 -1 1- 11 05 -1 1- 11 06 -1 1- 11 07 -1 1- 11 08 -1 1- 11 09 -1 1- 11 10 -1 1- 11 11 -1 1- 11 12 -1 1- 11 13 -1 1- 11 14 -1 1- 11 15 -1 1- 11 16 -1Conversion rate 1- 11 17 -1 1- 11 18 -1 1- 11Availability 19 -1 1- 11 20 -1 1- 11 21 -1 1- 11 Conversion rate vs. Availability 22 -1 1- 11 23 -1 1- 11 24 -1 1- 11 25 -1 1- 11 26 -1 1- 11 27 -1 1- 11 28 -1 1- 11 29 -1 1- 11 30 -1 1- 11 90,0% 92,0% 94,0% 96,0% 98,0% 100,0%
  73. 73. 0,00% 2,00% 4,00% 6,00% 8,00% 0,00% 0,50% 1,00% 1,50% 01 01 -0 -1 1- 1- 12 11 02 02 -0 -1 1- 1- 12 11 03 03 -0 -1 1- 1- 12 11 04 04 -0 -1 1- 1- 12 11 05 05 -0 -1 1- 1- 12 11 06 -0 06 1- -1 12 1- 11 07 -0 07 1- -1 12 1- 11 08 -0 08 1- -1 12 1- 11 09 -0 09 1- -1 12 1- 11 10 -0 10 1- -1 12 1- 11 11 - 01 11 -1 -1 2 1- 11 12 -0 12 1- -1 12 1- 11 13 -0 13 1- -1 12 1- 11 14 -0 14 1- -1 12 1- 11 15 -0 15 1- 12 -1 1- 11 16Conversion rate -0 16 1- -1 Conversion rate 12 1- 11 17 -0 1- 17 12 -1 1- 11 18 -0 1- 18 12 -1 1- 11 19 -0 Availability 1- 19 12 -1loadtime (in sec) 1- 11 20 -0 1- 20 12 -1 1- 11 21 -0 1- 21 12 -1 1- 11 22 Conversion rate vs. Availability -0 Conversion rate vs. Performance 1- 22 12 -1 1- 11 23 -0 1- 23 12 -1 1- 11 24 -0 1- 24 12 -1 1- 25 11 -0 1- 12 25 -1 1- 26 11 -0 1- 12 26 -1 1- 27 11 -0 1- 12 27 -1 1- 28 11 -0 1- 12 28 -1 1- 29 11 -0 1- 12 29 -1 1- 30 11 -0 1- 12 30 -1 1- 31 11 -0 1- 12 90,0% 92,0% 94,0% 96,0% 98,0% 0,0 1,0 2,0 3,0 4,0 5,0 6,0 100,0%
  74. 74. 0,00% 2,00% 4,00% 6,00% 8,00% 0,00% 0,50% 1,00% 1,50% 0 200.000 400.000 600.000 800.000 1.000.000 1.200.000 1.400.000 01 01 01 -0 -1 -0 1- 1- 6- 12 11 11 02 02 02 -0 -1 -0 1- 1- 6- 12 11 11 03 03 03 -0 -1 1- 1- -0 12 11 6- 11 04 04 -0 -1 04 1- 1- -0 12 11 6- 11 05 05 -0 -1 05 1- 1- -0 12 11 6- 11 06 -0 06 06 1- -1 12 1- -0 11 6- 11 07 -0 07 1- -1 07 12 1- -0 11 6- 11 08 -0 08 1- -1 08 12 1- -0 11 6- 11 09 -0 09 1- -1 09 12 1- -0 11 6- 11 10 -0 10 1- -1 10 12 1- -0 11 6- 11 11 - 01 11 -1 -1 11 2 1- 11 - 06 -1 12 1 -0 12 1- -1 12 1- 12 11 -0 6- 13 11 -0 1- 13 12 -1 1- 13 11 -0 6- 14 11 -0 14 1- -1 12 1- 14 11 -0 15 6- 11 -0 15 1- 12 -1 1-Pageviews 15 11 -0 16 Conversion rate 6- -0 11 1- 16 -1 Conversion rate 12 1- 16 11 -0 17 6- -0 11 1- 17 12 -1 1- 17 11 -0 18 6- 11 -0 1- 18 12 -1 1- 18 11 -0 19 -0 Availability 6-loadtime (in sec.) 11 1- 19 12 -1 loadtime (in sec) 1- 19 11 -0 20 6- -0 11 1- 20 12 -1 1- 20 11 -0 21 6- -0 1- 21 Pageviews vs. Performance 11 12 -1 1- 11 21 22 Conversion rate vs. Availability -0 -0 6- Conversion rate vs. Performance 1- 22 11 12 -1 1- 11 22 23 -0 -0 6- 1- 23 11 12 -1 1- 11 23 24 -0 -0 6- 1- 24 11 12 -1 1- 25 11 24 -0 -0 1- 6- 12 25 11 -1 1- 26 11 25 -0 -0 1- 6- 12 26 11 -1 1- 27 11 26 -0 -0 1- 6- 12 27 11 -1 1- 28 11 27 -0 -0 1- 6- 12 28 11 -1 1- 29 11 28 -0 -0 1- 6- 12 29 11 -1 1- 30 11 29 -0 1- -0 12 30 6- 11 -1 1- 31 11 -0 30 1- -0 12 6- 11 90,0% 92,0% 94,0% 96,0% 98,0% 0,0 1,0 2,0 3,0 4,0 5,0 6,0 100,0% 0 1 2 3 4 5
  75. 75. Would you recommend me?
  76. 76. Performance vs. Sentiment
  77. 77. ?
  78. 78. Are we causing any ?slowdowns on our websites
  79. 79. Questions?
  80. 80. Recommended...
  81. 81. Luke Wroblewski: www.lukew.com WPO Hub: http://www.strangeloopnetworks.com/web-performance-optimization-hub Flow State:http://www.websiteoptimization.com/speed/2/2opt.pdf Or visit http://bit.ly/HrKySH to test your website
  82. 82. Thanks! More questions?M: jtjepkema@measureworks.nlT: @jeroentjepkemaW: www.measureworks.nl

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