MeasureWorks - Emerce eTravel 2012 - Engage with your visitors through Net Performance Score (final)

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A faster website equals more revenue and happier customers. But what makes a website 'feel' fast to your end users... We've asked 100 average users 1 simple question: "Which travel site would you recommend to friends and family in terms of performance?" This presentation covers a validation of the surveyed people's Net Performance Score with a focus on how people experience performance.

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MeasureWorks - Emerce eTravel 2012 - Engage with your visitors through Net Performance Score (final)

  1. 1. @jeroentjepkemaPerformance :: Actionable Insights :: Engagement
  2. 2. Do you need a fast break?Engage with your travelers through Net Performance Score Emerce eTravel, 7 June 2012
  3. 3. Performance is not a Feature...
  4. 4. Just a1-second delay @jeroentjepkema, MeasureWorks
  5. 5. Just a 7%1-second loss in delay conversion @jeroentjepkema, MeasureWorks
  6. 6. Just a 7% 11%1-second loss in fewer delay conversion page views @jeroentjepkema, MeasureWorks
  7. 7. Just a 7% 11%1-second loss in fewer 16% decrease in customer delay conversion page views satisfaction @jeroentjepkema, MeasureWorks
  8. 8. Just a 7% 11%1-second loss in fewer 16% decrease in customer delay conversion page views satisfaction @jeroentjepkema, MeasureWorks
  9. 9. 49% less likely to visit again 7% Just 11% a 16% decrease1-second loss in fewer in customer conversion delay views page satisfaction @jeroentjepkema, MeasureWorks
  10. 10. 49% less likely to visit again 7% Just 11% a 16% decrease1-second loss in fewer 46% visits competition in customer conversion delay views page satisfaction @jeroentjepkema, MeasureWorks
  11. 11. 49% less likely to visit again 7% Just 11% a 16% decrease1-second loss in fewer 46% visits competition in customer conversion delay views page satisfaction 21% decides to tell others @jeroentjepkema, MeasureWorks
  12. 12. Social buttons
  13. 13. Social Mentions = Performance KPI @jeroentjepkema, MeasureWorks
  14. 14. About 5% of social mentions for onlinetravel are about bad performanceIn cooperation with: @jeroentjepkema, MeasureWorks
  15. 15. About 5% of social mentions for onlinetravel are about bad performance (To put it in perspective: Only 16% of your visitors complain directly to you)In cooperation with: @jeroentjepkema, MeasureWorks
  16. 16. Emerce:Can you do a performance review? @jeroentjepkema, MeasureWorks
  17. 17. Time for an experiment... ;-) @jeroentjepkema, MeasureWorks
  18. 18. 1. Select 5 companies from Twinkle Travel30+ @jeroentjepkema, MeasureWorks
  19. 19. 1. Select 5 companies from Twinkle Travel30+2. Survey 100 people: “Which website will you recommend in terms of performance” @jeroentjepkema, MeasureWorks
  20. 20. 1. Select 5 companies from Twinkle Travel30+2. Survey 100 people: “Which website will you recommend in terms of performance” 3. Perform Web Performance scan: Can we validate survey results? @jeroentjepkema, MeasureWorks
  21. 21. Net Performance Score @jeroentjepkema, MeasureWorks
  22. 22. Selecting a travel site @jeroentjepkema, MeasureWorks
  23. 23. Selecting a travel site @jeroentjepkema, MeasureWorks
  24. 24. Question 1. Search for a sun vacation at 5 travel sitesSurvey @jeroentjepkema, MeasureWorks
  25. 25. Action 1. Search for a sun vacation at 5 travel sites Question 2. Rank each websitesSurvey from 1-5 @jeroentjepkema, MeasureWorks
  26. 26. Browser: IE8 Location: Amsterdam Bandwith: 5Mbs downPerformance tooling @jeroentjepkema, MeasureWorks
  27. 27. Net Performance Score“Would your recommend my travel site in terms of performance?” @jeroentjepkema, MeasureWorks
  28. 28. And the winner is... @jeroentjepkema, MeasureWorks
  29. 29. And the winner is... N=87 Rank Weigthed ScoreNeckermann 3 279 Arke 4 265 Globe 5 243 @jeroentjepkema, MeasureWorks
  30. 30. And the winner is... N=87 Rank Weigthed Score Sunweb 1 429Neckermann 3 279 Arke 4 265 Globe 5 243 @jeroentjepkema, MeasureWorks
  31. 31. And the winner is... N=87 Rank Weigthed Score Sunweb 1 361 D-reizen 2 314Neckermann 3 215 Arke 4 210 Globe 5 205 @jeroentjepkema, MeasureWorks
  32. 32. ??? @jeroentjepkema, MeasureWorks
  33. 33. Perceived vs. Technology @jeroentjepkema, MeasureWorks
  34. 34. Web Performance:”Technology perspective” (What makes a website slow?) @jeroentjepkema, MeasureWorks
  35. 35. Page speed... @jeroentjepkema, MeasureWorks
  36. 36. Page Load Time: Homepage Start Render Page Load time Page Speed ScoreTop30 Average 2,97s 5,32s 74 @jeroentjepkema, MeasureWorks
  37. 37. Page Load Time: Homepage Start Render Page Load time Page Speed Score Sunweb 1,45s 3,08s 55 Arke 3,10s 3,39s 90Top30 Average 2,97s 5,32s 74Neckermann 2,03s 5,40s 62 D-reizen 4,30s 7,24s 76 Globe 2,80s 7,79s 69 @jeroentjepkema, MeasureWorks
  38. 38. Time to first byte
  39. 39. Time to first byte Speed: 9,6s TTFB: 0,71sWorldticketcenter.nl @jeroentjepkema, MeasureWorks
  40. 40. Time to first byte Speed: 9,6s TTFB: 0,71sWorldticketcenter.nl Speed: 13,6s TTFB: 3,19s NShispeed.nl @jeroentjepkema, MeasureWorks
  41. 41. Time to first byte Speed: 9,6s TTFB: 0,71sWorldticketcenter.nl Speed: 13,6s TTFB: Top30 Average 3,19s NShispeed.nl 0,39s @jeroentjepkema, MeasureWorks
  42. 42. Time to first byte Speed: 9,6s TTFB: 0,71sWorldticketcenter.nl Speed: 13,6sSunweb Arke Globe D-reizen Top30 Average 3,19s TTFB: Neckermann0,2sNShispeed.nl 0,30s 0,32s 0,35s 0,39s 0,44s @jeroentjepkema, MeasureWorks
  43. 43. Page Size
  44. 44. Page Size Elements per page (Kb) (%) Sunweb 0% 15% 2% 80% 3% 233 D-reizen 22% 4% 48% 24% 2% 673 Globe 0% 33% 5% 50% 11% 713 Average 24% 6% 57% 10% 4% 1142 Arke 24% 6% 50% 20% 1% 1142Neckermann 0% 27% 3% 68% 1% 1528 0% Javascript CSS Images Flash HTML 100% @jeroentjepkema, MeasureWorks
  45. 45. Mobile@jeroentjepkema, MeasureWorks
  46. 46. Neckermann Page size: 1543KbPage load time: 43,23s @jeroentjepkema, MeasureWorks
  47. 47. Neckermann Page size: 1543KbPage load time: 43,23s @jeroentjepkema, MeasureWorks
  48. 48. 3d Party content
  49. 49. 3d Party Performance #Requests % 3d Party objects rank Travel30 Sunweb 58 2 3% 1 Globe 84 5 6% 20 Neckermann 99 16 16% 12 D-reizen 111 19 17% 23Travel30 average 90 17 19% Arke 50 17 34% 4 3d Party content
  50. 50. Worldticketcenter.nl3025 22,0 19,02015105 2,9 3,2 3,6 2,5 2,4 2,6 2,5 2,5 2,7 2,8 2,5 2,6 2,7 3,0 2,7 2,5 2,8 2,8 3,1 2,6 2,5 2,5 2,8 2,60 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 1 2 3 4 5 6 7 8 9 10 31 May 2012 1 June 2012 @jeroentjepkema, MeasureWorks
  51. 51. Worldticketcenter.nl3025201510 5 0 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 1 2 3 4 5 6 7 8 9 10 31 May 2012 1 June 2012 @jeroentjepkema, MeasureWorks
  52. 52. Summary:Technology vs. 100 people... @jeroentjepkema, MeasureWorks
  53. 53. Speed First Byte Size 3d Party1 Sunweb Sunweb Sunweb Sunweb2 Arke Arke D-reizen Globe3 D-reizen Globe Globe Neckermann4 Globe D-reizen Arke D-reizen5 Neckermann Neckermann Neckermann Arke @jeroentjepkema, MeasureWorks
  54. 54. Speed First Byte Size 3d Party1 Sunweb Sunweb Sunweb Sunweb2 Arke Arke D-reizen Globe3 D-reizen Globe Globe Neckermann4 Globe D-reizen Arke Arke5 Neckermann Neckermann Neckermann D-reizen @jeroentjepkema, MeasureWorks
  55. 55. @jeroentjepkema, MeasureWorks
  56. 56. Web Performance: ”the Human Factor”(How your visitors perceive performance) @jeroentjepkema, MeasureWorks
  57. 57. Your audience is like a digtal goldfish... @jeroentjepkema, MeasureWorks
  58. 58. ...Only 10 seconds of focus @jeroentjepkema, MeasureWorks
  59. 59. What influences the “Human Factor”? @jeroentjepkema, MeasureWorks
  60. 60. What influences the “Human Factor”? Time to interact @jeroentjepkema, MeasureWorks
  61. 61. What influences the “Human Factor”? Time to interact Flow @jeroentjepkema, MeasureWorks
  62. 62. What influences the “Human Factor”? Time to interact Flow Variation in site speed @jeroentjepkema, MeasureWorks
  63. 63. “Time to Interact” @jeroentjepkema, MeasureWorks
  64. 64. 100 @jeroentjepkema, MeasureWorks
  65. 65. 100,3 Instantaneous: I like it!0 @jeroentjepkema, MeasureWorks
  66. 66. 101 Interaction: Let’s conversate...0,3 Instantaneous: I like it!0 @jeroentjepkema, MeasureWorks
  67. 67. 103 Mmm, shall I click away?1 Interaction: Let’s conversate...0,3 Instantaneous: I like it!0 @jeroentjepkema, MeasureWorks
  68. 68. 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 @jeroentjepkema, MeasureWorks
  69. 69. 10 Only if the task/content is relevant3 Mmm, shall I click away?1 Do I want to conversate? This is where the magic0,3 happens! Do I like it?0 @jeroentjepkema, MeasureWorks
  70. 70. Globe Neckermann SunwebD-reizen Arke Rendering a homepage @jeroentjepkema, MeasureWorks
  71. 71. “Flow” an is “optimal experience” that is“intrinsically enjoyable” @jeroentjepkema, MeasureWorks
  72. 72. Enabling the flow state:Fast Interaction on each page @jeroentjepkema, MeasureWorks
  73. 73. Enabling the flow state:Relevant content to support the task of the funnel @jeroentjepkema, MeasureWorks
  74. 74. Start renderStart page Homepage Sun Detailed Page Booking Page @jeroentjepkema, MeasureWorks
  75. 75. Sunweb D-reizen Arke Globe Neckermann 5,25 5,05 4,9 4,9 4,9 4,8 4,6 4,3 4,2 3,1 2,8 2,8 2,9 2,3 2,4 2,05 2,1 1,9 1,9 1,45 Start renderHome page Landingpage Sun Detailed Page Booking Page @jeroentjepkema, MeasureWorks
  76. 76. Globe Neckermann Sunweb D-reizen ArkeFirst visuals homepage @jeroentjepkema, MeasureWorks
  77. 77. First visuals details page Globe Neckermann Sunweb D-reizen Arke @jeroentjepkema, MeasureWorks
  78. 78. Waiting for (inter)action... @jeroentjepkema, MeasureWorks
  79. 79. @jeroentjepkema, MeasureWorks
  80. 80. @jeroentjepkema, MeasureWorks
  81. 81. @jeroentjepkema, MeasureWorks
  82. 82. @jeroentjepkema, MeasureWorks
  83. 83. @jeroentjepkema, MeasureWorks
  84. 84. And... @jeroentjepkema, MeasureWorks
  85. 85. ? @jeroentjepkema, MeasureWorks
  86. 86. @jeroentjepkema, MeasureWorks
  87. 87. “Variation” @jeroentjepkema, MeasureWorks
  88. 88. 543210 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 Daily Average Min Max @jeroentjepkema, MeasureWorks
  89. 89. 543 above 15-20% variance is detected210 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 Daily Average Min Max @jeroentjepkema, MeasureWorks
  90. 90. Revenue risked543 above 15-20% variance is detected210 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 Daily Average Min Max @jeroentjepkema, MeasureWorks
  91. 91. 9,26Variation per homepage 8,98 7,79 7,79 7,23 7,24 7,24 7,29 6,67 5,4 5,40 4,97 4,80 4,61 3,39 3,38 3,08 3,08 2,97 1,89Sunweb D-reizen Arke Globe Neckermann @jeroentjepkema, MeasureWorks
  92. 92. Max Sunweb Mean Min Homepage Landings page Detailed page Bookings pageVariation during flow Arke Max Mean Min Homepage Landings page Detailed page Bookings page Max Neckermann Min Mean Homepage Landings page Detailed page Bookings page Max D-reizen Min Mean Homepage Landings page Detailed page Bookings page Max Globe Min Mean Homepage Landings page Detailed page Bookings page @jeroentjepkema, MeasureWorks
  93. 93. Summary:Perceived Performance vs. 100 people... @jeroentjepkema, MeasureWorks
  94. 94. Interaction Flow Variation1 Sunweb D-reizen Sunweb2 D-reizen Sunweb D-reizen3 Globe Neckermann Neckermann4 Neckermann Arke Arke5 Arke Globe Globe @jeroentjepkema, MeasureWorks
  95. 95. Interaction Flow Variation1 Sunweb D-reizen Sunweb2 D-reizen Sunweb D-reizen3 Globe Neckermann Neckermann4 Neckermann Arke Arke5 Arke Globe Globe @jeroentjepkema, MeasureWorks
  96. 96. Myth busted? @jeroentjepkema, MeasureWorks
  97. 97. Human Factor Technology Perspective 1 Sunweb Sunweb 2 D-reizen Globe 3 Neckermann Neckermann 4 Arke D-reizen 5 Globe ArkeMyth busted? @jeroentjepkema, MeasureWorks
  98. 98. Human Factor Technology Perspective 1 Sunweb Sunweb 2 D-reizen Globe 3 Neckermann Arke 4 Arke D-reizen 5 Globe NeckermannMyth Confirmed? @jeroentjepkema, MeasureWorks
  99. 99. What makes a winner?
  100. 100. Light weightWhat makes a winner?
  101. 101. Light weight Fast interactionWhat makes a winner?
  102. 102. Light weight Fast interaction Enabling flowWhat makes a winner?
  103. 103. Questions?
  104. 104. Recommended...
  105. 105. NL Web Performance meetup: http://www.meetup.com/Dutch-Web-Operations-Meetup/ Flow State: http://www.websiteoptimization.com/speed/2/2opt.pdf Want full report details?jtjepkema@measureworks.nl or visit our stand
  106. 106. Thanks! More questions?M: jtjepkema@measureworks.nlT: @jeroentjepkemaW: www.measureworks.nl
  107. 107. What if we optimize?
  108. 108. Page size: 1660 Kb # requests: 89 Time to render: 1,29 sec. Document complete: 3,68 sec.Not Optimized @jeroentjepkema, MeasureWorks
  109. 109. 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 @jeroentjepkema, MeasureWorks
  110. 110. 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 @jeroentjepkema, MeasureWorks

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