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MeasureWorks - Emerece eTravel - 7 performance concerns for marketers

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De hedendaagse consument is verwend. Bezoekers verwachten een makkelijke en snelle website waarin het reisaanbod overzichtelijk en snel toegankelijk is.

Recent onderzoek van ondermeer Forrester en Aberdeen Groep toont aan dat een website met pagina’s langzamer dan 3 seconden het risico loopt dat meer dan 40% van uw bezoekers uw website vroegtijdig verlaten. Spitsuur op jouw website voor vertragingen kan zorgen, met de kans dat meer dan 75% van de bezoekers wegslikt naar een concurrent.


In jouw reisorganisatie besteed je dan ook veel tijd en geld aan het creëren van een zo volledig mogelijk beeld van het profiel van de bezoeker. De Web Analytics oplossing staat hierin vaak centraal bij het inzichtelijk maken en sturen van het bezoek van de gebruikers op de site.

Vaak wordt vergeten dat een goede werking en kwaliteit van een website een minstens even bepalende factor kunnen zijn in een succesvolle conversie van bezoeker naar klant. Aan de hand van praktijkvoorbeelden zullen we u niet alleen laten zien hoe de resultaten van A/B performance testen een directe koppeling leggen tussen site performance en omzet en loyaliteit van de bezoeker, maar ook welke aspecten de performance van uw website kunnen beïnvloeden en hoe u deze kunt opsporen. Tevens hoe u performance aspecten eenvoudig kunt kwantificeren EN relateren aan verloren conversie op uw website.

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MeasureWorks - Emerece eTravel - 7 performance concerns for marketers

  1. 2. 7 Web Performance Concerns for Marketeers eTravel, 24 Juni, Amsterdam #eTravel
  2. 3. Performance matters!
  3. 4. 2 second slowdown 4.3 reduction in revenue/user * % view more pages/visit n oticed that users with the fastest page load times found that a = 50 %
  4. 5. Google loses 1% of traffic for every 100 milliseconds of delay
  5. 7. April 9 th 2010: Site speed co-determines Google page ranking!
  6. 8. Google Pagerank
  7. 9. Customer Experience Trends
  8. 10. Evolving Customer Expectations Source: Forrester Consulting, 2009 Response Time 8 seconds 4 seconds 2 or less ?
  9. 11. Average Impact of 1 second delay in response time for web users Source: Aberdeen Group, 2009
  10. 12. stated that quick page loading is important to their site loyalty 52 % who experience problems during a visit are likely to no longer buy from that site 79 % Customer loyalty Source: eCommerce Web Site Performance Today, Forrester Consulting, 2009
  11. 13. Offline-Online Source: www.consumerbarometer.eu, 2010 87% of all consumers buy online
  12. 15. A/B Performance Testing
  13. 16. 10 ms Objective: Influence visitor engagement Visitor engagement - +
  14. 17. 100 ms 10 ms Objective: Influence visitor engagement Visitor engagement - +
  15. 18. 1 sec 100 ms 10 ms Objective: Influence visitor engagement Visitor engagement - +
  16. 19. 10 sec 1 sec 100 ms 10 ms Objective: Influence visitor engagement Visitor engagement - +
  17. 20. A/B Performance Test Setup Google Analytics Optimize? Decide whether to optimize Insert segment marker Normal content Accelerated Unaccelerated Visitor Strangeloop Website Receive page Process scripts Send analytics
  18. 21. So here’s what we’ve discovered….
  19. 22. 9000 0 2250 4500 6750 Traffic Levels
  20. 23. Average Time on Site
  21. 24. Pages per Visit
  22. 25. Conversion rate and order value
  23. 26. Tying performance to conversion
  24. 27. Is it marketing?
  25. 28. Or the WEB Experience? <ul><li>Why do customers exit ? </li></ul><ul><ul><li>Offer? </li></ul></ul><ul><ul><li>Performance? </li></ul></ul><ul><ul><li>Functional errors? </li></ul></ul><ul><ul><li>Technical errors? </li></ul></ul><ul><ul><li>Design errors? </li></ul></ul><ul><li>B usiness impact? </li></ul><ul><ul><li>In affected users? </li></ul></ul><ul><ul><li>In missed transactions ? </li></ul></ul><ul><ul><li>In € ? </li></ul></ul>
  26. 29. <ul><li>IT Operations: </li></ul><ul><li>System Management </li></ul><ul><li>CPU, Memory </li></ul><ul><li>Quality of Service </li></ul><ul><li>Web Analytics: </li></ul><ul><li>Conversion </li></ul><ul><li>Pageviews </li></ul><ul><li>Visitors </li></ul>Online Success requires a complete picture ?
  27. 30. <ul><li>IT Operations: </li></ul><ul><li>System Management </li></ul><ul><li>CPU, Memory </li></ul><ul><li>Quality of Service </li></ul><ul><li>Web Analytics: </li></ul><ul><li>Conversion </li></ul><ul><li>Pageviews </li></ul><ul><li>Visitors </li></ul>Online Success requires a complete picture <ul><li>Web Performance Analytics: </li></ul><ul><li>Assess impact of performance on user behaviour </li></ul><ul><li>Tie customer satisfaction to quality of delivery </li></ul><ul><li>Quantify revenue risked </li></ul>
  28. 31. 7 performance questions for Marketeers tested with
  29. 32. How fast is fast enough?
  30. 33. 0.76 sec 1.20 sec 1.19 sec 2.39 sec 1.46 sec Bijenkorf Bol.com Hema Mediamarkt TomTom 2.42 sec 1.69 sec 2.58 sec 2.09 sec 5.04 sec D-reizen Arke.nl Easyjet.nl Jiba Vliegwinkel
  31. 34. 0.76 sec 1.20 sec 1.19 sec 2.39 sec 1.46 sec Bijenkorf Bol.com Hema Mediamarkt TomTom 2.42 sec 1.69 sec 2.58 sec 2.09 sec 5.04 sec D-reizen Arke.nl Easyjet.nl Jiba Vliegwinkel 2.31 sec 3.30 sec 3.55 sec Retail Finance Travel Average speed per sector, Gomez Benchmark 2009
  32. 35. Performance by region
  33. 36. The user’s distance from the content matters
  34. 37. 5.49 sec 6.09 sec 7.19 sec 6.54 sec 4.89 sec 4.07 sec
  35. 38. Forrester research shows that over 40% of consumers will wait no more than 3 seconds for a Web page to load before clicking away to a competitor 5.49 sec 6.09 sec 7.19 sec 6.54 sec 4.89 sec 4.07 sec
  36. 39. We’re getting mobile
  37. 40. 58% of mobile phone users expect websites to load as quickly, almost as quickly or faster on their mobile phone, compared to the computer they use at home Among adults who accessed the internet with a mobile phone in the past 12 months, Gomez Mobile Web Experience Survey
  38. 41. desktop 1.09 sec 16.81 sec
  39. 42. desktop 1.09 sec 16.81 sec 3.82 sec http://m.bol.com
  40. 44. Performance differs per browser
  41. 45. Raw page load time vs. Perceived Performance
  42. 46. 1.35 sec 3.69 sec 2.637 sec 1.53 sec 6.29 sec 2.59 sec 1.10 sec 1.81 sec
  43. 47. Availability & performance issues can also be browser specific
  44. 48. Assembly within the browser: it all has to work AJAX Search AJAX Search
  45. 50. CSS Style Sheet Java Script Libraries AJAX Search Shopping Cart Ads from Adserver Video from Media Server Web Analytics Content from CDN HTML from CMS
  46. 51. ?
  47. 52. ?
  48. 53. Real User Experience
  49. 57. Congestion
  50. 58. Watch out for Peak Traffic!
  51. 59. Watch out for Peak Traffic!
  52. 60. Conclusion: Bottlenecks are everywhere
  53. 61. Bottlenecks are everywhere Real User Experience Congestion 3d Party Performance Browser Experience Mobile Performance How fast is fast enough? Performance by region
  54. 62. Thanks! More questions? M: [email_address] T: @jeroentjepkema W: www.measureworks.nl

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