1. The document discusses the importance of website speed and performance for user experience and conversion rates. It provides data showing that slow sites negatively impact user engagement.
2. It recommends establishing performance baselines and service level targets to prioritize speed optimizations. Metrics like time to first paint and time to interact should be under 1-3 seconds to provide a positive user experience.
3. The key takeaways are to design with performance in mind, measure performance against targets from an end-user perspective, and continuously optimize the user experience and flow to keep sites fast.
5. 0
25
50
75
100
1 2 3 4 5
Slow Average Fast
%ofrespondentsthatratedtheactualwebsitespeed
Design score (1=bad - 5=beautiful)
Over 60% of people that experienced a slow website ranked
design 2 points lower compared to a fast experience
15. “Speed is at it’s best when it creates the feeling
that you don’t have to work to achieve your goal”
16. 1
0,3
0 Source: Jakob Nielsen
Instantaneous: I like it!
Interaction: Let’s conversate...
17. 1
3
0,3
0 Source: Jakob Nielsen
Instantaneous: I like it!
Interaction: Let’s conversate...
Mmm, shall I click away?
18. 10
1
3
0,3
Instantaneous: I like it!
Interaction: Let’s conversate...
Mmm, shall I click away?
Only if the task/content is relevant
0 Source: Jakob Nielsen
19.
20. Tested on Android with webpagetest.org (3G (2000Kbps Down, 764Kbps Up)
22. 2.5 sec.
First reply
0:00 sec.
Conversation
starts
Tested on Android with webpagetest.org (3G (2000Kbps Down, 764Kbps Up)
23. 2.5 sec.
First reply
0:00 sec.
Conversation
starts
4.5 sec.
Finish
conversation
Tested on Android with webpagetest.org (3G (2000Kbps Down, 764Kbps Up)
24. 2.5 sec.
First reply
0:00 sec.
Conversation
starts
4.5 sec.
Finish
conversation
Comfort zone Tolerated Frustrated
Time to first
paint
Time to interact
Tested on Android with webpagetest.org (3G (2000Kbps Down, 764Kbps Up)
25. Not just one page, optimize the entire customer journey:
Flow state
35. N = 15
Q = Flow vs. Intrusive. Can you remember the advertiser/brand?
Telegraaf: Intrusive Nu.nl: Flow Dumpert: Intrusive Flipboard: Flow
36. Telegraaf: Intrusive Nu.nl: Flow Dumpert: Intrusive Flipboard: Flow
Flow Intrusive
If you had to choose? 85% 15%
Do you remember brand? 40% 10%
N = 15
Q = Flow vs. Intrusive. Can you remember the advertiser/brand?
49. Purchasing a book,
must be completed (speed),
where every page loads under 3 sec.,
from any location in the Netherlands,
for 90% of all users,
every day between 6am and 12pm,
using IE9 and higher,
Customer journey
Metric: Speed
Target: Sec
User scenario
User locations
Percentile
Service Window
measured with Real User Monitoring. Monitoring type
Read more: Metrics 101, Velocityconf 2010
63. Ultimately, Real User Monitoring shows you how many
users are affected by bad performance...
(best used for capacity management and conversion optimization)
68. A pre-defined set of metrics
that describes normal behavior
Establish a baseline:
69. A pre-defined set of metrics
that describes normal behavior
in order to detect variancies
Establish a baseline:
70. and to be comparable within historic context
A pre-defined set of metrics
that describes normal behavior
in order to detect variancies
Establish a baseline: