Voor het tweede jaar hebben Twinkle en MeasureWorks samen onderzoek gedaan naar de web performance – zoals ervaren door de eindgebruikers – van de Twinkle100 en travel 30 websites. In dit rapport vind je meer informatie over de verschillende componenten die de snelheid van een website bepalen, zoals de pagina grootte, aantal objecten en 3rd party content.

1. Twinkle100 web performance study
Find out what impact performance can have on your ranking…

2. What you can expect:
Twinkle100 Performance Benchmark
1. Why performance
matters? For the second year in a row MeasureWorks researched the
2. Ranking the Twinkle100 actual web performance online consumers experience when
3. Retail100 vs. Travel30 visiting the top 100 retail websites and the top 30 travel
4. Performance detailed websites. The performance benchmark is published in the annual
5. Key findings Twinkle100, by www.twinklemagazine.nl
6. About MeasureWorks
This report provides an overview of the performance achieved by
the Twinkle100 companies and breaks it down into several
components attributing to site speed, thus creating a complete
overview of the state of web performance in the Netherlands.
Enjoy reading!
The MeasureWorks team
2

3. 1. Why Performance matters?

4. Every second counts! A fast website leads to more pages viewed, satisfied visitors
and ultimately higher conversion rates [1]. Performance is
therefore not a feature, but an important requirement for
every site owner and online marketer, especially in highly
competitive online markets like retail and travel.
A mere 250 milliseconds, a blink of an eye, can make a visitor
decide to click way [2]. Continuous performance issues can
influence your brand’s online image. But there’s a positive side
to this story. Fast web pages enable visitors to get into a flow
state, in which they start enjoying their visit and will be more
focused to buy (additional) goods. Faster equals more page
views , equals more potential revenue.
“Performance is not a feature, but a requirement”
- Fred Wilson, Union Square Ventures
[1] Forrester research 4
[2] Google research

5. Why Performance
matters?
Performance is an important
indicator of any user experience.
You can have the most amazing And lead up With 16%
Just a Can cause 7% decrease
looking website, but with every to 11%
second delay that your visitor 1-second loss in in customer
fewer
encounters during his/her visit to delay conversion satisfaction
your website, you are page views
unnecessarily and very directly
risking your revenue stream.
49% less likely to visit again
46% visit competition
21% decides to tell others
5

6. Social Performance:
The topic is… You!
Social media mentions are not only 12% of all social media
a great way to interact with your
audience, but also a great way for
mentions in eRetail are about
monitoring how your website’s bad performance
performance is perceived.
Tweets about bad performance in social media
eRetail 88% 12%
eTravel 95% 5%
eFinance 96% 4%
% negative tweets about bad performance (speed, downtime & usability) per branche, study conducted by idr1 &
MeasureWorks, june 2012
6

7. 2. Ranking the Twinkle100
It takes 1.38 seconds for the Twinkle100
fastest website to appear on your screen

8. 2. Retail100 ranking Top 10 Bottom 10
Rank Site Load time Availability Rank Site Load time Availability
Based on annual revenue,
Twinkle magazine determines 1 www.hm.com 1,38 100,00% 91 www.mediamarkt.nl 6,51 99,88%
the candidates for the 2 www.kpn.com 1,72 99,81% 92 www.zalando.nl 6,74 100,00%
Retail100. These candidates 3 www.ibood.com 2,02 100,00% 93 www.large.nl 6,77 100,00%
are ranked based on 1) page 4 www.dolcis.nl 2,27 100,00% 94 www.just-eat.nl 6,86 92,00%
www.paylogictickets.n
load time and 2) availability. 5
l
2,32 100,00% 95 www.jeansonline.nl 6,90 99,22%
96 www.gsmwijzer.nl 6,93 99,94%
6 webwinkel.ah.nl 2,42 99,59%
Fastest website in the 7 www.gsmweb.nl 2,42 100,00%
97 www.sanitairwinkel.nl 7,11 100,00%
Retail100 is HM.com with a 8 www.wehkamp.nl 2,60 99,94%
98 www.menatwork.nl 7,70 100,00%
page load time of 1.38 9 www.budgethouse.nl 2,79 99,22%
99 www.score.nl 8,06 99,88%
seconds. This compared to 10 www.123inkt.nl 2,88 99,72%
100 www.thuisapotheek.nl 10,38 100,00%
thuisapotheek.nl that closes
the Retail100 with a page load
time of 10.38 seconds. The bottom 10 websites are
3x slower compared to the
top 10
Average Average
Top 10 Bottom 10
2,28sec. Speed 7,40sec.
622 kb Size 1579 kb
49 Objects 113
4 Third party 9,5
8

9. Travel30 ranking Top 5 Bottom 5
Equal to the Retail100, the Ranking Site Load time Availability
Ranking Site Load time Availability
Travel30 candidates are
selected based on annual 1 www.sunweb.nl 1,7 100,00% 26 www.d-reizen.nl 5,9 99,84%
revenue. Again, these
2 www.oad.nl 2,7 99,63% 27 www.belvilla.nl 6,4 99,78%
candidates are ranked based
on 1) page load time and 2) 3 www.elmarreizen.nl 2,8 98,03% 28 www.worldticketcenter.nl 7,6 100,00%
availability. 4 www.arke.nl 3,1 100,00% 29 www.centerparcs.nl 7,6 99,50%
5 www.landal.nl 3,1 100,00% 30 www.nshispeed.nl 15,3 99,25%
Clear winner, same as last
year, in the Travel30 is
sunweb.nl with a page load
time of 1.7 seconds. This
compared to nshispeed.nl,
where it takes almost 16 The top5 travel is half the page
seconds before you can click
to the next page. size compared to the bottom5
Average Average
Top 10 Bottom 10
2,68sec. Speed 8,56sec.
714 Kb Size 1547 kb
56 Objects 113
8 Third party 5
9

10. 3. Retail100 versus Travel30
With an average speed of 4.64
seconds the Twinkle100 is almost
30% faster than the average
Alexa2000 website [1]
[1] Source: Fall State of the Union, Strangeloop, 2012

11. Head-to-Head race
The Retail100 beats the Retail100 4,57 sec.
Travel30 in a head-to-head
competition. It’s a close call,
but with an average page load Travel30 4,70 sec.
time of 4,57 seconds it’s
slightly faster than the Average page load time (sec.)
Travel30 with 4,70 seconds.
The contrast in down time is
striking, where the Travel30
beats the Retail100 with 19
hours of total downtime.
Retail100 16,3 hour
Travel30 19,2 hour
Average downtime (hours)
Visitors of the Travel30 experience
18% more downtime
11

12. First View versus
Repeat view
Retail100
First view: 4,57s
The first view represents what
a first-time visitor to the page Repeat view: 2,73s
will experience. This means
that all content is served to
the browser as new content,
creating a first impression of
the delivered performance. As
Travel30
long as this visitor does not First view: 4,70s
clear his browser cache, every
time he returns to your site it
will be served as a “repeat Repeat view: 2,70s
view”.
With the repeat view you are
able to create a faster
experience because several
elements can be cached
locally in the browser cache. On average 46% of all content is
The more caching, the less
items will have to be cached
downloaded, essentially
creating the illusion of blazing
fast websites.
12

13. itself.
become slow!
contain dozens of objects.
Objects per page
will take to compose the webpage
the composition of each individual
can take milliseconds to download,
in turn delivers the file to the
the file from the host server, which
In 2011 the average Twinkle100
but go up quickly when pages
the user’s browser, which requests
browser. Each of these round trips
web page. As each page consists
To understand why a page loads in
resource makes a round trip from
Why is this important? Each
site contained 88 objects. 88
reasons for your website to
of several page objects such as
The more objects, the more time it
images, JavaScript, and CSS files.
a certain time, we need to look at
# Objects
50
150
200
250
0
100
www.tui.nl
www.coolblue.nl/
www.fonq.nl
www.worldticketcenter.nl
www.jeansonline.nl
www.bizztravel.nl
www.zalando.nl
www.mediamarkt.nl
www.vacanceselect.nl
www.cosmox.nl
www.belvilla.nl
www.sanitairwinkel.nl
www.greetz.nl
www.thephonehouse.nl
www.salland.eu
www.vodafone.nl
www.bol.com
www.pathe.nl
www.bax-shop.nl
www.centralpoint.nl
www.omoda.nl
www.frs.nl
www.drogisterij.net
www.modern.nl
www.redcoon.nl
www.nshispeed.nl
www.dejongintra.nl
www.klm.com/
www.large.nl
www.kadowereld.nl
www.badkamermarkt.nl
www.debijenkorf.nl
www.neckermann.nl
www.eci.nl
www.cameranu.nl
www.corendon.nl
www.ticketservice.nl
www.nrclux.nl
www.centerparcs.nl
www.pabo.nl
www.t-mobile.nl
www.menatwork.nl
www.score.nl
Retail100
www.4launch.nl
www.kleertjes.com
www.just-eat.nl
www.voetbaldirect.nl
www.otto.nl
www.fleurop.nl
www.managementboek.nl
www.mycom.nl
www.ebookers.nl
www.transavia.com/hv/nl-nl/home
Vliegwinkel.nl
www.roompotparken.nl
store.apple.com/nl
www.hema.nl
www.azerty.nl
www.zester.nl
www.gsm.nl
Retail100
www.skytours.nl
www.takeitnow.nl
www.thuisbezorgd.nl
webshop.telegraaf.nl
Total objects: 87
13
5
4
57
www.vakantieveilingen.nl
www.gsmwijzer.nl
www.kras.nl
www.seetickets.nl
www.conrad.nl
www.cheaptickets.nl
www.blokker.nl
www.expedia.nl
www.newyorkpizza.nl
www.jackjones.com
www.elmarreizen.nl
www.sneltoner.nl
www.thuisapotheek.nl
www.alternate.nl
www.klingel.nl
www.mexx.nl
www.outletplanet.nl
CSS
www.albelli.nl
HTML
www.ryanair.com/nl
www.komplett.nl
www.assem.nl
Vliegtickets.nl
www.vliegtickets.nl
www.bcc.nl
Travel30
webwinkel.ah.nl
www.kijkshop.nl
6
4
www.nespresso.nl
www.toplenzen.nl
www.oad.nl
Javascript 16
Images 61
www.budgethouse.nl
www.futurumshop.nl
www.icentre.nl
www.webprint.nl
www.d-reizen.nl
www.vacansoleil.nl
www.vd.nl
www.paylogictickets.nl
www.flinndal.nl
Twinkle100: Side by side comparison
www.beltegoed.nl
www.amsterdamgold.nl
www.wehkamp.nl
www.anwb.nl/webwinkel
www.opwaarderen.nl
www.123inkt.nl
www.koopjeskampioen.nl
www.landal.nl
www.gsmweb.nl
www.dominos.nl
www.vente-exclusive.nl
www.vkshop.nl
www.wijnvoordeel.nl
www.dolcis.nl
www.neck.nl
www.worldticketshop.nl
Total objects: 96
www.wifishop.nl
www.lensway.nl
www.scheerenfoppen.nl/
www.plutosport.nl
www.babypark.nl
www.arke.nl
www.playexpert.nl
www.sunweb.nl
www.hm.com/nl
www.dell.nl
www.kpn.com/
www.ibood.com/nl/nl/
Travel30
With 65% of all objects, images
are the biggest part of any website
13

14. slow.
screen.
download it).
Page Size
browser the time it takes depends
each object can make all the
The bigger the object the more
from a host server to your web
attachment via email. The larger
for his content to appear on the
time it will take for transfer, the
your browser. The more large
same as sending a large
Why? Each resource makes a trip
Not only many objects can make
objects, the problem multiplies.
The bigger the size, the longer it
For your webpage it’s the same.
difference between fast and very
takes for content to download into
Thus the end user is forced to wait
takes to leave your inbox (or to
the attachment, the more time it
heavily on the size of each object.
your website slow, also the size of
Pagesize in Kb
500
1000
1500
2000
2500
3000
3500
0
http://www.skytours.nl
http://store.apple.com/nl
http://webshop.telegraaf.nl
http://webwinkel.ah.nl
http://www.123inkt.nl
http://www.4launch.nl
http://www.belvilla.nl
http://www.albelli.nl
http://www.alternate.nl
http://www.bizztravel.nl
http://www.amsterdamgold.nl
http://www.anwb.nl/webwinkel
http://www.nshispeed.nl
http://www.assem.nl
http://www.azerty.nl
http://www.vacansoleil.nl
http://www.babypark.nl
http://www.badkamermarkt.nl
http://www.bax-shop.nl
http://www.bcc.nl
http://www.beltegoed.nl
http://www.vacanceselect.nl
http://www.blokker.nl
http://www.bol.com
Retail100
Travel30
http://www.neckermann.nl
http://www.budgethouse.nl
http://www.cameranu.nl
http://www.centralpoint.nl
http://www.conrad.nl
http://www.worldticketcenter.nl
http://www.coolblue.nl/
http://www.cosmox.nl
http://www.debijenkorf.nl
http://www.dell.nl
http://www.centerparcs.nl
http://www.dolcis.nl
http://www.dominos.nl
http://www.klm.com/
http://www.drogisterij.net
http://www.eci.nl
http://www.fleurop.nl
http://www.landal.nl
http://www.flinndal.nl
http://www.fonq.nl
http://www.frs.nl
http://www.futurumshop.nl
http://www.arke.nl
http://www.greetz.nl
http://www.gsm.nl
http://www.vakantieveilingen.nl
http://www.gsmweb.nl
http://www.gsmwijzer.nl
http://www.hema.nl
http://www.kras.nl
http://www.hm.com/nl
http://www.ibood.com/nl/nl/
http://www.icentre.nl
Retail100
http://www.jackjones.com
http://www.jeansonline.nl
http://www.corendon.nl
http://www.just-eat.nl
http://www.kadowereld.nl
http://www.kijkshop.nl
http://www.kleertjes.com
http://www.klingel.nl
http://www.komplett.nl
http://www.koopjeskampioen.nl
http://Vliegtickets.nl
http://www.kpn.com/prive/home.htm
http://www.ebookers.nl
http://www.large.nl
http://www.vliegtickets.nl
http://www.lensway.nl
http://www.managementboek.nl
http://www.mediamarkt.nl
http://www.tui.nl
http://www.menatwork.nl
http://www.mexx.nl
http://www.modern.nl
1072
http://www.expedia.nl
http://www.mycom.nl
http://www.neck.nl
http://www.nespresso.nl
http://www.d-reizen.nl
1135
Travel30
http://Vliegwinkel.nl
http://www.newyorkpizza.nl
http://www.nrclux.nl
http://www.omoda.nl
http://www.opwaarderen.nl
http://www.otto.nl
http://www.outletplanet.nl
http://www.pabo.nl
Average page size (Kb)
http://www.pathe.nl
http://www.paylogictickets.nl
http://www.playexpert.nl
http://www.plutosport.nl
Twinkle100: Page Size comparison
http://www.redcoon.nl
http://www.salland.eu
http://www.sanitairwinkel.nl
http://www.scheerenfoppen.nl/
http://www.score.nl
http://www.seetickets.nl
http://www.sneltoner.nl
http://www.dejongintra.nl
http://www.takeitnow.nl
http://www.thephonehouse.nl
http://www.thuisapotheek.nl
http://www.thuisbezorgd.nl
http://www.ticketservice.nl
http://www.t-mobile.nl
http://www.transavia.com/hv/nl-nl/home
http://www.toplenzen.nl
http://www.vd.nl
http://www.cheaptickets.nl
http://www.roompotparken.nl
http://www.elmarreizen.nl
compared to the smallest website
http://www.vente-exclusive.nl
http://www.vkshop.nl
http://www.ryanair.com/nl
The largest websites is 10x bigger
http://www.vodafone.nl
http://www.voetbaldirect.nl
http://www.webprint.nl
http://www.wehkamp.nl
http://www.oad.nl
http://www.wifishop.nl
http://www.wijnvoordeel.nl
http://www.worldticketshop.nl
http://www.zalando.nl
http://www.sunweb.nl
http://www.zester.nl
14

15. Third Party Content
Top20 most used Third party scripts in Retail100 and Travel30 sites
Third party content, like images, 89%
adverts, analytics or social sharing
buttons, are the fastest growing
area of content for a web page. 51%
44%
In 2011 almost 20% of every 31%
27%
24% 23% 23% 21%
webpage consisted of third party 19% 17% 16%
14% 14% 13% 13% 13% 12% 12% 12%
content. Although this type of
objects usually adds appealing
content to your site, the trouble
with 3rd party performance is that
that quality is out of your hands.
Since third party content is only
assembled in the browser of your
end user, with limited control and
visibility.
You depend on the service level of
the third party supplier provides for
Facebook is most used as 3rd
everything to work, so basically the party social domain
speed and availability of your site
could depend on the performance
of another vendor.
15

16. Google knows best
Retail100 79
The PageSpeed Score
indicates how well optimized
your web page is, thus how Travel30 75
fast it can be. The higher the
score, the better optimized Average Google page speed score
your web page is to deliver a
solid performance according
to optimization rules from
Google. A low score indicates
room for improvement. Retail100 websites show a
steady increase in page speed
Note: The PageSpeed Score
does not measure the time it score
takes for a page to load.
Twinkle100: Page Speed comparison
80 Retail100 Travel30
78
76
74
72
70
1 2 - 2 0 11 08-2012
16

17. 4. Key Findings
Twinkle100 websites are getting
bigger and slower, down 9%
compared to 2011 [1]
[1] Source: Fall State of the Union, Strangeloop, 2012

18. Trending
The overall performance
After reviewing the
is down 9%
performance of the Retail100 compared to 2011
a n d Tr a v e l 3 0 t h e g e n e r a l
conclusion is that we are
slowing down. Pages are
getting bigger with more 1150
content and more third
parties being used. This 1025
results in slower webpages 92 24
a n d l o w e r a v a i l a b i l i t y. 88
19
3,9
3,4
2011 2012 2011 2012 2011 2012 2011 2012
Speed (sec.) Size (Kb) Objects (#) 3d Party (#)
18

19. Key Findings
Performance of Twinkle100 is slower compared to
2011
The average Twinkle100 site keeps on growing. More objects
and larger content will result in slower webpages. The difference
between #1 (1.70 seconds) and #30 (15,30 seconds) in Travel30
best shows the impact: 268Kb and 38 objects compared to
1191Kb and 108 objects.
Retail100 beats the Travel30 in every category
An interesting finding is that the Retail100, on average, beats the
Travel30 in every category researched. Not only does this result
in a slower page load time average, but webpages are bigger in
size and contain more objects/third parties.
Websites rely more on Third Party Content
The usage of third party content keeps growing, from 19% in
2011 to 24% in 2012. Next to the usual suspect like analytics and
affiliaties we see a growth in social and testing/optimization
tooling. This raises some concern because performance is
impacted by the quality of delivery from these third parties. Do
you know what their SLA is?
19

20. Methodology Web Performance is not just something technical, it’s something every online
consumer experiences day in day out when surfing the (mobile) web, at
home, in the car or at work. Most of the times it’s fun, but sometimes a
struggle with content squeezed on a mobile screen, flash adverts, slow
websites or failure to load pages.
The setup of our performance tests are to measure web performance from a
end-users perspective:
- Via webpagetest.org which simulates page load times from a real user’s
perspective using real browsers, in this case Internet Explorer 8;
- Average internet connection with a download speed of 10Mbps and an
upload speed of 1.5 Mbps[1];
- All measurements are performed 24 hours per day from December 1st
2011 to August 1 st 2012.
- All candidates for the Retail100 and Travel30 are measured during the
entire period, so all are compared equal.
- For equal comparison only the homepage is measured, since in most
cases this is the first page a first time visitors visits.
All data analysis is done based on raw data, which means that no averages
are used to calculate performance. Based on the revenue per year provided
by Twinkle magazine we linked actual performance (speed & downtime) to
revenue risked.
[1] This is according to recent research by Akamai representative rate for the Dutch internet users.
Akamai State of the Internet Q1 2012 (http://www.akamai.com/stateoftheinternet/)
20

21. About MeasureWorks
MeasureWorks ensures fast and reliable websites and mobile apps. We
are constantly working to analyze and optimize the performance of our
customers online environment, to exceed their business objectives. For
this we create and combine data from different data sources. Combined
with the expertise of our consultants we deliver actionable insights and
optmization.
Our customers, like Bol.com, Thomas Cook and GlobalCollect, manage
real-time the impact of performance on their business objectives and
deliver an user experience that exceeds the expectations of online
visitors.
www.measureworks.nl
Want your own performance report or more details?
Contact us via info@measureworks.nl and/or @measureworks