Twinkle100 web performance study


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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.

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Twinkle100 web performance study

  1. 1. Twinkle100 web performance studyFind out what impact performance can have on your ranking…
  2. 2. What you can expect: Twinkle100 Performance Benchmark1. Why performance matters? For the second year in a row MeasureWorks researched the2. Ranking the Twinkle100 actual web performance online consumers experience when3. Retail100 vs. Travel30 visiting the top 100 retail websites and the top 30 travel4. Performance detailed websites. The performance benchmark is published in the annual5. Key findings Twinkle100, by www.twinklemagazine.nl6. 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. 3. 1. Why Performance matters?
  4. 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. 5. Why Performancematters?Performance is an importantindicator of any user experience.You can have the most amazing And lead up With 16% Just a Can cause 7% decreaselooking website, but with every to 11%second delay that your visitor 1-second loss in in customer fewerencounters during his/her visit to delay conversion satisfactionyour website, you are page viewsunnecessarily and very directlyrisking your revenue stream. 49% less likely to visit again 46% visit competition 21% decides to tell others 5
  6. 6. Social Performance:The topic is… You!Social media mentions are not only 12% of all social mediaa great way to interact with youraudience, but also a great way for mentions in eRetail are aboutmonitoring how your website’s bad performanceperformance 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. 7. 2. Ranking the Twinkle100 It takes 1.38 seconds for the Twinkle100 fastest website to appear on your screen
  8. 8. 2. Retail100 ranking Top 10 Bottom 10 Rank Site Load time Availability Rank Site Load time AvailabilityBased on annual revenue,Twinkle magazine determines 1 1,38 100,00% 91 6,51 99,88%the candidates for the 2 1,72 99,81% 92 6,74 100,00%Retail100. These candidates 3 2,02 100,00% 93 6,77 100,00%are ranked based on 1) page 4 2,27 100,00% 94 6,86 92,00% www.paylogictickets.nload time and 2) availability. 5 l 2,32 100,00% 95 6,90 99,22% 96 6,93 99,94% 6 2,42 99,59%Fastest website in the 7 2,42 100,00% 97 7,11 100,00%Retail100 is with a 8 2,60 99,94% 98 7,70 100,00%page load time of 1.38 9 2,79 99,22% 99 8,06 99,88%seconds. This compared to 10 2,88 99,72% 100 10,38 100, that closesthe Retail100 with a page loadtime 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. 9. Travel30 ranking Top 5 Bottom 5Equal to the Retail100, the Ranking Site Load time Availability Ranking Site Load time AvailabilityTravel30 candidates areselected based on annual 1 1,7 100,00% 26 5,9 99,84%revenue. Again, these 2 2,7 99,63% 27 6,4 99,78%candidates are ranked basedon 1) page load time and 2) 3 2,8 98,03% 28 7,6 100,00%availability. 4 3,1 100,00% 29 7,6 99,50% 5 3,1 100,00% 30 15,3 99,25%Clear winner, same as lastyear, in the Travel30 with a page loadtime of 1.7 seconds. Thiscompared to,where it takes almost 16 The top5 travel is half the pageseconds before you can clickto 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. 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. 11. Head-to-Head raceThe Retail100 beats the Retail100 4,57 sec.Travel30 in a head-to-headcompetition. It’s a close call,but with an average page load Travel30 4,70 sec.time of 4,57 seconds it’sslightly faster than the Average page load time (sec.)Travel30 with 4,70 seconds.The contrast in down time isstriking, where the Travel30beats the Retail100 with 19hours of total downtime. Retail100 16,3 hour Travel30 19,2 hour Average downtime (hours) Visitors of the Travel30 experience 18% more downtime 11
  12. 12. First View versusRepeat view Retail100 First view: 4,57sThe first view represents whata first-time visitor to the page Repeat view: 2,73swill experience. This meansthat all content is served tothe browser as new content,creating a first impression ofthe delivered performance. As Travel30long as this visitor does not First view: 4,70sclear his browser cache, everytime he returns to your site itwill be served as a “repeat Repeat view: 2,70sview”.With the repeat view you areable to create a fasterexperience because severalelements can be cachedlocally in the browser cache. On average 46% of all content isThe more caching, the lessitems will have to be cacheddownloaded, essentiallycreating the illusion of blazingfast websites. 12
  13. 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 Retail100 Retail100 Total objects: 87 13 5 4 57 CSS HTML Travel30 6 4 Javascript 16 Images 61 Twinkle100: Side by side comparison Total objects: 96 Travel30 With 65% of all objects, images are the biggest part of any website13
  14. 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 Retail100 Travel30 Retail100 1072 1135 Travel30 Average page size (Kb) Twinkle100: Page Size comparison compared to the smallest website The largest websites is 10x bigger http://www.zester.nl14
  15. 15. Third Party Content Top20 most used Third party scripts in Retail100 and Travel30 sitesThird party content, like images, 89%adverts, analytics or social sharingbuttons, are the fastest growingarea 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 ofobjects usually adds appealingcontent to your site, the troublewith 3rd party performance is thatthat quality is out of your hands.Since third party content is onlyassembled in the browser of yourend user, with limited control andvisibility.You depend on the service level ofthe third party supplier provides for Facebook is most used as 3rdeverything to work, so basically the party social domainspeed and availability of your sitecould depend on the performanceof another vendor. 15
  16. 16. Google knows best Retail100 79The PageSpeed Scoreindicates how well optimizedyour web page is, thus how Travel30 75fast it can be. The higher thescore, the better optimized Average Google page speed scoreyour web page is to deliver asolid performance accordingto optimization rules fromGoogle. A low score indicatesroom for improvement. Retail100 websites show a steady increase in page speedNote: The PageSpeed Scoredoes not measure the time it scoretakes 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. 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. 18. Trending The overall performanceAfter reviewing the is down 9%performance of the Retail100 compared to 2011a n d Tr a v e l 3 0 t h e g e n e r a lconclusion is that we areslowing down. Pages aregetting bigger with more 1150content and more thirdparties being used. This 1025results in slower webpages 92 24a 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. 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. 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 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 ( 20
  21. 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, 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. Want your own performance report or more details? Contact us via and/or @measureworks