The document discusses how website speed impacts conversion rates and user experience. It provides statistics showing that slower load times can significantly reduce conversion rates and cause users to leave pages or sites. The document then examines tools and techniques for measuring site speed performance, identifying areas for improvement, and monitoring speed over time in order to optimize the user experience and increase conversions.

1. WHY SPEED
MATTERS
Why Speed Matters | ©Ian Thomas 2018 | @anatomic | Building Websites That Convert

2. A 100-millisecond delay in website
load time can hurt
conversion rates by 7%
— SOASTA State of online retail performance 2017
2 — Why Speed Matters | ©Ian Thomas 2018 | @anatomic | Building Websites That Convert

3. 53% of mobile site visitors will
leave a page that takes longer
than 3 seconds to load
— Akamai/SOASTA Research
3 — Why Speed Matters | ©Ian Thomas 2018 | @anatomic | Building Websites That Convert

4. CONVERSION RATE IS INVERSELY
PROPORTIONAL TO LOAD TIME
4 — Why Speed Matters | ©Ian Thomas 2018 | @anatomic | Building Websites That Convert

5. BEWARENODDY MATHS AHEAD...
5 — Why Speed Matters | ©Ian Thomas 2018 | @anatomic | Building Websites That Convert

6. 6 — Why Speed Matters | ©Ian Thomas 2018 | @anatomic | Building Websites That Convert

7. FIND YOUR
7 — Why Speed Matters | ©Ian Thomas 2018 | @anatomic | Building Websites That Convert

8. WHAT HAPPENS IF YOU DECREASE ?
11% increase in conversion rate
8 — Why Speed Matters | ©Ian Thomas 2018 | @anatomic | Building Websites That Convert

9. IS THIS ACCURATE?
CERTAINLY NOT RELIABLE, IT'S MORE TO
INDICATE A POINT.
9 — Why Speed Matters | ©Ian Thomas 2018 | @anatomic | Building Websites That Convert

10. 10 — Why Speed Matters | ©Ian Thomas 2018 | @anatomic | Building Websites That Convert

11. IT'S NOT JUST
CONVERSIONS, THINK
ABOUT BOUNCES
11 — Why Speed Matters | ©Ian Thomas 2018 | @anatomic | Building Websites That Convert

12. 12 — Why Speed Matters | ©Ian Thomas 2018 | @anatomic | Building Websites That Convert

13. WHAT IS SPEED?
13 — Why Speed Matters | ©Ian Thomas 2018 | @anatomic | Building Websites That Convert

14. WHAT IS SPEED?
1. Server
2. Network
3. Assets
4. Device
5. Scripts
14 — Why Speed Matters | ©Ian Thomas 2018 | @anatomic | Building Websites That Convert

15. IS IT JUST MOBILE?
15 — Why Speed Matters | ©Ian Thomas 2018 | @anatomic | Building Websites That Convert

16. 16 — Why Speed Matters | ©Ian Thomas 2018 | @anatomic | Building Websites That Convert

17. "I HEAR MARKETING TAGS
ARE BAD. THEY'RE MY
PROBLEM. ARE THEY MY
PROBLEM?"
17 — Why Speed Matters | ©Ian Thomas 2018 | @anatomic | Building Websites That Convert

18. 18 — Why Speed Matters | ©Ian Thomas 2018 | @anatomic | Building Websites That Convert

19. MEASURING THE IMPACT
ON YOUR PRODUCT
19 — Why Speed Matters | ©Ian Thomas 2018 | @anatomic | Building Websites That Convert

20. CASE STUDY - FINANCIAL TIMES
20 — Why Speed Matters | ©Ian Thomas 2018 | @anatomic | Building Websites That Convert

21. EVALUATE YOUR CURRENT
PERFORMANCE
21 — Why Speed Matters | ©Ian Thomas 2018 | @anatomic | Building Websites That Convert

22. WEBPAGETEST.ORG
22 — Why Speed Matters | ©Ian Thomas 2018 | @anatomic | Building Websites That Convert

23. 23 — Why Speed Matters | ©Ian Thomas 2018 | @anatomic | Building Websites That Convert

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25. SEE WHAT YOUR CUSTOMERS SEE
Webpagetest.org also takes
screenshots of the loading progress
which can be stitched together into a
video.
This can be used in combination with the
comparison features of the product to
give you a view of performance relative
to your competitors.
25 — Why Speed Matters | ©Ian Thomas 2018 | @anatomic | Building Websites That
Convert

26. GOOGLE'S LIGHTHOUSE REPORT
26 — Why Speed Matters | ©Ian Thomas 2018 | @anatomic | Building Websites That Convert

27. 27 — Why Speed Matters | ©Ian Thomas 2018 | @anatomic | Building Websites That Convert

28. 28 — Why Speed Matters | ©Ian Thomas 2018 | @anatomic | Building Websites That Convert

29. LOAD TESTING
29 — Why Speed Matters | ©Ian Thomas 2018 | @anatomic | Building Websites That Convert

30. 30 — Why Speed Matters | ©Ian Thomas 2018 | @anatomic | Building Websites That Convert

31. CHROME UX REPORT
31 — Why Speed Matters | ©Ian Thomas 2018 | @anatomic | Building Websites That Convert

32. 32 — Why Speed Matters | ©Ian Thomas 2018 | @anatomic | Building Websites That Convert

33. 33 — Why Speed Matters | ©Ian Thomas 2018 | @anatomic | Building Websites That Convert

34. PAGESPEED INSIGHTS
34 — Why Speed Matters | ©Ian Thomas 2018 | @anatomic | Building Websites That Convert

35. 35 — Why Speed Matters | ©Ian Thomas 2018 | @anatomic | Building Websites That Convert

36. MONITORING
36 — Why Speed Matters | ©Ian Thomas 2018 | @anatomic | Building Websites That Convert

37. 37 — Why Speed Matters | ©Ian Thomas 2018 | @anatomic | Building Websites That Convert

38. TECHNICAL IMPROVEMENTS3
> Avoid landing page redirects
> Enable compression
> Improve server response time
> Leverage browser caching
> Minify resources
> Optimise images
> Optimise CSS delivery
> Prioritise visible content
> Remove render-blocking JavaScript
3
Based on the PageSpeed Insights Rules
38 — Why Speed Matters | ©Ian Thomas 2018 | @anatomic | Building Websites That Convert

39. FURTHER READING
SOASTA State of Online Retail Performance report –
essential reading for anyone wanting to understand how
performance affects online businesses.
Think with Google – Google has a wealth of resources for
businesses with several high profile pieces of research
into effects of web performance.
39 — Why Speed Matters | ©Ian Thomas 2018 | @anatomic | Building Websites That Convert

40. SEE MORE OF ME (AND MANY OTHER SPEAKERS)
40 — Why Speed Matters | ©Ian Thomas 2018 | @anatomic | Building Websites That Convert

41. THANKS!
I often say that when you can measure what you are speaking
about, and express it in numbers, you know something about
it; but when you cannot express it in numbers, your
knowledge is of a meagre and unsatisfactory kind; it may be
the beginning of knowledge, but you have scarcely, in your
thoughts, advanced to the stage of science, whatever the
matter may be.
— William Thomson 2
2
A simpler, more widely known version is "What gets measured gets managed" by Peter Drucker
41 — Why Speed Matters | ©Ian Thomas 2018 | @anatomic | Building Websites That Convert