Demystifying Website Performance and Its Impact on Revenue
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Demystifying Website Performance and Its Impact on Revenue
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In this presentation we review website performance and how it impacts ecommerce sites, specifically those using Magento. We define website performance and give tips on how to speed up websites.
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Demystifying Website Performance and Its Impact on Revenue
- 1. Demystifying Website Performance and Its Impact on Revenue Stewart McGrath, CEO and Co-founder of section.io
- 2. © 2016 Magento, Inc. Page | 2 Agenda • Definition of website performance • How performance impacts revenue • How to measure your website performance • Metrics to use • Achieving better website performance • Little wins • Big Wins • Caching and CDNs • Adore Beauty case study
- 3. What is website performance?
- 4. • Page load time • Conversion rate • Bounce rate • Ability to handle traffic spikes (scalability)
- 5. at any scale
- 6. Amazon lost 1% in sales for every additional 100ms in page load time. Walmart found page speeds of 1- 2 seconds are twice as likely to convert as speeds of 3-4 seconds.
- 7. How do you know your site is slow? It feels slow Use a stopwatch Synthetic measures • Pingdom, Webpagetest, Gomez Real user monitoring • New Relic, section.io ✓ ✓ ✗ ✗
- 8. Metrics to Measure Performance Visually Complete Fully Loaded Page Load TimeStart Render Time
- 9. < 1 second Start Render Time 2-3 seconds Visually Complete Good website performance looks like…
- 10. • Over 50% of mobile users abandon a site that takes >3 seconds to load • On Black Friday 2016, mobile accounted for 55% of page visits and 36% of total sales. Don’t forget about mobile!
- 11. Little Wins to Improve Magento Site Performance Manage 3rd Party JavaScript on site Image optimization Remove unnecessary CSS code
- 13. • Caching • Use a Content Delivery Network • Varnish Cache recommended for Magento • Upgrade to HTTP/2 • Faster and bonus of improved security • Choose a good hosting provider • Modern hardware, HTTP/2 capabilities, Magento- specific considerations BIGWINS
- 15. Caching: Storing parts of your page on a caching server or CDN so requests don’t need to go back to your website server. Visitor #1 Cache (Empty at this point) Website server
- 16. Caching: Storing parts of your page on a caching server or CDN so requests don’t need to go back to your website server. Visitor #1 Cache Website server
- 17. Visitor #1 Cache Website server Visitor #2
- 18. Visitor #1 Cache Website server Visitor #2 And so on…
- 19. Magento recommends open-source software Varnish Cache for optimal performance. Download and install yourself or connect to a CDN to run for you.
- 20. Content Delivery Network: Servers all over the globe bring content closer to visitors. Website server CDN caches CDN caches Visitor browsers Visitor browsers Visitor browsers
- 21. Case Study: Adore Beauty • Online beauty store • Used in-depth data and New Relic to pinpoint performance issues Improvement
- 22. Results • Viewed 9.4% more product pages • Reached checkout page 15.5% more often • Reached checkout success page 16.5% more often • Resulted in consistently higher revenue
- 23. “We didn’t believe the results at first, so we asked section.io to leave the A/B Testing on for a number of weeks and each week the results came back the same. Their technical expertise is impressive, but more importantly we are impressed with having more money in the bank!” - Kate Morris CEO and Founder Adore Beauty
- 24. What we learned: • What website performance means • How performance impacts revenue • Metrics and programs to measure your performance • Steps to take to improve performance • How caching and Content Delivery Networks impact performance
- 25. Get Started: • Get the section.io Instant Global Cache Extension for Magento 2 at: get.section.io/Magento2 • Contact section.io: sales@section.io, @section.io • Download our guide to improving performance and scalability for Magento: get.section.io/MagentoGuide
Editor's Notes
- Website performance as an umbrella phrase can mean many different things – if your business is focused on upping conversion rate, a website that converts poorly could be considered to be performing badly for your business needs.
- Website performance as an umbrella phrase can mean many different things – if your business is focused on upping conversion rate, a website that converts poorly could be considered to be performing badly for your business needs.
- However, technical definition of “website performance” focuses on one element of websites, speed. Website speed tent. impacts all the other elements of performance - bounce rate, conversion rate, cart size, and even scalability because the faster pages load, the more visitors you can serve at once.
- It’s not just user experience that takes a hit – many studies have proved the impact website speed has on sales. Was on slide: Studies by major ecommerce sites have demonstrated impact of speed on revenue:
- Once you know what metrics to collect, here are some of the tools you can use. There are two main categories to website performance monitoring tools - synthetic, which simulates real visitor behavior, and Real User Monitoring, which captures information on the actual visitors using your site. Synthetic monitoring cannot account for the complexities of how actual visitors see and browse around your site, but for basic website performance tests it gives good metrics. Real user monitoring or RUM is an excellent tool if you can get it, but requires your website to have enough actual visitors to test and often requires buying a specific RUM platform. Synthetic platforms we recommend include WebPageTest and Pingdom. WebPageTest will provide you with the metrics we described in the last slide, and a “waterfall test” that shows what elements are taking the most time to load and which may be delaying other elements from loading. New Relic is an excellent RUM tool that provides advanced monitoring, including server-side statistics and scalability monitoring if you are looking for that level of detail.
- Once you know what metrics to collect, here are some of the tools you can use. There are two main categories to website performance monitoring tools - synthetic, which simulates real visitor behavior, and Real User Monitoring, which captures information on the actual visitors using your site. Synthetic monitoring cannot account for the complexities of how actual visitors see and browse around your site, but for basic website performance tests it gives good metrics. Real user monitoring or RUM is an excellent tool if you can get it, but requires your website to have enough actual visitors to test and often requires buying a specific RUM platform. Synthetic platforms we recommend include WebPageTest and Pingdom. WebPageTest will provide you with the metrics we described in the last slide, and a “waterfall test” that shows what elements are taking the most time to load and which may be delaying other elements from loading. New Relic is an excellent RUM tool that provides advanced monitoring, including server-side statistics and scalability monitoring if you are looking for that level of detail.
- Some recommended goals for your website are -Under 200 ms TTFB -Under 1 second start render -Under 2 seconds visually complete
- Don’t forget about mobile load times – these can be impacted by network speed and mobile OS so it’s important your site itself is as fast as possible. The tips we will lay out next can improve both your desktop and mobile sites.
- Where should you start when improving performance? Here are some easy steps anyone can take -Reduce image sizes and optimize them for web. Even if an image appears smaller due to HTML resizing, the browser will have to load the full image size. Avoid this by sizing images for the max width they will appear on your site. You can also save at a lower quality for many online uses. There are several free online tools that will both resize and compress images for free. -3rd party Plugins such as Google Analytics and other marketing tools can dramatically slow down your site. Regularly review your code and view Waterfall tests to see what javascript plugins are setup on your site and how much they are slowing it down. -Smaller CSS files will load more quickly, so review your CSS code regularly and use a free minifying tool if needed.
- For real performance improvements, you’ll have to implement some of these tips. Some will require a developer to setup however the speed improvements are worth the time and cost of implementation. -Go through this list briefly
- For real performance improvements, you’ll have to implement some of these tips. Some will require a developer to setup however the speed improvements are worth the time and cost of implementation. -Go through this list briefly
- Two major types of caching – Definitions of browser/server caching and how they speed up sites so much Cache hit vs cache miss – aim for highest percentage of cache hit Aim to cache as much content as possible including the HTML document – first piece of information server gives browser to begin speeding up site. This improves the TTFB.
- Two major types of caching – Definitions of browser/server caching and how they speed up sites so much Cache hit vs cache miss – aim for highest percentage of cache hit Aim to cache as much content as possible including the HTML document – first piece of information server gives browser to begin speeding up site. This improves the TTFB.
- Two major types of caching – Definitions of browser/server caching and how they speed up sites so much Cache hit vs cache miss – aim for highest percentage of cache hit Aim to cache as much content as possible including the HTML document – first piece of information server gives browser to begin speeding up site. This improves the TTFB.
- Two major types of caching – Definitions of browser/server caching and how they speed up sites so much Cache hit vs cache miss – aim for highest percentage of cache hit Aim to cache as much content as possible including the HTML document – first piece of information server gives browser to begin speeding up site. This improves the TTFB.
- This could be part of previous slide on caching or just one bullet point if we can fit
- CDNs have different strengths – as a Magento merchant you should look for those that use Varnish Cache
- We performed a test with Adore Beauty, a leading online beauty store in Australia, to prove to them the impact speed would have on revenue.
- Consistently those going through a faster website were shown to view more pages overall, more product pages, bounce less, and reach both checkout and checkout success page more often. We left the tests in place for several weeks to ensure results were real and found the same thing week after week.
- Website performance as an umbrella phrase can mean many different things – if your business is focused on upping conversion rate, a website that converts poorly could be considered to be performing badly for your business needs.