The document emphasizes the critical importance of web performance to customer satisfaction, highlighting that 40% of consumers abandon sites that take too long to load. It discusses the negative impact of slow websites on business revenues and customer loyalty, and the benefits of benchmarking website performance against competitors. The document also announces the 2010 winners of performance excellence awards and outlines best practices for optimizing web performance.

1. Matt Poepsel, VP Performance Strategies,
Compuware
Jonathan Ranger, Gomez Benchmarks Director,
Compuware

2. Agenda
• Why Web Performance Matters
• The Business Case for Benchmarking
• Announcing…the 2010 Winners!
• Winners’ Best Practices

3. Why Does Performance Matter?
Everyone hates waiting.

4. Why Web Performance Matters: Customer
Expectations
40% of Consumers will abandon a site if made to wait
Consumer expectations for how How long consumers will wait for a
quickly a web page should load page to load before abandoning
less than 1 second 5% 1%
less than 1 second
1 second 12% 2%
1 second
2 seconds 30% 10%
2 seconds
3 seconds 36% 27%
3 seconds
More than 4 seconds 17%
More than 4 seconds 60%
0% 10% 20% 30% 40%
0% 20% 40% 60% 80%
• Lost revenues
• Increased costs
• Reduced customer satisfaction
• LOB dissatisfaction with IT
“eCommerce Web Site Performance Today” white paper August 2009

5. Why Web Performance Matters: Customer
Expectations Growing
“What are your expectations
for how quickly a web site
should load?” About online shoppers
seconds
5
4
79 % who experience a dissatisfying visit are
likely to no longer buy from that site
3
2
52% stated that quick page loading is
important to their site loyalty
50%
33
1 reduction who abandoned a recent shopping
% session were dissatisfied with site
0 performance
2006 2009
“eCommerce Web Site Performance Today” white paper August 2009

6. Expectations for Mobile Experience = Web Experience

7. Why Performance Matters: Slow Websites Hurt
Business
Average impact of 1 second delay in response time for Web users
Customer
Page Views Conversions Satisfaction
0%
-2%
-4%
-6%
-8% -7%
-10%
-12% -11%
-14%
• Lost revenues*
-16% • Brand damage
• More support calls -16%
-18%
• Increase costs
• LOB dissatisfaction with IT
*Online business doing $100K/day = $2.5M/year in lost revenue

8. Poor Web/Mobile Performance Hurts Business
Abandonment Rate Across 200+ Web Sites / 177+ Million Page
30
Abandonment Rate
- All Browsers
25
Abandonment Rate (%)
Abandonment Rate
20 - iPhone Safari
15 • Slower pages = higher abandonment
• Reduces revenue
10 • Increases costs
• Damages brand
5
0
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Source: Gomez real user monitoring
Page Load Time Band (sec.)

9. Search Conversion Rate increases 74% when page load
time improves from 8 to 2 seconds
5.85% 74%
3.36%
Source: Gomez real user monitoring

10. How fast is fast enough?

11. Benchmarking Provides Context
Your homepage currently downloads in 5
seconds on average.
How do you feel about that?
Before some recent hardware upgrades, it
downloaded in 7 seconds on average.
Now how do you feel?
Your competitors’ homepages all download in 3
seconds on average.
Now how do you feel?
0 2 4 6 8 Context provides a basis for decision-
making and prioritization.
Homepage Response Time in Seconds

12. How fast is fast enough?
Benchmarking can answer this
• Track performance
against the best and
your competition
• Baseline performance
and track it over time
• Use benchmarks to
measure success for IT
and business
stakeholders

13. And the 2010 winners are…

14. One Web Award
• Website Transaction Benchmark, Home Page from Internet Backbone
on IE, Home Page on Last Mile, Mobile Site Performance
• Banking, Retail
Gold, Silver, Bronze Awards
• Best performance on Transaction or Home Page Benchmark
• All industries
Mobile Leader
• Best performance on home page across top four carrier /
device combinations
• Banking, Retail, Travel
Most Improved
• Average Response Time higher than Benchmark Average
• Most Improved in the second half of 2010 vs. the first half

15. Banking

16. Brokerage

20. Airlines

21. Hotels

24. Winners’ Best Practices

25. A Culture of Performance Excellence
Cooperation Across Disciplines Committed to Evaluation Accept Change

26. Pervasive Strategy with Common Goals
LOB IT
 Top Line Revenue  Cost Containment
 Customer  Site Management
Satisfaction  Quality of Service
Goals
 Profitability
 Impact

27. Analysis In Context
Baseline Investigate Innovate
Continually Assess vs. Baseline

28. Leaders vs. Laggards
Site RT AV
Leader 6.007 99.78
Laggard 24.589 93.70
BMK 15.453 93.54
Site Consistency
Leader < 20% variation
Laggard > 25% variation
BMK ~ 20% variation

29. Last Mile as a Complement to Backbone
Backbone Demographics
• Mirrored machines
• Select browsers
• Consistent ISPs
• 12 select locations
• Strong baselining
Last Mile Demographics
• End user machine
• End user browser
• End user ISP
• End user locations
• Real time end user
comparisons

30. Optimize for your end users’ experience
The Application Delivery Chain
Cloud Customers
Private Public Browsers
Local
Data Center ISP
3rd Party/
Virtual/Physical Environment Cloud Services
DB App Web Load
Mainframe Servers Servers Servers Balancers Major
ISP
Customer/user point of view
Storage
Network Content
Delivery
Networks
Web Mobile WAN
Services Components Optimization Mobile
Carrier
Devices
Employees Employees

31. Significant Performance Differences Across Browsers
Load Time Perceived Render
25
20
15
Seconds
10
5
0
Source: Gomez Real-User Monitoring
Real users around the world 466M pages over 30 days
Broadband 200+ sites

32. Think Mobile
• By end of 2011
Nielsen expects
more smartphones
in U.S. than feature
phones
• Keep the end
users’ experience
in mind
• Don’t sacrifice
speed

33. Benchmarking Best Practices
1. Develop a culture of performance excellence
2. Align business & IT on common goals
3. Baseline, investigate, innovate
4. Optimize for all customers no matter where
they are located
5. Monitor your end users’ experience from
the Last Mile
6. Benchmark across browsers
7. Think Mobile

34. Q&A
Send questions via ‘chat’
Additional Resources
Full Report Mailed to Registrants Free Custom Benchmark
Available on Gomez.com 3/21 http://www.gomez.com/my-benchmark/