You’ve seen it before: The blank stares, crossed arms, and furtive glances at cell phones. The creative who doesn’t understand why their 3MB banner image is driving away mobile users. The product manager who doesn’t think four different versions of JQuery on the site is all that bad. The VP who can’t be bothered about page load times because of unclear ROI. Why won’t these people listen? Because they don’t speak our language and, too often, we don’t speak theirs either. In this talk, we will explore ways to analyze and present performance data in ways that people outside of the Velocity tribe can understand and act on.

1. How to win arguments
With web performance data
Buddy Brewer
@bbrewer

2. I’m a salesman.
WARNING

5. May 29, 2015
1.Engage competitive nature
2.Estimate ROI: Carrot version
3.Estimate ROI: Stick version
4.Show impact to brand
5.Leverage outside “expert” influences

6. May 29, 2015
1.Engage competitive nature
2.Estimate ROI: Carrot version
3.Estimate ROI: Stick version
4.Show impact to brand
5.Leverage outside “expert” influences

7. “There is no doubt about precisely when folks began
racing each other in automobiles. It was the day they
built the second automobile.”
Richard Petty

8. May 29, 2015
http://www.webpagetest.org/video/

9. May 29, 2015

10. May 29, 2015
http://www.webpagetest.org/video/

12. May 29, 2015
1.Engage competitive nature
2.Estimate ROI: Carrot version
3.Estimate ROI: Stick version
4.Show impact to brand
5.Leverage outside “expert” influences

13. Average case: 6 pages
Best case: 8 pages
Visits: 100M
eCPM: $10
Median load time: 4.0 sec
Best case: 3.3 sec

14. (8 pages - 6 pages) * 100M * 4 ads / 1K * $10 CPM = $8M

15. 700 ms = $8M

16. May 29, 2015
1.Engage competitive nature
2.Estimate ROI: Carrot version
3.Estimate ROI: Stick version
4.Show impact to brand
5.Leverage outside “expert” influences

17. Current Conversion Rate: 2.7%
Current Page Load Time: 3.0 sec
Visits: 25M
AOV: $100

18. 4.12 sec
2.7%
3.0 sec
4.9%

19. (4.9% - 2.7%) * 25M * $100 = $54M

20. 1 sec = $54M

21. $

22. May 29, 2015
1.Engage competitive nature
2.Estimate ROI: Carrot version
3.Estimate ROI: Stick version
4.Show impact to brand
5.Leverage outside “expert” influences

25. May 29, 2015
1.Engage competitive nature
2.Estimate ROI: Carrot version
3.Estimate ROI: Stick version
4.Show impact to brand
5.Leverage outside “expert” influences

26. May 29, 2015
44%Consumers say slow
transactions make them
anxious about transaction success.

27. May 29, 2015
51%Consumers say slowness
is the top reason they would
abandon a purchase online.

28. May 29, 2015
http://blog.radware.com/applicationdelivery/applicationaccelerationoptimization/2014/01/55-web-performance-stats-youll-want-to-know/

29. May 29, 2015
1.Engage competitive nature
2.Estimate ROI: Carrot version
3.Estimate ROI: Stick version
4.Show impact to brand
5.Leverage outside “expert” influences

30. See SOASTA at booth #801