In this session at IRCE 2016, Joseph Paulling from Fanatics.com and Senior Researcher at SOASTA, Tammy Everts, talked about how Fanatics made their median page load 2 seconds faster and almost doubled mobile conversions.

1. The Small Things That Add Up
How to Find out What Design Factors Influence Conversions

2. Joseph Paulling Tammy Everts
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3. Web performance
is user experience

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Source: Akamai#IRCE16

6. Source: Akamai#IRCE16

7. Lenny Rachitsky, Product Manager
“Downtime is better for a B2C
web service than slowness.
Slowness makes you hate using
the service. Downtime you just
try again later.”
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8. Web performance
is ecommerce success

9. Every 1 second of load time improvement
equals a 2% conversion rate increase for
Walmart.com
Staples.com shaves 1 second from median
load time, improves conversion rate by 10%
Intuit cuts load times by more than half,
increases conversions by 14%
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10. Lara Hogan, Senior Engineering Manager
“We ran this experiment on mobile web
where we added 160 kilobytes of hidden images,
meaning the user saw nothing different.
We just dumped a bunch of hidden images onto the
page and increased page weight by 160 kilobytes.
It triggered a 12% increase in bounce rate.
Insane. Twelve percent is a lot of percent.”
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fast
slow
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14. Web performance
at Fanatics

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2-second improvement
in median page load time
almost doubled mobile conversions
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23 May 2015 22 June 2015
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front-end load time
back-end load time
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21. Issue #1
Image quality and
compression
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Average website

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Fanatics

24. Issue #2
Image sprite
blocking page load
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Reformat
Resize
Compress
Defer/lazy load
Cache
More image
optimization solutions

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28. Issue #3
Unoptimized
CSS and JavaScript
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Consolidate page resources
Make sure stylesheets are in the
document HEAD
Optimize web fonts
Optimize pop-up scripts
Monitor third parties
More optimization
solutions

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http://www.webpagetest.org/

32. Takeaways

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1 User expectations and behavior are
always changing
2 Performance issues are unpredictable
3 You can’t know what you don’t measure
4 Solutions can create new problems
5 Grab the low-hanging fruit: optimize your
images
6 Even small performance improvements
can make a big difference
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34. Thanks!
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