Uploaded byMeasureWorks
MeasureWorks - 5 insights for speed(y) experiments
The document analyzes the user experience and conversion optimization related to website performance, highlighting the average page load times, user behavior regarding delays, and the impact of speed on customer engagement. It presents data on the performance of major e-commerce websites, revealing that a significant portion of them are slower than the ideal threshold, leading to higher bounce rates. Recommendations for improving website speed and user experience are also provided, emphasizing the importance of perceived value and effective navigation.
MeasureWorks - 5 insights for speed(y) experiments
- 1. User Experience vs.Conversion Optimization @jeroentjepkema Shoppingtoday 2014
- 2. Twinkle100: How fastare we?
- 3. 1,49Mb average pagesize Twinkle100 data collected with webpagetest.org with Chrome, IE11, Firefox & Safari (10Mbs down/1,5Mbs up) 4.59s average page load time 130 requests on average 86% slower than 3 sec. Desktop Performance
- 4. 1,2Mb average pagesize 4.27s via wifi 8.57s via 3G Mobile Performance 41% of Twinkle100 have optimized site Twinkle100 data colelcted with webpagetest.org on both Android & iPhone (WiFi (10Mbs down/1,5Mbs up) & 3G (2000Kbps Down, 764Kbps Up))
- 5. Year over yearperformance (baseline = 2011) -3% 25% 3% 5% 30% 17% 10% Data collected with webpagetest.org on Crome, Firefox, IE11, Android & iPhone (WiFi (10Mbs down/1,5Mbs up) & 3G (2000Kbps Down, 764Kbps Up)) 8% 4% 2012 2013 2014 2012 2013 2014 2012 2013 2014 0 Avg. Speed Avg. Size Avg. # Request
- 6. Retail100 Travel30 RankBrand Speed 1 Autobandencollectief 1,35 2 Worldticketshop 1,75 3 NRClux 2,29 4 Kinderkleding-tekoop 2,30 5 Toplenzen.nl 2,46 Average 4,69 96 Score.nl 7,27 97 Vente Exclusive 7,35 98 Ticketmaster 7,74 99 Jack&Jones 7.97 100 Blokker 8.30 Rank Brand Speed 1 Sunweb 2,31 2 Sunnycars 2,64 3 Elmarreizen 3,49 4 Bizztravel 3,72 5 DeJongintra 3,80 Average 5,49 96 D-reizen 7,17 97 Roompot 7,54 98 Centerparcs 7,71 99 Stedentrips.nl 8,24 100 Travelbird 11,35
- 7. Why is thisimportant?
- 15. “Both offline andonline consumers associate long wait times with poor customer service”
- 16. Click away slidePerformance tolerance
- 17. Complaints Top 5topics 21% 6% 41% 32% Delivery Ordering UX Other Downtime Mobile Speed Login Forms 5% 6% 21% 19% 36% Research from MeasureWorks, Social and More & Obi4Wan. Social mentions collected about Twinkle100 webshops only between March 1 - August 31 2014
- 18. 40 30 20 10 0 0.00 2.00 4.00 6.00 8.00 10.00 12.00 14.00 16.00 18.00 20.00 22.00 24.00 Time of day (hours) # of tweets) Complaints per branche/day Retail100 Travel30 Research from MeasureWorks, Social and More & Obi4Wan. Social mentions collected about Twinkle100 webshops only between March 1 - August 31 2014
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- 20. Online users oftenlack context for delays...
- 21. ...and see noother option than to click away
- 22. User Experience vs.Conversion
- 23. 100 90 80 70 60 50 40 30 20 10 0 Bouncerate per pagetype/session 0 1 2 3 4 5 6 7 8 9 10 Bouncerate (%) Page load time (sec.) Median Campaign Product search Real User Monitoring data collected by MeasureWorks for several eCommerce webshops, anonymized and grouped per pagetype
- 24. 100 90 80 70 60 50 40 30 20 10 0 Bouncerate per pagetype/session 0 1 2 3 4 5 6 7 8 9 10 Bouncerate (%) Page load time (sec.) Median Campaign Product search Real User Monitoring data collected by MeasureWorks for several eCommerce webshops, anonymized and grouped per pagetype
- 25. Back in asecond....
- 26. Navigate Payment HomeProduct/ Search Detail Basket Details Payment Thank you
- 27. Navigate Payment HomeProduct/ Search Detail Basket Details Payment Thank you Detail Detail Product Detail Product Product
- 28. Navigate Payment HomeProduct/ Search Detail Basket Details Payment Thank you Detail Detail Product Detail Product Product “Make the return feel fast enough to stimulate pageviews”
- 29. “Speed is atit’s best when it creates the feeling that you don’t have to work to achieve your goal”
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- 31. 0 0,5 1,53 10 What happens in a page view? Source: Jakob Nielsen
- 32. Visual confirmation 00,5 1,5 3 10 What happens in a page view? Source: Jakob Nielsen
- 33. Visual confirmation Understand Navigation 0 0,5 1,5 3 10 What happens in a page view? Source: Jakob Nielsen
- 34. Visual confirmation Understand Navigation Relevant Content? 0 0,5 1,5 3 10 What happens in a page view? Source: Jakob Nielsen
- 35. Visual confirmation Understand Navigation Relevant Content? Bye Bye! 0 0,5 1,5 3 10 What happens in a page view? Source: Jakob Nielsen
- 36. Purpose vs. Context Standing in line for iPhone6 launch - London 2014
- 37. 5 insights forspeed(y) experiments
- 38. 1. Speed-up yourperception
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- 43. Fast response =Fast Experience
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- 45. “The faster youcan visualize your priority content, the more engaged your visitors will become”
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- 47. Navigate Payment HomeProduct/ Search Detail Basket Details Payment Thank you Detail Detail Product Detail Product Product
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- 49. Navigate Payment HomeProduct/ Search Detail Basket Details Payment Thank you 4 3 2 1 0 Home Product Detail Basket Details Payment Thank you Start Render Document Complete Tolerance Speed (sec.)
- 50. People prefer towait for up to a minute to get what they want from an app rather than get it instantly – if, and it’s an important if, they believe the app is working The kayak effect: http://bit.ly/UgTneD for them
- 51. Show effort, providespecific feedback, build trust
- 52. Navigate Payment Product/ Search Payment Home Detail Basket Details Thank you 4 3 2 1 0 Home Product Detail Basket Details Payment Thank you Start Render Document Complete Tolerance Speed (sec.)
- 53. 3. Do Ineed that carousel?
- 56. 83% of allTwinkle100 sites loads menu before content...
- 57. < Call toaction > Item 1 Item 2 Item 3 Item 4 Descriptive labels What’s on next page? Designing your carousel Arrows for navigation confirmation
- 58. Loading your carousel < Call to action > Item 1 Item 2 Item 3 Item 4 Descriptive labels Call to action first Load other items seperately, in the background Load only primary image second
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- 60. Performance influence cycle Daily surfing Search/Orientation phase 1 Perception of experience http://benchmark.twinkle100.nl
- 61. Delivered experience 3 Your website 5 2 Stimulate content/ conversion 4 Performance influence cycle Daily surfing Search/Orientation phase 1 Perception of experience http://benchmark.twinkle100.nl
- 62. Don’t interrupt theflow...
- 63. Homepage Search Product overview Product Detail Basket
- 64. Homepage Search Product overview Product Detail Basket
- 65. Homepage Search Product overview Product Detail Basket First navigation (1-2 sec.) Consistent navigation (0,5-1 sec.) Renew your navigation (1-2 sec.) renew your navigation (1-2 sec.)
- 66. Consistent, simple &recognizable navigation
- 68. 5. Let thedevice work...
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- 75. Good Design + Fast Experience = Great User Experience
- 76. Paint your #UXcanvas
- 77. 3 (user experience)design questions to ask...
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- 82. Homepage Above thefold Below the fold Logo Menu Carousel Tekst 1 Tekst 2 Tekst 3 Advert 1 Advert 2 Advert 3 1 Top 10 Nieuw Overig 3 2 4 4 4 Logo Menu Banner(s) 2 3 Advert 1 Tekst 1 Tekst 2 Content Advert 3 1 Top 10 1 5 5 Advert 3 Advert 2 Advert 3 Advert 3 Advert 2 Advert 3 Advert 3 Top 10 5 2 2 Eerder bekeken Product beschrijving Logo 1 Menu Product images 1 2 3 Tekst 1 Tekst 2 Ook gekocht 1 Ook gekocht 2 Ook gekocht 3 4 5 Eerder bekeken Eerder bekeken Product Overview Product detail
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- 84. Bol.com: Speed vs.Engagement per month Data presented by MeasureWorks at Velocity Conference London 2013: http://bit.ly/MW-VEUrum 100 87,5 75 62,5 50 37,5 25 12,5 0 0-0,5 0,5-1 1-1,5 1,5-2 2-2,5 2,5-3 3-3,5 3,5-4 4-5 5-6 6-7 7-8 8-9 9-10 >10 Non-Bounce rate (%) Categorienaam Pageviews (#) Bouncerate # Pageviews
- 85. 100 87,5 75 62,5 50 37,5 25 12,5 0 Bol.com: Speed vs. Engagement per month 0-0,5 0,5-1 1-1,5 1,5-2 2-2,5 2,5-3 3-3,5 3,5-4 4-5 5-6 6-7 7-8 8-9 9-10 >10 Non-Bounce rate (%) Categorienaam Pageviews (#) Bouncerate # Pageviews Non-Bounce Mobile LD50: 4.85 sec. Baseline: 2,7 sec. Poverty Line: 10,6 sec. Data presented by MeasureWorks at Velocity Conference London 2013: http://bit.ly/MW-VEUrum
- 86. Metrics to targetfor: Perception Actionable Flow Time to first paint 0.5 - 1 sec. Time to interact: 1-3 sec Variation < 20% between pages
- 87. Deliver before it turns green!
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- 89. View slides: bit.ly/MW-shopping14 Thanks! More questions? M: jtjepkema@measureworks.nl T: @jeroentjepkema W: www.measureworks.nl