Performance matters! 7 practical performance items every marketeer should care about and can measure, analyse and improve....Stay in control!

1. 1 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

2. ……Customers expect more and want it faster
!

3. Evolving Customer Experience!
1999 8 sec
2006 4 sec.
2009 2 sec.
2012 ?
2 4 6 8
Source: Forrester Consulting, 2009

4. Page abandonment per second delay!
40%
38%
33%
30%
25%
Page Abandonment
% Increase in
20%
10% 8%
0%
2 to 4 2 to 6 2 to 8 2 to 10
seconds seconds seconds seconds
Change in Page Response Time
Source: Gomez, Aberdeen Group 2009

5. Tying performance to conversion:!
Web Performance Analytics !

6. Online Success requires a complete picture!
IT
Opera)ons:
? Web
Analy)cs:

System
Management

Conversion

CPU,
Memory

Pageviews

Quality
of
Service

Visitors

7. Online Success requires a complete picture!
IT
Opera)ons:
Web
Analy)cs:

System
Management

Conversion

CPU,
Memory

Pageviews

Quality
of
Service

Visitors
Web
Performance
Analy)cs:

Assess
impact
of
performance
on
user
behaviour

Tie
customer
sa@sfac@on
to
quality
of
delivery

Quan@fy
revenue
risked

8. 7 performance questions for Marketeers!

9. How fast is fast enough?"

10. ABN Amro 1.81
sec
Bijenkorf 0.76
sec
D-reizen 1.79
sec
Alex 3.43
sec
Bol.com 1.20
sec
Neckermann 0.61
sec
ING 0.86
sec
Hema 1.19
sec
NS 0.86
sec
Rabobank 1.42
sec
Mediamarkt 2.39
sec
Sunweb 0.39
sec
SNS Reaal 1.64
sec
TomTom 1.46
sec
Vliegwinkel 5.04
sec

11. ABN Amro 1.81
sec
Bijenkorf 0.76
sec
D-reizen 1.79
sec
Alex 3.43
sec
Bol.com 1.20
sec
Neckermann 0.61
sec
ING 0.86
sec
Hema 1.19
sec
NS 0.86
sec
Rabobank 1.42
sec
Mediamarkt 2.39
sec
Sunweb 0.39
sec
SNS Reaal 1.64
sec
TomTom 1.46
sec
Vliegwinkel 5.04
sec

12. Retail 2.31
sec
Average speed per sector,
Finance 3.30
sec
Gomez Benchmark 2009
Travel 3.55
sec
ABN Amro 1.81
sec
Bijenkorf 0.76
sec
D-reizen 1.79
sec
Alex 3.43
sec
Bol.com 1.20
sec
Neckermann 0.61
sec
ING 0.86
sec
Hema 1.19
sec
NS 0.86
sec
Rabobank 1.42
sec
Mediamarkt 2.39
sec
Sunweb 0.39
sec
SNS Reaal 1.64
sec
TomTom 1.46
sec
Vliegwinkel 5.04
sec

13. Retail 2.31
sec
Average speed per sector,
Finance 3.30
sec
Gomez Benchmark 2009
Travel 3.55
sec
ABN Amro 1.81
sec
Bijenkorf 0.76
sec
D-reizen 1.79
sec
Alex 3.43
sec
Bol.com 1.20
sec
Neckermann 0.61
sec
ING 0.86
sec
Hema 1.19
sec
NS 0.86
sec
Rabobank 1.42
sec
Mediamarkt 2.39
sec
Sunweb 0.39
sec
SNS Reaal 1.64
sec
TomTom 1.46
sec
Vliegwinkel 5.04
sec

14. Performance by region"

16. The userʼs distance from the content matters!

17.
6.54
sec
4.89
sec
4.07
sec
5.49
sec
6.09
sec
7.19
sec

18. Forrester
research
shows
that
over
40%
of
consumers
will
wait
no
more
than
3
seconds
for
a
Web
page
to
load
before
clicking
away
to
a
compe@tor
6.54
sec
4.89
sec
4.07
sec
5.49
sec
6.09
sec
7.19
sec

19. Weʼre getting mobile!

20. 58%
of
mobile
phone
users
expect
websites
to
load
as
quickly,
almost
as
quickly
or
faster
on
their
mobile
phone,
compared
to
the
computer
they
use
at
home
Among adults who accessed the internet with a mobile phone in the past 12 months, Gomez Mobile Web Experience Survey

21. desktop
1.94
sec
Iphone

22. desktop
1.94
sec
15.60
sec
Iphone

23. desktop
1.17
sec
20.19
sec
http://m.nu.nl
4.64
sec

25. Performance differs per browser
!

26. Raw page load time!

27. 0.95
sec
1.82
sec
1.00
sec
1.19
sec
2.637
sec
2.59
sec

28. Availability & performance issues can also be browser specific

29. Assembly within the browser: it all has to work
"

31. ?

32. ?

33. Congestion"

34. Watch out for Peak Traffic!!

35. Watch out for Peak Traffic!!

36. Real User Experience
"

40. Conclusion: Bottlenecks are everywhere"

41. 7 performance questions for Marketeers!
How
fast
is
fast
enough?
How
is
my
performance
by
region
Impact
of
Mobile
Performance
The
Browser
Experience
3d
Party
Performance
Are
we
ready
for
peak
traffic?
Real
User
Experience

42. Thanks! More questions?
M: jtjepkema@measureworks.nl
T: @jeroentjepkema
W: www.measureworks.nl