The document discusses website performance optimization in the context of mobile and social media, emphasizing the importance of user experience, particularly page load times. Key statistics indicate that a significant percentage of users leave websites due to slow load times, which can affect conversion rates. It highlights the role of deep linking and efficient content delivery in improving user engagement and site performance.

1. C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V
Optimizing Website Performance in the Age of Mobile and
Social

2. C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V
LIZ LYNCH
PARTNER MARKETING SPECIALIST
@lizlynch
YOUR PRESENTERS
ARI WEIL
VP MARKETING & BD
@aweil

3. C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V
TODAY, EVERYTHING IS ABOUT THE END USER

4. C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V
THERE ARE LOADS OF PRODUCTS TO HELP UNDERSTAND & DRIVE BEHAVIOR
4

5. C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V
APPLICATION
LATENCY
INFRASTRUCTURE
LATENCY
66%
expect page load in
4
SECONDS
3 SEC
57%
leave after
46%
NEVER RETURN
after a bad experience
WEBPERF: THE 4 SECONDS SYNDROME
85%
leave after
5 SEC
Title First Content Above the Fold Complete200
milliseconds
Your Website
DESKTOP + MOBILE
industry average
desktop page load
5.3 SEC
industry average
mobile page load
8.2 SEC
Start
Sources KISSMetrics, Akamai, SOAST

6. C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V
WHAT USERS SEE WHEN THEY COME TO A HOME PAGE
I THINK THE CONTENT I
WANT IS BACK HERE
SOMEWHERE…

7. C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V
Navigating directly to relevant content
improves the perception of speed for users
WHY?
They’re interested in the content.
ONE SOLUTION: DEEP LINKING

8. C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V
HINT: YOU’RE ALREADY DOING IT

9. C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V
THIS MIGHT LOOK FAMILIAR TO SOME OF YOU

10. C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V
DEEP LINKING WORKS ON ANY DEVICE, ANY TYPE OF APP

11. C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V
• What you tell yourself: ALL OF THEM
• In reality, typically two types:
– Homepage
– Landing page
• And how does that help/hurt you?
– Site authority
– Relevancy
– Visibility
WHICH PAGES DO YOU OPTIMIZE FOR PERFORMANCE?

12. C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V
HOW MARKETING BUDGETS ARE ALLOCATED: 2015

13. C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V
A QUESTION: HOW OFTEN DO YOU PUSH NEW CONTENT TO YOUR SITE?

14. C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V
A TEST: HOW MANY INBOUND LINKS COME TO INTERNAL PAGES?
WHERE ARE YOU SENDING USERS
&
WHERE ARE THEY CHOOSING TO GO?

15. C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V
HOW ARE YOU KEEPING IT ALL OPTIMIZED?

16. C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V
APPLICATION
LATENCY
INFRASTRUCTURE
LATENCY
66%
expect page load in
4
SECONDS
START
RENDER
time
47%
improvement in
20%
Improvement in
CONVERSION
RATE
4 SECONDS SYNDROME: HOW LATENCY IMPACTS USER BEHAVIOR
73%
longer
SESSION
DURATION
Title First Content Above the Fold Complete200
milliseconds
Your Website
DESKTOP + MOBILE
OPTIMIZE & MANAGE USER EXPERIENCE FROM END TO
END
Start
DNS RESOLUTION
SERVER CONNECTION
SERVER WAIT
CONTENT DOWNLOADED
SMARTER
CACHING
COMPREHENSIVE CONTENT
ORCHESTRATION
FEEDBAC
K
LOOP
USER
CONTEXT
CONTENT
DELIVERY
Sources KISSMetrics, Akamai, SOAST

17. C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V
CASE STUDY:
20% Time to Display
10% Mobile Conversions
3.4
%
Tablet Conversions
INCUMBENT Akamai (DSA and ION Premier)
PAIN Application latency and disappointing conversion rates
UTILIZING AdaptiveCDNTM, InstantONTM and AppSequencingTM

18. C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V
VALIDATED BUSINESS IMPACT
ENDORSED BY INDEPENDENT 3RD PARTY
Yottaa

19. C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V
THANK YOU!