The document discusses the importance of site speed as a consumer benefit, detailing common issues caused by third-party tags that can slow down performance. It provides examples of how optimizing site speed can significantly improve conversion metrics and the rationale for focusing on user experience. The author emphasizes the need for businesses to identify controllable factors, measure their impact, and build a case for addressing site speed issues to enhance overall performance and user satisfaction.

1. The business of site speed: Speed as a consumer benefit.Jeremiah Wilson

2. Why are third party tags killing my site?2

3. Third Party Freak Out…IT’S NOT!!!3

4. Pushing Over The TopSlow4

5. Pushing Over The TopThird PartySlow5

6. Pushing Over The TopThird PartySlowLegacy6

7. Speed: Notjust the front endData AggregationData StorageData Organization/ExtractionDisplayCSS, HTML, I-Frames etc.3rd party JS7

8. Common Site Speed FocusData AggregationData StorageData Organization/ExtractionDisplay20%80%8

9. Most Site Speed ProblemsData AggregationData StorageData Organization/ExtractionDisplay80%20%9

10. AgendaExample of speed increase and its impact to conversion metricsBusiness case generation for speed improvements10

11. Who Am I?Involved in Interactive and Online businesses for the past 6 years.Worked as a DBA, QA all the way up to Product Management.2 years as a SEO manager at Classified Ventures.Now a Product Manager at Cars.com11

12. What I Am Not…DeveloperSite Operations ManagerKeynote Expert12

13. Example: How I Backed Into Caring About Site SpeedEarly 2009 –Google announced site speed as part of their ranking factorsLate 2009 – Reduced total site rendering time by half at HomeFinder.comResult –Not only did our SEO numbers increase, but all other site conversion metrics skyrocketed.13

14. What We Did…4 month project to completely rewrite the search application from JS to PHPAddition of SOLR to help organize our dataEliminated outdated and cumbersome business logic14

15. HomeFinder.com Results14.77% increase in page-views per visit7.40% decrease in bounce rate10.40% increase in leads15

16. Speed Impact ThemesGoogle states that 3 seconds is the threshold where users start to become frustratedIf your site is significantly above the 2-3 second threshold (1.5-2 seconds above)If you can bring the rendering time down to the 2-3 second markBudget for a double digit increase in the page’s key conversion metricBudget that the increase decreases by half over time, but levels and stays steady after that16

17. SummaryFirst optimize the parts you can controlSingle out and measure the elements that you can’t controlDo what you can to optimize what you can’t control, but don’t go overboardBuild the business case about revenue lost due to the degradation in site speedValue of timeoutsValue of consumers that abandonAlways tell the truth. Don’t alter numbers or measurements to make the company look better.17

18. 18Keynote Systems – Internet Retailer Conference
June 2011Ben Rushlo, Director
Keynote Consultingben.rushlo@keynote.com

19. BackgroundPerformance management with the user experience in mindOptimize only what impacts the customerWork with some of the largest retailers in the world ongoingBest Buy, Wal-Mart, Sears, Puma, Lacoste etc.Provide ongoing tactical and strategic recommendations for improvementWhat is really causing my site to be slow?How do I compete in China?How do I mediate between internal groups who all seem to blame each other for site quality issues?How do I create a culture-changing performance management process?19

20. Background – The Complex World Of Performance Management20©2011 Keynote Systems

21. Common Retail Site Performance Issues - By Page TypeMarketing PagesFront end delay is the most significantPage construction/designClient/browser processingThird parties – Tracking: ads, media tracking, analytics Third parties – Partners: provide product images/zoom Transactional PagesBack-end delay much more significantPage construction/design is important but not typically the core issueThird parties – Partners: payment, web services, etc.Third party – Tracking: still plays a role21

22. Tag Example22

23. Third Party Integration – Strategy for SuccessTags/TrackingPre-deployment testingUnderstand capacityPush down at all costsUse simple tags and framework Audit periodicallyTrack and manage ongoingPartners/Content ProvidersPre-deployment testingSet standards (SLA) equivalent (to your own)Track and manage ongoing23

24. Complementary Analysis Browser and Purchase process on your site2 weeks of measurementCustom analysisDiagnosis of core issuesEmail me – ben.rushlo@keynote.comCall me – 623.547.7068See me after (buy me a drink?)24

25. Sourceshttp://en.wikipedia.org/wiki/Lazy_loadinghttp://blog.mozilla.com/metrics/category/website-optimization/http://technology.edmunds.com/Mountain photo: Mountain of chinaFor Clackamore and the Waste Mountain thread www.flickr.com/groups/wpcgallery/discuss/72157602602986336/Raw image for recycling : )