Speed: The 'Forgotten' Conversion Factor
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Speed is a critical factor when it comes to converting browsers into buyers but it's often forgotten and other factors prioritised instead. Using real data from UK retailers this talk explores the relationship between speed and conversion
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Speed: The 'Forgotten' Conversion Factor
- 1. Speed: The ‘Forgotten’ Conversion Factor @AndyDavies NCC Group May 2017 https://www.flickr.com/photos/josepina/286052072/
- 2. How we commonly think of conversions… https://www.flickr.com/photos/z0/19814021505
- 3. But in reality ‘conversions’ come in many forms https://www.flickr.com/photos/lb1gb/2579266652
- 4. It’s not just about getting visitors to buy things! - sign ups / subscriptions - completing tasks - clicking on adverts - sharing things - finding a store / restaurant
- 5. Many things affect conversion https://www.flickr.com/photos/nelc/1208393486
- 6. Conversion varies by Landing Page 1 2 3 4 5 6 7 8 9 10 Bounce & Conversion Rate 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Conversion Rate Bounce Rate
- 7. And by device too… iPhone 6/7 iPhone 5/5s iPad iPhone 6/7 Plus Galaxy S6 Galaxy S7 Edge Galaxy S7 Galaxy S6 Edge Galaxy S5 Galaxy A3 Conversion / Bounce Rate 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Conversion Rate Bounce Rate
- 8. ConversionRate 0% 5% 10% 15% 20% Screen Area (‘000 Pixels) 0 1,000 2,000 3,000 4,000 Desktop Mobile Tablet And maybe even by screen size?
- 9. ConversionRate 0% 5% 10% 15% 20% Screen Area (‘000 Pixels) 0 1,000 2,000 3,000 4,000 Desktop Mobile Tablet But revenue can be heavily skewed
- 10. So how does Speed affect Conversion?
- 11. Impressions 0 10,000 20,000 30,000 40,000 50,000 60,000 Page Load Time (s) 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Desktop Mobile Tablet Different visitors have different experiences…
- 12. Impressions 0 10,000 20,000 30,000 40,000 50,000 60,000 Page Load Time (s) 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Desktop Mobile Tablet 50%50% And many of them are having slow ones
- 13. ConversionRate 0% 1% 2% 3% 4% 5% 6% BounceRate 0% 20% 40% 60% 80% 100% Page Load Time (s) 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Bounce Rate Conversion Rate It affects Conversion and Bounce Rates
- 14. ConversionRate 0% 1% 2% 3% 4% 5% 6% BounceRate 0% 20% 40% 60% 80% 100% Page Load Time (s) 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Bounce Rate Conversion Rate It affects Conversion and Bounce Rates Conversion Rate drops by 1% over 3 seconds
- 15. BounceRate 0% 25% 50% 75% 100% Page Load Time (s) 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Desktop Mobile Tablet Of course Bounce Rate varies by device type
- 16. ConversionRates 0% 2% 4% 6% 8% Page Load Time (s) 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Desktop Mobile Tablet As does Conversion Rate too
- 17. BounceRate 0% 25% 50% 75% 100% Page Load Time (s) 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Site 1 Site 2 Site 3 Every site has a different Bounce Rate profile
- 18. ConversionRate 0% 2.5% 5% 7.5% 10% Page Load Time (s) 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Site 1 Site 3 Site 4 And yup… Conversion Rate curves vary between sites too Lower end of range can be very noisy
- 19. ‘OK, I’m convinced but…’
- 20. How do I convince everyone else? https://www.flickr.com/photos/text100/8265351472
- 21. Case studies are a great place to start https://wpostats.com
- 22. But there’s nothing better than having something made to measure https://www.flickr.com/photos/fronx/2862975043
- 23. Interlude
- 28. Wait… they changed all four wheels? https://www.flickr.com/photos/cellardoorfilms/7620375702
- 29. Response Time in Man-computer Conversational Transactions Robert B. Miller, 1968 Instant Seamless Yawn! 100ms 1s 10s
- 30. So yes, our attention span is shorted than a goldfish https://www.flickr.com/photos/watts_photos/23124797946
- 31. Working? Useful? Usable? What are we thinking when a page is loading?
- 32. Focus on reducing Time to Useful and Useable… Becoming useful Becoming usable What’s happening here?
- 33. Small changes… can make a big difference! https://www.flickr.com/photos/genevieve719/10110046076
- 41. Use the Platform
- 42. Test on realistic devices
- 43. Understand the critical path https://www.flickr.com/photos/dno1967b/8347363864
- 44. How much is 150ms improvement worth? (was 300ms on Android)