Voor het tweede jaar hebben Twinkle en MeasureWorks samen onderzoek gedaan naar de web performance – zoals ervaren door de eindgebruikers – van de Twinkle100 en travel 30 websites. In dit rapport vind je meer informatie over de verschillende componenten die de snelheid van een website bepalen, zoals de pagina grootte, aantal objecten en 3rd party content.
5 worst website mistakes - 5 best website recommendationsChris Garner
This was presented at the iMedia 2012 brand summit in Austalia. If you would like to get the audio for this presentation, please share it on linkedin, twitter or facebook and I will add it.
Improving Website Conversion for Profit -
3 local Case Studies with proven methodologies
Chris Garner,
Media Director -
Affiliate and Search,
dgm
MeasureWorks - Design for Fast Experiences (Startup session).keyMeasureWorks
Slides from my session at StartupBootcamp Smart City & Living program... You never get a second chance to make a first impression. The same goes for online, where the decision to bounce is often made in the first 2 seconds, and Google will lower your ranking if your site is too slow... This talks is about why startups should care about speed when building product, how to improve design with speed and how to measure & optimize speed and beat the (corporate) competition...
This whitepaper describes the challenges in attracting and retaining brand loyalty online, and presents solutions that can be affordably implemented today by any online retailer.
ES6Katas.org - an introduction and the story behindwolframkriesing
We at uxebu created ES6Katas.org. Our TDD background made it feel natural to explore the new language features using katas. So we developed some katas, so others can do too. I will show you why TDDBin was an essential part of it and how you can have fun with it and learn while doing so.
5 worst website mistakes - 5 best website recommendationsChris Garner
This was presented at the iMedia 2012 brand summit in Austalia. If you would like to get the audio for this presentation, please share it on linkedin, twitter or facebook and I will add it.
Improving Website Conversion for Profit -
3 local Case Studies with proven methodologies
Chris Garner,
Media Director -
Affiliate and Search,
dgm
MeasureWorks - Design for Fast Experiences (Startup session).keyMeasureWorks
Slides from my session at StartupBootcamp Smart City & Living program... You never get a second chance to make a first impression. The same goes for online, where the decision to bounce is often made in the first 2 seconds, and Google will lower your ranking if your site is too slow... This talks is about why startups should care about speed when building product, how to improve design with speed and how to measure & optimize speed and beat the (corporate) competition...
This whitepaper describes the challenges in attracting and retaining brand loyalty online, and presents solutions that can be affordably implemented today by any online retailer.
ES6Katas.org - an introduction and the story behindwolframkriesing
We at uxebu created ES6Katas.org. Our TDD background made it feel natural to explore the new language features using katas. So we developed some katas, so others can do too. I will show you why TDDBin was an essential part of it and how you can have fun with it and learn while doing so.
A presentation given by our director if design, Sarah Drummond on using design and service design to bring ideas to life, ready for investment.
This presentation was delivered alongside Peter Ashe (NHS) and Gillian Easson (Nesta)
B2B Internetagentur Muenchen COCO new mediaMartin Bauer
Agenturpräsentation der Internetagentur COCO new media aus München
Full Service B2B Internet-Dienstleistungen
Mehr als 19 Jahre Erfahrungen - über 800 Projekte mit Referenzen aus zahlreichen Branchen
Große Leidenschaft für alles, was mit Internet zu tun hat:
Internetstrategie, Website-Konzeption, Beratung, Consulting, Informationsarchitektur, Workshops, Personas, Usability, Benchmarking, Corporate Design, Webdesign, Bildsprache, Webfonts, Wireframes, Webprogrammierung, php, CMS, Typo3, Drupal, Wordpress, Blogs, Contentstrategie, Storytelling, Onlinemarketing, SEO, SEM, Social Marketing, Web Analytics
Mehr Informationen finden Sie unter www.coco-new-media.de
Wir freuen uns auf Ihre Kontaktaufnahme!
Je ziet ze momenteel als paddenstoelen uit de grond schieten; de ‘LIKE’ button van Facebook. Het is één van de vele mogelijkheden van verschillende social networks, Facebook voorop, om connected functionaliteit naar andere websites te halen.
- English version follows.
Social media is a hype and advertising sucks. Nicole Sanberg
Social media is a hype and advertising sucks.
(or how social media is changing brand communication)
This is a talk I gave at the Piet Zwart Institute in Rotterdam last April about social media and advertising.
A presentation Sarah Drummond gave at Community Engagement 2013 on social media and finding your purpose using design thinking and how we should be thinking about digital, not just social media.
Typography for frontend developers: Asian languagesRoman Prudnikov
A talk about some unpredictable things in Asian languages you might not know but you have to and some practical usage in HTML/CSS.
There is a video from this talk in Russia at Yandex's "FrontTalks":
https://www.youtube.com/watch?v=9YQzHmIVYag
http://fronttalks.ru/
Cognifide's Campaign as a Service provides a fully featured Marketing Technology Platform, managed in the cloud, on a pay-per-use basis, backed up by the expertise to deliver and optimise campaigns with confidence.
State of play fintech webdesign 2016 - Conversion Rate OptimisationPaul Sullivan
This report looks at the trends within Fintech at how good company websites are technically but also how they approach conversion rate optimisation.
Discover the trends that will surely surprise many of you and raise questions for businesses in any sector around how well your website is built for conversion.
A presentation given by our director if design, Sarah Drummond on using design and service design to bring ideas to life, ready for investment.
This presentation was delivered alongside Peter Ashe (NHS) and Gillian Easson (Nesta)
B2B Internetagentur Muenchen COCO new mediaMartin Bauer
Agenturpräsentation der Internetagentur COCO new media aus München
Full Service B2B Internet-Dienstleistungen
Mehr als 19 Jahre Erfahrungen - über 800 Projekte mit Referenzen aus zahlreichen Branchen
Große Leidenschaft für alles, was mit Internet zu tun hat:
Internetstrategie, Website-Konzeption, Beratung, Consulting, Informationsarchitektur, Workshops, Personas, Usability, Benchmarking, Corporate Design, Webdesign, Bildsprache, Webfonts, Wireframes, Webprogrammierung, php, CMS, Typo3, Drupal, Wordpress, Blogs, Contentstrategie, Storytelling, Onlinemarketing, SEO, SEM, Social Marketing, Web Analytics
Mehr Informationen finden Sie unter www.coco-new-media.de
Wir freuen uns auf Ihre Kontaktaufnahme!
Je ziet ze momenteel als paddenstoelen uit de grond schieten; de ‘LIKE’ button van Facebook. Het is één van de vele mogelijkheden van verschillende social networks, Facebook voorop, om connected functionaliteit naar andere websites te halen.
- English version follows.
Social media is a hype and advertising sucks. Nicole Sanberg
Social media is a hype and advertising sucks.
(or how social media is changing brand communication)
This is a talk I gave at the Piet Zwart Institute in Rotterdam last April about social media and advertising.
A presentation Sarah Drummond gave at Community Engagement 2013 on social media and finding your purpose using design thinking and how we should be thinking about digital, not just social media.
Typography for frontend developers: Asian languagesRoman Prudnikov
A talk about some unpredictable things in Asian languages you might not know but you have to and some practical usage in HTML/CSS.
There is a video from this talk in Russia at Yandex's "FrontTalks":
https://www.youtube.com/watch?v=9YQzHmIVYag
http://fronttalks.ru/
Cognifide's Campaign as a Service provides a fully featured Marketing Technology Platform, managed in the cloud, on a pay-per-use basis, backed up by the expertise to deliver and optimise campaigns with confidence.
State of play fintech webdesign 2016 - Conversion Rate OptimisationPaul Sullivan
This report looks at the trends within Fintech at how good company websites are technically but also how they approach conversion rate optimisation.
Discover the trends that will surely surprise many of you and raise questions for businesses in any sector around how well your website is built for conversion.
See the McDougall Interactive Strategy from our Search and Social Seminar. This is from 2011 so while some information seems outdated you would be surprised how much is still relevant.
The UK’s leading online discount clothing retailer utilizes Tealeaf for unprecedented visibility into its online channel. The company has significantly improved
customer conversion, satisfaction and retention as a result.
Adding voice of customer to your analytics toolkitiperceptions
At the eMetrics Tour event in Montreal, Lane Cochrane, VP research @ iPerceptions, introduced the audience to Voice of Customer (VoC). Digital analysts attending the event were presented examples of how attitudinal and behavioral data integration can lead to actionable insights. Learn more at http://www.iperceptions.com.
Top 10 'MUST DO' Hotel Strategies to Boost Direct BookingsTA Fastrack
Listen to Adrian Caruso, Australia's leading hotel business improvement and marketing expert share with you the top 10 'MUST DO' strategies to drive more direct bookings and instantly boost revenue.
The Future of Innovative Marketing - Carole LamarqueCarole Lamarque
The future belongs to those who understand what is possible (65% of the jobs today won’t exist in 2020) and use modern media to build trusted relationships and valued experiences. Digital is the main reason just over half of the companies on the Fortune 500 have disappeared since the year 2000.
MeasureWorks - Shoppingtoday - 5 must-do's for the holiday seasonMeasureWorks
Slides from my session at Shoppingtoday 2015, a 5 step approach to get your site fast and ready for peak volumes for your customers during the holidays season...
Slides from my session at MeasureWorks' Performance Labs... Topic is Observability, the new buzzword in Web Performance & DevOps, trying to explain what it is and why it matters for your operations...
MeasureWorks - Akamai - Designing for Time and ConversionMeasureWorks
What do Walt Disney World, Traffic Lights and magicians have in common? They all build illusions that make us feel good. The same goes for performance, as your brain decides what is fast and what is not, often ignoring the absolute numbers we measure and rely on. This talk explores the psychology of time, how to measure user timings right and why site speed matters to create more conversions.
MeasureWorks - eCommerce Live 2017 - Designing for Time & ConversionMeasureWorks
Slides from my session at session at eCommerce Live 2017. What do Walt Disney World, airports and magicians have in common? They all build illusions that make us feel good. The same goes for performance, as your brain decides what is fast and what is not, often ignoring the absolute numbers we measure and rely on. This talk explores the psychology of time, how to measure user timings right and how to use site speed to create more conversions.
MeasureWorks - Online Tuesday - Time = MoneyMeasureWorks
Slides from my presentation at Online Tuesday. About why marketers should care about performance, design principles for a fast experience and how to build a business case for your website...
PHILIPS DigiSummit - A startup approach to hacking marketsMeasureWorks
Modern markets are noisy. In our rush to launch new or improved products we tend to forget that customers don’t buy what they don’t understand.
From working with hundreds of startups there are 5 lessons learned to build the right product features within the target market. In this session we’ll discuss marketing positioning, founders blindess, the importance of analytics and experimentation and how to use all of this to grow your product faster.
Slides from my session at Emerce Etravel... Modern markets are noisy. In our rush to launch products we tend to forget that customers don’t buy what they don’t understand. From working with hundreds of startups there are 5 lessons I learned to build the right product features within their target market. We’ll discuss positioning, founders blindess, designing fast UX and how to use all this to grow your product.
The Talent Institute - Grow Better Products, FasterMeasureWorks
Slides for my workshop at Talent Institute about how performance & UX are key to conversion optimization. About positioning, web performance, user experience, lean analytics, complete web monitoring and sales hacks...
MeasureWorks - 5 startups lessons to build better products fasterMeasureWorks
Modern markets are noisy. In our rush to launch products we tend to forget that customers don’t buy what they don’t understand. From working with hundreds of startups there are 5 lessons I learned to build the right product features within their target market. We’ll discuss positioning, founders blindess, designing fast UX and how to use all this to grow your product.
Talent Institute - Frictionless Conversion (workshop)MeasureWorks
Slides for my workshop at Talent Institute about how performance & UX are key to conversion optimization. About positioning, web performance, user experience, lean analytics, complete web monitoring and sales hacks...
Slides from my session for the marketing students at Windesheim College. About why performance matters to your end user, how to measure performance and what to look for when optimizing performance of your website...
MeasureWorks - Design for Fast ExperiencesMeasureWorks
Slides from my session at Multichannel Conference 2015... You never get a second chance to make a first impression. The same goes for online, where the decision to bounce is often made in the first 2 seconds, and Google will lower your ranking if your site is too slow... This talks is about why we should care about speed, how to improve design with speed and how to measure & optimize speed...
MeasureWorks - Fast Experiences for Responsive WebsitesMeasureWorks
My slides from M-commerce Event 2015 (mcommerce-event.nl). About why we need to start designing for performance as your visitors don't like to wait online... For you, as a business owner, a speed(y) way to design & xperiment with at your own website
Something different this time... Speaking at SalesHackers Amsterdam about how we approach our sales strategy and evangelize web performance. Food for #startups
MeasureWorks - Social Mentions as a Performance KPIMeasureWorks
Slides from my talk at Social Media Club Almere... About how we can use social media mentions for not only optimization of performance and usability, but also to predict issues on your website...
MeasureWorks - 5 insights for speed(y) experimentsMeasureWorks
My slides from Shoppingtoday 2014.. About why your users don't like to wait and the impact on user engagement... 5 insights to align content and speed to create a fast user experience... For you, as a business owner, a speed(y) way to experiment with at your own website
MeasureWorks - Why your customers don't like to wait!MeasureWorks
My presentation at the Zycko breakfast session... About why your users don't like to wait and why you should care as a site owner. This presentation covers the importance of perception of speed, navigation and how to do proper performance monitoring...
My slides from Emerce - Digital Marketing Live 2014... About why your users don't like to wait, why this is important for you as a site owner and best practices to align content and speed to create a fast user experience...
MeasureWorks - Why people hate to wait for your website to load (and how to f...MeasureWorks
My slides from DrupalJam 2014... About why users abandon your website and best practices to align content and speed to create a fast user experience, and continue to keep it aligned for every release
2. What you can expect:
Twinkle100 Performance Benchmark
1. Why performance
matters? For the second year in a row MeasureWorks researched the
2. Ranking the Twinkle100 actual web performance online consumers experience when
3. Retail100 vs. Travel30 visiting the top 100 retail websites and the top 30 travel
4. Performance detailed websites. The performance benchmark is published in the annual
5. Key findings Twinkle100, by www.twinklemagazine.nl
6. About MeasureWorks
This report provides an overview of the performance achieved by
the Twinkle100 companies and breaks it down into several
components attributing to site speed, thus creating a complete
overview of the state of web performance in the Netherlands.
Enjoy reading!
The MeasureWorks team
2
4. Every second counts! A fast website leads to more pages viewed, satisfied visitors
and ultimately higher conversion rates [1]. Performance is
therefore not a feature, but an important requirement for
every site owner and online marketer, especially in highly
competitive online markets like retail and travel.
A mere 250 milliseconds, a blink of an eye, can make a visitor
decide to click way [2]. Continuous performance issues can
influence your brand’s online image. But there’s a positive side
to this story. Fast web pages enable visitors to get into a flow
state, in which they start enjoying their visit and will be more
focused to buy (additional) goods. Faster equals more page
views , equals more potential revenue.
“Performance is not a feature, but a requirement”
- Fred Wilson, Union Square Ventures
[1] Forrester research 4
[2] Google research
5. Why Performance
matters?
Performance is an important
indicator of any user experience.
You can have the most amazing And lead up With 16%
Just a Can cause 7% decrease
looking website, but with every to 11%
second delay that your visitor 1-second loss in in customer
fewer
encounters during his/her visit to delay conversion satisfaction
your website, you are page views
unnecessarily and very directly
risking your revenue stream.
49% less likely to visit again
46% visit competition
21% decides to tell others
5
6. Social Performance:
The topic is… You!
Social media mentions are not only 12% of all social media
a great way to interact with your
audience, but also a great way for
mentions in eRetail are about
monitoring how your website’s bad performance
performance is perceived.
Tweets about bad performance in social media
eRetail 88% 12%
eTravel 95% 5%
eFinance 96% 4%
% negative tweets about bad performance (speed, downtime & usability) per branche, study conducted by idr1 &
MeasureWorks, june 2012
6
7. 2. Ranking the Twinkle100
It takes 1.38 seconds for the Twinkle100
fastest website to appear on your screen
8. 2. Retail100 ranking Top 10 Bottom 10
Rank Site Load time Availability Rank Site Load time Availability
Based on annual revenue,
Twinkle magazine determines 1 www.hm.com 1,38 100,00% 91 www.mediamarkt.nl 6,51 99,88%
the candidates for the 2 www.kpn.com 1,72 99,81% 92 www.zalando.nl 6,74 100,00%
Retail100. These candidates 3 www.ibood.com 2,02 100,00% 93 www.large.nl 6,77 100,00%
are ranked based on 1) page 4 www.dolcis.nl 2,27 100,00% 94 www.just-eat.nl 6,86 92,00%
www.paylogictickets.n
load time and 2) availability. 5
l
2,32 100,00% 95 www.jeansonline.nl 6,90 99,22%
96 www.gsmwijzer.nl 6,93 99,94%
6 webwinkel.ah.nl 2,42 99,59%
Fastest website in the 7 www.gsmweb.nl 2,42 100,00%
97 www.sanitairwinkel.nl 7,11 100,00%
Retail100 is HM.com with a 8 www.wehkamp.nl 2,60 99,94%
98 www.menatwork.nl 7,70 100,00%
page load time of 1.38 9 www.budgethouse.nl 2,79 99,22%
99 www.score.nl 8,06 99,88%
seconds. This compared to 10 www.123inkt.nl 2,88 99,72%
100 www.thuisapotheek.nl 10,38 100,00%
thuisapotheek.nl that closes
the Retail100 with a page load
time of 10.38 seconds. The bottom 10 websites are
3x slower compared to the
top 10
Average Average
Top 10 Bottom 10
2,28sec. Speed 7,40sec.
622 kb Size 1579 kb
49 Objects 113
4 Third party 9,5
8
9. Travel30 ranking Top 5 Bottom 5
Equal to the Retail100, the Ranking Site Load time Availability
Ranking Site Load time Availability
Travel30 candidates are
selected based on annual 1 www.sunweb.nl 1,7 100,00% 26 www.d-reizen.nl 5,9 99,84%
revenue. Again, these
2 www.oad.nl 2,7 99,63% 27 www.belvilla.nl 6,4 99,78%
candidates are ranked based
on 1) page load time and 2) 3 www.elmarreizen.nl 2,8 98,03% 28 www.worldticketcenter.nl 7,6 100,00%
availability. 4 www.arke.nl 3,1 100,00% 29 www.centerparcs.nl 7,6 99,50%
5 www.landal.nl 3,1 100,00% 30 www.nshispeed.nl 15,3 99,25%
Clear winner, same as last
year, in the Travel30 is
sunweb.nl with a page load
time of 1.7 seconds. This
compared to nshispeed.nl,
where it takes almost 16 The top5 travel is half the page
seconds before you can click
to the next page. size compared to the bottom5
Average Average
Top 10 Bottom 10
2,68sec. Speed 8,56sec.
714 Kb Size 1547 kb
56 Objects 113
8 Third party 5
9
10. 3. Retail100 versus Travel30
With an average speed of 4.64
seconds the Twinkle100 is almost
30% faster than the average
Alexa2000 website [1]
[1] Source: Fall State of the Union, Strangeloop, 2012
11. Head-to-Head race
The Retail100 beats the Retail100 4,57 sec.
Travel30 in a head-to-head
competition. It’s a close call,
but with an average page load Travel30 4,70 sec.
time of 4,57 seconds it’s
slightly faster than the Average page load time (sec.)
Travel30 with 4,70 seconds.
The contrast in down time is
striking, where the Travel30
beats the Retail100 with 19
hours of total downtime.
Retail100 16,3 hour
Travel30 19,2 hour
Average downtime (hours)
Visitors of the Travel30 experience
18% more downtime
11
12. First View versus
Repeat view
Retail100
First view: 4,57s
The first view represents what
a first-time visitor to the page Repeat view: 2,73s
will experience. This means
that all content is served to
the browser as new content,
creating a first impression of
the delivered performance. As
Travel30
long as this visitor does not First view: 4,70s
clear his browser cache, every
time he returns to your site it
will be served as a “repeat Repeat view: 2,70s
view”.
With the repeat view you are
able to create a faster
experience because several
elements can be cached
locally in the browser cache. On average 46% of all content is
The more caching, the less
items will have to be cached
downloaded, essentially
creating the illusion of blazing
fast websites.
12
13. itself.
become slow!
contain dozens of objects.
Objects per page
will take to compose the webpage
the composition of each individual
can take milliseconds to download,
in turn delivers the file to the
the file from the host server, which
In 2011 the average Twinkle100
but go up quickly when pages
the user’s browser, which requests
browser. Each of these round trips
web page. As each page consists
To understand why a page loads in
resource makes a round trip from
Why is this important? Each
site contained 88 objects. 88
reasons for your website to
of several page objects such as
The more objects, the more time it
images, JavaScript, and CSS files.
a certain time, we need to look at
# Objects
50
150
200
250
0
100
www.tui.nl
www.coolblue.nl/
www.fonq.nl
www.worldticketcenter.nl
www.jeansonline.nl
www.bizztravel.nl
www.zalando.nl
www.mediamarkt.nl
www.vacanceselect.nl
www.cosmox.nl
www.belvilla.nl
www.sanitairwinkel.nl
www.greetz.nl
www.thephonehouse.nl
www.salland.eu
www.vodafone.nl
www.bol.com
www.pathe.nl
www.bax-shop.nl
www.centralpoint.nl
www.omoda.nl
www.frs.nl
www.drogisterij.net
www.modern.nl
www.redcoon.nl
www.nshispeed.nl
www.dejongintra.nl
www.klm.com/
www.large.nl
www.kadowereld.nl
www.badkamermarkt.nl
www.debijenkorf.nl
www.neckermann.nl
www.eci.nl
www.cameranu.nl
www.corendon.nl
www.ticketservice.nl
www.nrclux.nl
www.centerparcs.nl
www.pabo.nl
www.t-mobile.nl
www.menatwork.nl
www.score.nl
Retail100
www.4launch.nl
www.kleertjes.com
www.just-eat.nl
www.voetbaldirect.nl
www.otto.nl
www.fleurop.nl
www.managementboek.nl
www.mycom.nl
www.ebookers.nl
www.transavia.com/hv/nl-nl/home
Vliegwinkel.nl
www.roompotparken.nl
store.apple.com/nl
www.hema.nl
www.azerty.nl
www.zester.nl
www.gsm.nl
Retail100
www.skytours.nl
www.takeitnow.nl
www.thuisbezorgd.nl
webshop.telegraaf.nl
Total objects: 87
13
5
4
57
www.vakantieveilingen.nl
www.gsmwijzer.nl
www.kras.nl
www.seetickets.nl
www.conrad.nl
www.cheaptickets.nl
www.blokker.nl
www.expedia.nl
www.newyorkpizza.nl
www.jackjones.com
www.elmarreizen.nl
www.sneltoner.nl
www.thuisapotheek.nl
www.alternate.nl
www.klingel.nl
www.mexx.nl
www.outletplanet.nl
CSS
www.albelli.nl
HTML
www.ryanair.com/nl
www.komplett.nl
www.assem.nl
Vliegtickets.nl
www.vliegtickets.nl
www.bcc.nl
Travel30
webwinkel.ah.nl
www.kijkshop.nl
6
4
www.nespresso.nl
www.toplenzen.nl
www.oad.nl
Javascript 16
Images 61
www.budgethouse.nl
www.futurumshop.nl
www.icentre.nl
www.webprint.nl
www.d-reizen.nl
www.vacansoleil.nl
www.vd.nl
www.paylogictickets.nl
www.flinndal.nl
Twinkle100: Side by side comparison
www.beltegoed.nl
www.amsterdamgold.nl
www.wehkamp.nl
www.anwb.nl/webwinkel
www.opwaarderen.nl
www.123inkt.nl
www.koopjeskampioen.nl
www.landal.nl
www.gsmweb.nl
www.dominos.nl
www.vente-exclusive.nl
www.vkshop.nl
www.wijnvoordeel.nl
www.dolcis.nl
www.neck.nl
www.worldticketshop.nl
Total objects: 96
www.wifishop.nl
www.lensway.nl
www.scheerenfoppen.nl/
www.plutosport.nl
www.babypark.nl
www.arke.nl
www.playexpert.nl
www.sunweb.nl
www.hm.com/nl
www.dell.nl
www.kpn.com/
www.ibood.com/nl/nl/
Travel30
With 65% of all objects, images
are the biggest part of any website
13
14. slow.
screen.
download it).
Page Size
browser the time it takes depends
each object can make all the
The bigger the object the more
from a host server to your web
attachment via email. The larger
for his content to appear on the
time it will take for transfer, the
your browser. The more large
same as sending a large
Why? Each resource makes a trip
Not only many objects can make
objects, the problem multiplies.
The bigger the size, the longer it
For your webpage it’s the same.
difference between fast and very
takes for content to download into
Thus the end user is forced to wait
takes to leave your inbox (or to
the attachment, the more time it
heavily on the size of each object.
your website slow, also the size of
Pagesize in Kb
500
1000
1500
2000
2500
3000
3500
0
http://www.skytours.nl
http://store.apple.com/nl
http://webshop.telegraaf.nl
http://webwinkel.ah.nl
http://www.123inkt.nl
http://www.4launch.nl
http://www.belvilla.nl
http://www.albelli.nl
http://www.alternate.nl
http://www.bizztravel.nl
http://www.amsterdamgold.nl
http://www.anwb.nl/webwinkel
http://www.nshispeed.nl
http://www.assem.nl
http://www.azerty.nl
http://www.vacansoleil.nl
http://www.babypark.nl
http://www.badkamermarkt.nl
http://www.bax-shop.nl
http://www.bcc.nl
http://www.beltegoed.nl
http://www.vacanceselect.nl
http://www.blokker.nl
http://www.bol.com
Retail100
Travel30
http://www.neckermann.nl
http://www.budgethouse.nl
http://www.cameranu.nl
http://www.centralpoint.nl
http://www.conrad.nl
http://www.worldticketcenter.nl
http://www.coolblue.nl/
http://www.cosmox.nl
http://www.debijenkorf.nl
http://www.dell.nl
http://www.centerparcs.nl
http://www.dolcis.nl
http://www.dominos.nl
http://www.klm.com/
http://www.drogisterij.net
http://www.eci.nl
http://www.fleurop.nl
http://www.landal.nl
http://www.flinndal.nl
http://www.fonq.nl
http://www.frs.nl
http://www.futurumshop.nl
http://www.arke.nl
http://www.greetz.nl
http://www.gsm.nl
http://www.vakantieveilingen.nl
http://www.gsmweb.nl
http://www.gsmwijzer.nl
http://www.hema.nl
http://www.kras.nl
http://www.hm.com/nl
http://www.ibood.com/nl/nl/
http://www.icentre.nl
Retail100
http://www.jackjones.com
http://www.jeansonline.nl
http://www.corendon.nl
http://www.just-eat.nl
http://www.kadowereld.nl
http://www.kijkshop.nl
http://www.kleertjes.com
http://www.klingel.nl
http://www.komplett.nl
http://www.koopjeskampioen.nl
http://Vliegtickets.nl
http://www.kpn.com/prive/home.htm
http://www.ebookers.nl
http://www.large.nl
http://www.vliegtickets.nl
http://www.lensway.nl
http://www.managementboek.nl
http://www.mediamarkt.nl
http://www.tui.nl
http://www.menatwork.nl
http://www.mexx.nl
http://www.modern.nl
1072
http://www.expedia.nl
http://www.mycom.nl
http://www.neck.nl
http://www.nespresso.nl
http://www.d-reizen.nl
1135
Travel30
http://Vliegwinkel.nl
http://www.newyorkpizza.nl
http://www.nrclux.nl
http://www.omoda.nl
http://www.opwaarderen.nl
http://www.otto.nl
http://www.outletplanet.nl
http://www.pabo.nl
Average page size (Kb)
http://www.pathe.nl
http://www.paylogictickets.nl
http://www.playexpert.nl
http://www.plutosport.nl
Twinkle100: Page Size comparison
http://www.redcoon.nl
http://www.salland.eu
http://www.sanitairwinkel.nl
http://www.scheerenfoppen.nl/
http://www.score.nl
http://www.seetickets.nl
http://www.sneltoner.nl
http://www.dejongintra.nl
http://www.takeitnow.nl
http://www.thephonehouse.nl
http://www.thuisapotheek.nl
http://www.thuisbezorgd.nl
http://www.ticketservice.nl
http://www.t-mobile.nl
http://www.transavia.com/hv/nl-nl/home
http://www.toplenzen.nl
http://www.vd.nl
http://www.cheaptickets.nl
http://www.roompotparken.nl
http://www.elmarreizen.nl
compared to the smallest website
http://www.vente-exclusive.nl
http://www.vkshop.nl
http://www.ryanair.com/nl
The largest websites is 10x bigger
http://www.vodafone.nl
http://www.voetbaldirect.nl
http://www.webprint.nl
http://www.wehkamp.nl
http://www.oad.nl
http://www.wifishop.nl
http://www.wijnvoordeel.nl
http://www.worldticketshop.nl
http://www.zalando.nl
http://www.sunweb.nl
http://www.zester.nl
14
15. Third Party Content
Top20 most used Third party scripts in Retail100 and Travel30 sites
Third party content, like images, 89%
adverts, analytics or social sharing
buttons, are the fastest growing
area of content for a web page. 51%
44%
In 2011 almost 20% of every 31%
27%
24% 23% 23% 21%
webpage consisted of third party 19% 17% 16%
14% 14% 13% 13% 13% 12% 12% 12%
content. Although this type of
objects usually adds appealing
content to your site, the trouble
with 3rd party performance is that
that quality is out of your hands.
Since third party content is only
assembled in the browser of your
end user, with limited control and
visibility.
You depend on the service level of
the third party supplier provides for
Facebook is most used as 3rd
everything to work, so basically the party social domain
speed and availability of your site
could depend on the performance
of another vendor.
15
16. Google knows best
Retail100 79
The PageSpeed Score
indicates how well optimized
your web page is, thus how Travel30 75
fast it can be. The higher the
score, the better optimized Average Google page speed score
your web page is to deliver a
solid performance according
to optimization rules from
Google. A low score indicates
room for improvement. Retail100 websites show a
steady increase in page speed
Note: The PageSpeed Score
does not measure the time it score
takes for a page to load.
Twinkle100: Page Speed comparison
80 Retail100 Travel30
78
76
74
72
70
1 2 - 2 0 11 08-2012
16
17. 4. Key Findings
Twinkle100 websites are getting
bigger and slower, down 9%
compared to 2011 [1]
[1] Source: Fall State of the Union, Strangeloop, 2012
18. Trending
The overall performance
After reviewing the
is down 9%
performance of the Retail100 compared to 2011
a n d Tr a v e l 3 0 t h e g e n e r a l
conclusion is that we are
slowing down. Pages are
getting bigger with more 1150
content and more third
parties being used. This 1025
results in slower webpages 92 24
a n d l o w e r a v a i l a b i l i t y. 88
19
3,9
3,4
2011 2012 2011 2012 2011 2012 2011 2012
Speed (sec.) Size (Kb) Objects (#) 3d Party (#)
18
19. Key Findings
Performance of Twinkle100 is slower compared to
2011
The average Twinkle100 site keeps on growing. More objects
and larger content will result in slower webpages. The difference
between #1 (1.70 seconds) and #30 (15,30 seconds) in Travel30
best shows the impact: 268Kb and 38 objects compared to
1191Kb and 108 objects.
Retail100 beats the Travel30 in every category
An interesting finding is that the Retail100, on average, beats the
Travel30 in every category researched. Not only does this result
in a slower page load time average, but webpages are bigger in
size and contain more objects/third parties.
Websites rely more on Third Party Content
The usage of third party content keeps growing, from 19% in
2011 to 24% in 2012. Next to the usual suspect like analytics and
affiliaties we see a growth in social and testing/optimization
tooling. This raises some concern because performance is
impacted by the quality of delivery from these third parties. Do
you know what their SLA is?
19
20. Methodology Web Performance is not just something technical, it’s something every online
consumer experiences day in day out when surfing the (mobile) web, at
home, in the car or at work. Most of the times it’s fun, but sometimes a
struggle with content squeezed on a mobile screen, flash adverts, slow
websites or failure to load pages.
The setup of our performance tests are to measure web performance from a
end-users perspective:
- Via webpagetest.org which simulates page load times from a real user’s
perspective using real browsers, in this case Internet Explorer 8;
- Average internet connection with a download speed of 10Mbps and an
upload speed of 1.5 Mbps[1];
- All measurements are performed 24 hours per day from December 1st
2011 to August 1 st 2012.
- All candidates for the Retail100 and Travel30 are measured during the
entire period, so all are compared equal.
- For equal comparison only the homepage is measured, since in most
cases this is the first page a first time visitors visits.
All data analysis is done based on raw data, which means that no averages
are used to calculate performance. Based on the revenue per year provided
by Twinkle magazine we linked actual performance (speed & downtime) to
revenue risked.
[1] This is according to recent research by Akamai representative rate for the Dutch internet users.
Akamai State of the Internet Q1 2012 (http://www.akamai.com/stateoftheinternet/)
20
21. About MeasureWorks
MeasureWorks ensures fast and reliable websites and mobile apps. We
are constantly working to analyze and optimize the performance of our
customers online environment, to exceed their business objectives. For
this we create and combine data from different data sources. Combined
with the expertise of our consultants we deliver actionable insights and
optmization.
Our customers, like Bol.com, Thomas Cook and GlobalCollect, manage
real-time the impact of performance on their business objectives and
deliver an user experience that exceeds the expectations of online
visitors.
www.measureworks.nl
Want your own performance report or more details?
Contact us via info@measureworks.nl and/or @measureworks