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The Small Things That Add Up: How to Find What Design Factors Influence Conversion Rates [IRCE 2016]

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In this session at IRCE 2016, Joseph Paulling from Fanatics.com and I talked about how Fanatics made their median page load 2 seconds faster and almost doubled mobile conversions.

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The Small Things That Add Up: How to Find What Design Factors Influence Conversion Rates [IRCE 2016]

  1. 1. The Small Things That Add Up How to Find out What Design Factors Influence Conversions
  2. 2. Joseph Paulling Tammy Everts #IRCE16
  3. 3. Web performance is user experience
  4. 4. #IRCE16
  5. 5. 5 Source: Akamai#IRCE16
  6. 6. Source: Akamai#IRCE16
  7. 7. Lenny Rachitsky, Product Manager “Downtime is better for a B2C web service than slowness. Slowness makes you hate using the service. Downtime you just try again later.” #IRCE16
  8. 8. Web performance is ecommerce success
  9. 9. Every 1 second of load time improvement equals a 2% conversion rate increase for Walmart.com Staples.com shaves 1 second from median load time, improves conversion rate by 10% Intuit cuts load times by more than half, increases conversions by 14% #IRCE16
  10. 10. Lara Hogan, Senior Engineering Manager “We ran this experiment on mobile web where we added 160 kilobytes of hidden images, meaning the user saw nothing different. We just dumped a bunch of hidden images onto the page and increased page weight by 160 kilobytes. It triggered a 12% increase in bounce rate. Insane. Twelve percent is a lot of percent.” #IRCE16
  11. 11. #IRCE16
  12. 12. 12 #IRCE16
  13. 13. 13 fast slow #IRCE16
  14. 14. Web performance at Fanatics
  15. 15. 15
  16. 16. 16 2-second improvement in median page load time almost doubled mobile conversions #IRCE16
  17. 17. 17 23 May 2015 22 June 2015 #IRCE16
  18. 18. 18 #IRCE16
  19. 19. 19 #IRCE16
  20. 20. 20 front-end load time back-end load time #IRCE16
  21. 21. Issue #1 Image quality and compression #IRCE16
  22. 22. #IRCE16 Average website
  23. 23. #IRCE16 Fanatics
  24. 24. Issue #2 Image sprite blocking page load #IRCE16
  25. 25. #IRCE16
  26. 26. #IRCE16 Reformat Resize Compress Defer/lazy load Cache More image optimization solutions
  27. 27. #IRCE16
  28. 28. Issue #3 Unoptimized CSS and JavaScript #IRCE16
  29. 29. #IRCE16 Consolidate page resources Make sure stylesheets are in the document HEAD Optimize web fonts Optimize pop-up scripts Monitor third parties More optimization solutions
  30. 30. #IRCE16 http://www.webpagetest.org/
  31. 31. Takeaways
  32. 32. 33 1 User expectations and behavior are always changing 2 Performance issues are unpredictable 3 You can’t know what you don’t measure 4 Solutions can create new problems 5 Grab the low-hanging fruit: optimize your images 6 Even small performance improvements can make a big difference #IRCE16
  33. 33. Thanks! #IRCE16

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