Why Page Speed Isn't Enough - Tim Morrow - Velocity Europe 2012

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Betfair has completed a ground-up re-write of our Sports betting web platform. We focused on the fundamentals of resiliency and performance. We measured and improved and measured again and in the process, saw our page load times drop by a factor of 5; on average our full page load is under 3 seconds. We met our promise to our customers.

But some of our customers kept telling us our new site was slow. Many sophisticated customers have chosen to stay using our previous platform; there is a big opportunity cost while those customers have not chosen to experience the new products and features we’ve delivered on the new platform.

All our indicators say our new site is fast and our customers should be happy. We all know a faster site means more money, but we’re not getting the benefits we expect.

In this talk, hear Tim Morrow tell the story of how making Betfair’s site faster for most customers actually made it 3x slower for their biggest customers. Truly, you get what you measure.

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Why Page Speed Isn't Enough - Tim Morrow - Velocity Europe 2012

  1. 1. WHY PAGE SPEED ISN’T ENOUGHBetfair’s Performance JourneyTim MorrowVelocity Europe 2012
  2. 2. TRADED VOLUMES £63m £1bn traded 2012 US traded Euro Open Tennis 2012
  3. 3. CUSTOMER FEEDBACK“Its slower and harder toplace bets in EVERY way” “I am finding the new site very slow to place bets”“I can complete this muchquicker on the old site with fewer key strokes”
  4. 4. UNDERSTANDING OUR CUSTOMERS
  5. 5. CUSTOMER SEGMENTS High Value High Value Low Value Low Value Visitors Transactions
  6. 6. TASK COMPLETION
  7. 7. EXAMPLE TASK30.0010.00 9.0025.00 8.00 7.0020.00 6.00 5.00 Old Site15.00 New Site 4.00 3.0010.00 2.00 5.00 1.00 0.00 0.00 1 2 3 4 5 6
  8. 8. IMPROVEMENTS Old Site New Site30000.0025000.0020000.0015000.0010000.00 5000.00ms 0.00
  9. 9. REAL CUSTOMER JOURNEYS
  10. 10. CUSTOMER BEHAVIOUR +80% +30% time on site pages
  11. 11. SO WHAT HAVE LEARNED?
  12. 12. KNOW YOUR CUSTOMERSUnderstand how your most valuable customers interact with your site
  13. 13. PAGE SPEED ISN’T ENOUGHMeasure what matters for the customers that matter
  14. 14. YOU TRULY DO GET WHAT YOUMEASURE
  15. 15. THANK YOU@timmorrowhttp://betfair.jobs/

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