C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V E D

Optimizing Website Performance in the Age of Mobile and Social

C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V E D

LIZ LYNCHPARTNER MARKETING SPECIALIST

@lizlynch

YOUR PRESENTERS

ARI WEILVP MARKETING & BD

@aweil

C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V E D

TODAY, EVERYTHING IS ABOUT THE END USER

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THERE ARE LOADS OF PRODUCTS TO HELP UNDERSTAND & DRIVE BEHAVIOR

4

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APPLICATIONLATENCY

INFRASTRUCTURE LATENCY

66% expect page load in

4 SECONDS

3 SEC

57% leave after

46% NEVER RETURN after a bad experience

WEBPERF: THE 4 SECONDS SYNDROME

85% leave after

5 SEC

Title First Content Above the Fold Complete200 milliseconds

Your Website

DESKTOP + MOBILE

industry average desktop page load

5.3 SEC

industry average mobile page load

8.2 SEC

Start

Sources KISSMetrics, Akamai, SOASTA

C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V E D

WHAT USERS SEE WHEN THEY COME TO A HOME PAGE

I THINK THE CONTENT I WANT IS BACK HERE

SOMEWHERE…

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Navigating directly to relevant content improves the perception of speed for

users

WHY?

They’re interested in the content.

ONE SOLUTION: DEEP LINKING

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HINT: YOU’RE ALREADY DOING IT

C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V E D

THIS MIGHT LOOK FAMILIAR TO SOME OF YOU

C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V E D

DEEP LINKING WORKS ON ANY DEVICE, ANY TYPE OF APP

C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V E D

• What you tell yourself: ALL OF THEM• In reality, typically two types:– Homepage– Landing page

• And how does that help/hurt you?– Site authority– Relevancy– Visibility

WHICH PAGES DO YOU OPTIMIZE FOR PERFORMANCE?

C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V E D

HOW MARKETING BUDGETS ARE ALLOCATED: 2015

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A QUESTION: HOW OFTEN DO YOU PUSH NEW CONTENT TO YOUR SITE?

C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V E D

A TEST: HOW MANY INBOUND LINKS COME TO INTERNAL PAGES?

WHERE ARE YOU SENDING USERS &

WHERE ARE THEY CHOOSING TO GO?

C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V E D

HOW ARE YOU KEEPING IT ALL OPTIMIZED?

C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V E D

APPLICATIONLATENCY

INFRASTRUCTURE LATENCY

66% expect page load in

4 SECONDS

START RENDER

time

47% improvement in

20% Improvement in

CONVERSION RATE

4 SECONDS SYNDROME: HOW LATENCY IMPACTS USER BEHAVIOR

73% longer

SESSION DURATION

Title First Content Above the Fold Complete200 milliseconds

Your Website

DESKTOP + MOBILE

OPTIMIZE & MANAGE USER EXPERIENCE FROM END TO END

Start

DNS RESOLUTION

SERVER CONNECTIONSERVER WAIT

CONTENT DOWNLOADED

SMARTER CACHING

COMPREHENSIVE CONTENT ORCHESTRATION

FEEDBACK

LOOP

USER CONTEXT

CONTENT DELIVERY

Sources KISSMetrics, Akamai, SOASTA

C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V E D

CASE STUDY:

20%

Time to Display

10%

Mobile Conversions

3.4%

Tablet Conversions

INCUMBENT

Akamai (DSA and ION Premier)

PAIN Application latency and disappointing conversion rates

UTILIZING AdaptiveCDNTM, InstantONTM and AppSequencingTM

C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V E D

VALIDATED BUSINESS IMPACT

ENDORSED BY INDEPENDENT 3RD PARTY

Yottaa

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THANK YOU!