Conversion 2016 - Andy Davies - The Fast, The Slow and the Unconverted
Transcript of Conversion 2016 - Andy Davies - The Fast, The Slow and the Unconverted
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The Fast, The Slow, and the Unconverted
https://www.flickr.com/photos/dvanzuijlekom/14579895325/
@AndyDavies, NCC Group
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“Has it loaded yet?”
http://www.flickr.com/photos/kindofindie/4099768084
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Response Time in Man-computer Conversational TransactionsRobert B. Miller, 1968
How we perceive response times
100ms 1s 10s
IRUK Retail Top 100 : Average 1.8s delay before page starts showing content
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“50% more concentration when using badly performing web sites”
Foviance
http://www.flickr.com/photos/yourdon/3366991042
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https://www.flickr.com/photos/editor/57572350
“Stress levels comparable to watching a horror movie”Ericsson Mobility Report 2016
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Abandonment rate for 200+ sites / 177+ million page views over 2 weeks – Measureworks / Gomez
Abandonment increases with load time...
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Slow sites = negative impact on brand perception
‘Normal Speed’ 0.5s added delay
Mobile Web Stress: Understanding the Neurological Impact of Poor Performance, Tammy Everts, Radware
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Slow experiences can lose visitors forever!
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Conversions decrease with load time
Walmart 2012
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Increased conversions by 10%
Shaved 1 second off median home page time
6 seconds off 98th percentile
http://www.slideshare.net/cliffcrocker/velocity-ny-how-to-measure-revenue-in-milliseconds
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Improved load time from 1.2s to 0.5s
+28% page views / session
+21% time on site / visit
+20% conversion rate
http://blog.quanta-computing.com/etam-earns-20-of-conversion-by-optimising-its-online-store/
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“We reduced latency by 0.3s across the funnel and
customers spent 8m a year in additional revenue”Mark Holt, CTO, Trainline
New Relic London Summit 2016
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wpostats.com has many more examples
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Good performance is
fundamental to the
success of our sites
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And we know how to make sites fast…
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https://www.flickr.com/photos/justinjovellanos/15340862812
But we have another challenge…
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https://www.flickr.com/photos/jamescridland/613445810
Revenue attribution Analytics
Personalisation A/B & MV testing
Advertising Value added content
Product images Critical content
We depend on Third-Party services for:
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Third-party = Infrastructure and code managed by someone else
Guy Podjarny / Velocity Santa Clara 2014
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https://discuss.httparchive.org/t/what-is-the-distribution-of-1st-party-vs-3rd-party-resources/100/7
and we’re using more and more of them
0
5
10
15
20
25
30
2011 2012 2013 2014 2015
Median Number of Third Parties
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http://requestmap.webperf.tools/render/150519_VW_8c8fbf2ecdebe417724d645f9ac3c4cf
But do we understand their impact?
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Or the risks they bring?
https://http://www.webperformancetoday.com/2011/07/14/fourth-party-calls-third-party-content/
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https://www.flickr.com/photos/devos/163903
With great power…
…comes great responsibility
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https://www.flickr.com/photos/matt512/4065627169
What if a third-party includes something
that’s blocked in China?
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Or breaks something really important?
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https://www.flickr.com/photos/derekbruff/9759290413/
What about their impact on speed?
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https://www.flickr.com/photos/torek/4444673930
Let’s pick an easy target
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SpeedIndex – Measure of how quickly screen is drawn
(A lower is score better)
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0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
Speed Index
Percentage Tests With AB
Percentage Tests Without AB
Pages that use AB or MV Testing are slower
Data from httparchive.org
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With Optimizely Optimizely Removed
A Real-World Example
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With Optimizely Optimizely Removed
A Real-World Example
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With Optimizely Optimizely Removed
A Real-World Example
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With Optimizely Optimizely Removed
A Real-World Example
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Just adding the testing service
changes the visitor’s experience!
https://www.flickr.com/photos/therontrowbridge/2654049085
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https://www.flickr.com/photos/87975067@N06/8048048692
Will the value of the tests be larger than the
impact on the visitor’s experience?
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Are you brave enough to test
the impact of AB testing?
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This is was one example, other types of
third-parties have different impacts
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We need to balance third-party benefits
with their impact on performance https://www.flickr.com/photos/synx508/5839490755/
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https://www.flickr.com/photos/magickevin/3595741847
Find the third-parties we’re using
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https://www.flickr.com/photos/jamescridland/613445810
Revenue attribution Analytics
Personalisation A/B & MV testing
Advertising Value added content
Product images Critical content
Establish the business value they bring
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Remove the ones we don’t use anymore
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https://www.flickr.com/photos/derekbruff/9759290413/
Measure their impact on speed
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https://www.flickr.com/photos/editor/57572350
Use Real User Monitoring to measure visitor’s experiences
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0.0%
0.5%
1.0%
1.5%
2.0%
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
% o
f Vis
itors
Page Load Time (s)
TabletPhoneDesktop
So we can see how we’re performing for them
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And how it effects their behaviour
https://www.flickr.com/photos/mujitra/5232270530
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https://www.flickr.com/photos/borkazoid/221185817
To deliver a great experience we need to be deliberate
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@andydavies
http://slideshare.net/andydavies
Thank You!
https://www.flickr.com/photos/nzbuu/4093456029