Measurefest 2014 - Need for (page load) speed
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Transcript of Measurefest 2014 - Need for (page load) speed
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Neil Barnes - Head of Insight & Traffic
Need for (Page Load) Speed
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Page load speed is your website’s mechanism for forming a first
impression
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40% of users abandon a website that takes more than 3 seconds to load
Sources: Missouri University of Science, Akamai.com
3 is the magic number!
It takes nearly 3 seconds for a user to form their
first impression
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But it also goes beyond that vital first impression…
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Speedy Sites = Better UX
Better UX = Happy Users
Happy Users = Higher traffic quality & quantity
…because website users love fast sites!
Speedy Sites = A healthier business!
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It’s not only users that love fast websites…
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Since 2010, page load speed has formed a factor in Google’s search ranking
algorithm
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1 second improvement in page load
=
7% improvement in conversions / online
revenue
Small improvements lead to big gains
Sources: Akamai.com, gomez.com
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Lasting First Impression
Happy Users
Better User Experience
Reduced CostsIncreased
Conversions
More Sales
Improved SEO
Conversion Rate
Optimisation
Fast loading sites provide…
Page load influences many factors
Quality traffic
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Sounds great, but where do I begin?
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1. Measure 2. Analyse
3. Implement Test4. Test & Monitor
Similarities to a CRO framework
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1. Make page load speed a KPI
2. Google Analytics to analyse
3. Setup tests based off analysis4. Test & Monitor
Similarities to a CRO framework
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1. Ensure page load speed is a KPI
Page load speed is an important, but often
forgotten, metric
Page load complements key visits and conversions
KPIs
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2. Use Google Analytics to analyse
Gain lots of insight on page loads quickly and easily
One of the most under utilised suite of reports in
Google Analytics
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Results may be surprising…
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This is worse than I thought!
Poor usability impacting SEO
lost revenue and conversions!
I need more data and insight!
… panic may ensue, but help is at hand
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Analyse data by:
site pagebrowser
desktop vs. mobilelocation
Complete the usual checks
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Speed Suggestions report in Analytics
Metrics from Google’s page speed insights toolhttps://developers.google.com/speed/pagespeed/
insights/
But wait, there’s more!
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Mobile vs. desktop
Traffic light scoring
Identifies high and medium priority fixes
Shows how to fix
Help shape testing
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Page load calculated from 1% of audience by default
_setSiteSpeedSampleRate(x)
Will increase sample (x=10 means 10% sample)
UA: ga(‘create’, {‘UA-XXXXXX-Y’, ‘domainname’, ‘siteSpeedSampleRate’: x});
Classic: _setSiteSpeedSampleRate(x) – called prior to _trackPageview()
Note: sample limited to a max of 10,000 daily visitors
Top tip – Get even more from your data
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Case Study: Equine Superstore
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High abandonment before server has even responded!
1. KPIs and Benchmarking
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https://developers.google.com/speed/pagespeed/insights/
Technical insights shared with development team
2. Use Google Page Speed Insights
Jan’14:
Mobile Speed Score – 66/100
Desktop Speed Score – 68/100
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1.Server improvements
• Enhance server configs to reduce response time• Increased focus on this area to continually optimise
2. Magento Varnish
• Server extension that allows site use less resources• Speed up websites content delivery, reducing page load
3. Tests agreed
Aim: Reduce overall page load time to 3-5 secsAim: Reduce server response to <1 sec
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4. Server response time has improved
Improvement in server response time = 2.65 seconds
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4. Further benefit from Magento Varnish
Improvement in page load time = 6.12 seconds
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How are the stats looking now?
Jan’14 May’14Mobile Score 66 75 +14%
Desktop Score 68 78 +15%
Reduce overall page load to 3-5 secs: Currently 4.4 secsReduce server resp. time to <1 sec: Currently 1.01 secs
Weekly Non-CPC revenues up £3,500 vs. year agoAnnual revenue gain of £182,000
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Page load forms first impression of your online business
3 seconds is the magic number
Page load impacts UX, Conversions, Traffic and Profits
Make page load a KPI alongside visits and conversions
There’s lots of great insight at your fingertips
Page speed insights tool great for identifying solutions
In summary…
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Neil Barnes - Head of Insight & Traffic
Thank You