Slides from my talk at Bristol WebPerf Meetup 2017-07-20 where I talked about some of the approaches I use to persuade people that they should invest in making their sites faster
5. But it’s not just about getting visitors to buy things!
- sign ups / subscriptions
- completing tasks
- interaction with adverts
- sharing things
- finding a store / restaurant
- reducing costs - hosting / acquisition
7. Response Time in Man-computer Conversational Transactions
Robert B. Miller, 1968
Instant
Seamless
Yawn!
100ms 1s 10s
How we perceive response times
8. Response Time in Man-computer Conversational Transactions
Robert B. Miller, 1968
Instant
Seamless
Yawn!
100ms 1s 10s
Median start render time for 600+ UK retailers = 1.68s
How we perceive response times
9. So yes, our attention span is shorter than a goldfish
https://www.flickr.com/photos/watts_photos/23124797946
13. Most people don’t have an iPhone
% sales by OS, three months to April ’17 - http://uk.kantar.com/tech/mobile/
0
10
20
30
40
50
60
70
Android iOS Windows Other
24. Cook reduced load times by 1 sec saw 7% increase in conversions
https://www.nccgroup.trust/uk/about-us/newsroom-and-events/blogs/2017/march/how-we-predicted-an-increase-in-conversions-from-a-decrease-in-load-times
27. “Case studies don’t represent our
demographic, our audience, our
products, our proposition…”
Has some truth
28. BounceRate
0%
25%
50%
75%
100%
Page Load Time (s)
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 26 27 28 29 30
Site 1
Site 2
Site 3
Bounce rates across three retailers
29. ConversionRate
0%
2.5%
5%
7.5%
10%
Page Load Time (s)
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 26 27 28 29 30
Site 1
Site 3
Site 4
Conversion rates vary between sites too
Noisy as few data
points at end of range
57. Experiment
- Change the performance of a page
- Measure how metrics change
(Same principles as AB / MV testing)
Can build negative experiments
too e.g make pages bigger
58. Measure Visitors Experience
- Use the data to predict how improvements will
change the metrics
- Improve performance
- Verify the result