1) Page load speed forms users' first impression of a website and impacts user experience, conversions, traffic, and profits. More than 40% of users abandon websites that take over 3 seconds to load. 2) Measuring and analyzing page load speed metrics in Google Analytics can provide insights on performance issues and suggestions for improvement. The Page Speed Insights tool also identifies high and medium priority fixes. 3) Case study of Equine Superstore showed improvements through server optimizations, installing a caching plugin, and tests. This increased speeds, scores, and annual revenues by over £180,000.

1. Neil Barnes -
Head of Insight & Traffic
Need for
(Page
Load)
Speed

2. Page load speed
is your website’s
mechanism for
forming a first
impression

4. 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

5. But it also goes beyond that vital
first impression…

6. 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!

7. It’s not only users that love fast
websites…

8. Since 2010, page load speed has formed
a factor in Google’s search ranking
algorithm

9. 1 second improvement
in page load
=
7% improvement in
conversions / online
revenue
Small improvements lead to big gains
Sources: Akamai.com, gomez.com

10. Lasting First Impression
Happy Users
Better User Experience
Reduced Costs
Increased
Conversions
More Sales
Improved SEO
Conversion
Rate
Optimisation
Fast loading
sites provide…
Page load influences many factors
Quality traffic

11. Sounds great, but where do I begin?

12. 1. Measure 2. Analyse
3. Implement Test4. Test & Monitor
Similarities to a CRO framework

13. 1. Make page
load speed a KPI
2. Google Analytics
to analyse
3. Setup tests based
off analysis
4. Test & Monitor
Similarities to a CRO framework

14. 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

15. 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

16. Results may be surprising…

17. 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

18. Analyse data by:
site page
browser
desktop vs. mobile
location
Complete the usual checks

19. Speed Suggestions report in Analytics
Metrics from Google’s page speed insights tool
https://developers.google.com/speed/pagespeed/insights/
But wait, there’s more!

20. Mobile vs. desktop
Traffic light scoring
Identifies high and
medium priority fixes
Shows how to fix
Help shape testing

21. 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

22. Case Study: Equine Superstore

23. High abandonment before server has even
responded!
1. KPIs and Benchmarking

24. 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

25. 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 secs
Aim: Reduce server response to <1 sec

26. 4. Server response time has improved
Improvement in server response time = 2.65 seconds

27. 4. Further benefit from Magento Varnish
Improvement in page load time = 6.12 seconds

28. How are the stats looking now?
Jan’14 May’14
Mobile Score 66 75 +14%
Desktop Score 68 78 +15%
Reduce overall page load to 3-5 secs: Currently 4.4 secs
Reduce server resp. time to <1 sec: Currently 1.01 secs
Weekly Non-CPC revenues up £3,500 vs. year ago
Annual revenue gain of £182,000

29. 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…

30. Neil Barnes -
Head of Insight & Traffic
Thank
You