Measurefest 2014 - Need for (page load) speed

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

description

A presentation detailing why Page Load Speed should be an important consideration for any online business

Transcript of Measurefest 2014 - Need for (page load) speed

Page 1: Measurefest 2014 - Need for (page load) speed

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