Meet4 Speed Berlin · Web Performance. aSköld GmbHdivision perfpilots GOAL. aSköld GmbHdivision...
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a Sköld GmbH division perfpilots Meet 4 Speed Berlin - 13.09.2018 -
Transcript of Meet4 Speed Berlin · Web Performance. aSköld GmbHdivision perfpilots GOAL. aSköld GmbHdivision...
a Sköld GmbH divisionperfpilots
Meet 4 SpeedBerlin
- 13.09.2018 -
a Sköld GmbH divisionperfpilots
The Business Value Of
Web Performance
a Sköld GmbH divisionperfpilots
GOAL
a Sköld GmbH divisionperfpilots
FASTER SITE
BUSINESS
IMPROVE RATE
BOUNCE-
RETENTION-
CONVERSION-
NPS
…
GOAL
a Sköld GmbH divisionperfpilots
LoB
Marketing
Dev
Ops
Bounce Rate
CACCPL
Bookings
Conversion Rate
CSatLTV
Uptime
# of defectsTTM
RPM
Revenue
NPS
AIDA
Google Quality Score
campaign
CPM
Segmentation
Unique Visitors
buffercache
HTTP2
.HTACCESS
LAMP
Pseudo Class
npm
DTD
CWND
CICDFLOPS
promises
closure
CMDBMTTR
Performance
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Method Comparison
Method Time Correctness Costs
Gut feeling Fast Depends onthe result Very low
a Sköld GmbH divisionperfpilots
Method Comparison
Method Time Correctness Costs
Gut feeling Fast Depends onthe result Very low
Synthetictesting/monitoring Average to slow Low Moderate to high
a Sköld GmbH divisionperfpilots
Method Comparison
Method Time Correctness Costs
Gut feeling Fast Depends onthe result Very low
Synthetictesting/monitoring Average to slow Low Moderate to high
Real UserMonitoring Slow High High
a Sköld GmbH divisionperfpilots
2.8s
Conversion Rate???
load time
3.6s
load time
page
view
s
testruns
Synthetic Real User
a Sköld GmbH divisionperfpilots
3.6s
bounce rate
load time
page
view
s
conversionrate
a Sköld GmbH divisionperfpilots
What-If…you would fix this?
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Business Impact Prediction
+4.6%
mPulse
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Timers with andwithout 3rdPartyTool
left shift in avg session page load time
with 3rdPartywithout 3rdParty
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3rd Party comparison Bounce Rate
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PPC
1.000.000 €/month
Image and JS files optimized
Bounce Rate -5% (relative)
5% more effective Marketing Budget
50.000 € /month
CDN
15.000€ /month
25% cost reduction
3.750 €/month
Þavg. page transfer size -40%
Þ10% faster
a Sköld GmbH divisionperfpilots
Image Improvement Prediction
1. Collect data with RUM
2. Download images
3. Optimize images with new image service
4. Calculate ‚new‘ load time on ‚new‘ size
5. Correlate with business data to predict impact
a Sköld GmbH divisionperfpilots
a Sköld GmbH divisionperfpilots
Split Test
Conversion Rate
Variant Control
GLOBAL
desktop 1.67% 1.43%
mobile 1.12% 1.08%
GERMANY
desktop 4.3% 3.89%
mobile 1.87% 1.77%
+18%
+4%
+11%+5%
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3rd Party Owner Purpose/ Value
BusinessBenefit
Perf. Impact
Visual Impact
Estimated Perf Impact on Business
Action
Optimizely John -PO
Testing -CRO
? +3.4% +9.9% -1.8% LOAD ASYNC
DoubleClick Marketing Lead Gen $30k/qtr +0.6% +9.9% -1.6% -
ShowMeAgain Marketing Retargeting
$100k /annum
+5% +1% -1.4% REMOVE
HotJar Lucy - IT MakingIT life easier
? +2.1% +6.2% -1.1% -
Twitter Susan’s Team
… ? +5.8% +4.9% -1.0% -
…
3rd Party Performance Management
85% Visual completeFully Loaded, domInteractive…
a Sköld GmbH divisionperfpilots
Impact Model
Metric
Timer AddToBasketXHR (ms)
Conversionrate# add to
basket
BounceRate
Sessionlength
Hero Image(ms)
Visual Complete (ms)
Page Load(hard & soft nav)
3rd Party(ms)
Revenue Brand Awareness Customer RetentionMarketing ROI
AOV
returning visitors
NPS
conversions
traffic
# sessions
Page Views
a Sköld GmbH divisionperfpilots
Influence of Load Time on Bounce Rate
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bounce ratearea of linear
correlation
a Sköld GmbH divisionperfpilots
Influence of RenderStart on Bounce Rate
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bounce ratearea of linear correlation
with much steeper impactcompared to load time
First Impression and Visual Behaviormore important than technical Load Time
a Sköld GmbH divisionperfpilots
Thanks
Questions?
