Speed: The 'Forgotten' Conversion Factor
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Transcript of Speed: The 'Forgotten' Conversion Factor
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Speed: The ‘Forgotten’ Conversion Factor @AndyDavies NCC Group May 2017
https://www.flickr.com/photos/josepina/286052072/
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How we commonly think of conversions…
https://www.flickr.com/photos/z0/19814021505
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But in reality ‘conversions’ come in many forms
https://www.flickr.com/photos/lb1gb/2579266652
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It’s not just about getting visitors to buy things!
- sign ups / subscriptions - completing tasks - clicking on adverts - sharing things - finding a store / restaurant
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Many things affect conversion
https://www.flickr.com/photos/nelc/1208393486
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Conversion varies by Landing Page1
2
3
4
5
6
7
8
9
10
Bounce & Conversion Rate
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Conversion RateBounce Rate
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And by device too…iPhone 6/7
iPhone 5/5s
iPad
iPhone 6/7 Plus
Galaxy S6
Galaxy S7 Edge
Galaxy S7
Galaxy S6 Edge
Galaxy S5
Galaxy A3
Conversion / Bounce Rate
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Conversion RateBounce Rate
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Con
vers
ion
Rat
e
0%
5%
10%
15%
20%
Screen Area (‘000 Pixels)
0 1,000 2,000 3,000 4,000
DesktopMobileTablet
And maybe even by screen size?
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Con
vers
ion
Rat
e
0%
5%
10%
15%
20%
Screen Area (‘000 Pixels)
0 1,000 2,000 3,000 4,000
DesktopMobileTablet
But revenue can be heavily skewed
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So how does Speed affect Conversion?
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Impr
essi
ons
0
10,000
20,000
30,000
40,000
50,000
60,000
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
DesktopMobileTablet
Different visitors have different experiences…
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Impr
essi
ons
0
10,000
20,000
30,000
40,000
50,000
60,000
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
DesktopMobileTablet
50%50%
And many of them are having slow ones
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Con
vers
ion
Rat
e
0%
1%
2%
3%
4%
5%
6%
Boun
ce R
ate
0%
20%
40%
60%
80%
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
Bounce RateConversion Rate
It affects Conversion and Bounce Rates
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Con
vers
ion
Rat
e
0%
1%
2%
3%
4%
5%
6%
Boun
ce R
ate
0%
20%
40%
60%
80%
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
Bounce RateConversion Rate
It affects Conversion and Bounce RatesConversion Rate drops by 1% over
3 seconds
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Boun
ce R
ate
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
DesktopMobileTablet
Of course Bounce Rate varies by device type
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Con
vers
ion
Rat
es
0%
2%
4%
6%
8%
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
DesktopMobileTablet
As does Conversion Rate too
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Boun
ce R
ate
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 1Site 2Site 3
Every site has a different Bounce Rate profile
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Con
vers
ion
Rat
e
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 1Site 3Site 4
And yup… Conversion Rate curves vary between sites too
Lower end of range can be very noisy
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‘OK, I’m convinced but…’
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How do I convince everyone else?
https://www.flickr.com/photos/text100/8265351472
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Case studies are a great place to start
https://wpostats.com
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But there’s nothing better than having something made to measure
https://www.flickr.com/photos/fronx/2862975043
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Interlude
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https://www.youtube.com/watch?v=aHSUp7msCIE
Vs
iPhone 6 on WiFi
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https://www.youtube.com/watch?v=aHSUp7msCIE
Vs
iPhone 6 on WiFi
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https://www.youtube.com/watch?v=aHSUp7msCIE
Vs
iPhone 6 on WiFi
![Page 27: Speed: The 'Forgotten' Conversion Factor](https://reader031.fdocuments.net/reader031/viewer/2022021922/5a64ce047f8b9aa6148b48e1/html5/thumbnails/27.jpg)
https://www.youtube.com/watch?v=aHSUp7msCIE
Vs
iPhone 6 on WiFi
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Wait… they changed all four wheels?https://www.flickr.com/photos/cellardoorfilms/7620375702
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Response Time in Man-computer Conversational TransactionsRobert B. Miller, 1968
Instan
tSea
mless
Yawn!
100ms 1s 10s
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So yes, our attention span is shorted than a goldfish
https://www.flickr.com/photos/watts_photos/23124797946
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Working? Useful? Usable?
What are we thinking when a page is loading?
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Focus on reducing Time to Useful and Useable…Becoming useful
Becoming usable
What’s happening here?
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Small changes… can make a big difference!
https://www.flickr.com/photos/genevieve719/10110046076
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Optimise your fonts
http://www.flickr.com/photos/splorp/4951916342
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Tame your Third-Parties
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Manage images effectively
https://www.flickr.com/photos/orkomedix/5026054826
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Use the Platform
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Test on realistic devices
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Understand the critical path
https://www.flickr.com/photos/dno1967b/8347363864
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How much is 150ms improvement worth?(was 300ms on Android)
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https://www.flickr.com/photos/basheertome/4762529213
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http://www.flickr.com/photos/auntiep/5024494612
@AndyDavies
http://slideshare.net/andydavies