Getting page speed into the heads of your organization - a first hand report

www.friendscout24.de www.friendscout24.de

Getting page speed into the

heads of your organization

– a first hand report

Michael Maretzke

Michael Maretzke FriendScout24

Vice President Technology

michael.maretzke@friendscout24.de

twitter: @mmaretzke

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2,46s

How fast should your site be?

http://www.internetretailer.com/2009/09/15/the-new-page-loading-threshold-2-seconds

http://www.strangeloopnetworks.com/ resources/research/our-need-for-web-speed/

State of the union.

http://www.radware.com/stateoftheunion-fall2013

Why? might you bother

http://www.nngroup.com/articles/website-response-times/

People want to be in control.

… companies who make us wait instead of providing responsive service

seem either

arrogant or

incompetent

0.1s

1s

10s

instantaneous

seamless

lost context

Resp

on

se T

ime L

imit

s

http://www.nngroup.com/articles/website-response-times/

http://connect.phocuswright.com/2010/06/phocuswrightakamai-study-on-travel-site-performance/

57% of online customers will wait 3 seconds or less before leaving the site.

65% of 18-24 years old expect a

page to load in 2 seconds or less.

34% of online customers will less likely return to a site when experiencing technical issues.

Why? should you bother

5s faster pages

10% more revenue

http://assets.en.oreilly.com/1/event/29/Shopzilla%27s%20Site%20Redo%20-%20You%20Get%20What%20You%20Measure%20Presentation.ppt

http://assets.en.oreilly.com/1/event/29/The%20User%20and%20Business%20Impact%20of%20Server%20Delays,%20Additional%20Bytes,%20and%20HTTP%20Chunking%20in%20Web%20Search%20Presentation.pptx

http://www.exp-platform.com/Documents/IEEEComputer2007OnlineExperiments.pdf

100ms slower pages

1% less revenue

http://www.exp-platform.com/Documents/IEEEComputer2007OnlineExperiments.pdf

500ms slower results

20% less revenue

http://www.slideshare.net/stoyan/yslow-20-presentation

400ms slower pages

9% drop in full- page traffic

http://blog.mozilla.org/metrics/2010/04/05/firefox-page-load-speed-%E2%80%93-part-ii/

2.2s faster download pages

60m additional downloads

Why did we care?

decrease increase

Get it into the

heads

Give it a face.

Strategy. Technology. 2013 Technology Goal.

Two – 4 – Twohundred T – Deliver any web page within 2 seconds to our customers.

4 – Deliver any mobile web page within 4 seconds to our customers over 3G.

T – Any request over the REST API is answered below 200 milliseconds.

Awareness Speed matters

endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++

Tell people what IS

important to you.

Page Load Time

Page Weight Web TX Time Apdex

(server + network + DOM + rendering)

(#requests + bytes)

(TX duration)

(satisfied req <= T | tolerating req > T | frustrated req > (4xT))

satisfied reqs + (tolerating reqs / 2)

total # of requests Apdex = T=2

Measure your KPI‘s.

Talk about the KPI‘s.

What did we do? Technically.

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replace icons with webfonts

decrease #of AJAX requests

refactoring views

introducing caches

re-think models

optimize server

load externals asynchronously

External dependencies asynchronously and / or after onLoad() …

400 ms saved.

load externals asynchronously

50% of server side load time spent on queries.

re-think models

921 queries

21 queries

12x faster

re-think models

What did we gain?

Result.

Page load time reduction: -27%

Result.

App server response time: -25%

Impact.

-24% less profile resigns

Impact analysis on data set for Nov. 12 – Mar. 13

more messages +71% revenue Secret = f(activity ) Secret

activity Secret = f(messages, searches, profiles, pictures, …)

November

2012

January

2013

March

2013

December

2012

February

2013

User Perception of Performance

User Perception of Performance

Impact analysis on data set for Nov. 12 – Mar. 13

Big impact and positive measureable reaction after single architecture rework release.

Low impact and no measureable reaction on continuous improvements.

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So, Web Performance …

… is a business differentiator … comes hand-in-hand with an

engineering culture … takes time to get it into the heads

of your organization

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Q&A