How Website Speed Increases Conversions & Google Rankings

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Ever since Google announced in April of 2010 that they were introducing speed as a signal in their search ranking algorithm, speed has got a lot more attention from etailers. Googles own research had long since proven theres a correlation between searches per user and speed. A/B testing from Ecommerce sites have also proven theres an impact on revenue and also on operational costs. The question for retailers is just how important is speed to their site and what should they do about it? This webinar will attempt to answer these questions and others such as: How fast is fast enough? How can I measure the impact of speed on conversion metrics? Whats the impact of speed on SEO? How can I improve the speed of my site at a reasonable cost?

Transcript

  • 1.www.blaze.io

2. Agenda
Introduction
User expectations for speed
Impact of speed on conversions
Impact of speed on SEO
Tips for improving performance
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3. User Expectations
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Source: Forrester Research
4. Impact of Speed on Conversions
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Research from Gomez showed that reducing load times from 8s to 2s increased conversions by 74%
5. Impact of Speed on Conversions
Research from usability consultancy, Nielson Norman Group, showed that users were 20% more likely to click on a promotion offer when the page loads instantly vs. in 8 seconds
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6. Impact of Speed on Search
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7. Shopzilla.com
Shopzilla improved speed by 5 seconds
Improved conversions by over 7%
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8. Superbiketoystore.com
Reduced NA load times from 6.8s to 3.0s.
Reduced International load times from 16s to 6s.
Results - improved conversions by 32%
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9. Measuring Business Impact of Speed
Add the new tracking code to your website:
http://www.google.com/support/analyticshelp/bin/answer.py?hl=en&answer=1205784&topic=1120718
Make sure you are in the new Google Analytics
Go to the site speed category & select a date range that you have speed data for.
Go to the advanced segments dropdown and check all visits & visits with conversions
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10. Measuring Business Impact of Speed
Review your average load time for all visits vs. visits with conversions to see the effect of load time on users that converted vs. your regular website visitors:
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In this example users that converted had an average load time of 4 seconds.All visits had a load time average of 9 seconds
11. Speed and SEO
In April 2010 Google started using speed as a signal in their ranking algorithm.
Penalizing pages deemed as slow.
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12. How Can I See My Results?
Log on to your Webmaster tools page in Google
See the chart for your site
Google views pages slower than 1.5s to be slow
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13. How Google Measures
Data is collected from the Google toolbar of users.
Doesnt use the Google spider to measure.
Measures complete load time of page measured by onload event.
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14. Improving Performance
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15. Measuring Performance Challenges
Not as simple as it sounds
Need to test using conditions that reflect your actual customer.
Factors to consider:
Connection speed
Location
Browser version
Clear vs. primed cache
Internet traffic & variability from 3rd parties
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16. Measurement Tools
Commercial tools
Keynote, Gomez, Catchpoint
Free tools
Webpagetest (desktop)
Mobitest (mobile)
Bad ideas:
Manual measurement
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17. Webpagetest.org
Free service
Uses real browsers
Multiple locations
Multiple speeds
Detailed results
Video playback
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18. Analyzing Results
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19. What to Measure?
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Fully Loaded (4.350 sec)
Filmstrip View
20. Mobile Performance
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21. Prioritizing Improvements
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Backend = 0.398/7.964 = 5%
Frontend = 95%
22. Prioritizing Improvements
Backend:
Improve server hardware/infrastructure
Improve backend code
Frontend:
Add a CDN to reduce network latency
Optimize frontend code (FEO)
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23. CDN vs. DSA vs. FEO
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Content delivery networks (CDN), Dynamic site acceleration (DSA) and Frontend optimization (FEO) are complimentary technologies that all work together to boost performance.
24. Improving Frontend Performance
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Make fewer requests
Reduce size of requests
Increase # of parallel requests
25. Sample Optimizations
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26. Blaze Product Overview
Automated Frontend Optimization Service
Dynamically applies optimization best practices
Cloud-based service
No software or hardware
Integrates with CDN services
Quick deployment
1 hour or less.
No code changes required
Optimizations from worlds fastest sites
Shared insights from>1M pages analyzed
Blaze performance research team
Faster, more efficient site
27. Testing Frontend Optimization
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Run a test on your own site here.
28. Sample Report Walmart.com
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29. Thank You