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Speed is often regarded as a second class requirement in a web site, always behind design and functionality and sometimes even taken for granted. The truth is, it is a critical business requirement, and it has impact to other metrics that are widely considered as business-critical like search engine rankings, bounce rate or conversion rate. Covered topics: - Speed and SEO - or: Pleasing the search engines - Speed and CRO - or: Pleasing your end users - Planning for speed - Success stories
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Overview
• Communication – Business & IT
• Activities and metrics
• Pleasing users
• Pleasing search engines
• Success stories
• Methodology
A brief introduction to myself
a fast ecommerce makes more money performance tuning
performance assessments
ecommerce implementations
My background
• Software Developer? • IT Specialist? • Database Specialist? • IT Architect? • Project Leader?
• Java Enterprise • OO Analysis & Design • DB2 & other databases • TDD, CI & other Agile practices • Mostly back end, critical infrastructure / apps
– Performance matters
Business & IT communication
Speed (for business)
• Technical detail
• Non-functional requirement
• i.e. less important than design details
• i.e. taken for granted
• “Logically” put at the end of the plan
• i.e. never done
• It’s not going to be more expensive, is it?
• Is a Ferrari as expensive as a Seat?
Speed (for IT)
• yeah, it’s great but..
• It complicates the code
• It makes you RTFM
• It complicates the architecture
• It complicates the HW & SW platform
• It’s difficult to test
• It needs specialized skills – DevOps!
• ... oh, and then there are the “let’s optimize this code, just in case it’s slow” types
How can we speak about it?
What drives the business?
• Business objectives (sell products)
• Marketing strategy (obtain and retain customers)
• Budget (costs)
• Trends
• Politics
The obvious activities
• Web design
• Pricing rules and promotions
• Advertising
• SEO
• SMM
• Content marketing
• Web development (the easy part)
The obvious KPIs
• Total sales
• Revenue
• Number of users
• Returning users
• Number of page views
• Goal conversion rate
• Shopping cart abandonment rate
• Bounce rate
• Click through rate
Now IT is introducing
• Image optimization
• CSS Sprites
• Placement of scripts and styles
• Gzip compression
• Keep alive connections
• CDNs
• Expires headers
• Domain sharding
... and wants to measure
• Time to first byte
• Time to interact
• TIme to Doc Complete
• Time to fully load
• PageSpeed score
• Speed index
• Throughput
• Cache hit ratio
Looks like IT needs to work it out
We need to please:
- Users
- Search engines
Pleasing users
ü Nice design
ü Great products
ü Gorgeous pictures
ü Easy navigation
ü Useful content
ü Streamlined checkout and payment
ü Fast and convenient shipment
ü Sense of security
Users like speed
Forrester / Akamai
• 52% of users relate site speed with returning to the site
• 47% of users expect load time < 2s
• 79% of ecommerce users think that a dissatisfying visit makes less likely to buy again – And 27% even from a physical store
h"p://www.akamai.com/html/about/press/releases/2009/press_091409.html
BrandPerfect
• 66% of UK users think that the biggest irritation of a site is slowness (#1 cause)
• 90% of users share their online shopping experience (good or bad)
• Top three requests for online shopping – Safer (61%)
– Easy to navigate (58%)
– Faster (52%)
h"p://brandperfect.org/index.php/knowledge/reports
Radware
h"p://blog.radware.com/applicaAondelivery/applicaAonacceleraAonopAmizaAon/2013/05/case-‐study-‐page-‐load-‐Ame-‐conversions/
Pleasing search engines
ü Focus on quality and unique content
ü Use title and meta tags
ü Maintain a consistent document structure
ü Build friendly URL structure
ü Use alt tags for images
ü Use rich data
ü Guide robots with a site map.
Search engines like speed, too
The Oracle
h"p://googlewebmastercentral.blogspot.com.es/2010/04/using-‐site-‐speed-‐in-‐web-‐search-‐ranking.html
Zoompf
h"p://moz.com/blog/how-‐website-‐speed-‐actually-‐impacts-‐search-‐ranking
Is it possible to correlate performance optimization with
any business KPI improvement?
Sucess stories
Walmart
1s improvement in load time
2% increase in conversion rate
Walmart
http://minus.com/msM8y8nyh
Obama 2012 campaign
60% decrease in response time
14% increase in donations
Obama 2012 campaign
h"p://kylerush.net/blog/meet-‐the-‐obama-‐campaigns-‐250-‐million-‐fundraising-‐plaHorm/
Firefox
2.2s improvement in response time
15.4% increase in number of
downloads
Firefox
http://blog.mozilla.org/metrics/category/website-optimization/
Shopzilla
Response time from 6s to 1.2s
10% growth in revenue
50% decline in operational costs
Shopzilla
http://velocityconf.com/velocity2009/public/schedule/detail/7709
Intuit
Response time from 15s to 2s
10 points reduction in
shopping cart abandonment
Intuit
http://velocityconf.com/velocityny2013/public/schedule/detail/30146
Now our turn. Can we do it (and not fail?)
Remember? - Speed (for IT)
• yeah, it’s great but..
• It complicates the code
• It makes you RTFM
• It complicates the architecture
• It complicates the HW & SW platform
• It’s difficult to test
• It needs specialized skills – DevOps!
• ... oh, and then there are the “let’s optimize this code, just in case it’s slow” types
Methodology?
• Ideal: Include performance optimization in your development process
• Best: at least do it – Performance check lists
• Steve Souders: High Performance Web Sites
– Trivial vs. high impact (implementation, development process, architecture)
– How do you know if it is affecting you?
You don’t need another performance checklist, you need
a performance optimization methodology
h"p://siriusway.com/performance-‐blog/improve-‐website-‐performance-‐part-‐two/
Start today
• Google Analytics – page speed and bounce rate
• http://siriusway.com/performance-blog/how-to-know-if-your-site-performance-is-related-to-your-bounce-rate/
More References
• http://zoompf.com/business-case
• http://www.webperformancetoday.com/2010/06/15/everything-you-wanted-to-know-about-web-performance/
• http://www.webperformancetoday.com/2014/04/09/web-page-speed-affect-conversions-infographic/
White paper
h"p://siriusway.com/download-‐white-‐paper/
Reach me at
• http://siriusway.com/performance-blog/
• @jordibuj
• http://es.linkedin.com/in/jordibuj/
