Web Performance and key business metrics Part II: More Findings from the Front Line of Web Acceleration.

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Presentation transcript:

Web Performance and key business metrics Part II: More Findings from the Front Line of Web Acceleration

2 © 2010 Strangeloop NetworksStrangeloop. Faster Websites. Automatically. 2

4 © 2010 Strangeloop NetworksStrangeloop. Faster Websites. Automatically. 4

5 © 2010 Strangeloop NetworksStrangeloop. Faster Websites. Automatically. 5

6 © 2010 Strangeloop NetworksStrangeloop. Faster Websites. Automatically. 6

7 © 2010 Strangeloop NetworksStrangeloop. Faster Websites. Automatically. 7

8 © 2010 Strangeloop NetworksStrangeloop. Faster Websites. Automatically. 8 How do we prioritize? Performance Cost Easy Hard

9 © 2010 Strangeloop NetworksStrangeloop. Faster Websites. Automatically. 9

10 © 2010 Strangeloop NetworksStrangeloop. Faster Websites. Automatically. 10 What do we know? -you-wanted-to-know-about-web-performance/

11 © 2010 Strangeloop NetworksStrangeloop. Faster Websites. Automatically. 11

12 © 2010 Strangeloop NetworksStrangeloop. Faster Websites. Automatically. 12 What does 400ms feel like?

13 © 2010 Strangeloop NetworksStrangeloop. Faster Websites. Automatically. 13 Impact of page load time on average daily searches per user

14 © 2010 Strangeloop NetworksStrangeloop. Faster Websites. Automatically. 14

15 © 2010 Strangeloop NetworksStrangeloop. Faster Websites. Automatically. 15 What does 2 seconds feel like?

16 © 2010 Strangeloop NetworksStrangeloop. Faster Websites. Automatically. 16 Impact of additional delay on business metrics

17 © 2010 Strangeloop NetworksStrangeloop. Faster Websites. Automatically. 17

18 © 2010 Strangeloop NetworksStrangeloop. Faster Websites. Automatically. 18 What does 5 seconds feel like?

19 © 2010 Strangeloop NetworksStrangeloop. Faster Websites. Automatically. 19 Big, high-traffic site ◦ 100M impressions a day ◦ 8,000 searches a second ◦ 20-29M unique visitors a month ◦ 100M products 16 month re-engineering ◦ Page load from 6 seconds to 1.2 ◦ Uptime from 99.65% to 99.97% ◦ 10% of previous hardware needs Shopzilla had another angle

20 © 2010 Strangeloop NetworksStrangeloop. Faster Websites. Automatically % increase in revenue

21 © 2010 Strangeloop NetworksStrangeloop. Faster Websites. Automatically. 21

22 © 2010 Strangeloop NetworksStrangeloop. Faster Websites. Automatically. 22

23 © 2010 Strangeloop NetworksStrangeloop. Faster Websites. Automatically. 23

24 © 2010 Strangeloop NetworksStrangeloop. Faster Websites. Automatically. 24

25 © 2010 Strangeloop NetworksStrangeloop. Faster Websites. Automatically. 25

26 © 2010 Strangeloop NetworksStrangeloop. Faster Websites. Automatically. 26 What they did Combining multiple CSS and JavaScript files to reduce external page calls. Serving static content from a domain without cookies. Leveraging browser and server-side caching wherever possible. Compressing image file sizes on output, and serving.png wherever possible. Asking rich media vendors and the Internet ad industry at large to take performance considerations into account when building and serving rich media ads. Any improvements made will ultimately benefit the advertiser, the server, the publisher and the user.

27 © 2010 Strangeloop NetworksStrangeloop. Faster Websites. Automatically. 27 Impact A/B Testing 19%0.9% PerformanceRevenue per thousand pages

28 © 2010 Strangeloop NetworksStrangeloop. Faster Websites. Automatically. 28

29 © 2010 Strangeloop NetworksStrangeloop. Faster Websites. Automatically. 29

30 © 2010 Strangeloop NetworksStrangeloop. Faster Websites. Automatically. 30 Notice a trend in the data?

31 © 2010 Strangeloop NetworksStrangeloop. Faster Websites. Automatically. 31 Tying web performance to business outcomes for mortal companies

32 © 2010 Strangeloop NetworksStrangeloop. Faster Websites. Automatically KPIs

33 © 2010 Strangeloop NetworksStrangeloop. Faster Websites. Automatically. 33 NEW VISITORS GROWTH BOUNCE RATE LOSS CONVERSION RATE ORDER VALUE x TIME ON SITE PAGES PER VISIT NUMBER OF VISITS SEARCHES TWEETS MENTIONS ADS SEEN ATTENTIONENGAGEMENTBUSINESS METRIC SEARCH IMPACT AD CLICKS USERS Productivity and Satisfaction

34 © 2010 Strangeloop NetworksStrangeloop. Faster Websites. Automatically. 34 It’s time for an experiment

35 © 2010 Strangeloop NetworksStrangeloop. Faster Websites. Automatically. 35 Strangeloop Analytics Visitor Web server Optimize? Decide whether to optimize Insert segment marker Normal content Accelerated Unaccelerated Receive page Process scripts Send analytics

36 © 2010 Strangeloop NetworksStrangeloop. Faster Websites. Automatically. 36 Analytics

37 © 2010 Strangeloop NetworksStrangeloop. Faster Websites. Automatically. 37 Business Analytics

38 © 2010 Strangeloop NetworksStrangeloop. Faster Websites. Automatically. 38 Performance Analytics

39 © 2010 Strangeloop NetworksStrangeloop. Faster Websites. Automatically. 39 Acceleration

40 © 2010 Strangeloop NetworksStrangeloop. Faster Websites. Automatically. 40 Acceleration

41 © 2010 Strangeloop NetworksStrangeloop. Faster Websites. Automatically. 41 Examples: Complexity 493,623,345 Page Views 123,876 Individual Pages 52,865 Different Landing Pages 10 Major Browsers (110 different version) 9 Average Pages Views/visitor

42 © 2010 Strangeloop NetworksStrangeloop. Faster Websites. Automatically. 42 What is accelerated  Optimize Caching  Minimize Roundtrips  Minimize Payload Size  Optimize Browser rendering  Optimize Images  Automatically rewrite to a CDN  Flush the buffer early  Preloading Input What we didOutput URLBrowserUsers flowOther Users Flow

43 © 2010 Strangeloop NetworksStrangeloop. Faster Websites. Automatically. 43 Accelerated 58 roundtrips  5 roundtrips Payload Reduced 78% 57 roundtrips  4 roundtrips Payload Reduced by 86% First Time Visitor Repeat Visitor Before Strangeloop After Strangeloop

44 © 2010 Strangeloop NetworksStrangeloop. Faster Websites. Automatically. 44 More Information

45 © 2010 Strangeloop NetworksStrangeloop. Faster Websites. Automatically. 45 Individual Site Data

46 © 2010 Strangeloop NetworksStrangeloop. Faster Websites. Automatically. 46 Can we share your data?

48 © 2010 Strangeloop NetworksStrangeloop. Faster Websites. Automatically. 48 JC Whitney Story

50 © 2010 Strangeloop NetworksStrangeloop. Faster Websites. Automatically. 50 Business Impact 2% 7% RevenueConversio n More Likely to buy on first visit

53 © 2010 Strangeloop NetworksStrangeloop. Faster Websites. Automatically. 53 Business Impact

54 © 2010 Strangeloop NetworksStrangeloop. Faster Websites. Automatically. 54

56 © 2010 Strangeloop NetworksStrangeloop. Faster Websites. Automatically. 56 Business Impact 6%9% 29% Average Order size Conversio n More Likely to buy on first visit 38% More Likely to return for a second visit

57 © 2010 Strangeloop NetworksStrangeloop. Faster Websites. Automatically. 57 Aggregated Data: Trends

58 © 2010 Strangeloop NetworksStrangeloop. Faster Websites. Automatically. 58 Data Collection

59 © 2010 Strangeloop NetworksStrangeloop. Faster Websites. Automatically. 59 Example: Landing Pages Entry to a flow First page matters Landing page performance is very impactful to your business metrics

60 © 2010 Strangeloop NetworksStrangeloop. Faster Websites. Automatically. 60

61 © 2010 Strangeloop NetworksStrangeloop. Faster Websites. Automatically. 61

62 © 2010 Strangeloop NetworksStrangeloop. Faster Websites. Automatically. 62

63 © 2010 Strangeloop NetworksStrangeloop. Faster Websites. Automatically. 63 Is this project worth doing? metrics-project/

64 © 2010 Strangeloop NetworksStrangeloop. Faster Websites. Automatically. 64