Selling Performance - Bristol WebPerf Meetup 2017-07-20
-
Upload
andy-davies -
Category
Technology
-
view
536 -
download
0
Transcript of Selling Performance - Bristol WebPerf Meetup 2017-07-20
Selling Performance @AndyDavies · NCC Group · May 2017
https://www.flickr.com/photos/chrisjohnbeckett/10446312055
Performance often isn’t at the top of people’s concerns• ~~~~~~~~~~~~~~~~~~~~~ • ~~~~~~~~~~~~~~~~~~~~~ • ~~~~~~~~~~~~~~~~~~~~~ • ~~~~~~~~~~~~~~~~~~~~~ • ~~~~~~~~~~~~~~~~~~~~~ • Security• Performance • Accessibility ☹
So what do they care about?
Conversions?
https://www.flickr.com/photos/z0/19814021505
But it’s not just about getting visitors to buy things!
- sign ups / subscriptions- completing tasks- interaction with adverts- sharing things- finding a store / restaurant- reducing costs - hosting / acquisition
Science explains visitor behaviour
Response Time in Man-computer Conversational TransactionsRobert B. Miller, 1968
Instant
Seamless
Yawn!
100ms 1s 10s
How we perceive response times
Response Time in Man-computer Conversational TransactionsRobert B. Miller, 1968
Instant
Seamless
Yawn!
100ms 1s 10s
Median start render time for 600+ UK retailers = 1.68s
How we perceive response times
So yes, our attention span is shorter than a goldfish
https://www.flickr.com/photos/watts_photos/23124797946
https://www.flickr.com/photos/ericparker/5416356195
“Badly performing web sites make us concentrate harder”Foviance
https://www.flickr.com/photos/dhollister/2596483147
“Stress levels comparable to watching a horror movie”Ericsson Mobility Report 2016
Challenge assumptions
Most people don’t have an iPhone
% sales by OS, three months to April ’17 - http://uk.kantar.com/tech/mobile/
0
10
20
30
40
50
60
70
Android iOS Windows Other
Everyone has fast broadband… right?
Average UK connection speed is 16.9Mbps!
Akamai State of the Internet Q1 2017
92% above 4Mbps60% above 10Mbps42% above 15Mbps
Which will load faster?
www.bbc.co.uk/news
10Mbps1Mbps
Which will load faster?
www.bbc.co.uk/news
10Mbps1Mbps
Which will load faster?
www.bbc.co.uk/news
10Mbps1Mbps
Which will load faster?
www.bbc.co.uk/news
10Mbps1Mbps
https://www.flickr.com/photos/joebenjamin/5009411920
Which will load faster?
www.bbc.co.uk/news
10Mbps1Mbps
Case studies demonstrate what’s possible
Wallmart demonstrated speed affects conversion in 2012
Walmart 2012
Cook reduced load times by 1 sec saw 7% increase in conversions
https://www.nccgroup.trust/uk/about-us/newsroom-and-events/blogs/2017/march/how-we-predicted-an-increase-in-conversions-from-a-decrease-in-load-times
http://engineroom.ft.com/2016/04/04/a-faster-ft-com/
FT saw lower engagement when they made the site slower
Case studies are a great place to start
https://wpostats.com
“Case studies don’t represent our demographic, our audience, our
products, our proposition…”
Has some truth
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
Bounce rates across three retailers
Conv
ersio
n Ra
te
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
Conversion rates vary between sites too
Noisy as few data points at end of range
So what about real visitor experiences?
We’re used to the idea that conversion rate varies by deviceiPhone 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 Rate0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Conversion RateBounce Rate
But existing analytics tools are weak when it comes to speed data
But existing analytics tools are weak when it comes to speed data
Sample contains < 4% of
impressions
They’re no substitute for measuring your own visitor’s experience
Performance Analytics aka Real User Monitoring
To understand how performance affects visitor behaviour
Conv
ersio
n Ra
te
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
The impact on key business metrics
Conversion Rate drops 1% over 3
seconds
Conv
ersio
n Ra
te
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
The impact on key business metrics
And modelling the benefits improved performance delivers
Only NCC Group, Soasta and Blue Triangle’s Real User Monitoring products do this
Real User Monitoring is a strong driver of performance improvement
Other complementary approaches too
Filmstrips (and videos) are hugely powerful
https://webpagetest.org
http://heatmap.webperf.tools
Can be sumarised into heat maps
Waterfalls require explanation
(I tend to avoid them with non-technical audiences)
http://requestmap.webperf.tools
But enable fascinating insights
Block third-parties understand how they affect performance
Produce comparison videos / filmstrips to show others
Can also compare against competitors
Can also compare against competitors
Videos prolong the painful moment
Or for fun…
…compare against an F1 pit crew
https://www.youtube.com/watch?v=aHSUp7msCIE
Vs
iPhone 6 on WiFi
https://www.youtube.com/watch?v=aHSUp7msCIE
Vs
iPhone 6 on WiFi
https://www.youtube.com/watch?v=aHSUp7msCIE
Vs
iPhone 6 on WiFi
https://www.youtube.com/watch?v=aHSUp7msCIE
Vs
iPhone 6 on WiFi
Wait… they changed all four wheels?https://www.flickr.com/photos/cellardoorfilms/7620375702
So where next?
Establish which metrics people care about
Experiment- Change the performance of a page- Measure how metrics change
(Same principles as AB / MV testing)
Can build negative experiments too e.g make pages bigger
Measure Visitors Experience- Use the data to predict how improvements will
change the metrics- Improve performance- Verify the result
Even ‘small’ performance improvements can have a significant impact
How much was 150ms improvement worth?(was 300ms on Android)
Share your wins!
https://www.flickr.com/photos/borkazoid/221185817
http://www.flickr.com/photos/auntiep/5024494612
@AndyDavies
http://slideshare.net/andydavies