Post on 27-Jan-2015
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Neil Barnes - Head of Insight & Traffic
Need for (Page Load) Speed
Page load speed is your website’s mechanism for forming a first
impression
40% of users abandon a website that takes more than 3 seconds to load
Sources: Missouri University of Science, Akamai.com
3 is the magic number!
It takes nearly 3 seconds for a user to form their
first impression
But it also goes beyond that vital first impression…
Speedy Sites = Better UX
Better UX = Happy Users
Happy Users = Higher traffic quality & quantity
…because website users love fast sites!
Speedy Sites = A healthier business!
It’s not only users that love fast websites…
Since 2010, page load speed has formed a factor in Google’s search ranking
algorithm
1 second improvement in page load
=
7% improvement in conversions / online
revenue
Small improvements lead to big gains
Sources: Akamai.com, gomez.com
Lasting First Impression
Happy Users
Better User Experience
Reduced CostsIncreased
Conversions
More Sales
Improved SEO
Conversion Rate
Optimisation
Fast loading sites provide…
Page load influences many factors
Quality traffic
Sounds great, but where do I begin?
1. Measure 2. Analyse
3. Implement Test4. Test & Monitor
Similarities to a CRO framework
1. Make page load speed a KPI
2. Google Analytics to analyse
3. Setup tests based off analysis
4. Test & Monitor
Similarities to a CRO framework
1. Ensure page load speed is a KPI
Page load speed is an important, but often
forgotten, metric
Page load complements key visits and conversions
KPIs
2. Use Google Analytics to analyse
Gain lots of insight on page loads quickly and easily
One of the most under utilised suite of reports in
Google Analytics
Results may be surprising…
This is worse than I thought!
Poor usability impacting SEO
lost revenue and conversions!
I need more data and insight!
… panic may ensue, but help is at hand
Analyse data by:
site pagebrowser
desktop vs. mobilelocation
Complete the usual checks
Speed Suggestions report in Analytics
Metrics from Google’s page speed insights toolhttps://developers.google.com/speed/pagespeed/
insights/
But wait, there’s more!
Mobile vs. desktop
Traffic light scoring
Identifies high and medium priority fixes
Shows how to fix
Help shape testing
Page load calculated from 1% of audience by default
_setSiteSpeedSampleRate(x)
Will increase sample (x=10 means 10% sample)
UA: ga(‘create’, {‘UA-XXXXXX-Y’, ‘domainname’, ‘siteSpeedSampleRate’: x});
Classic: _setSiteSpeedSampleRate(x) – called prior to _trackPageview()
Note: sample limited to a max of 10,000 daily visitors
Top tip – Get even more from your data
Case Study: Equine Superstore
High abandonment before server has even responded!
1. KPIs and Benchmarking
https://developers.google.com/speed/pagespeed/insights/
Technical insights shared with development team
2. Use Google Page Speed Insights
Jan’14:
Mobile Speed Score – 66/100
Desktop Speed Score – 68/100
1.Server improvements
• Enhance server configs to reduce response time• Increased focus on this area to continually optimise
2. Magento Varnish
• Server extension that allows site use less resources• Speed up websites content delivery, reducing page load
3. Tests agreed
Aim: Reduce overall page load time to 3-5 secsAim: Reduce server response to <1 sec
4. Server response time has improved
Improvement in server response time = 2.65 seconds
4. Further benefit from Magento Varnish
Improvement in page load time = 6.12 seconds
How are the stats looking now?
Jan’14 May’14
Mobile Score 66 75 +14%
Desktop Score 68 78 +15%
Reduce overall page load to 3-5 secs: Currently 4.4 secsReduce server resp. time to <1 sec: Currently 1.01 secs
Weekly Non-CPC revenues up £3,500 vs. year agoAnnual revenue gain of £182,000
Page load forms first impression of your online business
3 seconds is the magic number
Page load impacts UX, Conversions, Traffic and Profits
Make page load a KPI alongside visits and conversions
There’s lots of great insight at your fingertips
Page speed insights tool great for identifying solutions
In summary…
Neil Barnes - Head of Insight & Traffic
Thank You