Velocity 2010: Performance Impact, Part Two: More Findings from the Front Lines of Web Acceleration

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Web Performance and key business metrics

Part II: More Findings from the Front Line of Web Acceleration

How do we prioritize?P

Easy Hard

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What do we know?

http://www.webperformancetoday.com/2010/06/15/everything-you-wanted-to-know-about-web-performance/

What does 400ms feel like?

Impact of page load time on average daily searches per user

What does 2 seconds feel like?

Impact of additional delay on business metrics

What does 5 seconds feel like?

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

http://en.oreilly.com/velocity2009/public/schedule/detail/7709

Shopzilla had another angle

5-12% increase in revenue

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.

Impact A/B Testing

19% 0.9%

Performance

Revenue per thousand

Notice a trend in the data?

Tying web performance to business outcomes for

mortal companies

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KPIsKPIs

NEWVISITORS

GROWTH

BOUNCERATE

CONVERSIONRATE

ORDERVALUE

TIMEON

PAGESPER

NUMBEROF VISITS

SEARCHES

TWEETS

MENTIONS

ADS SEEN

ATTENTION ENGAGEMENT BUSINESS METRIC

SEARCH IMPACT

AD CLICKS

USERS Productivity

and Satisfaction

It’s time for an experiment

StrangeloopStrangeloop

Analytics

VisitorVisitor WebWebserverserver

Optimize?

Decide whether

to optimize

Insertsegmentmarker

Normalcontent

Accelerated

Unaccelerated

Receivepage

Processscripts

Sendanalytics

Analytics

Business Analytics

Performance Analytics

Acceleration

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

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 did Output

Browser

Users flow

Other Users Flow

Accelerated

58 roundtrips 5 roundtripsPayload Reduced 78%

57 roundtrips 4 roundtripsPayload Reduced by 86%

First Time Visitor

Repeat Visitor

Before Strangeloop After Strangeloop

More Information

http://www.webperformancetoday.com/

Individual Site Data

Can we share your data?

JC Whitney Story

Business Impact

Revenue Conversion

More Likely to buy on

first visit

Business Impact

9% 29%

Average Order size

Conversion

More Likely to buy on

first visit

More Likely to return for a

second visit

Aggregated Data: Trends

Data Collection

Example: Landing Pages

• Entry to a flow• First page matters• Landing page performance is very

impactful to your business metrics

Is this project worth doing?

http://www.webperformancetoday.com/2010/06/23/the-performance-metrics-project/

http://bit.ly/anuQ22

Velocity 2010: Performance Impact, Part Two: More Findings from the Front Lines of Web Acceleration

Technology