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

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Last year at Velocity, Strangeloop's VP Product, Hooman Beheshti, presented the findings from phase one of Strangeloop’s long-term research into the relationship between web performance and business benefits. The results were also published in Watching Websites. Since then, we’ve received a barrage of questions from the web performance community, which fueled phase two of our study. In this presentation, Strangeloop president Joshua Bixby offers our most recent findings. Some of the community’s questions were: * Who were the clients? * How fast were the pages? * What acceleration techniques were implemented? * What happened to the key page components (such as JS size, payload and roundtrips) of the websites? * How did changing key variables (page load time, payload, number of roundtrips, etc.) affect the outcome? We’ve been collecting and analyzing data to help us answer these questions, as well as some new ones we’ve thought up along the way. Join us as we present our findings, and help us consider what areas deserve further study.
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Web Performance and key business metrics Part II: More Findings from the Front Line of Web Acceleration
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Page 1: Velocity 2010: Performance Impact, Part Two: More Findings from the Front Lines of Web Acceleration

Web Performance and key business metrics

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

Page 2: Velocity 2010: Performance Impact, Part Two: More Findings from the Front Lines of Web Acceleration

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

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

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

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

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

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8© 2010 Strangeloop Networks Strangeloop. Faster Websites. Automatically. 8

How do we prioritize?P

erf

orm

an

ce

Cost

Easy Hard

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

http://www.flickr.com/photos/spunter/393793587 http://www.flickr.com/photos/laurenclose/2217307446

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What do we know?

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

http://www.webperformancetoday.com/2010/06/15/everything-you-wanted-to-know-about-web-performance/
http://www.webperformancetoday.com/2010/06/15/everything-you-wanted-to-know-about-web-performance/
http://www.webperformancetoday.com/2010/06/15/everything-you-wanted-to-know-about-web-performance/
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© 2010 Strangeloop Networks Strangeloop. Faster Websites. Automatically. 11

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What does 400ms feel like?

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Impact of page load time on average daily searches per user

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What does 2 seconds feel like?

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Impact of additional delay on business metrics

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What does 5 seconds feel like?

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© 2010 Strangeloop Networks Strangeloop. 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

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

Shopzilla had another angle

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5-12% increase in revenue

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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.

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Impact A/B Testing

19% 0.9%

Performance

Revenue per thousand

pages

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Notice a trend in the data?

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Tying web performance to business outcomes for

mortal companies

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© 2010 Strangeloop Networks Strangeloop. Faster Websites. Automatically. 32

http://www.flickr.com/photos/spunter/393793587 http://www.flickr.com/photos/laurenclose/2217307446

KPIsKPIs

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NEWVISITORS

GROWTH

BOUNCERATE

LOSS

CONVERSIONRATE

ORDERVALUE

x

TIMEON

SITE

PAGESPER

VISIT

NUMBEROF VISITS

SEARCHES

TWEETS

MENTIONS

ADS SEEN

ATTENTION ENGAGEMENT BUSINESS METRIC

SEARCH IMPACT

AD CLICKS

USERS Productivity

and Satisfaction

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It’s time for an experiment

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StrangeloopStrangeloop

Analytics

VisitorVisitor WebWebserverserver

Optimize?

Decide whether

to optimize

Insertsegmentmarker

Normalcontent

Accelerated

Unaccelerated

Receivepage

Processscripts

Sendanalytics

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Analytics

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© 2010 Strangeloop Networks Strangeloop. Faster Websites. Automatically. 37

Business Analytics

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Performance Analytics

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Acceleration

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Acceleration

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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

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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

URL

Browser

Users flow

Other Users Flow

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Accelerated

58 roundtrips 5 roundtripsPayload Reduced 78%

57 roundtrips 4 roundtripsPayload Reduced by 86%

First Time Visitor

Repeat Visitor

Before Strangeloop After Strangeloop

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More Information

http://www.webperformancetoday.com/

http://www.webperformancetoday.com/
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Individual Site Data

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Can we share your data?

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JC Whitney Story

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Business Impact

2%

2%

7%

Revenue Conversion

More Likely to buy on

first visit

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Business Impact

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Business Impact

6%

9% 29%

Average Order size

Conversion

More Likely to buy on

first visit

38%

More Likely to return for a

second visit

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Aggregated Data: Trends

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Data Collection

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Example: Landing Pages

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

impactful to your business metrics

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Is this project worth doing?

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

http://bit.ly/anuQ22

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