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The Art of Staying Fast
@jeroentjepkema
Emerce Conversion 2014
Speed = Happy Users = Conversion
NS Hispeed: Site optimization
0
12,5
25
37,5
50
62,5
75
87,5
100
0-0,5 0,5-1 1-1,5 1,5-2 2-2,5 2,5-3 3-3,5 3,5-4 4-5 5-6 6-7 7-8 8-9 9-10 >10
Non-Bouncerate(%)
Categorienaam
Pageviews(#)
Bouncerate # Pageviews
Bol.com: Speed vs. Engagement per month
Data presented by MeasureWorks at Velocity Conference London 2013: http://bit.ly/MW-VEUrum
Design vs. Speed?
0
25
50
75
100
1 2 3 4 5
Slow Average Fast
%ofrespondentsthatratedtheactualwebsitespeed
Design score (1=bad - 5=beautiful)
Over 60% of people that experienced a slow website ranked
design 2 points lower compared to a fast experience
So... why doesn’t everybody have a
fast website?
Trouble is stickyness?
Gum/Shoe
The problem lies in stickyness
Design = User Experience
+ Performance
http://www.nytimes.com/2012/08/19/opinion/sunday/why-waiting-in-line-is-torture.html?pagewanted=all&_r=0
nytimes.com/2004/02/27/nyregion/27BUTT.html
http://answers.yahoo.com/question/index?qid=1005081200005
“Both offline and online consumers associate long
wait times with poor customer service, however
online consumers often lack context for delays”
http://www.fastcodesign.com/1669788/the-3-white-lies-behind-instagrams-lightning-speed
MeasureWorks - The Art of Staying Fast
“Speed is at it’s best when it creates the feeling
that you don’t have to work to achieve your goal”
1
0,3
0 Source: Jakob Nielsen
Instantaneous: I like it!
Interaction: Let’s conversate...
1
3
0,3
0 Source: Jakob Nielsen
Instantaneous: I like it!
Interaction: Let’s conversate...
Mmm, shall I click away?
10
1
3
0,3
Instantaneous: I like it!
Interaction: Let’s conversate...
Mmm, shall I click away?
Only if the task/content is relevant
0 Source: Jakob Nielsen
MeasureWorks - The Art of Staying Fast
Tested on Android with webpagetest.org (3G (2000Kbps Down, 764Kbps Up)
0:00 sec.
Conversation
starts
Tested on Android with webpagetest.org (3G (2000Kbps Down, 764Kbps Up)
2.5 sec.
First reply
0:00 sec.
Conversation
starts
Tested on Android with webpagetest.org (3G (2000Kbps Down, 764Kbps Up)
2.5 sec.
First reply
0:00 sec.
Conversation
starts
4.5 sec.
Finish
conversation
Tested on Android with webpagetest.org (3G (2000Kbps Down, 764Kbps Up)
2.5 sec.
First reply
0:00 sec.
Conversation
starts
4.5 sec.
Finish
conversation
Comfort zone Tolerated Frustrated
Time to first
paint
Time to interact
Tested on Android with webpagetest.org (3G (2000Kbps Down, 764Kbps Up)
Not just one page, optimize the entire customer journey:
Flow state
Provide relevant content to
support task completion...
...deliver it fast, focus on perception!
How?
Balance your content vs. performance
3 (performance) design questions to ask...
Above the fold?
Which priority?
Improving which metrics?
Mobile Advertising
N = 15
Q = Flow vs. Intrusive. Can you remember the advertiser/brand?
Telegraaf: Intrusive Nu.nl: Flow Dumpert: Intrusive Flipboard: Flow
Telegraaf: Intrusive Nu.nl: Flow Dumpert: Intrusive Flipboard: Flow
Flow Intrusive
If you had to choose? 85% 15%
Do you remember brand? 40% 10%
N = 15
Q = Flow vs. Intrusive. Can you remember the advertiser/brand?
Why do we need that Carousel?
MeasureWorks - The Art of Staying Fast
Priority 1
Priority 1
Priority 2
Priority 1
Priority 2
Priority 3
Priority?
Tested on iPhone with webpagetest.org (3G traffic shaping, 2000Kbps Down, 764Kbps Up, 150ms latency)
90% of all mobile optimized Twinkle100
sites loads menu before actual content
Design for speed...
Put performance in your SLA
We meet to meet...
Setting up your Service Level
A practical (and easy DIY) example:
Purchasing a book,
must be completed (speed),
where every page loads under 3 sec.,
from any location in the Netherlands,
for 90% of all users,
every day between 6am and 12pm,
using IE9 and higher,
Customer journey
Metric: Speed
Target: Sec
User scenario
User locations
Percentile
Service Window
measured with Real User Monitoring. Monitoring type
Read more: Metrics 101, Velocityconf 2010
Repeatable, End-User focused & Quantifiable
Measuring the right performance data
INTERNET CUSTOMERS
Third-party/
Cloud Services
Content
Delivery
Networks
Local
ISP
Mobile
Carriers
Major
ISP
INTERNAL USERS(CLOUD) DATA CENTER
Storage DB Servers Web Servers
App
Servers
Middleware
ServersMainframe
Load
Balancers
Network
Application Delivery Chain
INTERNET CUSTOMERS
Third-party/
Cloud Services
Content
Delivery
Networks
Local
ISP
Mobile
Carriers
Major
ISP
INTERNAL USERS(CLOUD) DATA CENTER
Storage DB Servers Web Servers
App
Servers
Middleware
ServersMainframe
Load
Balancers
Network
85% of all performance issues are
front-end related
Application Delivery Chain
Measuring performance?
Measuring performance? Always outside-
in, from the browser perspective...
2 ways of measuring performance...
Synthetic
Monitoring
Simulate business transactions
Ultimately, synthetic monitoring shows you if your
site’s working or not...
(best used for operations and service reports)
Real User
Monitoring
Relies on navigation timing API, custom variables can be added
Turn on
“Site Speed”
in your GA
account!
http://bit.ly/1ivGWTt
Or try
Soasta “Lite”
http://bit.ly/I5ngs8
Ultimately, Real User Monitoring shows you how many
users are affected by bad performance...
(best used for capacity management and conversion optimization)
One truth to rule them all...
Performance baseline
Establish a baseline:
A pre-defined set of metrics
Establish a baseline:
A pre-defined set of metrics
that describes normal behavior
Establish a baseline:
A pre-defined set of metrics
that describes normal behavior
in order to detect variancies
Establish a baseline:
and to be comparable within historic context
A pre-defined set of metrics
that describes normal behavior
in order to detect variancies
Establish a baseline:
A performance baseline...
Data presented by MeasureWorks at Velocity Conference London 2013: http://bit.ly/MW-VEUrum
0
12,5
25
37,5
50
62,5
75
87,5
100
0-0,5 0,5-1 1-1,5 1,5-2 2-2,5 2,5-3 3-3,5 3,5-4 4-5 5-6 6-7 7-8 8-9 9-10 >10
Non-Bouncerate(%)
Categorienaam
Pageviews(#)
Bouncerate # Pageviews
Bol.com: Speed vs. Engagement per month
0
12,5
25
37,5
50
62,5
75
87,5
100
0-0,5 0,5-1 1-1,5 1,5-2 2-2,5 2,5-3 3-3,5 3,5-4 4-5 5-6 6-7 7-8 8-9 9-10 >10
Non-Bouncerate(%)
Categorienaam
Pageviews(#)
Bouncerate # Pageviews
Bol.com: Speed vs. Engagement per month
Non-Bounce Mobile
LD50: 4.85 sec.
Baseline: 2,7 sec.
Poverty Line: 10,6 sec.
Data presented by MeasureWorks at Velocity Conference London 2013: http://bit.ly/MW-VEUrum
“Every release should be better or
equal to previous version”
End User focused
Helps Create a common language
between business and IT
99% 99minvs.
Metric: Availability
With understandable targets
Targets for conversion...
Some metrics to target for:
Perception
Actionable
Flow
Time to first paint 0.5 - 1 sec.
Time to interact: 1-3 sec
Variation < 20% between pages
What’s your time to first tweet?
https://blog.twitter.com/2012/improving-performance-on-twittercom
“Our customers are not marketing”
Questions so far?
The Art of Staying Fast
1. Start with performance when designing
The Art of Staying Fast
The Art of Staying Fast
1. Start with performance when designing
2. Measure your (service level) targets
The Art of Staying Fast
1. Start with performance when designing
2. Measure your (service level) targets
3. Optimize for your end-user
Thanks! More questions?
M: jtjepkema@measureworks.nl
T: @jeroentjepkema
W: www.measureworks.nl
View slides: bit.ly/MW-CONV14

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