E-finance performance outlook 2013 Outperform your competitors with a fast user experience

A fast website leads to more pages viewed, satisfied

visitors and ultimately higher conversion rates.

Performance is therefore not a feature, but an important

requirement for every site owner and online marketer,

especially in highly competitive online markets like

finance, retail and travel.

This short study provides an overview of the current

performance delivered by the e-Finance 50. Based on 4

weeks of data collected we analyzed the average page speed

as experienced on both a desktop browser as mobile browser.

This report also provides insights into the optimization

potential of the e-Finance 50 when looking at basic

optimization techniques.

Fast insight in both performance experienced and

optimization potential for 2013.

Enjoy reading!

The MeasureWorks team

e-Finance 50 Performance Outlook

2013 1. Ranking the e-Finance

50

2. Mobile performance

3. Content breakdown

4. Optimization potential

5. About MeasureWorks

What you can expect:

2

Only 0,7 sec. for the e-Finance fastest

website to appear on your desktop

Only 8 of all e-Finance 50 websites is optimized

for mobile browsers

On average e-Finance 50 websites load in 3,97 sec. on your

desktop, compared to 8,12 sec. for mobile website

Based on page speed (load

time) the 50 leaders in the

Dutch Finance industry (both

Finance & Insurance) are

ranked.

Fastest website in the e-

Finance 50 is www.iza.nl with

0,7 seconds. Compared to

number 50, with 8,7 seconds,

www.iza.nl is over 12 times

faster.

The average page speed of

the e-Finance 50 is 3,97

seconds.

Rank Site Load time

1 iza.nl 0,7

2 delagelanden.com 1,1

3 leaseplanbank.nl 1,4

4 zwitserleven.nl 1,6

5 atbank.nl 1,6

6 unigarant.nl 1,7

7 rabobank.nl 2,1

8 eurocross.nl 2,1

9 bng.nl 2,2

10 regiobank.nl 2,2

Top 10 Bottom 10

Average

Top 10

Average

Bottom 10

1,67 sec. Speed 7,45 sec.

710 kb Size 957 kb

34 Objects 69

The bottom 10 websites are

over 4x slower compared to the

top 10

1. e-Finance

50 ranking Rank Site Load time

41 cz.nl 5,7

42 robecodirect.nl 6,1

43 binck.nl 6,6

44 movir.nl 6,7

45 nn.nl 6,8

46 asr.nl 6,9

47 inshared.nl 7,0

48 abnamro.nl 7,9

49 staalbankiers.nl 8,7

50 home.ingdirect.com 8,7

Measurement details: Tool: Webpagetest.org

Test: Homepages only

Settings: 10000/1500 Kbps, 40ms Latency

Browser: Internet Explorer 8

4

Mobile is quickly becoming the

most important touch point of

your customer with your brand

and product. This journey often

start with a mobile browser and

your mobile website before

customers start using a native

application.

Your users expect a mobile

website to be as fast or even

faster than your desktop site.

Optimizing for mobile usage

brings challenges, looking at

screen size, l imited bandwidth

and mobile usage scenarios.

Test results however show that

few sites are optimized for

mobile usage, with an average

page speed of 8,12 seconds

Mobile optimized?

Mobile vs. Desktop

2. Mobile

performance

8

42 Mobile site

Desktop site

Measurement details: LG android phone over WIFI with traffic

shaping. Connectivity: 2000/1000 Kbps, 150ms

Latency.

Note: Several websites do present a mobile website,

but only for iOS devices. Not for android

devices.

8,12

3,97

0123456789

Loading a url on your

mobile phone takes, on

average, twice as long

compared to desktop

Only 8 out of 50 mobile

sites provide a page

optimized for mobile

(on android)

5

Size and number of objects

have great impact on

performance. Every byte

needs to be downloaded so

this makes load time of big

pages very dependable on

transfer speed of internet

connections. Impact of size

will be noticed most on slow

connections like mobile.

Every object on a page needs

to be requested. Every

request adds time – a

request is l ike an errant run

to the server for extra

content.

3. Content

breakdown

3,9

7,2

15,6

27

0,5

HTML

Stylesheets

Javascript

Image

Flash

72

57

295

351

31

Size distribution Object distribution

805kb size average 54 objects average

The top10 contains 50% less

objects compared to the

bottom10

Average

Top 10

Average

Bottom 10

1,67 sec. Speed 7,45 sec.

710 kb Size 957 kb

34 Objects 69

6

Based on basic performance

best practices MeasureWorks

determined the performance

potential for the E-finance 50,

more specif ically the bottom

10 websites.

Biggest optimization potential

is detected on the website of

Staalbankiers. A few large,

inefficient images increase

performance dramatically.

After optimization the

loadtime is improved by 75%!

Rank Site Load time Potential New ranking

41 CZ.nl 5,7 42% 25 42 robecodirect.nl 6,1 44% 26 43 binck.nl 6,6 5% 42 44 movir.nl 6,7 49% 26 45 nn.nl 6,8 16% 40 46 asr.nl 6,9 32% 35 47 inshared.nl 7,0 14% 42 48 abnamro.nl 7,9 30% 38 49 staalbankiers.nl 8,7 75% 8 50 home.ingdirect.com 8,7 12% 47

e-Finance bottom 10 performance potential 4. Optimization

potential

Unlock your potential for

2013!

7

Want your own performance report or more details? Contact us via info@measureworks.nl and/or @measureworks

MeasureWorks ensures fast and reliable websites and mobile

apps. We are constantly working to analyze and optimize the

performance of our customers online environment, to exceed their

business objectives. For this we create and combine data from

different data sources. Combined with the expertise of our

consultants we deliver actionable insights and optimization.

Our customers, like Bol.com, Nationale Nederlanden, Achmea

and GlobalCollect, manage the real-time impact of performance

on their business objectives and deliver an user experience that

exceeds the expectations of online visitors.

www.measureworks.nl

5. About

MeasureWorks