impact of web latency on conversion rates
DESCRIPTION
Research on the relationship between web page latency and web analytics KPIs such as time on site, bounce rate, and conversion, including experimental data from Google, Microsoft Bing, Shopzilla, and StrangeloopTRANSCRIPT
![Page 1: Impact of web latency on conversion rates](https://reader034.vdocuments.net/reader034/viewer/2022052619/555853c4d8b42a993b8b4af1/html5/thumbnails/1.jpg)
Performance ImpactHow Web speed affects online business KPIs
![Page 2: Impact of web latency on conversion rates](https://reader034.vdocuments.net/reader034/viewer/2022052619/555853c4d8b42a993b8b4af1/html5/thumbnails/2.jpg)
Today’s Hosts
Hooman Beheshti, VP Product, Strangeloop
Alistair Croll,Analyst, BitcurrentAuthor of O’Reilly’s Complete Web Monitoring
![Page 3: Impact of web latency on conversion rates](https://reader034.vdocuments.net/reader034/viewer/2022052619/555853c4d8b42a993b8b4af1/html5/thumbnails/3.jpg)
![Page 4: Impact of web latency on conversion rates](https://reader034.vdocuments.net/reader034/viewer/2022052619/555853c4d8b42a993b8b4af1/html5/thumbnails/4.jpg)
![Page 5: Impact of web latency on conversion rates](https://reader034.vdocuments.net/reader034/viewer/2022052619/555853c4d8b42a993b8b4af1/html5/thumbnails/5.jpg)
![Page 6: Impact of web latency on conversion rates](https://reader034.vdocuments.net/reader034/viewer/2022052619/555853c4d8b42a993b8b4af1/html5/thumbnails/6.jpg)
10 s
1 s
100 ms
10 ms! Zzz
![Page 7: Impact of web latency on conversion rates](https://reader034.vdocuments.net/reader034/viewer/2022052619/555853c4d8b42a993b8b4af1/html5/thumbnails/7.jpg)
![Page 8: Impact of web latency on conversion rates](https://reader034.vdocuments.net/reader034/viewer/2022052619/555853c4d8b42a993b8b4af1/html5/thumbnails/8.jpg)
![Page 9: Impact of web latency on conversion rates](https://reader034.vdocuments.net/reader034/viewer/2022052619/555853c4d8b42a993b8b4af1/html5/thumbnails/9.jpg)
http://www.flickr.com/photos/spunter/393793587 http://www.flickr.com/photos/laurenclose/2217307446
![Page 10: Impact of web latency on conversion rates](https://reader034.vdocuments.net/reader034/viewer/2022052619/555853c4d8b42a993b8b4af1/html5/thumbnails/10.jpg)
Everything is interwoven.
![Page 11: Impact of web latency on conversion rates](https://reader034.vdocuments.net/reader034/viewer/2022052619/555853c4d8b42a993b8b4af1/html5/thumbnails/11.jpg)
We’re getting better
![Page 12: Impact of web latency on conversion rates](https://reader034.vdocuments.net/reader034/viewer/2022052619/555853c4d8b42a993b8b4af1/html5/thumbnails/12.jpg)
![Page 13: Impact of web latency on conversion rates](https://reader034.vdocuments.net/reader034/viewer/2022052619/555853c4d8b42a993b8b4af1/html5/thumbnails/13.jpg)
Impact of page load time on average daily searches per user
50ms p
re-h
eader
100ms p
re-h
eader
200ms p
ost-header
200ms p
ost-ads
400ms p
ost-header
-0.70%
-0.60%
-0.50%
-0.40%
-0.30%
-0.20%
-0.10%
0.00%
![Page 14: Impact of web latency on conversion rates](https://reader034.vdocuments.net/reader034/viewer/2022052619/555853c4d8b42a993b8b4af1/html5/thumbnails/14.jpg)
![Page 15: Impact of web latency on conversion rates](https://reader034.vdocuments.net/reader034/viewer/2022052619/555853c4d8b42a993b8b4af1/html5/thumbnails/15.jpg)
Impact of additional delay on business metrics
50 200 500 1000 2000-5.00%-4.50%-4.00%-3.50%-3.00%-2.50%-2.00%-1.50%-1.00%-0.50%0.00%
Queries per visitor Query refinement Revenue per visitorAny clicks Satisfaction
Added delay
Per
cen
t ch
ange
![Page 16: Impact of web latency on conversion rates](https://reader034.vdocuments.net/reader034/viewer/2022052619/555853c4d8b42a993b8b4af1/html5/thumbnails/16.jpg)
Shopzilla had another angle
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
![Page 17: Impact of web latency on conversion rates](https://reader034.vdocuments.net/reader034/viewer/2022052619/555853c4d8b42a993b8b4af1/html5/thumbnails/17.jpg)
5-12% increase in revenue
![Page 18: Impact of web latency on conversion rates](https://reader034.vdocuments.net/reader034/viewer/2022052619/555853c4d8b42a993b8b4af1/html5/thumbnails/18.jpg)
![Page 19: Impact of web latency on conversion rates](https://reader034.vdocuments.net/reader034/viewer/2022052619/555853c4d8b42a993b8b4af1/html5/thumbnails/19.jpg)
![Page 20: Impact of web latency on conversion rates](https://reader034.vdocuments.net/reader034/viewer/2022052619/555853c4d8b42a993b8b4af1/html5/thumbnails/20.jpg)
Tying web latency to business outcomes
![Page 21: Impact of web latency on conversion rates](https://reader034.vdocuments.net/reader034/viewer/2022052619/555853c4d8b42a993b8b4af1/html5/thumbnails/21.jpg)
http://www.flickr.com/photos/spunter/393793587 http://www.flickr.com/photos/laurenclose/2217307446
KPIs
![Page 22: Impact of web latency on conversion rates](https://reader034.vdocuments.net/reader034/viewer/2022052619/555853c4d8b42a993b8b4af1/html5/thumbnails/22.jpg)
![Page 23: Impact of web latency on conversion rates](https://reader034.vdocuments.net/reader034/viewer/2022052619/555853c4d8b42a993b8b4af1/html5/thumbnails/23.jpg)
http
://w
ww
.flic
kr.c
om/p
hoto
s/m
rmoo
rey/
1606
5423
6
![Page 24: Impact of web latency on conversion rates](https://reader034.vdocuments.net/reader034/viewer/2022052619/555853c4d8b42a993b8b4af1/html5/thumbnails/24.jpg)
![Page 25: Impact of web latency on conversion rates](https://reader034.vdocuments.net/reader034/viewer/2022052619/555853c4d8b42a993b8b4af1/html5/thumbnails/25.jpg)
NEWVISITORS
GROWTH
BOUNCERATE
LOSS
CONVERSION
RATE
ORDERVALUE
xTIMEON
SITE
PAGES
PERVISIT
NUMBEROF
VISITS
SEARCHES
TWEETS
MENTIONS
ADS SEEN
ATTENTION ENGAGEMENT CONVERSION
![Page 26: Impact of web latency on conversion rates](https://reader034.vdocuments.net/reader034/viewer/2022052619/555853c4d8b42a993b8b4af1/html5/thumbnails/26.jpg)
It’s time for an experiment
![Page 27: Impact of web latency on conversion rates](https://reader034.vdocuments.net/reader034/viewer/2022052619/555853c4d8b42a993b8b4af1/html5/thumbnails/27.jpg)
Strangeloop
Googleanalytic
s
Visitor Webserve
r
Optimize?
Decide whether
to optimize
Insertsegmentmarker
Normalcontent
Accelerated
Unaccelerated
Receivepage
Processscripts
Sendanalytics
![Page 28: Impact of web latency on conversion rates](https://reader034.vdocuments.net/reader034/viewer/2022052619/555853c4d8b42a993b8b4af1/html5/thumbnails/28.jpg)
What we learned
![Page 29: Impact of web latency on conversion rates](https://reader034.vdocuments.net/reader034/viewer/2022052619/555853c4d8b42a993b8b4af1/html5/thumbnails/29.jpg)
Traffic levels
Optimized Unoptimized0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000 8,505
4,740
Tot
al n
um
ber
of v
isit
s
![Page 30: Impact of web latency on conversion rates](https://reader034.vdocuments.net/reader034/viewer/2022052619/555853c4d8b42a993b8b4af1/html5/thumbnails/30.jpg)
Bounce rate
Optimized Unoptimized12.80%
13.00%
13.20%
13.40%
13.60%
13.80%
14.00%
14.20%
14.40%
14.60%
13.38%
14.35%
Bo
unce
rat
e
![Page 31: Impact of web latency on conversion rates](https://reader034.vdocuments.net/reader034/viewer/2022052619/555853c4d8b42a993b8b4af1/html5/thumbnails/31.jpg)
% New visitors
Optimized Unoptimized0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
16.00%
10.85%
13.61%
Per
cent
new
vis
its
![Page 32: Impact of web latency on conversion rates](https://reader034.vdocuments.net/reader034/viewer/2022052619/555853c4d8b42a993b8b4af1/html5/thumbnails/32.jpg)
Average time on site
Optimized Unoptimized0:00:00
0:07:12
0:14:24
0:21:36
0:28:48
0:36:00
0:30:10
0:23:50
Tim
e (s
econ
ds)
![Page 33: Impact of web latency on conversion rates](https://reader034.vdocuments.net/reader034/viewer/2022052619/555853c4d8b42a993b8b4af1/html5/thumbnails/33.jpg)
Pages per visit
Optimized Unoptimized0
2
4
6
8
10
12
14
16
18
15.64
11.04
Pag
es
![Page 34: Impact of web latency on conversion rates](https://reader034.vdocuments.net/reader034/viewer/2022052619/555853c4d8b42a993b8b4af1/html5/thumbnails/34.jpg)
Conversion rate & order value
Conversion rate Order value
-20.00%
-15.00%
-10.00%
-5.00%
0.00%
5.00%
10.00%
15.00%
20.00%16.07%
5.51%
Chan
ge in
sh
oppi
ng c
art m
etri
c
![Page 35: Impact of web latency on conversion rates](https://reader034.vdocuments.net/reader034/viewer/2022052619/555853c4d8b42a993b8b4af1/html5/thumbnails/35.jpg)
Justifying an investment in performance
Currentdaily orders
Increasedconversions
Increasedorder value
Cost of performanceenhancement
* +=
ROI(days)
( )
![Page 36: Impact of web latency on conversion rates](https://reader034.vdocuments.net/reader034/viewer/2022052619/555853c4d8b42a993b8b4af1/html5/thumbnails/36.jpg)
Justifying an investment in performance
Caveats◦Your mileage will vary◦This is just how to think about it
$10,000 0.1607 0.0551
$50,000
* +( ) $2,158
$50,000=
23.17days=
![Page 37: Impact of web latency on conversion rates](https://reader034.vdocuments.net/reader034/viewer/2022052619/555853c4d8b42a993b8b4af1/html5/thumbnails/37.jpg)
Conclusions
Links between performance and business KPIs are undeniable
By talking the same language, IT and marketing can finally agree on what to do about itChanging from “X times faster” to “$Y more
money” makes the business careMore research is needed
![Page 38: Impact of web latency on conversion rates](https://reader034.vdocuments.net/reader034/viewer/2022052619/555853c4d8b42a993b8b4af1/html5/thumbnails/38.jpg)
What we need next
Optimized
Different visitors experienced different performance levels.
0 10,000Visitorlatency
# ofvisits
![Page 39: Impact of web latency on conversion rates](https://reader034.vdocuments.net/reader034/viewer/2022052619/555853c4d8b42a993b8b4af1/html5/thumbnails/39.jpg)
What we need next
21.58%better
Right now we have a single experiment, and a single resulting business impact.
0 10,000Visitorlatency
# ofvisits
![Page 40: Impact of web latency on conversion rates](https://reader034.vdocuments.net/reader034/viewer/2022052619/555853c4d8b42a993b8b4af1/html5/thumbnails/40.jpg)
What we need next
Optimized
Visitors who were optimized fall into a range – the 5th to 95th percentile
Best 5% Worst 5%
0 10,000Visitorlatency
# ofvisits
![Page 41: Impact of web latency on conversion rates](https://reader034.vdocuments.net/reader034/viewer/2022052619/555853c4d8b42a993b8b4af1/html5/thumbnails/41.jpg)
What we need next
If we have several experiments, we can understand the relationship better.
24%
18%14%
12%
9.5%
0 10,000Visitorlatency
$ perday
0
Gajillions
![Page 42: Impact of web latency on conversion rates](https://reader034.vdocuments.net/reader034/viewer/2022052619/555853c4d8b42a993b8b4af1/html5/thumbnails/42.jpg)
What we need next
0 10,000Visitorlatency
$ perday
Every web business has a curve like this hidden inside it.
0
Gajillions
![Page 43: Impact of web latency on conversion rates](https://reader034.vdocuments.net/reader034/viewer/2022052619/555853c4d8b42a993b8b4af1/html5/thumbnails/43.jpg)
Questions? (Submit your questions using the GoToWebinar question tool)
![Page 44: Impact of web latency on conversion rates](https://reader034.vdocuments.net/reader034/viewer/2022052619/555853c4d8b42a993b8b4af1/html5/thumbnails/44.jpg)
More informationVisit: www.watchingwebsites.comVisit: www.bitcurrent.comTwitter: @acroll