Connecting Web Performance to Business Results Using mPulse
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The document discusses the critical link between web performance and business outcomes, emphasizing that even minor improvements in site speed can significantly boost conversion rates. It outlines necessary steps for businesses to measure and optimize their web performance, including identifying target areas and predicting return on investment. Additionally, it highlights the importance of real user measurements and strategic focus on key pages to maximize revenue.
Connecting Web Performance to Business Results Using mPulse
- 1. © AKAMAI - EDGE 2017 CONNECTING WEB PERFORMANCE TO BUSINESS RESULTS Enterprise Architect, Web Performance Ken Harker
- 2. © AKAMAI - EDGE 2017 Agenda • Your Motivation • You Need a Plan • Finding Direction • Setting Targets • Allocating Resources • Expecting Success • Where Do We Go Next?
- 3. © AKAMAI - EDGE 2017 Users Are Online More Than Ever • Source: eMarketer
- 4. © AKAMAI - EDGE 2017 Mobile Commerce: 2016 Holidays Just imagine what it could have been if every user had experienced great performance Mobile shopping carts had a 56% abandonment rate – poor performance is one of the top three reasons Source: Slice Intelligence
- 5. © AKAMAI - EDGE 2017 Being Slow Can Be Worse Than Being Down • Performance affects the user perception of site quality • The effect persists into the future • This is hard to appreciate fully
- 6. © AKAMAI - EDGE 2017 We Can Silence the Doubters • https://wpostats.com/
- 7. © AKAMAI - EDGE 2017 Early History • In 2006, Google published a landmark study showing that 500 ms of delay reduced web searches by 25% • In 2009, Bing and Google published joint experiments • 200 ms was enough to measurably change user engagement • 500 ms was all it took to impact revenue
- 8. © AKAMAI - EDGE 2017 More Recent Published Findings • In 2013, Walmart revealed that every 100 ms improvement in page load time resulted in a 1% increase in revenue • In 2017, Akamai publishes biannual State of Online Retail Performance report • 100 ms delay in website load time can hurt conversion rates by 7%
- 9. © AKAMAI - EDGE 2017 So You Need a Plan 1. Identify how performance is affecting your business 2. Have justifiable targets 3. Know where to focus your efforts 4. Predict Your Return on Investment Akamai mPulse has the tools you need to execute your plan
- 10. © AKAMAI - EDGE 2017 Performance Is Not All That Matters To Your Customers ✓ Pricing ✓ Quality ✓ Incentives ✓ Marketing ✓ Ease of Use …but more a responsive web experience is definitely part of the solution …and very small improvements in performance can make a big difference
- 11. © AKAMAI - EDGE 2017 We Start with Measurements • You need to know where you are starting from • You need to be measuring with accuracy and completeness • You need to be able to monitor your progress • You need to be able to identify success
- 12. © AKAMAI - EDGE 2017 The Ecosystem of Site Performance Back-End Monitoring the Nuts and Bolts of Your Infrastructure and Application Synthetic Probing for Weakness Web Analytics Categorizing and Understanding Your Site Visitors RUM Revealing the Customer Experience
- 13. © AKAMAI - EDGE 2017 APM, Synthetic, and Analytics APM • ✗ No insight into overall visitor experience • ✗ Unable to track performance of third-party services Synthetic • ✗ No insight into visitor engagement • ✗ No insight into conversion and revenue Web Analytics • ✗ Light, to no, insights into performance
- 14. © AKAMAI - EDGE 2017 Real User Measurements • The Good • Ground truth for performance • Covers all variety of site visitors (geography, device, connection) • Captures both performance and business metric data at the same time • The Challenges • Data sets can be extremely large • Data is noisy • Distilling this data into business intelligence can be a challenge
- 15. © AKAMAI - EDGE 2017 Large Sites Should Use All Four Measurement Systems Only RUM gives us the magic connection between performance and business outcome
- 16. © AKAMAI - EDGE 2017 Akamai mPulse World’s premier Real User Measurement platform Acquired by Akamai in April 2017
- 17. © AKAMAI - EDGE 2017 Operational Dashboards • Real-time • Comprehensive • Easy to filter • Customizable • Shareable
- 18. © AKAMAI - EDGE 2017 Data Science • Analyze large volumes of historical data • Data modeling that can take longer to complete than “real-time” • Powerful correlations and other discovery mechanisms
- 19. © AKAMAI - EDGE 2017 Triage and Diagnostics • Details on every resource request of every page view • Drill into front- end performance issues
- 20. © AKAMAI - EDGE 2017 Real-Time Alerts • Of course, you can alert on performance events • You can also alert on business metrics • Conversion Rate drops too low • Too many or too few page views
- 21. © AKAMAI - EDGE 2017 But What About Business Insights? • How Fast Do I Need To Be? • Where Should I Focus My Limited Human Capital? • What Will My ROI Look Like?
- 22. © AKAMAI - EDGE 2017 How Fast Do I Need To Be? For a retail site, the answer to “How fast do I need to be?” should be: The performance level at which my conversion and revenue are maximized
- 23. © AKAMAI - EDGE 2017 What Is Your Maximum Conversion Rate? A key metric of business success, conversion rate is the percentage of user sessions (visits) that result in a purchase during that session on your site Web site performance is almost always going to affect your conversion rate
- 24. © AKAMAI - EDGE 2017 Every Site is Different, Nothing is Quite the Same Just because an industry study says “2 seconds” does not mean that your site needs to be loading in 2 seconds all the time Not every kind of page is the same Mobile and Desktop can be very different
- 25. © AKAMAI - EDGE 2017 Desktop vs. Mobile vs. Tablet • Different device types can have radically different conversion behavior • Often, you need to treat each class of visitors separately
- 26. © AKAMAI - EDGE 2017 Conversion Rate versus Page Load Time • Discover the point of diminishing returns for performance improvement
- 27. © AKAMAI - EDGE 2017 Break It Down by Page • Not every page on your site will show the same conversion peak
- 28. © AKAMAI - EDGE 2017 Also Consider Bounce Rate • Show how poor performance is driving potential customers away
- 29. © AKAMAI - EDGE 2017 Where Should I Focus My Efforts? Even the largest retail sites only have so many developers and testers You cannot optimize everything at the same time Some pages on your site are more important than others
- 30. © AKAMAI - EDGE 2017 Avoid the Checkout Flow Trap It is tempting to want to focus on the checkout flow as if it is the primary point of abandonment In our experience, this is a mistake Users do not always flow through the site in the same sequence Users often break their shopping across multiple sessions
- 31. © AKAMAI - EDGE 2017 Find the Links Between Performance and Conversion Focus on the pages that show the highest correlation to user engagement and conversion Almost always, these will be pages prior to the steps where a user has decided to make a purchase
- 32. © AKAMAI - EDGE 2017 Relative Conversion Impact Score • Identify the pages on your site whose performance could have the most impact to the conversion rate
- 33. © AKAMAI - EDGE 2017 Relative Activity Impact Score • The best option for sites with a page visit revenue generation model • Also excellent for retail sites!
- 34. © AKAMAI - EDGE 2017 What is My Return on Investment? Based on current site visitor behavior and current site performance, we can try to predict the future
- 35. © AKAMAI - EDGE 2017 The What-If Dashboard
- 36. © AKAMAI - EDGE 2017 What-If Gives You a Running Start • Investing in performance, rather than features or marketing or other initiatives, can sometimes be a hard sell inside organizations • The data models behind the What-If Dashboard help justify an appropriate level of investment in site performance
- 37. © AKAMAI - EDGE 2017 Real-World Results
- 38. © AKAMAI - EDGE 2017 Summary • Small changes in site performance can impact your bottom line • Target the page load time where your conversion rate is maximized • Focus on the pages that matter most to your conversion and revenue • Leverage real user measurements on your journey to better results
- 39. © AKAMAI - EDGE 2017 Where Do We Go Next? Continuity Metrics Consistency
- 40. © AKAMAI - EDGE 2017 Measuring the Continuous User Experience • The future of Boomerang and Akamai mPulse • Capture Visually Ready and Time to Interactive • Capture in-page Interactions • Framerate data and number of LongTasks • Just like with Page Load Time, we will be able to correlate these to the business outcome of the site
- 41. © AKAMAI - EDGE 2017 No More Anomalies! Data models for more sophisticated analysis
- 42. © AKAMAI - EDGE 2017 The “Eighty Twenty” Rule “80-90% of the end-user response time is spent on the frontend. Start there.” – Steve Souders, 2003 “80-90% of the user experience on your web site happens before the decision to purchase. Start there.” – Ken Harker, 2017
- 43. © AKAMAI - EDGE 2017
- 44. © AKAMAI - EDGE 2017 Additional Reading • Meyer, Marissa. “What Google Knows”. O’Reilly Web 2.0 Conference. 9 November 2006. • Schurman, Eric and Brutlag, Jake. “The User and Business Impact of Server Delays, Additional Bytes, and HTTP Chunking in Web Search”. O’Reilly Velocity Conference. 23 June 2009. • “Just One Second Delay in Page Load Can Cause 7% Loss in Customer Conversions”. Tagman and Glasses Direct. just-one-second-delay-in-page-load-can-cause-7-loss-in-customer- conversions/. 2012. • Crocker, Cliff; Kulick, Aaron; and Ram, Balaji “Real User Monitoring at Walmart”. https://www.slideshare.net/devonauerswald/walmart-pagespeedslide. 2013. • “Akamai Reveals 2 Seconds As The New Threshold Of Acceptability For ECommerce Web Page Response Times”. https://www.akamai.com/us/en/about/news/press/2009-press/akamai-reveals- 2-seconds-as-the-new-threshold-of-acceptability-for-ecommerce-web-page-response-times.jsp. 4 September 2009. • Jupiter Research. “Retail Web Site Performance: Consumer Reaction to a Poor Online Shopping Experience.” https://www.akamai.com/us/en/multimedia/documents/report/akamai-site- abandonment-final-report.pdf. 1 June 2006.