Measurefest 2014 - Need for (page load) speed
Download as PPTX, PDF0 likes1,449 views
1) Page load speed forms users' first impression of a website and impacts user experience, conversions, traffic, and profits. More than 40% of users abandon websites that take over 3 seconds to load. 2) Measuring and analyzing page load speed metrics in Google Analytics can provide insights on performance issues and suggestions for improvement. The Page Speed Insights tool also identifies high and medium priority fixes. 3) Case study of Equine Superstore showed improvements through server optimizations, installing a caching plugin, and tests. These reduced load time and improved scores and revenues.
Measurefest 2014 - Need for (page load) speed
- 1. Neil Barnes - Head of Insight & Traffic Need for (Page Load) Speed
- 2. Page load speed is your websiteβs mechanism for forming a first impression
- 4. 40% of users abandon a website that takes more than 3 seconds to load Sources: Missouri University of Science, Akamai.com 3 is the magic number! It takes nearly 3 seconds for a user to form their first impression
- 5. But it also goes beyond that vital first impressionβ¦
- 6. Speedy Sites = Better UX Better UX = Happy Users Happy Users = Higher traffic quality & quantity β¦because website users love fast sites! Speedy Sites = A healthier business!
- 7. Itβs not only users that love fast websitesβ¦
- 8. Since 2010, page load speed has formed a factor in Googleβs search ranking algorithm
- 9. 1 second improvement in page load = 7% improvement in conversions / online revenue Small improvements lead to big gains Sources: Akamai.com, gomez.com
- 10. Lasting First Impression Happy Users Better User Experience Reduced Costs Increased Conversions More Sales Improved SEO Conversion Rate Optimisation Fast loading sites provide⦠Page load influences many factors Quality traffic
- 11. Sounds great, but where do I begin?
- 12. 1. Measure 2. Analyse 3. Implement Test4. Test & Monitor Similarities to a CRO framework
- 13. 1. Make page load speed a KPI 2. Google Analytics to analyse 3. Setup tests based off analysis 4. Test & Monitor Similarities to a CRO framework
- 14. 1. Ensure page load speed is a KPI Page load speed is an important, but often forgotten, metric Page load complements key visits and conversions KPIs
- 15. 2. Use Google Analytics to analyse Gain lots of insight on page loads quickly and easily One of the most under utilised suite of reports in Google Analytics
- 16. Results may be surprisingβ¦
- 17. This is worse than I thought! Poor usability impacting SEO lost revenue and conversions! I need more data and insight! β¦ panic may ensue, but help is at hand
- 18. Analyse data by: site page browser desktop vs. mobile location Complete the usual checks
- 19. Speed Suggestions report in Analytics Metrics from Googleβs page speed insights tool https://developers.google.com/speed/pagespeed/insights/ But wait, thereβs more!
- 20. Mobile vs. desktop Traffic light scoring Identifies high and medium priority fixes Shows how to fix Help shape testing
- 21. Page load calculated from 1% of audience by default _setSiteSpeedSampleRate(x) Will increase sample (x=10 means 10% sample) UA: ga(βcreateβ, {βUA-XXXXXX-Yβ, βdomainnameβ, βsiteSpeedSampleRateβ: x}); Classic: _setSiteSpeedSampleRate(x) β called prior to _trackPageview() Note: sample limited to a max of 10,000 daily visitors Top tip β Get even more from your data
- 22. Case Study: Equine Superstore
- 23. High abandonment before server has even responded! 1. KPIs and Benchmarking
- 24. https://developers.google.com/speed/pagespeed/insights/ Technical insights shared with development team 2. Use Google Page Speed Insights Janβ14: Mobile Speed Score β 66/100 Desktop Speed Score β 68/100
- 25. 1.Server improvements β’ Enhance server configs to reduce response time β’ Increased focus on this area to continually optimise 2. Magento Varnish β’ Server extension that allows site use less resources β’ Speed up websites content delivery, reducing page load 3. Tests agreed Aim: Reduce overall page load time to 3-5 secs Aim: Reduce server response to <1 sec
- 26. 4. Server response time has improved Improvement in server response time = 2.65 seconds
- 27. 4. Further benefit from Magento Varnish Improvement in page load time = 6.12 seconds
- 28. How are the stats looking now? Janβ14 Mayβ14 Mobile Score 66 75 +14% Desktop Score 68 78 +15% Reduce overall page load to 3-5 secs: Currently 4.4 secs Reduce server resp. time to <1 sec: Currently 1.01 secs Weekly Non-CPC revenues up Β£3,500 vs. year ago Annual revenue gain of Β£182,000
- 29. Page load forms first impression of your online business 3 seconds is the magic number Page load impacts UX, Conversions, Traffic and Profits Make page load a KPI alongside visits and conversions Thereβs lots of great insight at your fingertips Page speed insights tool great for identifying solutions In summaryβ¦
- 30. Neil Barnes - Head of Insight & Traffic Thank You