Professional Documents
Culture Documents
Impact
How Web speed affects online business
KPIs
Alistair Croll, Hooman Beheshti,
Analyst, Bitcurrent VP Product, Strangeloop
Author of O’Reilly’s
Complete Web Monitoring
Today’s Hosts
10 s
1 s
100 ms
10 ms
! Zzz
http://www.flickr.com/photos/spunter/393793587 http://www.flickr.com/photos/laurenclose/2217307446
E v e ry th in g is
We’re getting better
Impact of page load time on
average daily searches per user
Impact of additional delay on
business metrics
Shopzilla had another angle
Big, high-traffic 16 month re-
site engineering
◦100M impressions a ◦Page load from 6
day seconds to 1.2
◦8,000 searches a ◦Uptime from 99.65%
to 99.97%
second
◦10% of previous
◦20-29M unique hardware needs
visitors a month
◦100M products
http://en.oreilly.com/velocity2009/public/schedule/detail/7709
5-12% increase in
revenue
Transactional SaaS
Media Collaborative
http://www.flickr.com/photos/spunter/393793587 http://www.flickr.com/photos/laurenclose/2217307446
http://www.flickr.com/photos/mrmoorey/160654236
ATTENTION ENGAGEMENT CONVERSION
NEW
VISITORS
GROWTH
CONVERSION
RATE
SEARCHES
TWEETS
MENTIONS
NUMBER
OF VISITS
PAGES
PER
VISIT
TIME
ON
SITE
x
ADS SEEN
ORDER
LOSS VALUE
BOUNCE
RATE
It ’ s time for an experiment
Visitor Strangeloop Web
server
Decide whether
to optimize
Accelerated Normal
Receive content
page
Opti Insert
Process mize segment
scripts marker
?
Send
analytics Unaccelerated
Google
analytics
What we learned
Traffic levels
Bounce rate
% New visitors
Average time on site
Pages per visit
Conversion rate & order value
Justifying an investment in
performance
Current
daily orders * (Increased
conversions + Increased
)
order value
ROI
= ( days )
Cost of performance
enhancement
Justifying an investment in
performance
Caveats
◦Your mileage will vary
◦This is just how to think about it
Conclusions
# of
visits
Optimized
0 Visitor 10,000
latency
# of
visits
21 . 58
%
bette
0 r Visitor 10,000
latency
Best 5% Worst 5%
# of
visits
Optimized
0 Visitor 10,000
latency
Gajillions
$ per
day
0
0 Visitor 10,000
latency
Gajillions
$ per
day
0
0 Visitor 10,000
latency
Twitter: @acroll