Web Performance and key business metrics

Part II: More Findings from the Front Line of Web Acceleration
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 How do we prioritize?
Easy Hard
Performance

Cost

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 http://www.flickr.com/photos/spunter/393793587 http://www.flickr.com/photos/laurenclose/2217307446

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 What do we know?

http://www.webperformancetoday.com/2010/06/15/everything-you
-wanted-to-know-about-web-performance/
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 What does 400ms feel like?

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 Impact of page load time
on average daily searches per user

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 What does 2 seconds feel like?

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 Impact of additional delay on business
metrics

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 What does 5 seconds feel like?

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Shopzilla had another angle
Big, high-traffic site 16 month re-engineering
◦ 100M impressions a day ◦ Page load from 6 seconds to 1.2
◦ 8,000 searches a second ◦ Uptime from 99.65% to 99.97%
◦ 20-29M unique visitors a ◦ 10% of previous hardware needs
month
◦ 100M products

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 5-12% increase in revenue

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 What they did
• Combining multiple CSS and JavaScript files to reduce external
page calls.
• Serving static content from a domain without cookies.
• Leveraging browser and server-side caching wherever possible.
• Compressing image file sizes on output, and serving .png
wherever possible.
• Asking rich media vendors and the Internet ad industry at large
to take performance considerations into account when building
and serving rich media ads. Any improvements made will
ultimately benefit the advertiser, the server, the publisher and
the user.

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 Impact A/B Testing

19% 0.9%

Performance Revenue per

thousand pages

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 Notice a trend in the data?

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 Tying web performance to
business outcomes for mortal
companies

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 KPIs

http://www.flickr.com/photos/spunter/393793587 http://www.flickr.com/photos/laurenclose/2217307446

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ATTENTION ENGAGEMENT BUSINESS METRIC

SEARCH
IMPACT
NEW
VISITORS
AD CLICKS
GROWTH

SEARCHES
PAGES TIME
TWEETS NUMBER USERS
PER ON
OF VISITS VISIT SITE Productivity and
MENTIONS
Satisfaction
ADS SEEN
LOSS

BOUNCE CONVERSION
RATE RATE

x
ORDER
VALUE
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It’s time for an experiment
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 Visitor Strangeloop Web
server
Decide whether
to optimize

Normal
Receive Accelerated
content
page

Insert
Process
Optimize? segment
scripts
marker

Send
analytics Unaccelerated

Analytics
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 Analytics

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 Business Analytics

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 Performance Analytics

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 Acceleration

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 Acceleration

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 Examples: Complexity
• 493,623,345 Page Views
• 123,876 Individual Pages
• 52,865 Different Landing Pages
• 10 Major Browsers (110 different version)
• 9 Average Pages Views/visitor

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 What is accelerated
Input What we did Output

 Optimize Caching
URL
 Minimize Roundtrips
 Minimize Payload Size
Browser  Optimize Browser
rendering
 Optimize Images
Users flow
 Automatically rewrite to a
CDN
Other Users Flow  Flush the buffer early
 Preloading

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 Accelerated
Before Strangeloop After Strangeloop

First Time Visitor

58 roundtrips 5 roundtrips

Payload Reduced 78%

Repeat Visitor

57 roundtrips 4 roundtrips

Payload Reduced by 86%

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 More Information

http://www.webperformancetoday.com/

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 Individual Site Data

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 Can we share your data?

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 JC Whitney Story

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 Business Impact

2% 2% 7%

More
Revenue Conversion Likely to
buy on first
visit
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 Business Impact

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 Business Impact

6% 9% 29% 38%

Average Conversion More More

Order size Likely to Likely to
buy on first return for a
visit second visit
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 Aggregated Data: Trends

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 Data Collection

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 Example: Landing Pages
• Entry to a flow
• First page matters
• Landing page performance is very impactful to
your business metrics

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 Is this project worth doing?

http://www.webperformancetoday.com/2010/06/23/the-performance-metrics-proje
ct/

http://bit.ly/anuQ22
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