getting page speed into the heads of your organization - a first hand report
DESCRIPTION
Page Speed is important - at least to technical people who love what they do. But how can technical people explain the importance of speed & performance to business people? Simply by talking figures. The talk reflects, WHY we as an organization started to care about performance and introduces the principles of HOW to get the message into the organization delivered. We spent a whole year working on a specific goal named "T4T" to improve page speed on our sites. The talk also mentions some well-known technical principles of how we achieved this goal - and more importantly shows recent statistical learning we generated through our BI measures on the impact of page speed on our business figures.TRANSCRIPT
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www.friendscout24.de www.friendscout24.de
Getting page speed into the
heads of your organization
– a first hand report
Michael Maretzke
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2,46s
How fast should your site be?
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http://www.internetretailer.com/2009/09/15/the-new-page-loading-threshold-2-seconds
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http://www.strangeloopnetworks.com/ resources/research/our-need-for-web-speed/
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State of the union.
http://www.radware.com/stateoftheunion-fall2013
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Why? might you bother
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http://www.nngroup.com/articles/website-response-times/
People want to be in control.
… companies who make us wait instead of providing responsive service
seem either
arrogant or
incompetent
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0.1s
1s
10s
instantaneous
seamless
lost context
Resp
on
se T
ime L
imit
s
http://www.nngroup.com/articles/website-response-times/
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http://connect.phocuswright.com/2010/06/phocuswrightakamai-study-on-travel-site-performance/
57% of online customers will wait 3 seconds or less before leaving the site.
65% of 18-24 years old expect a
page to load in 2 seconds or less.
34% of online customers will less likely return to a site when experiencing technical issues.
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Why? should you bother
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5s faster pages
10% more revenue
http://assets.en.oreilly.com/1/event/29/Shopzilla%27s%20Site%20Redo%20-%20You%20Get%20What%20You%20Measure%20Presentation.ppt
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http://assets.en.oreilly.com/1/event/29/The%20User%20and%20Business%20Impact%20of%20Server%20Delays,%20Additional%20Bytes,%20and%20HTTP%20Chunking%20in%20Web%20Search%20Presentation.pptx
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http://www.exp-platform.com/Documents/IEEEComputer2007OnlineExperiments.pdf
100ms slower pages
1% less revenue
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http://www.exp-platform.com/Documents/IEEEComputer2007OnlineExperiments.pdf
500ms slower results
20% less revenue
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http://www.slideshare.net/stoyan/yslow-20-presentation
400ms slower pages
9% drop in full- page traffic
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http://blog.mozilla.org/metrics/2010/04/05/firefox-page-load-speed-%E2%80%93-part-ii/
2.2s faster download pages
60m additional downloads
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Why did we care?
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decrease increase
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Get it into the
heads
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Give it a face.
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Strategy. Technology. 2013 Technology Goal.
Two – 4 – Twohundred T – Deliver any web page within 2 seconds to our customers.
4 – Deliver any mobile web page within 4 seconds to our customers over 3G.
T – Any request over the REST API is answered below 200 milliseconds.
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Awareness Speed matters
endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++ endless repetition +++
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Tell people what IS
important to you.
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Page Load Time
Page Weight Web TX Time Apdex
(server + network + DOM + rendering)
(#requests + bytes)
(TX duration)
(satisfied req <= T | tolerating req > T | frustrated req > (4xT))
satisfied reqs + (tolerating reqs / 2)
total # of requests Apdex = T=2
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Measure your KPI‘s.
Talk about the KPI‘s.
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What did we do? Technically.
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Titel der Präsentation | Autor der Präsentation
Seite 36
replace icons with webfonts
decrease #of AJAX requests
refactoring views
introducing caches
re-think models
optimize server
load externals asynchronously
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External dependencies asynchronously and / or after onLoad() …
400 ms saved.
load externals asynchronously
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50% of server side load time spent on queries.
re-think models
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921 queries
21 queries
12x faster
re-think models
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What did we gain?
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Result.
Page load time reduction: -27%
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Result.
App server response time: -25%
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Impact.
-24% less profile resigns
Impact analysis on data set for Nov. 12 – Mar. 13
more messages +71% revenue Secret = f(activity ) Secret
activity Secret = f(messages, searches, profiles, pictures, …)
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November
2012
January
2013
March
2013
December
2012
February
2013
User Perception of Performance
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User Perception of Performance
Impact analysis on data set for Nov. 12 – Mar. 13
Big impact and positive measureable reaction after single architecture rework release.
Low impact and no measureable reaction on continuous improvements.
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Titel der Präsentation | Autor der Präsentation
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So, Web Performance …
… is a business differentiator … comes hand-in-hand with an
engineering culture … takes time to get it into the heads
of your organization
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