velocity 2010: performance impact, part two: more findings from the front lines of web acceleration
Post on 18-Sep-2014
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Last year at Velocity, Strangeloop's VP Product, Hooman Beheshti, presented the findings from phase one of Strangeloop’s long-term research into the relationship between web performance and business benefits. The results were also published in Watching Websites. Since then, we’ve received a barrage of questions from the web performance community, which fueled phase two of our study. In this presentation, Strangeloop president Joshua Bixby offers our most recent findings. Some of the community’s questions were: * Who were the clients? * How fast were the pages? * What acceleration techniques were implemented? * What happened to the key page components (such as JS size, payload and roundtrips) of the websites? * How did changing key variables (page load time, payload, number of roundtrips, etc.) affect the outcome? We’ve been collecting and analyzing data to help us answer these questions, as well as some new ones we’ve thought up along the way. Join us as we present our findings, and help us consider what areas deserve further study.TRANSCRIPT
Web Performance and key business metrics
Part II: More Findings from the Front Line of Web Acceleration
2© 2010 Strangeloop Networks Strangeloop. Faster Websites. Automatically. 2
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How do we prioritize?P
erf
orm
an
ce
Cost
Easy Hard
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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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Big, high-traffic site◦100M impressions a day◦8,000 searches a
second◦20-29M unique visitors
a month◦100M products
16 month re-engineering
◦ Page load from 6 seconds to 1.2
◦ Uptime from 99.65% to 99.97%
◦ 10% of previous hardware needs
http://en.oreilly.com/velocity2009/public/schedule/detail/7709
Shopzilla had another angle
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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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http://www.flickr.com/photos/spunter/393793587 http://www.flickr.com/photos/laurenclose/2217307446
KPIsKPIs
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NEWVISITORS
GROWTH
BOUNCERATE
LOSS
CONVERSIONRATE
ORDERVALUE
x
TIMEON
SITE
PAGESPER
VISIT
NUMBEROF VISITS
SEARCHES
TWEETS
MENTIONS
ADS SEEN
ATTENTION ENGAGEMENT BUSINESS METRIC
SEARCH IMPACT
AD CLICKS
USERS Productivity
and Satisfaction
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It’s time for an experiment
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StrangeloopStrangeloop
Analytics
VisitorVisitor WebWebserverserver
Optimize?
Decide whether
to optimize
Insertsegmentmarker
Normalcontent
Accelerated
Unaccelerated
Receivepage
Processscripts
Sendanalytics
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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
Optimize Caching Minimize Roundtrips Minimize Payload
Size Optimize Browser
rendering Optimize Images Automatically
rewrite to a CDN Flush the buffer
early Preloading
Input What we did Output
URL
Browser
Users flow
Other Users Flow
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Accelerated
58 roundtrips 5 roundtripsPayload Reduced 78%
57 roundtrips 4 roundtripsPayload Reduced by 86%
First Time Visitor
Repeat Visitor
Before Strangeloop After Strangeloop
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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%
Revenue Conversion
More Likely to buy on
first visit
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Business Impact
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Business Impact
6%
9% 29%
Average Order size
Conversion
More Likely to buy on
first visit
38%
More Likely to return for a
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-project/
http://bit.ly/anuQ22
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