Speed is a critical factor when it comes to converting browsers into buyers but it's often forgotten and other factors prioritised instead. Using real data from UK retailers this talk explores the relationship between speed and conversion
1. Speed: The ‘Forgotten’ Conversion Factor
@AndyDavies NCC Group May 2017
https://www.flickr.com/photos/josepina/286052072/
2. How we commonly think of conversions…
https://www.flickr.com/photos/z0/19814021505
3. But in reality ‘conversions’ come in many forms
https://www.flickr.com/photos/lb1gb/2579266652
4. It’s not just about getting visitors to buy things!
- sign ups / subscriptions
- completing tasks
- clicking on adverts
- sharing things
- finding a store / restaurant
5. Many things affect conversion
https://www.flickr.com/photos/nelc/1208393486
15. BounceRate
0%
25%
50%
75%
100%
Page Load Time (s)
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
Desktop
Mobile
Tablet
Of course Bounce Rate varies by device type
16. ConversionRates
0%
2%
4%
6%
8%
Page Load Time (s)
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
Desktop
Mobile
Tablet
As does Conversion Rate too
17. BounceRate
0%
25%
50%
75%
100%
Page Load Time (s)
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
Site 1
Site 2
Site 3
Every site has a different Bounce Rate profile
18. ConversionRate
0%
2.5%
5%
7.5%
10%
Page Load Time (s)
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
Site 1
Site 3
Site 4
And yup… Conversion Rate curves vary between sites too
Lower end of range
can be very noisy