Talk given at Webbdagarna Malmö May 19th 2015 Some things needed for a good conversion rate are obvious - others might not be. While everyone agress on that slow sites are bad, most do not realize how big the impact acutally is. And as many examples across different industries have shown: optimizing the speed is such a low hanging fruit. In this talk you will hear about some great success stories (and failures), learn how to quantify the speed impact and get some really easy tips and tricks on how to improve your performance.

1. © 2014 SOASTA. All rights reserved.
May 19, 2015
1
CONFIDENTIAL – Not for Distribution
Kristian Sköld

2. conversion

3. design
usability
A/B testing
SALE!!!
ads
SEO/SEM
social marketing

5. 80%
unlikely to
come back

6. with 30%
more speed

8. Increase of 400ms causes
5-9% increase in
user abandonment
2008

9. A reduction in Page Load time of 5s
increased site
conversion 7-12%!
2009

10. 2012
Up to 2% conversion drop
for every additional second

11. Is that so?
Heard it before…
don’t think it works
for us….
We don’t have
performance issues!

12. 1s faster
page load
= ???
2015
Insert your
logo here

13. How fast are we?
Insert your
logo here
2015

14. 5.18 seconds

15. Load Time Distribution
1
2
3
4
5
6
7
8
9

16. Load Time Distribution
bounce rate
1
2
3
4
5
6
7
8
9
0
25
50
75
100
%
26%
21%
ê24%

17. 1
2
3
4
5
6
7
8
9
Load Time Distribution
conversion
rate
0
2
4
6
8
%
3.2%
4.5%
41%
é

18. 1
2
3
4
5
6
7
8
9
Load Time Distribution
order
value
0
10
20
30
40
€
19.8
27.2
37%
é

19. 1
2
3
4
5
6
7
8
9
Load Time Distribution
session
length
0
2
4
6
8
7
8
14%
é

20. 1s faster
page load
=>
bounce rate -24%
conversion rate +41%
order value +37%
session length +14%
???
Insert your
logo here

21. Currently

22. What if: 1s faster

23. What if: 2s faster

24. © 2014 SOASTA. All rights reserved.
May 19, 2015
24
CONFIDENTIAL – Not for Distribution
1s faster
Home page median
Conversion
improved by
roughly 10%

25. How to make
the secret sauce

26. There is a book
by Steve Souders

27. 80-90%
of the time is spent
on the front-end
server
front-end

28. Google
PageSpeed
Insights

29. SPOF
AHEAD

30. Chrome Extension
SPOF-O-MATIC
shows
Single Point Of Failure
3rd party
content

31. #WebPerf
Making the web a faster place
Follow this

32. Kristian Sköld
kskoeld@soasta.com
#kskoeld
Performance is Everything
www.soasta.com