Getting page speed into the heads of your organization

www.friendscout24.dewww.friendscout24.de
Getting page speed into the
heads of your organization
– a first hand report
Michael Maretzke

Michael Maretzke
FriendScout24
Vice President Technology
michael.maretzke@friendscout24.de
twitter: @mmaretzke

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2,46s
How fast should your site be?

http://www.internetretailer.com/2009/09/15/the-new-page-loading-threshold-2-seconds

http://www.strangeloopnetworks.com/
resources/research/our-need-for-web-speed/

State of the union.
http://www.radware.com/stateoftheunion-fall2013

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

0.1s
1s
10s
instantaneous
seamless
lost context
ResponseTimeLimits
http://www.nngroup.com/articles/website-response-times/

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.

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

http://assets.en.oreilly.com/1/event/29/The%20User%20and%20Business%20Impact%20of%20Server%20Delays,%20Additional%20Bytes,%20an
d%20HTTP%20Chunking%20in%20Web%20Search%20Presentation.pptx

http://www.exp-platform.com/Documents/IEEEComputer2007OnlineExperiments.pdf
100ms slower pages
1% less revenue

http://www.exp-platform.com/Documents/IEEEComputer2007OnlineExperiments.pdf
500ms slower results
20% less revenue

http://www.slideshare.net/stoyan/yslow-20-presentation
400ms slower pages
9% drop in full-
page traffic

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

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.

Awareness Speed matters
endless repetition +++ endless repetition +++ endless
repetition +++ endless repetition +++ endless repetition
+++ endless repetition +++ endless repetition +++

Tell people
what IS
important
to you.

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

Measure
your KPI‘s.
Talk about
the KPI‘s.

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

External dependencies asynchronously
and / or after onLoad() …
400 ms saved.
load externals
asynchronously

50% of server side
load time spent on
queries.
re-think
models

921 queries
21 queries
12x
faster
re-think
models

Result.
Page load time reduction: -27%

Result.
App server response time: -25%

Impact.
-24% less profile
resigns
Impact analysis on data set for Nov. 12 – Mar. 13
more messages
+71%
revenue Secret = f(activity )Secret
activitySecret = f(messages, searches, profiles, pictures, …)

November
2012
January
2013
March
2013
December
2012
February
2013
User Perception of
Performance

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.

Titel der Präsentation | Autor der Präsentation
Seite 46
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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