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The Small Things That Add Up
How to Find out What Design Factors Influence Conversions
Joseph Paulling Tammy Everts
#IRCE16
Web performance
is user experience
#IRCE16
5
Source: Akamai#IRCE16
Source: Akamai#IRCE16
Lenny Rachitsky, Product Manager
“Downtime is better for a B2C
web service than slowness.
Slowness makes you hate using
th...
Web performance
is ecommerce success
Every 1 second of load time improvement
equals a 2% conversion rate increase for
Walmart.com
Staples.com shaves 1 second f...
Lara Hogan, Senior Engineering Manager
“We ran this experiment on mobile web
where we added 160 kilobytes of hidden images...
#IRCE16
12
#IRCE16
13
fast
slow
#IRCE16
Web performance
at Fanatics
15
16
2-second improvement
in median page load time
almost doubled mobile conversions
#IRCE16
17
23 May 2015 22 June 2015
#IRCE16
18
#IRCE16
19
#IRCE16
20
front-end load time
back-end load time
#IRCE16
Issue #1
Image quality and
compression
#IRCE16
#IRCE16
Average website
#IRCE16
Fanatics
Issue #2
Image sprite
blocking page load
#IRCE16
#IRCE16
#IRCE16
Reformat
Resize
Compress
Defer/lazy load
Cache
More image
optimization solutions
#IRCE16
Issue #3
Unoptimized
CSS and JavaScript
#IRCE16
#IRCE16
Consolidate page resources
Make sure stylesheets are in the
document HEAD
Optimize web fonts
Optimize pop-up scrip...
#IRCE16
http://www.webpagetest.org/
Takeaways
33
1 User expectations and behavior are
always changing
2 Performance issues are unpredictable
3 You can’t know what you d...
Thanks!
#IRCE16
IRCE 2016 Speaking Session – The Small Things That Add Up: How to Find What Design Factors Influence Conversion Rates
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IRCE 2016 Speaking Session – The Small Things That Add Up: How to Find What Design Factors Influence Conversion Rates

In this session at IRCE 2016, Joseph Paulling from Fanatics.com and Senior Researcher at SOASTA, Tammy Everts, talked about how Fanatics made their median page load 2 seconds faster and almost doubled mobile conversions.

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IRCE 2016 Speaking Session – The Small Things That Add Up: How to Find What Design Factors Influence Conversion Rates

  1. 1. The Small Things That Add Up How to Find out What Design Factors Influence Conversions
  2. 2. Joseph Paulling Tammy Everts #IRCE16
  3. 3. Web performance is user experience
  4. 4. #IRCE16
  5. 5. 5 Source: Akamai#IRCE16
  6. 6. Source: Akamai#IRCE16
  7. 7. Lenny Rachitsky, Product Manager “Downtime is better for a B2C web service than slowness. Slowness makes you hate using the service. Downtime you just try again later.” #IRCE16
  8. 8. Web performance is ecommerce success
  9. 9. Every 1 second of load time improvement equals a 2% conversion rate increase for Walmart.com Staples.com shaves 1 second from median load time, improves conversion rate by 10% Intuit cuts load times by more than half, increases conversions by 14% #IRCE16
  10. 10. Lara Hogan, Senior Engineering Manager “We ran this experiment on mobile web where we added 160 kilobytes of hidden images, meaning the user saw nothing different. We just dumped a bunch of hidden images onto the page and increased page weight by 160 kilobytes. It triggered a 12% increase in bounce rate. Insane. Twelve percent is a lot of percent.” #IRCE16
  11. 11. #IRCE16
  12. 12. 12 #IRCE16
  13. 13. 13 fast slow #IRCE16
  14. 14. Web performance at Fanatics
  15. 15. 15
  16. 16. 16 2-second improvement in median page load time almost doubled mobile conversions #IRCE16
  17. 17. 17 23 May 2015 22 June 2015 #IRCE16
  18. 18. 18 #IRCE16
  19. 19. 19 #IRCE16
  20. 20. 20 front-end load time back-end load time #IRCE16
  21. 21. Issue #1 Image quality and compression #IRCE16
  22. 22. #IRCE16 Average website
  23. 23. #IRCE16 Fanatics
  24. 24. Issue #2 Image sprite blocking page load #IRCE16
  25. 25. #IRCE16
  26. 26. #IRCE16 Reformat Resize Compress Defer/lazy load Cache More image optimization solutions
  27. 27. #IRCE16
  28. 28. Issue #3 Unoptimized CSS and JavaScript #IRCE16
  29. 29. #IRCE16 Consolidate page resources Make sure stylesheets are in the document HEAD Optimize web fonts Optimize pop-up scripts Monitor third parties More optimization solutions
  30. 30. #IRCE16 http://www.webpagetest.org/
  31. 31. Takeaways
  32. 32. 33 1 User expectations and behavior are always changing 2 Performance issues are unpredictable 3 You can’t know what you don’t measure 4 Solutions can create new problems 5 Grab the low-hanging fruit: optimize your images 6 Even small performance improvements can make a big difference #IRCE16
  33. 33. Thanks! #IRCE16

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