1. BLOG POST
https://www.bluetriangletech.com/performance-insider/your-website-dev-team-should-care-about-
revenue/
Why Your Website Dev Team Should Care About
Revenue
In Performance Insider by Tony Russo / June 10, 2016
Slow Website Performance Impacts Your Business
It’s not unusual for eCommerce website development teams to work in a heads-down approach
– fix the website, update the website, don’t break the website. IT developers discuss website
scalability and availability, but seldom does the conversation focus on web page performance and
how it impacts revenue. There could be a disconnect between the IT development team and other
business units. For example, your company’s marketing team might want to add high-quality
images or more 3rd party tags to the site. This will slow down the website and frustrate the
development team, but in order to make a viable business case against these additions, you need
to know how performance changes affect revenue.

2. The above chart presents data collected from a major eCommerce retailer’s website during the
Black Friday/Cyber Monday period from 2015. This graph shows the amount of money that could
have been made during that time period if the site was 0.5, 2, and 4 seconds faster. If their home
page was 0.5 seconds faster during that time period, they would have seen an additional $1.9M in
online revenue. Most IT developers are focused on site reliability and uptime as a whole, rather
than individual page performance. This chart shows the impact of even a 0.5 second speed
improvement on a single page and the potential revenue opportunity.
Need for Speed: An IT Developer’s Point-of-View
From a marketing or sales standpoint, page speed is the amount of time for a web page to appear
in the browser (whether on a PC, laptop, tablet or phone) and is interactive to the viewer. From an
IT developer’s standpoint, the meaning of page speed is exactly the same—except web pages
comprise hundreds of different pieces. Web pages contain text and images; they process script
files, call databases, and load stylesheets; they use third-party tags and CDNs. The ordering of
these objects and the amount of time it takes to make the page interactive to the viewer happens
in measurable stages:
Page
Name
TCP
Connect
Time
(Seconds)
First Byte
Time
(Seconds)
DNS Time
(Seconds)
DOM
Complete
Time
(Seconds)
SSL Time
(Seconds)
Redirect
Time
(Seconds)
Time to
DOM
Interactive
(Seconds)
Time to
DOM
Content
Loaded
(Seconds)
On Load
Time
(Seconds)
Home 0.022 0.278 0.033 4.496 0.000 0.136 4.013 4.491 5.620
Blue Triangle’s Object Level Detail displays the ordering of page objects measured against page
load timings. The colored vertical lines on this graph correspond to the Average On Load, Average

3. DOM Content Loaded and Average Time to DOM Interactive events. The blue horizontal bars show
the amount of time taken to load each page object and the order they are loaded. No bar shown for
an object (the red highlighted object shown below) could represent a code error, missing file or
network bottleneck — costing valuable page load time. The load order of objects is also critical and
could mean the difference between a page with broken graphics or no response to a viewer’s
button clicks.
Why Your IT Team Should Invest in Website Performance
IT managers, development and systems operations teams need to understand how slow web page
performance drastically impacts business revenue.
The above chart shows the Black Friday/Cyber Monday period for our retailer’s eCommerce site.
The conversion rate (a percentage of visitors who complete an action; for example, purchasing an

4. item) is shown with the number of website visitors (traffic volume in sessions) and compared to
page speed. Both customer traffic and conversion rates plummet as page load time increases.
This downward spiral directly impacts your business. The longer customers are made to wait,
especially during the critical journey to a purchase, the faster they abandon the path. The result:
lost revenue. It’s important to note that not all web pages on your eCommerce site require
improvement. How many times has management handed down a directive to, “Speed up the
website, we’re losing customers”? In one of our previous web blog posts, How Fast is Fast
Enough?, we discuss wasting time and money optimizing the wrong pages.
Some web pages are crucial to sales and conversions. Other pages, such as “Contact Us” or the
“Company Directory”, might not need attention to performance improvements. Blue Triangle’s aim
is to show your business which web pages you should optimize as well as how, based on revenue.
Once those critical journey pages are identified, IT teams can continuously utilize Blue Triangle’s
tools throughout the development cycle to zero in on each page’s performance details, discover
bottlenecks, test changes and immediately review the results of those changes.
Be The Hero: Your Dev Team’s Efforts Affect Revenue
Blue Triangle’s tools can specifically help marketing and IT development find site pages that drive
revenue to your website. Our tools analyze your website’s top pages, showing current page speed,
optimal page speed and revenue opportunities. These tools provide a clear roadmap for
prioritization of web page improvements and reducing wasted effort addressing issues that
provide little return on investment.
Conclusion
Your IT web development and support teams should not be left guessing or making the wrong
decisions where it concerns website optimization. Encourage them to consult with Blue Triangle
and discover how much page speed impacts your online business.

5. TONY RUSSO
TECHNICAL WRITER AT BLUE TRIANGLE TECHNOLOGIES
Tony Russo is a Technical Writer and Web Developer. He has experience developing publications with the
National Center for Education Statistics, the FDIC and the U.S. Department of Education.

6. Electronics Retailer: All Pages
Page Name
Optimal Page Speed
Target (Sec)
Traffic Slower
than Target (%)
Revenue
Opportunity
(Monthly)
New 2.9 80% $174,523
Return 2.2 92% $134,246
Logged-In 3.2 85% $81,259
TOTAL $390,028 / Month
Here, a electronics
retailer finds an
additional $174.5 of
revenue by improving
the performance of
new customers.