IRCE 2016 Speaking Session – The Small Things That Add Up: How to Find What Design Factors Influence Conversion Rates
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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. The Small Things That Add Up How to Find out What Design Factors Influence Conversions
- 2. Joseph Paulling Tammy Everts #IRCE16
- 3. Web performance is user experience
- 4. #IRCE16
- 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. Web performance is ecommerce success
- 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. 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. #IRCE16
- 12. 12 #IRCE16
- 15. 15
- 16. 16 2-second improvement in median page load time almost doubled mobile conversions #IRCE16
- 17. 17 23 May 2015 22 June 2015 #IRCE16
- 18. 18 #IRCE16
- 19. 19 #IRCE16
- 20. 20 front-end load time back-end load time #IRCE16
- 21. Issue #1 Image quality and compression #IRCE16
- 23. #IRCE16 Fanatics
- 24. Issue #2 Image sprite blocking page load #IRCE16
- 25. #IRCE16
- 27. #IRCE16
- 28. Issue #3 Unoptimized CSS and JavaScript #IRCE16
- 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
- 32. Takeaways
- 33. 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
- 34. Thanks! #IRCE16