The Small Things That Add Up: How to Find What Design Factors Influence Conversion Rates [IRCE 2016]

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The Small Things That Add Up How to Find out What Design Factors Influence Conversions

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Joseph Paulling Tammy Everts #IRCE16

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Web performance is user experience

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#IRCE16

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5 Source: Akamai #IRCE16

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Source: Akamai #IRCE16

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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

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Web performance is ecommerce success

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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

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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

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#IRCE16

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12 #IRCE16

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13 fast slow #IRCE16

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Web performance at Fanatics

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16 2-second improvement in median page load time almost doubled mobile conversions #IRCE16

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17 23 May 2015 22 June 2015 #IRCE16

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18 #IRCE16

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19 #IRCE16

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20 front-end load time back-end load time #IRCE16

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Issue #1 Image quality and compression #IRCE16

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#IRCE16 Average website

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#IRCE16 Fanatics

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Issue #2 Image sprite blocking page load #IRCE16

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#IRCE16

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#IRCE16 Reformat Resize Compress Defer/lazy load Cache More image optimization solutions

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#IRCE16

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Issue #3 Unoptimized CSS and JavaScript #IRCE16

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#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

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#IRCE16 http://www.webpagetest.org/

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Takeaways

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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

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Thanks! #IRCE16