7 Levels of Web Performance Journey

The path to understanding the data around Web Performance, its value and business decisions surrounding this topic can be long. It is hard to see the whole journey when you and your organization are at any particular step, but it can be helpful to understand where to go next. Eric Goldstein, Sergey Chernyshev and Alexander Chernyshev joined forces to describe and visualize this path to help make it more understandable and give you some bearings on your overall trip through various levels of this complex game.

Transcript

1. 7 Levels of a Web Performance Journey How Focused Performance Metrics Can Improve User Experience Eric Goldstein & Sergey Chernyshev & Alexander Chernyshev New Jersey Code & Coffee Meetup September 19, 2026
2. Eric Goldstein Sergey Chernyshev Alexander Chernyshev Principal Engineer @ Babbel Speed Engineer @ Cloudflare Web Developer & Designer About Us
3. Getting Engineering focus: Speed Up to Speed Business focus: Revenue Combine Focus to Create Performance Culture
4. Level 1 What Matters to My Business? Conversion Rate origins: performance, presentation quality, SEO, availability, etc. Total Traffic Conversion Rate Order Size
5. Level 2 Is My Site 10% Fast or Slow? 5% Which site is faster?
6. Level 2 Examples of Perf/Revenue • • • Improvements ALDO – an online shoe retailer – found that fast rendering brought over 4x the revenue than slow rendering for mobile users and almost 7x for desktop1 Ray-Ban, Oakley, & Sunglass Hut – online sunglasses retailers – saw a direct, inverse relationship between Largest Contentful Paint and Cost-per-Click via Google Ads. In other words, as LCP improved, ads got cheaper, or as LCP got worse, ads got more expensive. They even established an equation between the two: Δ𝗖𝗣𝗖 = 𝗸 × Δ𝗟𝗖𝗣 + 𝗾 (𝗸 is the coefficient that measures the correlation between the two values and 𝗾 represents external variables like Ad quality and competition)2 Swappie – a refurbished phone retailer – improved load time by 23%, LCP 55%, CLS 91%, and FID 90% resulting in a 42% increase in mobile revenue and a 10 percentage point increase in relative mobile conversion rate3 1) https://wpostats.com/2020/05/27/aldos-revenue-rendering/ 2) https://www.linkedin.com/posts/daniele-merola-2a531839_webperformance-performancemarketing-ux-activity-7338097683078774784-KYM9/ 3) https://wpostats.com/2021/09/16/swappie-revenue-increase/ wpostats.com
7. Level 3 How Fast is My Site? 3.4 seconds (the time it takes to do one important thing) Good Needs Improvement Poor
8. Level 4 Percentile 3.4 seconds
9. Level 4 Percentile 3.4 seconds
10. Level 4 Percentile 3.4 seconds
11. Level 4 Percentile 3.4 seconds P75
12. Level Plot Mar 14 Mar 15 5 percentile over Mar 16 Mar 17 Mar 18 time Mar 19 Mar 20
13. Level 5 3 percentiles over time P99 P75 P50 Mar 14 Mar 15 Mar 16 Mar 17 Mar 18 Mar 19 Mar 20
14. Level 6 Speed Distribution P50 0 1s 2s P75 3s 3.4s P99 4s
15. Level Compare distributions Overlapping Histogram 7
16. Level Compare distributions: Cumulative Distribution Function CDF 7
17. Level Compare distributions: Cumulative Distribution Function CDF 7
18. Level Compare distributions: Q-Q Plot Q-Q plot 7
19. Level Correlate Distribution to $$$ Cliff Crocker - Conversion over speed distribution chart 7
20. Next Going Further… >
21. Next Going Further… >
22. UX Speed Calculator
23. Thank You! Eric Goldstein linkedin.com/in/ericlgoldstein/ Sergey Chernyshev linkedin.com/in/sergeychernyshev/ Alexander Chernyshev linkedin.com/in/alexchernyshev-nyc-nj/