A fast website will lead to happy users, more pages viewed, and ultimately a higher conversion rate. The faster your website performs, the more your users will feel in control and enjoy their experience. Speed (Performance) is therefore not a feature, but an essential ingredient for every site owner and online marketer to improve their conversion rates. Especially in highly competitive online markets like finance, retail and travel it can lead to a competitive advantage. The e-Finance 50 performance outlook 2014 provides an overview of the current performance delivered. Via data from twinkle100.measureworks.nl we analyzed the average page speed of every homepage as experienced on both a desktop browser as mobile browser…

1. eFinance performance outlook 2014
Who
is
outperforming
their
compe1tors
with
a
fast
user
experience?

2. Index:
1. Summarized!
2. Ranking the eFinance 50!
3. Mobile performance!
4. Content breakdown!
5. Optimization potential!
6. Movers and Shakers!
7. About MeasureWorks!
eFinance 50 Performance Outlook 2014
A fast website will lead to happy users, more pages viewed, and
ultimately a higher conversion rate. The faster your website
performs, the more your users will feel in control and enjoy their
experience.
Speed (Performance) is therefore not a feature, but an essential
ingredient for every site owner and online marketer to improve
their conversion rates. Especially in highly competitive online
markets like finance, retail and travel it can lead to a competitive
advantage.
The eFinance 50 performance outlook 2014 provides an overview
of the current performance delivered. Via data from
twinkle100.measureworks.nl we analyzed the average page
speed of every homepage as experienced on both a desktop
browser as mobile browser…
Enjoy reading!
The MeasureWorks team
2

3. In 2013 only 8% of the websites optimized for "
mobile devices. In 2014 this is improved to 46%.
e-Finance 50 websites have a median page load time of 2,94 sec
on your desktop, compared to 8,80 sec for the same website in
your mobile browser.!
The fastest website in 2014 is the same as in 2013, but
is 0,5 sec. slower then it was before
Time for a performance diet for the bottom 10 websites
as they have grown in size by 33%. In comparison, the
top 10 websites have lost weight with over 35%
3

4. e-Finance 50 ranking
Top 10
Bottom 10
Rank
!
Ranking is based on page speed
(load time) of the homepage from
the 50 leaders in the Dutch
Finance industry (both Finance &
Insurance). !
!
Fastest homepage in the
eFinance 50 is www.iza.nl with
1,2 seconds.
Compared to
number 50, with 7,6 seconds,
www.iza.nl is over 6 times faster. !
!
Site
Load time
Rank
Site
Load time
1
iza.nl!
1,2!
41
staalbankiers.nl!
5,2!
2
gilissen.nl!
1,2!
42
snsbank.nl!
5,4!
3
takecarenow.nl!
1,7!
43
aegonbank.nl!
5,5!
4
profile.nl!
1,8!
44
routemobiel.nl!
5,6!
5
zwitserleven.nl!
1,9!
45
defriesland.nl!
5,7!
6
averoachmea.nl!
2,0!
46
robecodirect.nl!
5,9!
7
ing.nl!
2,1!
47
asr.nl!
6,1!
8
arbovitale.nl!
2,2!
48
Inshared.nl!
6,4!
9
azivo.nl!
nibcdirect.nl!
2,2!
2,3!
49
allsecur.nl!
7,3!
50
direktbank.com!
7,6!
10
The median page load time of the
eFinance 50 is 2,94 seconds.!
!
The bottom 10 websites are 3 times
slower compared to the top 10
Median"
Top 10
Median"
Bottom 10
1,9 sec.!
Tool: Webpagetest.org
Settings: 10000/1500 Kbps, 40ms Latency
Browser: Internet Explorer 9"
5,7 sec.!
460 kb!
Measurement details:
Speed!
Size!
1280 kb!
41!
Objects!
80!
4

5. Mobile vs. Desktop
Mobile performance
Mobile Ready?
10
The smartphone is quickly
becoming the most important
touchpoint for your customer, as
search for a product or company
information starts in a mobile
browser. 65% of all search is on
mobile, before they continue their
journey on a tablet or desktop. !
8
8,80
6
Desktop
website
46%
4
54%
2
2,94
Mobile
website
0
Mobile
load0me
Desktop
load0me
!
Optimized for mobile usage is
difficult but very important,
looking at screen size, limited
bandwidth and usage scenarios. !
!
An eFinance homepage on your
mobile phone is three times
slower compared to desktop
23 out of the 50 website have a
mobile website (on iPhone)
Test results however show that
few sites are optimized for mobile
usage, with a median page load
time of 8,80 seconds.!
Rank
Rank
Site
Load time
gilissen.nl!
1,7!
46
frieslandbank.nl!
18,2!
2
Tested via Webpagetest.org with Android
and iPhone devices over a 3G connection
(traffic shaping). Connectivity: 2000/200
Kbps, 150ms Latency.!
Load time
1
Measurement details:
Site
delagelanden.nl!
2,0!
47
triodos.nl!
22,4!
3
takecarenow.nl!
2,8!
48
routemobiel.nl!
24.3!
4
vgz.nl!
3,3!
49
unive.nl!
31,0!
5
agisweb.nl!
3,4!
50
leaseplanbank.nl!
44,2!
5

6. Content breakdown
Size and number of objects have
great impact on performance.
Every byte needs to be
downloaded in the browser of the
user, so this makes load time of
big pages very dependable on
transfer speed of internet
connections. Impact of size will
be noticed most on slow
connections like mobile.!
Object distribution (%)
Size distribution (Kb)
0,3
31
30
2,7
6,5
HTML
CSS
Javascript
IMG
Flash
25
17,4
60
346
285
!
Every object on a page needs to
be requested (for the first time).
Every request adds time – a
request is like an errant run to the
server for extra content. !
52 objects average
752 kb average
The top10 size is 64% smaller
compared to the bottom10
!
!
Average "
Top 10
Average "
Bottom 10
1,9 sec.!
Speed!
5,7 sec.!
460 kb!
Size!
1280 kb!
41!
Objects!
80!
6

7. Optimization potential
Based on basic performance
best practices (eg. Reduce
request, minify javascript)
MeasureWorks determined the
performance potential for the
eFinance 50, more specifically
the bottom 10 websites.!
!
Biggest optimization potential is
detected on the website of
Staalbankiers. A few highly
inefficient images increase
performance dramatically. !
!
!
Mileage may vary, but on
average the page load time can
be optimized by 23% with even
basis optimization techniques.!
Unlock your potential to be
ready for 2014!
Rank
Site
Loadtime
Potential?
New loadtime
41
staalbankiers.nl!
5,2!
77%!
1,2!
42
snsbank.nl!
5,4!
40%!
3,3!
43
aegonbank.nl!
5,5!
0,4%!
5,5!
44
routemobiel.nl!
5,6!
6%!
5,3!
45
defriesland.nl!
5,7!
3%!
5,5!
46
robecodirect.nl!
5,9!
51%!
3,0!
47
asr.nl!
6,1!
33%!
4,0!
48
inshared.nl!
6,4!
6%!
6,0!
49
allsecur.nl!
7,3!
5%!
7,0!
50
direktbank.com!
7,6!
9%!
6,8!
7

8. 2013
Movers and Shakers
2014
Top10
Site
Load time
Top 10
Site
Load time
1
iza.nl!
0,7!
1
iza.nl!
1,2!
2
delagelanden.com!
1,1!
2
gilissen.nl!
1,2!
3
leaseplanbank.nl!
1,4!
3
takecarenow.nl!
1,7!
4
zwitserleven.nl!
1,6!
4
profile.nl!
1,8!
5
atbank.nl!
1,6!
5
zwitserleven.nl!
1,9!
6
unigarant.nl!
1,7!
6
averoachmea.nl!
2,0!
7
rabobank.nl!
2,1!
7
ing.nl!
2,1!
8
eurocross.nl!
2,1!
8
arbovitale.nl!
2,2!
9
bng.nl!
2,2!
9
azivo.nl!
2,2!
10
regiobank.nl!
2,2!
10
nibcdirect.nl!
2,3!
Bottom10
Site
Load time
Bottom 10
Site
Load time
41
cz.nl!
5,7!
41
staalbankiers.nl!
5,2!
42
robecodirect.nl!
6,1!
42
snsbank.nl!
5,4!
43
binck.nl!
6,6!
43
aegonbank.nl!
5,5!
44
movir.nl!
6,7!
44
routemobiel.nl!
5,6!
45
nn.nl!
6,8!
45
defriesland.nl!
5,7!
46
asr.nl!
6,9!
46
robecodirect.nl!
5,9!
47
inshared.nl!
7,0!
47
asr.nl!
6,1!
48
Based on basic performance
best practices (eg. Reduce
request, minify javascript)
MeasureWorks determined the
performance potential for the
eFinance 50, more specifically
the bottom 10 websites.!
!
Biggest optimization potential is
detected on the website of
Staalbankiers. A few highly
inefficient images increase
performance dramatically. !
abnamro.nl!
7,9!
48
Inshared.nl!
6,4!
49
staalbankiers.nl!
8,7!
49
allsecur.nl!
7,3!
50
home.ingdirect.com!
8,7!
50
direktbank.com!
7,6!
!
Mileage may vary, but on
average the page load time can
be optimized by 23% with even
basis optimization techniques.!
!
Measurement details:
Tool: Webpagetest.org
Settings: 10000/1500 Kbps, 40ms Latency
Browser: Internet Explorer 9"
8

9. About MeasureWorks
At MeasureWorks we believe that performance is a fundamental
requirement for any user experience and that speed stimulates
engagement and the desire to explore your website.
!
We measure user experience and analyze the data collected !
to optimize for fast conversion. MeasureWorks not only !
delivers (real time) user experience monitoring and data analysts !
to combine data from different sources for indepth, actionable,!
conversion analysis, but also the expertise to help companies!
build fast, easy to use and reliable websites.!
!
Our customers, like Bol.com, NS Hispeed and GlobalCollect, !
manage the real-time impact of performance on their business!
objectives and deliver an user experience that exceeds the!
expectations of online visitors.!
!
Want
your
own
performance
report
or
the
full
eFinance
50
list?
Contact
us
via
info@measureworks.nl
and/or
+31365465881
9