MeasureWorks - Emerce eTravel 2012 - Engage with your visitors through Net Performance Score (final)

@jeroentjepkema

Performance :: Actionable Insights :: Engagement

Do you need a fast break?
Engage with your travelers through Net Performance Score

Emerce eTravel,
7 June 2012

Performance is not a Feature...

Just a
1-second
delay

@jeroentjepkema, MeasureWorks

Just a 7%
1-second loss in
delay conversion


Just a 7% 11%
1-second loss in fewer
delay conversion page views


Just a 7% 11%
1-second loss in fewer
16% decrease
in customer
delay conversion page views satisfaction


49% less likely to visit again

7%
Just 11%
a
16% decrease
1-second
loss in
fewer
in customer
conversion
delay views
page
satisfaction



7%
Just 11%
a
16% decrease
1-second
loss in
fewer 46% visits competition
in customer
conversion
delay views
page
satisfaction



7%
Just 11%
a
16% decrease
1-second
loss in
fewer 46% visits competition
in customer
conversion
delay views
page
satisfaction

21% decides to tell others


Social Mentions = Performance KPI


About 5% of social mentions for online

travel are about bad performance

In cooperation with:

About 5% of social mentions for online

travel are about bad performance
(To put it in perspective: Only 16% of
your visitors complain directly to you)

In cooperation with:

Emerce:
Can you do a performance review?


Time for an experiment... ;-)

1. Select 5 companies from Twinkle Travel30+



2. Survey 100 people: “Which website will you
recommend in terms of performance”



2. Survey 100 people: “Which website will you
recommend in terms of performance”

3. Perform Web Performance scan: Can we
validate survey results?


Net Performance Score


Selecting a travel site


Question 1.
Search for a sun vacation
at 5 travel sites

Survey

Action 1.
Search for a sun vacation
at 5 travel sites

Question 2.
Rank each websites
Survey from 1-5

Browser: IE8
Location: Amsterdam
Bandwith: 5Mbs down

Performance tooling

Net Performance Score
“Would your recommend my travel site in terms of performance?”


And the winner is...



N=87 Rank Weigthed Score

Neckermann 3 279
Arke 4 265
Globe 5 243




Sunweb 1 429

Neckermann 3 279
Arke 4 265
Globe 5 243




Sunweb 1 361
D-reizen 2 314
Neckermann 3 215
Arke 4 210
Globe 5 205


???


Perceived vs. Technology

Web Performance:
”Technology perspective”
(What makes a website slow?)


Page speed...


Page Load Time: Homepage

Start Render Page Load time Page Speed Score

Top30 Average 2,97s 5,32s 74


Page Load Time: Homepage

Start Render Page Load time Page Speed Score
Sunweb 1,45s 3,08s 55
Arke 3,10s 3,39s 90
Top30 Average 2,97s 5,32s 74
Neckermann 2,03s 5,40s 62
D-reizen 4,30s 7,24s 76
Globe 2,80s 7,79s 69


Time to ﬁrst byte

Speed: 9,6s
TTFB: 0,71s

Worldticketcenter.nl


Time to ﬁrst byte

Speed: 9,6s
TTFB: 0,71s


Speed: 13,6s
TTFB: 3,19s

NShispeed.nl

Time to ﬁrst byte

Speed: 9,6s
TTFB: 0,71s


Speed: 13,6s
TTFB:
Top30 Average 3,19s

NShispeed.nl 0,39s

Time to ﬁrst byte

Speed: 9,6s
TTFB: 0,71s


Speed: 13,6s

Sunweb Arke Globe D-reizen Top30 Average 3,19s
TTFB: Neckermann

0,2sNShispeed.nl
0,30s 0,32s 0,35s 0,39s 0,44s

Page Size
Elements per page (Kb)
(%)

Sunweb 0% 15% 2% 80% 3% 233

D-reizen 22% 4% 48% 24% 2% 673

Globe 0% 33% 5% 50% 11% 713

Average 24% 6% 57% 10% 4% 1142

Arke 24% 6% 50% 20% 1% 1142

Neckermann 0% 27% 3% 68% 1% 1528

0% Javascript CSS Images Flash HTML 100%


Mobile

Neckermann

Page size: 1543Kb

Page load time: 43,23s


3d Party Performance
#Requests % 3d Party
objects rank Travel30

Sunweb 58 2 3% 1
Globe 84 5 6% 20
Neckermann 99 16 16% 12
D-reizen 111 19 17% 23

Travel30 average 90 17 19%

Arke 50 17 34% 4

3d Party content

30

25
22,0

19,0
20

15

10

5 2,9 3,2 3,6
2,5 2,4 2,6 2,5 2,5 2,7 2,8 2,5 2,6 2,7 3,0 2,7 2,5 2,8 2,8 3,1 2,6 2,5 2,5 2,8 2,6

0
9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 1 2 3 4 5 6 7 8 9 10
31 May 2012 1 June 2012


30

25

20

15

10

5

0
9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 1 2 3 4 5 6 7 8 9 10

31 May 2012 1 June 2012


Summary:
Technology vs. 100 people...


Speed First Byte Size 3d Party

1 Sunweb Sunweb Sunweb Sunweb

2 Arke Arke D-reizen Globe

3 D-reizen Globe Globe Neckermann

4 Globe D-reizen Arke D-reizen

5 Neckermann Neckermann Neckermann Arke


Speed First Byte Size 3d Party

1 Sunweb Sunweb Sunweb Sunweb

2 Arke Arke D-reizen Globe

3 D-reizen Globe Globe Neckermann

4 Globe D-reizen Arke Arke

5 Neckermann Neckermann Neckermann D-reizen


Web Performance:
”the Human Factor”
(How your visitors perceive performance)


Your audience is like a
digtal goldﬁsh...

...Only 10 seconds of
focus

What inﬂuences the “Human Factor”?



Time to interact



Time to interact

Flow



Time to interact

Flow

Variation in site speed


“Time to Interact”


10

0 @jeroentjepkema, MeasureWorks

10

0,3
Instantaneous: I like it!


10

1
Interaction: Let’s conversate...

0,3


10

3
Mmm, shall I click away?

1

0,3


10
Only if the task/content is relevant

3

1

0,3


10
Only if the task/content is relevant

3

1
Do I want to conversate?
This is where the magic
0,3 happens!
Do I like it?


Globe Neckermann Sunweb

D-reizen Arke

Rendering a homepage

“Flow” an
is
“optimal experience”
that is
“intrinsically enjoyable”


Enabling the ﬂow state:
Fast Interaction on each page

Enabling the ﬂow state:
Relevant content to support
the task of the funnel

Start render
Start page Homepage Sun Detailed Page Booking Page


Sunweb D-reizen Arke Globe Neckermann

5,25
5,05
4,9 4,9 4,9
4,8
4,6
4,3 4,2

3,1
2,8 2,8 2,9

2,3 2,4
2,05 2,1
1,9 1,9
1,45

Start render
Home page Landingpage Sun Detailed Page Booking Page


Globe

Neckermann

Sunweb

D-reizen

Arke

First visuals homepage

First visuals details page

Globe

Neckermann

Sunweb

D-reizen

Arke


Waiting for (inter)action...


And...


?


“Variation”


5

4

3

2

1

0
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

Daily Average Min Max


5

4

3

above 15-20% variance is detected
2

1

0
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15



Revenue risked

5

4

3

above 15-20% variance is detected
2

1

0
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15



9,26
Variation per homepage 8,98

7,79
7,79
7,23
7,24
7,24
7,29
6,67

5,4
5,40
4,97
4,80
4,61

3,39
3,38
3,08
3,08
2,97

1,89

Sunweb D-reizen Arke Globe Neckermann


Max
Sunweb Mean
Min
Homepage Landings page Detailed page Bookings page

Variation during ﬂow
Arke
Max
Mean
Min

Max
Neckermann Min
Mean


Max
D-reizen Min
Mean

Max
Globe Min
Mean



Summary:
Perceived Performance vs. 100 people...


Interaction Flow Variation
1 Sunweb D-reizen Sunweb

2 D-reizen Sunweb D-reizen

3 Globe Neckermann Neckermann

4 Neckermann Arke Arke

5 Arke Globe Globe


Myth busted?


Human Factor Technology Perspective

1 Sunweb Sunweb

2 D-reizen Globe

3 Neckermann Neckermann

4
Arke D-reizen
5
Globe Arke

Myth busted?

Human Factor Technology Perspective

1 Sunweb Sunweb

2 D-reizen Globe

3 Neckermann Arke

4
Arke D-reizen
5
Globe Neckermann

Myth Conﬁrmed?

Light weight

What makes a winner?

Light weight

Fast interaction


Light weight

Fast interaction

Enabling ﬂow


NL Web Performance meetup:
http://www.meetup.com/Dutch-Web-Operations-Meetup/

Flow State:
http://www.websiteoptimization.com/speed/2/2opt.pdf

Want full report details?
jtjepkema@measureworks.nl or visit our stand

Thanks! More questions?
M: jtjepkema@measureworks.nl
T: @jeroentjepkema
W: www.measureworks.nl

Page size:
1660 Kb

# requests:
89

Time to render:
1,29 sec.

Document complete:
3,68 sec.

Not Optimized

Page size: Page size:
1660 Kb 498 Kb

# requests: # requests:
89 48

Time to render: Time to render:
1,29 sec. 1,10 sec.

Document complete: Document complete:
3,68 sec. 1,54 sec.

Not Optimized Optimized

Page size: Page size:
1660 Kb 498 Kb

# requests: # requests:
89 48

Time to render: Time to render:
1,29 sec. Time to ﬁrst click:1,10 sec.
1,10 sec. vs 1,90 sec.
Document complete: Document complete:
3,68 sec. 1,54 sec.

Not Optimized Optimized

MeasureWorks - Emerce eTravel 2012 - Engage with your visitors through Net Performance Score (final)

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MeasureWorks - Emerce eTravel 2012 - Engage with your visitors through Net Performance Score (final)