Fast(er) mSites = More revenue

Making the web great on mobile

Leopold Gräubig
Industry Manager
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49% of people will abandon a website if it

takes longer than 10 seconds to load.

– kissmetrics infographic

Source: kissmetrics infographic

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Google Poll
“What do you dislike the most when browsing the web on your mobile device?”

Encountering unplayable videos 14%

Getting redirected to the homepage 13%

Waiting for slow pages to load 46%

Being shown interstitials 16%

Other 11%

Source: "Google Webmaster Central Blog: “#MobileMadness: a campaign to help you go mobile-friendly” (posted: Monday, April 27, 2015)"
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Faster means fewer bounces

58%
bounce
rate
Sessions Bounce rate
180,000 58

140,000 45

Bounce rate (%)

Sessions

100,000 32

60,000 19

20%
20,000 bounce 6
13% rate
bounce
rate
0 0
2.4 2.7 3.0 3.3 3.6 3.9 4.2 4.5 4.8 5.1 5.4 5.7 6.0 6.3 6.6 6.9 7.2 7.5 7.8 8.1 8.4 8.7 9.0 9.3 9.6 9.9

Load time (in seconds)

Source: SOASTA, 2015

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Faster means more conversions

1.9%
conversion rate Sessions Conversion rate (%) Mobile pages that
180,000 1.5% load 1s faster see up
conversion rate to 27% increase in
CvR
140,000
Sessions

100,000

60,000

20,000

0
1.2 1.5 1.8 2.1 2.4 2.7 3.0 3.3 3.6 3.9 4.2 4.5 4.8 5.1 5.4 5.7 6.0 6.3 6.6 6.9 7.2 7.5 7.8 8.1 8.4 8.7 9.0 9.3 9.6

Source: SOASTA Case study (September 1st, 2015)

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No matter what, faster is better and less is more

“...Similarly, as the number of

elements—text, titles, images—on a page
goes from 400 to 6,000, the probability of
conversion drops 95%.”

Source: Think With Google: Find Out How You Stack Up to New Industry Benchmarks for Mobile Page Speed
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Verzögerungen der Ladezeit machen einen Unterschied.

Für jede Sekunde Verzögerung der Ladezeit...

8.3% 3.5% 2.1% 9.4%

Abnahme der
höhere niedrigere weniger
Wert des
Absprungrate1 Conversion-Rate1 Seitenaufrufe1
Einkaufswagens1

38% der Smartphone-Nutzer haben ihre Telefone angeschrien, verflucht

oder weggeworfen, wenn das Laden der Seiten zu lange gedauert hat1
1
Source: Lorem ipsum dolor sit amet, consectetur
Radware 2014
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State ofelit.
theDuis
Union
non
report
erat [link]
sem
2
See this blog post for more details regarding the report [link]
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More wins! Speed = Business Impact

2% slower 400ms faster Faster pages 100ms faster

2% 9% more 1%
fewer more page views more
searches/user traffic revenue

5s faster 37% faster 80% faster

25% 70% 108%

more pageviews, increase in mobile increase in ads
7-12% more revenue revenue per user interaction rate
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So what is a
GOOD load time?
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Let me give you the pain upfront.

“ Your target for latency is
one second.
Jeff Bezos
 the perception of speed
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What is speed?

0.1s 1s
Real-Time Acceptable
Physical world Delay is noticeable,
interaction delay but acceptable

10s
Lost
Attention is
re-focused
elsewhere

Source: "Response Times: The 3 Important Limits"

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How customers feel and react to speed

Seconds General sentiment Conversion Improved Page Load Time

15s
1 to 2s Feeling good, let’s continue +24%
7s
3 to 6s Ok, this is slow, but tolerable +4%
4s
7 to 10s Ugh, this better be worth it +2%
2s
10s+ Wow, finally... +30%

Source: "Why Page Load Time Matters for Conversion Optimization", Source: “A Beginner’s Guide to Website Speed Optimization”