5 ways to increase conversions without a site redesign
TRANSCRIPT
C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V E D
5 STEPS TO OPTIMIZE SITE CONVERSIONS
&
WITHOUT A REDESIGN
C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V E D
TRAVIS SMITHEXPERIENCE DESIGN LEAD
@travisbsmith
YOUR PRESENTERS
ARI WEILVP MARKETING & BD
@aweil
C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V E D
90%
HOW WEB PERFORMANCE IMPACTS CONVERSION AND RETENTION
FORTUNE 500 NOT MOBILE FRIENDLY
1 2 3 4 5 6 7 8 9
66% Expect <4 sec Page
Load
57% Leave
Industry Average:5.3 SEC
Mobile Average:8.2 SEC
29% NEVER RETURN
USERS ARE X-DEVICE
85% Leave
48%
C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V E D
CRITEO STATE OF MOBILE COMMERCE REPORT Q2 2015
MOBILE OPTIMIZATION IMPERATIVE
C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V E D
CRITEO STATE OF MOBILE COMMERCE REPORT Q2 2015
IMPORTANCE OF A CROSS-DEVICE STRATEGY
C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V E D
WHAT IS VISIBLE?
WHAT DOES THAT WEIGH?
TIP #1: OPTIMIZE PAGE SIZE
C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V E D
USER EXPERIENCE( YOTTAA )
BIT DELIVERY( CDN )
OPPORTUNITIES TO ACCELERATE WEB PAGES
7
DNS Resolutio
n
ServerConnectio
n
Server‘Wait Time’
Page Downloaded
Browser Title Bar Appears
Page Starts to Render
Page is Displaye
d
Ready for Interactio
n
•CDN SOLVES FOR MILLISECONDS- Geo lookup- Server connection- First byte time
•ACCELERATION SOLVES FOR SECONDS- Context-aware content serving- Full page caching – Start render time- Content orchestration – Display and
InteractivityLEGEND
DNSResolution
Content Delivery
User ExperienceDelivery
Start Your Website
DESKTOP + MOBILE
C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V E D
IMAGES
CALLS TO ACTION
RELATED PRODUCTS
TIP #2: OPTIMIZE PLACEMENTS
C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V E D
IMAGES
CALLS TO ACTION
RELATED PRODUCTS
TIP #2: OPTIMIZE PLACEMENTS (MOBILE)
C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V E D
PERSONALIZED, ENGAGING CONTENT CHALLENGES
WEB APPS USERSWEB INFRASTRUCTURE
DESKTOP + MOBILE
3RD PARTY CONTENTADS - SOCIAL – ANALYTICS - PERSONALIZATION
LEGACY CDN
Static50%Dynamic
25%
3rd Party25%
ONLY STATIC CONTENT
MODERNIZATION: CLOUD, SaaS,
AGILE
OUTSIDE OF YOUR CONTROL
GAPS, ERRORS &
FRUSTRATION
C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V E D
AVOID DISTRACTION& DRAW THE USER’S EYE
BALANCE MARKETING WITH COMMERCE
TIP #3: OPTIMIZE CTAs
C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V E D
• What makes sites larger?– CSS– Images– JavaScript
• What makes sites slower?– All of the above– 3rd party tags
JUST ONE INNOCUOUS PIECE OF JAVASCRIPT
< 300 KB 300-600 KB 600-900 KB 900-1200 KB 1200-1500 KB
1500-1800 KB
0100020003000400050006000700080009000
Series 1
< 10 10-20 21-30 31-40 41-50 > 500
2000400060008000
100001200014000
Series 1
C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V E D
ONLY TEST ONE VARIABLE AT A TIME
UNDERSTAND STATISTICAL RELEVANCE
NEVER STOP. EVER.
TIP #4: A/B TEST
C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V E D
TIP #5: ANALYZE RESULTS
C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V E D
CONTEXTINTELLIGENCETM PLATFORM MAXIMIZES USER EXPERIENCE
C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V E D
Online Retailer selling Premium Quality Neck Ties, Bow Ties, Belts, Socks and More
CASE STUDY:
2%
23%
39%
12%
Conversion Rate
Improved Time to First Byte
Improved Time to Start Render
Improved Time to Fully Display
C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V E D
THANK YOU!