why page speed isn’t enough

WHY PAGE SPEED ISN’T ENOUGHTim MorrowVelocity Europe 2012

Betfair’s Performance Journey

£1bn traded Euro

2012

£63m traded 2012

US Open Tennis

TRADED VOLUMES

CUSTOMER FEEDBACK“Its slower and harder to place bets in EVERY

way”“I am finding the new site very slow to place bets”

“I can complete this much quicker on the old site with

fewer key strokes”

UNDERSTANDING OUR CUSTOMERS

High ValueLow Value

High ValueLow Value

Visitors Transactions

CUSTOMER SEGMENTS

TASK COMPLETION

EXAMPLE TASK

0.00

5.00

10.00

15.00

20.00

25.00

30.00

Old SiteNew Site

1 2 3 4 5 60.00

1.00

2.00

3.00

4.00

5.00

6.00

7.00

8.00

9.00

10.00

Old SiteNew Site

IMPROVEMENTS

0.00

5000.00

10000.00

15000.00

20000.00

25000.00

30000.00

Old Site New Site

ms

REAL CUSTOMER JOURNEYS

CUSTOMER BEHAVIOUR

+30% pages

+80%time on site

SO WHAT HAVE LEARNED?

KNOW YOUR CUSTOMERSUnderstand how your most valuable customers interact with your site

PAGE SPEED ISN’T ENOUGHMeasure what matters for the customers that matter

YOU TRULY DO GET WHAT YOU MEASURE

THANK YOU@timmorrow

http://betfair.jobs/