Archive for the ‘ArtzStudio’ Topic

Please index me!

Dec ‘11 10

Adding a test post in hopes to get indexed to try out some JavaScript stuff.

Experimental Artz version 8974530


Most Popular Stories

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Web Performance Impacts Revenue: Velocity ’09 Highlights

Jun ‘09 26

I just got back from Velocity, a new-ish (2nd one) performance & scalability/availability conference. Last year, a common complaint was a lack of presentations around “why speed matters” and this year they did not disappoint.

First, Google and Microsoft teamed up to present the results from experiments on the impact of performance on their search business:

bing search delay impact on performance

The Bing graph shows that just a 1/2 sec. delay before sending the search results had a -1.2% negative impact on revenue. A 2 second delay had a -2.1% impact.

google search delay impact on performance

Google slowed down their load progressively, and found that delaying 400ms after their header (logo, etc.) resulted in -0.59% less daily searches per users.

The next day, Marissa Meyer (VP, Google User Experience) gave a talk and revealed their historic findings:

google historical delay  impact on speed

They delayed results 400ms and searches/user decreased -0.44%, then to -0.76% after six weeks. After removing the delay, users did -0.21% fewer searches, hinting at an after-effect to speed. She noted this was “millions” in potential revenue that could be lost.

Shopzilla.com (shopping comparison search) made an optimization (much like we have done at AOL) to move their static images off the “*.shoppzilla.com” domain to avoid cookie pollution from the top level domain.
This tweak earned them a 0.5% top line revenue increase.

They went on to improve their performance from 4-6 seconds to 1.5 seconds, and had the following results to share:

shopzilla performance results from speed redesign

Conversion rates increased 7 to 12%. Page views increased 25%. They found Google rewarded them in search results for SEM (speed is an SEM quality factor) 8% increase in SEM visits in the U.S., and 120% in the U.K.

Dave Artz (yours truly) gave a talk on AOL’s secret weapons in optimization, and shared some new research he’s done with their internal tracking system’s data.

We took a sample of visits over the course of a day on various AOL sites, and calculated the average load time of the pages on each visit. We then broke the visits into percentile groups, the top 10th percentile being the fastest 10% of visits and the bottom 100th being the slowest 10%, and examined the Page Views within each visit group (fyi, refreshing photo galleries were not counted as page views):

aol speed impact on page views visit

The data showed that the visits with the fastest load times delivered the most page views, and degraded (sometimes quickly) as load times decreased. We found a clear correlation between faster/slower visits and page views.

Now you may be wondering, how do I get faster? IM me, we’ll talk about it. :)

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A Studio is Born

Mar ‘08 9

Welcome to ArtzStudio, the stomping grounds of Dave Artz. Over the years I have built out many prototypes and ideas in web design, and I finally realized I needed a place to share with the greater web audience. So, here’s to thee!

Please index me, experiment!

“If she were a president she would be Babe-raham Lincoln.” — Garth Algar