On the slide here, we’ve got a stat that gets trotted out quite a lot when people are talking about performance and it really shows that relationship between for every second above one second of load time, what happens in terms of bounce rates? In fact, Google doing research found that for e-commerce sites that around 53% of mobile site visitors will leave a page that takes over three seconds to load. And as those load times increase frustration sets in even more. And after that point, frustration does start to set in on some level. And so as such, they’re used to expecting three seconds load time. Their expectations are really set by Google, Twitter, Amazon, and Pinterest. What about those user expectations? Unfortunately they’re shaped by users’ experiences across the entire web and not just based on what they’re experiencing on your own site or even competitor sites, because they’re constantly browsing, highly performant applications and sites built by tech giants with deep pockets and endless resources in order to make sure the performance is exceptional. Those three aspects altogether really make up a user’s sense of how well a user interface is performing. It’s how fast users perceive things load, and it’s really how quickly they can interact with it. It is how fast things actually load within a browser on a page for a user. So what do we really mean by good performance? There’s really three aspects to consider here. The last part of our session today, we’re really going to get into some of the tools and talk about what you can do now to improve your own site’s performance and take a look at some of what’s out there to help you out. We’ll talk about what affected Truth specifically in terms of performance, some of the challenges we faced, the testing and the auditing processes we used, and some of the recommendations that we came up with, both the ones that were quick wins and some of the harder ones to get into.Īnd we’ll close out that section talking about some of the results. And then also on related campaign work where tuning performance and making sure that things are working well from that standpoint, were important. From there we’ll move into some more of the case study information where we’ll cover the work that Rob and I have done on in terms of doing a redesign and subsequent performance enhancements. What metrics should we be paying attention to? What do we care about? And then finally, as part of this first section, we want to talk about the relationship between performance and user experience, because it’s really an important one. And then how do we know if performance is really good?
Particularly, what do we care about for digital products or for websites? What are the user expectations around performance? Where are they at and what they think that they should be getting out of their experience.
So what are we covering today? We have three areas, the first of which is to talk about what is good performance.
But it’s on those efforts that Mark and I collaborate quite a bit. Those marketing efforts are specifically targeted to young people in America to make sure they’re educated on the harmful effects of nicotine addiction. And I guess just so you know how Mark and I are related, if you will, at Truth, we have a couple brands, but I work mostly on campaign, which is our organization’s flagship brand and is probably what most people know us for. Our mission is making tobacco use and nicotine addiction a thing of the past. I’m Rob, director of marketing analytics at Truth Initiative. My name is Mark Leta, and I am the director of business analysis and quality assurance at the Allegiance Group. We’ll be talking about the importance of performance on your website, and ways to improve it.
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Welcome to How to Audit and Boost Your Web Performance.