Download - The Small Things That Add Up: How to Find What Design Factors Influence Conversion Rates [IRCE 2016]
![Page 1: The Small Things That Add Up: How to Find What Design Factors Influence Conversion Rates [IRCE 2016]](https://reader035.vdocument.in/reader035/viewer/2022070603/58718de41a28ab2c198b6d71/html5/thumbnails/1.jpg)
The Small Things That Add UpHow to Find out What Design Factors Influence Conversions
![Page 2: The Small Things That Add Up: How to Find What Design Factors Influence Conversion Rates [IRCE 2016]](https://reader035.vdocument.in/reader035/viewer/2022070603/58718de41a28ab2c198b6d71/html5/thumbnails/2.jpg)
Joseph Paulling
Tammy Everts
#IRCE16
![Page 3: The Small Things That Add Up: How to Find What Design Factors Influence Conversion Rates [IRCE 2016]](https://reader035.vdocument.in/reader035/viewer/2022070603/58718de41a28ab2c198b6d71/html5/thumbnails/3.jpg)
Web performance is user experience
![Page 4: The Small Things That Add Up: How to Find What Design Factors Influence Conversion Rates [IRCE 2016]](https://reader035.vdocument.in/reader035/viewer/2022070603/58718de41a28ab2c198b6d71/html5/thumbnails/4.jpg)
#IRCE16
![Page 5: The Small Things That Add Up: How to Find What Design Factors Influence Conversion Rates [IRCE 2016]](https://reader035.vdocument.in/reader035/viewer/2022070603/58718de41a28ab2c198b6d71/html5/thumbnails/5.jpg)
5Source: Akamai#IRCE16
![Page 6: The Small Things That Add Up: How to Find What Design Factors Influence Conversion Rates [IRCE 2016]](https://reader035.vdocument.in/reader035/viewer/2022070603/58718de41a28ab2c198b6d71/html5/thumbnails/6.jpg)
Source: Akamai#IRCE16
![Page 7: The Small Things That Add Up: How to Find What Design Factors Influence Conversion Rates [IRCE 2016]](https://reader035.vdocument.in/reader035/viewer/2022070603/58718de41a28ab2c198b6d71/html5/thumbnails/7.jpg)
Lenny Rachitsky, Product Manager
“Downtime is better for a B2C web service than slowness.
Slowness makes you hate using the service. Downtime you just
try again later.”
#IRCE16
![Page 8: The Small Things That Add Up: How to Find What Design Factors Influence Conversion Rates [IRCE 2016]](https://reader035.vdocument.in/reader035/viewer/2022070603/58718de41a28ab2c198b6d71/html5/thumbnails/8.jpg)
Web performanceis ecommerce success
![Page 9: The Small Things That Add Up: How to Find What Design Factors Influence Conversion Rates [IRCE 2016]](https://reader035.vdocument.in/reader035/viewer/2022070603/58718de41a28ab2c198b6d71/html5/thumbnails/9.jpg)
Every 1 second of load time improvement equals a 2% conversion rate increase for Walmart.com
Staples.com shaves 1 second from median load time, improves conversion rate by 10%
Intuit cuts load times by more than half, increases conversions by 14%
#IRCE16
![Page 10: The Small Things That Add Up: How to Find What Design Factors Influence Conversion Rates [IRCE 2016]](https://reader035.vdocument.in/reader035/viewer/2022070603/58718de41a28ab2c198b6d71/html5/thumbnails/10.jpg)
Lara Hogan, Senior Engineering Manager
“We ran this experiment on mobile web where we added 160 kilobytes of hidden
images, meaning the user saw nothing different.
We just dumped a bunch of hidden images onto the page and increased page weight by 160
kilobytes.
It triggered a 12% increase in bounce rate.
Insane. Twelve percent is a lot of percent.”
#IRCE16
![Page 11: The Small Things That Add Up: How to Find What Design Factors Influence Conversion Rates [IRCE 2016]](https://reader035.vdocument.in/reader035/viewer/2022070603/58718de41a28ab2c198b6d71/html5/thumbnails/11.jpg)
#IRCE16
![Page 12: The Small Things That Add Up: How to Find What Design Factors Influence Conversion Rates [IRCE 2016]](https://reader035.vdocument.in/reader035/viewer/2022070603/58718de41a28ab2c198b6d71/html5/thumbnails/12.jpg)
12#IRCE16
![Page 13: The Small Things That Add Up: How to Find What Design Factors Influence Conversion Rates [IRCE 2016]](https://reader035.vdocument.in/reader035/viewer/2022070603/58718de41a28ab2c198b6d71/html5/thumbnails/13.jpg)
13
fast
slow
#IRCE16
![Page 14: The Small Things That Add Up: How to Find What Design Factors Influence Conversion Rates [IRCE 2016]](https://reader035.vdocument.in/reader035/viewer/2022070603/58718de41a28ab2c198b6d71/html5/thumbnails/14.jpg)
Web performanceat Fanatics
![Page 15: The Small Things That Add Up: How to Find What Design Factors Influence Conversion Rates [IRCE 2016]](https://reader035.vdocument.in/reader035/viewer/2022070603/58718de41a28ab2c198b6d71/html5/thumbnails/15.jpg)
15
![Page 16: The Small Things That Add Up: How to Find What Design Factors Influence Conversion Rates [IRCE 2016]](https://reader035.vdocument.in/reader035/viewer/2022070603/58718de41a28ab2c198b6d71/html5/thumbnails/16.jpg)
16
2-second improvement in median page load time almost doubled mobile
conversions #IRCE16
![Page 17: The Small Things That Add Up: How to Find What Design Factors Influence Conversion Rates [IRCE 2016]](https://reader035.vdocument.in/reader035/viewer/2022070603/58718de41a28ab2c198b6d71/html5/thumbnails/17.jpg)
17
23 May 2015 22 June 2015
#IRCE16
![Page 18: The Small Things That Add Up: How to Find What Design Factors Influence Conversion Rates [IRCE 2016]](https://reader035.vdocument.in/reader035/viewer/2022070603/58718de41a28ab2c198b6d71/html5/thumbnails/18.jpg)
18#IRCE16
![Page 19: The Small Things That Add Up: How to Find What Design Factors Influence Conversion Rates [IRCE 2016]](https://reader035.vdocument.in/reader035/viewer/2022070603/58718de41a28ab2c198b6d71/html5/thumbnails/19.jpg)
19#IRCE16
![Page 20: The Small Things That Add Up: How to Find What Design Factors Influence Conversion Rates [IRCE 2016]](https://reader035.vdocument.in/reader035/viewer/2022070603/58718de41a28ab2c198b6d71/html5/thumbnails/20.jpg)
20
front-end load time
back-end load time
#IRCE16
![Page 21: The Small Things That Add Up: How to Find What Design Factors Influence Conversion Rates [IRCE 2016]](https://reader035.vdocument.in/reader035/viewer/2022070603/58718de41a28ab2c198b6d71/html5/thumbnails/21.jpg)
Issue #1
Image quality and compression
#IRCE16
![Page 22: The Small Things That Add Up: How to Find What Design Factors Influence Conversion Rates [IRCE 2016]](https://reader035.vdocument.in/reader035/viewer/2022070603/58718de41a28ab2c198b6d71/html5/thumbnails/22.jpg)
#IRCE16
Average website
![Page 23: The Small Things That Add Up: How to Find What Design Factors Influence Conversion Rates [IRCE 2016]](https://reader035.vdocument.in/reader035/viewer/2022070603/58718de41a28ab2c198b6d71/html5/thumbnails/23.jpg)
#IRCE16
Fanatics
![Page 24: The Small Things That Add Up: How to Find What Design Factors Influence Conversion Rates [IRCE 2016]](https://reader035.vdocument.in/reader035/viewer/2022070603/58718de41a28ab2c198b6d71/html5/thumbnails/24.jpg)
Issue #2
Image sprite blocking page load
#IRCE16
![Page 25: The Small Things That Add Up: How to Find What Design Factors Influence Conversion Rates [IRCE 2016]](https://reader035.vdocument.in/reader035/viewer/2022070603/58718de41a28ab2c198b6d71/html5/thumbnails/25.jpg)
#IRCE16
![Page 26: The Small Things That Add Up: How to Find What Design Factors Influence Conversion Rates [IRCE 2016]](https://reader035.vdocument.in/reader035/viewer/2022070603/58718de41a28ab2c198b6d71/html5/thumbnails/26.jpg)
#IRCE16
ReformatResizeCompressDefer/lazy loadCache
More image optimization solutions
![Page 27: The Small Things That Add Up: How to Find What Design Factors Influence Conversion Rates [IRCE 2016]](https://reader035.vdocument.in/reader035/viewer/2022070603/58718de41a28ab2c198b6d71/html5/thumbnails/27.jpg)
#IRCE16
![Page 28: The Small Things That Add Up: How to Find What Design Factors Influence Conversion Rates [IRCE 2016]](https://reader035.vdocument.in/reader035/viewer/2022070603/58718de41a28ab2c198b6d71/html5/thumbnails/28.jpg)
Issue #3
Unoptimized CSS and JavaScript
#IRCE16
![Page 29: The Small Things That Add Up: How to Find What Design Factors Influence Conversion Rates [IRCE 2016]](https://reader035.vdocument.in/reader035/viewer/2022070603/58718de41a28ab2c198b6d71/html5/thumbnails/29.jpg)
#IRCE16
Consolidate page resourcesMake sure stylesheets are in the document HEADOptimize web fonts Optimize pop-up scriptsMonitor third parties
More optimization solutions
![Page 31: The Small Things That Add Up: How to Find What Design Factors Influence Conversion Rates [IRCE 2016]](https://reader035.vdocument.in/reader035/viewer/2022070603/58718de41a28ab2c198b6d71/html5/thumbnails/31.jpg)
![Page 32: The Small Things That Add Up: How to Find What Design Factors Influence Conversion Rates [IRCE 2016]](https://reader035.vdocument.in/reader035/viewer/2022070603/58718de41a28ab2c198b6d71/html5/thumbnails/32.jpg)
Takeaways
![Page 33: The Small Things That Add Up: How to Find What Design Factors Influence Conversion Rates [IRCE 2016]](https://reader035.vdocument.in/reader035/viewer/2022070603/58718de41a28ab2c198b6d71/html5/thumbnails/33.jpg)
33
1 User expectations and behavior are always changing
2 Performance issues are unpredictable3 You can’t know what you don’t
measure 4 Solutions can create new problems5 Grab the low-hanging fruit: optimize
your images6 Even small performance
improvements can make a big difference
#IRCE16
![Page 34: The Small Things That Add Up: How to Find What Design Factors Influence Conversion Rates [IRCE 2016]](https://reader035.vdocument.in/reader035/viewer/2022070603/58718de41a28ab2c198b6d71/html5/thumbnails/34.jpg)
Thanks!#IRCE16