Speed Kills: When Faster Pages Mean Less Revenue

Eddie Canales (CrossChx)
11:15am–11:45am Wednesday, 04/22/2015
Everything else
Location: Salon 1/2
Average rating: ****.
(4.00, 2 ratings)
Slides:   external link

Near the end of 2013 we were able to make the much needed decision to rebuild our site on a brand new platform. With our new technology toolbox we built a page that was twice as fast! It was lighter, faster, delivered the ads sooner, and even used responsive web design. We were so excited to see the impact on revenue and give our users precious seconds of their lives back. Then we saw the results – the new faster page resulted in a 17% drop in revenue. Not only was this demoralizing, it was just plain confusing.

After we shook off the frustration, we got back to it and went through many rounds of multi-treatment tests to get to the bottom of this bizarre outcome. We re-learned the impact a single pixel of spacing can have, a user’s perceived speed vs. actual speed, and the frustrations and challenges of building a fast site while making money from ads that are inevitably not fast enough.

In this presentation Eddie will show some of the interesting, strange, and sad discoveries about what kinds of speed matter, the importance of testing, and how we eventually made the right speed improvements (including ad speed improvements) to end up with a revenue gain instead of a 17% decrease.

Photo of Eddie Canales

Eddie Canales

CrossChx

I’ve been a software engineer at Manta.com for 10 years. Recently I’ve been focusing on front-end web development using Node, Angular, and Bootstrap. I’m a web speed enthusiast, so my goal in life is to build, as my 5 year old once said, “something as fast as a cheetah wearing a rocket pack and roller skates.”