{"id":82956,"date":"2022-08-10T06:36:46","date_gmt":"2022-08-10T04:36:46","guid":{"rendered":"https:\/\/rmarketingdigital.com\/dev\/relating-site-speed-and-business-metrics\/"},"modified":"2020-09-16T16:40:30","modified_gmt":"2020-09-16T19:40:30","slug":"relating-site-speed-and-business-metrics","status":"publish","type":"post","link":"https:\/\/rmarketingdigital.com\/fr\/dev\/relating-site-speed-and-business-metrics\/","title":{"rendered":"Relier la vitesse du site et les mesures commerciales"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_86 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table des mati\u00e8res<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Basculer la table des mati\u00e8res\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Basculer<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/rmarketingdigital.com\/fr\/dev\/relating-site-speed-and-business-metrics\/#Step-1-Pick-a-page-to-AB-test\" >Step 1: Pick a page to A\/B test<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/rmarketingdigital.com\/fr\/dev\/relating-site-speed-and-business-metrics\/#Step-2-Measure-performance\" >Step 2: Measure performance<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/rmarketingdigital.com\/fr\/dev\/relating-site-speed-and-business-metrics\/#Step-3-Create-speed-performance-variants\" >Step 3: Create speed performance variants<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/rmarketingdigital.com\/fr\/dev\/relating-site-speed-and-business-metrics\/#Step-4-Create-an-AB-test\" >Step 4: Create an A\/B test<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/rmarketingdigital.com\/fr\/dev\/relating-site-speed-and-business-metrics\/#Step-5-Analyze-AB-test\" >Step 5: Analyze A\/B test<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/rmarketingdigital.com\/fr\/dev\/relating-site-speed-and-business-metrics\/#Step-6-Draw-conclusions-and-decide-on-next-steps\" >Step 6: Draw conclusions and decide on next steps<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/rmarketingdigital.com\/fr\/dev\/relating-site-speed-and-business-metrics\/#Conclusion\" >Conclusion<\/a><\/li><\/ul><\/nav><\/div>\n<p><\/p>\n<div>\n<header class=\"w-article-header\">\n<p class=\"w-article-header__subhead w-mb--non\">\n          Leverage A\/B testing to evaluate the impact of site speed on your business metrics.\n        <\/p>\n<p>\n          <time>Jul 17, 2020<\/time><\/p>\n<div class=\"w-layout-container--narrow w-post-signpost\">\n  <span class=\"w-post-signpost__title\">Appara\u00eet dans:<\/span><br \/>\n  Fast load times\n<\/div>\n<\/header>\n<p>Over the last few years it has been well established that site speed performance<br \/>\nis a significant part of the user experience and that improving it benefits<br \/>\ndifferent business metrics such as conversion rates and bounce rates. Multiple<br \/>\narticles and case studies have been published to back this up, including<br \/>\nCloudflare&#8217;s <a rel=\"nofollow noopener noreferrer\" target=\"_blank\" href=\"https:\/\/www.cloudflare.com\/learning\/performance\/more\/website-performance-conversion-rates\/\">How Website Performance Affects Conversion<br \/>\nRates<\/a>,<br \/>\nDeloitte&#8217;s <a rel=\"nofollow noopener noreferrer\" target=\"_blank\" href=\"https:\/\/www2.deloitte.com\/ie\/en\/pages\/consulting\/articles\/milliseconds-make-millions.html\">Milliseconds Make<br \/>\nMillions<\/a>,<br \/>\nand Shopping for Speed on eBay.com, to name a<br \/>\nfew.<\/p>\n<p>Even though the case for speed is clear, many companies still struggle with<br \/>\nprioritizing work that will improve their site speed since they do not know<br \/>\nexactly how it affects <strong>their<\/strong> users and as a result <strong>their<\/strong> business.<\/p>\n<p>In the absence of data, it is easy to delay site speed work and focus on other<br \/>\ntasks. A common scenario is having some people in the company recognize the<br \/>\nimportance of site speed and yet not be able to build a case for it and convince<br \/>\nmultiple stakeholders to invest accordingly.<\/p>\n<p>This article provides high-level guidance on how to leverage A\/B testing to<br \/>\nevaluate the impact of site speed on business metrics therefore enabling more<br \/>\neffective decision-making on the matter.<\/p>\n<h2 id=\"step-1:-pick-a-page-to-ab-test\"><span class=\"ez-toc-section\" id=\"Step-1-Pick-a-page-to-AB-test\"><\/span>Step 1: Pick a page to A\/B test <span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Your aim is to test the hypothesis that page speed relates to your business<br \/>\nmetrics. For simplicity&#8217;s sake, you can initially limit yourself to identifying<br \/>\na single page for analysis. Future work can expand to multiple pages of the same<br \/>\ntype to verify findings, and then to other areas of the site. Some suggestions<br \/>\nfor where to start are provided at the bottom of this step. Several requirements<br \/>\ndrive the page selection process:<\/p>\n<ul>\n<li>\n<p>The A\/B test should only be run on the devices of mobile users. Globally,<br \/>\nthe partner sites we assist see an average of <a rel=\"nofollow noopener noreferrer\" target=\"_blank\" href=\"https:\/\/gs.statcounter.com\/platform-market-share\/desktop-mobile-tablet\/worldwide\">more than<br \/>\n50%<\/a><br \/>\n(and growing!) of their traffic coming from mobile, but this can increase<br \/>\nsignificantly based on<br \/>\n<a rel=\"nofollow noopener noreferrer\" target=\"_blank\" href=\"https:\/\/gs.statcounter.com\/platform-market-share\/desktop-mobile-tablet\/india\">region<\/a><br \/>\net<br \/>\n<a rel=\"nofollow noopener noreferrer\" target=\"_blank\" href=\"https:\/\/www.salecycle.com\/blog\/stats\/2019-ecommerce-year-in-review-infographic\/\">verticale<\/a>.<br \/>\nMobile devices are more sensitive to slower websites due to processing and<br \/>\nmemory constraints and less stable networks. Also, on-the-go usage patterns<br \/>\nmean expectations for speed are higher.<\/p>\n<\/li>\n<li>\n<p>The page you choose for testing should be an important part of your<br \/>\nconversion funnel. Every site has a different purpose, so every site tracks<br \/>\ndifferent success metrics. These metrics are usually related to a user<br \/>\njourney which is analyzed using a funnel. For example, users on an<br \/>\ne-commerce website will have to navigate through a home page, category<br \/>\npages, product pages, and a checkout page to complete a purchase. If you&#8217;re<br \/>\noptimizing for conversions, one of those pages would be a good candidate.<\/p>\n<\/li>\n<li>\n<p>The page should have a singular purpose. Unless your site has a very<br \/>\nspecific mission, it&#8217;s usually best to avoid using the homepage for your<br \/>\ntest. Many commercial sites&#8217; homepages are portals to a wide variety of<br \/>\nfunctionality that will make your analysis noisy. For example, if you&#8217;re<br \/>\noptimizing for pageviews per session on a news site, it might be best to<br \/>\nexclude the non-commercial portions of the site and focus on monetized<br \/>\nsections and articles.<\/p>\n<\/li>\n<li>\n<p>The page chosen should get enough traffic so that you don&#8217;t have to wait<br \/>\nlong before getting a statistically significant result.<\/p>\n<\/li>\n<li>\n<p>The selected page should be relatively slow. In fact, the slower the better.<br \/>\nThis not only means that you will likely have an easier time improving the<br \/>\npage, it also means that the data should be much clearer. You can do a quick<br \/>\nscan through your <a rel=\"nofollow noopener noreferrer\" target=\"_blank\" href=\"https:\/\/support.google.com\/analytics\/answer\/1205784\">Google Analytics Speed<br \/>\nSignaler<\/a> ou alors <a rel=\"nofollow noopener noreferrer\" target=\"_blank\" href=\"https:\/\/support.google.com\/webmasters\/answer\/9205520\">Search<br \/>\nConsole Core Web Vitals<br \/>\nreport<\/a> to see which<br \/>\nof your pages are slowest.<\/p>\n<\/li>\n<li>\n<p>The page should be relatively stable. Don&#8217;t update pages (anything that<br \/>\nwould impact business metrics) until the test is complete. The fewer<br \/>\nexternal factors there are to consider, the cleaner the analysis will be.<\/p>\n<\/li>\n<\/ul>\n<p>Using the above as a guide it should be a bit more clear which pages are good<br \/>\ncandidates for your test. Ad landing pages are also a good choice, because<br \/>\nyou&#8217;re likely to have built-in business metrics, A\/B testing,  and analysis at<br \/>\nyour disposal. In case you&#8217;re still unsure, here are some ideas per vertical:<\/p>\n<ul>\n<li>Content Websites: sections, articles<\/li>\n<li>Storefronts: category pages, product pages<\/li>\n<li>Media Players: video discovery\/search pages, video play page<\/li>\n<li>Services &amp; Discovery (travel, rental cars, service registration, etc.):<br \/>\ninitial form-entry page<\/li>\n<\/ul>\n<h2 id=\"step-2:-measure-performance\"><span class=\"ez-toc-section\" id=\"Step-2-Measure-performance\"><\/span>Step 2: Measure performance <span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>There are two general ways to measure metrics: in the lab and in the<br \/>\nfield. We<br \/>\npersonally have found measuring metrics in the field (also known as Real User<br \/>\nMonitoring (RUM)) to be more useful because it reflects the experience of real<br \/>\nusers. Examples of libraries and services that can help you report RUM data<br \/>\ninclure <a rel=\"nofollow noopener noreferrer\" target=\"_blank\" href=\"https:\/\/zizzamia.github.io\/perfume\/\">Perfume<\/a>, <a rel=\"nofollow noopener noreferrer\" target=\"_blank\" href=\"https:\/\/firebase.google.com\/docs\/perf-mon\">Firebase Performance<br \/>\nMonitoring<\/a>, et <a rel=\"nofollow noopener noreferrer\" target=\"_blank\" href=\"https:\/\/developers.google.com\/analytics\/devguides\/collection\/analyticsjs\/events\">Google Analytics<br \/>\n\u00c9v\u00e9nements<\/a>.<\/p>\n<p>There are many metrics to choose from<br \/>\nbecause they aim to capture different aspects of the user experience. Remember<br \/>\nthat your goal is to eventually determine if there&#8217;s a direct correlation<br \/>\nbetween your speed and business metrics, so it might be useful to track a few<br \/>\nspeed metrics in order to determine which one has the strongest correlation with<br \/>\nyour business success. In general we recommend starting with the Core Web<br \/>\nVitals. The<br \/>\n<a rel=\"nofollow noopener noreferrer\" target=\"_blank\" href=\"https:\/\/github.com\/GoogleChrome\/web-vitals\">web-vitals.js<\/a> library can help you<br \/>\nmeasure some of the Core Web Vitals in the field, although note that <a rel=\"nofollow noopener noreferrer\" target=\"_blank\" href=\"https:\/\/github.com\/GoogleChrome\/web-vitals#browser-support\">browser<br \/>\nsupport isn&#8217;t 100%<\/a>.<br \/>\nBeyond the Core Web Vitals, the Other Web Vitals<br \/>\nare also worth checking out. You can also define custom<br \/>\nmetrics, such as \u00abTime To<br \/>\nFirst Ad Click\u00bb.<\/p>\n<h2 id=\"step-3:-create-speed-performance-variants\"><span class=\"ez-toc-section\" id=\"Step-3-Create-speed-performance-variants\"><\/span>Step 3: Create speed performance variants <span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>In this stage you will implement changes to create a faster version of the page<br \/>\nto be tested against the current version.<\/p>\n<p>A couple of things to keep in mind:<\/p>\n<ol>\n<li>Avoid making any changes to the UI or UX. Aside from one page being faster<br \/>\nthan the other, changes must be invisible to users.<\/li>\n<li>Measuring is also a key aspect of this stage. While developing, lab testing<br \/>\ntools such as Lighthouse should be used to indicate the effect your changes<br \/>\nhave on performance. Keep in mind that changes to one metric can often<br \/>\ninfluence another. Once the pages are live, stick to RUM for a more accurate<br \/>\nevaluation.<\/li>\n<\/ol>\n<p>Creating performance variants can be done in different ways. For the purpose of<br \/>\nthe test, you would want to do so as simply as possible. Below are a few<br \/>\noptions.<\/p>\n<p><strong>Create a faster page<\/strong><\/p>\n<ul>\n<li>Use a tool like <a rel=\"nofollow noopener noreferrer\" target=\"_blank\" href=\"https:\/\/squoosh.app\/\">Squoosh<\/a> to manually optimize the<br \/>\nimages on your test page<\/li>\n<li><a rel=\"nofollow noopener noreferrer\" target=\"_blank\" href=\"https:\/\/developers.google.com\/web\/tools\/chrome-devtools\/coverage\">Use DevTools code<br \/>\ncouverture<\/a><br \/>\nto manually eliminate unused JavaScript or CSS just for that one page<\/li>\n<li>Efficiently load third-party<br \/>\nscripts<\/li>\n<li>Use a tool like <a rel=\"nofollow noopener noreferrer\" target=\"_blank\" href=\"https:\/\/github.com\/addyosmani\/critical\">Critical<\/a> to break<br \/>\nout and inline critical CSS<\/li>\n<li>Remove non-critical JavaScript code that does not impact the user experience<br \/>\nand which you can do without for the purpose of the test (for example,<br \/>\ncertain third-party libraries)<\/li>\n<li>Implement native lazy loading which isn&#8217;t supported<br \/>\nby all browsers but may still improve performance significantly where<br \/>\nsupported<\/li>\n<li>Remove non-critical analytics tags or load them asynchronously<\/li>\n<\/ul>\n<p>Additional optimizations to consider can be found at Fast load times<br \/>\net <a rel=\"nofollow noopener noreferrer\" target=\"_blank\" href=\"https:\/\/www.smashingmagazine.com\/2020\/01\/front-end-performance-checklist-2020-pdf-pages\/\">Frontend Performance<br \/>\nListe de contr\u00f4le<\/a>.<br \/>\nVous pouvez aussi utiliser <a rel=\"nofollow noopener noreferrer\" target=\"_blank\" href=\"https:\/\/developers.google.com\/speed\/pagespeed\/insights\/\">PageSpeed<br \/>\nConnaissances<\/a> to run<br \/>\nLighthouse, which identifies opportunities to improve performance.<\/p>\n<p><strong>Slow down the page<\/strong><\/p>\n<p>This may be the easiest way to create variants and can be achieved by adding a<br \/>\nsimple script, slowing down server response times, loading larger images, etc.<br \/>\nThe Financial Times opted for this option when testing how performance impacted<br \/>\ntheir business metrics: see <a rel=\"nofollow noopener noreferrer\" target=\"_blank\" href=\"https:\/\/medium.com\/ft-product-technology\/a-faster-ft-com-10e7c077dc1c\">A faster<br \/>\nFT.com<\/a>.<\/p>\n<p><strong>Speed up page load<\/strong><\/p>\n<p>For cases where the test page (let&#8217;s say a product detail page) is mostly linked<br \/>\nout from a different page (let&#8217;s say the homepage),<br \/>\nprefetching or<br \/>\n<a rel=\"nofollow noopener noreferrer\" target=\"_blank\" href=\"https:\/\/developers.google.com\/web\/updates\/2018\/07\/nostate-prefetch\">prerendering<\/a><br \/>\nthe product page directly from the homepage for the test group will speed up the<br \/>\nsubsequent load of the page. Note that in this case the A\/B test split (step 4)<br \/>\nis done on the homepage. In addition, all of this may slow down the first page<br \/>\nso be sure to measure that and take it under consideration when analyzing the<br \/>\ntest results (step 5).<\/p>\n<h2 id=\"step-4:-create-an-ab-test\"><span class=\"ez-toc-section\" id=\"Step-4-Create-an-AB-test\"><\/span>Step 4: Create an A\/B test <span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Once you have two versions of the same page where one is faster than the other,<br \/>\nthe next step is to split traffic to measure impact. In general there are many<br \/>\ntechniques and tools to perform A\/B tests, but be aware that not all methods are<br \/>\nwell suited to measure speed performance impact.<\/p>\n<p>If you&#8217;re using an A\/B testing tool like<br \/>\n<a rel=\"nofollow noopener noreferrer\" target=\"_blank\" href=\"https:\/\/www.optimizely.com\/de\/\">Optimizely<\/a> ou alors<br \/>\n<a rel=\"nofollow noopener noreferrer\" target=\"_blank\" href=\"https:\/\/optimize.google.com\/optimize\/home\/\">Optimize<\/a> we strongly recommend<br \/>\nsetting up a server-side test instead of a client-side test, as client side A\/B<br \/>\ntesting often works by hiding page content until the experiment is loaded, which<br \/>\nwould mean the A\/B testing itself would skew the metrics you wanted to measure.<br \/>\nIf you can only do client-side testing, consider setting up the experiment on a<br \/>\ndifferent page and changing the link outs to your test page to split the<br \/>\ntraffic. This way the test page itself isn&#8217;t dragged down by the client-side<br \/>\ntest.<\/p>\n<details class=\"w-details\">\n<summary class=\"w-details__summary\">\n<\/summary>\n<p>Example of AB testing  performance changes on a given product detail page (PDP)<br \/>\nvia server-side testing:<\/p>\n<p><img alt='test-server-side-5246267' src='https:\/\/rmarketingdigital.com\/wp-content\/uploads\/2020\/09\/test-server-side-5246267.jpg'><\/p>\n<p>The request goes to the backend, which distributes the users to the two<br \/>\ndifferent versions of the page. While this is in general a good setup, it often<br \/>\nneeds IT resources to set up the server-side split.<\/p>\n<p>Here is an example of a client side testing setup, using the prior page (the<br \/>\nhomepage in the diagram below) to run the testing JavaScript:<\/p>\n<p><img alt='test-client-side-9651423' src='https:\/\/rmarketingdigital.com\/wp-content\/uploads\/2020\/09\/test-client-side-9651423.jpg'><\/p>\n<p>The testing JavaScript manipulates the outgoing link to give the two test groups<br \/>\nof users links to the two versions of the PDP in question. This is easy to setup<br \/>\nand maintain through common A\/B testing tools like Optimizely or Optimize and<br \/>\ndoes not influence the performance test because the testing JavaScript runs on a<br \/>\ndifferent page.<\/p>\n<\/details>\n<p>Alternatively, you can pick two pages which behave and perform very similarly<br \/>\n(for example, for two very similar products). Apply your changes to one of them<br \/>\nand then compare the difference in metrics over time. This will mean you&#8217;re not<br \/>\nconducting a proper A\/B test, yet it can still be quite insightful.<\/p>\n<p>In case your test page is used as a landing page for ad campaigns, it can be<br \/>\nhandy to use your ad network&#8217;s built-in A\/B testing tools, like <a rel=\"nofollow noopener noreferrer\" target=\"_blank\" href=\"https:\/\/www.facebook.com\/business\/help\/1159714227408868\">Publicit\u00e9s Facebook<br \/>\nSplit Test<\/a> ou alors <a rel=\"nofollow noopener noreferrer\" target=\"_blank\" href=\"https:\/\/support.google.com\/google-ads\/answer\/6318732?hl=en\">Google<br \/>\nAds Drafts &amp;<br \/>\nExperiments<\/a>. If<br \/>\nthat&#8217;s not an option, you can use two campaigns with the same setup, and set<br \/>\ndifferent landing pages as targets.<\/p>\n<h2 id=\"step-5:-analyze-ab-test\"><span class=\"ez-toc-section\" id=\"Step-5-Analyze-AB-test\"><\/span>Step 5: Analyze A\/B test <span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>After you&#8217;ve run your test for long enough and have enough data to feel<br \/>\nconfident about the results, it&#8217;s time to put it all together and run an<br \/>\nanalysis. How you do that really depends on how the test has run, so let&#8217;s go<br \/>\nthrough the options.<\/p>\n<p>If your test was run on ad landing pages using the above-mentioned tools,<br \/>\nanalysis should be as straightforward as reading a result. If you&#8217;re using<br \/>\nGoogle&#8217;s Drafts &amp; Experiments, take a look at the comparison using the<br \/>\n<a rel=\"nofollow noopener noreferrer\" target=\"_blank\" href=\"https:\/\/support.google.com\/google-ads\/answer\/6318747?hl=en\">ScoreCard<\/a>.<\/p>\n<p>Platforms like Optimizely or Optimize also offer <a rel=\"nofollow noopener noreferrer\" target=\"_blank\" href=\"https:\/\/support.google.com\/optimize\/answer\/6218117?hl=en\">easy<br \/>\nways<\/a> to interpret the<br \/>\nresults and determine how much of an impact speed has on your pages.<\/p>\n<p>If you&#8217;re using Google Analytics or a similar tool, you will have to pull<br \/>\ntogether the report yourself. Luckily, Google Analytics makes it pretty easy to<br \/>\nbuild <a rel=\"nofollow noopener noreferrer\" target=\"_blank\" href=\"https:\/\/support.google.com\/analytics\/answer\/1151300?hl=en\">Douane<br \/>\nreports<\/a>, so that&#8217;s<br \/>\nwhere you should start. If you&#8217;ve sent speed data to Google Analytics using a<br \/>\ncustom dimension, check out the <a rel=\"nofollow noopener noreferrer\" target=\"_blank\" href=\"https:\/\/support.google.com\/analytics\/answer\/2709828?hl=en#reporting\">Rapports<br \/>\nguide<\/a> \u00e0<br \/>\nlearn how to set those up and include them in your custom reports. Make sure<br \/>\nyour report covers the date of the experiment and is configured to display both<br \/>\nvariants. What should go in this report?<\/p>\n<ul>\n<li>Primarily, you need to include the business metrics that you most care<br \/>\nabout: conversions, page views, ads viewed, conversion rate, e-commerce<br \/>\nmetrics, click-through rate, etc.<\/li>\n<li>Additionally, other standard page metrics that also make a good case for<br \/>\nimproving site speed are bounce rate, average session duration, and exit<br \/>\npercentage.<\/li>\n<\/ul>\n<p>You may also need to filter for mobile and make sure to <a rel=\"nofollow noopener noreferrer\" target=\"_blank\" href=\"https:\/\/support.google.com\/analytics\/thread\/16422940?hl=en&amp;msgid=16485536\">exclude bots and other<br \/>\nnon-user<br \/>\ntraffic<\/a>.<br \/>\nMore advanced analysis would also filter by region, networks, devices, traffic<br \/>\nsource, and user profiles and types, such as new users versus repeat visitors.<br \/>\nEach group of users may be more or less sensitive to slower speeds and<br \/>\nidentifying these is also quite helpful.<\/p>\n<p><a rel=\"nofollow noopener noreferrer\" target=\"_blank\" href=\"https:\/\/support.google.com\/datastudio\/answer\/6283323?hl=en\">Data Studio<\/a> ou alors<br \/>\nother data visualization tools make it easy to integrate various data sources<br \/>\nincluding Google Analytics. This makes it easy to conduct analysis, and also<br \/>\ncreate dashboards that are shareable with the many stakeholders involved in<br \/>\nrunning a modern website for further buy-in. For example, the Guardian created<br \/>\nun <a rel=\"nofollow noopener noreferrer\" target=\"_blank\" href=\"https:\/\/www.theguardian.com\/info\/developer-blog\/2017\/mar\/06\/empowering-our-editorial-teams-to-impact-page-performance\">automated alert<br \/>\nsystem<\/a><br \/>\nthat warned the editorial team when recently published content crossed their<br \/>\npage size or speed thresholds and was likely to result in unsatisfied users.<\/p>\n<h2 id=\"step-6:-draw-conclusions-and-decide-on-next-steps\"><span class=\"ez-toc-section\" id=\"Step-6-Draw-conclusions-and-decide-on-next-steps\"><\/span>Step 6: Draw conclusions and decide on next steps <span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Once you have data that connects performance and business metrics, you can<br \/>\nexamine the results and start to draw conclusions.<\/p>\n<p>If you can clearly see a correlation between improving performance and improving<br \/>\nbusiness metrics, summarize the results and report them across the company. Now<br \/>\nthat you can talk about speed performance in a \u00abbusiness language\u00bb you are more<br \/>\nlikely to grab the attention of different stakeholders and place site speed<br \/>\nperformance on everyone&#8217;s radar. The next step is to set performance<br \/>\nbudgets based on the results, and plan out<br \/>\nwork to meet those budgets. Since you know the value such work will provide,<br \/>\nyou&#8217;ll be able to prioritize accordingly.<\/p>\n<p>If you can&#8217;t identify a correlation, take a look at the caveats below and assess<br \/>\nwhether similar tests should be run elsewhere on the site (for example, through<br \/>\nthe entire purchase funnel or on a different type of page).<\/p>\n<p><strong>Caveats<\/strong><\/p>\n<p>There might be several reasons for not finding significant correlation between<br \/>\nsite speed metrics and business metrics:<\/p>\n<ul>\n<li>The page chosen does not have enough influence on the business metrics<br \/>\nyou&#8217;re examining. For example, a faster product page may not have a big<br \/>\neffect on conversion rates if the checkout page is very unfriendly or slow.<br \/>\nConsider looking at more relevant metrics such as bounce rates,<br \/>\nadd-to-basket rates or any other metric that is more directly connected to<br \/>\nthe page you&#8217;re testing.<\/li>\n<li>The difference in speed is not significant enough between the two versions.<br \/>\nThis should be evaluated according to the RUM metrics you&#8217;re measuring.<\/li>\n<li>There&#8217;s a fault with the A\/B testing mechanism. Traffic might not be<br \/>\ndistributed properly or analytics not reported correctly. In order to rule<br \/>\nthis out, consider running an A\/A test where you test the same version of a<br \/>\npage using the same testing mechanism and ensure there&#8217;s no difference in<br \/>\nresults when doing so.<\/li>\n<li>Site speed really doesn&#8217;t influence your business metrics. This is rare but<br \/>\ncan occur in cases where your target market is less sensitive to speed (e.g.<br \/>\nthe site is mostly accessed from powerful devices on a strong network) or<br \/>\nuser demand is very high and choice is limited (e.g. a ticketing service<br \/>\nthat exclusively sells tickets for high-demand shows). Note that this does<br \/>\nnot mean that a faster site will not improve user experience and as a result<br \/>\n<a rel=\"nofollow noopener noreferrer\" target=\"_blank\" href=\"https:\/\/www.thinkwithgoogle.com\/intl\/en-154\/marketing-collections\/mobile\/why-mobile-speed-means-loyal-customers-and-how-make-it-happen\/\">affect brand<br \/>\nreputation<\/a>.<\/li>\n<\/ul>\n<h2 id=\"conclusion\"><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span>Conclusion <span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>While it is tempting to launch speed optimizations across the entire site, it is<br \/>\nusually more beneficial in the long run to first understand what it means to<br \/>\nyour users and your company to have a faster website. It is the difference<br \/>\nbetween saying \u00abwe improved FCP by 1.5 seconds\u00bb and \u00abwe improved FCP by 1.5<br \/>\nseconds and that improved our conversion rates by 5%\u00bb. This will allow you to<br \/>\nprioritize further work, get buy-in from different stakeholders and make site<br \/>\nspeed performance a company-wide<br \/>\neffort.<\/p>\n<p>    <web-feedback additional-questions=\"\"><\/web-feedback>\n  <\/div>","protected":false},"excerpt":{"rendered":"<p>Leverage A\/B testing to evaluate the impact of site speed on your business metrics. Jul 17, 2020 Appears in: Fast load times Over the last few years it has been&#8230;<\/p>","protected":false},"author":1,"featured_media":82957,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1356],"tags":[],"class_list":["post-82956","post","type-post","status-publish","format-standard","has-post-thumbnail","category-dev"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.0 (Yoast SEO v28.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Relating site speed and business metrics - R Marketing Digital<\/title>\n<meta name=\"description\" content=\"Leverage A\/B testing to evaluate the impact of site speed on your business metrics. 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