Google Analytics: Using Site Speed Data to Improve Conversions

Google Analytics: Using Site Speed Data to Improve Conversions

September 30, 2016 2:07 pm

Niche ecommerce retailers face challenges in competing with massive field retailers. Providing an internet purchasing expertise on a decent price range that's corresponding to the bigger websites (with big budgets) can appear insurmountable.

A prime precedence for a distinct segment service provider in enhancing the consumer expertise is web page load occasions. Fortunately, Google Analytics has a reporting suite on load occasions, at “Behavior > Site Speed” within the left-hand menu.

Look for page load time reports under “Behavior > Site Speed” in the left-hand menu.

Look for web page load time stories beneath “Behavior > Site Speed” within the left-hand menu. Click picture to enlarge.

The Overview report will present an general web page load time, adopted by a number of different timing metrics. Here are their abbreviated definitions, with my observations.

Avg. Page Load Time (sec). This exhibits the general time it takes for the whole web page to load. This is the place you begin. Your goal ought to be beneath O seconds. A to H seconds is marginal. Over H seconds is trigger for concern. Over 10 seconds is unacceptable.

Avg. Redirection Time (sec). If you have got redirects in your website, resembling 301 redirects, this worth might be higher than zero. Any worth higher than zero.H seconds can be trigger for concern.

Avg. Domain Lookup Time (sec). The period of time spent in DNS lookup for the web page is reported right here. If your common is bigger than zero.25 seconds, take motion.

Avg. Server Connection Time (sec). This studies the period of time the typical consumer spent connecting to your server. Any time over zero.25 seconds is trigger for concern.

Avg. Server Response Time (sec). This metric studies the typical time to answer a consumer request. Any time over zero.25 seconds ought to be investigated.

Avg. Page Download Time (sec). This exhibits the typical time to obtain your web page. A time over P seconds means there's alternative for enchancment.

The full definitions and particulars are at Google assist paperwork, together with a diagram of the web page timing elements.

The “Page Timings” report by Browser is useful to start your evaluation. You can get to this report by way of the “View Full Report” hyperlink within the “Overview” report.

Get to the "Page Timings" report via the “View Full Report” link in the “Overview” report.

Get to the “Page Timings” report by way of the “View Full Report” hyperlink within the “Overview” report.

Select “Data” view and Secondary Dimension by “Device Category” to view a report just like the one I will probably be commenting on.

Select “Data” view and Secondary Dimension by “Device Category.”

Select “Data” view and Secondary Dimension by “Device Category.” Click picture to enlarge.

I wish to type by “Avg. Page Load Time (sec)” in descending order to determine the very best web page load occasions by Browser and Device Category.

Sort by “Avg. Page Load Time (sec) in descending order to identify the highest page load times.

Sort by “Avg. Page Load Time (sec) in descending order to determine the very best web page load occasions. Click picture to enlarge.

I can now determine the kinds of customers with the very best load occasions. Safari for Tablet has the very best web page load time for this instance service provider, adopted by Amazon Silk for Tablet and Edge for Desktop.

Always think about the variety of “Pageviews” for every pattern. If web page views are low, there will not be sufficient justification to deal with that exact web page, browser, or system. In the instance above, Amazon Silk for Tablet solely had 480 web page views, representing simply zero.21 % for all the website.

If you see a number of browsers having excessive web page load occasions, your website might have parts or scripts that aren't supported by these browsers.

Do you see one Device Category impacted by web page load time? If sure, that may be the system class to concentrate on. Here’s an instance of a service provider that has a problem primarily with Mobile.

In this example, a merchant has an issue with mobile load times.

In this instance, a service provider has a problem with cellular load occasions.

The alternative for this service provider is to deal with web page load timing points on its cellular website.

After investigating excessive-degree web page load timing points by Browser or Device, it's time to give attention to particular pages. The “Page Timings” report will record every of your pages and their Average Page Load Time. I want the “Data” view when I run this report. Also, since I am on the lookout for the worst performing pages, I type by “Avg. Page Load Time (sec)” in descending order and filter by “Pageviews > one hundred” to take away any pages that didn’t have many Pageviews.

Filter by “Pageviews > 100” to remove any pages that didn’t have many Pageviews.

Filter by “Pageviews > one hundred” to take away any pages that didn’t have many Pageviews.

The key metric to find out in the event you ought to enhance a web page’s load time is the “% Exit fee.” If Page Load Time is larger than common and % Exit price can also be greater than common, customers are possible exiting that web page because of the load time.

In the instance above, virtually all pages within the prime 10 take O-occasions longer to load than the O.06 second common and virtually all have a % Exit price P-occasions higher than the location common of 26.S %. I would concentrate on these pages for optimization.

Google offers actionable suggestions for optimizing web page load occasions within the “Speed Suggestions” report.

Google provides feedback for optimizing Page Load Timing in the “Speed Suggestions” report.

Google offers suggestions for optimizing Page Load Timing within the “Speed Suggestions” report. Click picture to enlarge.

“Page Speed Suggestions” is among the columns of the report. Click on the hyperlinked textual content to get detailed suggestions for enhancing Page Load Time. The “PageSpeed Score” — a scale of zero to one hundred, with one hundred being good — supplies a metric for enhancing.

When you click on on the hyperlinked textual content underneath the “PageSpeed Suggestions” column, a report just like the screenshot under will show. I clicked on the “Should Fix” strategies to point out examples.

Under the “PageSpeed Suggestions” column, a “Should Fix” report provides suggestions of key issues to address.

Under the “PageSpeed Suggestions” column, a “Should Fix” report supplies ideas of key points to deal with.

Most of the alternatives on this instance are to compress photographs to scale back their file measurement. Look for widespread themes throughout pages and in addition throughout units — cellular vs. desktop— that offers you the most important bang in your buck. There could also be monitoring scripts or different parts on all pages that may be optimized.

The remaining reporting part within the Site Speed studies known as “User Timings.” To get knowledge on this report, outline particular parts to be measured for load occasions. This is sort of superior and should not warrant your time.

I noticed the most important enhancements in load occasions when I made the next updates to my area of interest ecommerce website.

  • Switching to a greater internet hosting firm. I was hosted by an affordable (low value) host. But it was not serving up my website shortly. When I switched to the corporate that gives our purchasing cart software, our web page load occasions have been minimize in half, roughly, and our conversion charges greater than doubled. The additional value of the higher host was instantly justified.
  • Building a devoted cellular website. After our cellular website went reside, web page load occasions for cellular have been reduce in half and conversion charges (for cellular) doubled. We paid for our cellular website inside months with the added income.

There is rather more to discover within the Site Speed reviews in Google Analytics. Use this actionable knowledge to enhance web page load occasions — and compete with the large field retailers.


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