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Never mind the webpages, how do you fix the business??
01-29-2013, 06:43 AM (This post was last modified: 01-29-2013 06:45 AM by Chris Stark.)
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RE: Never mind the webpages, how do you fix the business??
I would look at putting a dns or server log based analytics in place and comparing that with one javascript based analytics to see how far your drop off is from load times. The bigger the differential, the worse the problem is. If you can definitely say between dns request to your site and analytics tag triggering you're seeing an x% loss * income then you have a pretty strong argument for real ROI for making things quicker.

I also like using Torbit.com for RUM, if you setup the premium version you can actually correlate load times with conversion ratios. This further helps to put real numbers to the I just want things to be faster argument.

After I have these two things I can usually go to a c-level decision maker, say to them if I cut your site speed from 10 seconds to 3 seconds you're going to make X amount more money, it's going to cost you X amount to program the improvements and you're going to make a 500% return on investment in the first year. Even for mom and pop type places it's pretty simple to understand, here's my research, spend things in development, make this return, do you want to make more money? 9 times out of 10 it works for me. Some people are hopelessly dense and don't care thinking the internet is a waste of time, you're never going to convince those people of anything.

I have an example on my blog about how Walmart tackled the same question http://www.digitalmgmt.com/4-awesome-sli...lmart-com/
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RE: Never mind the webpages, how do you fix the business?? - Chris Stark - 01-29-2013 06:43 AM

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