How page speed impacts the bottom line

Roopa N. Carpenter

Applied Marketing Analytics: The Peer-Reviewed Journal, 2018, vol. 4, issue 2, 157-169

Abstract: User experience is critical to the performance of an organisation’s website and its key performance indicators (KPIs). However, one aspect of the customer experience that is often overlooked is page speed. Indeed, when organisations compete to create cutting-edge websites that are heavy with media assets and graphics, resulting in a noticeable impact on page speed, the customer experience is seldom taken into consideration. Even if they are aware of the potential impact on page speed, there is no clear way for organisations to measure this impact and connect it to such KPIs as revenue, transactions or lead completions. This paper provides a step-by-step approach to obtaining quantitative data on how page speed impacts primary KPIs. Further, this method can also be utilised in conjunction with the testing of future changes to the site, allowing for a deeper level of analysis, and a better understanding of true impact to the business.

Keywords: page speed; customer experience optimisation; actionable insights; A/B testing; key performance indicators; quantitative analysis (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2018
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hstalks.com/article/3924/download/ (application/pdf)
https://hstalks.com/article/3924/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:ama000:y:2018:v:4:i:2:p:157-169

Access Statistics for this article

More articles in Applied Marketing Analytics: The Peer-Reviewed Journal from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().