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How page speed impacts the bottom line

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  • Carpenter, Roopa N.

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.

Suggested Citation

  • Carpenter, Roopa N., 2018. "How page speed impacts the bottom line," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 4(2), pages 157-169, September.
    • Handle: RePEc:aza:ama000:y:2018:v:4:i:2:p:157-169
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    More about this item

    Keywords

    page speed; customer experience optimisation; actionable insights; A/B testing; key performance indicators; quantitative analysis;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

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