商業落地頁端到端性能優化實踐

{"type":"doc","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong","attrs":{}}],"text":"導讀：","attrs":{}},{"type":"text","text":"商業落地頁除了內容展示外，還承載了服務營銷能力以及客服-用戶聯通等能力，落地頁的加載性能密切關係到用戶體驗、客戶轉化。開展性能優化工作必然離不開數據，我們從數據開始，分析落地頁加載性能對用戶體驗的影響情況，同時建設整個大商業的落地頁性能指標，拆解關鍵加載路徑，用數據指導優化方向，再介紹商業端到端性能優化的主要技術手段。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"italic","attrs":{}}],"text":"全文2842字，預計閱讀時間6分鐘。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"heading","attrs":{"align":null,"level":1},"content":[{"type":"text","text":"一、落地頁加載性能的重要性","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"移動落地頁加載速度是影響用戶搜索體驗的重要因素，直接影響到商業的轉化能力。用戶點擊搜索結果後進入移動頁面，不滑動屏幕即看到的所有內容，稱爲首屏，首屏加載時間對用戶體驗和轉化的影響尤爲明顯。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"「百度移動搜索落地頁體驗白皮書」持續關注頁面首屏對用戶行爲特徵的影響。白皮書4.0研究發現，頁面首屏的加載時間在「1.5秒」以內的網站，會帶給用戶流暢快捷的極速體驗。白皮書將這一體驗問題在5.0中又進一步更新爲，頁面首屏的加載時間在「1秒」以內的站點或小程序，用戶的留存率會越高，更符合用戶對快捷搜索體驗的期待。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https://static001.geekbang.org/infoq/0f/0fdab7b71da3517bad64c574d9aff890.png","alt":"圖片","title":null,"style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":null,"fromPaste":true,"pastePass":true}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"同時，統計商業側的用戶轉化數據顯示，隨着廣告落地頁首屏首圖加載時長變慢，表單提交、電話撥打、諮詢客服會話等商業轉化能力有所下降。加載速度在1秒前後呈現出較爲明顯不同的降幅程度：","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"bulletedlist","content":[{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"接近1秒前，轉化率下降幅度約在5%；","attrs":{}}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"超過1秒後，轉化數據存在4%的下降幅度，並在1.3秒左右出現較爲明顯的拐點。","attrs":{}}]}]}],"attrs":{}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https://static001.geekbang.org/infoq/a2/a28a1ebfa7071724ff4195f7cb9ff349.png","alt":"圖片","title":null,"style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":null,"fromPaste":true,"pastePass":true}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"heading","attrs":{"align":null,"level":1},"content":[{"type":"text","text":"二、商業落地頁性能衡量和關鍵路徑拆解","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"商業廣告從流量類型上，主要區分爲搜索廣告、品牌廣告、原生信息流廣告、APP開屏廣告，各流量下又有不同的細分廣告位，及展示各異的廣告樣式。點擊廣告進入的商業落地頁，從建站渠道上，區分爲託管和非託管落地頁：使用基木魚製作的託管落地頁，廣告主搭建的第三方落地頁，建站形式各異。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"爲了衡量完整的端到端的落地頁加載時長，並覆蓋以上所有商業流量、頁面類型，商業側和手百端合作，通過手百APP內核採集從廣告點擊到頁面的上屏時間（渲染的頁面內容高度大於等於屏幕高度）。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https://static001.geekbang.org/infoq/d6/d657cfb7d2cdea9614d339a8efecb299.webp","alt":"圖片","title":null,"style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":null,"fromPaste":true,"pastePass":true}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"從廣告點擊到頁面加載完，主要經歷容器初始化、頁面跳轉、頁面資源加載、頁面繪製幾個環節。對手百端到端耗時埋點數據進行拆解，統計各階段耗時佔比。數據情況如圖所示。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https://static001.geekbang.org/infoq/4e/4ee7ff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預渲染、端預渲染的落地成本最高。後續還會深入落地頁內部邏輯展開優化，並建設持續保障性能水平的例行機制。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong","attrs":{}}],"text":"本期作者 ","attrs":{}},{"type":"text","text":"| 袁瑞金，百度商業平臺研發部-資深研發工程師 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END ----------","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"百度Geek說","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"百度官方技術公衆號上線啦！","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"技術乾貨 · 行業資訊 · 線上沙龍 · 行業大會","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"招聘信息 · 內推信息 · 技術書籍 · 百度周邊","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"歡迎各位同學關注百度Geek說~","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}}]}