Evaluating the correlation between site speed and its effect on conversion rates for Norwegian Air Shuttle ASA
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- Master's theses (IMT) 
The matter of how speed correlates with conversion rates is a field that is built up by many commercials testimonies. Many of these testimonies are based on statements that have little to no root sources. The research starts with investigating the relationship between speed and conversion. By eliminating backend metrics that have less effect on page load times, the focus is turned to frontend time. Having established this notion, end user data is collected by utilising Dynatrace Application Monitoring User Experience Monitoring. The choice of method excludes several dimensions which are elaborated in the discussion chapter. In the analysis, the several logistic models that were tested showed that several of the original metrics could be omitted due to the lack of effect. The data analysis shows that there is a strong relationship between page speed and conversion rates. The results of the method and the analysis is presented in such a way that is can be applied universally.