This presentation covers a new content delivery optimization called Application Sequencing that goes beyond simply accelerating page content and front end optimization, to prioritize and control the load order and timing of any page element to maximize visitor engagement. The result is a consistently superior experience without the high cost of ownership inherent in traditional CDN and FEO solutions. Learn how the technology works, which content owners are already using it and how it can help improve your way of doing business on the web.
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But Desktop Still Dominates
Based on a random sample of > 7bn shopping sessions via Monetate
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All the Fuss? Omni-device Consumption Patterns
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Site Delivery Trends: The troublesome “up and to the right”
Images
Javascript
Via HTTPArchive, May ‘13-’14
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Cannot impact 3rd party dynamic
content like social media or ads
CONTENT DELIVERY NETWORKS
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Growing Engagement Challenges
PAGELOADTIME
ITEFFORT&TIME
SITE LAUNCH ONGOING MAINTENANCE AND USER ENGAGEMENT EFFORTS
UPDATE CONTENT &
IMAGES
ADD SOCIAL MEDIA
WIDGETS
ADD REAL TIME
PERSONALIZATION
A/B TEST PAGE
CONTENT
Existing technology
cannot keep pace
with ongoing
Marketing needs Cannot control page load
behavior, content priority
FRONTEND
OPTIMIZATION
Manual effort for every content
change
DO IT YOURSELF
Desktop
Mobile
Worldwide sharing Q114
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The Challenge? Sites and their routes are more complex…
Treats Middle mile geographic latency
Good for Individual assets, streaming media
Challenges Visitor context
Related assets
Versioning
CDN
Treats Content weight, round trips
Good for Efficient asset delivery, rendering
Challenges Visitor context
Device capabilities
Ongoing care & feeding
FEO
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Visualizing the delivery and rendering challenge
Trust Icons
High-Res Images
Long-scrolling pages
Social Media
Dynamic Content
In Addition:
• A/B Tests
• Analytic tracking
• Beacons
• Chat
• Personalization
• Pixels
• RWD w/out RESS
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Separate page into
fragments
Inject JavaScript
– RESS
– Dynamic Serving
Apply priority, order to
fragments
– Visitor Context
– On-page Interaction
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AppSequencing adds context, priority and ordering
Ad 1
Top Nav
Lt Nav CTA 1Primary Content
Related 1
Related 2
Social 1
Ratings & Reviews
Footer
CTA 2
Social 2
Trust Icons
Ad 2
Social3
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3rd party P1: Facebook timeline widget
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Case Study: Gearhead.com AppSequencing
ID Facebook-script
Priority 1
Sequencing Defer
Action Delay 5000 ms
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3rd Party P2: Facebook callback
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Case Study: Gearhead.com AppSequencing
ID All.js
Priority 2
Sequencing Defer
Action Delay 5000 ms
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3rd Party P3: Jira feedback
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Case Study: Gearhead.com AppSequencing
ID Jira-issue-plugin
Priority 3
Sequencing Lazy load
Action Div, 5000 ms
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Delay load Zopim messages by 5 seconds
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Case Study: Gearhead.com AppSequencing
ID zopim.js
Priority 4
Sequencing Lazy load
Action 5000 ms
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3rd Party P4: Lazy load trust icons
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Case Study: Gearhead.com AppSequencing
ID SiteSealPanel
Priority 4
Delay Type Lazy load
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Rapid engagement
– First Paint: 1.5s
– Start Render: 2.4s
– Visually Complete: 3.1s
Start Render includes 75%
No origin code change
All assets executed
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Case Study: Gearhead Waterfall
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Case Study: Gearhead connection efficiency
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Origin(al) Sequenced Difference
Fully Displayed 6.8 seconds 3.1 seconds 3.7 seconds faster
Page Weight 2.5 MB 900 KB 1.6 MB
Requests 193 103 90 fewer requests
Domains Accessed 19 11 8 fewer domains
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Case Study: Gearhead Results
27%
Conversion Rate
7.5%
Bounce Rate
12.6%
Avg. Pageviews
20%
Time on Site
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Dynamic Serving
3rd Party (e.g. Ad, Social)
Enablement
Analytic Insight
Global Caching
Traffic Management
Monitoring, Notifications and
Triage
A/B Testing
Optimize Rendering
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Optimization Requires a Holistic Approach
desctivating unused modules in Wordpress or Joomla (some use the same libraries as well, like jQuery), converting JavaScript behavior to CSS (drop-down menus, and tabs for example), and deferred loading of uncalled JavaScript (Pagespeed is a good tool to find uncalled JavaScript before the onload event)