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5,000 UK Websites Mobile Sitespeed Comparison - Search Elite

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In this presentation I go through why a wide range of data is useful in understanding the performance optimisation competitive landscape. It helps us know how fast is fast... helps us add context and boundaries to our projects, as well as helps us know when we're doing a good job or when we need to push harder to get faster.

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5,000 UK Websites Mobile Sitespeed Comparison - Search Elite

  1. 1. THE GIANT MOBILE SITE SPEED BENCHMARK Your Emotional Support Dog @NICHOLASTOTT
  2. 2. “It is a capital mistake to theorize before one has data. Insensibly one begins to twist facts to suit theories, instead of theories to suit facts”. Sir Arthur Conan Doyle
  3. 3. WE BELIEVE THAT… #SEARCHELITE @NICHOLASTOTTSOURCE LINK Users hate slow sites
  4. 4. WE BELIEVE THAT… #SEARCHELITE @NICHOLASTOTTSOURCE LINK Faster sites convert better
  5. 5. WE BELIEVE THAT… #SEARCHELITE @NICHOLASTOTT Speed - More important to mobile ranking
  6. 6. FASTER THAN THE COMPETITION
  7. 7. VISIT THE BENCHMARK
  8. 8. HOW DID WE DO IT, WHAT DID WE LEARN AND HOW CAN WE USE IT? #SEARCHELITE#SEARCHELITE @NICHOLASTOTT
  9. 9. RESEARCH & DEVELOPMENT #SEARCHELITE @NICHOLASTOTT
  10. 10. #SEARCHELITE @NICHOLASTOTT √ App Manifest Service Worker Registration Satisfy speed criteria Use HTTPS √ √ √ √
  11. 11. 2VISIT THE STUDY Mobile Readiness & Progressive Web Apps in the UK Are Digital Leaders Adapting to Mobile Audiences?
  12. 12. 5 LIGHTHOUSE PWA AUDIT CRITERIA 1. HTTPS – is the site served over HTTPS? 2. Service Worker – does the site register a Service Worker? 3. Speed – <10,000 TTFI/CI 4. Add to Home Screen – user prompt ‘‘Add to Home Screen’’? 5. Content Sized for Mobile Viewport – responsively or adaptively? #SEARCHELITE @NICHOLASTOTT
  13. 13. Using Node CLI to Automate at Scale… run: lighthouse <url> #SEARCHELITE @NICHOLASTOTT
  14. 14. PWA-SPECIFIC FEATURES? #SEARCHELITE @NICHOLASTOTT
  15. 15. Hi! Love this analysis! Did you know that httparchive has lighthouse results for all of it's URLs in BigQuery? Oh… #SEARCHELITE @NICHOLASTOTT
  16. 16. OVER 5,000 WEBSITES WITH SEVEN DISTINCT PERFORMANCE- RELATED COMPARABLE CRITERIA… #SEARCHELITE @NICHOLASTOTT
  17. 17. #SEARCHELITE @NICHOLASTOTT HTTP ARCHIVE SOURCE: RICK VISCOMI 500K Alexa URLS Pulls Lighthouse Audit Data Queryable Database
  18. 18. #SEARCHELITE @NICHOLASTOTT Dev-facing presentation
  19. 19. @NicholaStott Thinking about Performance Optimisation less in terms of developer metrics and more about delivering on experience and improving perception… Speed, Perception & Lighthouse – Weyl and Ahammad MINDSET SHIFT
  20. 20. @NicholaStottLighthouse: More on PSI Measures User results- facing NEW LIGHTHOUSE METRICS
  21. 21. #SEARCHELITE @NICHOLASTOTT No TTFB there is… Evolved, we have...
  22. 22. LIGHTHOUSE MOBILE CONFIG User agent: Mozilla/5.0 (Windows NT 10.0; Win64; x64) AppleWebKit/537.36 (KHTML, like Gecko) Chrome/65.0.3325.181 Safari/537.36 Device Emulation Nexus 5X: Enabled Network Throttling 562.5ms RTT, 1.4Mbps down, 0.7Mbps up: Enabled CPU Throttling 4x slowdown: Enabled #SEARCHELITE @NICHOLASTOTT
  23. 23. STEP 1 #SEARCHELITE @NICHOLASTOTT Data Hygiene 5,239 URLS • Checked all still return 200 • Removed couple of counterfeit sites • Removed handful of seriously anomalous outliers
  24. 24. STEP 2 #SEARCHELITE @NICHOLASTOTT Classify 5,010 sites
  25. 25. STEP 2… IN NUMBERS #SEARCHELITE @NICHOLASTOTT Classify 5,010 sites
  26. 26. HOW DID WE DO IT, WHAT DID WE LEARN AND HOW CAN WE USE IT? #SEARCHELITE @NICHOLASTOTT
  27. 27. #SEARCHELITE @NICHOLASTOTT FASTEST TTFB Other, News & Media Fastest TTFB All <2 second
  28. 28. #SEARCHELITE @NICHOLASTOTT VC/CI News & Media now slowest The big 3 - slowest SLOWEST SITES
  29. 29. The most popular consumer websites offer the slowest mobile experience. #SEARCHELITE @NICHOLASTOTT
  30. 30. renderStart = FCP onContentLoaded = FMP visualComplete = CI RETAIL: DEEP-DIVE OVERVIEW #SEARCHELITE @NICHOLASTOTT
  31. 31. METRICS EQUIVALENT WebPagetest Lighthouse TTFB Gone renderStart FCP onContentLoaded FMP visualComplete TTFI/CI fullyLoaded Same #SEARCHELITE @NICHOLASTOTT
  32. 32. #SEARCHELITE @NICHOLASTOTT FCP: MEDIAN & QUARTILES (S) Top Quartile: 2.06 Median: 2.87 Bottom Quartile: 3.90
  33. 33. #SEARCHELITE @NICHOLASTOTT FMP: MEDIAN & QUARTILES (S) Top Quartile: 2.71 Median: 3.75 Bottom Quartile: 5.31
  34. 34. #SEARCHELITE @NICHOLASTOTT TTI/CI: MEDIAN & QUARTILES (S) Top Quartile: 7.45 Median: 11.17 Bottom Quartile: 16.23
  35. 35. #SEARCHELITE @NICHOLASTOTT FL: MEDIAN & QUARTILES (S) Top Quartile: 6.00 Median: 9.40 Bottom Quartile: 14.20
  36. 36. RETAIL: SPEED INDEX Top Quartile 3,475 Median 4,862 Bottom Quartile 7,222 #SEARCHELITE @NICHOLASTOTT THIS ONE!
  37. 37. HOW DID WE DO IT, WHAT DID WE LEARN AND HOW CAN WE USE IT? #SEARCHELITE @NICHOLASTOTT
  38. 38. #SEARCHELITE @NICHOLASTOTT “Ensure 3G CI is consistently below 7 seconds when audited via Lighthouse, by the end of Q1.” SET GOALS THAT ARE SMART
  39. 39. #SEARCHELITE @NICHOLASTOTT GET BUDGET AND TALENT SOURCE LINK
  40. 40. EVIDENCE COMPETITOR PERFORMANCE #SEARCHELITE @NICHOLASTOTT Top Quartile 3,475 Median 4,862 Bottom Quartile 7,222 2,840
  41. 41. RESOURCE AND PROJECT PRIORITISATION There’s so much we could be doing… How fast does fast need to be? How can we take priority in the dev queue? #SEARCHELITE @NICHOLASTOTT
  42. 42. THANKS FOR LISTENING GET THE SLIDES: SLIDESHARE/NICHOLASTOTT

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