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Maria Camanes
Builtvisible
Site Speed for in-house marketers: creating a
culture of performance
https://builtvisible.com/s...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Impact on your brand
Maria Camanes | Technica...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Maria Camanes | Technical SEO Consultant | ma...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
“Almost 50% of visitors would abandon a site ...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Maria Camanes | Technical SEO Consultant | ma...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Maria Camanes | Technical SEO Consultant | ma...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Maria Camanes | Technical SEO Consultant | ma...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Maria Camanes | Technical SEO Consultant | ma...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Maria Camanes | Technical SEO Consultant | ma...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Maria Camanes | Technical SEO Consultant | ma...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
The wrong approach
Maria Camanes | Technical ...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Maria Camanes | Technical SEO Consultant | ma...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Web standards evolve (e.g.
HTTP/2) which erad...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Maria Camanes | Technical SEO Consultant | ma...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Look for areas to improve
Learn about emergin...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Maria Camanes | Technical SEO Consultant | ma...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
So, how can you make performance an
habit?
Ma...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Maria Camanes | Technical SEO Consultant | ma...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Maria Camanes | Technical SEO Consultant | ma...
Showcase
performance
within business
metrics
(E.g. conversion rate, total
revenue, returning
visitors, etc.)
Showcase
perf...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Maria Camanes | Technical SEO Consultant | ma...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Maria Camanes | Technical SEO Consultant | ma...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Maria Camanes | Technical SEO Consultant | ma...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Maria Camanes | Technical SEO Consultant | ma...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Maria Camanes | Technical SEO Consultant | ma...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Maria Camanes | Technical SEO Consultant | ma...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Maria Camanes | Technical SEO Consultant | ma...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Maria Camanes | Technical SEO Consultant | ma...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Maria Camanes | Technical SEO Consultant | ma...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Maria Camanes | Technical SEO Consultant | ma...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Maria Camanes | Technical SEO Consultant | ma...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Maria Camanes | Technical SEO Consultant | ma...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Maria Camanes | Technical SEO Consultant | ma...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Maria Camanes | Technical SEO Consultant | ma...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Maria Camanes | Technical SEO Consultant | ma...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Maria Camanes | Technical SEO Consultant | ma...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Maria Camanes | Technical SEO Consultant | ma...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Maria Camanes | Technical SEO Consultant | ma...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Maria Camanes | Technical SEO Consultant | ma...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Maria Camanes | Technical SEO Consultant | ma...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Maria Camanes | Technical SEO Consultant | ma...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Maria Camanes | Technical SEO Consultant | ma...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Maria Camanes | Technical SEO Consultant | ma...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Maria Camanes | Technical SEO Consultant | ma...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Maria Camanes | Technical SEO Consultant | ma...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Maria Camanes | Technical SEO Consultant | ma...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Maria Camanes | Technical SEO Consultant | ma...
Synthetic Testing
Availability & Reliability
RUM
Real User Experience
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Maria Camanes | Technical SEO Consultant | ma...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Maria Camanes | Technical SEO Consultant | ma...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Maria Camanes | Technical SEO Consultant | ma...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Maria Camanes | Technical SEO Consultant | ma...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Maria Camanes | Technical SEO Consultant | ma...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Maria Camanes | Technical SEO Consultant | ma...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Maria Camanes | Technical SEO Consultant | ma...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Maria Camanes | Technical SEO Consultant | ma...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Maria Camanes | Technical SEO Consultant | ma...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Maria Camanes | Technical SEO Consultant | ma...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Maria Camanes | Technical SEO Consultant | ma...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Maria Camanes | Technical SEO Consultant | ma...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Maria Camanes | Technical SEO Consultant | ma...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Maria Camanes | Technical SEO Consultant | ma...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Maria Camanes | Technical SEO Consultant | ma...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Maria Camanes | Technical SEO Consultant | ma...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
#3 Educate and empower your team
Maria Camane...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
#3 Educate and empower your team
Maria Camane...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Maria Camanes | Technical SEO Consultant | ma...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
#3 Educate and empower your team
Maria Camane...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Maria Camanes | Technical SEO Consultant | ma...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Maria Camanes | Technical SEO Consultant | ma...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
#3 Educate and empower your team
Maria Camane...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Maria Camanes | Technical SEO Consultant | ma...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
#3 Educate and empower your team
Maria Camane...
Make performance
work part of your
daily routine and
automate as much
as possible
Minimize the
operational costs
of this w...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Maria Camanes | Technical SEO Consultant | ma...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
#3 Educate and empower your team
Maria Camane...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Maria Camanes | Technical SEO Consultant | ma...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Maria Camanes | Technical SEO Consultant | ma...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
#4 Always work on your page speed
Maintain
ex...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
#4 Always work on your page speed
Maintain
ex...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
#4 Always work on your page speed
Maintain
ex...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
#4 Always work on your page speed
Maintain
ex...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
To conclude…
Maria Camanes | Technical SEO Co...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Limiting the responsibility of performance to...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Everyone should value the impact of performan...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Your site will never be too fast. Your work i...
© Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
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Site speed for in-house marketers | BrightonSEO

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As search engines and consumers constantly demand faster experiences, improving the speed performance of a website should be of great interest to brands looking to gain competitive advantage. Site speed performance more often comes down to a cultural challenge, rather than simply a technical one.

Maria Camanes, Technical SEO Consultant, helps non-technical marketers become aware of site speed performance and helps them achieve a culture of performance.

This presentation will help marketers better understand the technical solutions for improving site speed, and how best to benchmark it.

Published in: Marketing
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Site speed for in-house marketers | BrightonSEO

  1. 1. Maria Camanes Builtvisible Site Speed for in-house marketers: creating a culture of performance https://builtvisible.com/site-speed-for-in-house-marketers @mariacamanes
  2. 2. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential Impact on your brand Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes
  3. 3. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes Website performance is user experience
  4. 4. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential “Almost 50% of visitors would abandon a site if it takes more than 3 seconds to load and once they leave, they aren’t likely to be back:46% of users don’t revisit poorly performing websites” Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes The average user has no patience and slower page response times result in increases in page abandonment
  5. 5. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes Performance Impacts Conversion: every second counts
  6. 6. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes A 1 second delay in page response can result in a 7% reduction in conversions Website owners have a mere 5 seconds to engage visitors before they consider leaving For a site making £100,000 per day, a 1 second page delay could potentially cost $2.5 million in lost sales every year
  7. 7. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes
  8. 8. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes
  9. 9. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes
  10. 10. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes Source
  11. 11. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential The wrong approach Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes
  12. 12. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes Site speed performance more often comes down to a cultural challenge, rather than just a technical one
  13. 13. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential Web standards evolve (e.g. HTTP/2) which eradicates some existing performance constraints Browsers continue to evolve Existing designers and developers with great performance habits leave As time marches on, so many things will continue to create performance challenges for even the most stable site: Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes New performance techniques emerge The site’s hardware, brand and code age New designers and developers are hired
  14. 14. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes Having a dedicated team of people responsible for keeping track of these kinds of evolutions is important. A performance champion (or a team of champions) is an excellent tool to lean on as the Web changes.
  15. 15. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential Look for areas to improve Learn about emerging technology and new methods Communicate publicly about changes in performance A dedicated performance team can focus on Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes They can keep an eye on problem areas Build tools Raise suggestions to other people contributing to the site’s design & development
  16. 16. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes But the responsibility for maintaining a high-performing site should not solely rest on one team’s shoulders. Everyone who works on the site should buy in to the importance of performance and understand what they can do to improve it.
  17. 17. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential So, how can you make performance an habit? Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes
  18. 18. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes #1 You’ll need people on your organisation to buy-in
  19. 19. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes Convince upper management that the cost of the time spent can benefit your business as well as your users
  20. 20. Showcase performance within business metrics (E.g. conversion rate, total revenue, returning visitors, etc.) Showcase performance within user experience (help them feel how slow your site is and empathize with your end users)
  21. 21. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes https://wpostats.com/ Translate performance metrics into meaningful metrics for the business
  22. 22. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes Run experiments on your own site to correlate performance improvements to the metrics they care about and share them alongside these case studies Focus on finding quick performance wins with high impact It doesn’t matter if you can’t improve revenue-related metrics Tie any statistically significant improvements to the metrics they care about
  23. 23. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes https://www.thinkwithgoogle.com/feature/mobile/ New Google tool – Speed Scorecard
  24. 24. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes https://www.thinkwithgoogle.com/feature/mobile/ Calculate the potential revenue impact
  25. 25. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes Help upper management understand what your users are experiencing
  26. 26. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes But our website is fast! Your company’s CEO
  27. 27. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes How fast is my site?
  28. 28. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes Fast is a vague term What exactly do we mean by fast? In what context? Fast for whom?
  29. 29. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes Load times vary dramatically from user to user, depending on their device capabilities and network conditions. Your page load time is the collection of all load times from every individual user.
  30. 30. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes How fast is my site?
  31. 31. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes How do people around the globe experience your site? How do people experience your site when they’re not on a desktop computer?
  32. 32. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes Run multiple WebPagetests using different locations and devices and compare the results by compiling them into a single filmstrip view URL structure: webpagetest.org/video/compare.php?tests=<Test 1 ID>,<Test 2 ID>
  33. 33. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes How fast should I be??
  34. 34. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes Avoid numbers: Focus on gaining an understanding of how your users experience your site and your competitor’s in the same time frame
  35. 35. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes #2 Understanding performance
  36. 36. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes To fully understand why your site is performing the way it is, you’ll need to: Highlight which metrics really matter Be able to understand them Be able to measure them Assess your site’s performance & how it is changing Know where performance issues are coming from and how to improve Benchmark and then measure effectiveness of your work
  37. 37. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes To fully understand why your site is performing the way it is, you’ll need to: Highlight which metrics really matter Be able to understand them Be able to measure them Assess your site’s performance & how it is changing Know where performance issues are coming from and how to improve Benchmark and then measure effectiveness of your work
  38. 38. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes Traditional performance metrics have little or nothing to do with the UX. They are extremely unreliable, as they may not correspond to when the user thinks the page is loaded.
  39. 39. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes • Time to First Byte • Server Response Time • Time to Title • DOM Interactive • DOM Content Loaded • “Page Load Time” • Fully Loaded • Application Ready • First Paint • First Contentful Paint • First Meaningful Paint • Speed Index • Visually Complete • First Interactive • Consistently Interactive • Hero Content Which metric?
  40. 40. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes Pick metrics that most accurately measure performance as perceived by a human & will improve the UX.
  41. 41. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes • Time to First Byte • Server Response Time • Time to Title • DOM Interactive • DOM Content Loaded • “Page Load Time” • Fully Loaded • Application Ready • First Paint • First Contentful Paint • First Meaningful Paint • Speed Index • Visually Complete • First Interactive • Consistently Interactive • Hero Content Which metric?
  42. 42. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes • Time to First Byte • Server Response Time • Time to Title • DOM Interactive • DOM Content Loaded • “Page Load Time” • Fully Loaded • Application Ready • First Paint • First Contentful Paint • First Meaningful Paint • Speed Index • Visually Complete • First Interactive • Consistently Interactive • Hero Content Technical metrics
  43. 43. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes • Time to First Byte • Server Response Time • Time to Title • DOM Interactive • DOM Content Loaded • “Page Load Time” • Fully Loaded • Application Ready • First Paint • First Contentful Paint • First Meaningful Paint • Speed Index • Visually Complete • First Interactive • Consistently Interactive • Hero Content Visual metrics
  44. 44. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes • Time to First Byte • Server Response Time • Time to Title • DOM Interactive • DOM Content Loaded • “Page Load Time” • Fully Loaded • Application Ready • First Paint • First Contentful Paint • First Meaningful Paint • Speed Index • Visually Complete • First Interactive • Consistently Interactive • Hero Content Interactive metrics
  45. 45. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes Benchmark your current performance before making any changes so that you can track improvements. Anytime you optimize your site, make sure you record your progress against these same metrics.
  46. 46. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes To fully understand why your site is performing the way it is, you’ll need to: Highlight which metrics really matter Be able to understand them Be able to measure them Assess your site’s performance & how it is changing Know where performance issues are coming from and how to improve Benchmark and then measure effectiveness of your work
  47. 47. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes To fully understand why your site is performing the way it is, you’ll need to: Highlight which metrics really matter Be able to understand them Be able to measure them Assess your site’s performance & how it is changing Know where performance issues are coming from and how to improve Benchmark and then measure effectiveness of your work
  48. 48. Synthetic Testing Availability & Reliability RUM Real User Experience
  49. 49. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes Consistent stable baseline Can measure and compare any website Detailed analysis of assets Video recording and filmstrips of the UX Waterfall charts Limited sample size Limited geography Datacentre based so average network conditions are mimicked Shows you exactly how users engage on your site Large sample size Real network and browser conditions Geographic spread Conversion & KPI correlation with performance metrics Requires Javascript installed Limited performance metrics No detailed analysis of assets No performance waterfall charts Synthetic Testing RUM
  50. 50. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes What tool is best for what?
  51. 51. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes WebPagetest
  52. 52. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes Grades for several performance metrics
  53. 53. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes Detailed information for each request
  54. 54. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes Specify requests to be blocked
  55. 55. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes Pro tip: Host a private instance of WebPagetest yourself and test a development (nonlive) site before launching a new feature
  56. 56. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes Pro tip: This can be great for incorporating performance into your design & development workflow
  57. 57. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes Google Lighthouse
  58. 58. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes Critical Request Chains diagram
  59. 59. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes Performing batch tests How to do it: https://builtvisible.com/using-google-lighthouse-to-monitor-webpage-performance/
  60. 60. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes Other key features HTTP/2 WebP Images First Meaningful Paint Time to Interactive Speed Index
  61. 61. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes It’s time to implement RUM to see what your users are truly experiencing daily on your site
  62. 62. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes https://bit.ly/2v1GVq9 Home page Top landing pages Checkout flows High-traffic areas Location (e.g. distance from datacentre) Network type (e.g. Wi-Fi, mobile) More RUM tools: https://bit.ly/2r1NqD6 https://newrelic.com
  63. 63. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes A few other tools suggested by industry experts
  64. 64. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes #3 Educate and empower your team
  65. 65. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential #3 Educate and empower your team Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes Educating
  66. 66. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential #3 Educate and empower your team Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes Develop baselines Educating
  67. 67. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes What’s acceptable for page load time? Measure your worst-performing pages too Benchmark against the best- performing pages Easy-to-follow guidelines and benchmarks Provide them with tools
  68. 68. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential #3 Educate and empower your team Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes Develop baselines Performance budgets Educating
  69. 69. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes For each new project, develop a performance budget and make sure all designers and developers understand what it means Make sure your outlined performance goals are measurable!!!!
  70. 70. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes
  71. 71. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential #3 Educate and empower your team Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes Develop baselines Performance budgets Automated emails Educating
  72. 72. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes Send automated emails if any performance regressions occur across the website. Inform them as it happens will empower them to immediately fix it.
  73. 73. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential #3 Educate and empower your team Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes Develop baselines Performance budgets Automated emails Part of your workflows Educating
  74. 74. Make performance work part of your daily routine and automate as much as possible Minimize the operational costs of this work over time
  75. 75. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes Automate image compression as new images are added to your site Copy-and-pasteable design patterns in a style guide for easy reuse Check your page weight and critical path using browser plug-ins Incorporate performance into your project documentation Use an image resizing service and caching by breakpoint http://adaptive-images.com
  76. 76. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential #3 Educate and empower your team Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes Develop baselines Performance budgets Automated emails Part of your workflows Celebrate Educating
  77. 77. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes As others contribute to the overall performance of your site, motivate them to keep going by celebrating their work
  78. 78. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes #4 Always work on your page speed
  79. 79. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential #4 Always work on your page speed Maintain expertise • Update your tools, metrics & best practices • Continue to teach & train your team Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes
  80. 80. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential #4 Always work on your page speed Maintain expertise Continue to measure • Update your tools, metrics & best practices • Continue to teach & train your team • As you iterate & test your designs • As you create new designs & features Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes
  81. 81. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential #4 Always work on your page speed Maintain expertise Continue to measure Keep working on it • Update your tools, metrics & best practices • Continue to teach & train your team • Your site is never too fast • Conduct routine checks Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes • As you iterate & test your designs • As you create new designs & features
  82. 82. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential #4 Always work on your page speed Maintain expertise Continue to measure Keep working on it Continue to celebrate • Update your tools, metrics & best practices • Continue to teach & train your team • “Performance hero“ dashboard Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes • As you iterate & test your designs • As you create new designs & features • Your site is never too fast • Conduct routine checks
  83. 83. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential To conclude… Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes
  84. 84. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential Limiting the responsibility of performance to a small group of people will make it impossible to keep the site’s speed under control Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes
  85. 85. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential Everyone should value the impact of performance in UX and the business and is your responsibility to achieve that culture of performance Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes
  86. 86. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential Your site will never be too fast. Your work in site speed will never be done Maria Camanes | Technical SEO Consultant | maria@builtvisible.com | @Mariacamanes
  87. 87. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential Learn more Looking for further reading and want to view today’s presentation? Head on over to our blog: https://builtvisible.com/site-speed-for-in-house-marketers Need our expertise? If you’re looking to improve your site speed, get in touch. Contact Us Maria Camanes Fores Technical SEO Consultant 49 Tabernacle Street London EC2A 4AA Maria@Builtvisible.com | @MariaCamanes

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