Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Site Speed for Google's Mobile First Index - SMX London 2017

Speed performance is one of the strongest factors in the mobile-first index. In this presentation I share unique, first-party data from my in-depth study on how the UK's 700 biggest online retailers rank in terms of mobile site speed, and what you can learn from their successes and failures.

You'll learn how to improve site speed by using technologies such as HTTP/2 and tactics that unlock speed improvements on larger sites.

Related Books

Free with a 30 day trial from Scribd

See all
  • Be the first to comment

Site Speed for Google's Mobile First Index - SMX London 2017

  1. 1. #SMX #11A @PeteCampbell Pete Campbell, Managing Director, Kaizen Site Speed for Google’s Mobile First Index
  2. 2. #SMX #11A @PeteCampbell Pete Campbell, Managing Director, Kaizen Site Speed for Google’s Mobile First Index
  3. 3. #SMX #11A @PeteCampbell PETE CAMPBELL / KAIZEN • Founder / Managing Director of Kaizen • Content-led visibility powered by in-house tech • Specialist team of Coders/Designers/Marketeers • 2 award wins, 5 nominations in 2016/17 • Pete built his first website at 11, first grey hair at 28 • Running his 1st marathon this weekend (#brag) • Proud owner of an Amazon Echo Dot
  4. 4. #SMX #11A @PeteCampbell kaizensearch.co.uk/smx-sitespeed/ DOWNLOAD THE SLIDES
  5. 5. #SMX #11A @PeteCampbell 47% OF CONSUMERS EXPECT WEB PAGES TO LOAD IN 2 SECONDS Credit: https://blog.kissmetrics.com/loading-time/
  6. 6. #SMX #11A @PeteCampbell THE AVERAGE RETAIL SITE LOADS IN 10 SECONDS Credit: Strangeloop Study of Top 2,000 Alexa Rankings for US
  7. 7. #SMX #11A @PeteCampbell MOBILE USAGE OVERTOOK DESKTOP IN 2014 Credit: Morgan Stanley Research
  8. 8. #SMX #11A @PeteCampbell UK RETAILERS SPEED OPTIMISATION ON MOBILE IS WORSE THAN DESKTOP Credit: Kaizen eCommerce Site Speed Study (Jan 2017)
  9. 9. #SMX #11A @PeteCampbell IT’S NOT ALL BAD NEWS
  10. 10. #SMX #11A @PeteCampbell 24mbps 40mbps 18% Y.O.Y. CHANGE 38% Y.O.Y. CHANGE DESKTOP MOBILE Credit: http://www.speedtest.net/reports/united-kingdom/
  11. 11. #SMX #11A @PeteCampbell NEW DEVELOPMENTS IN SPEED TECH HTTP/2 AMP PROJECT INSTANT APPS
  12. 12. #SMX #11A @PeteCampbell Using a CDN Tag ‘Bloat’ Image Optimisation Minification In-Line Code Usage Internal & External Script Handling TONS OF WAYS TO IMPROVE SITE SPEED
  13. 13. #SMX #11A @PeteCampbell WHY IT ALL MATTERS
  14. 14. #SMX #11A @PeteCampbell SLOW LOADING WEBSITES COST RETAILERS £1.73BN IN LOST SALES PER YEAR Credit: https://blog.kissmetrics.com/loading-time/
  15. 15. #SMX #11A @PeteCampbell 79% OF SHOPPERS WHO DISLIKE YOUR SITE’S PERFORMANCE WOULDN’T BUY AGAIN Credit: https://blog.kissmetrics.com/loading-time/
  16. 16. #SMX #11A @PeteCampbell PAGES THAT ARE 1 SECOND FASTER EXPERIENCE 27% INCREASE IN CONVERSION RATE Credit: https://www.soasta.com/blog/mobile-web-performance-monitoring-conversion-rate/
  17. 17. #SMX #11A @PeteCampbell A FASTER FULL-SITE LOAD LEADS TO A 34% LOWER BOUNCE RATE Credit: https://www.thinkwithgoogle.com/articles/mobile-page-speed-load-time.html
  18. 18. #SMX #11A @PeteCampbell INTRODUCING OUR STUDY
  19. 19. #SMX #11A @PeteCampbell HOW FAST ARE THE TOP 700 ECOMMERCE SITES IN THE UK?
  20. 20. #SMX #11A @PeteCampbell PageSpeed Insights Score Homepage Size (MB) HTTP/2 or Nope? 20 POINTS 5 POINTS 1 POINT Homepage Loading Time 5 POINTS
  21. 21. #SMX #11A @PeteCampbell # Website Desktop Page Speed (/100) Mobile Page Speed (/100) H.P. Size (MB) H.P. Loading Time (Per MB) HTTP/2 Final Score 1 tmlewin.co.uk 97 96 2.8 0.9 No 9.77 2 jackwills.com 96 95 2.9 1.7 No 9.65 3 tritoncycles.co.uk 98 98 3.5 0.67 No 9.53 4 findmeagift.co.uk 95 94 0.9 1.74 No 9.40 5 americangolf.co.uk 97 95 2.7 1.17 No 9.40 6 shopstyle.co.uk 87 95 2.6 1.29 Yes 9.11 7 coop.co.uk 89 88 0.7 1.62 Yes 9.07 8 thorntons.co.uk 93 90 5.2 0.83 No 9.05 9 uk.puma.com 82 94 2.7 0.47 No 8.99 10 mulberry.com 88 86 1.1 0.77 No 8.98 11 console-deals.com 77 98 1.4 1.44 Yes 8.96 12 bedroomworld.co.uk 90 86 0.9 4.2 No 8.96 13 gear4music.com 88 86 1.8 0.83 No 8.94 14 sofasworld.co.uk 89 86 0.8 4.33 No 8.93 15 gymshark.com 91 88 6.5 0.5 No 8.93 16 etsy.com 94 79 1.5 1.2 Yes 8.91 17 deichmann.com 87 83 0.1 6.2 No 8.90 18 forbiddenplanet.com 89 85 2 1.41 Yes 8.90 19 boohoo.com 90 83 3.4 0.76 No 8.84 20 createandcraft.com 81 89 1.6 0.99 No 8.83 Data accurate at 24th April 2017 via PageSpeed API (excluding 3rd party resources), Pingdom & HTTP2.Pro VIEW FULL STUDY - KAIZENSEARCH.CO.UK/SITE-SPEED/
  22. 22. #SMX #11A @PeteCampbell Recommendation Occurrences (Out of 697 Sites) % Sites Not Optimising Leverage Browser Caching 665 95% Optimize Images 651 93% Minimize Render Blocking Resources 637 91% Minify JavaScript 427 61% Enable Gzip Compression 374 54% Minify HTML 371 53% Minify Css 242 35% Main Resource Server Response Time 241 35% Prioritize Visible Content 177 25% Avoid Landing Page Redirects 47 7% THE TOP 10 RECURRING PAGESPEED INSIGHT ISSUES Data accurate at 24th April 2017 via PageSpeed API (excluding 3rd party resources), Pingdom & HTTP2.Pro
  23. 23. #SMX #11A @PeteCampbell 55/100 60/100 8.5% SLOWER DESKTOP MOBILE Credit: https://developers.google.com/speed/pagespeed/insights/ AVERAGE SCORES
  24. 24. #SMX #11A @PeteCampbell DEBENHAMS RANKED WORST FOR MOBILE PAGE SPEED 64% OF THEIR WEB TRAFFIC IS MOBILE #HIREUS Credit: SimilarWeb Jan 13th 2017 * 50 sites only based on IMRG Ranking
  25. 25. #SMX #11A @PeteCampbell 100% OF RETAILERS HAVE MOBILE SITES BUT ONLY 80% ARE RESPONSIVE (IMO BEST PRACTICE)* 20% 80% Mobile Site Responsive
  26. 26. #SMX #11A @PeteCampbell UK RETAILERS HOMEPAGES ARE 35% LARGER (3.1MB) THAN THE AVERAGE WEB PAGE (2.3MB) Credit: HTTPArchive Dec 2nd 2016
  27. 27. #SMX #11A @PeteCampbell 14.5% OF TOP UK RETAILERS USE HTTP/2 HIGHER THAN THE WEB AVERAGE (13.5%) Credit: W3 Techs April 2017
  28. 28. #SMX #11A @PeteCampbell LATEST VERSION OF HTTP PROTOCOL DECREASED LOAD TIME BY 52% FOR CLOUDFLARE CUSTOMERS UTILISED BY 13.5% OF THE WEB WHY YOU NEED TO SWITCH TO HTTP/2
  29. 29. #SMX #11A @PeteCampbell STEPS TO IMPLEMENTING HTTP/2 Check % of Visits via HTTP/2 Browsers Google Analytics > Audience > Technology > Browser & OS report. Check Your Server’s Operating System Use BuiltWith to identify Apache 2.4..17+ or NGINX 1.9.5 OS Do You Have an SSL Certificate? Most browsers will ignore HTTP/2 requests on non-secure sites Read Our In-Depth Guide: http://www.stateofdigital.com/every-brand-needs-migrate-http2/ Credit: Kaizen May 2016
  30. 30. #SMX #11A @PeteCampbell HOW FAST ARE THE TOP 700 ECOMMERCE SITES IN THE UK?READ THE FULL STUDY KAIZENSEARCH.CO.UK/SITE-SPEED/
  31. 31. #SMX #11A @PeteCampbell SITE SPEED TACTICS
  32. 32. #SMX #11A @PeteCampbell Google PageInsights Tool https://developers.google.com/speed/pagespeed/insights/
  33. 33. #SMX #11A @PeteCampbell WARNING: THESE TOOLS ARE PRONE TO GIVING DUMB ADVICE
  34. 34. #SMX #11A @PeteCampbell Using a CDN Tag ‘Bloat’ Image Optimisation Minification In-Line Code Usage Internal & External Script Handling RECURRING SITE SPEED SUGGESTIONS
  35. 35. #SMX #11A @PeteCampbell COMBINE / REDUCE JS & CSS FILES CSS 3 PRESENTATION JAVASCRIPT LOGIC & DATA JS & CSS Libraries jQuery, D3, Bootstrap, Web Fonts Files to Avoid Files Generated via CMS Plugins Sign-Up Forms, A/B Testing Analytics Tracking
  36. 36. #SMX #11A @PeteCampbell MINIFICATION HTML5 PAGE STRUCTURE JAVASCRIPT LOGIC & DATA Google JS Closure Compiler https://developers.google.com/closure/compiler/ Scaling It Up HTML Minifier http://kangax.github.io/html-minifier/ Minify.org for CSS & JS http://www.minifier.org/
  37. 37. #SMX #11A @PeteCampbell DEALING WITH TAG ‘BLOAT’ Build List of All ‘Firing’ Tags Use Google Tag Assistant http://bit.ly/1fhsls5 Identify Duplicate/Redundant Tags e.g. Classic Google Analytics Remove Useless Tags = Profit
  38. 38. #SMX #11A @PeteCampbell INLINE CODE – JUST DON’T DO IT!
  39. 39. #SMX #11A @PeteCampbell INLINE CODE – JUST DON’T DO IT! Hard to Maintain Results in Unused Code Overwrites Default Styles
  40. 40. #SMX #11A @PeteCampbell IMAGE COMPRESSION Google’s Open-Source Lossless .WebP Image Format <26% Smaller than PNG <25-34% Smaller than JPEG Credit: http://www.webmproject.org/ Alternative PNG/JPG Compression https://compressor.io/
  41. 41. #SMX #11A @PeteCampbell HTTP/2 ELIMINATES THE NEED FOR SOME TYPICAL SITE SPEED HACKS Image Sprites Switch to Smart Domain Sharding ‘Master’ CSS / JavaScript Files
  42. 42. #SMX #11A @PeteCampbell CDNFinder https://www.cdnfinder.com/content-delivery-network-comparison/
  43. 43. #SMX #11A @PeteCampbell GOOGLE AMP
  44. 44. #SMX #11A @PeteCampbell AMP SUPPORT HAS EXPANDED Articles & News Content Recipe Cards eCommerce Products Property Listings
  45. 45. #SMX #11A @PeteCampbell EBAY IS NOW SERVING 8 MILLION URLS IN AMP Credit: http://searchengineland.com/ebay-goes-amp-sign-might-break-past-news-253254
  46. 46. #SMX #11A @PeteCampbell NORMAL
  47. 47. #SMX #11A @PeteCampbell AMP VERSION
  48. 48. #SMX #11A @PeteCampbell NORMAL AMP VERSION 71% FASTER
  49. 49. #SMX #11A @PeteCampbell INTRODUCING ACCELARATED MOBILE LINKS Credit: https://amphtml.wordpress.com/ LOADS THE NEXT PAGE IN ‘AMP’ MODE IF AVAILABLE
  50. 50. #SMX #11A @PeteCampbell HOW TO IMPLEMENT GOOGLE AMP https://wordpress.org/plugins/glue-for-yoast-seo-amp/ https://wordpress.org/plugins/amp/
  51. 51. #SMX #11A @PeteCampbell HOW TO IMPLEMENT GOOGLE AMP https://www.ampproject.org/docs/get_started/create_page.html
  52. 52. #SMX #11A @PeteCampbell INSTALL FREE GOOGLE PAGESPEED MODULE Credit: Kaizen May 2016 Google PageSpeed Module https://developers.google.com/speed/pagespeed/module/ Combine & Minify CSS/JS Optimise Images Extend Browser Cache
  53. 53. #SMX #11A @PeteCampbell Pingdom Tools (Free Account) https://tools.pingdom.com/
  54. 54. #SMX #11A @PeteCampbell View How a Website Actually Loads, Scripts, Renders & Paints Right Click in Chrome > Inspect > Timeline & Hit Refresh
  55. 55. #SMX #11A @PeteCampbell Check Your Page Speed VS Competitors http://kaizensearch.co.uk/speed-tool/
  56. 56. #SMX #11A @PeteCampbell POST-WEBSITE ERA
  57. 57. #SMX #11A @PeteCampbell MOBILE USERS PREFER APPS OVER BROWSERS
  58. 58. #SMX #11A @PeteCampbell OPENS PAGE IN THE APP ‘Install App’ Button Fallback APP INDEXING & DEEP-LINKING
  59. 59. #SMX #11A @PeteCampbell Access Apps from Anywhere Run Android Apps without Installation INSTANT APPS WILL DOMINATE (ONE DAY)
  60. 60. #SMX #11A @PeteCampbell NEW DEVELOPMENTS IN SPEED TECH HTTP/2 AMP PROJECT INSTANT APPS
  61. 61. #SMX #11A @PeteCampbell Using a CDN Tag ‘Bloat’ Image Handling Minification In-Line Code Usage Internal & External Script Handling TONS OF WAYS TO IMPROVE SITE SPEED
  62. 62. #SMX #11A @PeteCampbell SLOW LOADING WEBSITES COST RETAILERS £1.73BN IN LOST SALES PER YEAR Credit: https://blog.kissmetrics.com/loading-time/
  63. 63. #SMX #11A @PeteCampbell PAGES THAT ARE 1 SECOND FASTER EXPERIENCE 27% INCREASE IN CONVERSION RATE Credit: https://www.soasta.com/blog/mobile-web-performance-monitoring-conversion-rate/
  64. 64. #SMX #11A @PeteCampbell DOWNLOAD THE SLIDES: KAIZENSEARCH.CO.UK/SMX- SITESPEED/ THANK YOU! SEE YOU AT THE NEXT #SMX

×