The document discusses the importance of web performance for ecommerce. It notes that today's average website consists of 84 files from 12 domains totaling 1 megabyte in size. Users expect pages to load quickly, with 70% abandoning sites that take over 3 seconds to load. Poor performance can hurt sales, ad spend, SEO, brands, and customer satisfaction. The document provides tips to improve performance such as minimizing files, using a content delivery network, caching, and optimizing images and resources. It emphasizes measuring performance to identify bottlenecks and then fixing them.

1. The
Need
for
Speed
Web
Performance
for
Ecommerce
Presented
by:
Craig
Hyde,
President
&
Co-­‐founder,
Rigor
May
1,
2012
ShopVisible
Client
Connect
2012

6. Connected
via
Web

7. The
Web
is
Complex
Today’s
average
website
consists
of
84
files
downloaded
from
12
domains
totaling
1MB
in
size.
Source:
hKparchive.org/trends.php

8. ExpectaAons
are
High
Source:
nyAmes.com/interacMve/2012/02/29/business/
impaMent-­‐web-­‐users-­‐flee-­‐slow-­‐loading-­‐sites.html

9. Importance
of
Performance
•
Sales

10. Importance
of
Performance
•
Sales
•
Ad
spend

11. Importance
of
Performance
•
Sales
•
Ad
spend
•
SEO

12. Importance
of
Performance
•
Sales
•
Ad
spend
•
SEO
•
Brand

13. Importance
of
Performance
•
Sales
•
Ad
spend
•
SEO
•
Brand
•
Customers

14. By
the
Numbers:
“Let’s
make
the
web
faster”
–
now
a
factor
in
SEO
250ms
–
Magic
number
for
compeMMve
advantage
400ms
–
Where
fall-­‐off
begins
500ms
–
Results
in
20%
drop
off
in
traffic
Source:
nyMmes.com/interacMve/2012/02/29/business/
impaMent-­‐web-­‐users-­‐flee-­‐slow-­‐loading-­‐sites.html

15. By
the
Numbers:

16. By
the
Numbers:

17. By
the
Numbers:
↓
100ms
= Page
Load
↑1%
Sales
Source:
stevesouders.com/docs/wordcamp-­‐20090530.ppt

18. By
the
Numbers:
↓7%
Conversions
↑ 1s
=
Page
Load
↓11%
Page
Views
↓16%
SaMsfacMon
Source:
www.aberdeen.com/aberdeen-­‐library/5136/RA-­‐performance-­‐web-­‐applicaMon.aspx

19. From
the
Numbers…
Poor
performance
hurts:
•
Sales
•
Ad
spend
•
SEO
•
Brand
•
Customers

20. What
Now?
Boxes
to
Check
• Make
Fewer
HTTP
• Split
Components
Across
• Avoid
bad
requests
• Minimize
DNS
lookups
Requests
Domains
• Avoid
CSS
@import
• Minimize
redirects
• Use
a
Content
Delivery
• Minimize
Number
of
• Avoid
CSS
expressions
• OpMmize
images
Network
(CDN)
iframes
• Avoid
document.write
• OpMmize
the
order
of
• Add
Expires
or
Cache-­‐ • Avoid
404s
• Combine
external
CSS
styles
and
scripts
Control
Header
• Reduce
Cookie
Size
• Combine
external
• Parallelize
downloads
• Gzip
Components
• Use
Cookie-­‐Free
Domains
JavaScript
across
hostnames
• Put
Stylesheets
at
Top
for
Components
• Combine
images
using
• Prefer
asynchronous
• Put
Scripts
at
BoKom
• Minimize
DOM
Access
CSS
sprites
resources
• Avoid
CSS
Expressions
• Develop
Smart
Event
• Defer
loading
of
• Put
CSS
in
the
document
• Make
JavaScript
and
CSS
Handlers
JavaScript
head
External
• Choose
<link>
Over
• Defer
parsing
of
• Remove
unused
CSS
• Reduce
DNS
Lookups
@import
JavaScript
• Serve
resources
from
a
• Minify
JavaScript
and
CSS
• Avoid
Filters
• Enable
compression
consistent
URL
• Avoid
Redirects
• OpMmize
Images
• Leverage
browser
caching
• Serve
scaled
images
• Remove
Duplicate
Scripts
• OpMmize
CSS
Sprites
• Leverage
proxy
caching
• Serve
staMc
content
from
• Configure
ETags
• Do
Not
Scale
Images
in
• Make
landing
page
a
cookieless
domain
• Make
Ajax
Cacheable
HTML
redirects
cacheable
• Specify
a
character
set
• Flush
Buffer
Early
• Make
favicon.ico
Small
• Minify
CSS
• Specify
image
dimensions
• Use
GET
for
Ajax
and
Cacheable
• Minify
HTML
• Use
efficient
CSS
Requests
• Keep
Components
Under
• Minify
JavaScript
selectors
• Postload
Components
25
KB
• Minimize
request
size
• Preload
Components
• Pack
Components
Into
a
• Reduce
the
Number
of
MulMpart
Document
DOM
Elements
• Avoid
Empty
Image
src

21. What
Now?
Technology
to
Buy
•
More
bandwidth
•
More
servers
•
Bigger
servers
•
Bigger
databases
•
CDNs
•
Hardware
Accelerators
•
Sorware
Accelerators
•
BeKer
sorware
•
IBM
Watson

22. Theory
of
Constraints

23. Measure,
Measure,
Measure
•
Measure
•
Profile
•
Monitor

24. Find
Your
BoUleneck

25. Find
Your
BoUleneck
cont…

26. Recap
1.
Measure
2.
Find
BoKleneck
3.
Fix
BoKleneck
4.
Monitor

27. Quick
Tips
•
Front-­‐end

28. Quick
Tips
•
Front-­‐end
•
Smaller
files

29. Quick
Tips
•
Front-­‐end
•
Smaller
files
•
Fewer
downloads

30. Quick
Tips
•
Front-­‐end
•
Smaller
files
•
Fewer
downloads
•
Shorter
trips

31. Quick
Tips
•
Front-­‐end
•
Smaller
files
•
Fewer
downloads
•
Shorter
trips
•
Cache
everything

32. Quick
Tips
•
Front-­‐end
•
Smaller
files
•
Fewer
downloads
•
Shorter
trips
•
Cache
everything
•
Watch
plug-­‐ins

33. Low
Hanging
Fruit
speed.rigor.com

34. QuesAons
Speak
up!

35. Contact
InformaAon
Rigor
Craig
Hyde
950
East
Paces
Ferry
Rd
678.467.4378
Suite
3300
Atlanta,
Georgia
30326
craig.hyde@rigor.com
@craighyde
@TeamRigor
404.574.4970
877.4RIGOR1
hUp://rigor.com