The document discusses performance defects that cost companies millions. It provides tips to optimize performance, including caching resources for longer, using CDNs properly, optimizing content size through compression and image optimizations, and leveraging newer technologies like HTTP/2. The document suggests these defects cannot be fully solved by new technologies alone and recommends caching, CDNs, compression and other techniques to improve performance.

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The Top 10 Performance Defects
Costing You Millions
Buddy Brewer, Billy Hoffman

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1. Baseline performance by simulating the purchase process
2. Compare average response time to analyst benchmarks
3. Start with slowest pages to find low hanging fruit
4. Drill down on slow waterfalls to find individual root causes
5. Rebaseline after deploying fixes to gauge progress

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1. Analyst benchmarks are often not representative enough
2. The slowest pages are often not the most important
3. Analyzing waterfall charts too soon leads to local optimization

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1. Establish a baseline grounded in reality. How fast am I?
2. Determine a performance target and associated ROI
3. Identify the most critical pages to the user experience
4. Analyze data from these pages to create a punch list of fixes
5. Summarize fixes: caching, compression, etc

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1. Use real user measurement to measure all visitors
2. Collect speed metrics like load time
3. Collect business metrics like conversion rate, order value

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+0.1% - +0.3% conversion rate

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1 sec = $102M

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14. Our Findings

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● Cache Your Resources
○ 1- Cache everything.
○ 2- Cache it for 10x typical
session
○ 3- Cache your API calls
● Use a CDN
○ 4- For all your assets.
○ 5- Config properly
● Optimize Content Size
○ 6- HTTP Compression
○ 7- Lossless image
○ 8 - Lossy image
● Legacy Tricks (aka OMG just
use HTTP/2!)
○ 9- Combining CSS/JS/Images
○ 10- Inlining CSS/JS/Images

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○ 1- Cache everything.
○ 2- Cache it for 10x typical session
○ 3- Cache your API calls
○ 4- Use a CDN
○ 5- Configure for origin/edge harmony
○ 6- HTTP Compression
○ 7- Lossless image optimizations
○ 8- Lossy image optimizations
○ 9- HTTP/2 -or- Combining files
○ 10- HTTP/2 -or- Inlining files

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1. Shopping is a multi-page flow
2. Push to mobile makes caching more
important
3. Can’t be solved by new technology like
HTTP/2

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1. 100% of critical pages had resources cached < 90 days
2. Max cache time: 30 days (CDN?)
3. Median Cache time: 28 days
4. 16.9% of resources cached < 24 hours
5. 9.8% of resources cached < 1 hour!!!
6. Average Resource Age: 146 days Contrast with HTTP archive
stats

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1. We can’t go to light speed… yet
2. Sites can have a truly global
audience
3. Won’t be solved by HTTP/2
4. 100% of sites loaded majority of
static resources from CDN
5. 91% of sites had 2+ resources not
from a CDN...

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…

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…

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…
1. Deployed...
2. On all your assets..
3. And configured in a way to work
nicely with the edge servers...

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1. Pages are getting heavier
2. Bandwidth helps but...
3. Can’t be solved by new
technology like HTTP/2

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1. 37% of critical pages had resources served without HTTP
compression (Mainly JSON, fonts)
2. 87% of critical pages had lossless image optimizations. On
average 19 unoptimized images per page (30% of all images)
3. 54% had a Lossy image optimization 2+ resources with 300KB +
of savings

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1. 98% of sites using
domain sharding
2. 88% are combining files
3. Inlining still a problem…
(72% of sites had 3+
inlineable resources
4. HTTP/2 should help
us...

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1. Site1: HTTP -> HTTPS
2. Site2: both HTTP/HTTPS +
mixed content warning
3. Site3: Mixed content
Warning
4. Site4: X.509 Certificate
Error!
5. Site5: HTTPS! HSTS! Also
has NPN/ALPN, but no H2?

31. Headline
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digital performance yet.
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