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Pedal to the Metal: Speed up your load times for more conversions

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In this talk at the 2015 Conversion Conference in Las Vegas, I shared a number of case studies that demonstrate the impact of web performance on conversions for a variety of verticals. I also shared sixteen best practices for making pages faster.

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Pedal to the Metal: Speed up your load times for more conversions

  1. 1. PEDAL TO THE METAL Speed your page load times for more conversions @tameverts 2015 Conversion Conference Las Vegas #convcon
  2. 2. @tameverts performancebeacon.com
  3. 3. DO MOST MARKETERS CONSIDER PAGE SPEED AN IMPORTANT PART OF USER ENGAGEMENT?
  4. 4. “I myself wouldn’t consider it very important. Granted, if a page is too slow, it loses users, but I believe if a page loads in 5 or 6 seconds, it doesn’t make much difference.”
  5. 5. @tameverts #convcon
  6. 6. @tameverts #convcon
  7. 7. 2% increase in conversions for every 1 second of improvement @tameverts #convcon
  8. 8. Increased conversions by 9% Cut load times in half @tameverts #convcon
  9. 9. Reduced average load time by 2.2 seconds and increased total downloads by 15.4% 10 million additional downloads per year @tameverts #convcon
  10. 10. @tameverts #convcon
  11. 11. Impact of a 1-second delay A site that earns $100K per day could lose $2.5M in sales in one year @tameverts #convcon
  12. 12. HOW DO VISITORS FEEL ABOUT SLOW SITES? (HINT: NOT GOOD)
  13. 13. @tameverts #convcon
  14. 14. @tameverts #convcon
  15. 15. @tameverts #convcon
  16. 16. 16 THINGS YOU CAN DO TO DELIVER A FASTER USER EXPERIENCE @tameverts #convcon
  17. 17. STEVE SOUDERS, AUTHOR, ‘HIGH PERFORMANCE WEB SITES’ “80-90% of end-user response time is at the front end. Start there.” @tameverts #convcon
  18. 18. 1. PAGE SIZE 2. PAGE COMPLEXITY TWO MAIN PERFORMANCE PROBLEMS @tameverts #convcon
  19. 19. PROBLEM 1: PAGES ARE TOO BIG @tameverts #convcon
  20. 20. SINGLE GREATEST PERFORMANCE INDICATOR? Faster pages are less than 1MB in size
  21. 21. Create a performance budget Monitor, monitor, monitor SOLUTIONS @tameverts #convcon
  22. 22. @tameverts #convcon
  23. 23. @tameverts #convcon
  24. 24. @tameverts #convcon
  25. 25. @tameverts #convcon
  26. 26. Reformat Compress Defer/lazy load Adaptive images Auto-preloading SOLUTIONS @tameverts #convcon
  27. 27. PROBLEM 2: PAGES ARE TOO COMPLEX @tameverts #convcon
  28. 28. @tameverts #convcon
  29. 29. @tameverts #convcon
  30. 30. @tameverts #convcon
  31. 31. Monitor Consolidate page resources Make sure stylesheets are in the document HEAD Host your fonts Optimize your pop-up scripts SOLUTIONS @tameverts #convcon
  32. 32. THIRD-PARTY CONTENT CAN MAKE UP >50% OF PAGE REQUESTS @tameverts #convcon
  33. 33. Increase page weight Increase number of hosts and connections Introduce additional latency Prevent pages from loading PROBLEMS @tameverts #convcon
  34. 34. Defer scripts Use asynchronous versions (when possible) Know your scripts and their performance penalties Monitor constantly SOLUTIONS @tameverts #convcon
  35. 35. @tameverts #convcon

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