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Wordcamp 2017-toronto-sam lalonde

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WordCamp Toronto 2017

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Wordcamp 2017-toronto-sam lalonde

  1. 1. •Network: RU-Secure •Username: trsguest2017 •Password: RUguest253$
  2. 2. Fast & Deadly: WordPress Websites Need To be Mobile Friendly An Advertiser’s Perspective Presented by @Sam_Lalonde
  3. 3. Your Amazing Presenter: SAM LALONDE Digital Marketing professional with around ~6 years of experience. Based in Montreal (~7 yrs) Senior Campaign Manager & Marketing Strategist @ Bloom Search Marketing Tweet: @Sam_Lalonde Write: sam@makeitbloom.com Connect: https://ca.linkedin.com/in/samlalonde
  4. 4. Today’s Agenda • Introduce Sam • Why The Advertiser? • The Mobile World • Some Stats • Industry Insights (from various case studies) • Some quick things to do • Recap • Q&A or Discussion* Feel free to ask questions throughout my prez! Hello!
  5. 5. Why The Advertiser?
  6. 6. Every Website Has A Goal Branding - Ad Impressions - Brand Keyword Traffic - Direct Traffic Engagement - Bounce Rate - Downloads - Page Views - Page Visits - Video Views Lead Generation - Completed Forms - Information Requests - Phone Calls - Registrations Sales - Average Order Value - Cost/Profit per Sale - Customer Value - Funnel Drops - Repeat Customers - Return on Investment - Revenue
  7. 7. We don’t go online. We live online.
  8. 8. Some stats!
  9. 9. Some stats of cellular network connections globally will occur at 3G or slower speeds through 2020.
  10. 10. Some stats of Canadian smartphone users say they make quicker purchase decisions now because they do research on their phones.
  11. 11. Some stats of all internet use will take place on mobile devices in 2017. 75
  12. 12. Some stats It is expected that by 2021 over 4.5 billion people will have access to the Internet
  13. 13. Some stats By 2020, over 25 billion devices will be embedded with Internet-based systems
  14. 14. Some stats of mobile searches are driven by speed, convenience, or urgency.
  15. 15. Would you wait in this line?
  16. 16. As users migrate to mobile, page load time is perhaps the most important metric we have. If you can’t load pages fast enough, you can’t compete. Consumer expectations in a mobile-led world are extreme. – Howard Mittman - VP & publisher of the Condé Nast men’s monthly Quote Time
  17. 17. We are committed to improving speed across the board. If our site takes a long time to load, it doesn’t matter how great our journalism is, some people will leave the page before they see what’s there. – David Merrell - Senior Product Manager, The Washington Post Quote Time
  18. 18. Load Times Mobile pages that load 1s faster see up to 27% increase in Conversion Rates 180,000 160,000 140,000 120,000 100,000 80,000 60,000 40,000 20,000 0 1.2 1.5 1.8 2.1 2.4 2.7 3.0 3.3 3.6 4.2 4.5 4.8 5.1 5.4 5.7 6.0 6.3 6.6 6.9 7.2 7.5 7.8 8.1 8.4 8.7 9.0 9.3 9.6 9.9 Load time (seconds) Sessions Sessions Conversion rate (%) 1.9% conversion rate 1.5% conversion rate Note: Some of the pages that were faster than 2.4 seconds experienced a lower conversion rate with the most common reason is because a lot of the faster pages are 404/error pages.
  19. 19. Faster means fewer bounces 2.4 2.7 3.0 3.3 3.6 3.9 4.2 4.5 4.8 5.1 5.4 5.7 6.0 6.3 6.6 6.9 7.2 7.5 7.8 8.1 8.4 8.7 9.0 9.3 9.6 9.9 180,000 140,000 100,000 60,000 0 20,000 58 45 32 19 0 6 Sessions Load time (in seconds) Bouncerate(%) Sessions Bounce rate 13% bounce rate 20% bounce rate 58% bounce rate
  20. 20. No matter what, faster is better and less is more “...Similarly, as the number of elements—text, titles, images—on a page goes from 400 to 6,000, the probability of conversion drops 95%.” Load Times
  21. 21. Load Times Compared Canada does very well in mobile load times, so the bar is even higher
  22. 22. Slow and steady doesn’t win the race Will abandon a site that takes >3 seconds to load 40% Expect a page to load in <2 seconds 47% Say fast load time speed is important to site loyalty 52% Speed
  23. 23. No one’s willing to wait around!
  24. 24. Let’s make our websites faster!
  25. 25. Improving Speed What must be done to make your webpages load quickly • Execute all JavaScript asynchronously • Size all resources statically • Don’t let extension mechanisms block rendering • Keep all third-party JavaScript out of the critical path • All CSS must be inline and size-bound • Font triggering must be efficient • Minimize style recalculations • Only run GPU-accelerated animations • Prioritize resource loading • Load pages in an instant
  26. 26. There’s a plugin for that!
  27. 27. AMP Plugin AMP by Automattic: https://wordpress.org/plugins/amp/ Our good friends at Automattic have created a plugin that adds support for the Accelerated Mobile Pages (AMP) Project, which is an an open source initiative that aims to provide mobile optimized content that can load instantly everywhere.
  28. 28. AMP Plugin Glue for Yoast SEO & AMP: https://wordpress.org/plugins/glue-for-yoast-seo-amp/ The ever popular Joost de Valk (Yoast) has published the AMP Glue plugin which integrates Yoast SEO into your AMP pages. This makes sure your meta-data is implemented correctly.
  29. 29. Improving Speed Use a Content Delivery Network …deliver content to end users with lower latency
  30. 30. Cache Use Caching When Available
  31. 31. Minify! Minify all the things!
  32. 32. Some Tools See How Your Website Stacks Up • There are some really great tools out there! • https://www.webpagetest.org/ • https://gtmetrix.com/ • https://developers.google.com/speed/pagespeed/insights/ • https://tools.pingdom.com/
  33. 33. Mobile First?
  34. 34. RECAP If I can leave you with three things, it’s that: • Every website has a goal and its our job to make people reach that goal. • People live online with their phones and they are not willing to wait around on their phones. …the stats back this up! • There are some plugins that already exist that can make your WordPress websites fast, deadly, and mobile friendly!
  35. 35. …and let’s make the web a faster place! Make something you love every day.

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