www.yottaa.com | www.marlinmobile.com
Understand and Overcome!
Mobile Web Performance
#mobileweb @yottaa
@marlinmobile
www.yottaa.com | www.marlinmobile.com 2
Your Presenters
Ari Weil
VP of Products, Yottaa
@...
Agenda
#mobileweb @yottaa @marlinmobile www.yottaa.com | www.marlinmobile.com 3
Mobile: much ado about...what exactly?
Sma...
20% of electronics purchases using mobile
35% of mobile visitors prefer www to m.site
80% of mobile revenue from full site...
Mobile traffic - it’s just the tip of the iceberg
#mobileweb @yottaa @marlinmobile www.yottaa.com | www.marlinmobile.com 5...
#mobileweb @yottaa
@marlinmobile
www.yottaa.com | www.marlinmobile.com 6
Plus, it’s a part of virtually every transaction
#mobileweb @yottaa
@marlinmobile
www.yottaa.com | www.marlinmobile.com 7
So you see, this “small” problem can be BIG
51% s...
#mobileweb @yottaa
@marlinmobile
www.yottaa.com | www.marlinmobile.com 8
And when you get it wrong, you lose…BIG
64%
OF SM...
#mobileweb @yottaa
@marlinmobile
www.yottaa.com | www.marlinmobile.com 9
Don’t be that business
that if they arrive on a b...
www.yottaa.com | www.marlinmobile.com
Smaller is only the beginning.
#mobileweb @yottaa
@marlinmobile
www.yottaa.com | www.marlinmobile.com 11
Know the mobile ecosystem
This is your mobile ex...
#mobileweb @yottaa
@marlinmobile
www.yottaa.com | www.marlinmobile.com 12
And what goes into loading a web page
Images
Jav...
Now consider the average eCommerce page
#mobileweb @yottaa @marlinmobile www.yottaa.com | www.marlinmobile.com 13
Trust Ic...
Cannot impact 3rd party dynamic
content like social media or ads
CONTENT DELIVERY
NETWORKS
#mobileweb @yottaa
@marlinmobil...
www.yottaa.com | www.marlinmobile.com
Optimization best practices.
Implement Responsive Web Design
#mobileweb @yottaa @marlinmobile www.yottaa.com | www.marlinmobile.com 16
Advantages Disad...
Responsive Web Design Dirty Little Secret
#mobileweb @yottaa @marlinmobile www.yottaa.com | www.marlinmobile.com 17
ALL we...
Little r – presentation mostly
– Fluid, flexible layout
– Media queries
– Responsive images
Big R
– Dynamic serving
BOTH a...
#mobileweb @yottaa
@marlinmobile
www.yottaa.com | www.marlinmobile.com 19
Fact: Reducing Page Weight/Requests Works
increa...
Desktop: 78 requests, 5.1sec load time
Mobile: 38 requests, 20.8sec load time
#mobileweb @yottaa
@marlinmobile
www.yottaa....
#mobileweb @yottaa
@marlinmobile
www.yottaa.com | www.marlinmobile.com 21
Fact: Mobile behaves differently
Example:
parall...
#mobileweb @yottaa
@marlinmobile
www.yottaa.com | www.marlinmobile.com 22
Myth #1: A CDN solves everything
Example:
Cloud ...
#mobileweb @yottaa
@marlinmobile
www.yottaa.com | www.marlinmobile.com 23
Myth #2: Design for First Paint is enough
Time t...
#mobileweb @yottaa
@marlinmobile
www.yottaa.com | www.marlinmobile.com 24
Myth #3: Delay-loading 3rd party assets wins
Exa...
www.yottaa.com | www.marlinmobile.com
Overcome and win.
#mobileweb @yottaa
@marlinmobile
www.yottaa.com | www.marlinmobile.com 26
Optimizations that work (but…TNSTAAFL)
Treats Mi...
#mobileweb @yottaa
@marlinmobile
www.yottaa.com | www.marlinmobile.com 27
Yottaa: holistic site optimization service
See b...
#mobileweb @yottaa
@marlinmobile
www.yottaa.com | www.marlinmobile.com 28
Marlin Mobile: Monitor your mobile web
Get insig...
THANK YOU
#mobileweb @yottaa @marlinmobile www.yottaa.com | www.marlinmobile.com 29
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Monetizing Mobile: How To Optimize Mobile Engagement and Conversions

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  • This is important because if you consider the average web page, you can see that it’s actually a complex online application.
    The average web page:
    Requires the browser to download and display 1.4MB or more of content
    From over 40 domains
    Making 200 or more round trips
    …in under 4 seconds
  • Monetizing Mobile: How To Optimize Mobile Engagement and Conversions

    1. 1. www.yottaa.com | www.marlinmobile.com Understand and Overcome! Mobile Web Performance
    2. 2. #mobileweb @yottaa @marlinmobile www.yottaa.com | www.marlinmobile.com 2 Your Presenters Ari Weil VP of Products, Yottaa @aweil Adrian Mendoza Co-founder, Marlin Mobile @marlinUX
    3. 3. Agenda #mobileweb @yottaa @marlinmobile www.yottaa.com | www.marlinmobile.com 3 Mobile: much ado about...what exactly? Smaller is only the beginning Optimization best practices Overcome and win Q&A
    4. 4. 20% of electronics purchases using mobile 35% of mobile visitors prefer www to m.site 80% of mobile revenue from full site browsing #mobileweb @yottaa @marlinmobile www.yottaa.com | www.marlinmobile.com 4 Why is everyone so focused on mobile?
    5. 5. Mobile traffic - it’s just the tip of the iceberg #mobileweb @yottaa @marlinmobile www.yottaa.com | www.marlinmobile.com 5 0.7 Billion
    6. 6. #mobileweb @yottaa @marlinmobile www.yottaa.com | www.marlinmobile.com 6 Plus, it’s a part of virtually every transaction
    7. 7. #mobileweb @yottaa @marlinmobile www.yottaa.com | www.marlinmobile.com 7 So you see, this “small” problem can be BIG 51% say websites hard to navigate & use 46% say product images are too small 41% are concerned about security 26% feel that checkout is frustrating
    8. 8. #mobileweb @yottaa @marlinmobile www.yottaa.com | www.marlinmobile.com 8 And when you get it wrong, you lose…BIG 64% OF SMARTPHONE USERS EXPECT PAGES TO LOAD IN UNDER 4s $1Bn APPAREL & ACCESSORIES PURCHASES in Q113 71% Of all retail transactions SMARTPHONE USERS SHOP VIA MOBILE 48% Expect mobile to be faster than desktop 85% Will go to a competitor to transact 42% Will never return to your site 29%
    9. 9. #mobileweb @yottaa @marlinmobile www.yottaa.com | www.marlinmobile.com 9 Don’t be that business that if they arrive on a business site that isn't working well on mobile, they take it as an indication of the 48% of users say business simply does not care.
    10. 10. www.yottaa.com | www.marlinmobile.com Smaller is only the beginning.
    11. 11. #mobileweb @yottaa @marlinmobile www.yottaa.com | www.marlinmobile.com 11 Know the mobile ecosystem This is your mobile experience now… …its complicated
    12. 12. #mobileweb @yottaa @marlinmobile www.yottaa.com | www.marlinmobile.com 12 And what goes into loading a web page Images Javascript Via HTTPArchive, May ‘13-’14
    13. 13. Now consider the average eCommerce page #mobileweb @yottaa @marlinmobile www.yottaa.com | www.marlinmobile.com 13 Trust Icons High-Res Images Long-scrolling pages Social Media Dynamic Content In Addition: • A/B Tests • Analytic tracking • Beacons • Chat • Personalization • Pixels • RWD w/out RESS Visitors expect fast, flawless experiences on any device Marketing needs social media and other tags to engage visitors IT needs control to ensure speed, scalability and security
    14. 14. Cannot impact 3rd party dynamic content like social media or ads CONTENT DELIVERY NETWORKS #mobileweb @yottaa @marlinmobile www.yottaa.com | www.marlinmobile.com 14 Reality: ever-growing content and complexity PAGELOADTIME ITEFFORT&TIME SITE LAUNCH ONGOING MAINTENANCE AND USER ENGAGEMENT EFFORTS UPDATE CONTENT & IMAGES ADD SOCIAL MEDIA WIDGETS ADD REAL TIME PERSONALIZATION A/B TEST PAGE CONTENT Hiding components cannot keep pace with ongoing User & Marketing needs Cannot control page load behavior, content priority FRONTEND OPTIMIZATION Manual effort for every content change DO IT YOURSELF
    15. 15. www.yottaa.com | www.marlinmobile.com Optimization best practices.
    16. 16. Implement Responsive Web Design #mobileweb @yottaa @marlinmobile www.yottaa.com | www.marlinmobile.com 16 Advantages Disadvantages Most consistent user experience possible Requires additional code re-working No duplicate content maintains rankings Difficult to differentiate mobile content Max link value. No risk of split link value Could affect usability/CRO No redirects = low latency & fewer errors New code may affect rankings
    17. 17. Responsive Web Design Dirty Little Secret #mobileweb @yottaa @marlinmobile www.yottaa.com | www.marlinmobile.com 17 ALL websites are exactly the same in page size and requests!
    18. 18. Little r – presentation mostly – Fluid, flexible layout – Media queries – Responsive images Big R – Dynamic serving BOTH are better than #mobileweb @yottaa @marlinmobile www.yottaa.com | www.marlinmobile.com 18 The difference between little r and big R
    19. 19. #mobileweb @yottaa @marlinmobile www.yottaa.com | www.marlinmobile.com 19 Fact: Reducing Page Weight/Requests Works increased performance by 68% by reducing HTTP requests small page-1.5s big page – 4.7s
    20. 20. Desktop: 78 requests, 5.1sec load time Mobile: 38 requests, 20.8sec load time #mobileweb @yottaa @marlinmobile www.yottaa.com | www.marlinmobile.com 20 Reduce requests Still loading… So what went wrong?
    21. 21. #mobileweb @yottaa @marlinmobile www.yottaa.com | www.marlinmobile.com 21 Fact: Mobile behaves differently Example: parallelizing requests HURTS mobile experience
    22. 22. #mobileweb @yottaa @marlinmobile www.yottaa.com | www.marlinmobile.com 22 Myth #1: A CDN solves everything Example: Cloud storage being used for image assets
    23. 23. #mobileweb @yottaa @marlinmobile www.yottaa.com | www.marlinmobile.com 23 Myth #2: Design for First Paint is enough Time to First Paint: 5 seconds Your users radio stays on for an additional 12 seconds burning their battery.
    24. 24. #mobileweb @yottaa @marlinmobile www.yottaa.com | www.marlinmobile.com 24 Myth #3: Delay-loading 3rd party assets wins Example: analytics tag keeps the page from completely loading Time to First Paint: 5 seconds
    25. 25. www.yottaa.com | www.marlinmobile.com Overcome and win.
    26. 26. #mobileweb @yottaa @marlinmobile www.yottaa.com | www.marlinmobile.com 26 Optimizations that work (but…TNSTAAFL) Treats Middle mile geographic latency Good for Individual assets, streaming media Challenges Visitor context Related assets Versioning CDN Treats Content weight, round trips Good for Efficient asset delivery, rendering Challenges Visitor context Device capabilities Ongoing care & feeding FEO
    27. 27. #mobileweb @yottaa @marlinmobile www.yottaa.com | www.marlinmobile.com 27 Yottaa: holistic site optimization service See business results before you buy www.yottaa.com/prove-it 40% FASTER InstantON AppSequencing MORE CONTROL ContextIntelligence DEEP INSIGHT
    28. 28. #mobileweb @yottaa @marlinmobile www.yottaa.com | www.marlinmobile.com 28 Marlin Mobile: Monitor your mobile web Get insights from REAL mobile devices See your REAL customer view on mobile Sign up for a free account – marlinmobile.com/free Get insight and data on your ENTIRE mobile ecosystem.
    29. 29. THANK YOU #mobileweb @yottaa @marlinmobile www.yottaa.com | www.marlinmobile.com 29

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