SlideShare a Scribd company logo
@tameverts
#WebPerfDays
How to create a
performance-first culture
@tameverts
WPOstats.com
2009 Cut average load time from 6s to 1.2s
7-12% increase in conversion rate + 25% increase in PVs
Average load time increased to 5s
User feedback: “I will not come back to this site again.”
Re-focused on performance
0.4% increase in conversion rate
2010
2011
@tameverts #WebPerfDays
1. No front-end measurement
2. Constant feature development
3. Badly implemented third-parties
4. Waiting too long to tackle
performance problems

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Session at ConFoo Montreal 2019 on the latest tips and tricks for achieving the best Web Performance on sites and apps.

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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.

ecommerceweb performance
During a performance
optimization sprint
After a performance
optimization sprint
Everyone who touches
a page should care
about the performance
of that page.
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Identify what people
care about
❑ bounce rate
❑ cart size
❑ conversions
❑ revenue
❑ time on site
What do people care about?
#WebPerfDays@tameverts
❑ page views
❑ search traffic
❑ user satisfaction
❑ user retention
❑ ???
Who they are What they care about What to show them
Executives
Competition
Business impact
Benchmarks (filmstrips and videos)
Correlation charts (perf + KPIs)
Marketing
Third parties
Traffic + engagement
SEO
Third-party performance
Correlation charts (perf + bounce rate)
Lighthouse SEO audits
Devs / engineers Well, lots of stuff, probably Consult with perf team
@tameverts #WebPerfDays
BBC loses an additional 10% of users for every
additional second it takes their site to load
Ancestry.com saw a 7% increase in conversions
after improving load time by 64%
FT.com reduced desktop load times to 1.5s and
mobile to 2.1s and increased user engagement
by 30%
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The document discusses progressive web apps (PWAs) and outlines key considerations for creating a PWA. It addresses questions around what a PWA is, how to make a website feel like an app, offline functionality, push notifications, and creating a roadmap. Examples from companies that implemented PWAs successfully are provided. The conclusion recommends developing a progressive roadmap that starts with baseline PWA features and builds out functionality over time based on priorities and initiatives.

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This document discusses how slow page load times can hurt a website's bottom line. It notes that a 2% increase in conversions is seen for every 1 second improvement in load times. Examples are given of companies that cut load times in half and increased conversions by 9% and increased downloads by 15.4%. The document outlines two main causes of slow performance: pages being too big in size and pages being too complex. It provides tips on how to address these issues, such as compressing assets, lazy loading images, consolidating resources, and optimizing third-party scripts.

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Collaborate on
performance budgets
Thresholds YOU create for metrics
that are meaningful for YOUR site
https://addyosmani.com/blog/performance-budgets/
Milestone timings (e.g. start render)
Quantity-based (e.g. image weight)
Rules-based (e.g. Lighthouse scores)
A good performance budget
should show you…
What your budget is
When you go out of bounds
How long you’re out of bounds
When you’re back within budget

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How to create a performance-first culture [2018 WebPerfDays Amsterdam]
Who What Metric
Ops Back-end issues TTFB
Marketing
Most important content
Third parties
SEO
Hero rendering times
Custom metrics
Lighthouse SEO score
Devs / engineers
How well page is built
Performance issues
Start Render, Speed Index
Lighthouse Performance score
@tameverts #WebPerfDays
Give people ownership over their
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Make sure they get alerts when
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How often is often enough?
Wall monitors and dashboards 24/7
Alerts in realtime (to people who can make fixes)
Reports no more than 1X week

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site speedweb performancebest practices
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“The dull boring stuff”
~Andy Davies
Scripts (especially third parties)
Images
Unneeded code
Deferring assets where possible
issue 1
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compression
issue 2
image sprite blocking
page load
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in median page load time
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How to create a performance-first culture [2018 WebPerfDays Amsterdam]

  • 1. @tameverts #WebPerfDays How to create a performance-first culture
  • 3. 2009 Cut average load time from 6s to 1.2s 7-12% increase in conversion rate + 25% increase in PVs Average load time increased to 5s User feedback: “I will not come back to this site again.” Re-focused on performance 0.4% increase in conversion rate 2010 2011 @tameverts #WebPerfDays
  • 4. 1. No front-end measurement 2. Constant feature development 3. Badly implemented third-parties 4. Waiting too long to tackle performance problems
  • 7. Everyone who touches a page should care about the performance of that page.
  • 10. ❑ bounce rate ❑ cart size ❑ conversions ❑ revenue ❑ time on site What do people care about? #WebPerfDays@tameverts ❑ page views ❑ search traffic ❑ user satisfaction ❑ user retention ❑ ???
  • 11. Who they are What they care about What to show them Executives Competition Business impact Benchmarks (filmstrips and videos) Correlation charts (perf + KPIs) Marketing Third parties Traffic + engagement SEO Third-party performance Correlation charts (perf + bounce rate) Lighthouse SEO audits Devs / engineers Well, lots of stuff, probably Consult with perf team @tameverts #WebPerfDays
  • 12. BBC loses an additional 10% of users for every additional second it takes their site to load Ancestry.com saw a 7% increase in conversions after improving load time by 64% FT.com reduced desktop load times to 1.5s and mobile to 2.1s and increased user engagement by 30% @tameverts #WebPerfDays
  • 19. Thresholds YOU create for metrics that are meaningful for YOUR site https://addyosmani.com/blog/performance-budgets/ Milestone timings (e.g. start render) Quantity-based (e.g. image weight) Rules-based (e.g. Lighthouse scores)
  • 20. A good performance budget should show you… What your budget is When you go out of bounds How long you’re out of bounds When you’re back within budget
  • 22. Who What Metric Ops Back-end issues TTFB Marketing Most important content Third parties SEO Hero rendering times Custom metrics Lighthouse SEO score Devs / engineers How well page is built Performance issues Start Render, Speed Index Lighthouse Performance score @tameverts #WebPerfDays
  • 23. Give people ownership over their performance budgets. Make sure they get alerts when their budgets are exceeded.
  • 28. How often is often enough? Wall monitors and dashboards 24/7 Alerts in realtime (to people who can make fixes) Reports no more than 1X week
  • 30. “The dull boring stuff” ~Andy Davies Scripts (especially third parties) Images Unneeded code Deferring assets where possible
  • 31. issue 1 image quality and compression issue 2 image sprite blocking page load
  • 32. 2-second improvement in median page load time almost doubled mobile conversions

Editor's Notes

  1. PRO: easily measured CON: includes third parties and ATF content
  2. PRO: easily measured CON: includes third parties and ATF content
  3. PRO: easily measured CON: includes third parties and ATF content
  4. PRO: easily measured CON: includes third parties and ATF content
  5. PRO: easily measured CON: includes third parties and ATF content