Site speed for content marketers

•

3 recomendaciones•861 vistas

The longer the time it takes to load your site, the smaller the chances are that people will stick around to view your content. Tom Bennet takes us through a detailed series of updates you can make to improve your site's speed and retain more customers for longer.

Tecnología

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Site Speed for Content
Marketers
Tom Bennet | Head of Product Development | tom@builtvisible.com

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Why does site speed matter?
Tom Bennet | Head of Product Development | tom@builtvisible.com

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Just ask your users…
Tom Bennet | Head of Product Development | tom@builtvisible.com

© Copyright 2017 Builtvisible. All rights reserved. Private and Confidential
Tom Bennet | Head of Product Development | tom@builtvisible.com
Every 1 second of improvement
=
Up to a 2% conversion increase.
Reduced page load time by 2.2 seconds
=
Downloads increased by 15.4%
(10 million+ downloads per year)
Source: https://www.thinkwithgoogle.com/articles/speed-is-key-optimize-your-mobile-experience.html
Source: https://blog.mozilla.org/metrics/2010/04/05/firefox-page-load-speed-%E2%80%93-part-ii/

© Copyright 2017 Builtvisible. All rights reserved. Private and Confidential
Tom Bennet | Head of Product Development | tom@builtvisible.com
Today we're including a new signal in our search ranking
algorithms: site speed. Like us, our users place a lot of
value in speed.
We use a variety of sources to determine the speed of a
site relative to other sites.
(April 2010)
Source: https://webmasters.googleblog.com/2010/04/using-site-speed-in-web-search-ranking.html

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What can I do about it?
Tom Bennet | Head of Product Development | tom@builtvisible.com

© Copyright 2017 Builtvisible. All rights reserved. Private and Confidential
“80 – 90% of the end-user response time is
spent on the frontend. Start there.”
- Steve Souders
Tom Bennet | Head of Product Development | tom@builtvisible.com

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Tom Bennet | Head of Product Development | tom@builtvisible.com
Page Size
Total: 2.3mb

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(Almost) Live Demo
Tom Bennet | Head of Product Development | tom@builtvisible.com

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Tom Bennet | Head of Product Development | tom@builtvisible.com

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Tom Bennet | Head of Product Development | tom@builtvisible.com
Yahoo YSlow + Google PageSpeed rulesets

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Images
Tom Bennet | Head of Product Development | tom@builtvisible.com

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Tom Bennet | Head of Product Development | tom@builtvisible.com
680px
1024px
JPEG, 95%
680px
1024px
PNG

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Tom Bennet | Head of Product Development | tom@builtvisible.com
Original version
Image optimization

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Tom Bennet | Head of Product Development | tom@builtvisible.com
Images: things to consider
1) Format & Compression– JPEG for photos, PNG for images with
fewer colours / transparency. Balance file size & aesthetics.
2) Dimensions – What is the maximum width and height at which the
image will be displayed?
3) Replacements – “The fastest HTTP request is the one not made.”
Aim to use fonts for text, vector graphics for logos and shapes,
and CSS effects (shadows, gradients, etc.) wherever possible.
Read more: https://developers.google.com/web/fundamentals/performance/optimizing-content-efficiency/image-
optimization

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Fonts
Tom Bennet | Head of Product Development | tom@builtvisible.com

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Tom Bennet | Head of Product Development | tom@builtvisible.com
Icon Font
(93kb – 166kb)
Inline SVG
(~1kb)

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Tom Bennet | Head of Product Development | tom@builtvisible.com
Read more: https://css-tricks.com/icon-fonts-vs-svg/

© Copyright 2017 Builtvisible. All rights reserved. Private and Confidential
Tom Bennet | Head of Product Development | tom@builtvisible.com
Fonts: things to consider
1) Typefaces, Weights, Styles – How many are necessary? Weigh
aesthetics against added requests.
2) Hosting – By using externally hosted fonts (such as Google
Fonts or Typekit), there is a greater chance your visitor will
already have the file cached.

© Copyright 2017 Builtvisible. All rights reserved. Private and Confidential
Scripts & Stylesheets
Tom Bennet | Head of Product Development | tom@builtvisible.com

© Copyright 2017 Builtvisible. All rights reserved. Private and Confidential
Tom Bennet | Head of Product Development | tom@builtvisible.com
jQuery 2.x has the same API as jQuery 1.x,
but does not support Internet Explorer 6, 7,
or 8.
253kb
84kb

© Copyright 2017 Builtvisible. All rights reserved. Private and Confidential
Tom Bennet | Head of Product Development | tom@builtvisible.com
1) Unnecessary scripts – Clunky social sharing plugins, etc.
2) Minify + concatenate – Make this a part of your build process.
Don’t use development versions of scripts on live site.
3) Caching – Calling popular scripts like jQuery from a CDN
increases chances of caching.
4) Placement – Investigate your critical rendering path.
Scripts: things to consider
Read more: https://developers.google.com/web/fundamentals/performance/critical-
rendering-path/adding-interactivity-with-javascript

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Gzip
Tom Bennet | Head of Product Development | tom@builtvisible.com

© Copyright 2017 Builtvisible. All rights reserved. Private and Confidential
Tom Bennet | Head of Product Development | tom@builtvisible.com
bootstrap-3.1.1.min.css
98 KB gzip 17 KB
83% saving
Read more: https://developers.google.com/web/fundamentals/performance/optimizing-
content-efficiency/optimize-encoding-and-transfer#text-compression-with-gzip
Instructions: Apache | Nginx | IIS

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What about mobile?
Tom Bennet | Head of Product Development | tom@builtvisible.com

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Tom Bennet | Head of Product Development | tom@builtvisible.com
640px 1024px 1920px

© Copyright 2017 Builtvisible. All rights reserved. Private and Confidential
Tom Bennet | Head of Product Development | tom@builtvisible.com
Responsive images with srcset
Read more: https://builtvisible.com/responsive-images-for-busy-people-a-quick-primer/
WordPress: https://make.wordpress.org/core/2015/11/10/responsive-images-in-wordpress-4-4/

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Challenges
Tom Bennet | Head of Product Development | tom@builtvisible.com

© Copyright 2017 Builtvisible. All rights reserved. Private and Confidential
“Performance more often comes down to a
cultural challenge, rather than simply a
technical one.”
- Laura Hogan
Tom Bennet | Head of Product Development | tom@builtvisible.com
On culture: http://designforperformance.com/changing-culture/

© Copyright 2017 Builtvisible. All rights reserved. Private and Confidential
Tom Bennet | Head of Product Development | tom@builtvisible.com
Prefetch / prerender – Do your users follow
predictable navigation paths?

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Tip of the iceberg…
Tom Bennet | Head of Product Development | tom@builtvisible.com

© Copyright 2017 Builtvisible. All rights reserved. Private and Confidential
Tom Bennet | Head of Product Development | tom@builtvisible.com
Thanks!

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4. © Copyright 2017 Builtvisible. All rights reserved. Private and Confidential Tom Bennet | Head of Product Development | tom@builtvisible.com Every 1 second of improvement = Up to a 2% conversion increase. Reduced page load time by 2.2 seconds = Downloads increased by 15.4% (10 million+ downloads per year) Source: https://www.thinkwithgoogle.com/articles/speed-is-key-optimize-your-mobile-experience.html Source: https://blog.mozilla.org/metrics/2010/04/05/firefox-page-load-speed-%E2%80%93-part-ii/

5. © Copyright 2017 Builtvisible. All rights reserved. Private and Confidential Tom Bennet | Head of Product Development | tom@builtvisible.com Today we're including a new signal in our search ranking algorithms: site speed. Like us, our users place a lot of value in speed. We use a variety of sources to determine the speed of a site relative to other sites. (April 2010) Source: https://webmasters.googleblog.com/2010/04/using-site-speed-in-web-search-ranking.html

7. © Copyright 2017 Builtvisible. All rights reserved. Private and Confidential “80 – 90% of the end-user response time is spent on the frontend. Start there.” - Steve Souders Tom Bennet | Head of Product Development | tom@builtvisible.com

18. © Copyright 2017 Builtvisible. All rights reserved. Private and Confidential Tom Bennet | Head of Product Development | tom@builtvisible.com Images: things to consider 1) Format & Compression– JPEG for photos, PNG for images with fewer colours / transparency. Balance file size & aesthetics. 2) Dimensions – What is the maximum width and height at which the image will be displayed? 3) Replacements – “The fastest HTTP request is the one not made.” Aim to use fonts for text, vector graphics for logos and shapes, and CSS effects (shadows, gradients, etc.) wherever possible. Read more: https://developers.google.com/web/fundamentals/performance/optimizing-content-efficiency/image- optimization

26. © Copyright 2017 Builtvisible. All rights reserved. Private and Confidential Tom Bennet | Head of Product Development | tom@builtvisible.com Fonts: things to consider 1) Typefaces, Weights, Styles – How many are necessary? Weigh aesthetics against added requests. 2) Hosting – By using externally hosted fonts (such as Google Fonts or Typekit), there is a greater chance your visitor will already have the file cached.

29. © Copyright 2017 Builtvisible. All rights reserved. Private and Confidential Tom Bennet | Head of Product Development | tom@builtvisible.com jQuery 2.x has the same API as jQuery 1.x, but does not support Internet Explorer 6, 7, or 8. 253kb 84kb

30. © Copyright 2017 Builtvisible. All rights reserved. Private and Confidential Tom Bennet | Head of Product Development | tom@builtvisible.com Read more: https://developers.google.com/web/fundamentals/performance/optimizing-content- efficiency/optimize-encoding-and-transfer

31. © Copyright 2017 Builtvisible. All rights reserved. Private and Confidential Tom Bennet | Head of Product Development | tom@builtvisible.com Original version Image optimization Font optimization Script minification

32. © Copyright 2017 Builtvisible. All rights reserved. Private and Confidential Tom Bennet | Head of Product Development | tom@builtvisible.com 1) Unnecessary scripts – Clunky social sharing plugins, etc. 2) Minify + concatenate – Make this a part of your build process. Don’t use development versions of scripts on live site. 3) Caching – Calling popular scripts like jQuery from a CDN increases chances of caching. 4) Placement – Investigate your critical rendering path. Scripts: things to consider Read more: https://developers.google.com/web/fundamentals/performance/critical- rendering-path/adding-interactivity-with-javascript

34. © Copyright 2017 Builtvisible. All rights reserved. Private and Confidential Tom Bennet | Head of Product Development | tom@builtvisible.com bootstrap-3.1.1.min.css 98 KB gzip 17 KB 83% saving Read more: https://developers.google.com/web/fundamentals/performance/optimizing- content-efficiency/optimize-encoding-and-transfer#text-compression-with-gzip Instructions: Apache | Nginx | IIS

35. © Copyright 2017 Builtvisible. All rights reserved. Private and Confidential Tom Bennet | Head of Product Development | tom@builtvisible.com Original version Image optimization Font optimization Script minification Gzip

39. © Copyright 2017 Builtvisible. All rights reserved. Private and Confidential Tom Bennet | Head of Product Development | tom@builtvisible.com Responsive images with srcset Read more: https://builtvisible.com/responsive-images-for-busy-people-a-quick-primer/ WordPress: https://make.wordpress.org/core/2015/11/10/responsive-images-in-wordpress-4-4/

40. © Copyright 2017 Builtvisible. All rights reserved. Private and Confidential Tom Bennet | Head of Product Development | tom@builtvisible.com Original version Optimized version Mobile version (responsive images)

42. © Copyright 2017 Builtvisible. All rights reserved. Private and Confidential “Performance more often comes down to a cultural challenge, rather than simply a technical one.” - Laura Hogan Tom Bennet | Head of Product Development | tom@builtvisible.com On culture: http://designforperformance.com/changing-culture/

43. © Copyright 2017 Builtvisible. All rights reserved. Private and Confidential Tom Bennet | Head of Product Development | tom@builtvisible.com Prefetch / prerender – Do your users follow predictable navigation paths?

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