Mobile Assets. Rainer Borchert, Google. Industry Leader
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2 Mobile Assets Rainer Borchert, Google Industry Leader
3 LTP
4 Site Performance User Expectation
5 Site Performance Good Experience Bad Experience User Expectation
6 Site Performance Good Experience Bad Experience User Expectation
7 Site Performance Good Experience Bad Experience User Expectation
8 Site Performance User Expectation 1 Speed & Conversion 2 Accelerated Mobile Pages 3 Progressive Web Apps & Web APIs
9 6 Popular Conversion Pitfalls that Kill Fast Load Times...and How to Avoid them Martin Loss, Google Mobile Specialist Urs Enke, Google Solutions Engineer
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11
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13 Average speed index of industry leaders in Germany Travel Finance Retail 4.9s 4.1s 3.6s Source: EMEA Performance Summit, Study betw. Top 20 companies across 3 industries in 7 countries Confidential + Proprietary
14 Average speed index of advertisers in Germany user expectation Source: ThinkWithGoogle, 2017, mobile ads landing pages top 20 industry average Confidential + Proprietary
15 13 seconds ThinkWithGoogle masterclass attendees websites - WebPageTest.org - June 2017
16 IN THIS ROOM What is a good load time? 1-2 seconds: Good 3-6 seconds: Average, but try to improve it seconds: Poor. Get to work. 10+ seconds: I m very, very sorry. Jeremy Smith, Conversion Optimization Expert Source: "Why Page Load Time Matters for Conversion Optimization"
17 IN THIS ROOM Distribution of pagespeed ThinkWithGoogle masterclass attendees websites - WebPageTest.org - June 2017
18 IN THIS ROOM Distribution of pagespeed Get to work. I m very, very sorry. ThinkWithGoogle masterclass attendees websites - WebPageTest.org - June 2017 Use custom GA report for more insights goo.gl/49bqnz
19 Page speed = $$$
20 SPEED RESEARCH Users are sensitive to waiting, especially on mobile Source: SOASTA 2017
21 SPEED RESEARCH Slow pages kill conversions Source: SOASTA 2017
22 Predictors of conversions
23 SPEED RESEARCH Top predictors of conversion rate # of elements # of images on page # of scripts Front-end load time Full page load time Back-end load time Source: SOASTA 2017
24 IN THIS ROOM Distribution of pagespeed insights On target ThinkWithGoogle masterclass attendees websites - PageSpeed Insights - June 2017
25 IN THIS ROOM Distribution of pagespeed insights On target Request detailed technical deck: Ask your AM goo.gl/j13oqa ThinkWithGoogle masterclass attendees websites - PageSpeed Insights - June 2017
26 So, what can we do?
27 CONVERSION BY SPEED Measuring Speed What to measure? How to measure? What to aim for? Landing Pages Ad Targets Home Page
28 CONVERSION BY SPEED Measuring Speed What to measure? How to measure? What to aim for? PageSpeed Insights WebPageTest Chrome (Developer Tools)
29 CONVERSION BY SPEED Measuring Speed What to measure? How to measure? What to aim for? Competitors sites User tests A/B tests Check your tracking for completeness!
30 Pitfall 1: Server-side delays
31 CONVERSION BY SPEED Pitfall 1: Server-side delays Avoid redirects Optimise or cache database requests DNS Lookup + Connection + Data example.com DNS Lookup + Connection + Data m.example.com Connection + Data m.example.com/de
32 CONVERSION BY SPEED Pitfall 1: Server-side delays Avoid redirects Optimise or cache database requests
33 Pitfall 2: Transferring more than needed
34 CONVERSION BY SPEED Pitfall 2: Transferring more than needed Scripts & Style Sheets Images Others Split Defer Outsource Omit
35 CONVERSION BY SPEED Pitfall 2: Transferring more than needed Scripts & Style Sheets Images Others
36 CONVERSION BY SPEED Pitfall 2: Transferring more than needed Scripts & Style Sheets Images Others Fonts АаБбВвГгДд ЕеЁёЖжЗз ИиЙйКкЛл МмНнОоПп РрСсТтУу ФфХхЦцЧч ШшЩщЪъЫы ЬьЭэЮюЯя analyse with FontForge Tracking
37 Pitfall 3: Forgetting some compression
38 CONVERSION BY SPEED Pitfall 3: Forgetting some compression Minify and compress text-based resources Negotiate quality of images and use best algorithm <!DOCTYPE html> <html> <head> <!-- This is a wasteful comment.... <!DOCTYPE html><html><head>... ejyzuxtxdw6jdhb... includes SVG!
39 CONVERSION BY SPEED Pitfall 3: Forgetting some compression Minify and compress text-based resources Negotiate quality of images and use best algorithm Required resolution? Tolerable artifacts? Optimal settings? Alternative algorithms? Example tools to compress images as far as acceptable :
40 Pitfall 4: Using unsuitable formats
41 CONVERSION BY SPEED Pitfall 4: Using unsuitable formats Vectorise non-photographic images Separate symbolic layers from photos
42 CONVERSION BY SPEED Pitfall 4: Using unsuitable formats Vectorise non-photographic images Separate symbolic layers from photos Furniture Sale 30% off! 150 kb Furniture Sale 30% off! 100 kb + 2 kb
43 Pitfall 5: Too many transfers
44 CONVERSION BY SPEED Pitfall 5: Too many transfers Combine symbolic images to sprite maps Combine scripts / style sheets Push content (HTTP/2) Example tools: Compass, Stitches
45 CONVERSION BY SPEED Pitfall 5: Too many transfers Combine symbolic images to sprite maps Combine scripts / style sheets Push content (HTTP/2) /*! * JavaScript Library XYZ /*! * * JavaScript Library XYZ /*! * * * JavaScript Library XYZ /*! * * * JavaScript Library XYZ * * * /*! * JavaScript Library AA * JavaScript Library ABC * JavaScript Library XY * JavaScript Library XYZ */...
46 CONVERSION BY SPEED Pitfall 5: Too many transfers Combine symbolic images to sprite maps Combine scripts / style sheets Push content (HTTP/2) HTML CSS SVG HTML & CSS & SVG
47 Pitfall 6: Fix but forget
48 CONVERSION BY SPEED Pitfall 6: Fix but forget Automation Monitoring Speed Budgeting
49 Stay tuned......for the live, hands-on presentations on this track about: Accelerated Mobile Pages Feature-restricted, yet fast-rendered web pages Progressive Web Apps App-like experiences on the web
50 Thank you!
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