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