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.

1. PEDAL TO THE METAL
Speed your page load times for more conversions
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performancebeacon.com

3. DO MOST MARKETERS
CONSIDER PAGE SPEED
AN IMPORTANT PART
OF USER ENGAGEMENT?

4. “I myself wouldn’t consider it
very important. Granted, if a
page is too slow, it loses users,
but I believe if a page loads in
5 or 6 seconds, it doesn’t make
much difference.”

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7. 2% increase in conversions
for every 1 second of
improvement
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8. Increased
conversions
by 9%
Cut load times in half
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9. Reduced average load time by 2.2 seconds
and increased total downloads by 15.4%
10 million additional
downloads per year
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11. Impact of a 1-second delay
A site that earns $100K per day
could lose $2.5M in sales in one year
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12. HOW DO
VISITORS FEEL
ABOUT SLOW
SITES?
(HINT: NOT GOOD)

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16. 16 THINGS
YOU CAN DO
TO DELIVER
A FASTER USER
EXPERIENCE
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17. STEVE SOUDERS, AUTHOR, ‘HIGH PERFORMANCE WEB SITES’
“80-90% of end-user
response time is
at the front end.
Start there.”
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18. 1. PAGE SIZE
2. PAGE COMPLEXITY
TWO MAIN PERFORMANCE PROBLEMS
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19. PROBLEM 1: PAGES ARE TOO BIG
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20. SINGLE GREATEST
PERFORMANCE INDICATOR?
Faster pages are
less than 1MB in size

21. Create a performance budget
Monitor, monitor, monitor
SOLUTIONS
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29. Reformat
Compress
Defer/lazy load
Adaptive images
Auto-preloading
SOLUTIONS
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30. PROBLEM 2:
PAGES ARE TOO COMPLEX
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35. Monitor
Consolidate page resources
Make sure stylesheets are in the
document HEAD
Host your fonts
Optimize your pop-up scripts
SOLUTIONS
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36. THIRD-PARTY CONTENT
CAN MAKE UP >50%
OF PAGE REQUESTS
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37. Increase page weight
Increase number of hosts and
connections
Introduce additional latency
Prevent pages from loading
PROBLEMS
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39. Defer scripts
Use asynchronous versions
(when possible)
Know your scripts and
their performance penalties
Monitor constantly
SOLUTIONS
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