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Google recently announced that it will be changing the way search results are ranked for mobile browsers. tl;dr to webmasters: stop phoning in your mobile site optimizations if you want to...well, reach people on their phones. Google's announcement makes three main points: first, mobile browsing comprises a significant part of web traffic; second, web performance optimization is critical to end user experience; and finally, end users demand a device-specific and complete mobile browsing experience. In this talk we took a look at the recent and projected growth in mobile browsing, reviewed findings on how perceived and real performance problems impact users' browsing behavior, and provided useful tips and tools to maximize your site's mobile search ranking.
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Mobile Optimization Tips
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@yottaa #WebPerf
Slow page load woes, in 1 second7% loss in conversions
11% fewer page views
16% drop in customer satisfaction
@yottaa #WebPerf
½ billion mCommerce shoppers by 201671% of smartphone users shop on their mobile
48% of retail shopping already on mobile
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Apparel & Accessories sold $1Bn via mobile in Q113
@yottaa #WebPerf
51% say websites hard to navigate & use
46% say product images are too small
41% are concerned about security26% feel that checkout is frustrating
41% are materially concerned about security
Users demand a better
mobile browsing experience
WPO is critical for end user experience
@yottaa #WebPerf
WPO matters to mCommerce users
42%
29%
28%
Will go to a competitorWill never returnWill wait a year
85% expect mobile to be faster
57% experience problems
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The bar and stakes are high
64% of smartphone users expect pages to load in less than 4 seconds
50% of your 1s page load time budget on mobile is taken up by network latency overhead
If a page takes 8+ secs to load, visitors will spend only 1% of their time looking at ads
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Users perceive sites to be 15% slower than they really are
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Do you even need a mobile site?
10% site traffic from mobileCalculate
– % target customers– $ to implement
Would another solution have a larger impact?
@yottaa #WebPerf
A journey of 1000
optimizations begins with a
single test@yottaa #WebPerf
Using Web Page Test
See what your users see using a filmstrip
Original site took 4.5sec to start render!
Using Web Page Test
…then investigate what’s slowing you down
DNS issues &
blocking behavior
36% of desktop page weight from 3rd party scripts
Why are you waiting?
Monitoring is critical to understanding behaviorWPT will show you a point in timeSolutions like wbench will provide a slightly more robust benchmarkTools like Yottaa Site Monitor enable scheduled collections for good coverage
For DNS resolution slowness, choose a vendorYou are probably NOT in the business of DNS optimizationMyriad solutions availableTools like Yottaa Site Optimizer provide global IP-Anycast DNS service
JavaScript optimization tips (incl. eliminate blocking)Frameworks can provide built-in optimizations (more in a moment)Testing and monitoring is critical to ensure efficacyTools like Yottaa will provide rules to enable broad-brush and granular optimizations
@yottaa #WebPerf
More on JavaScript…
Vendor ConfigurationsYottaa: add Exception / QuickTuneAkamai: async JS control-panel exclusionsLimelight: add "Javascript Postponing Ignore”PageSpeed: add attribute "pagespeed_no_defer”Radware: configuration / whitelist drivenRiverbed: Explicit/wildcarded exclusion
Tip for Vendor Impact
Step One
Eliminate Errors & Manage Traffic
@yottaa #WebPerf
Block AdWare, Malware, etc
Allow
Googlebot to crawl assets
(CSS, JavaScript, and images)
More errors equate to lower utility
If Google can’t crawl your site, it’s ranking may be downgraded and/or individual pages de-indexed
500
Internal Server Error. Unspecified server problem
404Resource not available. Invitation to bounce
403Forbidden. Website’s server or host is blocking access
@yottaa #WebPerf
GZIP misidentified
Media incorrectly tagged
Script impact on URLs
Unnecessary 3rd party assets
Live by it
Die by it
Just don’t trust it
Which solution is right for you?
Do you have the time, capital, and skill for DIY? You already use tools that can address this issue (Google Analytics, Webmaster)Techniques are varied, and require skill to apply correctlyTools like Yottaa Site Optimizer provide traffic throttling, blocking & analytics
Remember that your website’s SEO is on the lineBlocking helpful bots/crawlers that boost your page rank have a negative effectBut once they access your site, URLs throwing errors will equate to low utility & rankPlatforms like Yottaa make it simple to identify & address errors and redirects
Traffic & Errors are not set and forget effortsIt’s critical that you remain vigilant to understand site traffic & eliminate errorsNew threats AND opportunities will materialize daily – your success will drive thatVendors like Yottaa are designed to ensure the right cost/benefit to manage traffic
@yottaa #WebPerf
Step Two
Develop a Mobile Plan
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– Response Web Design– Dynamic Content– Mobile Redirects
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RWD Your site works well on every device
Advantages Disadvantages
No duplicate content maintains rankings Requires additional code re-working
One URL means no mobile crawlers Can’t differentiate mobile content
Max link value. No risk of split link value Could affect usability/CRO
No redirects = low latency & fewer errors New code may affect rankings
Tips for Chrome Users
Most people know about Developer Tools…but may not know how to use them.
2 useful browser plugins anyone can use:
User Agent SwitcherWeb Developer Plugin
@yottaa #WebPerf
Responsive Not.
Few major sites implement RWD
About.comBoston GlobeLycosMicrosoftNorwegian BroadcastingOpera CommunityStarbucksTimeW3.orgWorld Wildlife Fund
A Book ApartBurtonCocosaCurrysFolksyNuts.comSkinny TiesTommy HilfigerUnited Pixel WorkersVisual Supply Co@yottaa #WebPerf
Dynamic Content better for UX, CPO
Advantages Disadvantages
One URL for max inbound link value
Potential CDN caching issues
Content optimized & targeted for mobile
Setup can be difficult/tricky
One URL means no content duplication
@yottaa #WebPerf
Mobile URL Redirect
Advantages Disadvantages
Enables mobile-optimized content Split mobile/main link value
m. subdomains synonymous with mobile
Large investment to implement redirects
Could affect usability/CRO
Various mobile implementations complex
Tips for Redirects
Most frameworks and platforms will provide tools to make redirects close to effortless
2 examples that implement & test redirects:
Wordpress RedirectionRedirect Path Chrome Extension
”The optimal number of redirects for mobile is exactly zero." @igrigorik
@yottaa #WebPerf
Which solution is right for you?
Do you have the time, capital, and skill for RWD? Responsive Web Design is difficult and time-consuming (addons.mozilla.org)Standards are still forming (Element Query Polyfill)Tools like Yottaa Site Optimizer speed & simplify dynamic content, redirects, more
Remember that mobile bandwidth is variableLast mile network connectivity and speed will vary greatlyLocal storage and processing power is also highly variableTools like Yottaa Site Optimizer decrease bandwidth and optimize delivery
Realize that mobile browsers provide less feedbackPerception of speed is at least 15% slower than realityDevelopers have fewer tools to provide users with feedbackTools like Yottaa provide specific testing, monitoring and optimizations for mobile
@yottaa #WebPerf
Step Three
Optimize Images & Assets
@yottaa #WebPerf
Image-ine that…
20%
4%
5%
70%
1%
Average Bytes per Page by Content Type on Mobile
ScriptsStylesheetsHTMLImagesOther
@yottaa #WebPerf
26% smaller than PNG 25-34% smaller than JPEGNo planned Firefox support
SVGs are resolution independent…but much heavier than PNGs
Progressive JPEG enables faster perceived loadDrop 75%! Try 2x display size w/high compressionLossy/Lossless optimizations like ImageOptim-CLI
Can you spot the difference?
@yottaa #WebPerf
Which solution is right for you?
Do you have the time, capital, and skill for DIY? You have free tools to identify problem images (PNGCrush, OptiPNG, jpegtran)Techniques are varied, and require skill to apply correctlyTools like Yottaa Site Optimizer automatically cache, optimize and serve images
Remember that mobile bandwidth is variableImages contend with other resources for bandwidthMobile devices are powerful, but still have less CPU/GPU horsepowerTools like Yottaa Site Optimizer apply lossy/lossless compression & right-size
Image optimization techniques are still evolvingWebP is a new standard that may be challenged (Firefox adoption)Progressive JPEG rendering is gaining in popularity, but browser support variesVendors like Yottaa are constantly evolving their offerings to add the latest techniques
@yottaa #WebPerf
@yottaa #WebPerf
Never do what a tool can do for youDon’t blindly trust toolsObsessively monitor to understand your progress
The Essential Toolkit
Benchmark Performance: Web Page Test (WPT)How fast is my site?What do my visitors see?Which assets are slowing me down?
Monitoring Solution: Yottaa Site MonitorHow am I currently operating?What trends can I determine?Which aspects of my infrastructure or traffic should I address?
WPO solution(s): Yottaa Site OptimizerHow can my current implementation be optimized?What custom optimizations should I implement?Which assets or traffic sources require more or immediate attention?
@yottaa #WebPerf
Thank You!
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