February 28, 2017
Effective Web Experiences Pt. 9: Performance

Website performance is something many marketers don't think about as much as they do design and content, but it is equally important to the user experience. Website performance looks at how fast your website loads and how quickly visitors can complete website transactions.

Page load times for desktop and mobile are critical and greatly affect the amount of traffic you receive, so they can't be ignored.

According to Aberdeen Group, Inc., "A 1 second delay in page-load times equals 11% fewer page views, a 16% decrease in customer satisfaction and a 7% decrease in conversion" 

Key Steps, Tips, and Best Practices

The following are tips you can use to analyze and fine-tune the performance of your website: 

Analyze current performance with tools such as Google's Mobile Analyzer and the Web Page Analyzer.

Evaluate the number of scripts your website loads up at the beginning. Reduce this as much as possible, or consider leaving third party scripts to load later.

Examine the size of your images and other content and rich media assets, optimizing them where possible.

Implement a caching strategy that caches content that doesn't change often.

Set up KPIs to measure the different performance requirements and monitor them regularly. Some KPIs include: Page load time, response to request time, mobile redirect time, page load time on mobile device, throughput, transaction completion rate.

Monitor KPIs related to user experience to determine if performance is a factor in any issues such as high bounce rates, completed tasks, time on site and others. 

"Nearly half of all visitors will leave a mobile site if the pages don't load within 3 seconds" - Think with Google

Resources to Learn More

There are many ways you can tweak and improve the performance of your website and mobile experience, we've only touched the surface in this blog. Although Performance comes as part nine of our series, it's something you need to think about right from the beginning as you design and improve your web experiences, so make sure you have a strong IT team that focuses on performance.

We are almost at the end of our series on effective web experiences. Stay in the loop by signing up for our newsletter; it's packed with great insights and best practices for digital experience management.

Posted by Dave Hillis
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