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0.6 seconds is the new slow

0.6 seconds is the new slow

Slow sites frustrate consumers. Frustration costs money. To delight your audience, beat competitors, and please Google, your site will need to load in under a second. Web performance is no longer an art, but a science. You have 600 milliseconds; how will you spend them?

Jono Alderson

April 15, 2022
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  1. @jonoalderson
    0.6 seconds is the new slow

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  2. @jonoalderson
    Hello!

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  3. @jonoalderson
    WARNING!

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  4. @jonoalderson
    Users expect fast

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  5. @jonoalderson
    Delays of over 3 seconds can lead
    to over 40% abandonment
    Google, 2016, via http:/
    /bit.ly/2OBDJGq

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  6. @jonoalderson
    Wired Magazine, 2014
    47% of people expect a site to
    load in less than 2 seconds

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  7. @jonoalderson
    20% of users abandon their cart
    if the transaction process is too
    slow
    Radware, 2014, http:/
    /bit.ly/2weioeS

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  8. @jonoalderson
    Baqend, 2018, http:/
    /bit.ly/2MA4nSZ

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  9. @jonoalderson
    Time is money

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  10. @jonoalderson
    Think with Google, http:/
    /bit.ly/2N3BXRz

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  11. @jonoalderson
    So, how well are we performing?

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  12. @jonoalderson
    We suck

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  13. @jonoalderson
    Industry USA UK Germany Japan
    Automotive 9.5 12.3 11.0 10.3
    Business & Industrial Markets 8.7 8.3 8.2 8.1
    Classifieds & Local 7.9 8.3 7.0 8.3
    Finance 8.3 8.0 8.6 7.6
    Media & Entertainment 9.0 8.8 7.6 8.4
    Retail 9.8 10.3 10.3 8.3
    Technology 11.3 10.6 8.8 10.0
    Travel 10.1 10.9 7.1 8.2
    MachMetrics, 2018, http:/
    /bit.ly/2PiFzgK
    Seconds to “visually loaded” on a 3g connection

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  14. @jonoalderson
    But not for long...

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  15. @jonoalderson

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  16. @jonoalderson
    Google Webmaster Blog, 2018, http:/
    /bit.ly/2wggdHs

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  17. @jonoalderson
    Google Webmaster Blog, 2018, http:/
    /bit.ly/2wggdHs

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  18. @jonoalderson
    “Speed underpins
    user experience”

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  19. @jonoalderson
    User experience is the biggest
    ranking factor*

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  20. @jonoalderson
    And for Google, speed = efficiency

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  21. @jonoalderson
    User
    experience
    Crawl
    efficiency
    Speed

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  22. @jonoalderson

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  23. @jonoalderson

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  24. @jonoalderson

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  25. @jonoalderson
    So, efficiency speed
    improvements will continue to
    drive revenue

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  26. @jonoalderson
    So, if you wait until your
    competitors are faster than you,
    you’ll be too late

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  27. @jonoalderson
    And as sites get faster,
    slow is going to feel slower

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  28. @jonoalderson
    “So, what do we need to do?”

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  29. @jonoalderson
    HINT: It’s not a big web
    (re)development project

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  30. @jonoalderson
    “We have a big site redevelopment
    process in the works, scheduled for
    Summer 2019”

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  31. @jonoalderson
    “We have a big site redevelopment
    process in the works, scheduled for
    Summer 2019”
    No
    No

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  32. @jonoalderson
    You win by a thousand tweaks

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  33. @jonoalderson
    Now, and every day, forever

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  34. @jonoalderson
    Make bits of it FASTER

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  35. @jonoalderson
    But what does that mean?
    And where do you start?

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  36. @jonoalderson
    There are two truths

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  37. @jonoalderson
    [1]
    There’s no such thing as speed.

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  38. @jonoalderson
    How do you measure ‘speed’?

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  39. @jonoalderson
    “The time how long it takes for
    a page to finish loading”

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  40. @jonoalderson
    But, what does that mean?

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  41. @jonoalderson
    What if the server responds
    quickly, but then it takes ages to
    show the content?

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  42. @jonoalderson
    What if the page has
    components which only load
    when you interact, or scroll?
    Are they “finished”?

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  43. @jonoalderson
    We need better definitions

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  44. @jonoalderson
    Most stock metrics from speed
    check + optimisation tools suck

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  45. @jonoalderson
    Pingdom, Website speed test, https:/
    /tools.pingdom.com/

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  46. @jonoalderson
    Pingdom, Website speed test, https:/
    /tools.pingdom.com/
    Doesn’t actually
    measure

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  47. @jonoalderson
    Pingdom, Website speed test, https:/
    /tools.pingdom.com/
    At that point in time, for
    that URL, for that config,
    from that location
    Doesn’t actually
    measure

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  48. @jonoalderson
    Pingdom, Website speed test, https:/
    /tools.pingdom.com/
    Relative to other
    people testing
    their homepages
    At that point in time, for
    that URL, for that config,
    from that location
    Doesn’t actually
    measure

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  49. @jonoalderson
    Load fewer, smaller things, duh
    Pingdom, Website speed test, https:/
    /tools.pingdom.com/
    Relative to other
    people testing
    their homepages
    At that point in time, for
    that URL, for that config,
    from that location
    Doesn’t actually
    measure

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  50. @jonoalderson
    GTMetrix, https:/
    /gtmetrix.com/

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  51. @jonoalderson
    GTMetrix, https:/
    /gtmetrix.com/

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  52. @jonoalderson
    GTMetrix, https:/
    /gtmetrix.com/

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  53. @jonoalderson
    Silly!
    GTMetrix, https:/
    /gtmetrix.com/

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  54. @jonoalderson
    Google Analytics

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  55. @jonoalderson
    Google Analytics

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  56. @jonoalderson
    Google PageSpeed Insights, http:/
    /bit.ly/2BxHcEw

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  57. @jonoalderson
    !!!
    “First
    contentful
    paint”
    Google PageSpeed Insights, http:/
    /bit.ly/2BxHcEw

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  58. @jonoalderson
    Google PageSpeed Insights, http:/
    /bit.ly/2LbGw7j

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  59. @jonoalderson
    “How quickly can we show
    something interesting?”

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  60. @jonoalderson
    Let’s grab an example

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  61. @jonoalderson

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  62. @jonoalderson
    Nav
    interactivity
    Fonts
    Personalised /
    account stuff
    Share buttons
    Author
    images
    Comments, related
    posts, all sorts!
    Video
    Big image
    Tons of CSS
    jQuery(!)

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  63. @jonoalderson

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  64. @jonoalderson
    Lazy video
    placeholder
    Skeleton
    container
    for image
    Stopped these
    assets from
    loading on the
    initial page load
    Personalised /
    account stuff
    via ajax
    Nav
    interactivity
    loads later
    Prioritise
    font loading

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  65. @jonoalderson
    [Things we’re obsessing about]
    ● Lazy loading
    ● Bytes transferred
    ● Complexity of DOM, CSS and JS
    ● Painting, layout and layering
    ● Colours, details, icons

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  66. @jonoalderson
    Site looks & feels faster :)

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  67. @jonoalderson
    Scores didn’t change much :(

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  68. @jonoalderson
    Don’t optimise for scores.
    Just make it faster.

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  69. @jonoalderson
    [2]
    The only thing which matters is
    the perception of speed.

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  70. @jonoalderson
    Google, Lighthouse docs, http:/
    /bit.ly/2PvhraI

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  71. @jonoalderson
    However, there’s one
    golden moment...

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  72. @jonoalderson
    Google, Lighthouse docs, http:/
    /bit.ly/2PvhraI

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  73. @jonoalderson
    “How quickly can we make it
    feel ready?”

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  74. @jonoalderson
    Perceived speed is hard to quantify!

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  75. @jonoalderson
    And there are lots of
    moving parts.

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  76. @jonoalderson

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  77. @jonoalderson

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  78. @jonoalderson
    Service workers

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  79. @jonoalderson
    Service workers
    After load

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  80. @jonoalderson
    Scary?

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  81. @jonoalderson
    Performance optimisation is no
    longer an art. It’s a science.

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  82. @jonoalderson
    Every site in the world
    can load in <1s.

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  83. @jonoalderson
    You just need to
    follow the rules.

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  84. @jonoalderson
    Google PageSpeed Insights, http:/
    /bit.ly/2MhP9lT

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  85. @jonoalderson
    Google PageSpeed Insights, http:/
    /bit.ly/2MhP9lT
    The internet, the
    speed of light

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  86. @jonoalderson
    Google PageSpeed Insights, http:/
    /bit.ly/2MhP9lT
    Hosting, servers,
    CDNs
    The internet, the
    speed of light

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  87. @jonoalderson
    Google PageSpeed Insights, http:/
    /bit.ly/2MhP9lT
    Hosting, servers,
    CDNs
    The internet, the
    speed of light
    CMS, plugins &
    extensions

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  88. @jonoalderson
    Google PageSpeed Insights, http:/
    /bit.ly/2MhP9lT
    Hosting, servers,
    CDNs
    HTML,
    CSS & JS
    The internet, the
    speed of light
    CMS, plugins &
    extensions

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  89. @jonoalderson
    Where do we start?

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  90. @jonoalderson
    Me, just now

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  91. @jonoalderson
    Just go and find the slow stuff.

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  92. @jonoalderson
    Use tools to spot problems

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  93. @jonoalderson
    Webpagetest

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  94. @jonoalderson
    Webpagetest

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  95. @jonoalderson
    Webpagetest

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  96. @jonoalderson
    Pingdom Website Speed Test, http:/
    /bit.ly/2MhP9lT

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  97. @jonoalderson
    Pingdom Website Speed Test, http:/
    /bit.ly/2MhP9lT

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  98. @jonoalderson

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  99. @jonoalderson
    So we refactored that file...
    1 dev, 1 day

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  100. @jonoalderson

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  101. @jonoalderson
    0.6 seconds

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  102. @jonoalderson
    Wow!

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  103. @jonoalderson
    However… I may not have been
    completely honest with you.

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  104. @jonoalderson

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  105. @jonoalderson

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  106. @jonoalderson

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  107. @jonoalderson
    0.6 seconds on a fast desktop wifi
    2.7 seconds on ‘fast 3g’ emulation
    slow!

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  108. @jonoalderson
    That’s a bit rubbish...

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  109. @jonoalderson
    We’re on a journey of 1,000 tweaks.
    There is no magic bullet.

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  110. @jonoalderson
    So what can you do, today?

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  111. @jonoalderson
    Here’s how you shortcut speed
    Some “quick” wins!

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  112. @jonoalderson
    0. Load less stuff
    1. Tidy up your CMS
    2. Bolt on a CDN (Cloudflare)
    3. Get good hosting
    4. Use a static page cache
    5. Optimise your resources
    6. Use AMP(?)

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  113. @jonoalderson
    0. Load less stuff

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  114. @jonoalderson
    ● Plugins, extensions and integrations
    ● Fonts
    ● JavaScript
    [BASICS]

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  115. @jonoalderson
    ● Lazy-loading resources
    ● Cross-domain resource reduction
    ● DNS & asset prefetch/preload
    [ADVANCED]

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  116. @jonoalderson
    Machmetrics, http:/
    /bit.ly/2wrfjYX

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  117. @jonoalderson
    1. Tidy up your CMS

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  118. @jonoalderson
    [BASICS]
    ● Use plugins, extensions and integrations to measure(!)

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  119. @jonoalderson

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  120. @jonoalderson
    2. Bolt on a CDN

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  121. @jonoalderson

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  122. @jonoalderson

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  123. @jonoalderson

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  124. @jonoalderson
    ● HTTP/2
    ● Server Push
    [ADVANCED]

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  125. @jonoalderson
    Tom Anthony, Distilled, http:/
    /bit.ly/2MhP9lT

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  126. @jonoalderson
    3. Get better hosting

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  127. @jonoalderson

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  128. @jonoalderson
    DIY sites (any size)
    Managed
    small-medium sites
    Large / enterprise
    sites

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  129. @jonoalderson
    4. Use a static page cache

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  130. @jonoalderson

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  131. @jonoalderson
    5. Optimise your resources

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  132. @jonoalderson

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  133. @jonoalderson
    ● Offload media to, e.g., Amazon S3
    ● Use an image CDN like Cloudinary or Imgix
    ● Modularise CSS and JavaScript
    [ADVANCED]

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  134. @jonoalderson
    Chrome Dev Tools, Coverage report

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  135. @jonoalderson
    6. Use Amp (?)

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  136. @jonoalderson

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  137. @jonoalderson

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  138. @jonoalderson
    This stuff makes a difference

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  139. @jonoalderson

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  140. @jonoalderson
    0.4 seconds

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  141. @jonoalderson
    0.4 seconds on a fast desktop wifi
    1.9 seconds on ‘fast 3g’ emulation
    Less slow!

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  142. @jonoalderson
    So, what’s still to do?

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  143. @jonoalderson
    Canonical AMP
    Automatic CSS
    tree shaking!

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  144. @jonoalderson
    PWAMP
    AMP Project, http:/
    /bit.ly/2wog8lN

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  145. @jonoalderson
    Post-load
    interaction
    improvements

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  146. @jonoalderson
    New ways of
    thinking
    about CSS
    Me, https:/
    /bit.ly/2D5Dlgy

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  147. @jonoalderson
    Emily Hayman, http:/
    /bit.ly/2MILD4c

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  148. @jonoalderson
    Resources

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  149. @jonoalderson
    Emily Grossman, SkyScanner, http:/
    /bit.ly/2wjnkzR

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  150. @jonoalderson
    Jon Henshaw, http:/
    /bit.ly/2wwy5xZ

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  151. @jonoalderson
    Bastian Grimm, Peak Ace, http:/
    /bit.ly/2wjnkzR

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  152. @jonoalderson

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  153. @jonoalderson
    Google Web Fundamentals, http:/
    /bit.ly/2wlVeUI

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  154. @jonoalderson
    Google Web Fundamentals, http:/
    /bit.ly/2wlVeUI

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  155. @jonoalderson
    AMP Project, http:/
    /bit.ly/2PhDKj1

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  156. @jonoalderson

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  157. @jonoalderson
    Thanks!

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