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A strategic view on website quality

A strategic view on website quality

If the quality of our websites determines how well they perform, then why are they all so terrible?

From start-ups to enterprises and everything in-between, organizations are allowing their slow, broken websites to cost them a fortune in missed opportunities. It's time to change that. Now we have the tools, metrics, processes and technologies to make our websites truly shine.

Cast off the shackles of your technical debt, your bureaucracy, and our collective acceptance that it's somehow okay to serve rubbish experiences to our audiences.

We can do better. We can make our websites perfect, delight our users, and beat our competitors to the finish line with just a few simple tricks.

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Jono Alderson

April 14, 2022
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  1. @jonoalderson We can do better than this

  2. @jonoalderson Nobody’s perfect

  3. @jonoalderson “With a 0.1s improvement in site speed, we observed

    that retail consumers spent almost 10% more ” “ Deloitte, 2020, via https://bit.ly/3FOa48A More studies at wpostats.com
  4. @jonoalderson “US consumers with vision loss have an estimated $175

    billion of disposable income.” Blindcanadians.ca (via CXL), 2015, via https://bit.ly/3I13ls5
  5. @jonoalderson “Across industries, the average landing page conversion rate was

    2.35%” WordStream, 2021, via https://bit.ly/3Gs5E7d
  6. @jonoalderson You’re competing for subconscious attention

  7. @jonoalderson So, how are we doing?

  8. @jonoalderson pingdom.com/blog/web-performance-top-100-e-commerce-sites-in-2018/

  9. @jonoalderson pingdom.com/blog/web-performance-top-100-e-commerce-sites-in-2018/

  10. @jonoalderson pingdom.com/blog/web-performance-top-100-e-commerce-sites-in-2018/ ?

  11. @jonoalderson gtmetrix.com/reports/www.gap.com/GHyVT3JE/

  12. @jonoalderson pingdom.com/blog/web-performance-top-100-e-commerce-sites-in-2018/ E ?

  13. @jonoalderson gtmetrix.com/reports/www.bestbuy.ca/vKFafNXt/

  14. @jonoalderson pingdom.com/blog/web-performance-top-100-e-commerce-sites-in-2018/ E F ?

  15. @jonoalderson gtmetrix.com/reports/www.underarmour.com/og5ejNdl/

  16. @jonoalderson pingdom.com/blog/web-performance-top-100-e-commerce-sites-in-2018/ E F D

  17. @jonoalderson What about all the clever, disruptive startups?

  18. @jonoalderson gtmetrix.com/reports/www.pactcoffee.com/KTZbj1ch/

  19. @jonoalderson gtmetrix.com/reports/impossiblefoods.com/DuUwiVDy/

  20. @jonoalderson gtmetrix.com/reports/purple.com/nZ9SjFSC/

  21. @jonoalderson What about the big players?

  22. @jonoalderson gtmetrix.com/reports/www.coca-cola.co.uk/wtj1N0DN/

  23. @jonoalderson gtmetrix.com/reports/www.gap.com/GHyVT3JE/

  24. @jonoalderson gtmetrix.com/reports/www.dell.com/CgWuTjut/

  25. @jonoalderson gtmetrix.com/reports/www.nvidia.com/zpIuWwPS/

  26. @jonoalderson gtmetrix.com/reports/www.vodafone.co.uk/mlxE9Fh7/

  27. @jonoalderson gtmetrix.com/reports/www.vodafone.co.uk/mlxE9Fh7/ web.dev/vodafone/

  28. @jonoalderson Most websites are imperfect bad

  29. @jonoalderson It’s almost always the same story

  30. @jonoalderson It’s easy to understand why

  31. @jonoalderson There is a solution.

  32. @jonoalderson web.dev/vitals/

  33. @jonoalderson web.dev/vitals-tools/

  34. @jonoalderson (on lab data vs field data)

  35. @jonoalderson web.dev/chrome-ux-report-data-studio-dashboard/

  36. @jonoalderson CWV fixes "It's hard to quantify"

  37. @jonoalderson (and provides motivation)

  38. @jonoalderson They even give specific recommendations

  39. @jonoalderson web.dev/optimize-vitals-lighthouse/

  40. @jonoalderson web.dev/patterns/web-vitals-patterns/

  41. @jonoalderson developers.google.com/web/fundamentals/design-and-ux/responsive/images

  42. @jonoalderson And workflows

  43. @jonoalderson web.dev/vitals-tools-workflow/

  44. @jonoalderson These are all solved problems

  45. @jonoalderson The (lack of) tools & docs aren’t the problem

  46. @jonoalderson Either they don’t know, or don’t care

  47. @jonoalderson CWV scores don’t just measure speed

  48. @jonoalderson Technical maturity

  49. @jonoalderson Resource allocation & budget

  50. @jonoalderson Competency & Capabilities

  51. @jonoalderson Priorities & politics

  52. @jonoalderson Trajectory & velocity

  53. @jonoalderson Why is this important?

  54. @jonoalderson CWV is a proxy for quality*

  55. @jonoalderson "The quality of your website determines how well it

    performs"
  56. @jonoalderson There’ll be new metrics

  57. @jonoalderson SEO, accessibility, general best practice & more

  58. @jonoalderson

  59. @jonoalderson

  60. @jonoalderson

  61. @jonoalderson ???

  62. @jonoalderson And the metrics & measurements evolve

  63. @jonoalderson Speed quality is important.

  64. @jonoalderson blog.google/products/search/overview-our-rater-guidelines-search/

  65. @jonoalderson So, what do we do?

  66. @jonoalderson Don’t aim for perfection

  67. @jonoalderson gtmetrix.com/reports/www.jonoalderson.com/p9qItDqQ/

  68. @jonoalderson gtmetrix.com/reports/yoast.com/rvkNGtO3/

  69. @jonoalderson If you have a team of performance experts

  70. @jonoalderson If you start from scratch

  71. @jonoalderson Or you have unlimited resources and timeframes

  72. @jonoalderson And if you can perfectly predict your future needs

  73. @jonoalderson And if you can keep it performant once you've

    created it
  74. @jonoalderson

  75. @jonoalderson You cannot make a perfect website

  76. @jonoalderson But you shouldn’t try to.

  77. @jonoalderson Your strategy shouldn’t be hope

  78. @jonoalderson You cannot make a perfect website

  79. @jonoalderson Cheat Collaborate

  80. @jonoalderson How to get other people to make your website

    perfect for you
  81. @jonoalderson Operating system Publishing & optimization suite App store Telco

    infrastructure (fibre, security, analytics)
  82. @jonoalderson Publishing & optimization suite App store Telco infrastructure (fibre,

    security, analytics) Operating system
  83. @jonoalderson But...

  84. @jonoalderson You need to get the basics right, before you

    chase the shinies
  85. @jonoalderson But… You can have your cake and eat it.

  86. @jonoalderson Publishing & optimization suite Telco infrastructure (fibre, security, analytics)

    App store Operating system
  87. @jonoalderson !?

  88. @jonoalderson amp.dev/documentation/components/

  89. @jonoalderson AMP is the best performance framework

  90. @jonoalderson

  91. @jonoalderson amp.dev

  92. @jonoalderson bentojs.dev

  93. @jonoalderson Publishing & optimization suite Telco infrastructure (fibre, security, analytics)

    App store Operating system
  94. @jonoalderson Pipelines and lego

  95. @jonoalderson

  96. @jonoalderson Telco infrastructure (fibre, security, analytics) Publishing & optimization suite

    App store Operating system
  97. @jonoalderson

  98. @jonoalderson

  99. @jonoalderson

  100. @jonoalderson Publishing & optimization suite Telco infrastructure (fibre, security, analytics)

    App store Operating system
  101. @jonoalderson Anticlimactic, eh?

  102. @jonoalderson pingdom.com/blog/web-performance-top-100-e-commerce-sites-in-2018/

  103. @jonoalderson “We can do this ourselves”

  104. @jonoalderson Stop trying to make a perfect website

  105. @jonoalderson Stop accepting that it’s normal for your website to

    be crappy
  106. @jonoalderson Get other people to make your website perfect for

    you
  107. @jonoalderson Telco infrastructure (fibre, security, analytics) Publishing & optimization suite

    App store Operating system
  108. @jonoalderson Check your CWV scores

  109. @jonoalderson Check your stack

  110. @jonoalderson Chase perfection

  111. @jonoalderson Get help Win

  112. @jonoalderson Thanks!