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.

Transcript

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!