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
   

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2. @jonoalderson
   Nobody’s perfect
   

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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
   

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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
   

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5. @jonoalderson
   “Across industries, the average landing
   page conversion rate was 2.35%”
   WordStream, 2021, via https://bit.ly/3Gs5E7d
   

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6. @jonoalderson
   You’re competing for
   subconscious attention
   

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7. @jonoalderson
   So, how are we doing?
   

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

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

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

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

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

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

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

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

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

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

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

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

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

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21. @jonoalderson
    What about the
    big players?
    

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

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

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

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

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

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

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28. @jonoalderson
    Most websites are
    imperfect bad
    

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

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30. @jonoalderson
    It’s easy to
    understand why
    

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31. @jonoalderson
    There is a solution.
    

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32. @jonoalderson
    web.dev/vitals/
    

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

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

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

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

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37. @jonoalderson
    (and provides motivation)
    

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38. @jonoalderson
    They even give specific
    recommendations
    

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

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

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

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42. @jonoalderson
    And workflows
    

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

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44. @jonoalderson
    These are all
    solved problems
    

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

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

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

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48. @jonoalderson
    Technical
    maturity
    

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49. @jonoalderson
    Resource
    allocation
    & budget
    

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50. @jonoalderson
    Competency
    & Capabilities
    

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51. @jonoalderson
    Priorities &
    politics
    

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52. @jonoalderson
    Trajectory &
    velocity
    

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53. @jonoalderson
    Why is this
    important?
    

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54. @jonoalderson
    CWV is a
    proxy for quality*
    

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

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56. @jonoalderson
    There’ll be
    new metrics
    

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

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58. @jonoalderson
    

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59. @jonoalderson
    

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60. @jonoalderson
    

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61. @jonoalderson
    ???
    

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62. @jonoalderson
    And the metrics &
    measurements evolve
    

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63. @jonoalderson
    Speed quality is
    important.
    

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

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65. @jonoalderson
    So, what
    do we do?
    

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66. @jonoalderson
    Don’t aim for perfection
    

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

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

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

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70. @jonoalderson
    If you
    start from scratch
    

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71. @jonoalderson
    Or you have
    unlimited resources
    and timeframes
    

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

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

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74. @jonoalderson
    

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75. @jonoalderson
    You cannot make a
    perfect website
    

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

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77. @jonoalderson
    Your strategy
    shouldn’t be hope
    

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78. @jonoalderson
    You cannot make a
    perfect website
    

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79. @jonoalderson
    Cheat
    Collaborate
    

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

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

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

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83. @jonoalderson
    But...
    

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

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

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

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87. @jonoalderson
    !?
    

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

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89. @jonoalderson
    AMP is the best
    performance framework
    

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90. @jonoalderson
    

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91. @jonoalderson
    amp.dev
    

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92. @jonoalderson
    bentojs.dev
    

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

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94. @jonoalderson
    Pipelines and lego
    

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95. @jonoalderson
    

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

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97. @jonoalderson
    

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98. @jonoalderson
    

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99. @jonoalderson
    

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

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101. @jonoalderson
     Anticlimactic, eh?
     

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

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103. @jonoalderson
     “We can do this
     ourselves”
     

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104. @jonoalderson
     Stop trying to make a
     perfect website
     

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

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

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

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108. @jonoalderson
     Check your
     CWV scores
     

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109. @jonoalderson
     Check your stack
     

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110. @jonoalderson
     Chase perfection
     

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111. @jonoalderson
     Get help
     Win
     

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112. @jonoalderson
     Thanks!
     

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