A strategic view on website quality

@jonoalderson We can do better than this

@jonoalderson Nobody’s perfect

@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

@jonoalderson “US consumers with vision loss have an estimated $175
billion of disposable income.” Blindcanadians.ca (via CXL), 2015, via https://bit.ly/3I13ls5

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

@jonoalderson You’re competing for subconscious attention

@jonoalderson So, how are we doing?

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

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

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

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

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

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

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

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

@jonoalderson What about all the clever, disruptive startups?

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

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

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

@jonoalderson What about the big players?

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

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

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

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

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

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

@jonoalderson Most websites are imperfect bad

@jonoalderson It’s almost always the same story

@jonoalderson It’s easy to understand why

@jonoalderson There is a solution.

@jonoalderson web.dev/vitals/

@jonoalderson web.dev/vitals-tools/

@jonoalderson (on lab data vs ﬁeld data)

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

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

@jonoalderson (and provides motivation)

@jonoalderson They even give speciﬁc recommendations

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

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

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

@jonoalderson And workﬂows

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

@jonoalderson These are all solved problems

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

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

@jonoalderson CWV scores don’t just measure speed

@jonoalderson Technical maturity

@jonoalderson Resource allocation & budget

@jonoalderson Competency & Capabilities

@jonoalderson Priorities & politics

@jonoalderson Trajectory & velocity

@jonoalderson Why is this important?

@jonoalderson CWV is a proxy for quality*

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

@jonoalderson There’ll be new metrics

@jonoalderson SEO, accessibility, general best practice & more

@jonoalderson

@jonoalderson ???

@jonoalderson And the metrics & measurements evolve

@jonoalderson Speed quality is important.

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

@jonoalderson So, what do we do?

@jonoalderson Don’t aim for perfection

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

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

@jonoalderson If you have a team of performance experts

@jonoalderson If you start from scratch

@jonoalderson Or you have unlimited resources and timeframes

@jonoalderson And if you can perfectly predict your future needs

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

@jonoalderson

@jonoalderson You cannot make a perfect website

@jonoalderson But you shouldn’t try to.

@jonoalderson Your strategy shouldn’t be hope

@jonoalderson You cannot make a perfect website

@jonoalderson Cheat Collaborate

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

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

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

@jonoalderson But...

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

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

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

@jonoalderson !?

@jonoalderson amp.dev/documentation/components/

@jonoalderson AMP is the best performance framework

@jonoalderson

@jonoalderson amp.dev

@jonoalderson bentojs.dev

@jonoalderson Pipelines and lego

@jonoalderson

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

@jonoalderson

@jonoalderson Anticlimactic, eh?

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

@jonoalderson “We can do this ourselves”

@jonoalderson Stop trying to make a perfect website

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

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

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

@jonoalderson Check your CWV scores

@jonoalderson Check your stack

@jonoalderson Chase perfection

@jonoalderson Get help Win

@jonoalderson Thanks!

A strategic view on website quality

A strategic view on website quality

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