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Improving UX Through Front End Performance dyn.com/webperf for slides, links and extra stuff or follow @laraswanson Lara Swanson, User Experience Manager at

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@laraswanson flickr.com/photos/walkingsf/5112926909/

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@laraswanson #webperf is kind of a big deal.

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@laraswanson Adding 500ms decreased Google traffic and ad revenues by 20%. source: websiteoptimization.com

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@laraswanson Every additional 100ms decreased Amazon sales by 1%. source: websiteoptimization.com

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@laraswanson Google Maps reduced their home page size. 10% more traffic the first week 25% in the following 3 weeks source: websiteoptimization.com

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@laraswanson Users expect 2 seconds. source: gomez.com

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@laraswanson After 3 seconds 40% will abandon your site. source: gomez.com

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@laraswanson DoubleClick: one client-side redirect 12% increase in click-through rate source: doubleclickadvertisers.blogspot.com

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@laraswanson 75% of shoppers who experience an issue will not buy from that site. source: akamai.com

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@laraswanson >56% of shoppers left for a competitor’s site rather than suffer delays. source: gomez.com

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@laraswanson source: OnDevice Research 70% 59% 57% 55% 54% 50% 44% 32% 30% 25% 22% 19% Egypt India South Africa Ghana Kenya Nigeria Indonesia Thailand China US UK Russia Mobile-­‐only  Internet  Users

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@laraswanson A cellular device has to establish a radio channel before it can send/get data. more at Taming the Mobile Beast

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@laraswanson Mobile is only a little bit faster than old dialup connections. more at Taming the Mobile Beast Desktop Wifi Mobile Network 50ms 344ms Desktop Wifi Mobile Network 5mbps 1.6mbps Round Trip Time Downlink Throughput

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@laraswanson We have not designed for mobile.

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@laraswanson

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@laraswanson A good user experience is intuitive and fast.

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@laraswanson Fast page load time builds trust in your website.

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@laraswanson We need commitment to performance. Designers, Developers and Clients.

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@laraswanson Website performance starts with design. lots more at nathanleighdavis.com

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@laraswanson performance + beauty = overall user experience

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@laraswanson impact on page speed vs. impact on conversion rate

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@laraswanson Question design decisions with performance in mind.

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@laraswanson Test it.

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@laraswanson Test it. A/B Manual

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@laraswanson A/B Manual Test it.

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Benchmarking

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@laraswanson PageSpeed (online and browser add-on)

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@laraswanson YSlow

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@laraswanson WebPageTest.org

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@laraswanson tools.pingdom.com

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@laraswanson tools.pingdom.com

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@laraswanson Clean Your HTML and CSS

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@laraswanson Bloated HTML leads to bloated CSS, and vice versa. HTML CSS stylesheet images File size before cleanup File size after cleanup

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@laraswanson

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@laraswanson

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@laraswanson HTML: Rename unsemantic elements

HTML .clearfix p.blue { } CSS

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@laraswanson HTML: Rename unsemantic elements

HTML .clearfix p.blue { } CSS

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@laraswanson HTML: Rename unsemantic elements

HTML .clearfix p.blue { } CSS

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@laraswanson HTML: Rename unsemantic elements

HTML .clearfix p.blue { } CSS

⇢CSS: Remove inefficient selectors

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@laraswanson HTML: Rename unsemantic elements

HTML .clearfix p.blue { } CSS

⇢CSS: Remove inefficient selectors #login h2 { }

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@laraswanson HTML: Remove unnecessary elements (divitis)
HTML .content { margin: 0 auto; } .sidebar { float: right; } .login { width: 200px; } CSS

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@laraswanson HTML: Remove unnecessary elements (divitis)
HTML .content { margin: 0 auto; } .sidebar { float: right; } .login { width: 200px; } CSS

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@laraswanson HTML: Remove unnecessary elements (divitis)
HTML .content { margin: 0 auto; } .sidebar { float: right; } .login { width: 200px; } CSS

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@laraswanson HTML: Remove unnecessary elements (divitis)
HTML .content { margin: 0 auto; } .sidebar { float: right; } .login { width: 200px; } CSS
⇢CSS: Remove unused styles

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@laraswanson HTML: Remove unnecessary elements (divitis)
HTML .content { margin: 0 auto; } .sidebar { float: right; } .login { width: 200px; } CSS
⇢CSS: Remove unused styles .content { margin: 0 auto; } .login { float: right; width: 200px; }

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@laraswanson HTML: Create repurposable code

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.post { } .article { } .headline { } .article h2 { } .byline { } .subtitle { } HTML CSS

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@laraswanson HTML: Create repurposable code ⇢CSS: Combine/condense styles .post { } .article { } .headline { } .article h2 { } .byline { } .subtitle { } HTML CSS

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@laraswanson HTML: Create repurposable code ⇢CSS: Combine/condense styles HTML CSS

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.post { } .article { } .headline { } .article h2 { } .byline { } .subtitle { } .post, .article { } .headline, .article h2 { } .byline, .subtitle { }

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@laraswanson HTML: Create repurposable code ⇢CSS: Combine/condense styles HTML CSS

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.post { } .article { } .headline { } .article h2 { } .byline { } .subtitle { } .post, .article { } .headline, .article h2 { } .byline, .subtitle { }

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@laraswanson HTML: Create repurposable code ⇢CSS: Combine/condense styles HTML CSS

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.post, .article { } .headline, .article h2 { } .byline, .subtitle { } .post { } .article { } .headline { } .article h2 { } .byline { } .subtitle { }

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@laraswanson HTML: Create repurposable code ⇢CSS: Combine/condense styles .post, .article { } .headline, .article h2 { } .byline, .subtitle { } HTML CSS

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.post { } .article { } .headline { } .article h2 { } .byline { } .subtitle { }

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@laraswanson HTML: Create repurposable code ⇢CSS: Combine/condense styles HTML CSS

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.post { } .article { } .headline { } .article h2 { } .byline { } .subtitle { } .article { } .article h2 { } .byline { }

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@laraswanson Optimize Your Images

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@laraswanson Create one sprite for repeating backgrounds.

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@laraswanson Create one sprite for no-repeat backgrounds.

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@laraswanson even more info: css-tricks.com/css-sprites/

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@laraswanson Regenerate images using the right format (PNG-8, PNG-24, or JPG) and optimize them.

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@laraswanson Spriting increased total home page size by 60K Decreased requests by 21% Cut home page load time by 35%

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@laraswanson Use CSS3 gradients instead of a repeating background image. Case Study • Added 2.7% CSS file size • Saved 22% requests • Saved 2.8% page load time h1p://www.colorzilla.com/gradient-­‐editor/

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@laraswanson Original New Improvement CSS 11.8K (gzipped) 7.2K (gzipped) 39% Images 121.5K 63.85K 47.4% Requests 22 9 59% Page Speed grade 95% 99% 4.2% Time to fully load 3.550s 1.569s 55.8% (full details at dyn.com)

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@laraswanson Optimize Your Requests

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@laraswanson The number of parallel connections varies greatly across mobile browsers. from Taming the Mobile Beast

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@laraswanson Only serve content when it’s needed.

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@laraswanson Minify Javascript and CSS.

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@laraswanson Load JavaScript asynchronously.

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@laraswanson Limit third-party scripts. Load them asynchronously.

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@laraswanson

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@laraswanson

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@laraswanson Learn best practices: writegoodcode.com

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@laraswanson We created a baseline test page. We performance tested poorly- crafted HTML, CSS, and images against it.

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@laraswanson Using @import added +7.6% load time Using inefficient CSS selectors: +5.5% Adding 10kb of extra HTML: +4.8% (See them all: writegoodcode.com)

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@laraswanson Convince Clients

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@laraswanson There will be extra development time ($$$) now. Why?

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@laraswanson A better user experience leads to better conversion rates

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@laraswanson A better user experience leads to brand trust

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@laraswanson A better user experience leads to visitors choosing you over a competitor

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@laraswanson A better user experience leads to more returning visitors

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@laraswanson As an industry, we need to focus on the end user.

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dyn.com/webperf for more info and tools @laraswanson Scalable Stylesheets - 3pm today in Room 308 Beginner's Guide to Performance - 9am tomorrow in Room 310 The Fight Against Divitis - 9am tomorrow in Room 307