The hidden cost of performance marketing

The hidden cost of performance marketing

22725c2d3eb331146549bf0d5d3c050c?s=128

stefan judis

April 20, 2016
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    made responses ~20KB smaller `Explore Photos` impressions increased over 3%

    http://engineering.instagram.com/posts/193415561023919/performance-&-usage-at-Instagram
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    Performance Marketing / Digital Marketing Digital marketing is an umbrella

    term for the targeted, measurable, and interactive marketing of products or services using digital technologies to reach and convert leads into customers […]. “ ”
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    Global variables : Range 61 - 875 Median: 147 Included

    3rd Party domains : Range 4 - 69 Median: 31
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    window.axel // “0.8424808841664344” window.setCookie // undefined window.setCookieTwo // undefined window.setCookieThree

    // undefined window.setCookieFour // undefined window.zufallsZahl // 0 window.FS, window.ga, window.fa, window.i, window.FB, window.at, window.tmp, window.wt, ... Be aware of collisions!
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    If you run the site using them [3rd parties], you´re

    responsible for them when they go wrong! “ ” Troy Hunt Developer Security, Microsoft
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    Make everything as small as possible https://docs.google.com/spreadsheets/d/1zAVk6EMfFD39m8SRhqarOjbBlVqDRdDuTpSw3GihP3M/edit?usp=sharing Average Page Weight

    1560 KB 365 KB Sites with 3rd Parties failing on GZIP compression 26% No GZIP compression - 74% Sites with 3rd Parties failing on JS minification 53% No JS minification - 47% Talk to your vendors
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    Critical render path Get something meaningful on the screen as

    quickly as possible Network Server Response Time Frontend
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    80-90% of the end-user response time is spent on the

    frontend. Steve Souders Performance Engineer at Google, Yahoo & Fastly “ ”
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    <html> <head> <meta charset="utf-8"> <script src=“https://error-track.com”></script> <title>The hidden cost</title> <link

    rel="stylesheet" href="style.css"> <script src=“https://3rd.com/script.js”></script> <link rel="stylesheet" href=“https://3rd.com/style.css“> <meta name="description" content=“Foo Bar Baz”> <script src=“https://ab-testing.com/script.js”></script> </head> <body> <!-- our content here --> </body> </html>
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    <html> <head> <meta charset="utf-8"> <script src=“https://error-track.com”></script> <title>The hidden cost</title> <link

    rel="stylesheet" href="style.css"> <script src=“https://3rd.com/script.js”></script> <link rel="stylesheet" href=“https://3rd.com/style.css“> <meta name="description" content=“Foo Bar Baz”> <script src=“https://ab-testing.com/script.js”></script> </head> <body> <!-- our content here —> </body> </html> Critical blocking resources
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    Without blocking script Start render 2.2s With blocking script Start

    render 3.1s Evaluate ROI of render blocking resources
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    1-second page delay equals a 7% loss in conversions The

    Performance of Web Applications Customers are Won or Lost in One Second - Aberdeen Group -
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    If you try to convince somebody that contents are worth

    their time you don`t want a loading bar to get in their way. Anand Varma Photographer, National Geographic “ ”
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    global variables XSS page weight number of requests page load

    time SPOF start render avoidable reflows Sum up