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Why Web Performance Matters [SmashingConf Meets for Speed]

Why Web Performance Matters [SmashingConf Meets for Speed]

We talk a lot about web performance, but a lot of these conversations come from a purely technical perspective. Most people have a gut feeling that performance is important, but exactly what influence it has on your users and your business is often overlooked. In this talk I shared at Smashing Conference's 'Meets for Speed', I share why our need for fast online experiences is hard-wired, and how slow performance hurts your users and your business.

Tammy Everts

October 06, 2021

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  1. People in rural areas People in Indigenous communities People with

    lower incomes Children Seniors People with accessibility challenges People in developing countries
  2. “Oh… pity the hyper-impatient web generation. Such busy lives with

    so many important things to do — like post the latest drivel onto their Facebook pages or download the YouTube viral video of the day. Oops, sorry — of the minute.” Reader comment “For Impatient Web Users, an Eye Blink Is Too Long to Wait” The New York Times
  3. 1 out of 3 homes in the US do not

    have broadband access. (25 Mbps down and 3 Mbps up) Federal Communications Commission, 2020 @tameverts
  4. “I grew up with our community being under constant boil

    water advisories, and I wasn’t able to safely drink water out of the tap until just a few years ago. High-speed internet feels equally life changing.” Chief Willie Sellars, 2020
  5. Page jank affects people with motor skill challenges (esp. on

    mobile). Assistive technology (e.g., screenreaders) may not work until the DOM fully loads. JavaScript can block assistive tech. @marcysutton
  6. Users aged 65 and older are 43% slower at using

    websites than users aged 21-55. nngroup.com/articles/usability-for-senior-citizens/
  7. The average web user believes they waste two days a

    year waiting for pages to load.
  8. “Web stress” When apps or sites are slow, we work

    50% harder to stay on task. CA Technologies, 2011 @tameverts
  9. ❑ bounce rate ❑ cart size ❑ conversions ❑ revenue

    ❑ time on site ❑ page views ❑ SEO ❑ brand perception ❑ user retention ❑ competitors
  10. Every 1 second of load time improvement equaled a 2%

    conversion rate increase for Walmart Staples shaved 1 second from median load time, improved conversion rate by 10% Fanatics cut median load times by 2 seconds, almost doubled mobile conversions @tameverts
  11. SEO

  12. Good pages rank slightly (1%) better than average. Slow pages

    rank significantly (3.7%) worse. sistrix.com/blog/core-web-vitals-is-a-measurable-ranking-factor/ @tameverts
  13. Between the ages of 25 and 60, our ability to

    use the web declines by 0.8% a year