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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. Why web performance matters
    (especially now)

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  2. speedcurve.com/benchmarks/

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  3. “Web performance”
    Is it loading?
    Can I use it?
    How does it feel?

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  4. wsj.com/articles/google-search-ramps-up-penalties-for-slow-annoying-websites-11628614350

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  5. 2016
    The internet is
    a basic human right.

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  6. Poor performance hurts
    a LOT of people.

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  7. People in rural areas
    People in Indigenous communities
    People with lower incomes
    Children
    Seniors
    People with accessibility challenges
    People in developing countries

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  8. “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

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  9. “Digital privilege”
    Websites are performant enough
    because they’re performant for you.

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  10. The internet isn’t fast
    for everyone.

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  11. That’s 15,000,000 people in the US alone.

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  12. 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

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  13. That’s 45,000,000 homes.
    And 12,000,000 children
    (many of whom are now learning remotely).

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  14. theverge.com/22177154/us-internet-speed-maps-competition-availability-fcc

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  15. “the homework gap”

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  16. 75% of Indigenous communities in Canada
    do not have access to broadband.
    @tameverts

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  17. Education
    Entrepreneurialism
    Social connection
    Governance
    Telemedicine

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  18. “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

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  19. We can’t fix our networks,
    but we can fix our pages.

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  20. 2198kb
    HTTP Archive, September 2021
    @tameverts

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  21. Big pages cost users.

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  22. Performance isn’t just
    about speed.

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  23. 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

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  24. Users aged 65 and older
    are 43% slower at using
    websites than users aged 21-55.
    nngroup.com/articles/usability-for-senior-citizens/

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  25. business
    behaviour
    brain

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  26. The average web user believes they waste
    two days a year waiting for pages to load.

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  27. Stoyan Stefanov, The Psychology of Speed

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  28. Nielsen Norman Group, 1993 & 2010
    @tameverts

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  29. “Web stress”
    When apps or sites are slow,
    we work 50% harder
    to stay on task.
    CA Technologies, 2011
    @tameverts

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  30. Radware, 2013
    Frustration peaks between 11.5 and 26%
    during browsing and checkout

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  31. “Phone rage”: How people react to slow mobile sites
    Tealeaf/Harris Interactive, 2011
    @tameverts

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  32. 46
    When do we start to interact with a page?
    Radware, 2014
    @tameverts

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  33. nicj.net/measuring-continuity/

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  34. nicj.net/measuring-continuity/

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  35. ❑ bounce rate
    ❑ cart size
    ❑ conversions
    ❑ revenue
    ❑ time on site
    ❑ page views
    ❑ SEO
    ❑ brand perception
    ❑ user retention
    ❑ competitors

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  36. WPOstat
    s.com

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  37. 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

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  38. Strangeloop, 2011
    @tameverts

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  39. Brand perception

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  40. fast
    slow
    @tameverts

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  41. wsj.com/articles/google-search-ramps-up-penalties-for-slow-annoying-websites-11628614350

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  42. 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

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  43. Again…
    why should you care?

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  44. Between the ages
    of 25 and 60,
    our ability to use the web
    declines by 0.8% a year

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  45. Vision
    Dexterity
    Working memory

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  46. Thanks!
    @tameverts

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