understand and overcome mobile web performance challenges
DESCRIPTION
I presented together with Adrian Mendoza, Co-founder of Marlin Mobile to provide guidance on how to improve the performance of your mobile site. People who watched the presentation: * Learned about the performance pitfalls of mobile sites * Found out how to gain insight into desktop and mobile site performance, including how to get details on particular devices, carriers and locations. * Gained useful tips to improve page load times and multi-device user experiences. * Plus, learned the value of performance measurement tools like Marlin Mobile, a solution built specifically for mobile sites, and Yottaa, a cloud platform that drives user engagement to increase conversions and revenue. By measuring performance on real devices in the wild, users get the details they need to diagnose a slow mobile site and to fix it.TRANSCRIPT
www.yottaa.com | www.marlinmobile.com
Understand and Overcome!Mobile Web Performance
www.yottaa.com | www.marlinmobile.com 2#mobileweb @yottaa @marlinmobile
Your Presenters
Ari WeilVP of Products, Yottaa@aweil
Adrian MendozaCo-founder, Marlin Mobile@marlinUX
www.yottaa.com | www.marlinmobile.com 3
Agenda
#mobileweb @yottaa @marlinmobile
Mobile: much ado about...what exactly?Smaller is only the beginningOptimization best practicesOvercome and winQ&A
www.yottaa.com | www.marlinmobile.com 4
20% of electronics purchases using mobile35% of mobile visitors prefer www to m.site80% of mobile revenue from full site browsing
#mobileweb @yottaa @marlinmobile
Why is everyone so focused on mobile?
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Mobile traffic - it’s just the tip of the iceberg
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0.7 Billion
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Plus, it’s a part of virtually every transaction
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So you see, this “small” problem can be BIG
51% say websites hard to navigate & use
46% say product images are too small
41% are concerned about security26% feel that checkout is frustrating
www.yottaa.com | www.marlinmobile.com 8#mobileweb @yottaa @marlinmobile
And when you get it wrong, you lose…BIG
64%OF SMARTPHONE USERS EXPECT PAGES TO LOAD IN
UNDER 4s
$1BnAPPAREL &ACCESSORIESPURCHASES
in Q113
71%Of all retail transactions
SMARTPHONEUSERS SHOPVIA MOBILE
48%
Expect mobile to be fasterthan desktop
85%Will go to a competitorto transact
42%Will neverreturn toyour site
29%
www.yottaa.com | www.marlinmobile.com 9#mobileweb @yottaa @marlinmobile
Don’t be that business
that if they arrive on a business site that isn't working well on mobile, they take it as an indication of the
48% of users saybusiness simply does not care.
www.yottaa.com | www.marlinmobile.com
Smaller is only the beginning.
www.yottaa.com | www.marlinmobile.com 11#mobileweb @yottaa @marlinmobile
Know the mobile ecosystem
This is your mobile experience now…
…its complicated
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And what goes into loading a web page
Images
Javascript
Via HTTPArchive, May ‘13-’14
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Now consider the average eCommerce page
#mobileweb @yottaa @marlinmobile
Trust Icons
High-Res Images
Long-scrolling pages
Social Media
Dynamic Content
In Addition:• A/B Tests• Analytic tracking• Beacons• Chat• Personalization• Pixels• RWD w/out RESS
Visitors expect fast, flawless
experiences on any device
Marketing needs social media and other tags to engage visitors
IT needs control to ensure speed, scalability and security
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Cannot impact 3rd party dynamic content like social
media or ads
CONTENT DELIVERY NETWORKS
#mobileweb @yottaa @marlinmobile
Reality: ever-growing content and complexityPA
GE LO
AD T
IME IT EFFORT & TIM
E
SITE LAUNCH ONGOING MAINTENANCE AND USER ENGAGEMENT EFFORTS
UPDATE CONTENT & IMAGES
ADD SOCIAL MEDIA WIDGETS
ADD REAL TIME PERSONALIZATION
A/B TEST PAGE CONTENT
Hiding components cannot keep pace with ongoing User & Marketing needs
Cannot control page load behavior, content
priority
FRONTEND OPTIMIZATION
Manual effort for every content change
DO IT YOURSELF
www.yottaa.com | www.marlinmobile.com
Optimization best practices.
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Implement Responsive Web Design
#mobileweb @yottaa @marlinmobile
Advantages Disadvantages
Most consistent user experience possible Requires additional code re-working
No duplicate content maintains rankings Difficult to differentiate mobile content
Max link value. No risk of split link value Could affect usability/CRO
No redirects = low latency & fewer errors New code may affect rankings
www.yottaa.com | www.marlinmobile.com 17
Responsive Web Design Dirty Little Secret
#mobileweb @yottaa @marlinmobile
ALL websites are exactly the same in page size and requests!
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Little r – presentation mostly– Fluid, flexible layout– Media queries– Responsive imagesBig R– Dynamic serving
BOTH are better than
#mobileweb @yottaa @marlinmobile
The difference between little r and big R
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Fact: Reducing Page Weight/Requests Works
increased performance by
68%by reducing
HTTP requestssmall page-
1.5s
big page – 4.7s
www.yottaa.com | www.marlinmobile.com 20
Desktop: 78 requests, 5.1sec load time
Mobile: 38 requests, 20.8sec load time
#mobileweb @yottaa @marlinmobile
Reduce requests
Still loading…
So what went wrong?
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Fact: Mobile behaves differently
Example:parallelizing requests HURTS mobile experience
22#mobileweb @yottaa @marlinmobile www.yottaa.com | www.marlinmobile.com
Myth #1: A CDN solves everything
Example:Cloud storage being used for image assets
23#mobileweb @yottaa @marlinmobile www.yottaa.com | www.marlinmobile.com
Myth #2: Design for First Paint is enough
Time to First Paint:5 seconds
Your users radio stays on for an additional 12 seconds burning their battery.
24#mobileweb @yottaa @marlinmobile www.yottaa.com | www.marlinmobile.com
Myth #3: Delay-loading 3rd party assets wins
Example:analytics tag keeps the page from completely loading
Time to First Paint:5 seconds
www.yottaa.com | www.marlinmobile.com
Overcome and win.
www.yottaa.com | www.marlinmobile.com 26#mobileweb @yottaa @marlinmobile
Optimizations that work (but…TNSTAAFL)
Treats Middle mile geographic latencyGood for Individual assets, streaming mediaChallenges
Visitor contextRelated assetsVersioningCD
NTreats Content weight, round tripsGood for Efficient asset delivery, renderingChallenges
Visitor contextDevice capabilitiesOngoing care & feedingFE
O
www.yottaa.com | www.marlinmobile.com 27#mobileweb @yottaa @marlinmobile
Yottaa: holistic site optimization service
See business results before you buywww.yottaa.com/prove-it
40% FASTERInstantON AppSequencing
MORE CONTROLContextIntelligence
DEEP INSIGHT
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Marlin Mobile: Monitor your mobile web
Get insights from REAL mobile devicesSee your REAL customer view on mobileSign up for a free account – marlinmobile.com/free
Get insight and data on your ENTIRE mobile ecosystem.
THANK YOU
#mobileweb @yottaa @marlinmobile www.yottaa.com | www.marlinmobile.com 29