A surprising number of top-ranked retail sites are making the same three mistakes. These mistakes – ranging from unoptimized feature content to poorly placed call-to-action locations to inappropriate pop-up usage – are profoundly hurting load times and, ultimately, the user experience. Read the State of the Union: Ecommerce Page Speed & Web Performance Report http://www.radware.com/social/summer-sotu2014/ for more info on how websites are getting slower.

1. When Design Best Practices
Become Performance
Worst Practices
Tammy Everts
Shop.org Online Merchandising Workshop
July 21-23, 2014

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Performance matters.

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Radware SOTU for ecommerce performance
Every quarter since 2010
Home pages for top 100 & top 500 retail sites
Real-world performance over a DSL connection
Measure page size & composition
Measure load time & other metrics
Analyze changes over time

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Radware SOTU for Ecommerce Web Performance, June 2014

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Performance measurement terms
Response time
Start render
Above-the-fold time
Load time
Time to interact (TTI)

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Time to interact (TTI)
The moment that the primary content
and call-to-action are rendered
in the browser

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Worst practice #1
Pages that are blank, then populate all at once…

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…or pages that load nav elements first
and primary content last

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Optimal load time 8-second delay
Jakob Nielsen: Website Response Times

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Why does it happen?
Poorly executed stylesheets
e.g. carousels, sliders, RWD, custom fonts
Blocking JavaScript
e.g. third-party scripts
Massive page resources
e.g. high-resolution hero images

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Stylesheets are both a boon
and a curse for modern web pages.

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Solution
Move stylesheets to the document HEAD
Avoid document embedded styles
Avoid inline styles
Avoid using complicated selectors
And more…
Chris Love: CSS Web Performance Optimizations

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Third-party calls are
the single greatest
potential point of failure
for web pages.

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Third-party calls can make up
>50% of page requests.
Steve Souders on High Performance Web Components

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Increase page weight
Increase number of hosts and connections
Introduce additional latency
Can block page rendering
Prevent pages from loading

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832ms 918ms 1.788s
New Relic: Are External Services Slowing You Down?

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Original: 3.5s
SPOF: 22.7s

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Solution
Defer scripts
Use asynchronous scripts (when possible)
Know your scripts and their performance penalties
Monitor constantly
Web Performance Today: Can Third-Party Scripts Take Down Your Entire Site?

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Images represent
the most fertile ground
for optimizing performance.

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HTTP Archive, June 2014

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Solutions (beyond “save for web”)
>70% acceleration gain
Reformat
Sprite/consolidate
Compression
Deferral/lazy load
Adaptive images
Progressive image
rendering
Auto-preloading

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Worst practice #2
Pages in which the CTA is the last thing to render.

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Two long-held conventions
are innocently eroding
the user experience...

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Convention #1: CTA at the bottom of feature image

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Convention #2: Default baseline images

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Solution
Move the CTA
Use progressive JPEGs
Implement other image optimization techniques

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Worst practice #3
Pop-ups that block the rest of the page

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Too early
Block the rest of the page from rendering
Disrupt the user experience

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Solution
Optimize pop-up script
Ensure cross-browser functionality
Delay for at least 10 seconds
A/B test for effectiveness
(e.g. conversions/bounce rate)

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Practice #4
Designing and testing in an ivory tower

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Performance must be the responsibility of
everyone who touches a page.
Design
Usability test
Build
Plan and implement third-party scripts
Launch
Post-launch

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44. Thank You
www.radware.com
Tammy Everts
@tameverts
webperformancetoday.com