The eighth installment of the #SuccessStack takes a second look at PageSpeed, specifically tips you can implement that may improve your metrics.
Last week the #SuccessStack illustrated lots of reasons why mobile PageSpeed is critically important
to the ongoing success of your publishing business. Now you can explore what you can do that could improve this metric and boost your overall page performance as a result.
Step 1: See how much more you could earn
Before you put time and effort into improving your mobile speed, you want to see what it’s worth to you. This useful tool
will help you make a personal calculation of how much more you could earn with a faster mobile experience. However, this tool does not calculate user experience or user loyalty, both of which are impacted by either a fast, or slow, mobile experience.
Step 2: Look at how you measure up
Using tools to measure different aspects of your site will help you identify areas for improvement more easily than if you were to just estimate. Here are a few of our favorites:
- PageSpeed Insights analyzes your site performance, scoring its speed and user experience and identifies issues to fix. The best practice is a score of 85 or above.1
- Webpagetest provides a Speed Index that indicates the average time at which visible parts of the page are displayed. Aim for a Speed Index of 3,000 or less and load time of 3 seconds or less — ideally 1-3 seconds.2
- Chrome DevTools is a versatile real-time tool for evaluating your website’s performance right in the browser. You can simulate network and CPU speeds, examine network loading details and see how your site’s code is impacting your page.
- Mobile-Friendly Test is designed specifically for mobile sites. This tool analyzes exactly how mobile-friendly the site is, and focuses on elements beyond speed as well.
Step 3: Have a clear out - reduce the size of your pages.
Reduce the size of your pages.
- Target 50 or fewer requests and 1,000 or fewer bytes to optimize load time.
- Compress and select efficient images, and prioritize download of visible content.
Assess the ads and trackers running on your page.
- Use a tool to measure the bandwidth and latency impact of pixels and other elements on your pages (e.g., Ghostery). Evaluate if trackers are needed and used, and if they provide enough benefit.
- Review latency of your ad partners, especially those delivering video ads, and remove low performing monetization partners.
Step 4: Prioritize the order your page loads in
It sounds obvious, but prioritizing loading of the elements that are visible above the fold will enhance your user experience, even of your net page loading speed doesn’t change.
- Enable HTTPS and HTTP/2: Support modern HTTPS to provide site integrity, encryption, authentication, and better user experience. More than 1-in-3 of top 100 sites run on modern HTTPS, and a quarter of them use HTTPS by default
- Limit server requests where possible: Each mobile page makes an average of 214 server requests,3 some of which happen simultaneously and some that can only happen one after the other. Review each request on your site to understand the benefit it provides.
Step 5: Measure, test, repeat
As the shift to mobile continues to grow, so will users expectations of lighting speed experiences across the web. This means that improving your mobile speed isn’t a one off job, you need to have a process in place to regularly evaluate and improve it. Follow the steps outlined above at regular intervals and record the results of the adjustments you make to refer back to when deciding on new optimization techniques in the future.
- Continually assess your ad-related calls to remove low performing monetization partners.
- Pick third-party ad-tech partners with lower latency.
- Remove or reduce any bulky content.
- Consolidate data and analytics tags.
- Investigate open-source tools such as Accelerated Mobile Pages (AMP) and Progressive Web Apps (PWA).
Implementing the strategies outlined in this article could have a serious positive impact on your business. Check out these inspirational stories from Sinclair News
and What to Expect
to see how significant shifts in mobile speed were achieved with a few technical tweaks.
From your interest in PageSpeed, you’re clearly committed to doing all you can to improve the performance of your site and grow your publishing business. With this in mind, you may benefit from a chat with one of our experts. They can offer a personalized consultation to help you make the right technology choices to support your business growth. Book a time.
1. Google Developers
2. Google and kissmetrics
In the next edition of the #SuccessStack series, we look at page speed, a metric that became even more important in 2016 and directly impacts the first interaction your site has with its users.
What is page speed?
Page speed measures how quickly the viewable elements of a web page load. In other words, it measures how long it takes before a user can view and interact with a page on the site. It’s a particularly critical metric for the mobile user experience --- recent research from DoubleClick indicates that 53% of mobile site visits are abandoned if pages take longer than 3 seconds to load.
Consider page speed a user-centric measurement since users typically focus on one page at a time and expect fast experiences on every page they interact with. If your page speed isn’t good, you may lose the opportunity to keep users engaged and on your site for longer.
How does page speed impact ad revenue?
The more quickly a user can access your content, the more likely they are to engage with the content on the page and explore more pages on your site. Our study shows that ads on faster mobile pages are likely to be more viewable. The study also projects that mobile sites that load within 5 seconds vs 19 seconds earn up to 2X greater revenue.
While revenue can be impacted by many factors, improving page speed will lead to a better user experience and possibly increased ad revenue.
The ultimate page speed infographic
Our recent page speed studies found many notable learnings that may help paint the picture of the importance of page speed and the impact it can have on your site’s earnings.
If you’re wondering which Google tools will be most useful to help grow your business, then you’ll benefit from a chat with one of our experts. They can offer a personalised consultation to help you make the right choice for your site. Book your consultation today