SlideShare uma empresa Scribd logo
1 de 37
Baixar para ler offline
September 25th, 2014 – online marketing session for Magento business owners 
Speed up Magento: 
why and how?
About Promodo
About Mementia 
Reliable, predictable support 
for your Magento web shop 
Service Level Agreements 
High-speed hosting and 24x7 
Magento developer support 
and maintenance 
We make 
things work.
Speaker 
Ognjen Nastic 
Mementia 
Ognjen runs Mementia, an eCommerce 
software development company. They 
build solutions on Magento, the best 
eCommerce platform in the world. 
During the years before Mementia, he 
used to work as a CTO and CIO for 
several companies, some large, some 
small. Ognjen was and still is very 
passionate about making business and 
IT work together, instead of against 
each other. While being very 
experienced with methodologies and 
processes, such as ITIL/ITSM and 
CMMI, he remains convinced that 
strong leadership and people 
management are sine qua non for 
successful IT and business synergy.
Speaker 
Anna Korolekh 
Promodo 
Marketing manager and, in past, an 
SEO consultant at Promodo. As an 
SEO consultant Anna has worked with 
large sites of the gambling, dating, 
travel and ecommerce niche. Anna is a 
certified Google Analytics individual and 
a regular contributor to Promodo and 
external blogs, also a regular speaker at 
the webinars. Currently Anna manages 
and oversees all marketing activities of 
Promodo in the English-speaking 
markets: SEM, SEO, social media, 
content marketing, email marketing, 
events.
Overview 
• Why optimize? 
• How to do it? 
• What not to do?
Should you do it? 
• Yes. Yes, you should. 
• Visitors care about it 
• Search engines care 
• Your server cares
Visitors Care 
• 25% leave in 4 seconds 
• Walmart 
• -1 sec = +2% conversion 
• -100ms = +1% revenue 
• Direct effect on revenue
Search Engines Care 
• Google is already tracking 
• Googlebot 
• Chrome 
• Direct effect on page 
ranking
Your Server Cares 
• Your server will be doing 
less if you optimize… 
• …so you will need fewer (or 
cheaper) servers 
• Direct effect on hosting 
costs
How? 
• Understand the basics 
• Frontend 
• Backend 
• Network 
• Common mistakes
Understand the basics 
• You can spend all your 
money on this 
• Don’t do it early 
• Measure first, then set a 
goal
Frontend 
• It can cause a fast server to 
seem slow 
• It can make a slow server 
seem fast 
• Perceived > Actual
Frontend 
• Minify HTML, CSS, JS 
• Sprite and optimize images 
• Load async if you can 
• Cache everything
Backend 
• Use memory vs. disk 
• tmpfs 
• Varnish 
• Redis 
• Cache everything
Network 
• Minimize DNS requests 
• Minimize traffic 
• gzip 
• Offload to CDN 
• Use AJAX 
• Cache everything
Common Mistakes 
• Bad methodology 
• Slow hosting 
• Voodoo optimization
Get a Magento check now 
• Free recommendations 
• Individual approach for your 
website and business 
mementia.com/check
How site speed affects rankings
How site speed affects rankings 
https://developers.google.com/speed/
In practice – does it really matter? 
Shopzilla case study in 2009
In practice – does it really matter? 
Shopzilla case study in 2009
How can Google measure site speed?
Besides: 
• AOL presented data showing that page 
load speeds can impact pageviews per 
visit by up to 50%
Besides: 
• 1 second delay can decrease conversions by 7% 
• 47% expect a web page to load in two seconds or 
less 
• 40% will abandon a web page if it takes more than 
three seconds to load 
• 52% of online shoppers claim that quick page 
loads are important for their loyalty to a site 
• 14% will start shopping at a different site if page 
loads are slow 
• 23% will stop shopping or even walk away from 
their computer 
• 64% of shoppers who are dissatisfied with their 
site visit will go somewhere else to shop next time
Bottom line: 
Visitors care about your site’s 
speed the most!
How does it work? 
Crawl quota per each site in terms of downloaded kilobytes and time spent on site
What does it influence? 
Deep URLs (product pages) are not going to be 
reached by Google bot 
Lots of product pages are not going to be indexed 
You will lose a huge amount of long-tail organic traffic 
Lose conversions and sales
How to fix it? Top 5 for SEO: 
1. HTML Sitemaps
How to fix it? Top 5 for SEO: 
2. Optimize/compress images 
• stick to JPG, PNG and GIF 
• try to make them less than 100 kb 
• list them in a separate xml sitemap 
https://support.google.com/webmasters/answer/178636?hl=en
How to fix it? Top 5 for SEO: 
3. Optimize page caching, use Expires/Cache-control 
header + for large websites set crawl 
delay directives in your robots.txt file and 
<changefreq></changefreq> 
<priority></priority> additional tags in your xml 
sitemaps 
4. Minimize redirects and server errors (check for 
broken links & fix them) 
5. Avoid unnecessary plugins, embeds and codes.
Proof that it works: 
Ecommerce project 3 months after HTML sitemap integration & site speed improvements
Useful tools: 
https://developers.google.com/speed/ 
• Google Speed Insights 
• Google Speed Service 
• Google Analytics Loading 
Speed Tracking
Useful tools: 
• Xenu to check broken links 
• Sitemap generator to generate XML 
sitemaps 
• Screaming Frog to check big images page 
by page 
• Advanced SEO suite to create large 
Sitemaps and break them down correctly 
• GTSpeed to compress images 
• PageCache to set caching rules
Free online marketing audit 
We would like to invite all you to take a free 10-15 minutes 
personalised webinar for a quick audit of your website and 
marketing campaigns by Google certified experts. 
- Quick usability audit of the existing site; 
- Quick SEO audit and review of existing analytics; 
- Audit of PPC campaigns; 
- Technical audit; 
- Best practices of conversion rate optimization; 
- General online marketing strategy insights. 
Free online marketing audit
Thank you for your attention! 
Anna Korolekh 
Marketing manager 
at Promodo 
e-mail: a.moseva@promodo.com 
Skype: ann.moseva 
Ognjen Nastic 
Managing Director 
at Mementia 
e-mail: onastic@mementia.com
Please follow 
Promodo.com/blog 
twitter.com/promodo_en 
facebook.com/promodo 
mementia.com/blog/ 
twitter.com/mementiallc 
facebook.com/mementia

Mais conteúdo relacionado

Mais de Promodo

Typical e-commerce issues and how to deal with them
Typical e-commerce issues and how to deal with themTypical e-commerce issues and how to deal with them
Typical e-commerce issues and how to deal with themPromodo
 
DoubleClick Dynamic Remarketing Case Study
DoubleClick Dynamic Remarketing Case StudyDoubleClick Dynamic Remarketing Case Study
DoubleClick Dynamic Remarketing Case StudyPromodo
 
Promodo expert Yevhen Hashenko at the EngageBali Conference
Promodo expert Yevhen Hashenko at the EngageBali ConferencePromodo expert Yevhen Hashenko at the EngageBali Conference
Promodo expert Yevhen Hashenko at the EngageBali ConferencePromodo
 
Republic of Seychelles: Tourism Opportunities
Republic of Seychelles: Tourism OpportunitiesRepublic of Seychelles: Tourism Opportunities
Republic of Seychelles: Tourism OpportunitiesPromodo
 
How a hacked site can kill your traffic
How a hacked site can kill your trafficHow a hacked site can kill your traffic
How a hacked site can kill your trafficPromodo
 
#mm15pl Meet Magento Poland Presentation: Highest ROI marketing strategies fo...
#mm15pl Meet Magento Poland Presentation: Highest ROI marketing strategies fo...#mm15pl Meet Magento Poland Presentation: Highest ROI marketing strategies fo...
#mm15pl Meet Magento Poland Presentation: Highest ROI marketing strategies fo...Promodo
 
Conversion Conference: How We Lifted Lead-Gen Conversions by 300% Through Ite...
Conversion Conference: How We Lifted Lead-Gen Conversions by 300% Through Ite...Conversion Conference: How We Lifted Lead-Gen Conversions by 300% Through Ite...
Conversion Conference: How We Lifted Lead-Gen Conversions by 300% Through Ite...Promodo
 
How to Use Retargeting to Monetize your Bouncing Traffic
How to Use Retargeting to Monetize your Bouncing TrafficHow to Use Retargeting to Monetize your Bouncing Traffic
How to Use Retargeting to Monetize your Bouncing TrafficPromodo
 
Brightpearl and Promodo Webinar: How to Improve the Operation and Management ...
Brightpearl and Promodo Webinar: How to Improve the Operation and Management ...Brightpearl and Promodo Webinar: How to Improve the Operation and Management ...
Brightpearl and Promodo Webinar: How to Improve the Operation and Management ...Promodo
 
How to make the most of your holiday ups and downs
How to make the most of your holiday ups and downsHow to make the most of your holiday ups and downs
How to make the most of your holiday ups and downsPromodo
 
Understanding Heat Mapping
Understanding Heat MappingUnderstanding Heat Mapping
Understanding Heat MappingPromodo
 
Get your online store ready for the holiday shopping season
Get your online store ready for the holiday shopping seasonGet your online store ready for the holiday shopping season
Get your online store ready for the holiday shopping seasonPromodo
 
B2С Start-ups: development and promotion - what you need to know to successfu...
B2С Start-ups: development and promotion - what you need to know to successfu...B2С Start-ups: development and promotion - what you need to know to successfu...
B2С Start-ups: development and promotion - what you need to know to successfu...Promodo
 
Most popular e-commerce platforms: SEO pros and cons and migration issues
Most popular e-commerce platforms: SEO pros and cons and migration issuesMost popular e-commerce platforms: SEO pros and cons and migration issues
Most popular e-commerce platforms: SEO pros and cons and migration issuesPromodo
 
Magento marketing: maximize your store's ROI on low budget
Magento marketing: maximize your store's ROI on low budgetMagento marketing: maximize your store's ROI on low budget
Magento marketing: maximize your store's ROI on low budgetPromodo
 
Grow your Magento store: going multilingual and setting up a marketplace
Grow your Magento store: going multilingual and setting up a marketplaceGrow your Magento store: going multilingual and setting up a marketplace
Grow your Magento store: going multilingual and setting up a marketplacePromodo
 
Shopify online marketing expert session #3
Shopify online marketing expert session #3Shopify online marketing expert session #3
Shopify online marketing expert session #3Promodo
 
How to fuel your brand with banner ads and remarketing [webinar]
How to fuel your brand with banner ads and remarketing [webinar]How to fuel your brand with banner ads and remarketing [webinar]
How to fuel your brand with banner ads and remarketing [webinar]Promodo
 
How to get traffic and increase sales for your Shopify store - Webinar
How to get traffic and increase sales for your Shopify store - WebinarHow to get traffic and increase sales for your Shopify store - Webinar
How to get traffic and increase sales for your Shopify store - WebinarPromodo
 
Google updates and penalties: how to diagnose and recover
Google updates and penalties: how to diagnose and recoverGoogle updates and penalties: how to diagnose and recover
Google updates and penalties: how to diagnose and recoverPromodo
 

Mais de Promodo (20)

Typical e-commerce issues and how to deal with them
Typical e-commerce issues and how to deal with themTypical e-commerce issues and how to deal with them
Typical e-commerce issues and how to deal with them
 
DoubleClick Dynamic Remarketing Case Study
DoubleClick Dynamic Remarketing Case StudyDoubleClick Dynamic Remarketing Case Study
DoubleClick Dynamic Remarketing Case Study
 
Promodo expert Yevhen Hashenko at the EngageBali Conference
Promodo expert Yevhen Hashenko at the EngageBali ConferencePromodo expert Yevhen Hashenko at the EngageBali Conference
Promodo expert Yevhen Hashenko at the EngageBali Conference
 
Republic of Seychelles: Tourism Opportunities
Republic of Seychelles: Tourism OpportunitiesRepublic of Seychelles: Tourism Opportunities
Republic of Seychelles: Tourism Opportunities
 
How a hacked site can kill your traffic
How a hacked site can kill your trafficHow a hacked site can kill your traffic
How a hacked site can kill your traffic
 
#mm15pl Meet Magento Poland Presentation: Highest ROI marketing strategies fo...
#mm15pl Meet Magento Poland Presentation: Highest ROI marketing strategies fo...#mm15pl Meet Magento Poland Presentation: Highest ROI marketing strategies fo...
#mm15pl Meet Magento Poland Presentation: Highest ROI marketing strategies fo...
 
Conversion Conference: How We Lifted Lead-Gen Conversions by 300% Through Ite...
Conversion Conference: How We Lifted Lead-Gen Conversions by 300% Through Ite...Conversion Conference: How We Lifted Lead-Gen Conversions by 300% Through Ite...
Conversion Conference: How We Lifted Lead-Gen Conversions by 300% Through Ite...
 
How to Use Retargeting to Monetize your Bouncing Traffic
How to Use Retargeting to Monetize your Bouncing TrafficHow to Use Retargeting to Monetize your Bouncing Traffic
How to Use Retargeting to Monetize your Bouncing Traffic
 
Brightpearl and Promodo Webinar: How to Improve the Operation and Management ...
Brightpearl and Promodo Webinar: How to Improve the Operation and Management ...Brightpearl and Promodo Webinar: How to Improve the Operation and Management ...
Brightpearl and Promodo Webinar: How to Improve the Operation and Management ...
 
How to make the most of your holiday ups and downs
How to make the most of your holiday ups and downsHow to make the most of your holiday ups and downs
How to make the most of your holiday ups and downs
 
Understanding Heat Mapping
Understanding Heat MappingUnderstanding Heat Mapping
Understanding Heat Mapping
 
Get your online store ready for the holiday shopping season
Get your online store ready for the holiday shopping seasonGet your online store ready for the holiday shopping season
Get your online store ready for the holiday shopping season
 
B2С Start-ups: development and promotion - what you need to know to successfu...
B2С Start-ups: development and promotion - what you need to know to successfu...B2С Start-ups: development and promotion - what you need to know to successfu...
B2С Start-ups: development and promotion - what you need to know to successfu...
 
Most popular e-commerce platforms: SEO pros and cons and migration issues
Most popular e-commerce platforms: SEO pros and cons and migration issuesMost popular e-commerce platforms: SEO pros and cons and migration issues
Most popular e-commerce platforms: SEO pros and cons and migration issues
 
Magento marketing: maximize your store's ROI on low budget
Magento marketing: maximize your store's ROI on low budgetMagento marketing: maximize your store's ROI on low budget
Magento marketing: maximize your store's ROI on low budget
 
Grow your Magento store: going multilingual and setting up a marketplace
Grow your Magento store: going multilingual and setting up a marketplaceGrow your Magento store: going multilingual and setting up a marketplace
Grow your Magento store: going multilingual and setting up a marketplace
 
Shopify online marketing expert session #3
Shopify online marketing expert session #3Shopify online marketing expert session #3
Shopify online marketing expert session #3
 
How to fuel your brand with banner ads and remarketing [webinar]
How to fuel your brand with banner ads and remarketing [webinar]How to fuel your brand with banner ads and remarketing [webinar]
How to fuel your brand with banner ads and remarketing [webinar]
 
How to get traffic and increase sales for your Shopify store - Webinar
How to get traffic and increase sales for your Shopify store - WebinarHow to get traffic and increase sales for your Shopify store - Webinar
How to get traffic and increase sales for your Shopify store - Webinar
 
Google updates and penalties: how to diagnose and recover
Google updates and penalties: how to diagnose and recoverGoogle updates and penalties: how to diagnose and recover
Google updates and penalties: how to diagnose and recover
 

Último

Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchTINT Marketing
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxNavah Hopkins
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMNazal Digital
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneHerd
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportSocial Samosa
 
Amazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxAmazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxWill Haire
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldD Cloud Solutions
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesVWO
 
Ppt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing coursPpt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing courstegveersingh09
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertisingKBS SHOP
 
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Courseamirshaikhv21realtyp
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadFabio Bin
 
Run more experiments with fewer resources
Run more experiments with fewer resourcesRun more experiments with fewer resources
Run more experiments with fewer resourcesVWO
 
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfEastern Online-iSURVEY
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity
 
Increase Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarIncrease Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarSEO Optimizers
 
Voltas turnaround strategy management case
Voltas turnaround strategy management caseVoltas turnaround strategy management case
Voltas turnaround strategy management caseAnkit Sarkar
 
SVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfSVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfvikrs213
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...Sophie Logan
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfSocial Samosa
 

Último (20)

Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptx
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEM
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not Alone
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance report
 
Amazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxAmazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptx
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern World
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing Pages
 
Ppt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing coursPpt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing cours
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertising
 
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoad
 
Run more experiments with fewer resources
Run more experiments with fewer resourcesRun more experiments with fewer resources
Run more experiments with fewer resources
 
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services Preview
 
Increase Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarIncrease Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads Webinar
 
Voltas turnaround strategy management case
Voltas turnaround strategy management caseVoltas turnaround strategy management case
Voltas turnaround strategy management case
 
SVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfSVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdf
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
 

Speed up Magento - Why and How?

  • 1. September 25th, 2014 – online marketing session for Magento business owners Speed up Magento: why and how?
  • 3. About Mementia Reliable, predictable support for your Magento web shop Service Level Agreements High-speed hosting and 24x7 Magento developer support and maintenance We make things work.
  • 4. Speaker Ognjen Nastic Mementia Ognjen runs Mementia, an eCommerce software development company. They build solutions on Magento, the best eCommerce platform in the world. During the years before Mementia, he used to work as a CTO and CIO for several companies, some large, some small. Ognjen was and still is very passionate about making business and IT work together, instead of against each other. While being very experienced with methodologies and processes, such as ITIL/ITSM and CMMI, he remains convinced that strong leadership and people management are sine qua non for successful IT and business synergy.
  • 5. Speaker Anna Korolekh Promodo Marketing manager and, in past, an SEO consultant at Promodo. As an SEO consultant Anna has worked with large sites of the gambling, dating, travel and ecommerce niche. Anna is a certified Google Analytics individual and a regular contributor to Promodo and external blogs, also a regular speaker at the webinars. Currently Anna manages and oversees all marketing activities of Promodo in the English-speaking markets: SEM, SEO, social media, content marketing, email marketing, events.
  • 6. Overview • Why optimize? • How to do it? • What not to do?
  • 7. Should you do it? • Yes. Yes, you should. • Visitors care about it • Search engines care • Your server cares
  • 8. Visitors Care • 25% leave in 4 seconds • Walmart • -1 sec = +2% conversion • -100ms = +1% revenue • Direct effect on revenue
  • 9. Search Engines Care • Google is already tracking • Googlebot • Chrome • Direct effect on page ranking
  • 10. Your Server Cares • Your server will be doing less if you optimize… • …so you will need fewer (or cheaper) servers • Direct effect on hosting costs
  • 11. How? • Understand the basics • Frontend • Backend • Network • Common mistakes
  • 12. Understand the basics • You can spend all your money on this • Don’t do it early • Measure first, then set a goal
  • 13. Frontend • It can cause a fast server to seem slow • It can make a slow server seem fast • Perceived > Actual
  • 14. Frontend • Minify HTML, CSS, JS • Sprite and optimize images • Load async if you can • Cache everything
  • 15. Backend • Use memory vs. disk • tmpfs • Varnish • Redis • Cache everything
  • 16. Network • Minimize DNS requests • Minimize traffic • gzip • Offload to CDN • Use AJAX • Cache everything
  • 17. Common Mistakes • Bad methodology • Slow hosting • Voodoo optimization
  • 18. Get a Magento check now • Free recommendations • Individual approach for your website and business mementia.com/check
  • 19. How site speed affects rankings
  • 20. How site speed affects rankings https://developers.google.com/speed/
  • 21. In practice – does it really matter? Shopzilla case study in 2009
  • 22. In practice – does it really matter? Shopzilla case study in 2009
  • 23. How can Google measure site speed?
  • 24. Besides: • AOL presented data showing that page load speeds can impact pageviews per visit by up to 50%
  • 25. Besides: • 1 second delay can decrease conversions by 7% • 47% expect a web page to load in two seconds or less • 40% will abandon a web page if it takes more than three seconds to load • 52% of online shoppers claim that quick page loads are important for their loyalty to a site • 14% will start shopping at a different site if page loads are slow • 23% will stop shopping or even walk away from their computer • 64% of shoppers who are dissatisfied with their site visit will go somewhere else to shop next time
  • 26. Bottom line: Visitors care about your site’s speed the most!
  • 27. How does it work? Crawl quota per each site in terms of downloaded kilobytes and time spent on site
  • 28. What does it influence? Deep URLs (product pages) are not going to be reached by Google bot Lots of product pages are not going to be indexed You will lose a huge amount of long-tail organic traffic Lose conversions and sales
  • 29. How to fix it? Top 5 for SEO: 1. HTML Sitemaps
  • 30. How to fix it? Top 5 for SEO: 2. Optimize/compress images • stick to JPG, PNG and GIF • try to make them less than 100 kb • list them in a separate xml sitemap https://support.google.com/webmasters/answer/178636?hl=en
  • 31. How to fix it? Top 5 for SEO: 3. Optimize page caching, use Expires/Cache-control header + for large websites set crawl delay directives in your robots.txt file and <changefreq></changefreq> <priority></priority> additional tags in your xml sitemaps 4. Minimize redirects and server errors (check for broken links & fix them) 5. Avoid unnecessary plugins, embeds and codes.
  • 32. Proof that it works: Ecommerce project 3 months after HTML sitemap integration & site speed improvements
  • 33. Useful tools: https://developers.google.com/speed/ • Google Speed Insights • Google Speed Service • Google Analytics Loading Speed Tracking
  • 34. Useful tools: • Xenu to check broken links • Sitemap generator to generate XML sitemaps • Screaming Frog to check big images page by page • Advanced SEO suite to create large Sitemaps and break them down correctly • GTSpeed to compress images • PageCache to set caching rules
  • 35. Free online marketing audit We would like to invite all you to take a free 10-15 minutes personalised webinar for a quick audit of your website and marketing campaigns by Google certified experts. - Quick usability audit of the existing site; - Quick SEO audit and review of existing analytics; - Audit of PPC campaigns; - Technical audit; - Best practices of conversion rate optimization; - General online marketing strategy insights. Free online marketing audit
  • 36. Thank you for your attention! Anna Korolekh Marketing manager at Promodo e-mail: a.moseva@promodo.com Skype: ann.moseva Ognjen Nastic Managing Director at Mementia e-mail: onastic@mementia.com
  • 37. Please follow Promodo.com/blog twitter.com/promodo_en facebook.com/promodo mementia.com/blog/ twitter.com/mementiallc facebook.com/mementia

Notas do Editor

  1. Shopzilla speeded up average page load time from 6 seconds to 1.2 seconds, and increased revenue by 12% and page views by 25%. Amazon increased revenue by 1% for every 100ms of improvement (same as Walmart). Yahoo increased traffic by 9% for every 400ms of improvement. Finally, Mozilla got 60 million more Firefox downloads per year, by making their pages 2.2 seconds faster.
  2. Shopzilla speeded up average page load time from 6 seconds to 1.2 seconds, and increased revenue by 12% and page views by 25%. Amazon increased revenue by 1% for every 100ms of improvement (same as Walmart). Yahoo increased traffic by 9% for every 400ms of improvement. Finally, Mozilla got 60 million more Firefox downloads per year, by making their pages 2.2 seconds faster.
  3. Shopzilla speeded up average page load time from 6 seconds to 1.2 seconds, and increased revenue by 12% and page views by 25%. Amazon increased revenue by 1% for every 100ms of improvement (same as Walmart). Yahoo increased traffic by 9% for every 400ms of improvement. Finally, Mozilla got 60 million more Firefox downloads per year, by making their pages 2.2 seconds faster.
  4. Shopzilla speeded up average page load time from 6 seconds to 1.2 seconds, and increased revenue by 12% and page views by 25%. Amazon increased revenue by 1% for every 100ms of improvement (same as Walmart). Yahoo increased traffic by 9% for every 400ms of improvement. Finally, Mozilla got 60 million more Firefox downloads per year, by making their pages 2.2 seconds faster.
  5. Shopzilla speeded up average page load time from 6 seconds to 1.2 seconds, and increased revenue by 12% and page views by 25%. Amazon increased revenue by 1% for every 100ms of improvement (same as Walmart). Yahoo increased traffic by 9% for every 400ms of improvement. Finally, Mozilla got 60 million more Firefox downloads per year, by making their pages 2.2 seconds faster.
  6. Shopzilla speeded up average page load time from 6 seconds to 1.2 seconds, and increased revenue by 12% and page views by 25%. Amazon increased revenue by 1% for every 100ms of improvement (same as Walmart). Yahoo increased traffic by 9% for every 400ms of improvement. Finally, Mozilla got 60 million more Firefox downloads per year, by making their pages 2.2 seconds faster.
  7. Shopzilla speeded up average page load time from 6 seconds to 1.2 seconds, and increased revenue by 12% and page views by 25%. Amazon increased revenue by 1% for every 100ms of improvement (same as Walmart). Yahoo increased traffic by 9% for every 400ms of improvement. Finally, Mozilla got 60 million more Firefox downloads per year, by making their pages 2.2 seconds faster.
  8. Shopzilla speeded up average page load time from 6 seconds to 1.2 seconds, and increased revenue by 12% and page views by 25%. Amazon increased revenue by 1% for every 100ms of improvement (same as Walmart). Yahoo increased traffic by 9% for every 400ms of improvement. Finally, Mozilla got 60 million more Firefox downloads per year, by making their pages 2.2 seconds faster.
  9. Shopzilla speeded up average page load time from 6 seconds to 1.2 seconds, and increased revenue by 12% and page views by 25%. Amazon increased revenue by 1% for every 100ms of improvement (same as Walmart). Yahoo increased traffic by 9% for every 400ms of improvement. Finally, Mozilla got 60 million more Firefox downloads per year, by making their pages 2.2 seconds faster.
  10. Shopzilla speeded up average page load time from 6 seconds to 1.2 seconds, and increased revenue by 12% and page views by 25%. Amazon increased revenue by 1% for every 100ms of improvement (same as Walmart). Yahoo increased traffic by 9% for every 400ms of improvement. Finally, Mozilla got 60 million more Firefox downloads per year, by making their pages 2.2 seconds faster.
  11. Shopzilla speeded up average page load time from 6 seconds to 1.2 seconds, and increased revenue by 12% and page views by 25%. Amazon increased revenue by 1% for every 100ms of improvement (same as Walmart). Yahoo increased traffic by 9% for every 400ms of improvement. Finally, Mozilla got 60 million more Firefox downloads per year, by making their pages 2.2 seconds faster.
  12. Why rankings? Where does it come from?
  13. Although back in 2009 Google has emphasized that only 1% of searches is going to be affected with this speed update, guys at Shopzilla treated it pretty seriously from the very beginning and started a pretty robust (you can imagine the size of Shopzilla website)
  14. This way Google has the ability to measure both backend and front-end performance of your website
  15. Just in case you don’t care about Google, here is some more stats concerning site speed
  16. Logically following from the previous point
  17. Google bot has a crawl quota for each site
  18. Zappos product page example here http://www.zappos.com/the-north-face-base-camp-flip-flop~1
  19. Use Expires/Cache-Control Header: You can use Expires headers for static components of the site and Cache-Control headers for dynamic ones. Using these headers makes the various components of a site, including images, stylesheets, scripts and flash, cacheable. This in turn minimizes HTTP requests and thus improves the page load time. With the use of Expires headers you can actually control the length of time that components of a web page can be cached, as shown in the example below: Expires: Wed, 20 Apr 2015 20:00:00 GMT If your server is Apache you can set the time for cached content by using the ExpiresDefault directive. This sets the expiration date as a certain number of years from the current date: ExpiresDefault “access plus 15 years” How frequently the page is likely to change. This value provides general information to search engines and may not correlate exactly to how often they crawl the page. Valid values are: always hourly daily weekly monthly yearly never The value &amp;quot;always&amp;quot; should be used to describe documents that change each time they are accessed. The value &amp;quot;never&amp;quot; should be used to describe archived URLs. The priority of this URL relative to other URLs on your site. Valid values range from 0.0 to 1.0. This value does not affect how your pages are compared to pages on other sites—it only lets the search engines know which pages you deem most important for the crawlers. The default priority of a page is 0.5. Please note that the priority you assign to a page is not likely to influence the position of your URLs in a search engine&amp;apos;s result pages. Search engines may use this information when selecting between URLs on the same site, so you can use this tag to increase the likelihood that your most important pages are present in a search index. Also, please note that assigning a high priority to all of the URLs on your site is not likely to help you. Since the priority is relative, it is only used to select between URLs on your site.
  20. Zappos product page example here http://www.zappos.com/the-north-face-base-camp-flip-flop~1