Speed performance is one of the strongest factors in the mobile-first index. In this presentation I share unique, first-party data from my in-depth study on how the UK's 700 biggest online retailers rank in terms of mobile site speed, and what you can learn from their successes and failures. You'll learn how to improve site speed by using technologies such as HTTP/2 and tactics that unlock speed improvements on larger sites.

1. #SMX #11A @PeteCampbell
Pete Campbell, Managing Director, Kaizen
Site Speed for
Google’s Mobile
First Index

2. #SMX #11A @PeteCampbell
Pete Campbell, Managing Director, Kaizen
Site Speed for
Google’s Mobile
First Index

3. #SMX #11A @PeteCampbell
PETE CAMPBELL
/ KAIZEN
• Founder / Managing Director of Kaizen
• Content-led visibility powered by in-house tech
• Specialist team of Coders/Designers/Marketeers
• 2 award wins, 5 nominations in 2016/17
• Pete built his first website at 11, first grey hair at 28
• Running his 1st marathon this weekend (#brag)
• Proud owner of an Amazon Echo Dot

4. #SMX #11A @PeteCampbell
kaizensearch.co.uk/smx-sitespeed/
DOWNLOAD THE SLIDES

5. #SMX #11A @PeteCampbell
47% OF CONSUMERS EXPECT
WEB PAGES TO LOAD IN 2 SECONDS
Credit: https://blog.kissmetrics.com/loading-time/

6. #SMX #11A @PeteCampbell
THE AVERAGE RETAIL SITE
LOADS IN 10 SECONDS
Credit: Strangeloop Study of Top 2,000 Alexa Rankings for US

7. #SMX #11A @PeteCampbell
MOBILE USAGE OVERTOOK DESKTOP IN 2014
Credit: Morgan Stanley Research

8. #SMX #11A @PeteCampbell
UK RETAILERS SPEED OPTIMISATION
ON MOBILE IS WORSE THAN DESKTOP
Credit: Kaizen eCommerce Site Speed Study (Jan 2017)

9. #SMX #11A @PeteCampbell
IT’S NOT ALL BAD NEWS

10. #SMX #11A @PeteCampbell
24mbps
40mbps
18% Y.O.Y. CHANGE 38% Y.O.Y. CHANGE
DESKTOP MOBILE
Credit: http://www.speedtest.net/reports/united-kingdom/

11. #SMX #11A @PeteCampbell
NEW DEVELOPMENTS IN SPEED TECH
HTTP/2 AMP PROJECT INSTANT APPS

12. #SMX #11A @PeteCampbell
Using a CDN Tag ‘Bloat’
Image
Optimisation
Minification In-Line Code Usage
Internal & External Script
Handling
TONS OF WAYS TO IMPROVE SITE SPEED

13. #SMX #11A @PeteCampbell
WHY IT ALL MATTERS

14. #SMX #11A @PeteCampbell
SLOW LOADING WEBSITES COST
RETAILERS £1.73BN IN LOST SALES PER
YEAR
Credit: https://blog.kissmetrics.com/loading-time/

15. #SMX #11A @PeteCampbell
79% OF SHOPPERS WHO DISLIKE YOUR SITE’S
PERFORMANCE WOULDN’T BUY AGAIN
Credit: https://blog.kissmetrics.com/loading-time/

16. #SMX #11A @PeteCampbell
PAGES THAT ARE 1 SECOND FASTER EXPERIENCE
27% INCREASE IN CONVERSION RATE
Credit: https://www.soasta.com/blog/mobile-web-performance-monitoring-conversion-rate/

17. #SMX #11A @PeteCampbell
A FASTER FULL-SITE LOAD LEADS TO A
34% LOWER BOUNCE RATE
Credit: https://www.thinkwithgoogle.com/articles/mobile-page-speed-load-time.html

18. #SMX #11A @PeteCampbell
INTRODUCING OUR STUDY

19. #SMX #11A @PeteCampbell
HOW FAST ARE THE TOP 700
ECOMMERCE SITES IN THE UK?

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PageSpeed Insights Score
Homepage Size (MB)
HTTP/2 or Nope?
20
POINTS
5
POINTS
1
POINT
Homepage Loading Time 5
POINTS

21. #SMX #11A @PeteCampbell
# Website
Desktop Page
Speed (/100)
Mobile Page
Speed
(/100)
H.P. Size
(MB)
H.P. Loading Time
(Per MB)
HTTP/2 Final Score
1 tmlewin.co.uk 97 96 2.8 0.9 No 9.77
2 jackwills.com 96 95 2.9 1.7 No 9.65
3 tritoncycles.co.uk 98 98 3.5 0.67 No 9.53
4 findmeagift.co.uk 95 94 0.9 1.74 No 9.40
5 americangolf.co.uk 97 95 2.7 1.17 No 9.40
6 shopstyle.co.uk 87 95 2.6 1.29 Yes 9.11
7 coop.co.uk 89 88 0.7 1.62 Yes 9.07
8 thorntons.co.uk 93 90 5.2 0.83 No 9.05
9 uk.puma.com 82 94 2.7 0.47 No 8.99
10 mulberry.com 88 86 1.1 0.77 No 8.98
11 console-deals.com 77 98 1.4 1.44 Yes 8.96
12 bedroomworld.co.uk 90 86 0.9 4.2 No 8.96
13 gear4music.com 88 86 1.8 0.83 No 8.94
14 sofasworld.co.uk 89 86 0.8 4.33 No 8.93
15 gymshark.com 91 88 6.5 0.5 No 8.93
16 etsy.com 94 79 1.5 1.2 Yes 8.91
17 deichmann.com 87 83 0.1 6.2 No 8.90
18 forbiddenplanet.com 89 85 2 1.41 Yes 8.90
19 boohoo.com 90 83 3.4 0.76 No 8.84
20 createandcraft.com 81 89 1.6 0.99 No 8.83
Data accurate at 24th April 2017 via PageSpeed API (excluding 3rd party resources), Pingdom & HTTP2.Pro
VIEW FULL STUDY - KAIZENSEARCH.CO.UK/SITE-SPEED/

22. #SMX #11A @PeteCampbell
Recommendation Occurrences (Out of 697 Sites) % Sites Not Optimising
Leverage Browser Caching 665 95%
Optimize Images 651 93%
Minimize Render Blocking Resources 637 91%
Minify JavaScript 427 61%
Enable Gzip Compression 374 54%
Minify HTML 371 53%
Minify Css 242 35%
Main Resource Server Response Time 241 35%
Prioritize Visible Content 177 25%
Avoid Landing Page Redirects 47 7%
THE TOP 10 RECURRING PAGESPEED INSIGHT ISSUES
Data accurate at 24th April 2017 via PageSpeed API (excluding 3rd party resources), Pingdom & HTTP2.Pro

23. #SMX #11A @PeteCampbell
55/100
60/100
8.5% SLOWER
DESKTOP MOBILE
Credit: https://developers.google.com/speed/pagespeed/insights/
AVERAGE SCORES

24. #SMX #11A @PeteCampbell
DEBENHAMS RANKED WORST FOR MOBILE PAGE SPEED
64% OF THEIR WEB TRAFFIC IS MOBILE #HIREUS
Credit: SimilarWeb Jan 13th 2017
* 50 sites only based on IMRG Ranking

25. #SMX #11A @PeteCampbell
100% OF RETAILERS HAVE MOBILE SITES BUT ONLY
80% ARE RESPONSIVE (IMO BEST PRACTICE)*
20%
80%
Mobile Site
Responsive

26. #SMX #11A @PeteCampbell
UK RETAILERS HOMEPAGES ARE 35% LARGER (3.1MB)
THAN THE AVERAGE WEB PAGE (2.3MB)
Credit: HTTPArchive Dec 2nd 2016

27. #SMX #11A @PeteCampbell
14.5% OF TOP UK RETAILERS USE HTTP/2
HIGHER THAN THE WEB AVERAGE (13.5%)
Credit: W3 Techs April 2017

28. #SMX #11A @PeteCampbell
LATEST VERSION
OF HTTP PROTOCOL
DECREASED LOAD TIME BY 52%
FOR CLOUDFLARE CUSTOMERS
UTILISED BY 13.5% OF THE WEB
WHY YOU NEED TO SWITCH TO HTTP/2

29. #SMX #11A @PeteCampbell
STEPS TO IMPLEMENTING HTTP/2
Check % of Visits via HTTP/2 Browsers Google
Analytics > Audience > Technology > Browser & OS report.
Check Your Server’s Operating System
Use BuiltWith to identify Apache 2.4..17+ or NGINX 1.9.5 OS
Do You Have an SSL Certificate?
Most browsers will ignore HTTP/2 requests on non-secure sites
Read Our In-Depth Guide:
http://www.stateofdigital.com/every-brand-needs-migrate-http2/
Credit: Kaizen May 2016

30. #SMX #11A @PeteCampbell
HOW FAST ARE THE TOP 700
ECOMMERCE SITES IN THE UK?READ THE FULL STUDY
KAIZENSEARCH.CO.UK/SITE-SPEED/

31. #SMX #11A @PeteCampbell
SITE SPEED TACTICS

32. #SMX #11A @PeteCampbell
Google PageInsights Tool
https://developers.google.com/speed/pagespeed/insights/

33. #SMX #11A @PeteCampbell
WARNING: THESE TOOLS ARE PRONE
TO GIVING DUMB ADVICE

34. #SMX #11A @PeteCampbell
Using a CDN Tag ‘Bloat’
Image
Optimisation
Minification In-Line Code Usage
Internal & External Script
Handling
RECURRING SITE SPEED SUGGESTIONS

35. #SMX #11A @PeteCampbell
COMBINE / REDUCE JS & CSS FILES
CSS 3
PRESENTATION
JAVASCRIPT
LOGIC & DATA
JS & CSS Libraries
jQuery, D3, Bootstrap, Web Fonts
Files to Avoid
Files Generated via CMS Plugins
Sign-Up Forms, A/B Testing
Analytics Tracking

36. #SMX #11A @PeteCampbell
MINIFICATION
HTML5
PAGE STRUCTURE
JAVASCRIPT
LOGIC & DATA
Google JS Closure Compiler
https://developers.google.com/closure/compiler/
Scaling It Up
HTML Minifier
http://kangax.github.io/html-minifier/
Minify.org for CSS & JS
http://www.minifier.org/

37. #SMX #11A @PeteCampbell
DEALING WITH TAG ‘BLOAT’
Build List of All ‘Firing’ Tags
Use Google Tag Assistant http://bit.ly/1fhsls5
Identify Duplicate/Redundant Tags e.g.
Classic Google Analytics
Remove Useless Tags = Profit

38. #SMX #11A @PeteCampbell
INLINE CODE – JUST DON’T DO IT!

39. #SMX #11A @PeteCampbell
INLINE CODE – JUST DON’T DO IT!
Hard to Maintain
Results in Unused Code
Overwrites Default Styles

40. #SMX #11A @PeteCampbell
IMAGE COMPRESSION
Google’s Open-Source
Lossless .WebP Image Format
<26% Smaller than PNG
<25-34% Smaller than JPEG
Credit: http://www.webmproject.org/
Alternative PNG/JPG Compression
https://compressor.io/

41. #SMX #11A @PeteCampbell
HTTP/2 ELIMINATES THE NEED FOR SOME
TYPICAL SITE SPEED HACKS
Image Sprites
Switch to Smart Domain Sharding
‘Master’ CSS / JavaScript Files

42. #SMX #11A @PeteCampbell
CDNFinder
https://www.cdnfinder.com/content-delivery-network-comparison/

43. #SMX #11A @PeteCampbell
GOOGLE AMP

44. #SMX #11A @PeteCampbell
AMP SUPPORT HAS EXPANDED
Articles & News Content
Recipe Cards
eCommerce Products
Property Listings

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EBAY IS NOW SERVING 8 MILLION URLS IN AMP
Credit: http://searchengineland.com/ebay-goes-amp-sign-might-break-past-news-253254

46. #SMX #11A @PeteCampbell
NORMAL

47. #SMX #11A @PeteCampbell
AMP VERSION

48. #SMX #11A @PeteCampbell
NORMAL
AMP VERSION
71%
FASTER

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INTRODUCING ACCELARATED MOBILE LINKS
Credit: https://amphtml.wordpress.com/
LOADS THE NEXT PAGE
IN ‘AMP’ MODE IF AVAILABLE

50. #SMX #11A @PeteCampbell
HOW TO IMPLEMENT GOOGLE AMP
https://wordpress.org/plugins/glue-for-yoast-seo-amp/
https://wordpress.org/plugins/amp/

51. #SMX #11A @PeteCampbell
HOW TO IMPLEMENT GOOGLE AMP
https://www.ampproject.org/docs/get_started/create_page.html

52. #SMX #11A @PeteCampbell
INSTALL FREE GOOGLE PAGESPEED MODULE
Credit: Kaizen May 2016
Google PageSpeed Module
https://developers.google.com/speed/pagespeed/module/
Combine & Minify CSS/JS
Optimise Images
Extend Browser Cache

53. #SMX #11A @PeteCampbell
Pingdom Tools (Free Account)
https://tools.pingdom.com/

54. #SMX #11A @PeteCampbell
View How a Website Actually Loads, Scripts,
Renders & Paints
Right Click in Chrome > Inspect > Timeline & Hit Refresh

55. #SMX #11A @PeteCampbell
Check Your Page Speed VS Competitors
http://kaizensearch.co.uk/speed-tool/

56. #SMX #11A @PeteCampbell
POST-WEBSITE ERA

57. #SMX #11A @PeteCampbell
MOBILE USERS PREFER APPS OVER BROWSERS

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OPENS PAGE
IN THE APP
‘Install App’
Button Fallback
APP INDEXING & DEEP-LINKING

59. #SMX #11A @PeteCampbell
Access Apps from Anywhere
Run Android Apps without Installation
INSTANT APPS WILL DOMINATE (ONE DAY)

60. #SMX #11A @PeteCampbell
NEW DEVELOPMENTS IN SPEED TECH
HTTP/2 AMP PROJECT INSTANT APPS

61. #SMX #11A @PeteCampbell
Using a CDN Tag ‘Bloat’ Image Handling
Minification In-Line Code Usage
Internal & External Script
Handling
TONS OF WAYS TO IMPROVE SITE SPEED

62. #SMX #11A @PeteCampbell
SLOW LOADING WEBSITES COST
RETAILERS £1.73BN IN LOST SALES PER YEAR
Credit: https://blog.kissmetrics.com/loading-time/

63. #SMX #11A @PeteCampbell
PAGES THAT ARE 1 SECOND FASTER EXPERIENCE
27% INCREASE IN CONVERSION RATE
Credit: https://www.soasta.com/blog/mobile-web-performance-monitoring-conversion-rate/

64. #SMX #11A @PeteCampbell
DOWNLOAD THE SLIDES: KAIZENSEARCH.CO.UK/SMX-
SITESPEED/
THANK YOU!
SEE YOU AT THE NEXT #SMX