Your Bottom Line Literally Depends on Milliseconds: 5 Advanced Techniques to Optimize Your Page Load Speed

Dainius Runkevicius
Jun 7, 2018 · 7 min read

How Mobify Increased Their Revenue with a 0.5-second Decrease in Load Speed

Mobify is a global digital platform that allows retailers to set up their shops online.

Source: Mobify’s 2016 Q2 Mobile Insights Report

Case Studies from Pinterest and Misguided

The next case study is from Pinterest. After rebuilding their site for performance, they managed to cut their wait times by 40%. As a result, they saw a 15% increase in both site registration and search engine traffic.

How 850 Milliseconds Led to a 10% Increase in Conversions

Yet one more fantastic turnaround: COOK shortened their page load time by a mere 850 milliseconds, or 0.85 seconds, and saw a 7% increase in conversions, 10% increase in pages per session, and 7% decrease in “bounce rates”.

5 Advanced Page Speed Optimization Techniques

Now that we’ve established that today each millisecond counts, let’s talk about how to actually improve one’s website. We won’t touch on the basics of web optimization and get right into the advanced tactics and techniques instead.

Combine and minify JavaScript and CSS files to reduce number of HTTP requests

Every time your website is visited, the user’s browser will ping your web server and request for the files that contain your site’s information, such as HTML, CSS, and JavaScript files, images, videos, and other files. This is called an HTTP request. Once the files are sent, the browser will then render the website for the user.

Utilize asynchronous loading

When a user’s browser renders a page, it loads the information from top to bottom. That means once it reaches a CSS or Javascript file, it’ll stop loading everything else on the page until the CSS/Javascript has been fully loaded.

Minimize Time to First Byte (TTFB)

After shortening the time it takes for your page to fully load, you’ll also need to consider the amount of time it takes to actually start loading.

Minimize round-trip times (RTTs) by using a CDN

RTT or Round-trip Time is another critical thing on the checklist to look at.

Install lazy loading for your site

Another way to improve your users’ experience is by having the top of the page (or the content above-the-fold) load faster while the rest of the page takes a few more seconds to load. This is, essentially, lazy loading and it’s especially helpful for sites that have tons of dynamic content below the fold.

Stop Underestimating This and Take Action Now

As you’ve learned, page speed is not just important. It’s literally critical. Increasing your page load speed by mere milliseconds can give you a solid boost of revenue. The ROI is almost guaranteed.

The Mission

A network of business & tech podcasts designed to accelerate learning. Selected as “Best of 2018” by Apple.

Dainius Runkevicius

Written by

Founder and editor-in-chief of Breaking Content, #1 digest for content marketing professionals

The Mission

A network of business & tech podcasts designed to accelerate learning. Selected as “Best of 2018” by Apple.