Ten things every marketer should know about web performance no.1: why performance matters

The world of web performance is in many ways a very technical one. It’s niche, specialised. It’s technical people tinkering with code.

To some extent, this is all true. But it’s not – or shouldn’t be – the whole truth.

When we’re busy working on ways to make web pages load faster, it’s important not to lose sight of why we’re doing it. Most of the time, we’re helping organisations to make more sales. And that makes it something that marketing departments should care about.

So we thought we’d highlight a few things about web performance that we think every marketer should know.
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New upgrade to Interactive Dashboard gives you a better overview of your web estate

The Interactive Dashboard is our way of giving you an at-a-glance, real-time guide to how your monitors are performing.

It means you can instantly see any changes in performance and whether more than one web page, journey or other online service is affected.

As such, it’s perfect for big screens in ops centres, and we know a number of our customers use it in just that way.

However, some of those customers told us they wanted more.
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Could a few simple steps make your landing page four times faster?

A few weeks ago, we published a blog post that gave some general advice on building a high-performing landing page.

What we thought we’d do in this post is follow up with a practical example that shows some of that advice in action.

We built a very basic web page containing:

  • some styles
  • some JavaScript
  • a big image
  • an embedded video

It wasn’t pretty, but it did include the ingredients we featured in the earlier post, including some of the common characteristics responsible for slowing landing pages down.

We then built another version of the same page, optimised to try to get it to load and display as fast as possible.

Next, we tested both pages in Performance Analyser (using Chrome with a download speed of 5Mbps).

Here’s what we found.
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