Website Performance

webPerformanceLong waiting times are normally regarded as a nuisance.
Hours and hours of wasting time in waiting rooms, stop-and-go traffic, or a website loading sluggishly can really get on your nerves.

However, a critical difference exists between these three examples: we are familiar with having to wait at the receptionist or in traffic jams and have even resigned ourselves to this, but a loading website can be interrupted at any time with just one click, and is not visited again. This termination is the fear of every website owner whose goal is lots of user activity.
Every hundredth of a second difference in faster or slower loading times can lead to grave consequences. If a site loads too slowly, this could lead to a loss of sales. Even today, websites that do not load in under one tenth of a second are not considered to be “instant” for most users. Over 74 percent of mobile device users leave a website if it does not load within five seconds, web designer and author Brad Frost (Brad Frost: Website Performance) explains. To explain this even better, one more example: online distributor Amazon pays with a one percent loss of sales for every 100 millisecond of additional loading time.
For optimal performance, attention should be paid to the following criteria:
1.    Performance through and through
Performance must be taken in to consideration from the start to finish in designing a website. For this, designers, technical team members, and customers need to work together. A performance optimization after the fact would result in suboptimal results.
Good performance is elementary to a successful website since search engines also do not like to wait and negatively rate longer loading times, which is then mirrored in the ranking.
2.    Improve performance
How can performance be optimized then? Starting with the server and ending with the frontend framework, everything that is necessary to display and load the actual website needs to be evaluated. Furthermore, different optimization measures can be taken, such as the implementation of a content distribution network (CDN), minification, or compression via Gzip. In addition, analysis tools such as Google PageSpeed Insights or YSlow can be used to test loading times or make suggestions for the optimization.
3.    Keep the mobile user in mind
The above-mentioned mobile users are driving expectations regarding website performance through the roof. If users are plagued by sporadic internet coverage due to their locations, other factors affect performance even more negatively. Demands of mobile users need to be taken into account more and more from a SEO standpoint. For this, prototyping early on and testing in a realistic environment help to create an initial estimate.
4.    Creative loading times
Instead of forcing users to stare at a progress bar while the page is loading, you can entertain them with a loading animation. This will elegantly tide users over during critical loading times; ideally users will even receive some kind of added benefit from the animation. For the user experience, it is thus important how the visitor perceives the waiting time.
In summary, you could say that optimization in the area of loading time has become more important than ever since good performance has a positive impact in various areas, such as user experience or search engine optimization. To ensure good performance, a highly-effective solution needs to be strived for collectively at all times, from the conception to the design to the implementation. All website owners thus need to pursue the goal of optimizing their website regarding loading time.

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