A. Cache in Hand
With browser caching, resources can often be loaded from the cache, rather than transmitted from the server. While there are expiry dates on these stored files and resources, the availability of this cache can improve site speed for returning visitors who have loaded the page once already, and especially for frequent visitors (i.e. your loyal customers).
Browser caching can be quite complicated, so it’s worth investigating this further and to create the right scheme and strategy. Some basic tips can be found in this Google guide.
B. Any Variables to Declare?
C. AMP It Up
AMP – Accelerated Mobile Pages – is Google’s initiative for producing quicker, more efficient webpages for mobile. It’s a work-in-progress, but every day brings new developments and more support, as well as more customisation and stability.
AMP pages have a number of benefits for all sites, including being preferred by Google in search rankings, and being faster to load (i.e. higher site speed, exactly what you should be looking for) and for eCommerce it’s a technology to implement ASAP, or at the very least, keep an eye on.
While AMP debuted for publishing sites, recent updates have brought eCommerce sites into the fold, and eBay in particular have been quick on the uptake, now serving over eight million pages through the AMP system. That’s not all - Google is now working with eBay on things like A/B testing and smart buttons.
“With items like these in place, AMP for eCommerce will soon start surfacing,” says Senthil Padmanabhan, the principal engineer of eBay.
Customisation on eCommerce AMP pages is currently low, but it’s an ideal technology for the industry as it allows customers quicker transition between products – improving conversion rates and making the website easy to use.
During testing on the Kaizen pages, AMP was found to have a 71% faster load speed for blog posts, and a reduced page size from 2.3MB to 632kB.
|Metrics||Normal version||AMP version|
|Comparison with all tested websites||Faster than 40%||Faster than 86%|
D. Tag Bloat
Another often-overlooked culprit slowing down the websites is tag bloat. The necessity to track performance of ecommerce websites often leads into redundancy of installed tracking scripts, for example when an older tool or metric is not being used anymore, but the tag remains in the tag manager or as a snippet directly in the source code.
Regular audits of existing tagging strategy can save vital microseconds: when we analysed tagging profile of one of our clients, we have found that 14% of their existing tags were still installed with active triggers despite being obsolete and/or redundant.