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Ryan Engley is the VP of Product Marketing for Unbounce. Along with Software Developer Brian Burns, he'll be answering all of your questions on page speed —something that’s more important now than ever.

It's known faster web pages are better web pages, but it’s looking like 2019 is going to be the year of page speed. As evidenced by Accelerated Mobile Pages (AMP), the introduction of mobile speed score, PageSpeed Insights, and more, Google is closely watching our page load times and cracking down on slowpokes. So are prospects—according to ampproject.org, for every extra second of load time a page’s conversions drop by 12%.

But how fast is fast enough? How much will page speed affect businesses? What can we do to stay ahead?

Ryan and Brian have been immersed in the world of page speed and AMP as they’ve thoroughly researched its implications and built out software to match its demands. They’ll be on hand to answer any questions you have about page speed from both a marketing and technical perspective and help you stay competitive in a market with a need for speed.

They'll be live from 1:30 - 3pm PT, but do their best to answer all questions that may come in! Ryan and Brian are looking forward to AMA-ing with you! 

  • MK

    Mariana Klober

    over 1 year ago #

    Hey Ryan and Brian!

    Thank you for doing this AMA :)

    Page speed is definitely a necessity to stay competitive in lots of markets!

    What are some easy steps to start increasing page speed from a marketing perspective? :)

    Thanks again!

    • RE

      Ryan Engley

      over 1 year ago #

      A great reference of what you can do to speed up your pages is to check their performance via Google Pagespeed Insights: https://developers.google.com/speed/pagespeed/insights/

      When you run a page through that, it'll give you a series of recommendations of what should be improved on your pages. Some of the advice is more backend (i.e. developer) focused while the only real front end improvement they recommend is to optimize your images. As a marketer, this can be confusing as you tend to have little control over the backend stuff.

      The list of recommendations are:
      - Avoid landing page redirects
      - Enable compression (gzip)
      - Improve server response time
      - Leverage browser caching
      - Minify resources (CSS, JS, HTML)
      - Optimize CSS Delivery
      - Prioritize visible content
      - Remove render-blocking JavaScript and
      - Optimize images

      As a marketer, you can most directly influence the last 3: prioritizing visible content, removing render blocking JS, and optimizing your images.

      Basically, you're going to want to make sure that if you add JavaScript to your pages, you use an asynchronous version if possible so the page can load first, and your javascript can load afterward. Second, when you add JavaScript to your pages, add it further down in the page, before your end tag. Since your pages load top to bottom, adding the code further down gives your visible content the opportunity to load first.

      You have a few options for optimizing your images. You can test your page with Unbounce’s landing page analyzer (https://unbounce.com/landing-page-analyzer/) which will compress your page images for you and give you a link to download them. TinyPNG (https://tinypng.com/) is another great image compression tool. Or, if you’re using Unbounce to build your landing pages, we’ll be rolling out an auto-image optimizer very soon which, as the name implies, automatically handles the compression for you while still letting you finetune the settings if you like.

      If you build your pages on Wordpress, there are a ton of different plugins that can help you solve the more technical recommendations. Or, if you use Unbounce to build your landing pages, we’re the only platform to offer Speed Boost which automatically optimizes for the Google Pagespeed Insights recommendations above to get you best-in-class scores and speedier pages.

      3 Share
  • RE

    Ryan Engley

    over 1 year ago #

    Aaaand that's a wrap! Thanks Mariana, Arsene and Dennis for submitting your questions here and to everyone who submitted questions via the Unbounce community. For some additional resources, check out why we at Unbounce see that 2019 is the year of page speed and get a peek at what we're doing about it. If you have any follow up questions please reach out to us at Unbounce on Twitter or LinkedIn and we'll get back to you ASAP.

  • AL

    Arsene Lavaux

    over 1 year ago #

    Hi Ryan and Brian- Thanks for doing this AMA.

    How would you rank the most influential page ranking factors in your experience?

    How do you go about assigning a quantitative score to their relative influence?


    • RE

      Ryan Engley

      over 1 year ago #

      Hey Arsene - great questions. For ranking factors, are you referring to how page speed could affect something like ad rank, or are you thinking more organic?

  • RE

    Ryan Engley

    over 1 year ago #

    Hey everyone - thanks for sending in your questions! Brian and I are going to start diving in. So far I see we have a couple product marketing related questions, which I'll get to toward the end once we tackle the page speed questions. We'll also be adding a number of questions that we've received from our community. Without further ado, let's get to it!

  • RE

    Ryan Engley

    over 1 year ago #

    We're going to start answering some questions we've received via the Unbounce community and through some other channels as well.

    **What about speed vs. design. How can I create AMP pages that look good?**

    AMP (Accelerated Mobile Pages) is a new-ish, open source framework for building minimalist, ultra-fast pages. We’re talking page load speeds of like 1 second fast. Since 53% of mobile visitors will abandon a page that takes more than 3 seconds to load, speedy AMP pages can significantly improve user engagement (and conversion rates).

    When AMP first came out, it seemed to be mostly publishers taking advantage to improve organic search ranking with ultra-fast bare bones pages. The framework has come a long way since then and while AMP is restrictive by nature, it doesn’t have to stop you from making great looking pages.

    The main thing to keep in mind is that you won’t be able to add just any 3rd party code you want to build things like sliders, carousels, popups etc. You’re limited to using AMP compatible components (https://www.ampproject.org/docs/reference/components).

    This isn’t necessarily a bad thing. The premise behind AMP is to improve end user experience which will in turn improve user engagement and ultimately conversion rates. When you think about mobile user experience, what we know is that mobile users wants quick, easy to navigate ultra-speedy pages. And so while you might be worrying a bit about losing some additional functionality, that functionality might be slowing down your pages and killing your conversion rates.

    AMP can help solve that.

    3 Share
  • DL

    Dennis Looijenga

    over 1 year ago #

    Hey Ryan and Brian (that's got a nice ring to it!),

    We recently started investing in Product Marketing at our software company and I'm curious to hear how you've set it up at Unbounce.

    - What channels do you use to keep users informed and engaged? And how do you decide which one(s) to use for each new update?
    - What tools/channels do you use to onboard new users?

    Thanks for doing this AMA!

    • RE

      Ryan Engley

      over 1 year ago #

      Hey Dennis - I'd love to geek out over product marketing sometime. Today's AMA is about page speed, but I'd be down to arrange time separately to connect and bounce some ideas around. Send me a message on Twitter and we can set something up.

  • RE

    Ryan Engley

    over 1 year ago #

    **I've been told page speed is important—why is it important? What am I losing without it?**

    For every second that a page takes to load, conversions drop by 12%
    and 53% of smartphone users will abandon a page entirely if it takes more than 3 seconds to load. As a marketer this means that page speed has a very real, very direct impact on your conversion rates.

    Based on what we’re seeing from Google, we at Unbounce believe that 2019 is the year of page speed. It’s the year when the difference between fast and slow content becomes the difference between showing up in the search results (whether paid or organic) or disappearing completely.

    2 Share
  • BB

    Brian Burns

    over 1 year ago #

    “Are AMP pages good for Ecommerce sites?”

    AMP can certainly play a role in Ecommerce sites. However, implementing a complete funnel using AMP can place limitations on functionality.

    One way to gain many of the benefits of AMP is to use it for product pages. These pages will load quickly when they appear in Google search. If a customer adds a product to their cart and wishes to pay, they can then be brought to the checkout funnel on the main mobile site. In this way page load speed has been prioritized for the initial interaction, where it matters most.

    2 Share
  • TN

    Teemu Nyyssönen

    over 1 year ago #

    Thanks Ryan! Great stuff!

    Since I am not a coder, could you give some tips on how can you:
    1) Enable compression (gzip)
    2) Improve server response time
    3) Leverage browser caching
    4) Minify resources (CSS, JS, HTML)
    5) Optimize CSS Delivery
    6) Prioritize visible content
    7) Remove render-blocking JavaScript

    Thank you very much!