WordCamp Toronto 2017

1. •Network: RU-Secure
•Username: trsguest2017
•Password: RUguest253$

2. Fast & Deadly: WordPress Websites
Need To be Mobile Friendly
An Advertiser’s Perspective
Presented by @Sam_Lalonde

3. Your Amazing Presenter: SAM LALONDE
Digital Marketing professional with around ~6 years of experience.
Based in Montreal (~7 yrs)
Senior Campaign Manager & Marketing Strategist @ Bloom Search Marketing
Tweet: @Sam_Lalonde
Write: sam@makeitbloom.com
Connect: https://ca.linkedin.com/in/samlalonde

4. Today’s Agenda
• Introduce Sam
• Why The Advertiser?
• The Mobile World
• Some Stats
• Industry Insights (from various case studies)
• Some quick things to do
• Recap
• Q&A or Discussion*
Feel free to ask questions throughout my prez!
Hello!

5. Why The Advertiser?

6. Every
Website
Has A Goal
Branding
- Ad Impressions
- Brand Keyword Traffic
- Direct Traffic
Engagement
- Bounce Rate
- Downloads
- Page Views
- Page Visits
- Video Views
Lead Generation
- Completed Forms
- Information Requests
- Phone Calls
- Registrations
Sales
- Average Order Value
- Cost/Profit per Sale
- Customer Value
- Funnel Drops
- Repeat Customers
- Return on Investment
- Revenue

7. We don’t go online. We live online.

8. Some stats!

9. Some stats
of cellular network connections
globally will occur at 3G or slower
speeds through 2020.

10. Some stats
of Canadian smartphone users say
they make quicker purchase
decisions now because they do
research on their phones.

11. Some stats
of all internet use will take place on
mobile devices in 2017.
75

12. Some stats
It is expected that by 2021 over 4.5 billion people
will have access to the Internet

13. Some stats
By 2020, over 25 billion devices will be
embedded with Internet-based systems

14. Some stats
of mobile searches are driven by
speed, convenience, or urgency.

15. Would you wait in this line?

16. As users migrate to mobile, page load time is perhaps the most
important metric we have. If you can’t load pages fast enough,
you can’t compete. Consumer expectations in a mobile-led
world are extreme.
– Howard Mittman - VP & publisher of the Condé Nast men’s monthly
Quote
Time

17. We are committed to improving speed across the board. If our
site takes a long time to load, it doesn’t matter how great our
journalism is, some people will leave the page before they see
what’s there.
– David Merrell - Senior Product Manager, The Washington Post
Quote
Time

18. Load
Times
Mobile pages that load 1s faster see up to
27% increase in Conversion Rates
180,000
160,000
140,000
120,000
100,000
80,000
60,000
40,000
20,000
0
1.2 1.5 1.8 2.1 2.4 2.7 3.0 3.3 3.6 4.2 4.5 4.8 5.1 5.4 5.7 6.0 6.3 6.6 6.9 7.2 7.5 7.8 8.1 8.4 8.7 9.0 9.3 9.6 9.9
Load time (seconds)
Sessions
Sessions Conversion rate (%)
1.9% conversion
rate
1.5% conversion rate
Note: Some of the pages that were faster than 2.4
seconds experienced a lower conversion rate with
the most common reason is because a lot of the
faster pages are 404/error pages.

19. Faster means fewer bounces
2.4 2.7 3.0 3.3 3.6 3.9 4.2 4.5 4.8 5.1 5.4 5.7 6.0 6.3 6.6 6.9 7.2 7.5 7.8 8.1 8.4 8.7 9.0 9.3 9.6 9.9
180,000
140,000
100,000
60,000
0
20,000
58
45
32
19
0
6
Sessions
Load time (in seconds)
Bouncerate(%)
Sessions Bounce rate
13%
bounce
rate
20%
bounce
rate
58%
bounce
rate

20. No matter what, faster is better and less is more
“...Similarly, as the number
of elements—text, titles,
images—on a page goes
from 400 to 6,000, the
probability of conversion
drops 95%.”
Load
Times

21. Load
Times
Compared
Canada does very well in mobile load times,
so the bar is even higher

22. Slow and steady doesn’t win the race
Will abandon a site
that takes >3 seconds
to load
40%
Expect a page to
load in <2 seconds
47%
Say fast load time
speed is important
to site loyalty
52%
Speed

23. No one’s willing to wait around!

24. Let’s make our websites faster!

25. Improving
Speed
What must be done to make your webpages load quickly
• Execute all JavaScript asynchronously
• Size all resources statically
• Don’t let extension mechanisms block rendering
• Keep all third-party JavaScript out of the critical path
• All CSS must be inline and size-bound
• Font triggering must be efficient
• Minimize style recalculations
• Only run GPU-accelerated animations
• Prioritize resource loading
• Load pages in an instant

26. There’s a plugin for that!

27. AMP
Plugin
AMP by Automattic: https://wordpress.org/plugins/amp/
Our good friends at Automattic have created a plugin that adds support for the Accelerated
Mobile Pages (AMP) Project, which is an an open source initiative that aims to provide mobile
optimized content that can load instantly everywhere.

28. AMP
Plugin
Glue for Yoast SEO & AMP: https://wordpress.org/plugins/glue-for-yoast-seo-amp/
The ever popular Joost de Valk (Yoast) has published the AMP Glue plugin which integrates Yoast
SEO into your AMP pages. This makes sure your meta-data is implemented correctly.

29. Improving
Speed
Use a Content Delivery Network
…deliver content to end users with lower latency

30. Cache
Use Caching When Available

31. Minify!
Minify all the things!

32. Some Tools
See How Your Website Stacks Up
• There are some really great tools out there!
• https://www.webpagetest.org/
• https://gtmetrix.com/
• https://developers.google.com/speed/pagespeed/insights/
• https://tools.pingdom.com/

33. Mobile First?

34. RECAP
If I can leave you with three things, it’s that:
• Every website has a goal and its our job to make people reach that
goal.
• People live online with their phones and they are not willing to wait
around on their phones. …the stats back this up!
• There are some plugins that already exist that can make your
WordPress websites fast, deadly, and mobile friendly!

35. …and let’s make the web a faster place!
Make something you love every day.