Performance optimization Intro
The three routes from speed to revenue
"A second of delay costs this much conversion" is a number from somebody else's site. Once you know the three routes from speed to money, you can measure…
Technote
Speed and conversion
What a slow site loses, measured rather than assumed — where to measure, what to fix, and how to confirm the fix changed anything.
8 articles
Performance optimization Intro
The Lighthouse score is a summary; the work is in the items
The score is several metrics weighted into one number. What you can act on is the list underneath it — and that list, not the number, is what…
Performance optimization Practical
When field and lab data disagree, which do you believe?
Lab data is one reproducible run under controlled conditions; field data is the distribution of what real customers experienced. When they disagree, they are answering different questions.
Performance optimization Practical
This is how a landing page gets heavy
Nobody decides to make a landing page heavy. It accumulates: one addition per campaign, and nothing ever removed when the campaign ends.
Performance optimization Practical
Who pays for the milliseconds a tag adds?
A tracking script does not stop at downloading. While it is parsed and executed the main thread is busy, and a busy page ignores fingers. That cost is…
SEO Practical
Every field on your form has to earn its place
Fewer fields generally convert better. But the honest question is not "how much will we gain" — it is "what does this field do to earn its place".
Development workflow Practical
An A/B test starts with two decisions
If you do not fix the sample size and the duration before you start, you will stop the test at the moment it flatters the variant you preferred.…
Performance optimization Advanced
A conversion audit: finding where people leave
Polishing a page nobody reaches is the most common waste. Walk the whole path end to end and the leak shows itself first.