How to speed up your website

The easiest way to speed up your website is to invest in a better server.

The second best way to speed up your website is to not have 3 meg GIFs of cats on the page.

But what about after that?

I took a typical Travelfish feature story page, with a standard Adload and went through a series of steps to see just how quickly I could get it to load. You’ll see that the problem of a lagging load are quickly taken out of your hands.

All results are via the smart cookies at Pingdom

Baseline
Grade 77
Requests 107
Load time 2.43 seconds
Pagesize 1.2 meg

Step 1: Remove all social sharing buttons
Theoretically effects ability of readers to share content on other networks.
Grade 80
Requests 81
Load time 3.54 seconds
Pagesize 1.1 meg

Step 2: Switch Adsense ads to async
No downside I’m aware of. That the code wasn’t already async was my oversight.
Grade 79
Requests 89
Load time 3.53 seconds
Pagesize 1.0 meg

Step 3: Reduce Jpg images from 80% to 60%
Slight change to image quality. More noticeably on retina screens. This was the biggest single improvement.
Grade 79
Requests 91
Load time 2.05 seconds
Pagesize .915 meg

Step 4: Split images across four S3 subdomains
This would have more of an effect if I had say a dozen images as there could be more parallel downloading. In this case a bit of a non issue.
Grade 78
Requests 91
Load time 2.01 seconds
Pagesize .916 meg

Step 5: Remove GAM to basic Adsense code
Removes ability for me to set an artificial floor on the ads displayed. Immediately started seeing weightloss ads. This change would have a revenue implication.
Grade 80
Requests 84
Load time 1.79 seconds
Pagesize 1.0 meg

Step 6: Dump to a plain HTML page
Removes ability to serve dynamic content.
Grade 80
Requests 82
Load time 1.15 seconds
Pagesize .918 meg

Step 7: Remove all ads
Obvious revenue implication!
Grade 85
Requests 37
Load time 0.715 seconds
Pagesize .614 meg

Step 8: Remove Facebook like code
Ego/social proof buttons no longer shown – this should have gone in step 1 – I forgot.
Grade 92
Requests 26
Load time 0.647 seconds
Pagesize .466 meg

Step 9: Remove Google search suggestion from the search box
Readers lose search suggestion.
Grade 97
Requests 19
Load time .416 seconds
Pagesize .361 meg

Step 10: Remove Google Analytics
Obvious loss of traffic measurements.
Grade 98
Requests 17
Load time 0.357 seconds
Pagesize .345 meg

So in ten steps I’ve improved load time from 2.43 seconds to .357 seconds — not too shabby. In the process though, I’ve removed all sharing, tracking and revenue opportunities. This is not exactly a win win situation.

Off the top of my head takeaways.
1) Any changes while still serving Adsense are difficult to measure as Adsense can serve wildly varying ads that will impact the Pingdom results. On one load I saw an Adsense cumulative load of around 700meg!

2) The “easiest” improvement was reducing the image quality. But there seems little point in doing this when Adsense can dump something massive in. The second easiest way is to remove ads. Great for readers — not so hot for the bottom line.

3) Google (and Facebook to a lesser extent) really need to consider adopting some of the “best practises” they keep advising everyone else to.