#the website itself literally gives any first-time visitors a heads up that pretty much anything goes on there. do people even read that

[misclogarts]

so ao3 is down

#itlogthoughts #i;m going to rant for a second because whatever #i still find it insanely annoying how some people complain about certain things being on ao3 despite it being. you know. tagged. #the website itself literally gives any first-time visitors a heads up that pretty much anything goes on there. do people even read that #i get that seeing that sort of thing can make people uncomfortable but at some point they have to realize that other people exist too #and that they;re pretty much free to post whatever weird shit they;d like #so please. mind the tags #and if you;re one of the people that complain please consider filtering/muting tags #you don;t have to see it if you don;t want to since the option to exclude tags is literally right there #this goes for any other social media site (or at least tumblr and twitter) too #rant

[whimsimmortal]

Plot Bunny

Wow, I’m alive! And posting fanfiction on tumblr, as if I have any idea what I’m doing!! Please check it out on AO3, where I am actually capable of navigating the website: https://archiveofourown.org/works/27441853

Plink. Another small, innocuous sound scarcely registered past Danny’s homework-induced stupor. It could have been a stray raindrop or a kamikaze bug. He had more important things demanding his attention; namely, the book report due tomorrow. This was at least the fifth time he’d rewritten the same paragraph. Words had lost all meaning to him by this point, but he was so close to finishing.

Tip-tap. Clonk, the noise emitting from the bedroom window insisted. He glared suspiciously towards the disturbance, envisioning ethereal arrows or blob ghosts intent on breaking in. He hadn’t sensed anything ghostly nearby, but given his luck, the paranoia was usually warranted. Emitting a groan from the depths of his soul, he rose from his desk to inspect the noise. He spared a second to stretch and shake the pins and needles out of his fingers, trying to wake up. Just in case it was something serious, y'know. Tink. “Alright, jeez, I’m coming,” he muttered, pulling back his curtain.

There weren’t any ghosts, of course. That was somewhat of a relief, even if going down swinging  was preferable to succumbing to a failing high school education. The early sunset gleamed amber off the windows across the street, and the sky was clear, except for— chink— the pebbles bouncing off his window. A lone kid was standing on the sidewalk below, no older than eight or nine. He looked vaguely familiar. He was pulling his arm back to throw more stones and bawling his eyes out.

Danny yanked open the window, sliding up the screen to fully stick his head out. His core vibrated, unsettled. There wasn’t any obvious danger, and the kid didn’t look hurt. Where were his parents? Why was he here? “Hey! What’s wrong, buddy? Are you okay?”

“You, you, you,” the kid tried to start, but great hiccupping sobs interrupted him. He scrubbed his face with his fists, obviously trying to regain his composure. “You’ve gotta send the ghost hero out!”

Danny jerked back, unintentionally smacking the back of his skull on the underside of the window. Well, now he was awake. What? “Uh, a ghost? Here? No, there isn’t—I can’t—what are you talking about?”

The boy was right up against the side of the house now, sniffling loudly and staring straight up at Danny with wide, sad eyes. “Please?” He whined, winding his hands up in the fabric of his sweater nervously.

Well, now he was stuck. Some random kid was going to out his whole identity, but the urge to help was almost overwhelming. “I can’t—there can’t be any ghosts here, but give me a second and I can just come down?” He offered. “Do you want me to find your parents?”

“Noooo!” The kid wailed and stomped his foot, banging on the wall with his tiny fists. “Don’t lie to me! I’ve seen the superman ghost go in there! Let him out! I need him!!”

Oh, crap, someone was going to hear. This kid’s parents were going to freak out, or his own parents were going to notice, and what if they took that kind of claim seriously? Shoot. Literally. He chuckled nervously. “Hey, hey, shhh, okay! You win! I’ll, uh, summon him, or something! But you have to be quiet, or you’ll, y’know, scare him off.” The child nodded solemnly, wiping his nose on the back of his sleeve and stifling his sobs.

Danny ducked back behind the curtain, gracelessly crumpling to sit with his back against the wall. He ran his hands through his hair. He’d been seen? When? He’d tried so hard to be careful, and use invisibility whenever he was close to the house. Maybe he’d gotten lazy. Maybe, sometimes, he let the promise of sleep take priority over precautions. Stupid.  He smacked the palm of his hand into his forehead, frustrated. How long had this kid known? Who else had he told? He couldn’t just scare him into silence, he was too little. That was just messed up, he’d give him nightmares or something.

He wasn’t going to figure anything out by sitting here moping. He triggered the transformation, the familiar prickling electric feeling swiftly replaced by the soothing cold. He turned to peek over the edge of the window, checking for anyone else around. It was still just the same kid, kicking at a pebble on the concrete while he waited.

He floated down slowly, not wanting to startle his impromptu visitor, who turned and saw him as he touched down. The little guy gasped, forgotten tears slipping away from unblinking eyes.

“Hi there,” Danny prompted gently. “Were you looking for me?”

The kid kept ogling, mesmerized, and a few seconds passed by before he could shake himself out of it. “Wow, you’re the real superhero guy,” he whispered reverently.

Oh. That was pretty cute, actually. He couldn’t help but smile. “Yeah, that’s me. You can call me Phantom,” he offered.

“I’m Wyatt,” the kid mumbled, covering his damp cheeks with his hands shyly. He tipped his head down, still staring through his eyelashes.

A neighbor’s front door opened down the street, and Danny swiftly disappeared. Wyatt startled, blindly swinging his hands back and forth through the seemingly-empty space. “Wait! Come back!” He recoiled with a yelp when his blundering reach made contact with the specter.

“It's okay, I’m right here,” he reassured the kid. “But we can’t let people know I’m here, okay? They’ll—um. I’ll get in trouble.”

Wyatt squinted, reaching forward again. Danny offered his hand, and the little fingers gripped his glove tightly. He looked like he was offering the empty air a fist bump. “Right,” the kid agreed earnestly.

“Seriously,” Danny pressed. “You can’t tell anyone that I li-” he bit his tongue. Don’t say ‘live’. That’s so dumb. “Uh. Hang out here sometimes. Not even your friends, okay? Promise?”

Wyatt’s little dark eyebrows drew together, and despite his trembling chin and small stature, he looked profoundly serious. He shook the hand. “I promise.”

Well, that would have to do for now. “Thanks. Uh, what did you need me for?”

The kid’s eyes immediately started to well up again, but he squeezed Danny’s fingers and pressed his lips to put on a brave face. “C’mon, Phantom, you’ve gotta-” he sniffed. “You gotta save Fuzzy,” he warbled, turning and pulling. The ghost floated behind like a balloon on a string as the pair stepped down from the curb, heading across the street.

Oh, man, if this was about a dead pet, he wasn’t sure what he was going to do. That was closer to Jazz’s expertise. He swallowed his mounting dread. “Who’s Fuzzy?”

Wyatt’s face scrunched up. “He’s my bunny,” he explained, looking away. “I was just tryin’ to show ‘im to Audrey, and—and then,” he sobbed. “He went under the house! And he’s gonna get lost and stuck, and I’m-, never-, gonna see him ever again!” He let go, burying his face in his hands and howling.

Danny rested a hand lightly on Wyatt’s little shoulder, throat tight. He’d never had a pet like that, but he could understand the fear of losing loved ones a little too well, and empathy always felt more forceful when he was in ghost form. Probably something related to ectoplasm being shaped by residual emotional energy, blah blah ecto-science theory. “Don’t worry, we’ll find him.”

The unusual duo walked two more houses down the block and cut through a side yard to a modest backyard, strewn with outdoor toys and an overturned wire fence—likey an outdoor pen for Fuzzy. An even younger girl sat on the paved patio, chewing on the end of her braid. She leaped up as they drew close. “Wyatt! I told my dad about Fuzzbutt, and he’ll call the—um, animal people. But they’re not here yet. Did you find him?”

Wyatt glanced a little to Danny’s left with a guilty expression. Well, crap, so much for his secret. He bit his lip, trying to keep his cool. First things first. A cursory scan of the area didn’t show anyone else in the immediate vicinity, so he faded back into visibility. The little girl—‘Audrey’, he guessed—gave a muffled shriek. “Ghost man!”

“Hush,” Wyatt scolded, voice quavering. “He’s a secret.”

“Oh,” Audrey whispered back. “Hello, mister normal guy man. I think you’re cool.” She beamed up at him.

“Hello, small ordinary human,” Danny quipped, and Audrey giggled delightedly. Wyatt dropped to his hands and knees, crawling up to the house, where a gap between the foundation and dirt was evident. The other two peeked over his shoulder, but there wasn’t any bunny visible past the darkness.

“Fuzzy,” Wyatt choked out. “Hang in there, we’re gonna rescue you!”

Danny turned intangible, letting his molecules seep down through the dirt past the level of his nose. He drifted close to the base of the house, juicing up the glow from his eyes. “Just wait here, okay?” Two grim, round little faces nodded back, and with that minor assurance, he delved beneath the house.

The weight of the floor above loomed. It was claustrophobic, like being buried… well, half-alive. The musty, dank mildew smell was gross, even though he wasn’t breathing. He could taste it. “Here, bunny, bunny,” he muttered. Please don’t be hurt.

A tiny pair of eyes reflected green through the gloom. The little ball of fluff was backed into a corner, and it snorted like a tiny angry bull, stomping its feet. Danny hadn’t even known rabbits could make that sound. It probably didn’t like his creeping, unnatural aura, like most rational animals. “Shhh,” he cooed, reaching for the tiny, grubby ball of fluff and dimming his glow. “I’m not gonna hurt ya.”

Fuzzbutt wasn’t convinced. In a courageous move, it darted through Danny’s forehead, wedging itself under a crooked board and squealing. Danny reached easily through the plank and wrapped his hands around the unhappy creature, sharing his intangibility. It writhed and fussed, trying to bite through his gloves. “Stop that!” He clutched it close to his chest; if he dropped it here, the stubborn thing really would be stuck. He swooped back out into the backyard, startling the anxiously waiting kids.

Audrey shrieked and tipped over. Wyatt recovered first, leaping to his Velcro-sneakered feet expectantly. “Is he okay?”

Danny recovered a more solid form, holding up the wiggling rabbit. Wyatt gasped, fresh tears glittering on his eyelashes. He reached out for the beloved pet, unable to contain his joy at the reunion. “Fuzzy! You’re okay! I love you, Fuzzy!”

“Let’s go inside first, so he doesn’t get away again?” Danny suggested. The last thing anyone needed was an instant replay. Audrey darted to open the back door, and Wyatt led the way inside. He sat on the wooden floor with open arms, and as soon as the door was firmly shut again, Danny deposited the squirming animal into his lap. Fuzzy looked marginally more content to receive numerous sloppy kisses from his adoring owner. He was actually a pretty cute little guy, black and white like a panda.

Even footsteps padded around the corner. “Wyatt, baby? Did you find-” the woman’s question cut off abruptly as she noticed the glowing stranger in her living room.

Crud. At this rate, the whole block was going to find him out before the week was up. He edged back a little, rubbing the back of his neck. “Sorry, I was just, um,” darn it, wrong persona. He cleared his throat and squared his shoulders. “Doing my heroic duty, ma’am,” he finished in a falsely deep voice.

Audrey giggled (he didn’t sound that bad!), and the woman smiled nervously. Wyatt hopped to his feet, still cradling his bunny. “Mama! Look, he saved Fuzzy! I’m gonna rename him Fuzzy Phantom,” he declared.

Mama Wyatt dutifully stroked the bunny’s dusty ears. “Fuzzy Phantom needs a bath,” she commented, before looking back up to meet Danny’s eyes. She held out her clean hand, and it took him a second to recognize the offered handshake. He started to reach back, thought twice about his messy glove, and hastily peeled it off to shake her hand. Her fingers were delicate, but they didn’t falter at the chill. “You look taller on the TV,” she joked lightly. “It’s nice to meet you. Phantom, right?”

He nodded. “Uh, it was nice to meet you, too, Ms.-?”

“Sylvie Rosales,” she supplemented. Audrey snuck around her to flounce deeper into the house, taking the adult’s distraction as an invitation, and Wyatt started to follow her, but hesitated. He snuck a hand out around Fuzzy to tug on Danny’s arm, so he leaned down accommodatingly.

Wyatt stood on his tiptoes to whisper in his ear. “Can I come see you sometimes?”

Oh, heck, no. That would be truly asking for disaster. “No,” he quickly replied, but before Wyatt’s pout could evolve into a true objection, he added, “but if you really don’t tell anyone how to find me, I could drop by sometimes.” He looked towards Ms. Rosales. “If that’s okay?”

Wyatt looked over to his mom pleadingly, stars in his eyes. What have I gotten myself into, Danny wondered, but he couldn’t help feeling charmed. Ms. Rosales looked like she was thinking along the same lines, with her thin-lipped smile and folded arms. “As long as you don’t cause any trouble,” she hedged.

“Thank you!!” Wyatt hugged Danny spontaneously, smushing his face into his shoulder. Fuzzy grunted his objection.

Danny ruffled the kid’s mop of hair. “I should get going. Take care of Fuzzy,” he grinned, pulling away. “And stay safe,” he added in his false baritone with a mock salute.

“You, too,” he heard Ms. Rosales call after him as he phased through the wall. He looped above the street once cheerfully before disappearing to sneak back home. He’d left his window open; rose-tinted light and a handful of moths had spilled onto his bedroom floor. This time, he didn’t reappear or turn back until he’d stealthily drawn the window and curtains closed.

He still had an hour or so to plug into his homework. He hummed as he started back in on the paragraph he’d been stuck on. It didn’t seem as daunting now, even with the lost time and near reveal. He’d have to keep an eye on his nosy little neighbor, but in the end, maybe it was the moments like today that made the whole gig worth it.

#Whimsi writes #Whimsi forgot how she wrote her tags #Danny Phantom #fanfiction #fluff #cute #wholesome #drabble #plot bunny

[talkagency]

5 WAYS TO ATTRACT YOUR COMPETITORS CUSTOMERS TODAY

If you have an online business, you will already know how cut-throat the world of online sales and services can be.

Competition is rife, and every business is out to claim the top spot. Even though this can make it hard for you to know which direction to head. It does have its benefits. It can help improve your website traffic.

Think about it for a second. If you have one or a handful of businesses that dominate your niche or industry, you know that potential customers are out there.

  https://www.talkagency.com.au/wp-content/uploads/2019/04/5_WAYS_TO_ATTRACT_YOUR_COMPETITORS_CUSTO.mp4

  In fact, you pretty much have a solid customer base out there ripe for the picking. All you need to do is work out how to entice them across. And it might not be as difficult as you would imagine.

Today we are going to look at some of the best ways to encourage your competitors customers to switch over to your brand.

Cut Your Costs

There is literally no other method more effective than undercutting your competitors prices. Even knocking off 1 cent from your competitors base price can have a huge impact.

Be honest with yourself. When you last browsed Amazon or eBay, did you look at a selection of identical products and make your choice on the final price?

How about searching for a flight? Did you go direct to the airline? Or did you use a flight comparison website, such as SkyScanner to find the cheapest price for the day that you wanted?

People are naturally drawn to good value for money. However, you don’t want to come across as too good to be true. The best way to do this is check out your competitors prices and aim to be two to 3% lower than them.

Another thing that works well when cutting your prices is to avoid round numbers and .99 price tags. Just about every online retailer uses .99 as it’s been shown that customers are more likely to purchase a product that is 19.99 instead of 20.00.

But, using .48 and .98 has an even bigger impact. Remember that most consumers filter products and services from the lowest price to the highest. If you can pip your competitors to the top spot, you improve your exposure and likelihood of attracting your competitors customers.

Improve your Visibility & Website Traffic

A good digital marketing campaign can raise your profile. An awesome digital marketing campaign can make your business.

There is a fine line between marketing and spamming. Overstep that line and your business or brand can lose your audience’s trust. While email marketing and on-site marketing can work to your advantage, think outside the box.

This is where social media comes into play. Yes, you can promote your products or services to your audience. But first focus on building a connection with them. Once you have their attention, start working on discounts and competitions.

You also want to be putting lots of shareable and highly valuable content out there. Aim to answer their questions and stop the search. Give them some unique tips and advice. And target your content to your demographics.

Get people Talking

One of the oldest yet most effective ways of attracting customers to your brand or business is by word of mouth. When people recommend your business, be it on social media or an internet forum, potential customers have more faith in you.

No amount of money or clever marketing strategies will ever work as well as word of mouth does. And this is where a little bit of research goes a long way.

Spend some time Googling your brand and products. Head to YouTube and look for any product reviews. Search social media for any hashtags. When you find reviews and comments about your products, reach out to the blogger, vlogger or author.

If you come across any influencers, arrange to send them some products for free that you would like them to review. Give them a chance to offer their subscribers and viewers a discount on your products via a referral link.

Of course, if you do this you need to have absolute faith in your products. Make sure that what they receive is in perfect condition. The last thing you need is to send them a defective item and receive a negative review.

All it takes is that one review to see your product take off like a rocket. If you really want to test the waters, look for reviewers and influencers that have reviewed your competitors products. Get in touch with them too and have them review your product… which should be of the same quality but at a lower price.

Focus on Video

A blog post maybe has 500 words. A picture is worth a thousand. And a video tells an entire story. Video marketing is an amazing way to showcase your products or services and boost website traffic .

You have the opportunity to show more than a 2D image to your audience. You can show them what it looks like, how it works and what they can expect from it.

When it comes to social media, video dominates over images and text based content. If you can create a viral video, your product or service will pretty much market itself.

When creating video content for social media, there are a few basic rules to follow.

  Keep it short and simple – anything more than a minute and you are likely to lose the viewer’s interest.

Pick the right audio – if you use a tune that is annoying, people are going to turn off almost immediately.

Use high-quality images and video – showcase your products or services in the best possible light.

Answer the question – make it clear from the start why your product or service is the best value for money.

Don’t use a sales pitch – the aim is to create a video that doesn’t come across as an advert. Most people don’t like adverts, on TV, on their phone, and definitely on the internet.

  Basically, you want to grab their attention within the first 5 seconds and then keep it. Make sure that it is share-worthy. Don’t underestimate the power that an engaging and well-presented video has.

Fill the Gaps

The final thing to look for are any gaps in the market that you can fill. This could be by providing useful and informative content answering less common questions about products or services. Or perhaps offering a unique and innovative product or service that is missing. This will help boost website traffic and website visitors.

Reach out to your audience on social media and ask them what types of products or services they would like to see become available. This is one of the best ways to discover exactly what is missing from the market.

Once you have a better idea of the direction to head, don’t be afraid to leap in with both feet first. Sure, your competitors may release a similar product in the future. But not only will you be the first to market it. You will have a chance to hoover up your competitors customers and improve website traffic and site ranking by offering them what they want.

  Article first published here: 5 WAYS TO ATTRACT YOUR COMPETITORS CUSTOMERS TODAY

#seo #internet marketing

[annaxkeating]

Increase Your Landing Page Speed (By Stealing Our Homework)

If you’ve read Unbounce’s 2019 Page Speed Report (and you really should), then you already know why speed is so important this year. Slow-loading landing pages have always been an obstacle to higher conversions, and now Google is punishing poor mobile load times in its search rankings. To be successful in 2019, we—marketers—need to be thinking fast. But are we?

To find out, we polled almost 400 marketers on their attitudes around page speed and asked what (if anything) they were doing to get faster.

Just 56% of marketers are happy with their mobile load times, according to the 2019 Page Speed Report.

Almost three of every four respondents said they had taken steps to improve their page speeds over the last year, and that’s pretty good. Alarmingly, though, only half of marketers we surveyed are satisfied with their load times on mobile.

So most marketers are trying to get faster, but many aren’t where they want to be. Which begs the question: what are people doing to speed up their landing page load times?

Computer, enhance!

Only 39% of marketers have bothered to find out how fast their pages are actually loading. Not great.

Here, we start to see why marketers are somewhat pessimistic about their page speed progress. Just over half have optimized their landing page images—ostensibly one of the simplest ways to speed up your load times—and even fewer have done any of the real technical-sounding things they need to get faster. (I mean, fair, they sound pretty boring to us, too.)

Here’s a doozy, though: just one in three marketers have run a website speed test to find out whether their load times are impacting their conversions. That’s the easiest one!

And hey, we get it. Marketers are being asked to do more than ever before, often with fewer resources. If you’re a small team (or a single person, the smallest of the teams), you might feel you don’t have the time or expertise to meaningfully improve your page speed.

But I’ve gone and done the hard work for you—me, a film school graduate who, until recently, believed that his Apple computer was impervious to viruses. (Hoo boy, it is not.) I’ve spent hours talking to Unbounce developers, reading how-to guides, and generally just bombarding my brain with the most dull, technical page speed information I could get ahold of. (Apologies to said developers.) And if I can get my head around it, there’s no excuse for the rest of you.

Below, I’ve simplified some of the most effective ways to increase your landing page loading times in a guide. For each fix, I’ve indicated the technical difficulty and the estimated time it’ll take, so you know exactly what you’re getting yourself in to. Use the table of contents below to jump to what’s relevant to you, or go ahead and do it all in order.

Jump to a Landing Page Speed Fix

How to Check Your Landing Page Speed

Run a Google Speed Test (5 Minutes)

Try the Unbounce Landing Page Analyzer (5 Minutes)

Improve Your Landing Page Speed: Easy Fixes

Reduce Your Page Content (15 Minutes)

Optimize Your Images (30 Minutes)

Host Your Videos Elsewhere (30 Minutes)

Audit Your Hosting Solution (30 Minutes)

Implement a CDN (30 Minutes)

Improve Your Landing Page Speed: Intermediate Fixes

Minify HTML, JS, and CSS (15 Minutes)

Enable Browser Caching (15 Minutes)

Set Up GZIP Compression (15 Minutes)

Kill Needless Scripts and Plugins (30 Minutes)

Convert Images to Sprites (30 Minutes)

Improve Your Landing Page Speed: Hard Fixes

Remove Render-Blocking JS and CSS (45 Minutes)

Start Hand-Coding with AMP

Ready to boost your page speed?

Get Unbounce's landing page speed checklist and follow our step-by-step guide to improve your load times in a single afternoon.

var eventMethod=window.addEventListener?"addEventListener":"attachEvent",eventer=window[eventMethod],messageEvent="attachEvent"==eventMethod?"onmessage":"message",estop=!1;eventer(messageEvent,function(e){if("inline"==e.data[2])e.data[1]=e.data[1]+11,document.getElementById(e.data[0]).style.height=e.data[1]+"px";else{if(isNaN(e.data)&&"stop"!==e.data)return;if("stop"==e.data)return estop=!0,!1;estop||(e.data=e.data+11,document.getElementById("sizetracker").style.height=e.data+"px")}},!1);

Final note: If you’ve built your page with Unbounce, you can skip a lot of this stuff—we make many speed fixes on the back-end automatically. In this post, look for the ‘Building Pages in Unbounce?‘ callout boxes to see if a given fix is something you need to implement.

Look for these callout boxes throughout this post to get Unbounce-specific tips and learn how we automatically optimize your landing pages to make them load super fast.

How to Check Your Landing Page Speed

First things first.

Before you throw on your hard hat and start hitting things with a hammer (both figuratively and literally), it’s important to have some idea of what’s working—and what’s not—on your landing page. That means running a speed audit.

It’s important to point out that, regardless of which speed test you use, you don’t want to get too hung up on your score. Achieving a perfect score is not always technically possible (and it might not even be desirable). Instead, use your results as a general guideline to improve page speed and implement the fixes that make sense for you.

Okay—let’s test them pages.

Run a Google Speed Test

Difficulty: Easy / Estimated Time: 5 Minutes

There are a bunch of great tools for testing your page speed, but why not start with the big dog itself? Google’s PageSpeed Insights is an awesome way to do a quick performance check-up with at-a-glance recommendations. (Ryan Engley, Unbounce’s VP of Product Marketing, explains how to interpret and act on your PageSpeed Insights results in this must-read blog post.) Then there’s Lighthouse, a newer tool from Google that provides a comprehensive analysis of your how your page presents to end users.

You’ll also want to run your page through Google’s Test My Site tool, which will check your speed from a mobile perspective.

Clicking on individual results in PageSpeed Insights will reveal your problematic page elements.

Running a Google speed test should only take a couple of minutes, and the results will help you identify some of the top opportunities to boost your landing page load times.

Try the Unbounce Landing Page Analyzer

Difficulty: Easy / Estimated Time: 5 Minutes

Running a speed test with Google should be your top priority, but PageSpeed Insights doesn’t give results tailored to landing pages. For that, you’ll want to run your page through the Unbounce Landing Page Analyzer, which not only provides feedback on page performance but includes a bunch of advice on creating more effective campaigns and kicking your conversions into overdrive.

Unbounce’s Landing Page Analyzer provides feedback on page speed, but also actionable advice on things like SEO, message match, and mobile-friendliness.

Building Pages in Unbounce? Then you’ll definitely want to give our Landing Page Analyzer a shot. Get best-practice recommendations for conversion optimization and see how your landing pages stack up against others in your industry.

Improve Your Landing Page Speed: Easy Fixes

With your results from both Google and Unbounce, you’ll be well-equipped to move onto the actual work of making your page perform better. It’s time to pick up that hammer.

These fixes should be simple enough for anyone to tackle, regardless of their technical expertise.

Reduce Your Page Content

Difficulty: Easy / Estimated Time: 15 Minutes

We’ve marked this as an easy opportunity to increase your page speed, but it probably won’t feel like that when you start thinking about which elements on your page you can junk. Marketers love big hero shots, beautiful supporting imagery, and fun, animated explainer videos. But how much of that content is actually helping you drive conversions?

Visual content accounts for a huge portion of the size of an average web page—images account for over 20% of web page weight, as pointed out by Kinsta—and each element creates an HTTP request. That’s when your visitor’s browser pings your web server to request the files that make up the elements of your page. Too many calls can be a serious drag on your load time, so one of the simplest ways to improve your page speed is cutting down the number of elements you include.

Look at each piece of content on your page critically, then ask yourself: “Does this spark joy?” “Does this increase conversions?” If you don’t think there are pieces you can toss, try running an A/B test with a slimmed-down version of the page. The results might surprise you.

Bottom line: stick to the fundamentals of good landing page design and try to keep the number of elements (and thus HTTP requests) to a minimum.

Building Pages in Unbounce? We recommend that you keep things pretty lean, but we’d never remove content from your landing page. (Must resist… desire… to do best practices…) This is one optimization that you’ll have to tackle on your own.

Optimize Your Images

Difficulty: Easy / Estimated Time: 30 Minutes

Once you’ve trimmed some elements from your page, you’ll want to optimize the content that made the cut. Poor image optimization is the most common reason for slow page loads, especially for mobile visitors. Fortunately, it’s also one of the easiest issues to fix.

These are some quick tips for shrinking your images and improving your page speed. The goal here should be getting images at least under 800kb, but the smaller we can make them, the better.

Resize your images

It’s easy to chuck a larger image onto your page and rely on your content management system (CMS) to compress it to the appropriate size, but it’ll still be loading at least some of those extra pixels on the back end, and your visitors are going to feel it in the load. When you add an image, make sure it’s the same dimensions that your page will be rendering it.*

*This doesn’t necessarily apply to Unbounce’s retina image support—read up on that here.

Choose the right file type

Most people don’t think too much about the format of the image they’re uploading, but it can have a dramatic effect on page performance. The file types you’re probably most familiar with are JPEG and PNG—and, yes, there are differences.

JPEG is a ‘lossy’ format, which means it’ll lose some data during compression. That typically gives you a smaller file, but it can come at the expense of visual fidelity. Generally, images with significant color variation (say, photographs) perform better as JPEGs, and any dip in quality can usually go undetected.

PNG is ‘lossless,’ so the image’s appearance won’t change when resized, but it tends to make for larger files if there’s significant color variation. PNG is ideal for simple images with defined shapes, like those with text. Saving PNGs in 8-bit (rather than 24-bit, which has a broader color palette) can help shave off some extra bites.

Here are some optimization tips for JPEG and PNG (and GIF, that villain) from Google itself.

Use compression tools

Before your weigh-in, it’s good to run images through a final round of compression. There are plenty of image compression tools on WordPress, as well as some free, standalone ones like TinyPNG. These shrinky gizmos offer a simple way to cut down your image sizes without braving the cursed labyrinth that is Adobe’s export settings. (Hey, I’m a words guy.)

Your takeaways here are:

Ensure your image dimensions match how they’ll actually be displayed

Use JPEG when a slight dip in visual fidelity isn’t the end of the world (like photography), but PNG when it is (images with text and sharp lines)

Compress images to keep the file size as tiny as possible

If you want to take a deeper dive into image optimization, we recommend that you check out this post from Search Engine Land, which goes into detail on making images smaller while keeping them beautiful.

Building Pages in Unbounce? We’ve got you covered. Unbounce’s Auto Image Optimizer shrinks your images as soon as they’re uploaded so you can focus on making the best landing page possible.

Host Your Videos Elsewhere

Difficulty: Easy / Estimated Time: 30 Minutes

Why carry something yourself when you can make someone else carry it for you? That’s my motto for landing pages and life, and it’s why I’m no longer welcome on Unbounce’s company hiking trips.

Hosting videos on your own domain can be great for SEO purposes, but that’s not usually our goal with landing pages. We want everything to load in a flash and give our visitors the best chance to convert. Depending on your hosting solution, though, your videos might be slowing down your page speed, suffering from playback issues, and taking up an uncomfortable amount of server space.

Done properly, transferring videos to a third-party platform can shed some extra load time and help your pages render faster. Consider moving video content to Wistia, YouTube, or Vimeo, then using a light embed technique so that your videos only load heavier playback elements when your visitors actually click on them.

Building Pages in Unbounce? As a disclaimer: Using light embed codes with Unbounce (or any custom code, for that matter) will require some technical knowledge to implement and could, in rare cases, cause issues. Check out this Unbounce community post for more information.

Audit Your Hosting Solution

Difficulty: Easy / Estimated Time: 30 Minutes

Loading speed isn’t just determined by what’s on your landing page. Your web host also has a major influence in how quickly your page rolls out to potential customers.

There are three common models for web hosting:

Shared hosting Generally the most affordable solution, shared hosting is when your website is hosted alongside other sites on a single web server. Everyone draws from common resources (like storage space and processing power), which means—you guessed it—you need to share.

Virtual private server (VPS) hosting This is essentially a mix of both shared and dedicated hosting. With VPS, your website still shares server space with others, but you’ll have dedicated resources that no one else can dip into. The result is more power and flexibility, but it tends to come with a higher price tag.

Dedicated hosting For those who’ve had a traumatic roommate experience (who hasn’t?), dedicated hosting means your website has the server all to itself. More resources, no sharing. That’s great if you’re heavy on digital content and get a ton of traffic, but dedicated hosting is also the most expensive option and requires the technical know-how to set up and maintain your server.

Low-volume websites can generally get by with the cost-effective shared solution, but once your traffic starts to rise, you might not be getting enough juice from your web host to deliver content quickly—and that’s when load times start to suffer. (Give this post from Search Engine Journal a read for a more comprehensive explanation.)

It’s also important to note that the whereabouts of your web server can have a significant impact on your page speed. If you’re not using a content delivery network (CDN; more on this below), you’ll want to make sure that traffic from foreign countries isn’t encountering too much latency.

Think your hosting solution might be impacting your page speed? Run your site through a server speed test like this one from Bitcatcha, and use WebPageTest or Pingdom to see how your quickly your landing page loads in other countries. Depending on the results, you might decide it’s time to upgrade your hosting plan (or change web hosts altogether).

Building Pages in Unbounce? You don’t have to worry about this one—Unbounce’s global hosting solution boasts 99.95% uptime and ensures that your landing pages always have the necessary resources to load super fast.

Implement a CDN

Difficulty: Easy / Estimated Time: 30 Minutes

When your landing page gets a visitor, their web browser pings your server to get the content necessary to build out the page. Simple, right? Everyone downloads your website information from the same place, regardless of their location around the world. Well, that’s usually fine if the visitor is in or close to the country that your web server is located, but when they’re halfway around the globe, chances are they’re going to encounter some latency.

To avoid that, you should look into deploying a CDN, which caches your website across a network of data centers and proxy servers all over the planet. Say your own server is in the United States and someone from Lithuania is trying to visit your landing page. Instead of downloading your content from across the Atlantic, that visitor can pull a cached version from a server nearby.

Setting your website up with a CDN is pretty straightforward and—depending on your traffic—generally affordable. Here’s a list of some popular CDN providers from Mashable.

Building Pages in Unbounce? We’ve got five global data centers supporting the Unbounce CDN, which means your landing pages will load in a flash regardless of where they’re being accessed from.

Improve Your Landing Page Speed: Intermediate Fixes

These next speed fixes are a little trickier, but they should be manageable for marketers with a little technical know-how. Still, a mistake here could mean actual damage to your landing page.

Our recommendation? Do some research, make a backup, and—if you can—consult briefly with a developer on your team. It never hurts to have an experienced colleague to turn to if you get in over your head.

Building Pages in Unbounce? We talk a lot about WordPress through this next section. If you’re using our plugin to publish Unbounce landing pages to a WordPress domain, some of these recommended speed fixes can actually cause technical issues. Don’t hesitate to reach out to us for clarification if you’re ever unsure.

Minify HTML, CSS, and JS

Difficulty: Intermediate / Estimated Time: 15 Minutes

All those lines of HTML, CSS, and JS code that make up your landing page? They’re packed with spaces, line breaks, and other bits of formatting that make it more legible and easier for us to interpret, but each makes your load time just an eensy bit slower—and the web browsers your visitors are using to render your page don’t particularly need them.

With minification, the goal is to cut out all of that extra junk and condense your code so that browsers can read it faster. Here’s an example snippet of Javascript code from Wikipedia:

var array = []; for (var i = 0; i < 20; i++) { array[i] = i; }

After minifying, that code would look something like this:

for(var a=[i=0];++i<20;a[i]=i);

There are plenty of free online tools that will do this for your landing page, like Minify Code, as well as a bunch of WordPress plugins. Be sure to check out this post from Elegant Themes, which is an awesome resource that dives into the many options at your disposal.

Building Pages in Unbounce? Do we minify? We practically invented minifying. (Editor’s note: We did not.) Unbounce compresses all of your code automatically, making your landing page as slim as can be. No coding your pages from scratch and no minifying that code in the background? We’re making this too easy for you.

Enable Browser Caching

Difficulty: Intermediate / Estimated Time: 15 Minutes

The goal with any landing page should be getting prospects to convert the first time they visit, but the reality is that not everyone will. Sometimes, visitors will need some time to think about it: they’ll bounce, do more research, check out some competitors, then come back to your original offer. Browser caching ensures that when they return, your page will load even faster—and that’ll make them more likely to convert.

Not sure if you’ve already got caching enabled? Before you start, run a quick caching check using a tool like this one from GiftOfSpeed.

If your site is built on WordPress, enabling caching is as easy as adding a plugin.* (WordPress is almost too easy, huh?) Check out this list of caching plugins, most of which include quick instructions for getting set up.

*If you’re publishing Unbounce pages to a WordPress domain, these caching recommendations could create big problems. Check with us first.

For those not on WordPress, enabling browser caching on your own is pretty simple if you’re willing to get your hands dirty. For example, on Apache web servers, it comes down to inserting a little bit of code into the .htaccess file on your web host or server: <IfModule mod_expires.c> ExpiresActive On ExpiresByType image/jpg “access 1 year” ExpiresByType image/jpeg “access 1 year” ExpiresByType image/gif “access 1 year” ExpiresByType image/png “access 1 year” ExpiresByType text/css “access 1 month” ExpiresByType text/html “access 1 month” ExpiresByType application/pdf “access 1 month” ExpiresByType text/x-javascript “access 1 month” ExpiresByType application/x-shockwave-flash “access 1 month” ExpiresByType image/x-icon “access 1 year” ExpiresDefault “access 1 month” </IfModule>

This article from Varvy provides a great how-to, as does this one from WinningWP (which discusses enabling browser caching from a WordPress perspective but is applicable more broadly).

If all of this makes you nervous, there’s likely a simpler method for you to set up browser caching. Most web hosts will enable caching for you if you ask. Depending on your hosting solution, it might be as easy as making a phone call. (Although, now that I think about it, that might be more daunting for some of us.)

Building Pages in Unbounce? Seven-day browser caching is enabled on all Unbounce-built landing pages, so this is a speed fix you can comfortably skip. Maybe use this free time to treat yourself to some self-care? You’ve earned it.

Set Up GZIP Compression

Difficulty: Intermediate / Estimated Time: 15 Minutes

When a visitor reaches your landing page, their browser pings your web server to request the files that make up the page and the server transmits them back. Naturally, that process moves faster if the information being sent is compressed to be as small as possible. Here’s where GZIP compression comes in.

(You’ll want to check to see if GZIP compression is already enabled before you get started.)

As with browser caching, the difficulty of setting up GZIP compression is going to be determined by how your website was built. If you use WordPress, you’re in luck: many WordPress plugins will enable GZIP compression for you almost automatically. If you don’t use WordPress, well, we’re headed back into your server.

This article from GTmetrix provides a quick overview of the importance of GZIP compression and how to enable it. With Apache web servers, you’ll need to add this chunk of code to your .htaccess file. <IfModule mod_deflate.c> # Compress HTML, CSS, JavaScript, Text, XML and fonts AddOutputFilterByType DEFLATE application/javascript AddOutputFilterByType DEFLATE application/rss+xml AddOutputFilterByType DEFLATE application/vnd.ms-fontobject AddOutputFilterByType DEFLATE application/x-font AddOutputFilterByType DEFLATE application/x-font-opentype AddOutputFilterByType DEFLATE application/x-font-otf AddOutputFilterByType DEFLATE application/x-font-truetype AddOutputFilterByType DEFLATE application/x-font-ttf AddOutputFilterByType DEFLATE application/x-javascript AddOutputFilterByType DEFLATE application/xhtml+xml AddOutputFilterByType DEFLATE application/xml AddOutputFilterByType DEFLATE font/opentype AddOutputFilterByType DEFLATE font/otf AddOutputFilterByType DEFLATE font/ttf AddOutputFilterByType DEFLATE image/svg+xml AddOutputFilterByType DEFLATE image/x-icon AddOutputFilterByType DEFLATE text/css AddOutputFilterByType DEFLATE text/html AddOutputFilterByType DEFLATE text/javascript AddOutputFilterByType DEFLATE text/plain AddOutputFilterByType DEFLATE text/xml

# Remove browser bugs (only needed for really old browsers) BrowserMatch ^Mozilla/4 gzip-only-text/html BrowserMatch ^Mozilla/4\.0[678] no-gzip BrowserMatch \bMSIE !no-gzip !gzip-only-text/html Header append Vary User-Agent </IfModule>

And again, if this is beyond your comfort zone, your web host will probably help you set up GZIP compression if you ask nicely.

Building Pages in Unbounce? You don’t have to ask us nicely, because we’ve already done it. All Unbounce landing pages are automatically compressed during data transfer. (But be nice to us anyway, alright?)

Kill Needless Scripts and Plugins

Difficulty: Intermediate / Estimated Time: 30 Minutes

WordPress is wonderful in its simplicity. As we’ve seen throughout this article, page speed fixes that might require a front-end developer on a static website can often be achieved by simply installing a WordPress plugin. Want to enable browser caching? Boom, W3 Total Cache.* Need to minify your scripts? Pow, Autoptomize.* Developer, shmeveloper.

But because it’s so easy to add functionality through plugins, WordPress websites have a habit of collecting a lot of them—along with all the of the bits and bites of code that make them work. Those add up.

Take a look at the scripts and plugins you’ve added to your website and decide whether they’re essential to your visitor experience. If they’re not, junking them could help cut some extra seconds off of your load time. (And guess what? There’s a plugin for that.) You can also disable plugins one at a time, then retest your page speed to determine which ones are problematic.

*If you’re publishing Unbounce pages to a WordPress domain, these plugins in particular might start a fire.

Building Pages in Unbounce? This is more of WordPress fix, but it also applies to Unbounce customers that have inserted a bunch of custom scripts onto their landing pages. Learn how the Unbounce Script Manager helps you keep things tidy.

Convert Images to Sprites

Difficulty: Intermediate / Estimated Time: 30 Minutes

If your landing page includes a series of similar-sized images (say, for a client logo bar), you can shorten your load time by combining them into an image sprite, then use CSS to display specific chunks of that sprite at a time. This post from WebFX provides a great step-by-step guide for creating CSS sprites.

Joining smaller images into a larger file might seem counterintuitive, but again, the idea here is to reduce the number of HTTP requests on your page and ultimately make it faster. Each individual image requires its own call—combining images into a single CSS sprite means your page only needs to make one.

Building Pages in Unbounce? We don’t build CSS sprites for you, but you can certainly use them on your Unbounce-built landing pages. Check out our documentation on custom JS and CSS with Unbounce.

Improve Your Landing Page Speed: Hard Fixes

We’re into the scary stuff now.

These are fixes you should absolutely not attempt unless you know what you’re doing or you’ve consulted extensively with a front-end developer. (We even had one of the Unbounce devs fact-check this article, and we’ve never felt smaller.) Proceed with caution.

Remove Render-Blocking JS and CSS

Difficulty: Hard / Estimated Time: 45 Minutes

Those CSS and JS scripts that make your landing page beautiful and enable cool, dynamic functionality? They could be one of the major reasons that your page is loading so slowly. (Bad news for my flashing, neon visitor counter.)

When a web browser runs into CSS or JS in the head of your document, it’ll wait to download and process that content before continuing to render your page’s HTML. That might sound like a good thing from a user experience perspective—after all, we want people to see our landing page as it was intended—but it actually means that visitors can be left waiting on a blank screen while everything loads in the background.

To avoid this, we need to implement techniques for preventing render-blocking CSS and JS on our landing page. (Refer back to your Google PageSpeed Insights results to check if any scripts are slowing down your page load.)

Reduce render-blocking CSS

There are a couple of ways that we can neutralize render-blocking CSS. One option is to defer all CSS until after the HTML has loaded. That’ll certainly improve page speed, but it will also present non-styled content when the visitor first reaches our page. Not ideal.

The other, more preferable option is to defer most style rules until the HTML has been rendered, but inline the CSS necessary to correctly display content above the fold within the HTML. That way, visitors will see the properly-styled content as soon as they hit the page while the rest will load out of view. Pretty sneaky. This is a great tutorial using a real-life example from codeburst.io.

Another page speed opportunity for you here is combining your CSS files. By moving your style rules from several files to just one (or maybe two, tops), you can reduce the number of times that visitors need to ping your web server and improve your landing page load time. Here’s a good resource from GiftOfSpeed on combining and compressing you CSS scripts.

Eliminate render-blocking JS

Like CSS, JS scripts can prevent your landing page from rendering as quickly as you might like. We can avoid that by deploying the defer and async attributes. The former tells the browser to wait until your HTML is rendered before it begins pulling in JS scripts, while the latter asks that JS be downloaded simultaneously without interrupting the HTML download.

An important note is that not all JS scripts are equal: some are critical to the rendering of your page and need to be addressed right out of the gate, so they’ll have to stay at the top. Dareboost does a good job of explaining how to distinguish between critical and non-critical JS, as well as how to implement deferred and asynchronous loading.

Building Pages in Unbounce? Unbounce optimizes for most Google PageSpeed Insights recommendations, including the removal of render-blocking elements. That means you can skip this one.

Start Hand-Coding with AMP

Difficulty: Very Hard / Estimated Time: ∞ Hours

Alright, “∞ hours” is an overstatement, but implementing AMP is no small task. Developed by Google, the AMP project is an entirely new framework with which to build your web pages. The goal? Dramatically improve page speed, especially for mobile users.

AMP is made up of three core components: AMP HTML, AMP JS, and AMP Cache. That means you’ll need to learn new markup, as well as understand the framework well enough to get your landing pages validated and make sure they actually work.

We won’t get into the nitty-gritty of building with AMP here, but the AMP website has a bunch of resources (including tutorials) to help you get started.

Building Pages in Unbounce? No hand-coding AMP pages for you—Unbounce makes it easy to drag and drop together AMP experiences. Choose one of our AMP-optimized templates, load your content, get validated, and start publishing lightning-fast landing pages right away.

Improving your landing page speed can sound intimidating, but even small tweaks will make a big difference for your load times. Tackle the easy stuff first, then move onto more challenging fixes as you get comfortable. And above all, keep testing: seeing your improved speed results after each undertaking will give you the confidence and motivation to move forward.

Or, you know, just build with Unbounce. We automatically handle most of the speed fixes listed (or at least makes them super easy), which saves a ton of time. That means you can focus on what matters: getting more conversions and improving ROI.

Want to get faster? Here’s some more awesome Unbounce content that speaks to the importance of page speed and provides actionable strategies for how to address it:

What page speed means for your conversion and bounce rates: 7 Page Speed Stats Every Marketer Should Know

Why AMP is so important (and how to start using it): Get Near-Instant Mobile Loads with AMP Landing Pages

How page speed became one of the biggest opportunities for marketers: 2019 Is the Year of Page Speed

from Digital https://unbounce.com/landing-pages/increase-landing-page-speed/ via http://www.rssmix.com/

#digital marketing

[samanthasmeyers]

Increase Your Landing Page Speed (By Stealing Our Homework)

If you’ve read Unbounce’s 2019 Page Speed Report (and you really should), then you already know why speed is so important this year. Slow-loading landing pages have always been an obstacle to higher conversions, and now Google is punishing poor mobile load times in its search rankings. To be successful in 2019, we—marketers—need to be thinking fast. But are we?

To find out, we polled almost 400 marketers on their attitudes around page speed and asked what (if anything) they were doing to get faster.

Just 56% of marketers are happy with their mobile load times, according to the 2019 Page Speed Report.

Almost three of every four respondents said they had taken steps to improve their page speeds over the last year, and that’s pretty good. Alarmingly, though, only half of marketers we surveyed are satisfied with their load times on mobile.

So most marketers are trying to get faster, but many aren’t where they want to be. Which begs the question: what are people doing to speed up their landing page load times?

Computer, enhance!

Only 39% of marketers have bothered to find out how fast their pages are actually loading. Not great.

Here, we start to see why marketers are somewhat pessimistic about their page speed progress. Just over half have optimized their landing page images—ostensibly one of the simplest ways to speed up your load times—and even fewer have done any of the real technical-sounding things they need to get faster. (I mean, fair, they sound pretty boring to us, too.)

Here’s a doozy, though: just one in three marketers have run a website speed test to find out whether their load times are impacting their conversions. That’s the easiest one!

And hey, we get it. Marketers are being asked to do more than ever before, often with fewer resources. If you’re a small team (or a single person, the smallest of the teams), you might feel you don’t have the time or expertise to meaningfully improve your page speed.

But I’ve gone and done the hard work for you—me, a film school graduate who, until recently, believed that his Apple computer was impervious to viruses. (Hoo boy, it is not.) I’ve spent hours talking to Unbounce developers, reading how-to guides, and generally just bombarding my brain with the most dull, technical page speed information I could get ahold of. (Apologies to said developers.) And if I can get my head around it, there’s no excuse for the rest of you.

Below, I’ve simplified some of the most effective ways to increase your landing page loading times in a guide. For each fix, I’ve indicated the technical difficulty and the estimated time it’ll take, so you know exactly what you’re getting yourself in to. Use the table of contents below to jump to what’s relevant to you, or go ahead and do it all in order.

Jump to a Landing Page Speed Fix

How to Check Your Landing Page Speed

Run a Google Speed Test (5 Minutes)

Try the Unbounce Landing Page Analyzer (5 Minutes)

Improve Your Landing Page Speed: Easy Fixes

Reduce Your Page Content (15 Minutes)

Optimize Your Images (30 Minutes)

Host Your Videos Elsewhere (30 Minutes)

Audit Your Hosting Solution (30 Minutes)

Implement a CDN (30 Minutes)

Improve Your Landing Page Speed: Intermediate Fixes

Minify HTML, JS, and CSS (15 Minutes)

Enable Browser Caching (15 Minutes)

Set Up GZIP Compression (15 Minutes)

Kill Needless Scripts and Plugins (30 Minutes)

Convert Images to Sprites (30 Minutes)

Improve Your Landing Page Speed: Hard Fixes

Remove Render-Blocking JS and CSS (45 Minutes)

Start Hand-Coding with AMP

Final note: If you’ve built your page with Unbounce, you can skip a lot of this stuff—we make many speed fixes on the back-end automatically. In this post, look for the ‘Building Pages in Unbounce?‘ callout boxes to see if a given fix is something you need to implement.

Look for these callout boxes throughout this post to get Unbounce-specific tips and learn how we automatically optimize your landing pages to make them load super fast.

How to Check Your Landing Page Speed

First things first.

Before you throw on your hard hat and start hitting things with a hammer (both figuratively and literally), it’s important to have some idea of what’s working—and what’s not—on your landing page. That means running a speed audit.

It’s important to point out that, regardless of which speed test you use, you don’t want to get too hung up on your score. Achieving a perfect score is not always technically possible (and it might not even be desirable). Instead, use your results as a general guideline to improve page speed and implement the fixes that make sense for you.

Okay—let’s test them pages.

Run a Google Speed Test

Difficulty: Easy / Estimated Time: 5 Minutes

There are a bunch of great tools for testing your page speed, but why not start with the big dog itself? Google’s PageSpeed Insights is an awesome way to do a quick performance check-up with at-a-glance recommendations. (Ryan Engley, Unbounce’s VP of Product Marketing, explains how to interpret and act on your PageSpeed Insights results in this must-read blog post.) Then there’s Lighthouse, a newer tool from Google that provides a comprehensive analysis of your how your page presents to end users.

You’ll also want to run your page through Google’s Test My Site tool, which will check your speed from a mobile perspective.

Clicking on individual results in PageSpeed Insights will reveal your problematic page elements.

Running a Google speed test should only take a couple of minutes, and the results will help you identify some of the top opportunities to boost your landing page load times.

Try the Unbounce Landing Page Analyzer

Difficulty: Easy / Estimated Time: 5 Minutes

Running a speed test with Google should be your top priority, but PageSpeed Insights doesn’t give results tailored to landing pages. For that, you’ll want to run your page through the Unbounce Landing Page Analyzer, which not only provides feedback on page performance but includes a bunch of advice on creating more effective campaigns and kicking your conversions into overdrive.

Unbounce’s Landing Page Analyzer provides feedback on page speed, but also actionable advice on things like SEO, message match, and mobile-friendliness.

Building Pages in Unbounce? Then you’ll definitely want to give our Landing Page Analyzer a shot. Get best-practice recommendations for conversion optimization and see how your landing pages stack up against others in your industry.

Improve Your Landing Page Speed: Easy Fixes

With your results from both Google and Unbounce, you’ll be well-equipped to move onto the actual work of making your page perform better. It’s time to pick up that hammer.

These fixes should be simple enough for anyone to tackle, regardless of their technical expertise.

Reduce Your Page Content

Difficulty: Easy / Estimated Time: 15 Minutes

We’ve marked this as an easy opportunity to increase your page speed, but it probably won’t feel like that when you start thinking about which elements on your page you can junk. Marketers love big hero shots, beautiful supporting imagery, and fun, animated explainer videos. But how much of that content is actually helping you drive conversions?

Visual content accounts for a huge portion of the size of an average web page—images account for over 20% of web page weight, as pointed out by Kinsta—and each element creates an HTTP request. That’s when your visitor’s browser pings your web server to request the files that make up the elements of your page. Too many calls can be a serious drag on your load time, so one of the simplest ways to improve your page speed is cutting down the number of elements you include.

Look at each piece of content on your page critically, then ask yourself: “Does this spark joy?” “Does this increase conversions?” If you don’t think there are pieces you can toss, try running an A/B test with a slimmed-down version of the page. The results might surprise you.

Bottom line: stick to the fundamentals of good landing page design and try to keep the number of elements (and thus HTTP requests) to a minimum.

Building Pages in Unbounce? We recommend that you keep things pretty lean, but we’d never remove content from your landing page. (Must resist… desire… to do best practices…) This is one optimization that you’ll have to tackle on your own.

Optimize Your Images

Difficulty: Easy / Estimated Time: 30 Minutes

Once you’ve trimmed some elements from your page, you’ll want to optimize the content that made the cut. Poor image optimization is the most common reason for slow page loads, especially for mobile visitors. Fortunately, it’s also one of the easiest issues to fix.

These are some quick tips for shrinking your images and improving your page speed. The goal here should be getting images at least under 800kb, but the smaller we can make them, the better.

Resize your images

It’s easy to chuck a larger image onto your page and rely on your content management system (CMS) to compress it to the appropriate size, but it’ll still be loading at least some of those extra pixels on the back end, and your visitors are going to feel it in the load. When you add an image, make sure it’s the same dimensions that your page will be rendering it.*

*This doesn’t necessarily apply to Unbounce’s retina image support—read up on that here.

Choose the right file type

Most people don’t think too much about the format of the image they’re uploading, but it can have a dramatic effect on page performance. The file types you’re probably most familiar with are JPEG and PNG—and, yes, there are differences.

JPEG is a ‘lossy’ format, which means it’ll lose some data during compression. That typically gives you a smaller file, but it can come at the expense of visual fidelity. Generally, images with significant color variation (say, photographs) perform better as JPEGs, and any dip in quality can usually go undetected.

PNG is ‘lossless,’ so the image’s appearance won’t change when resized, but it tends to make for larger files if there’s significant color variation. PNG is ideal for simple images with defined shapes, like those with text. Saving PNGs in 8-bit (rather than 24-bit, which has a broader color palette) can help shave off some extra bites.

Here are some optimization tips for JPEG and PNG (and GIF, that villain) from Google itself.

Use compression tools

Before your weigh-in, it’s good to run images through a final round of compression. There are plenty of image compression tools on WordPress, as well as some free, standalone ones like TinyPNG. These shrinky gizmos offer a simple way to cut down your image sizes without braving the cursed labyrinth that is Adobe’s export settings. (Hey, I’m a words guy.)

Your takeaways here are:

Ensure your image dimensions match how they’ll actually be displayed

Use JPEG when a slight dip in visual fidelity isn’t the end of the world (like photography), but PNG when it is (images with text and sharp lines)

Compress images to keep the file size as tiny as possible

If you want to take a deeper dive into image optimization, we recommend that you check out this post from Search Engine Land, which goes into detail on making images smaller while keeping them beautiful.

Building Pages in Unbounce? We’ve got you covered. Unbounce’s Auto Image Optimizer shrinks your images as soon as they’re uploaded so you can focus on making the best landing page possible.

Host Your Videos Elsewhere

Difficulty: Easy / Estimated Time: 30 Minutes

Why carry something yourself when you can make someone else carry it for you? That’s my motto for landing pages and life, and it’s why I’m no longer welcome on Unbounce’s company hiking trips.

Hosting videos on your own domain can be great for SEO purposes, but that’s not usually our goal with landing pages. We want everything to load in a flash and give our visitors the best chance to convert. Depending on your hosting solution, though, your videos might be slowing down your page speed, suffering from playback issues, and taking up an uncomfortable amount of server space.

Done properly, transferring videos to a third-party platform can shed some extra load time and help your pages render faster. Consider moving video content to Wistia, YouTube, or Vimeo, then using a light embed technique so that your videos only load heavier playback elements when your visitors actually click on them.

Building Pages in Unbounce? As a disclaimer: Using light embed codes with Unbounce (or any custom code, for that matter) will require some technical knowledge to implement and could, in rare cases, cause issues. Check out this Unbounce community post for more information.

Audit Your Hosting Solution

Difficulty: Easy / Estimated Time: 30 Minutes

Loading speed isn’t just determined by what’s on your landing page. Your web host also has a major influence in how quickly your page rolls out to potential customers.

There are three common models for web hosting:

Shared hosting Generally the most affordable solution, shared hosting is when your website is hosted alongside other sites on a single web server. Everyone draws from common resources (like storage space and processing power), which means—you guessed it—you need to share.

Virtual private server (VPS) hosting This is essentially a mix of both shared and dedicated hosting. With VPS, your website still shares server space with others, but you’ll have dedicated resources that no one else can dip into. The result is more power and flexibility, but it tends to come with a higher price tag.

Dedicated hosting For those who’ve had a traumatic roommate experience (who hasn’t?), dedicated hosting means your website has the server all to itself. More resources, no sharing. That’s great if you’re heavy on digital content and get a ton of traffic, but dedicated hosting is also the most expensive option and requires the technical know-how to set up and maintain your server.

Low-volume websites can generally get by with the cost-effective shared solution, but once your traffic starts to rise, you might not be getting enough juice from your web host to deliver content quickly—and that’s when load times start to suffer. (Give this post from Search Engine Journal a read for a more comprehensive explanation.)

It’s also important to note that the whereabouts of your web server can have a significant impact on your page speed. If you’re not using a content delivery network (CDN; more on this below), you’ll want to make sure that traffic from foreign countries isn’t encountering too much latency.

Think your hosting solution might be impacting your page speed? Run your site through a server speed test like this one from Bitcatcha, and use WebPageTest or Pingdom to see how your quickly your landing page loads in other countries. Depending on the results, you might decide it’s time to upgrade your hosting plan (or change web hosts altogether).

Building Pages in Unbounce? You don’t have to worry about this one—Unbounce’s global hosting solution boasts 99.95% uptime and ensures that your landing pages always have the necessary resources to load super fast.

Implement a CDN

Difficulty: Easy / Estimated Time: 30 Minutes

When your landing page gets a visitor, their web browser pings your server to get the content necessary to build out the page. Simple, right? Everyone downloads your website information from the same place, regardless of their location around the world. Well, that’s usually fine if the visitor is in or close to the country that your web server is located, but when they’re halfway around the globe, chances are they’re going to encounter some latency.

To avoid that, you should look into deploying a CDN, which caches your website across a network of data centers and proxy servers all over the planet. Say your own server is in the United States and someone from Lithuania is trying to visit your landing page. Instead of downloading your content from across the Atlantic, that visitor can pull a cached version from a server nearby.

Setting your website up with a CDN is pretty straightforward and—depending on your traffic—generally affordable. Here’s a list of some popular CDN providers from Mashable.

Building Pages in Unbounce? We’ve got five global data centers supporting the Unbounce CDN, which means your landing pages will load in a flash regardless of where they’re being accessed from.

Improve Your Landing Page Speed: Intermediate Fixes

These next speed fixes are a little trickier, but they should be manageable for marketers with a little technical know-how. Still, a mistake here could mean actual damage to your landing page.

Our recommendation? Do some research, make a backup, and—if you can—consult briefly with a developer on your team. It never hurts to have an experienced colleague to turn to if you get in over your head.

Building Pages in Unbounce? We talk a lot about WordPress through this next section. If you’re using our plugin to publish Unbounce landing pages to a WordPress domain, some of these recommended speed fixes can actually cause technical issues. Don’t hesitate to reach out to us for clarification if you’re ever unsure.

Minify HTML, CSS, and JS

Difficulty: Intermediate / Estimated Time: 15 Minutes

All those lines of HTML, CSS, and JS code that make up your landing page? They’re packed with spaces, line breaks, and other bits of formatting that make it more legible and easier for us to interpret, but each makes your load time just an eensy bit slower—and the web browsers your visitors are using to render your page don’t particularly need them.

With minification, the goal is to cut out all of that extra junk and condense your code so that browsers can read it faster. Here’s an example snippet of Javascript code from Wikipedia:

var array = []; for (var i = 0; i < 20; i++) { array[i] = i; }

After minifying, that code would look something like this:

for(var a=[i=0];++i<20;a[i]=i);

There are plenty of free online tools that will do this for your landing page, like Minify Code, as well as a bunch of WordPress plugins. Be sure to check out this post from Elegant Themes, which is an awesome resource that dives into the many options at your disposal.

Building Pages in Unbounce? Do we minify? We practically invented minifying. (Editor’s note: We did not.) Unbounce compresses all of your code automatically, making your landing page as slim as can be. No coding your pages from scratch and no minifying that code in the background? We’re making this too easy for you.

Enable Browser Caching

Difficulty: Intermediate / Estimated Time: 15 Minutes

The goal with any landing page should be getting prospects to convert the first time they visit, but the reality is that not everyone will. Sometimes, visitors will need some time to think about it: they’ll bounce, do more research, check out some competitors, then come back to your original offer. Browser caching ensures that when they return, your page will load even faster—and that’ll make them more likely to convert.

Not sure if you’ve already got caching enabled? Before you start, run a quick caching check using a tool like this one from GiftOfSpeed.

If your site is built on WordPress, enabling caching is as easy as adding a plugin.* (WordPress is almost too easy, huh?) Check out this list of caching plugins, most of which include quick instructions for getting set up.

*If you’re publishing Unbounce pages to a WordPress domain, these caching recommendations could create big problems. Check with us first.

For those not on WordPress, enabling browser caching on your own is pretty simple if you’re willing to get your hands dirty. For example, on Apache web servers, it comes down to inserting a little bit of code into the .htaccess file on your web host or server: <IfModule mod_expires.c> ExpiresActive On ExpiresByType image/jpg “access 1 year” ExpiresByType image/jpeg “access 1 year” ExpiresByType image/gif “access 1 year” ExpiresByType image/png “access 1 year” ExpiresByType text/css “access 1 month” ExpiresByType text/html “access 1 month” ExpiresByType application/pdf “access 1 month” ExpiresByType text/x-javascript “access 1 month” ExpiresByType application/x-shockwave-flash “access 1 month” ExpiresByType image/x-icon “access 1 year” ExpiresDefault “access 1 month” </IfModule>

This article from Varvy provides a great how-to, as does this one from WinningWP (which discusses enabling browser caching from a WordPress perspective but is applicable more broadly).

If all of this makes you nervous, there’s likely a simpler method for you to set up browser caching. Most web hosts will enable caching for you if you ask. Depending on your hosting solution, it might be as easy as making a phone call. (Although, now that I think about it, that might be more daunting for some of us.)

Building Pages in Unbounce? Seven-day browser caching is enabled on all Unbounce-built landing pages, so this is a speed fix you can comfortably skip. Maybe use this free time to treat yourself to some self-care? You’ve earned it.

Set Up GZIP Compression

Difficulty: Intermediate / Estimated Time: 15 Minutes

When a visitor reaches your landing page, their browser pings your web server to request the files that make up the page and the server transmits them back. Naturally, that process moves faster if the information being sent is compressed to be as small as possible. Here’s where GZIP compression comes in.

(You’ll want to check to see if GZIP compression is already enabled before you get started.)

As with browser caching, the difficulty of setting up GZIP compression is going to be determined by how your website was built. If you use WordPress, you’re in luck: many WordPress plugins will enable GZIP compression for you almost automatically. If you don’t use WordPress, well, we’re headed back into your server.

This article from GTmetrix provides a quick overview of the importance of GZIP compression and how to enable it. With Apache web servers, you’ll need to add this chunk of code to your .htaccess file. <IfModule mod_deflate.c> # Compress HTML, CSS, JavaScript, Text, XML and fonts AddOutputFilterByType DEFLATE application/javascript AddOutputFilterByType DEFLATE application/rss+xml AddOutputFilterByType DEFLATE application/vnd.ms-fontobject AddOutputFilterByType DEFLATE application/x-font AddOutputFilterByType DEFLATE application/x-font-opentype AddOutputFilterByType DEFLATE application/x-font-otf AddOutputFilterByType DEFLATE application/x-font-truetype AddOutputFilterByType DEFLATE application/x-font-ttf AddOutputFilterByType DEFLATE application/x-javascript AddOutputFilterByType DEFLATE application/xhtml+xml AddOutputFilterByType DEFLATE application/xml AddOutputFilterByType DEFLATE font/opentype AddOutputFilterByType DEFLATE font/otf AddOutputFilterByType DEFLATE font/ttf AddOutputFilterByType DEFLATE image/svg+xml AddOutputFilterByType DEFLATE image/x-icon AddOutputFilterByType DEFLATE text/css AddOutputFilterByType DEFLATE text/html AddOutputFilterByType DEFLATE text/javascript AddOutputFilterByType DEFLATE text/plain AddOutputFilterByType DEFLATE text/xml

# Remove browser bugs (only needed for really old browsers) BrowserMatch ^Mozilla/4 gzip-only-text/html BrowserMatch ^Mozilla/4\.0[678] no-gzip BrowserMatch \bMSIE !no-gzip !gzip-only-text/html Header append Vary User-Agent </IfModule>

And again, if this is beyond your comfort zone, your web host will probably help you set up GZIP compression if you ask nicely.

Building Pages in Unbounce? You don’t have to ask us nicely, because we’ve already done it. All Unbounce landing pages are automatically compressed during data transfer. (But be nice to us anyway, alright?)

Kill Needless Scripts and Plugins

Difficulty: Intermediate / Estimated Time: 30 Minutes

WordPress is wonderful in its simplicity. As we’ve seen throughout this article, page speed fixes that might require a front-end developer on a static website can often be achieved by simply installing a WordPress plugin. Want to enable browser caching? Boom, W3 Total Cache.* Need to minify your scripts? Pow, Autoptomize.* Developer, shmeveloper.

But because it’s so easy to add functionality through plugins, WordPress websites have a habit of collecting a lot of them—along with all the of the bits and bites of code that make them work. Those add up.

Take a look at the scripts and plugins you’ve added to your website and decide whether they’re essential to your visitor experience. If they’re not, junking them could help cut some extra seconds off of your load time. (And guess what? There’s a plugin for that.) You can also disable plugins one at a time, then retest your page speed to determine which ones are problematic.

*If you’re publishing Unbounce pages to a WordPress domain, these plugins in particular might start a fire.

Building Pages in Unbounce? This is more of WordPress fix, but it also applies to Unbounce customers that have inserted a bunch of custom scripts onto their landing pages. Learn how the Unbounce Script Manager helps you keep things tidy.

Convert Images to Sprites

Difficulty: Intermediate / Estimated Time: 30 Minutes

If your landing page includes a series of similar-sized images (say, for a client logo bar), you can shorten your load time by combining them into an image sprite, then use CSS to display specific chunks of that sprite at a time. This post from WebFX provides a great step-by-step guide for creating CSS sprites.

Joining smaller images into a larger file might seem counterintuitive, but again, the idea here is to reduce the number of HTTP requests on your page and ultimately make it faster. Each individual image requires its own call—combining images into a single CSS sprite means your page only needs to make one.

Building Pages in Unbounce? We don’t build CSS sprites for you, but you can certainly use them on your Unbounce-built landing pages. Check out our documentation on custom JS and CSS with Unbounce.

Improve Your Landing Page Speed: Hard Fixes

We’re into the scary stuff now.

These are fixes you should absolutely not attempt unless you know what you’re doing or you’ve consulted extensively with a front-end developer. (We even had one of the Unbounce devs fact-check this article, and we’ve never felt smaller.) Proceed with caution.

Remove Render-Blocking JS and CSS

Difficulty: Hard / Estimated Time: 45 Minutes

Those CSS and JS scripts that make your landing page beautiful and enable cool, dynamic functionality? They could be one of the major reasons that your page is loading so slowly. (Bad news for my flashing, neon visitor counter.)

When a web browser runs into CSS or JS in the head of your document, it’ll wait to download and process that content before continuing to render your page’s HTML. That might sound like a good thing from a user experience perspective—after all, we want people to see our landing page as it was intended—but it actually means that visitors can be left waiting on a blank screen while everything loads in the background.

To avoid this, we need to implement techniques for preventing render-blocking CSS and JS on our landing page. (Refer back to your Google PageSpeed Insights results to check if any scripts are slowing down your page load.)

Reduce render-blocking CSS

There are a couple of ways that we can neutralize render-blocking CSS. One option is to defer all CSS until after the HTML has loaded. That’ll certainly improve page speed, but it will also present non-styled content when the visitor first reaches our page. Not ideal.

The other, more preferable option is to defer most style rules until the HTML has been rendered, but inline the CSS necessary to correctly display content above the fold within the HTML. That way, visitors will see the properly-styled content as soon as they hit the page while the rest will load out of view. Pretty sneaky. This is a great tutorial using a real-life example from codeburst.io.

Another page speed opportunity for you here is combining your CSS files. By moving your style rules from several files to just one (or maybe two, tops), you can reduce the number of times that visitors need to ping your web server and improve your landing page load time. Here’s a good resource from GiftOfSpeed on combining and compressing you CSS scripts.

Eliminate render-blocking JS

Like CSS, JS scripts can prevent your landing page from rendering as quickly as you might like. We can avoid that by deploying the defer and async attributes. The former tells the browser to wait until your HTML is rendered before it begins pulling in JS scripts, while the latter asks that JS be downloaded simultaneously without interrupting the HTML download.

An important note is that not all JS scripts are equal: some are critical to the rendering of your page and need to be addressed right out of the gate, so they’ll have to stay at the top. Dareboost does a good job of explaining how to distinguish between critical and non-critical JS, as well as how to implement deferred and asynchronous loading.

Building Pages in Unbounce? Unbounce optimizes for most Google PageSpeed Insights recommendations, including the removal of render-blocking elements. That means you can skip this one.

Start Hand-Coding with AMP

Difficulty: Very Hard / Estimated Time: ∞ Hours

Alright, “∞ hours” is an overstatement, but implementing AMP is no small task. Developed by Google, the AMP project is an entirely new framework with which to build your web pages. The goal? Dramatically improve page speed, especially for mobile users.

AMP is made up of three core components: AMP HTML, AMP JS, and AMP Cache. That means you’ll need to learn new markup, as well as understand the framework well enough to get your landing pages validated and make sure they actually work.

We won’t get into the nitty-gritty of building with AMP here, but the AMP website has a bunch of resources (including tutorials) to help you get started.

Building Pages in Unbounce? No hand-coding AMP pages for you—Unbounce makes it easy to drag and drop together AMP experiences. Choose one of our AMP-optimized templates, load your content, get validated, and start publishing lightning-fast landing pages right away.

Improving your landing page speed can sound intimidating, but even small tweaks will make a big difference for your load times. Tackle the easy stuff first, then move onto more challenging fixes as you get comfortable. And above all, keep testing: seeing your improved speed results after each undertaking will give you the confidence and motivation to move forward.

Or, you know, just build with Unbounce. We automatically handle most of the speed fixes listed (or at least makes them super easy), which saves a ton of time. That means you can focus on what matters: getting more conversions and improving ROI.

from Marketing https://unbounce.com/landing-pages/increase-landing-page-speed/ via http://www.rssmix.com/

#Digital Marketing

[jjonassevilla]

Increase Your Landing Page Speed (By Stealing Our Homework)

If you’ve read Unbounce’s 2019 Page Speed Report (and you really should), then you already know why speed is so important this year. Slow-loading landing pages have always been an obstacle to higher conversions, and now Google is punishing poor mobile load times in its search rankings. To be successful in 2019, we—marketers—need to be thinking fast. But are we?

To find out, we polled almost 400 marketers on their attitudes around page speed and asked what (if anything) they were doing to get faster.

Just 56% of marketers are happy with their mobile load times, according to the 2019 Page Speed Report.

Almost three of every four respondents said they had taken steps to improve their page speeds over the last year, and that’s pretty good. Alarmingly, though, only half of marketers we surveyed are satisfied with their load times on mobile.

So most marketers are trying to get faster, but many aren’t where they want to be. Which begs the question: what are people doing to speed up their landing page load times?

Computer, enhance!

Only 39% of marketers have bothered to find out how fast their pages are actually loading. Not great.

Here, we start to see why marketers are somewhat pessimistic about their page speed progress. Just over half have optimized their landing page images—ostensibly one of the simplest ways to speed up your load times—and even fewer have done any of the real technical-sounding things they need to get faster. (I mean, fair, they sound pretty boring to us, too.)

Here’s a doozy, though: just one in three marketers have run a website speed test to find out whether their load times are impacting their conversions. That’s the easiest one!

And hey, we get it. Marketers are being asked to do more than ever before, often with fewer resources. If you’re a small team (or a single person, the smallest of the teams), you might feel you don’t have the time or expertise to meaningfully improve your page speed.

But I’ve gone and done the hard work for you—me, a film school graduate who, until recently, believed that his Apple computer was impervious to viruses. (Hoo boy, it is not.) I’ve spent hours talking to Unbounce developers, reading how-to guides, and generally just bombarding my brain with the most dull, technical page speed information I could get ahold of. (Apologies to said developers.) And if I can get my head around it, there’s no excuse for the rest of you.

Below, I’ve simplified some of the most effective ways to increase your landing page loading times in a guide. For each fix, I’ve indicated the technical difficulty and the estimated time it’ll take, so you know exactly what you’re getting yourself in to. Use the table of contents below to jump to what’s relevant to you, or go ahead and do it all in order.

Jump to a Landing Page Speed Fix

How to Check Your Landing Page Speed

Run a Google Speed Test (5 Minutes)

Try the Unbounce Landing Page Analyzer (5 Minutes)

Improve Your Landing Page Speed: Easy Fixes

Reduce Your Page Content (15 Minutes)

Optimize Your Images (30 Minutes)

Host Your Videos Elsewhere (30 Minutes)

Audit Your Hosting Solution (30 Minutes)

Implement a CDN (30 Minutes)

Improve Your Landing Page Speed: Intermediate Fixes

Minify HTML, JS, and CSS (15 Minutes)

Enable Browser Caching (15 Minutes)

Set Up GZIP Compression (15 Minutes)

Kill Needless Scripts and Plugins (30 Minutes)

Convert Images to Sprites (30 Minutes)

Improve Your Landing Page Speed: Hard Fixes

Remove Render-Blocking JS and CSS (45 Minutes)

Start Hand-Coding with AMP

Final note: If you’ve built your page with Unbounce, you can skip a lot of this stuff—we make many speed fixes on the back-end automatically. In this post, look for the ‘Building Pages in Unbounce?‘ callout boxes to see if a given fix is something you need to implement.

Look for these callout boxes throughout this post to get Unbounce-specific tips and learn how we automatically optimize your landing pages to make them load super fast.

How to Check Your Landing Page Speed

First things first.

Before you throw on your hard hat and start hitting things with a hammer (both figuratively and literally), it’s important to have some idea of what’s working—and what’s not—on your landing page. That means running a speed audit.

It’s important to point out that, regardless of which speed test you use, you don’t want to get too hung up on your score. Achieving a perfect score is not always technically possible (and it might not even be desirable). Instead, use your results as a general guideline to improve page speed and implement the fixes that make sense for you.

Okay—let’s test them pages.

Run a Google Speed Test

Difficulty: Easy / Estimated Time: 5 Minutes

There are a bunch of great tools for testing your page speed, but why not start with the big dog itself? Google’s PageSpeed Insights is an awesome way to do a quick performance check-up with at-a-glance recommendations. (Ryan Engley, Unbounce’s VP of Product Marketing, explains how to interpret and act on your PageSpeed Insights results in this must-read blog post.) Then there’s Lighthouse, a newer tool from Google that provides a comprehensive analysis of your how your page presents to end users.

You’ll also want to run your page through Google’s Test My Site tool, which will check your speed from a mobile perspective.

Clicking on individual results in PageSpeed Insights will reveal your problematic page elements.

Running a Google speed test should only take a couple of minutes, and the results will help you identify some of the top opportunities to boost your landing page load times.

Try the Unbounce Landing Page Analyzer

Difficulty: Easy / Estimated Time: 5 Minutes

Running a speed test with Google should be your top priority, but PageSpeed Insights doesn’t give results tailored to landing pages. For that, you’ll want to run your page through the Unbounce Landing Page Analyzer, which not only provides feedback on page performance but includes a bunch of advice on creating more effective campaigns and kicking your conversions into overdrive.

Unbounce’s Landing Page Analyzer provides feedback on page speed, but also actionable advice on things like SEO, message match, and mobile-friendliness.

Building Pages in Unbounce? Then you’ll definitely want to give our Landing Page Analyzer a shot. Get best-practice recommendations for conversion optimization and see how your landing pages stack up against others in your industry.

Improve Your Landing Page Speed: Easy Fixes

With your results from both Google and Unbounce, you’ll be well-equipped to move onto the actual work of making your page perform better. It’s time to pick up that hammer.

These fixes should be simple enough for anyone to tackle, regardless of their technical expertise.

Reduce Your Page Content

Difficulty: Easy / Estimated Time: 15 Minutes

We’ve marked this as an easy opportunity to increase your page speed, but it probably won’t feel like that when you start thinking about which elements on your page you can junk. Marketers love big hero shots, beautiful supporting imagery, and fun, animated explainer videos. But how much of that content is actually helping you drive conversions?

Visual content accounts for a huge portion of the size of an average web page—images account for over 20% of web page weight, as pointed out by Kinsta—and each element creates an HTTP request. That’s when your visitor’s browser pings your web server to request the files that make up the elements of your page. Too many calls can be a serious drag on your load time, so one of the simplest ways to improve your page speed is cutting down the number of elements you include.

Look at each piece of content on your page critically, then ask yourself: “Does this spark joy?” “Does this increase conversions?” If you don’t think there are pieces you can toss, try running an A/B test with a slimmed-down version of the page. The results might surprise you.

Bottom line: stick to the fundamentals of good landing page design and try to keep the number of elements (and thus HTTP requests) to a minimum.

Building Pages in Unbounce? We recommend that you keep things pretty lean, but we’d never remove content from your landing page. (Must resist… desire… to do best practices…) This is one optimization that you’ll have to tackle on your own.

Optimize Your Images

Difficulty: Easy / Estimated Time: 30 Minutes

Once you’ve trimmed some elements from your page, you’ll want to optimize the content that made the cut. Poor image optimization is the most common reason for slow page loads, especially for mobile visitors. Fortunately, it’s also one of the easiest issues to fix.

These are some quick tips for shrinking your images and improving your page speed. The goal here should be getting images at least under 800kb, but the smaller we can make them, the better.

Resize your images

It’s easy to chuck a larger image onto your page and rely on your content management system (CMS) to compress it to the appropriate size, but it’ll still be loading at least some of those extra pixels on the back end, and your visitors are going to feel it in the load. When you add an image, make sure it’s the same dimensions that your page will be rendering it.*

*This doesn’t necessarily apply to Unbounce’s retina image support—read up on that here.

Choose the right file type

Most people don’t think too much about the format of the image they’re uploading, but it can have a dramatic effect on page performance. The file types you’re probably most familiar with are JPEG and PNG—and, yes, there are differences.

JPEG is a ‘lossy’ format, which means it’ll lose some data during compression. That typically gives you a smaller file, but it can come at the expense of visual fidelity. Generally, images with significant color variation (say, photographs) perform better as JPEGs, and any dip in quality can usually go undetected.

PNG is ‘lossless,’ so the image’s appearance won’t change when resized, but it tends to make for larger files if there’s significant color variation. PNG is ideal for simple images with defined shapes, like those with text. Saving PNGs in 8-bit (rather than 24-bit, which has a broader color palette) can help shave off some extra bites.

Here are some optimization tips for JPEG and PNG (and GIF, that villain) from Google itself.

Use compression tools

Before your weigh-in, it’s good to run images through a final round of compression. There are plenty of image compression tools on WordPress, as well as some free, standalone ones like TinyPNG. These shrinky gizmos offer a simple way to cut down your image sizes without braving the cursed labyrinth that is Adobe’s export settings. (Hey, I’m a words guy.)

Your takeaways here are:

Ensure your image dimensions match how they’ll actually be displayed

Use JPEG when a slight dip in visual fidelity isn’t the end of the world (like photography), but PNG when it is (images with text and sharp lines)

Compress images to keep the file size as tiny as possible

If you want to take a deeper dive into image optimization, we recommend that you check out this post from Search Engine Land, which goes into detail on making images smaller while keeping them beautiful.

Building Pages in Unbounce? We’ve got you covered. Unbounce’s Auto Image Optimizer shrinks your images as soon as they’re uploaded so you can focus on making the best landing page possible.

Host Your Videos Elsewhere

Difficulty: Easy / Estimated Time: 30 Minutes

Why carry something yourself when you can make someone else carry it for you? That’s my motto for landing pages and life, and it’s why I’m no longer welcome on Unbounce’s company hiking trips.

Hosting videos on your own domain can be great for SEO purposes, but that’s not usually our goal with landing pages. We want everything to load in a flash and give our visitors the best chance to convert. Depending on your hosting solution, though, your videos might be slowing down your page speed, suffering from playback issues, and taking up an uncomfortable amount of server space.

Done properly, transferring videos to a third-party platform can shed some extra load time and help your pages render faster. Consider moving video content to Wistia, YouTube, or Vimeo, then using a light embed technique so that your videos only load heavier playback elements when your visitors actually click on them.

Building Pages in Unbounce? As a disclaimer: Using light embed codes with Unbounce (or any custom code, for that matter) will require some technical knowledge to implement and could, in rare cases, cause issues. Check out this Unbounce community post for more information.

Audit Your Hosting Solution

Difficulty: Easy / Estimated Time: 30 Minutes

Loading speed isn’t just determined by what’s on your landing page. Your web host also has a major influence in how quickly your page rolls out to potential customers.

There are three common models for web hosting:

Shared hosting Generally the most affordable solution, shared hosting is when your website is hosted alongside other sites on a single web server. Everyone draws from common resources (like storage space and processing power), which means—you guessed it—you need to share.

Virtual private server (VPS) hosting This is essentially a mix of both shared and dedicated hosting. With VPS, your website still shares server space with others, but you’ll have dedicated resources that no one else can dip into. The result is more power and flexibility, but it tends to come with a higher price tag.

Dedicated hosting For those who’ve had a traumatic roommate experience (who hasn’t?), dedicated hosting means your website has the server all to itself. More resources, no sharing. That’s great if you’re heavy on digital content and get a ton of traffic, but dedicated hosting is also the most expensive option and requires the technical know-how to set up and maintain your server.

Low-volume websites can generally get by with the cost-effective shared solution, but once your traffic starts to rise, you might not be getting enough juice from your web host to deliver content quickly—and that’s when load times start to suffer. (Give this post from Search Engine Journal a read for a more comprehensive explanation.)

It’s also important to note that the whereabouts of your web server can have a significant impact on your page speed. If you’re not using a content delivery network (CDN; more on this below), you’ll want to make sure that traffic from foreign countries isn’t encountering too much latency.

Think your hosting solution might be impacting your page speed? Run your site through a server speed test like this one from Bitcatcha, and use WebPageTest or Pingdom to see how your quickly your landing page loads in other countries. Depending on the results, you might decide it’s time to upgrade your hosting plan (or change web hosts altogether).

Building Pages in Unbounce? You don’t have to worry about this one—Unbounce’s global hosting solution boasts 99.95% uptime and ensures that your landing pages always have the necessary resources to load super fast.

Implement a CDN

Difficulty: Easy / Estimated Time: 30 Minutes

When your landing page gets a visitor, their web browser pings your server to get the content necessary to build out the page. Simple, right? Everyone downloads your website information from the same place, regardless of their location around the world. Well, that’s usually fine if the visitor is in or close to the country that your web server is located, but when they’re halfway around the globe, chances are they’re going to encounter some latency.

To avoid that, you should look into deploying a CDN, which caches your website across a network of data centers and proxy servers all over the planet. Say your own server is in the United States and someone from Lithuania is trying to visit your landing page. Instead of downloading your content from across the Atlantic, that visitor can pull a cached version from a server nearby.

Setting your website up with a CDN is pretty straightforward and—depending on your traffic—generally affordable. Here’s a list of some popular CDN providers from Mashable.

Building Pages in Unbounce? We’ve got five global data centers supporting the Unbounce CDN, which means your landing pages will load in a flash regardless of where they’re being accessed from.

Improve Your Landing Page Speed: Intermediate Fixes

These next speed fixes are a little trickier, but they should be manageable for marketers with a little technical know-how. Still, a mistake here could mean actual damage to your landing page.

Our recommendation? Do some research, make a backup, and—if you can—consult briefly with a developer on your team. It never hurts to have an experienced colleague to turn to if you get in over your head.

Building Pages in Unbounce? We talk a lot about WordPress through this next section. If you’re using our plugin to publish Unbounce landing pages to a WordPress domain, some of these recommended speed fixes can actually cause technical issues. Don’t hesitate to reach out to us for clarification if you’re ever unsure.

Minify HTML, CSS, and JS

Difficulty: Intermediate / Estimated Time: 15 Minutes

All those lines of HTML, CSS, and JS code that make up your landing page? They’re packed with spaces, line breaks, and other bits of formatting that make it more legible and easier for us to interpret, but each makes your load time just an eensy bit slower—and the web browsers your visitors are using to render your page don’t particularly need them.

With minification, the goal is to cut out all of that extra junk and condense your code so that browsers can read it faster. Here’s an example snippet of Javascript code from Wikipedia:

var array = []; for (var i = 0; i < 20; i++) { array[i] = i; }

After minifying, that code would look something like this:

for(var a=[i=0];++i<20;a[i]=i);

There are plenty of free online tools that will do this for your landing page, like Minify Code, as well as a bunch of WordPress plugins. Be sure to check out this post from Elegant Themes, which is an awesome resource that dives into the many options at your disposal.

Building Pages in Unbounce? Do we minify? We practically invented minifying. (Editor’s note: We did not.) Unbounce compresses all of your code automatically, making your landing page as slim as can be. No coding your pages from scratch and no minifying that code in the background? We’re making this too easy for you.

Enable Browser Caching

Difficulty: Intermediate / Estimated Time: 15 Minutes

The goal with any landing page should be getting prospects to convert the first time they visit, but the reality is that not everyone will. Sometimes, visitors will need some time to think about it: they’ll bounce, do more research, check out some competitors, then come back to your original offer. Browser caching ensures that when they return, your page will load even faster—and that’ll make them more likely to convert.

Not sure if you’ve already got caching enabled? Before you start, run a quick caching check using a tool like this one from GiftOfSpeed.

If your site is built on WordPress, enabling caching is as easy as adding a plugin.* (WordPress is almost too easy, huh?) Check out this list of caching plugins, most of which include quick instructions for getting set up.

*If you’re publishing Unbounce pages to a WordPress domain, these caching recommendations could create big problems. Check with us first.

For those not on WordPress, enabling browser caching on your own is pretty simple if you’re willing to get your hands dirty. For example, on Apache web servers, it comes down to inserting a little bit of code into the .htaccess file on your web host or server: <IfModule mod_expires.c> ExpiresActive On ExpiresByType image/jpg “access 1 year” ExpiresByType image/jpeg “access 1 year” ExpiresByType image/gif “access 1 year” ExpiresByType image/png “access 1 year” ExpiresByType text/css “access 1 month” ExpiresByType text/html “access 1 month” ExpiresByType application/pdf “access 1 month” ExpiresByType text/x-javascript “access 1 month” ExpiresByType application/x-shockwave-flash “access 1 month” ExpiresByType image/x-icon “access 1 year” ExpiresDefault “access 1 month” </IfModule>

This article from Varvy provides a great how-to, as does this one from WinningWP (which discusses enabling browser caching from a WordPress perspective but is applicable more broadly).

If all of this makes you nervous, there’s likely a simpler method for you to set up browser caching. Most web hosts will enable caching for you if you ask. Depending on your hosting solution, it might be as easy as making a phone call. (Although, now that I think about it, that might be more daunting for some of us.)

Building Pages in Unbounce? Seven-day browser caching is enabled on all Unbounce-built landing pages, so this is a speed fix you can comfortably skip. Maybe use this free time to treat yourself to some self-care? You’ve earned it.

Set Up GZIP Compression

Difficulty: Intermediate / Estimated Time: 15 Minutes

When a visitor reaches your landing page, their browser pings your web server to request the files that make up the page and the server transmits them back. Naturally, that process moves faster if the information being sent is compressed to be as small as possible. Here’s where GZIP compression comes in.

(You’ll want to check to see if GZIP compression is already enabled before you get started.)

As with browser caching, the difficulty of setting up GZIP compression is going to be determined by how your website was built. If you use WordPress, you’re in luck: many WordPress plugins will enable GZIP compression for you almost automatically. If you don’t use WordPress, well, we’re headed back into your server.

This article from GTmetrix provides a quick overview of the importance of GZIP compression and how to enable it. With Apache web servers, you’ll need to add this chunk of code to your .htaccess file. <IfModule mod_deflate.c> # Compress HTML, CSS, JavaScript, Text, XML and fonts AddOutputFilterByType DEFLATE application/javascript AddOutputFilterByType DEFLATE application/rss+xml AddOutputFilterByType DEFLATE application/vnd.ms-fontobject AddOutputFilterByType DEFLATE application/x-font AddOutputFilterByType DEFLATE application/x-font-opentype AddOutputFilterByType DEFLATE application/x-font-otf AddOutputFilterByType DEFLATE application/x-font-truetype AddOutputFilterByType DEFLATE application/x-font-ttf AddOutputFilterByType DEFLATE application/x-javascript AddOutputFilterByType DEFLATE application/xhtml+xml AddOutputFilterByType DEFLATE application/xml AddOutputFilterByType DEFLATE font/opentype AddOutputFilterByType DEFLATE font/otf AddOutputFilterByType DEFLATE font/ttf AddOutputFilterByType DEFLATE image/svg+xml AddOutputFilterByType DEFLATE image/x-icon AddOutputFilterByType DEFLATE text/css AddOutputFilterByType DEFLATE text/html AddOutputFilterByType DEFLATE text/javascript AddOutputFilterByType DEFLATE text/plain AddOutputFilterByType DEFLATE text/xml

# Remove browser bugs (only needed for really old browsers) BrowserMatch ^Mozilla/4 gzip-only-text/html BrowserMatch ^Mozilla/4\.0[678] no-gzip BrowserMatch \bMSIE !no-gzip !gzip-only-text/html Header append Vary User-Agent </IfModule>

And again, if this is beyond your comfort zone, your web host will probably help you set up GZIP compression if you ask nicely.

Building Pages in Unbounce? You don’t have to ask us nicely, because we’ve already done it. All Unbounce landing pages are automatically compressed during data transfer. (But be nice to us anyway, alright?)

Kill Needless Scripts and Plugins

Difficulty: Intermediate / Estimated Time: 30 Minutes

WordPress is wonderful in its simplicity. As we’ve seen throughout this article, page speed fixes that might require a front-end developer on a static website can often be achieved by simply installing a WordPress plugin. Want to enable browser caching? Boom, W3 Total Cache.* Need to minify your scripts? Pow, Autoptomize.* Developer, shmeveloper.

But because it’s so easy to add functionality through plugins, WordPress websites have a habit of collecting a lot of them—along with all the of the bits and bites of code that make them work. Those add up.

Take a look at the scripts and plugins you’ve added to your website and decide whether they’re essential to your visitor experience. If they’re not, junking them could help cut some extra seconds off of your load time. (And guess what? There’s a plugin for that.) You can also disable plugins one at a time, then retest your page speed to determine which ones are problematic.

*If you’re publishing Unbounce pages to a WordPress domain, these plugins in particular might start a fire.

Building Pages in Unbounce? This is more of WordPress fix, but it also applies to Unbounce customers that have inserted a bunch of custom scripts onto their landing pages. Learn how the Unbounce Script Manager helps you keep things tidy.

Convert Images to Sprites

Difficulty: Intermediate / Estimated Time: 30 Minutes

If your landing page includes a series of similar-sized images (say, for a client logo bar), you can shorten your load time by combining them into an image sprite, then use CSS to display specific chunks of that sprite at a time. This post from WebFX provides a great step-by-step guide for creating CSS sprites.

Joining smaller images into a larger file might seem counterintuitive, but again, the idea here is to reduce the number of HTTP requests on your page and ultimately make it faster. Each individual image requires its own call—combining images into a single CSS sprite means your page only needs to make one.

Building Pages in Unbounce? We don’t build CSS sprites for you, but you can certainly use them on your Unbounce-built landing pages. Check out our documentation on custom JS and CSS with Unbounce.

Improve Your Landing Page Speed: Hard Fixes

We’re into the scary stuff now.

These are fixes you should absolutely not attempt unless you know what you’re doing or you’ve consulted extensively with a front-end developer. (We even had one of the Unbounce devs fact-check this article, and we’ve never felt smaller.) Proceed with caution.

Remove Render-Blocking JS and CSS

Difficulty: Hard / Estimated Time: 45 Minutes

Those CSS and JS scripts that make your landing page beautiful and enable cool, dynamic functionality? They could be one of the major reasons that your page is loading so slowly. (Bad news for my flashing, neon visitor counter.)

When a web browser runs into CSS or JS in the head of your document, it’ll wait to download and process that content before continuing to render your page’s HTML. That might sound like a good thing from a user experience perspective—after all, we want people to see our landing page as it was intended—but it actually means that visitors can be left waiting on a blank screen while everything loads in the background.

To avoid this, we need to implement techniques for preventing render-blocking CSS and JS on our landing page. (Refer back to your Google PageSpeed Insights results to check if any scripts are slowing down your page load.)

Reduce render-blocking CSS

There are a couple of ways that we can neutralize render-blocking CSS. One option is to defer all CSS until after the HTML has loaded. That’ll certainly improve page speed, but it will also present non-styled content when the visitor first reaches our page. Not ideal.

The other, more preferable option is to defer most style rules until the HTML has been rendered, but inline the CSS necessary to correctly display content above the fold within the HTML. That way, visitors will see the properly-styled content as soon as they hit the page while the rest will load out of view. Pretty sneaky. This is a great tutorial using a real-life example from codeburst.io.

Another page speed opportunity for you here is combining your CSS files. By moving your style rules from several files to just one (or maybe two, tops), you can reduce the number of times that visitors need to ping your web server and improve your landing page load time. Here’s a good resource from GiftOfSpeed on combining and compressing you CSS scripts.

Eliminate render-blocking JS

Like CSS, JS scripts can prevent your landing page from rendering as quickly as you might like. We can avoid that by deploying the defer and async attributes. The former tells the browser to wait until your HTML is rendered before it begins pulling in JS scripts, while the latter asks that JS be downloaded simultaneously without interrupting the HTML download.

An important note is that not all JS scripts are equal: some are critical to the rendering of your page and need to be addressed right out of the gate, so they’ll have to stay at the top. Dareboost does a good job of explaining how to distinguish between critical and non-critical JS, as well as how to implement deferred and asynchronous loading.

Building Pages in Unbounce? Unbounce optimizes for most Google PageSpeed Insights recommendations, including the removal of render-blocking elements. That means you can skip this one.

Start Hand-Coding with AMP

Difficulty: Very Hard / Estimated Time: ∞ Hours

Alright, “∞ hours” is an overstatement, but implementing AMP is no small task. Developed by Google, the AMP project is an entirely new framework with which to build your web pages. The goal? Dramatically improve page speed, especially for mobile users.

AMP is made up of three core components: AMP HTML, AMP JS, and AMP Cache. That means you’ll need to learn new markup, as well as understand the framework well enough to get your landing pages validated and make sure they actually work.

We won’t get into the nitty-gritty of building with AMP here, but the AMP website has a bunch of resources (including tutorials) to help you get started.

Building Pages in Unbounce? No hand-coding AMP pages for you—Unbounce makes it easy to drag and drop together AMP experiences. Choose one of our AMP-optimized templates, load your content, get validated, and start publishing lightning-fast landing pages right away.

Improving your landing page speed can sound intimidating, but even small tweaks will make a big difference for your load times. Tackle the easy stuff first, then move onto more challenging fixes as you get comfortable. And above all, keep testing: seeing your improved speed results after each undertaking will give you the confidence and motivation to move forward.

Or, you know, just build with Unbounce. We automatically handle most of the speed fixes listed (or at least makes them super easy), which saves a ton of time. That means you can focus on what matters: getting more conversions and improving ROI.

from Marketing https://unbounce.com/landing-pages/increase-landing-page-speed/ via http://www.rssmix.com/

#SEO

[josephkchoi]

Increase Your Landing Page Speed (By Stealing Our Homework)

If you’ve read Unbounce’s 2019 Page Speed Report (and you really should), then you already know why speed is so important this year. Slow-loading landing pages have always been an obstacle to higher conversions, and now Google is punishing poor mobile load times in its search rankings. To be successful in 2019, we—marketers—need to be thinking fast. But are we?

To find out, we polled almost 400 marketers on their attitudes around page speed and asked what (if anything) they were doing to get faster.

Just 56% of marketers are happy with their mobile load times, according to the 2019 Page Speed Report.

Almost three of every four respondents said they had taken steps to improve their page speeds over the last year, and that’s pretty good. Alarmingly, though, only half of marketers we surveyed are satisfied with their load times on mobile.

So most marketers are trying to get faster, but many aren’t where they want to be. Which begs the question: what are people doing to speed up their landing page load times?

Computer, enhance!

Only 39% of marketers have bothered to find out how fast their pages are actually loading. Not great.

Here, we start to see why marketers are somewhat pessimistic about their page speed progress. Just over half have optimized their landing page images—ostensibly one of the simplest ways to speed up your load times—and even fewer have done any of the real technical-sounding things they need to get faster. (I mean, fair, they sound pretty boring to us, too.)

Here’s a doozy, though: just one in three marketers have run a website speed test to find out whether their load times are impacting their conversions. That’s the easiest one!

And hey, we get it. Marketers are being asked to do more than ever before, often with fewer resources. If you’re a small team (or a single person, the smallest of the teams), you might feel you don’t have the time or expertise to meaningfully improve your page speed.

But I’ve gone and done the hard work for you—me, a film school graduate who, until recently, believed that his Apple computer was impervious to viruses. (Hoo boy, it is not.) I’ve spent hours talking to Unbounce developers, reading how-to guides, and generally just bombarding my brain with the most dull, technical page speed information I could get ahold of. (Apologies to said developers.) And if I can get my head around it, there’s no excuse for the rest of you.

Below, I’ve simplified some of the most effective ways to increase your landing page loading times in a guide. For each fix, I’ve indicated the technical difficulty and the estimated time it’ll take, so you know exactly what you’re getting yourself in to. Use the table of contents below to jump to what’s relevant to you, or go ahead and do it all in order.

Jump to a Landing Page Speed Fix

How to Check Your Landing Page Speed

Run a Google Speed Test (5 Minutes)

Try the Unbounce Landing Page Analyzer (5 Minutes)

Improve Your Landing Page Speed: Easy Fixes

Reduce Your Page Content (15 Minutes)

Optimize Your Images (30 Minutes)

Host Your Videos Elsewhere (30 Minutes)

Audit Your Hosting Solution (30 Minutes)

Implement a CDN (30 Minutes)

Improve Your Landing Page Speed: Intermediate Fixes

Minify HTML, JS, and CSS (15 Minutes)

Enable Browser Caching (15 Minutes)

Set Up GZIP Compression (15 Minutes)

Kill Needless Scripts and Plugins (30 Minutes)

Convert Images to Sprites (30 Minutes)

Improve Your Landing Page Speed: Hard Fixes

Remove Render-Blocking JS and CSS (45 Minutes)

Start Hand-Coding with AMP

Final note: If you’ve built your page with Unbounce, you can skip a lot of this stuff—we make many speed fixes on the back-end automatically. In this post, look for the ‘Building Pages in Unbounce?‘ callout boxes to see if a given fix is something you need to implement.

Look for these callout boxes throughout this post to get Unbounce-specific tips and learn how we automatically optimize your landing pages to make them load super fast.

How to Check Your Landing Page Speed

First things first.

Before you throw on your hard hat and start hitting things with a hammer (both figuratively and literally), it’s important to have some idea of what’s working—and what’s not—on your landing page. That means running a speed audit.

It’s important to point out that, regardless of which speed test you use, you don’t want to get too hung up on your score. Achieving a perfect score is not always technically possible (and it might not even be desirable). Instead, use your results as a general guideline to improve page speed and implement the fixes that make sense for you.

Okay—let’s test them pages.

Run a Google Speed Test

Difficulty: Easy / Estimated Time: 5 Minutes

There are a bunch of great tools for testing your page speed, but why not start with the big dog itself? Google’s PageSpeed Insights is an awesome way to do a quick performance check-up with at-a-glance recommendations. (Ryan Engley, Unbounce’s VP of Product Marketing, explains how to interpret and act on your PageSpeed Insights results in this must-read blog post.) Then there’s Lighthouse, a newer tool from Google that provides a comprehensive analysis of your how your page presents to end users.

You’ll also want to run your page through Google’s Test My Site tool, which will check your speed from a mobile perspective.

Clicking on individual results in PageSpeed Insights will reveal your problematic page elements.

Running a Google speed test should only take a couple of minutes, and the results will help you identify some of the top opportunities to boost your landing page load times.

Try the Unbounce Landing Page Analyzer

Difficulty: Easy / Estimated Time: 5 Minutes

Running a speed test with Google should be your top priority, but PageSpeed Insights doesn’t give results tailored to landing pages. For that, you’ll want to run your page through the Unbounce Landing Page Analyzer, which not only provides feedback on page performance but includes a bunch of advice on creating more effective campaigns and kicking your conversions into overdrive.

Unbounce’s Landing Page Analyzer provides feedback on page speed, but also actionable advice on things like SEO, message match, and mobile-friendliness.

Building Pages in Unbounce? Then you’ll definitely want to give our Landing Page Analyzer a shot. Get best-practice recommendations for conversion optimization and see how your landing pages stack up against others in your industry.

Improve Your Landing Page Speed: Easy Fixes

With your results from both Google and Unbounce, you’ll be well-equipped to move onto the actual work of making your page perform better. It’s time to pick up that hammer.

These fixes should be simple enough for anyone to tackle, regardless of their technical expertise.

Reduce Your Page Content

Difficulty: Easy / Estimated Time: 15 Minutes

We’ve marked this as an easy opportunity to increase your page speed, but it probably won’t feel like that when you start thinking about which elements on your page you can junk. Marketers love big hero shots, beautiful supporting imagery, and fun, animated explainer videos. But how much of that content is actually helping you drive conversions?

Visual content accounts for a huge portion of the size of an average web page—images account for over 20% of web page weight, as pointed out by Kinsta—and each element creates an HTTP request. That’s when your visitor’s browser pings your web server to request the files that make up the elements of your page. Too many calls can be a serious drag on your load time, so one of the simplest ways to improve your page speed is cutting down the number of elements you include.

Look at each piece of content on your page critically, then ask yourself: “Does this spark joy?” “Does this increase conversions?” If you don’t think there are pieces you can toss, try running an A/B test with a slimmed-down version of the page. The results might surprise you.

Bottom line: stick to the fundamentals of good landing page design and try to keep the number of elements (and thus HTTP requests) to a minimum.

Building Pages in Unbounce? We recommend that you keep things pretty lean, but we’d never remove content from your landing page. (Must resist… desire… to do best practices…) This is one optimization that you’ll have to tackle on your own.

Optimize Your Images

Difficulty: Easy / Estimated Time: 30 Minutes

Once you’ve trimmed some elements from your page, you’ll want to optimize the content that made the cut. Poor image optimization is the most common reason for slow page loads, especially for mobile visitors. Fortunately, it’s also one of the easiest issues to fix.

These are some quick tips for shrinking your images and improving your page speed. The goal here should be getting images at least under 800kb, but the smaller we can make them, the better.

Resize your images

It’s easy to chuck a larger image onto your page and rely on your content management system (CMS) to compress it to the appropriate size, but it’ll still be loading at least some of those extra pixels on the back end, and your visitors are going to feel it in the load. When you add an image, make sure it’s the same dimensions that your page will be rendering it.*

*This doesn’t necessarily apply to Unbounce’s retina image support—read up on that here.

Choose the right file type

Most people don’t think too much about the format of the image they’re uploading, but it can have a dramatic effect on page performance. The file types you’re probably most familiar with are JPEG and PNG—and, yes, there are differences.

JPEG is a ‘lossy’ format, which means it’ll lose some data during compression. That typically gives you a smaller file, but it can come at the expense of visual fidelity. Generally, images with significant color variation (say, photographs) perform better as JPEGs, and any dip in quality can usually go undetected.

PNG is ‘lossless,’ so the image’s appearance won’t change when resized, but it tends to make for larger files if there’s significant color variation. PNG is ideal for simple images with defined shapes, like those with text. Saving PNGs in 8-bit (rather than 24-bit, which has a broader color palette) can help shave off some extra bites.

Here are some optimization tips for JPEG and PNG (and GIF, that villain) from Google itself.

Use compression tools

Before your weigh-in, it’s good to run images through a final round of compression. There are plenty of image compression tools on WordPress, as well as some free, standalone ones like TinyPNG. These shrinky gizmos offer a simple way to cut down your image sizes without braving the cursed labyrinth that is Adobe’s export settings. (Hey, I’m a words guy.)

Your takeaways here are:

Ensure your image dimensions match how they’ll actually be displayed

Use JPEG when a slight dip in visual fidelity isn’t the end of the world (like photography), but PNG when it is (images with text and sharp lines)

Compress images to keep the file size as tiny as possible

If you want to take a deeper dive into image optimization, we recommend that you check out this post from Search Engine Land, which goes into detail on making images smaller while keeping them beautiful.

Building Pages in Unbounce? We’ve got you covered. Unbounce’s Auto Image Optimizer shrinks your images as soon as they’re uploaded so you can focus on making the best landing page possible.

Host Your Videos Elsewhere

Difficulty: Easy / Estimated Time: 30 Minutes

Why carry something yourself when you can make someone else carry it for you? That’s my motto for landing pages and life, and it’s why I’m no longer welcome on Unbounce’s company hiking trips.

Hosting videos on your own domain can be great for SEO purposes, but that’s not usually our goal with landing pages. We want everything to load in a flash and give our visitors the best chance to convert. Depending on your hosting solution, though, your videos might be slowing down your page speed, suffering from playback issues, and taking up an uncomfortable amount of server space.

Done properly, transferring videos to a third-party platform can shed some extra load time and help your pages render faster. Consider moving video content to Wistia, YouTube, or Vimeo, then using a light embed technique so that your videos only load heavier playback elements when your visitors actually click on them.

Building Pages in Unbounce? As a disclaimer: Using light embed codes with Unbounce (or any custom code, for that matter) will require some technical knowledge to implement and could, in rare cases, cause issues. Check out this Unbounce community post for more information.

Audit Your Hosting Solution

Difficulty: Easy / Estimated Time: 30 Minutes

Loading speed isn’t just determined by what’s on your landing page. Your web host also has a major influence in how quickly your page rolls out to potential customers.

There are three common models for web hosting:

Shared hosting Generally the most affordable solution, shared hosting is when your website is hosted alongside other sites on a single web server. Everyone draws from common resources (like storage space and processing power), which means—you guessed it—you need to share.

Virtual private server (VPS) hosting This is essentially a mix of both shared and dedicated hosting. With VPS, your website still shares server space with others, but you’ll have dedicated resources that no one else can dip into. The result is more power and flexibility, but it tends to come with a higher price tag.

Dedicated hosting For those who’ve had a traumatic roommate experience (who hasn’t?), dedicated hosting means your website has the server all to itself. More resources, no sharing. That’s great if you’re heavy on digital content and get a ton of traffic, but dedicated hosting is also the most expensive option and requires the technical know-how to set up and maintain your server.

Low-volume websites can generally get by with the cost-effective shared solution, but once your traffic starts to rise, you might not be getting enough juice from your web host to deliver content quickly—and that’s when load times start to suffer. (Give this post from Search Engine Journal a read for a more comprehensive explanation.)

It’s also important to note that the whereabouts of your web server can have a significant impact on your page speed. If you’re not using a content delivery network (CDN; more on this below), you’ll want to make sure that traffic from foreign countries isn’t encountering too much latency.

Think your hosting solution might be impacting your page speed? Run your site through a server speed test like this one from Bitcatcha, and use WebPageTest or Pingdom to see how your quickly your landing page loads in other countries. Depending on the results, you might decide it’s time to upgrade your hosting plan (or change web hosts altogether).

Building Pages in Unbounce? You don’t have to worry about this one—Unbounce’s global hosting solution boasts 99.95% uptime and ensures that your landing pages always have the necessary resources to load super fast.

Implement a CDN

Difficulty: Easy / Estimated Time: 30 Minutes

When your landing page gets a visitor, their web browser pings your server to get the content necessary to build out the page. Simple, right? Everyone downloads your website information from the same place, regardless of their location around the world. Well, that’s usually fine if the visitor is in or close to the country that your web server is located, but when they’re halfway around the globe, chances are they’re going to encounter some latency.

To avoid that, you should look into deploying a CDN, which caches your website across a network of data centers and proxy servers all over the planet. Say your own server is in the United States and someone from Lithuania is trying to visit your landing page. Instead of downloading your content from across the Atlantic, that visitor can pull a cached version from a server nearby.

Setting your website up with a CDN is pretty straightforward and—depending on your traffic—generally affordable. Here’s a list of some popular CDN providers from Mashable.

Building Pages in Unbounce? We’ve got five global data centers supporting the Unbounce CDN, which means your landing pages will load in a flash regardless of where they’re being accessed from.

Improve Your Landing Page Speed: Intermediate Fixes

These next speed fixes are a little trickier, but they should be manageable for marketers with a little technical know-how. Still, a mistake here could mean actual damage to your landing page.

Our recommendation? Do some research, make a backup, and—if you can—consult briefly with a developer on your team. It never hurts to have an experienced colleague to turn to if you get in over your head.

Building Pages in Unbounce? We talk a lot about WordPress through this next section. If you’re using our plugin to publish Unbounce landing pages to a WordPress domain, some of these recommended speed fixes can actually cause technical issues. Don’t hesitate to reach out to us for clarification if you’re ever unsure.

Minify HTML, CSS, and JS

Difficulty: Intermediate / Estimated Time: 15 Minutes

All those lines of HTML, CSS, and JS code that make up your landing page? They’re packed with spaces, line breaks, and other bits of formatting that make it more legible and easier for us to interpret, but each makes your load time just an eensy bit slower—and the web browsers your visitors are using to render your page don’t particularly need them.

With minification, the goal is to cut out all of that extra junk and condense your code so that browsers can read it faster. Here’s an example snippet of Javascript code from Wikipedia:

var array = []; for (var i = 0; i < 20; i++) { array[i] = i; }

After minifying, that code would look something like this:

for(var a=[i=0];++i<20;a[i]=i);

There are plenty of free online tools that will do this for your landing page, like Minify Code, as well as a bunch of WordPress plugins. Be sure to check out this post from Elegant Themes, which is an awesome resource that dives into the many options at your disposal.

Building Pages in Unbounce? Do we minify? We practically invented minifying. (Editor’s note: We did not.) Unbounce compresses all of your code automatically, making your landing page as slim as can be. No coding your pages from scratch and no minifying that code in the background? We’re making this too easy for you.

Enable Browser Caching

Difficulty: Intermediate / Estimated Time: 15 Minutes

The goal with any landing page should be getting prospects to convert the first time they visit, but the reality is that not everyone will. Sometimes, visitors will need some time to think about it: they’ll bounce, do more research, check out some competitors, then come back to your original offer. Browser caching ensures that when they return, your page will load even faster—and that’ll make them more likely to convert.

Not sure if you’ve already got caching enabled? Before you start, run a quick caching check using a tool like this one from GiftOfSpeed.

If your site is built on WordPress, enabling caching is as easy as adding a plugin.* (WordPress is almost too easy, huh?) Check out this list of caching plugins, most of which include quick instructions for getting set up.

*If you’re publishing Unbounce pages to a WordPress domain, these caching recommendations could create big problems. Check with us first.

For those not on WordPress, enabling browser caching on your own is pretty simple if you’re willing to get your hands dirty. For example, on Apache web servers, it comes down to inserting a little bit of code into the .htaccess file on your web host or server: <IfModule mod_expires.c> ExpiresActive On ExpiresByType image/jpg “access 1 year” ExpiresByType image/jpeg “access 1 year” ExpiresByType image/gif “access 1 year” ExpiresByType image/png “access 1 year” ExpiresByType text/css “access 1 month” ExpiresByType text/html “access 1 month” ExpiresByType application/pdf “access 1 month” ExpiresByType text/x-javascript “access 1 month” ExpiresByType application/x-shockwave-flash “access 1 month” ExpiresByType image/x-icon “access 1 year” ExpiresDefault “access 1 month” </IfModule>

This article from Varvy provides a great how-to, as does this one from WinningWP (which discusses enabling browser caching from a WordPress perspective but is applicable more broadly).

If all of this makes you nervous, there’s likely a simpler method for you to set up browser caching. Most web hosts will enable caching for you if you ask. Depending on your hosting solution, it might be as easy as making a phone call. (Although, now that I think about it, that might be more daunting for some of us.)

Building Pages in Unbounce? Seven-day browser caching is enabled on all Unbounce-built landing pages, so this is a speed fix you can comfortably skip. Maybe use this free time to treat yourself to some self-care? You’ve earned it.

Set Up GZIP Compression

Difficulty: Intermediate / Estimated Time: 15 Minutes

When a visitor reaches your landing page, their browser pings your web server to request the files that make up the page and the server transmits them back. Naturally, that process moves faster if the information being sent is compressed to be as small as possible. Here’s where GZIP compression comes in.

(You’ll want to check to see if GZIP compression is already enabled before you get started.)

As with browser caching, the difficulty of setting up GZIP compression is going to be determined by how your website was built. If you use WordPress, you’re in luck: many WordPress plugins will enable GZIP compression for you almost automatically. If you don’t use WordPress, well, we’re headed back into your server.

This article from GTmetrix provides a quick overview of the importance of GZIP compression and how to enable it. With Apache web servers, you’ll need to add this chunk of code to your .htaccess file. <IfModule mod_deflate.c> # Compress HTML, CSS, JavaScript, Text, XML and fonts AddOutputFilterByType DEFLATE application/javascript AddOutputFilterByType DEFLATE application/rss+xml AddOutputFilterByType DEFLATE application/vnd.ms-fontobject AddOutputFilterByType DEFLATE application/x-font AddOutputFilterByType DEFLATE application/x-font-opentype AddOutputFilterByType DEFLATE application/x-font-otf AddOutputFilterByType DEFLATE application/x-font-truetype AddOutputFilterByType DEFLATE application/x-font-ttf AddOutputFilterByType DEFLATE application/x-javascript AddOutputFilterByType DEFLATE application/xhtml+xml AddOutputFilterByType DEFLATE application/xml AddOutputFilterByType DEFLATE font/opentype AddOutputFilterByType DEFLATE font/otf AddOutputFilterByType DEFLATE font/ttf AddOutputFilterByType DEFLATE image/svg+xml AddOutputFilterByType DEFLATE image/x-icon AddOutputFilterByType DEFLATE text/css AddOutputFilterByType DEFLATE text/html AddOutputFilterByType DEFLATE text/javascript AddOutputFilterByType DEFLATE text/plain AddOutputFilterByType DEFLATE text/xml

# Remove browser bugs (only needed for really old browsers) BrowserMatch ^Mozilla/4 gzip-only-text/html BrowserMatch ^Mozilla/4\.0[678] no-gzip BrowserMatch \bMSIE !no-gzip !gzip-only-text/html Header append Vary User-Agent </IfModule>

And again, if this is beyond your comfort zone, your web host will probably help you set up GZIP compression if you ask nicely.

Building Pages in Unbounce? You don’t have to ask us nicely, because we’ve already done it. All Unbounce landing pages are automatically compressed during data transfer. (But be nice to us anyway, alright?)

Kill Needless Scripts and Plugins

Difficulty: Intermediate / Estimated Time: 30 Minutes

WordPress is wonderful in its simplicity. As we’ve seen throughout this article, page speed fixes that might require a front-end developer on a static website can often be achieved by simply installing a WordPress plugin. Want to enable browser caching? Boom, W3 Total Cache.* Need to minify your scripts? Pow, Autoptomize.* Developer, shmeveloper.

But because it’s so easy to add functionality through plugins, WordPress websites have a habit of collecting a lot of them—along with all the of the bits and bites of code that make them work. Those add up.

Take a look at the scripts and plugins you’ve added to your website and decide whether they’re essential to your visitor experience. If they’re not, junking them could help cut some extra seconds off of your load time. (And guess what? There’s a plugin for that.) You can also disable plugins one at a time, then retest your page speed to determine which ones are problematic.

*If you’re publishing Unbounce pages to a WordPress domain, these plugins in particular might start a fire.

Building Pages in Unbounce? This is more of WordPress fix, but it also applies to Unbounce customers that have inserted a bunch of custom scripts onto their landing pages. Learn how the Unbounce Script Manager helps you keep things tidy.

Convert Images to Sprites

Difficulty: Intermediate / Estimated Time: 30 Minutes

If your landing page includes a series of similar-sized images (say, for a client logo bar), you can shorten your load time by combining them into an image sprite, then use CSS to display specific chunks of that sprite at a time. This post from WebFX provides a great step-by-step guide for creating CSS sprites.

Joining smaller images into a larger file might seem counterintuitive, but again, the idea here is to reduce the number of HTTP requests on your page and ultimately make it faster. Each individual image requires its own call—combining images into a single CSS sprite means your page only needs to make one.

Building Pages in Unbounce? We don’t build CSS sprites for you, but you can certainly use them on your Unbounce-built landing pages. Check out our documentation on custom JS and CSS with Unbounce.

Improve Your Landing Page Speed: Hard Fixes

We’re into the scary stuff now.

These are fixes you should absolutely not attempt unless you know what you’re doing or you’ve consulted extensively with a front-end developer. (We even had one of the Unbounce devs fact-check this article, and we’ve never felt smaller.) Proceed with caution.

Remove Render-Blocking JS and CSS

Difficulty: Hard / Estimated Time: 45 Minutes

Those CSS and JS scripts that make your landing page beautiful and enable cool, dynamic functionality? They could be one of the major reasons that your page is loading so slowly. (Bad news for my flashing, neon visitor counter.)

When a web browser runs into CSS or JS in the head of your document, it’ll wait to download and process that content before continuing to render your page’s HTML. That might sound like a good thing from a user experience perspective—after all, we want people to see our landing page as it was intended—but it actually means that visitors can be left waiting on a blank screen while everything loads in the background.

To avoid this, we need to implement techniques for preventing render-blocking CSS and JS on our landing page. (Refer back to your Google PageSpeed Insights results to check if any scripts are slowing down your page load.)

Reduce render-blocking CSS

There are a couple of ways that we can neutralize render-blocking CSS. One option is to defer all CSS until after the HTML has loaded. That’ll certainly improve page speed, but it will also present non-styled content when the visitor first reaches our page. Not ideal.

The other, more preferable option is to defer most style rules until the HTML has been rendered, but inline the CSS necessary to correctly display content above the fold within the HTML. That way, visitors will see the properly-styled content as soon as they hit the page while the rest will load out of view. Pretty sneaky. This is a great tutorial using a real-life example from codeburst.io.

Another page speed opportunity for you here is combining your CSS files. By moving your style rules from several files to just one (or maybe two, tops), you can reduce the number of times that visitors need to ping your web server and improve your landing page load time. Here’s a good resource from GiftOfSpeed on combining and compressing you CSS scripts.

Eliminate render-blocking JS

Like CSS, JS scripts can prevent your landing page from rendering as quickly as you might like. We can avoid that by deploying the defer and async attributes. The former tells the browser to wait until your HTML is rendered before it begins pulling in JS scripts, while the latter asks that JS be downloaded simultaneously without interrupting the HTML download.

An important note is that not all JS scripts are equal: some are critical to the rendering of your page and need to be addressed right out of the gate, so they’ll have to stay at the top. Dareboost does a good job of explaining how to distinguish between critical and non-critical JS, as well as how to implement deferred and asynchronous loading.

Building Pages in Unbounce? Unbounce optimizes for most Google PageSpeed Insights recommendations, including the removal of render-blocking elements. That means you can skip this one.

Start Hand-Coding with AMP

Difficulty: Very Hard / Estimated Time: ∞ Hours

Alright, “∞ hours” is an overstatement, but implementing AMP is no small task. Developed by Google, the AMP project is an entirely new framework with which to build your web pages. The goal? Dramatically improve page speed, especially for mobile users.

AMP is made up of three core components: AMP HTML, AMP JS, and AMP Cache. That means you’ll need to learn new markup, as well as understand the framework well enough to get your landing pages validated and make sure they actually work.

We won’t get into the nitty-gritty of building with AMP here, but the AMP website has a bunch of resources (including tutorials) to help you get started.

Building Pages in Unbounce? No hand-coding AMP pages for you—Unbounce makes it easy to drag and drop together AMP experiences. Choose one of our AMP-optimized templates, load your content, get validated, and start publishing lightning-fast landing pages right away.

Improving your landing page speed can sound intimidating, but even small tweaks will make a big difference for your load times. Tackle the easy stuff first, then move onto more challenging fixes as you get comfortable. And above all, keep testing: seeing your improved speed results after each undertaking will give you the confidence and motivation to move forward.

Or, you know, just build with Unbounce. We automatically handle most of the speed fixes listed (or at least makes them super easy), which saves a ton of time. That means you can focus on what matters: getting more conversions and improving ROI.

Increase Your Landing Page Speed (By Stealing Our Homework) published first on https://nickpontemrktg.wordpress.com/

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Increase Your Landing Page Speed (By Stealing Our Homework)

If you’ve read Unbounce’s 2019 Page Speed Report (and you really should), then you already know why speed is so important this year. Slow-loading landing pages have always been an obstacle to higher conversions, and now Google is punishing poor mobile load times in its search rankings. To be successful in 2019, we—marketers—need to be thinking fast. But are we?

To find out, we polled almost 400 marketers on their attitudes around page speed and asked what (if anything) they were doing to get faster.

Just 56% of marketers are happy with their mobile load times, according to the 2019 Page Speed Report.

Almost three of every four respondents said they had taken steps to improve their page speeds over the last year, and that’s pretty good. Alarmingly, though, only half of marketers we surveyed are satisfied with their load times on mobile.

So most marketers are trying to get faster, but many aren’t where they want to be. Which begs the question: what are people doing to speed up their landing page load times?

Computer, enhance!

Only 39% of marketers have bothered to find out how fast their pages are actually loading. Not great.

Here, we start to see why marketers are somewhat pessimistic about their page speed progress. Just over half have optimized their landing page images—ostensibly one of the simplest ways to speed up your load times—and even fewer have done any of the real technical-sounding things they need to get faster. (I mean, fair, they sound pretty boring to us, too.)

Here’s a doozy, though: just one in three marketers have run a website speed test to find out whether their load times are impacting their conversions. That’s the easiest one!

And hey, we get it. Marketers are being asked to do more than ever before, often with fewer resources. If you’re a small team (or a single person, the smallest of the teams), you might feel you don’t have the time or expertise to meaningfully improve your page speed.

But I’ve gone and done the hard work for you—me, a film school graduate who, until recently, believed that his Apple computer was impervious to viruses. (Hoo boy, it is not.) I’ve spent hours talking to Unbounce developers, reading how-to guides, and generally just bombarding my brain with the most dull, technical page speed information I could get ahold of. (Apologies to said developers.) And if I can get my head around it, there’s no excuse for the rest of you.

Below, I’ve simplified some of the most effective ways to increase your landing page loading times in a guide. For each fix, I’ve indicated the technical difficulty and the estimated time it’ll take, so you know exactly what you’re getting yourself in to. Use the table of contents below to jump to what’s relevant to you, or go ahead and do it all in order.

Jump to a Landing Page Speed Fix

How to Check Your Landing Page Speed

Run a Google Speed Test (5 Minutes)

Try the Unbounce Landing Page Analyzer (5 Minutes)

Improve Your Landing Page Speed: Easy Fixes

Reduce Your Page Content (15 Minutes)

Optimize Your Images (30 Minutes)

Host Your Videos Elsewhere (30 Minutes)

Audit Your Hosting Solution (30 Minutes)

Implement a CDN (30 Minutes)

Improve Your Landing Page Speed: Intermediate Fixes

Minify HTML, JS, and CSS (15 Minutes)

Enable Browser Caching (15 Minutes)

Set Up GZIP Compression (15 Minutes)

Kill Needless Scripts and Plugins (30 Minutes)

Convert Images to Sprites (30 Minutes)

Improve Your Landing Page Speed: Hard Fixes

Remove Render-Blocking JS and CSS (45 Minutes)

Start Hand-Coding with AMP

Final note: If you’ve built your page with Unbounce, you can skip a lot of this stuff—we make many speed fixes on the back-end automatically. In this post, look for the ‘Building Pages in Unbounce?‘ callout boxes to see if a given fix is something you need to implement.

Look for these callout boxes throughout this post to get Unbounce-specific tips and learn how we automatically optimize your landing pages to make them load super fast.

How to Check Your Landing Page Speed

First things first.

Before you throw on your hard hat and start hitting things with a hammer (both figuratively and literally), it’s important to have some idea of what’s working—and what’s not—on your landing page. That means running a speed audit.

It’s important to point out that, regardless of which speed test you use, you don’t want to get too hung up on your score. Achieving a perfect score is not always technically possible (and it might not even be desirable). Instead, use your results as a general guideline to improve page speed and implement the fixes that make sense for you.

Okay—let’s test them pages.

Run a Google Speed Test

Difficulty: Easy / Estimated Time: 5 Minutes

There are a bunch of great tools for testing your page speed, but why not start with the big dog itself? Google’s PageSpeed Insights is an awesome way to do a quick performance check-up with at-a-glance recommendations. (Ryan Engley, Unbounce’s VP of Product Marketing, explains how to interpret and act on your PageSpeed Insights results in this must-read blog post.) Then there’s Lighthouse, a newer tool from Google that provides a comprehensive analysis of your how your page presents to end users.

You’ll also want to run your page through Google’s Test My Site tool, which will check your speed from a mobile perspective.

Clicking on individual results in PageSpeed Insights will reveal your problematic page elements.

Running a Google speed test should only take a couple of minutes, and the results will help you identify some of the top opportunities to boost your landing page load times.

Try the Unbounce Landing Page Analyzer

Difficulty: Easy / Estimated Time: 5 Minutes

Running a speed test with Google should be your top priority, but PageSpeed Insights doesn’t give results tailored to landing pages. For that, you’ll want to run your page through the Unbounce Landing Page Analyzer, which not only provides feedback on page performance but includes a bunch of advice on creating more effective campaigns and kicking your conversions into overdrive.

Unbounce’s Landing Page Analyzer provides feedback on page speed, but also actionable advice on things like SEO, message match, and mobile-friendliness.

Building Pages in Unbounce? Then you’ll definitely want to give our Landing Page Analyzer a shot. Get best-practice recommendations for conversion optimization and see how your landing pages stack up against others in your industry.

Improve Your Landing Page Speed: Easy Fixes

With your results from both Google and Unbounce, you’ll be well-equipped to move onto the actual work of making your page perform better. It’s time to pick up that hammer.

These fixes should be simple enough for anyone to tackle, regardless of their technical expertise.

Reduce Your Page Content

Difficulty: Easy / Estimated Time: 15 Minutes

We’ve marked this as an easy opportunity to increase your page speed, but it probably won’t feel like that when you start thinking about which elements on your page you can junk. Marketers love big hero shots, beautiful supporting imagery, and fun, animated explainer videos. But how much of that content is actually helping you drive conversions?

Visual content accounts for a huge portion of the size of an average web page—images account for over 20% of web page weight, as pointed out by Kinsta—and each element creates an HTTP request. That’s when your visitor’s browser pings your web server to request the files that make up the elements of your page. Too many calls can be a serious drag on your load time, so one of the simplest ways to improve your page speed is cutting down the number of elements you include.

Look at each piece of content on your page critically, then ask yourself: “Does this spark joy?” “Does this increase conversions?” If you don’t think there are pieces you can toss, try running an A/B test with a slimmed-down version of the page. The results might surprise you.

Bottom line: stick to the fundamentals of good landing page design and try to keep the number of elements (and thus HTTP requests) to a minimum.

Building Pages in Unbounce? We recommend that you keep things pretty lean, but we’d never remove content from your landing page. (Must resist… desire… to do best practices…) This is one optimization that you’ll have to tackle on your own.

Optimize Your Images

Difficulty: Easy / Estimated Time: 30 Minutes

Once you’ve trimmed some elements from your page, you’ll want to optimize the content that made the cut. Poor image optimization is the most common reason for slow page loads, especially for mobile visitors. Fortunately, it’s also one of the easiest issues to fix.

These are some quick tips for shrinking your images and improving your page speed. The goal here should be getting images at least under 800kb, but the smaller we can make them, the better.

Resize your images

It’s easy to chuck a larger image onto your page and rely on your content management system (CMS) to compress it to the appropriate size, but it’ll still be loading at least some of those extra pixels on the back end, and your visitors are going to feel it in the load. When you add an image, make sure it’s the same dimensions that your page will be rendering it.*

*This doesn’t necessarily apply to Unbounce’s retina image support—read up on that here.

Choose the right file type

Most people don’t think too much about the format of the image they’re uploading, but it can have a dramatic effect on page performance. The file types you’re probably most familiar with are JPEG and PNG—and, yes, there are differences.

JPEG is a ‘lossy’ format, which means it’ll lose some data during compression. That typically gives you a smaller file, but it can come at the expense of visual fidelity. Generally, images with significant color variation (say, photographs) perform better as JPEGs, and any dip in quality can usually go undetected.

PNG is ‘lossless,’ so the image’s appearance won’t change when resized, but it tends to make for larger files if there’s significant color variation. PNG is ideal for simple images with defined shapes, like those with text. Saving PNGs in 8-bit (rather than 24-bit, which has a broader color palette) can help shave off some extra bites.

Here are some optimization tips for JPEG and PNG (and GIF, that villain) from Google itself.

Use compression tools

Before your weigh-in, it’s good to run images through a final round of compression. There are plenty of image compression tools on WordPress, as well as some free, standalone ones like TinyPNG. These shrinky gizmos offer a simple way to cut down your image sizes without braving the cursed labyrinth that is Adobe’s export settings. (Hey, I’m a words guy.)

Your takeaways here are:

Ensure your image dimensions match how they’ll actually be displayed

Use JPEG when a slight dip in visual fidelity isn’t the end of the world (like photography), but PNG when it is (images with text and sharp lines)

Compress images to keep the file size as tiny as possible

If you want to take a deeper dive into image optimization, we recommend that you check out this post from Search Engine Land, which goes into detail on making images smaller while keeping them beautiful.

Building Pages in Unbounce? We’ve got you covered. Unbounce’s Auto Image Optimizer shrinks your images as soon as they’re uploaded so you can focus on making the best landing page possible.

Host Your Videos Elsewhere

Difficulty: Easy / Estimated Time: 30 Minutes

Why carry something yourself when you can make someone else carry it for you? That’s my motto for landing pages and life, and it’s why I’m no longer welcome on Unbounce’s company hiking trips.

Hosting videos on your own domain can be great for SEO purposes, but that’s not usually our goal with landing pages. We want everything to load in a flash and give our visitors the best chance to convert. Depending on your hosting solution, though, your videos might be slowing down your page speed, suffering from playback issues, and taking up an uncomfortable amount of server space.

Done properly, transferring videos to a third-party platform can shed some extra load time and help your pages render faster. Consider moving video content to Wistia, YouTube, or Vimeo, then using a light embed technique so that your videos only load heavier playback elements when your visitors actually click on them.

Building Pages in Unbounce? As a disclaimer: Using light embed codes with Unbounce (or any custom code, for that matter) will require some technical knowledge to implement and could, in rare cases, cause issues. Check out this Unbounce community post for more information.

Audit Your Hosting Solution

Difficulty: Easy / Estimated Time: 30 Minutes

Loading speed isn’t just determined by what’s on your landing page. Your web host also has a major influence in how quickly your page rolls out to potential customers.

There are three common models for web hosting:

Shared hosting Generally the most affordable solution, shared hosting is when your website is hosted alongside other sites on a single web server. Everyone draws from common resources (like storage space and processing power), which means—you guessed it—you need to share.

Virtual private server (VPS) hosting This is essentially a mix of both shared and dedicated hosting. With VPS, your website still shares server space with others, but you’ll have dedicated resources that no one else can dip into. The result is more power and flexibility, but it tends to come with a higher price tag.

Dedicated hosting For those who’ve had a traumatic roommate experience (who hasn’t?), dedicated hosting means your website has the server all to itself. More resources, no sharing. That’s great if you’re heavy on digital content and get a ton of traffic, but dedicated hosting is also the most expensive option and requires the technical know-how to set up and maintain your server.

Low-volume websites can generally get by with the cost-effective shared solution, but once your traffic starts to rise, you might not be getting enough juice from your web host to deliver content quickly—and that’s when load times start to suffer. (Give this post from Search Engine Journal a read for a more comprehensive explanation.)

It’s also important to note that the whereabouts of your web server can have a significant impact on your page speed. If you’re not using a content delivery network (CDN; more on this below), you’ll want to make sure that traffic from foreign countries isn’t encountering too much latency.

Think your hosting solution might be impacting your page speed? Run your site through a server speed test like this one from Bitcatcha, and use WebPageTest or Pingdom to see how your quickly your landing page loads in other countries. Depending on the results, you might decide it’s time to upgrade your hosting plan (or change web hosts altogether).

Building Pages in Unbounce? You don’t have to worry about this one—Unbounce’s global hosting solution boasts 99.95% uptime and ensures that your landing pages always have the necessary resources to load super fast.

Implement a CDN

Difficulty: Easy / Estimated Time: 30 Minutes

When your landing page gets a visitor, their web browser pings your server to get the content necessary to build out the page. Simple, right? Everyone downloads your website information from the same place, regardless of their location around the world. Well, that’s usually fine if the visitor is in or close to the country that your web server is located, but when they’re halfway around the globe, chances are they’re going to encounter some latency.

To avoid that, you should look into deploying a CDN, which caches your website across a network of data centers and proxy servers all over the planet. Say your own server is in the United States and someone from Lithuania is trying to visit your landing page. Instead of downloading your content from across the Atlantic, that visitor can pull a cached version from a server nearby.

Setting your website up with a CDN is pretty straightforward and—depending on your traffic—generally affordable. Here’s a list of some popular CDN providers from Mashable.

Building Pages in Unbounce? We’ve got five global data centers supporting the Unbounce CDN, which means your landing pages will load in a flash regardless of where they’re being accessed from.

Improve Your Landing Page Speed: Intermediate Fixes

These next speed fixes are a little trickier, but they should be manageable for marketers with a little technical know-how. Still, a mistake here could mean actual damage to your landing page.

Our recommendation? Do some research, make a backup, and—if you can—consult briefly with a developer on your team. It never hurts to have an experienced colleague to turn to if you get in over your head.

Building Pages in Unbounce? We talk a lot about WordPress through this next section. If you’re using our plugin to publish Unbounce landing pages to a WordPress domain, some of these recommended speed fixes can actually cause technical issues. Don’t hesitate to reach out to us for clarification if you’re ever unsure.

Minify HTML, CSS, and JS

Difficulty: Intermediate / Estimated Time: 15 Minutes

All those lines of HTML, CSS, and JS code that make up your landing page? They’re packed with spaces, line breaks, and other bits of formatting that make it more legible and easier for us to interpret, but each makes your load time just an eensy bit slower—and the web browsers your visitors are using to render your page don’t particularly need them.

With minification, the goal is to cut out all of that extra junk and condense your code so that browsers can read it faster. Here’s an example snippet of Javascript code from Wikipedia:

var array = []; for (var i = 0; i < 20; i++) { array[i] = i; }

After minifying, that code would look something like this:

for(var a=[i=0];++i<20;a[i]=i);

There are plenty of free online tools that will do this for your landing page, like Minify Code, as well as a bunch of WordPress plugins. Be sure to check out this post from Elegant Themes, which is an awesome resource that dives into the many options at your disposal.

Building Pages in Unbounce? Do we minify? We practically invented minifying. (Editor’s note: We did not.) Unbounce compresses all of your code automatically, making your landing page as slim as can be. No coding your pages from scratch and no minifying that code in the background? We’re making this too easy for you.

Enable Browser Caching

Difficulty: Intermediate / Estimated Time: 15 Minutes

The goal with any landing page should be getting prospects to convert the first time they visit, but the reality is that not everyone will. Sometimes, visitors will need some time to think about it: they’ll bounce, do more research, check out some competitors, then come back to your original offer. Browser caching ensures that when they return, your page will load even faster—and that’ll make them more likely to convert.

Not sure if you’ve already got caching enabled? Before you start, run a quick caching check using a tool like this one from GiftOfSpeed.

If your site is built on WordPress, enabling caching is as easy as adding a plugin.* (WordPress is almost too easy, huh?) Check out this list of caching plugins, most of which include quick instructions for getting set up.

*If you’re publishing Unbounce pages to a WordPress domain, these caching recommendations could create big problems. Check with us first.

For those not on WordPress, enabling browser caching on your own is pretty simple if you’re willing to get your hands dirty. For example, on Apache web servers, it comes down to inserting a little bit of code into the .htaccess file on your web host or server: <IfModule mod_expires.c> ExpiresActive On ExpiresByType image/jpg “access 1 year” ExpiresByType image/jpeg “access 1 year” ExpiresByType image/gif “access 1 year” ExpiresByType image/png “access 1 year” ExpiresByType text/css “access 1 month” ExpiresByType text/html “access 1 month” ExpiresByType application/pdf “access 1 month” ExpiresByType text/x-javascript “access 1 month” ExpiresByType application/x-shockwave-flash “access 1 month” ExpiresByType image/x-icon “access 1 year” ExpiresDefault “access 1 month” </IfModule>

This article from Varvy provides a great how-to, as does this one from WinningWP (which discusses enabling browser caching from a WordPress perspective but is applicable more broadly).

If all of this makes you nervous, there’s likely a simpler method for you to set up browser caching. Most web hosts will enable caching for you if you ask. Depending on your hosting solution, it might be as easy as making a phone call. (Although, now that I think about it, that might be more daunting for some of us.)

Building Pages in Unbounce? Seven-day browser caching is enabled on all Unbounce-built landing pages, so this is a speed fix you can comfortably skip. Maybe use this free time to treat yourself to some self-care? You’ve earned it.

Set Up GZIP Compression

Difficulty: Intermediate / Estimated Time: 15 Minutes

When a visitor reaches your landing page, their browser pings your web server to request the files that make up the page and the server transmits them back. Naturally, that process moves faster if the information being sent is compressed to be as small as possible. Here’s where GZIP compression comes in.

(You’ll want to check to see if GZIP compression is already enabled before you get started.)

As with browser caching, the difficulty of setting up GZIP compression is going to be determined by how your website was built. If you use WordPress, you’re in luck: many WordPress plugins will enable GZIP compression for you almost automatically. If you don’t use WordPress, well, we’re headed back into your server.

This article from GTmetrix provides a quick overview of the importance of GZIP compression and how to enable it. With Apache web servers, you’ll need to add this chunk of code to your .htaccess file. <IfModule mod_deflate.c> # Compress HTML, CSS, JavaScript, Text, XML and fonts AddOutputFilterByType DEFLATE application/javascript AddOutputFilterByType DEFLATE application/rss+xml AddOutputFilterByType DEFLATE application/vnd.ms-fontobject AddOutputFilterByType DEFLATE application/x-font AddOutputFilterByType DEFLATE application/x-font-opentype AddOutputFilterByType DEFLATE application/x-font-otf AddOutputFilterByType DEFLATE application/x-font-truetype AddOutputFilterByType DEFLATE application/x-font-ttf AddOutputFilterByType DEFLATE application/x-javascript AddOutputFilterByType DEFLATE application/xhtml+xml AddOutputFilterByType DEFLATE application/xml AddOutputFilterByType DEFLATE font/opentype AddOutputFilterByType DEFLATE font/otf AddOutputFilterByType DEFLATE font/ttf AddOutputFilterByType DEFLATE image/svg+xml AddOutputFilterByType DEFLATE image/x-icon AddOutputFilterByType DEFLATE text/css AddOutputFilterByType DEFLATE text/html AddOutputFilterByType DEFLATE text/javascript AddOutputFilterByType DEFLATE text/plain AddOutputFilterByType DEFLATE text/xml

# Remove browser bugs (only needed for really old browsers) BrowserMatch ^Mozilla/4 gzip-only-text/html BrowserMatch ^Mozilla/4\.0[678] no-gzip BrowserMatch \bMSIE !no-gzip !gzip-only-text/html Header append Vary User-Agent </IfModule>

And again, if this is beyond your comfort zone, your web host will probably help you set up GZIP compression if you ask nicely.

Building Pages in Unbounce? You don’t have to ask us nicely, because we’ve already done it. All Unbounce landing pages are automatically compressed during data transfer. (But be nice to us anyway, alright?)

Kill Needless Scripts and Plugins

Difficulty: Intermediate / Estimated Time: 30 Minutes

WordPress is wonderful in its simplicity. As we’ve seen throughout this article, page speed fixes that might require a front-end developer on a static website can often be achieved by simply installing a WordPress plugin. Want to enable browser caching? Boom, W3 Total Cache.* Need to minify your scripts? Pow, Autoptomize.* Developer, shmeveloper.

But because it’s so easy to add functionality through plugins, WordPress websites have a habit of collecting a lot of them—along with all the of the bits and bites of code that make them work. Those add up.

Take a look at the scripts and plugins you’ve added to your website and decide whether they’re essential to your visitor experience. If they’re not, junking them could help cut some extra seconds off of your load time. (And guess what? There’s a plugin for that.) You can also disable plugins one at a time, then retest your page speed to determine which ones are problematic.

*If you’re publishing Unbounce pages to a WordPress domain, these plugins in particular might start a fire.

Building Pages in Unbounce? This is more of WordPress fix, but it also applies to Unbounce customers that have inserted a bunch of custom scripts onto their landing pages. Learn how the Unbounce Script Manager helps you keep things tidy.

Convert Images to Sprites

Difficulty: Intermediate / Estimated Time: 30 Minutes

If your landing page includes a series of similar-sized images (say, for a client logo bar), you can shorten your load time by combining them into an image sprite, then use CSS to display specific chunks of that sprite at a time. This post from WebFX provides a great step-by-step guide for creating CSS sprites.

Joining smaller images into a larger file might seem counterintuitive, but again, the idea here is to reduce the number of HTTP requests on your page and ultimately make it faster. Each individual image requires its own call—combining images into a single CSS sprite means your page only needs to make one.

Building Pages in Unbounce? We don’t build CSS sprites for you, but you can certainly use them on your Unbounce-built landing pages. Check out our documentation on custom JS and CSS with Unbounce.

Improve Your Landing Page Speed: Hard Fixes

We’re into the scary stuff now.

These are fixes you should absolutely not attempt unless you know what you’re doing or you’ve consulted extensively with a front-end developer. (We even had one of the Unbounce devs fact-check this article, and we’ve never felt smaller.) Proceed with caution.

Remove Render-Blocking JS and CSS

Difficulty: Hard / Estimated Time: 45 Minutes

Those CSS and JS scripts that make your landing page beautiful and enable cool, dynamic functionality? They could be one of the major reasons that your page is loading so slowly. (Bad news for my flashing, neon visitor counter.)

When a web browser runs into CSS or JS in the head of your document, it’ll wait to download and process that content before continuing to render your page’s HTML. That might sound like a good thing from a user experience perspective—after all, we want people to see our landing page as it was intended—but it actually means that visitors can be left waiting on a blank screen while everything loads in the background.

To avoid this, we need to implement techniques for preventing render-blocking CSS and JS on our landing page. (Refer back to your Google PageSpeed Insights results to check if any scripts are slowing down your page load.)

Reduce render-blocking CSS

There are a couple of ways that we can neutralize render-blocking CSS. One option is to defer all CSS until after the HTML has loaded. That’ll certainly improve page speed, but it will also present non-styled content when the visitor first reaches our page. Not ideal.

The other, more preferable option is to defer most style rules until the HTML has been rendered, but inline the CSS necessary to correctly display content above the fold within the HTML. That way, visitors will see the properly-styled content as soon as they hit the page while the rest will load out of view. Pretty sneaky. This is a great tutorial using a real-life example from codeburst.io.

Another page speed opportunity for you here is combining your CSS files. By moving your style rules from several files to just one (or maybe two, tops), you can reduce the number of times that visitors need to ping your web server and improve your landing page load time. Here’s a good resource from GiftOfSpeed on combining and compressing you CSS scripts.

Eliminate render-blocking JS

Like CSS, JS scripts can prevent your landing page from rendering as quickly as you might like. We can avoid that by deploying the defer and async attributes. The former tells the browser to wait until your HTML is rendered before it begins pulling in JS scripts, while the latter asks that JS be downloaded simultaneously without interrupting the HTML download.

An important note is that not all JS scripts are equal: some are critical to the rendering of your page and need to be addressed right out of the gate, so they’ll have to stay at the top. Dareboost does a good job of explaining how to distinguish between critical and non-critical JS, as well as how to implement deferred and asynchronous loading.

Building Pages in Unbounce? Unbounce optimizes for most Google PageSpeed Insights recommendations, including the removal of render-blocking elements. That means you can skip this one.

Start Hand-Coding with AMP

Difficulty: Very Hard / Estimated Time: ∞ Hours

Alright, “∞ hours” is an overstatement, but implementing AMP is no small task. Developed by Google, the AMP project is an entirely new framework with which to build your web pages. The goal? Dramatically improve page speed, especially for mobile users.

AMP is made up of three core components: AMP HTML, AMP JS, and AMP Cache. That means you’ll need to learn new markup, as well as understand the framework well enough to get your landing pages validated and make sure they actually work.

We won’t get into the nitty-gritty of building with AMP here, but the AMP website has a bunch of resources (including tutorials) to help you get started.

Building Pages in Unbounce? No hand-coding AMP pages for you—Unbounce makes it easy to drag and drop together AMP experiences. Choose one of our AMP-optimized templates, load your content, get validated, and start publishing lightning-fast landing pages right away.

Improving your landing page speed can sound intimidating, but even small tweaks will make a big difference for your load times. Tackle the easy stuff first, then move onto more challenging fixes as you get comfortable. And above all, keep testing: seeing your improved speed results after each undertaking will give you the confidence and motivation to move forward.

Or, you know, just build with Unbounce. We automatically handle most of the speed fixes listed (or at least makes them super easy), which saves a ton of time. That means you can focus on what matters: getting more conversions and improving ROI.

from Marketing https://unbounce.com/landing-pages/increase-landing-page-speed/ via http://www.rssmix.com/

[kennethmontiveros]

Increase Your Landing Page Speed (By Stealing Our Homework)

If you’ve read Unbounce’s 2019 Page Speed Report (and you really should), then you already know why speed is so important this year. Slow-loading landing pages have always been an obstacle to higher conversions, and now Google is punishing poor mobile load times in its search rankings. To be successful in 2019, we—marketers—need to be thinking fast. But are we?

To find out, we polled almost 400 marketers on their attitudes around page speed and asked what (if anything) they were doing to get faster.

Just 56% of marketers are happy with their mobile load times, according to the 2019 Page Speed Report.

Almost three of every four respondents said they had taken steps to improve their page speeds over the last year, and that’s pretty good. Alarmingly, though, only half of marketers we surveyed are satisfied with their load times on mobile.

So most marketers are trying to get faster, but many aren’t where they want to be. Which begs the question: what are people doing to speed up their landing page load times?

Computer, enhance!

Only 39% of marketers have bothered to find out how fast their pages are actually loading. Not great.

Here, we start to see why marketers are somewhat pessimistic about their page speed progress. Just over half have optimized their landing page images—ostensibly one of the simplest ways to speed up your load times—and even fewer have done any of the real technical-sounding things they need to get faster. (I mean, fair, they sound pretty boring to us, too.)

Here’s a doozy, though: just one in three marketers have run a website speed test to find out whether their load times are impacting their conversions. That’s the easiest one!

And hey, we get it. Marketers are being asked to do more than ever before, often with fewer resources. If you’re a small team (or a single person, the smallest of the teams), you might feel you don’t have the time or expertise to meaningfully improve your page speed.

But I’ve gone and done the hard work for you—me, a film school graduate who, until recently, believed that his Apple computer was impervious to viruses. (Hoo boy, it is not.) I’ve spent hours talking to Unbounce developers, reading how-to guides, and generally just bombarding my brain with the most dull, technical page speed information I could get ahold of. (Apologies to said developers.) And if I can get my head around it, there’s no excuse for the rest of you.

Below, I’ve simplified some of the most effective ways to increase your landing page loading times in a guide. For each fix, I’ve indicated the technical difficulty and the estimated time it’ll take, so you know exactly what you’re getting yourself in to. Use the table of contents below to jump to what’s relevant to you, or go ahead and do it all in order.

Jump to a Landing Page Speed Fix

How to Check Your Landing Page Speed

Run a Google Speed Test (5 Minutes)

Try the Unbounce Landing Page Analyzer (5 Minutes)

Improve Your Landing Page Speed: Easy Fixes

Reduce Your Page Content (15 Minutes)

Optimize Your Images (30 Minutes)

Host Your Videos Elsewhere (30 Minutes)

Audit Your Hosting Solution (30 Minutes)

Implement a CDN (30 Minutes)

Improve Your Landing Page Speed: Intermediate Fixes

Minify HTML, JS, and CSS (15 Minutes)

Enable Browser Caching (15 Minutes)

Set Up GZIP Compression (15 Minutes)

Kill Needless Scripts and Plugins (30 Minutes)

Convert Images to Sprites (30 Minutes)

Improve Your Landing Page Speed: Hard Fixes

Remove Render-Blocking JS and CSS (45 Minutes)

Start Hand-Coding with AMP

Final note: If you’ve built your page with Unbounce, you can skip a lot of this stuff—we make many speed fixes on the back-end automatically. In this post, look for the ‘Building Pages in Unbounce?‘ callout boxes to see if a given fix is something you need to implement.

Look for these callout boxes throughout this post to get Unbounce-specific tips and learn how we automatically optimize your landing pages to make them load super fast.

How to Check Your Landing Page Speed

First things first.

Before you throw on your hard hat and start hitting things with a hammer (both figuratively and literally), it’s important to have some idea of what’s working—and what’s not—on your landing page. That means running a speed audit.

It’s important to point out that, regardless of which speed test you use, you don’t want to get too hung up on your score. Achieving a perfect score is not always technically possible (and it might not even be desirable). Instead, use your results as a general guideline to improve page speed and implement the fixes that make sense for you.

Okay—let’s test them pages.

Run a Google Speed Test

Difficulty: Easy / Estimated Time: 5 Minutes

There are a bunch of great tools for testing your page speed, but why not start with the big dog itself? Google’s PageSpeed Insights is an awesome way to do a quick performance check-up with at-a-glance recommendations. (Ryan Engley, Unbounce’s VP of Product Marketing, explains how to interpret and act on your PageSpeed Insights results in this must-read blog post.) Then there’s Lighthouse, a newer tool from Google that provides a comprehensive analysis of your how your page presents to end users.

You’ll also want to run your page through Google’s Test My Site tool, which will check your speed from a mobile perspective.

Clicking on individual results in PageSpeed Insights will reveal your problematic page elements.

Running a Google speed test should only take a couple of minutes, and the results will help you identify some of the top opportunities to boost your landing page load times.

Try the Unbounce Landing Page Analyzer

Difficulty: Easy / Estimated Time: 5 Minutes

Running a speed test with Google should be your top priority, but PageSpeed Insights doesn’t give results tailored to landing pages. For that, you’ll want to run your page through the Unbounce Landing Page Analyzer, which not only provides feedback on page performance but includes a bunch of advice on creating more effective campaigns and kicking your conversions into overdrive.

Unbounce’s Landing Page Analyzer provides feedback on page speed, but also actionable advice on things like SEO, message match, and mobile-friendliness.

Building Pages in Unbounce? Then you’ll definitely want to give our Landing Page Analyzer a shot. Get best-practice recommendations for conversion optimization and see how your landing pages stack up against others in your industry.

Improve Your Landing Page Speed: Easy Fixes

With your results from both Google and Unbounce, you’ll be well-equipped to move onto the actual work of making your page perform better. It’s time to pick up that hammer.

These fixes should be simple enough for anyone to tackle, regardless of their technical expertise.

Reduce Your Page Content

Difficulty: Easy / Estimated Time: 15 Minutes

We’ve marked this as an easy opportunity to increase your page speed, but it probably won’t feel like that when you start thinking about which elements on your page you can junk. Marketers love big hero shots, beautiful supporting imagery, and fun, animated explainer videos. But how much of that content is actually helping you drive conversions?

Visual content accounts for a huge portion of the size of an average web page—images account for over 20% of web page weight, as pointed out by Kinsta—and each element creates an HTTP request. That’s when your visitor’s browser pings your web server to request the files that make up the elements of your page. Too many calls can be a serious drag on your load time, so one of the simplest ways to improve your page speed is cutting down the number of elements you include.

Look at each piece of content on your page critically, then ask yourself: “Does this spark joy?” “Does this increase conversions?” If you don’t think there are pieces you can toss, try running an A/B test with a slimmed-down version of the page. The results might surprise you.

Bottom line: stick to the fundamentals of good landing page design and try to keep the number of elements (and thus HTTP requests) to a minimum.

Building Pages in Unbounce? We recommend that you keep things pretty lean, but we’d never remove content from your landing page. (Must resist… desire… to do best practices…) This is one optimization that you’ll have to tackle on your own.

Optimize Your Images

Difficulty: Easy / Estimated Time: 30 Minutes

Once you’ve trimmed some elements from your page, you’ll want to optimize the content that made the cut. Poor image optimization is the most common reason for slow page loads, especially for mobile visitors. Fortunately, it’s also one of the easiest issues to fix.

These are some quick tips for shrinking your images and improving your page speed. The goal here should be getting images at least under 800kb, but the smaller we can make them, the better.

Resize your images

It’s easy to chuck a larger image onto your page and rely on your content management system (CMS) to compress it to the appropriate size, but it’ll still be loading at least some of those extra pixels on the back end, and your visitors are going to feel it in the load. When you add an image, make sure it’s the same dimensions that your page will be rendering it.*

*This doesn’t necessarily apply to Unbounce’s retina image support—read up on that here.

Choose the right file type

Most people don’t think too much about the format of the image they’re uploading, but it can have a dramatic effect on page performance. The file types you’re probably most familiar with are JPEG and PNG—and, yes, there are differences.

JPEG is a ‘lossy’ format, which means it’ll lose some data during compression. That typically gives you a smaller file, but it can come at the expense of visual fidelity. Generally, images with significant color variation (say, photographs) perform better as JPEGs, and any dip in quality can usually go undetected.

PNG is ‘lossless,’ so the image’s appearance won’t change when resized, but it tends to make for larger files if there’s significant color variation. PNG is ideal for simple images with defined shapes, like those with text. Saving PNGs in 8-bit (rather than 24-bit, which has a broader color palette) can help shave off some extra bites.

Here are some optimization tips for JPEG and PNG (and GIF, that villain) from Google itself.

Use compression tools

Before your weigh-in, it’s good to run images through a final round of compression. There are plenty of image compression tools on WordPress, as well as some free, standalone ones like TinyPNG. These shrinky gizmos offer a simple way to cut down your image sizes without braving the cursed labyrinth that is Adobe’s export settings. (Hey, I’m a words guy.)

Your takeaways here are:

Ensure your image dimensions match how they’ll actually be displayed

Use JPEG when a slight dip in visual fidelity isn’t the end of the world (like photography), but PNG when it is (images with text and sharp lines)

Compress images to keep the file size as tiny as possible

If you want to take a deeper dive into image optimization, we recommend that you check out this post from Search Engine Land, which goes into detail on making images smaller while keeping them beautiful.

Building Pages in Unbounce? We’ve got you covered. Unbounce’s Auto Image Optimizer shrinks your images as soon as they’re uploaded so you can focus on making the best landing page possible.

Host Your Videos Elsewhere

Difficulty: Easy / Estimated Time: 30 Minutes

Why carry something yourself when you can make someone else carry it for you? That’s my motto for landing pages and life, and it’s why I’m no longer welcome on Unbounce’s company hiking trips.

Hosting videos on your own domain can be great for SEO purposes, but that’s not usually our goal with landing pages. We want everything to load in a flash and give our visitors the best chance to convert. Depending on your hosting solution, though, your videos might be slowing down your page speed, suffering from playback issues, and taking up an uncomfortable amount of server space.

Done properly, transferring videos to a third-party platform can shed some extra load time and help your pages render faster. Consider moving video content to Wistia, YouTube, or Vimeo, then using a light embed technique so that your videos only load heavier playback elements when your visitors actually click on them.

Building Pages in Unbounce? As a disclaimer: Using light embed codes with Unbounce (or any custom code, for that matter) will require some technical knowledge to implement and could, in rare cases, cause issues. Check out this Unbounce community post for more information.

Audit Your Hosting Solution

Difficulty: Easy / Estimated Time: 30 Minutes

Loading speed isn’t just determined by what’s on your landing page. Your web host also has a major influence in how quickly your page rolls out to potential customers.

There are three common models for web hosting:

Shared hosting Generally the most affordable solution, shared hosting is when your website is hosted alongside other sites on a single web server. Everyone draws from common resources (like storage space and processing power), which means—you guessed it—you need to share.

Virtual private server (VPS) hosting This is essentially a mix of both shared and dedicated hosting. With VPS, your website still shares server space with others, but you’ll have dedicated resources that no one else can dip into. The result is more power and flexibility, but it tends to come with a higher price tag.

Dedicated hosting For those who’ve had a traumatic roommate experience (who hasn’t?), dedicated hosting means your website has the server all to itself. More resources, no sharing. That’s great if you’re heavy on digital content and get a ton of traffic, but dedicated hosting is also the most expensive option and requires the technical know-how to set up and maintain your server.

Low-volume websites can generally get by with the cost-effective shared solution, but once your traffic starts to rise, you might not be getting enough juice from your web host to deliver content quickly—and that’s when load times start to suffer. (Give this post from Search Engine Journal a read for a more comprehensive explanation.)

It’s also important to note that the whereabouts of your web server can have a significant impact on your page speed. If you’re not using a content delivery network (CDN; more on this below), you’ll want to make sure that traffic from foreign countries isn’t encountering too much latency.

Think your hosting solution might be impacting your page speed? Run your site through a server speed test like this one from Bitcatcha, and use WebPageTest or Pingdom to see how your quickly your landing page loads in other countries. Depending on the results, you might decide it’s time to upgrade your hosting plan (or change web hosts altogether).

Building Pages in Unbounce? You don’t have to worry about this one—Unbounce’s global hosting solution boasts 99.95% uptime and ensures that your landing pages always have the necessary resources to load super fast.

Implement a CDN

Difficulty: Easy / Estimated Time: 30 Minutes

When your landing page gets a visitor, their web browser pings your server to get the content necessary to build out the page. Simple, right? Everyone downloads your website information from the same place, regardless of their location around the world. Well, that’s usually fine if the visitor is in or close to the country that your web server is located, but when they’re halfway around the globe, chances are they’re going to encounter some latency.

To avoid that, you should look into deploying a CDN, which caches your website across a network of data centers and proxy servers all over the planet. Say your own server is in the United States and someone from Lithuania is trying to visit your landing page. Instead of downloading your content from across the Atlantic, that visitor can pull a cached version from a server nearby.

Setting your website up with a CDN is pretty straightforward and—depending on your traffic—generally affordable. Here’s a list of some popular CDN providers from Mashable.

Building Pages in Unbounce? We’ve got five global data centers supporting the Unbounce CDN, which means your landing pages will load in a flash regardless of where they’re being accessed from.

Improve Your Landing Page Speed: Intermediate Fixes

These next speed fixes are a little trickier, but they should be manageable for marketers with a little technical know-how. Still, a mistake here could mean actual damage to your landing page.

Our recommendation? Do some research, make a backup, and—if you can—consult briefly with a developer on your team. It never hurts to have an experienced colleague to turn to if you get in over your head.

Building Pages in Unbounce? We talk a lot about WordPress through this next section. If you’re using our plugin to publish Unbounce landing pages to a WordPress domain, some of these recommended speed fixes can actually cause technical issues. Don’t hesitate to reach out to us for clarification if you’re ever unsure.

Minify HTML, CSS, and JS

Difficulty: Intermediate / Estimated Time: 15 Minutes

All those lines of HTML, CSS, and JS code that make up your landing page? They’re packed with spaces, line breaks, and other bits of formatting that make it more legible and easier for us to interpret, but each makes your load time just an eensy bit slower—and the web browsers your visitors are using to render your page don’t particularly need them.

With minification, the goal is to cut out all of that extra junk and condense your code so that browsers can read it faster. Here’s an example snippet of Javascript code from Wikipedia:

var array = []; for (var i = 0; i < 20; i++) { array[i] = i; }

After minifying, that code would look something like this:

for(var a=[i=0];++i<20;a[i]=i);

There are plenty of free online tools that will do this for your landing page, like Minify Code, as well as a bunch of WordPress plugins. Be sure to check out this post from Elegant Themes, which is an awesome resource that dives into the many options at your disposal.

Building Pages in Unbounce? Do we minify? We practically invented minifying. (Editor’s note: We did not.) Unbounce compresses all of your code automatically, making your landing page as slim as can be. No coding your pages from scratch and no minifying that code in the background? We’re making this too easy for you.

Enable Browser Caching

Difficulty: Intermediate / Estimated Time: 15 Minutes

The goal with any landing page should be getting prospects to convert the first time they visit, but the reality is that not everyone will. Sometimes, visitors will need some time to think about it: they’ll bounce, do more research, check out some competitors, then come back to your original offer. Browser caching ensures that when they return, your page will load even faster—and that’ll make them more likely to convert.

Not sure if you’ve already got caching enabled? Before you start, run a quick caching check using a tool like this one from GiftOfSpeed.

If your site is built on WordPress, enabling caching is as easy as adding a plugin.* (WordPress is almost too easy, huh?) Check out this list of caching plugins, most of which include quick instructions for getting set up.

*If you’re publishing Unbounce pages to a WordPress domain, these caching recommendations could create big problems. Check with us first.

For those not on WordPress, enabling browser caching on your own is pretty simple if you’re willing to get your hands dirty. For example, on Apache web servers, it comes down to inserting a little bit of code into the .htaccess file on your web host or server: <IfModule mod_expires.c> ExpiresActive On ExpiresByType image/jpg “access 1 year” ExpiresByType image/jpeg “access 1 year” ExpiresByType image/gif “access 1 year” ExpiresByType image/png “access 1 year” ExpiresByType text/css “access 1 month” ExpiresByType text/html “access 1 month” ExpiresByType application/pdf “access 1 month” ExpiresByType text/x-javascript “access 1 month” ExpiresByType application/x-shockwave-flash “access 1 month” ExpiresByType image/x-icon “access 1 year” ExpiresDefault “access 1 month” </IfModule>

This article from Varvy provides a great how-to, as does this one from WinningWP (which discusses enabling browser caching from a WordPress perspective but is applicable more broadly).

If all of this makes you nervous, there’s likely a simpler method for you to set up browser caching. Most web hosts will enable caching for you if you ask. Depending on your hosting solution, it might be as easy as making a phone call. (Although, now that I think about it, that might be more daunting for some of us.)

Building Pages in Unbounce? Seven-day browser caching is enabled on all Unbounce-built landing pages, so this is a speed fix you can comfortably skip. Maybe use this free time to treat yourself to some self-care? You’ve earned it.

Set Up GZIP Compression

Difficulty: Intermediate / Estimated Time: 15 Minutes

When a visitor reaches your landing page, their browser pings your web server to request the files that make up the page and the server transmits them back. Naturally, that process moves faster if the information being sent is compressed to be as small as possible. Here’s where GZIP compression comes in.

(You’ll want to check to see if GZIP compression is already enabled before you get started.)

As with browser caching, the difficulty of setting up GZIP compression is going to be determined by how your website was built. If you use WordPress, you’re in luck: many WordPress plugins will enable GZIP compression for you almost automatically. If you don’t use WordPress, well, we’re headed back into your server.

This article from GTmetrix provides a quick overview of the importance of GZIP compression and how to enable it. With Apache web servers, you’ll need to add this chunk of code to your .htaccess file. <IfModule mod_deflate.c> # Compress HTML, CSS, JavaScript, Text, XML and fonts AddOutputFilterByType DEFLATE application/javascript AddOutputFilterByType DEFLATE application/rss+xml AddOutputFilterByType DEFLATE application/vnd.ms-fontobject AddOutputFilterByType DEFLATE application/x-font AddOutputFilterByType DEFLATE application/x-font-opentype AddOutputFilterByType DEFLATE application/x-font-otf AddOutputFilterByType DEFLATE application/x-font-truetype AddOutputFilterByType DEFLATE application/x-font-ttf AddOutputFilterByType DEFLATE application/x-javascript AddOutputFilterByType DEFLATE application/xhtml+xml AddOutputFilterByType DEFLATE application/xml AddOutputFilterByType DEFLATE font/opentype AddOutputFilterByType DEFLATE font/otf AddOutputFilterByType DEFLATE font/ttf AddOutputFilterByType DEFLATE image/svg+xml AddOutputFilterByType DEFLATE image/x-icon AddOutputFilterByType DEFLATE text/css AddOutputFilterByType DEFLATE text/html AddOutputFilterByType DEFLATE text/javascript AddOutputFilterByType DEFLATE text/plain AddOutputFilterByType DEFLATE text/xml

# Remove browser bugs (only needed for really old browsers) BrowserMatch ^Mozilla/4 gzip-only-text/html BrowserMatch ^Mozilla/4\.0[678] no-gzip BrowserMatch \bMSIE !no-gzip !gzip-only-text/html Header append Vary User-Agent </IfModule>

And again, if this is beyond your comfort zone, your web host will probably help you set up GZIP compression if you ask nicely.

Building Pages in Unbounce? You don’t have to ask us nicely, because we’ve already done it. All Unbounce landing pages are automatically compressed during data transfer. (But be nice to us anyway, alright?)

Kill Needless Scripts and Plugins

Difficulty: Intermediate / Estimated Time: 30 Minutes

WordPress is wonderful in its simplicity. As we’ve seen throughout this article, page speed fixes that might require a front-end developer on a static website can often be achieved by simply installing a WordPress plugin. Want to enable browser caching? Boom, W3 Total Cache.* Need to minify your scripts? Pow, Autoptomize.* Developer, shmeveloper.

But because it’s so easy to add functionality through plugins, WordPress websites have a habit of collecting a lot of them—along with all the of the bits and bites of code that make them work. Those add up.

Take a look at the scripts and plugins you’ve added to your website and decide whether they’re essential to your visitor experience. If they’re not, junking them could help cut some extra seconds off of your load time. (And guess what? There’s a plugin for that.) You can also disable plugins one at a time, then retest your page speed to determine which ones are problematic.

*If you’re publishing Unbounce pages to a WordPress domain, these plugins in particular might start a fire.

Building Pages in Unbounce? This is more of WordPress fix, but it also applies to Unbounce customers that have inserted a bunch of custom scripts onto their landing pages. Learn how the Unbounce Script Manager helps you keep things tidy.

Convert Images to Sprites

Difficulty: Intermediate / Estimated Time: 30 Minutes

If your landing page includes a series of similar-sized images (say, for a client logo bar), you can shorten your load time by combining them into an image sprite, then use CSS to display specific chunks of that sprite at a time. This post from WebFX provides a great step-by-step guide for creating CSS sprites.

Joining smaller images into a larger file might seem counterintuitive, but again, the idea here is to reduce the number of HTTP requests on your page and ultimately make it faster. Each individual image requires its own call—combining images into a single CSS sprite means your page only needs to make one.

Building Pages in Unbounce? We don’t build CSS sprites for you, but you can certainly use them on your Unbounce-built landing pages. Check out our documentation on custom JS and CSS with Unbounce.

Improve Your Landing Page Speed: Hard Fixes

We’re into the scary stuff now.

These are fixes you should absolutely not attempt unless you know what you’re doing or you’ve consulted extensively with a front-end developer. (We even had one of the Unbounce devs fact-check this article, and we’ve never felt smaller.) Proceed with caution.

Remove Render-Blocking JS and CSS

Difficulty: Hard / Estimated Time: 45 Minutes

Those CSS and JS scripts that make your landing page beautiful and enable cool, dynamic functionality? They could be one of the major reasons that your page is loading so slowly. (Bad news for my flashing, neon visitor counter.)

When a web browser runs into CSS or JS in the head of your document, it’ll wait to download and process that content before continuing to render your page’s HTML. That might sound like a good thing from a user experience perspective—after all, we want people to see our landing page as it was intended—but it actually means that visitors can be left waiting on a blank screen while everything loads in the background.

To avoid this, we need to implement techniques for preventing render-blocking CSS and JS on our landing page. (Refer back to your Google PageSpeed Insights results to check if any scripts are slowing down your page load.)

Reduce render-blocking CSS

There are a couple of ways that we can neutralize render-blocking CSS. One option is to defer all CSS until after the HTML has loaded. That’ll certainly improve page speed, but it will also present non-styled content when the visitor first reaches our page. Not ideal.

The other, more preferable option is to defer most style rules until the HTML has been rendered, but inline the CSS necessary to correctly display content above the fold within the HTML. That way, visitors will see the properly-styled content as soon as they hit the page while the rest will load out of view. Pretty sneaky. This is a great tutorial using a real-life example from codeburst.io.

Another page speed opportunity for you here is combining your CSS files. By moving your style rules from several files to just one (or maybe two, tops), you can reduce the number of times that visitors need to ping your web server and improve your landing page load time. Here’s a good resource from GiftOfSpeed on combining and compressing you CSS scripts.

Eliminate render-blocking JS

Like CSS, JS scripts can prevent your landing page from rendering as quickly as you might like. We can avoid that by deploying the defer and async attributes. The former tells the browser to wait until your HTML is rendered before it begins pulling in JS scripts, while the latter asks that JS be downloaded simultaneously without interrupting the HTML download.

An important note is that not all JS scripts are equal: some are critical to the rendering of your page and need to be addressed right out of the gate, so they’ll have to stay at the top. Dareboost does a good job of explaining how to distinguish between critical and non-critical JS, as well as how to implement deferred and asynchronous loading.

Building Pages in Unbounce? Unbounce optimizes for most Google PageSpeed Insights recommendations, including the removal of render-blocking elements. That means you can skip this one.

Start Hand-Coding with AMP

Difficulty: Very Hard / Estimated Time: ∞ Hours

Alright, “∞ hours” is an overstatement, but implementing AMP is no small task. Developed by Google, the AMP project is an entirely new framework with which to build your web pages. The goal? Dramatically improve page speed, especially for mobile users.

AMP is made up of three core components: AMP HTML, AMP JS, and AMP Cache. That means you’ll need to learn new markup, as well as understand the framework well enough to get your landing pages validated and make sure they actually work.

We won’t get into the nitty-gritty of building with AMP here, but the AMP website has a bunch of resources (including tutorials) to help you get started.

Building Pages in Unbounce? No hand-coding AMP pages for you—Unbounce makes it easy to drag and drop together AMP experiences. Choose one of our AMP-optimized templates, load your content, get validated, and start publishing lightning-fast landing pages right away.

Improving your landing page speed can sound intimidating, but even small tweaks will make a big difference for your load times. Tackle the easy stuff first, then move onto more challenging fixes as you get comfortable. And above all, keep testing: seeing your improved speed results after each undertaking will give you the confidence and motivation to move forward.

Or, you know, just build with Unbounce. We automatically handle most of the speed fixes listed (or at least makes them super easy), which saves a ton of time. That means you can focus on what matters: getting more conversions and improving ROI.

Increase Your Landing Page Speed (By Stealing Our Homework) published first on http://nickpontemktg.blogspot.com/

[roypstickney]

Increase Your Landing Page Speed (By Stealing Our Homework)

If you’ve read Unbounce’s 2019 Page Speed Report (and you really should), then you already know why speed is so important this year. Slow-loading landing pages have always been an obstacle to higher conversions, and now Google is punishing poor mobile load times in its search rankings. To be successful in 2019, we—marketers—need to be thinking fast. But are we?

To find out, we polled almost 400 marketers on their attitudes around page speed and asked what (if anything) they were doing to get faster.

Just 56% of marketers are happy with their mobile load times, according to the 2019 Page Speed Report.

Almost three of every four respondents said they had taken steps to improve their page speeds over the last year, and that’s pretty good. Alarmingly, though, only half of marketers we surveyed are satisfied with their load times on mobile.

So most marketers are trying to get faster, but many aren’t where they want to be. Which begs the question: what are people doing to speed up their landing page load times?

Computer, enhance!

Only 39% of marketers have bothered to find out how fast their pages are actually loading. Not great.

Here, we start to see why marketers are somewhat pessimistic about their page speed progress. Just over half have optimized their landing page images—ostensibly one of the simplest ways to speed up your load times—and even fewer have done any of the real technical-sounding things they need to get faster. (I mean, fair, they sound pretty boring to us, too.)

Here’s a doozy, though: just one in three marketers have run a website speed test to find out whether their load times are impacting their conversions. That’s the easiest one!

And hey, we get it. Marketers are being asked to do more than ever before, often with fewer resources. If you’re a small team (or a single person, the smallest of the teams), you might feel you don’t have the time or expertise to meaningfully improve your page speed.

But I’ve gone and done the hard work for you—me, a film school graduate who, until recently, believed that his Apple computer was impervious to viruses. (Hoo boy, it is not.) I’ve spent hours talking to Unbounce developers, reading how-to guides, and generally just bombarding my brain with the most dull, technical page speed information I could get ahold of. (Apologies to said developers.) And if I can get my head around it, there’s no excuse for the rest of you.

Below, I’ve simplified some of the most effective ways to increase your landing page loading times in a guide. For each fix, I’ve indicated the technical difficulty and the estimated time it’ll take, so you know exactly what you’re getting yourself in to. Use the table of contents below to jump to what’s relevant to you, or go ahead and do it all in order.

Jump to a Landing Page Speed Fix

How to Check Your Landing Page Speed

Run a Google Speed Test (5 Minutes)

Try the Unbounce Landing Page Analyzer (5 Minutes)

Improve Your Landing Page Speed: Easy Fixes

Reduce Your Page Content (15 Minutes)

Optimize Your Images (30 Minutes)

Host Your Videos Elsewhere (30 Minutes)

Audit Your Hosting Solution (30 Minutes)

Implement a CDN (30 Minutes)

Improve Your Landing Page Speed: Intermediate Fixes

Minify HTML, JS, and CSS (15 Minutes)

Enable Browser Caching (15 Minutes)

Set Up GZIP Compression (15 Minutes)

Kill Needless Scripts and Plugins (30 Minutes)

Convert Images to Sprites (30 Minutes)

Improve Your Landing Page Speed: Hard Fixes

Remove Render-Blocking JS and CSS (45 Minutes)

Start Hand-Coding with AMP

Final note: If you’ve built your page with Unbounce, you can skip a lot of this stuff—we make many speed fixes on the back-end automatically. In this post, look for the ‘Building Pages in Unbounce?‘ callout boxes to see if a given fix is something you need to implement.

Look for these callout boxes throughout this post to get Unbounce-specific tips and learn how we automatically optimize your landing pages to make them load super fast.

How to Check Your Landing Page Speed

First things first.

Before you throw on your hard hat and start hitting things with a hammer (both figuratively and literally), it’s important to have some idea of what’s working—and what’s not—on your landing page. That means running a speed audit.

It’s important to point out that, regardless of which speed test you use, you don’t want to get too hung up on your score. Achieving a perfect score is not always technically possible (and it might not even be desirable). Instead, use your results as a general guideline to improve page speed and implement the fixes that make sense for you.

Okay—let’s test them pages.

Run a Google Speed Test

Difficulty: Easy / Estimated Time: 5 Minutes

There are a bunch of great tools for testing your page speed, but why not start with the big dog itself? Google’s PageSpeed Insights is an awesome way to do a quick performance check-up with at-a-glance recommendations. (Ryan Engley, Unbounce’s VP of Product Marketing, explains how to interpret and act on your PageSpeed Insights results in this must-read blog post.) Then there’s Lighthouse, a newer tool from Google that provides a comprehensive analysis of your how your page presents to end users.

You’ll also want to run your page through Google’s Test My Site tool, which will check your speed from a mobile perspective.

Clicking on individual results in PageSpeed Insights will reveal your problematic page elements.

Running a Google speed test should only take a couple of minutes, and the results will help you identify some of the top opportunities to boost your landing page load times.

Try the Unbounce Landing Page Analyzer

Difficulty: Easy / Estimated Time: 5 Minutes

Running a speed test with Google should be your top priority, but PageSpeed Insights doesn’t give results tailored to landing pages. For that, you’ll want to run your page through the Unbounce Landing Page Analyzer, which not only provides feedback on page performance but includes a bunch of advice on creating more effective campaigns and kicking your conversions into overdrive.

Unbounce’s Landing Page Analyzer provides feedback on page speed, but also actionable advice on things like SEO, message match, and mobile-friendliness.

Building Pages in Unbounce? Then you’ll definitely want to give our Landing Page Analyzer a shot. Get best-practice recommendations for conversion optimization and see how your landing pages stack up against others in your industry.

Improve Your Landing Page Speed: Easy Fixes

With your results from both Google and Unbounce, you’ll be well-equipped to move onto the actual work of making your page perform better. It’s time to pick up that hammer.

These fixes should be simple enough for anyone to tackle, regardless of their technical expertise.

Reduce Your Page Content

Difficulty: Easy / Estimated Time: 15 Minutes

We’ve marked this as an easy opportunity to increase your page speed, but it probably won’t feel like that when you start thinking about which elements on your page you can junk. Marketers love big hero shots, beautiful supporting imagery, and fun, animated explainer videos. But how much of that content is actually helping you drive conversions?

Visual content accounts for a huge portion of the size of an average web page—images account for over 20% of web page weight, as pointed out by Kinsta—and each element creates an HTTP request. That’s when your visitor’s browser pings your web server to request the files that make up the elements of your page. Too many calls can be a serious drag on your load time, so one of the simplest ways to improve your page speed is cutting down the number of elements you include.

Look at each piece of content on your page critically, then ask yourself: “Does this spark joy?” “Does this increase conversions?” If you don’t think there are pieces you can toss, try running an A/B test with a slimmed-down version of the page. The results might surprise you.

Bottom line: stick to the fundamentals of good landing page design and try to keep the number of elements (and thus HTTP requests) to a minimum.

Building Pages in Unbounce? We recommend that you keep things pretty lean, but we’d never remove content from your landing page. (Must resist… desire… to do best practices…) This is one optimization that you’ll have to tackle on your own.

Optimize Your Images

Difficulty: Easy / Estimated Time: 30 Minutes

Once you’ve trimmed some elements from your page, you’ll want to optimize the content that made the cut. Poor image optimization is the most common reason for slow page loads, especially for mobile visitors. Fortunately, it’s also one of the easiest issues to fix.

These are some quick tips for shrinking your images and improving your page speed. The goal here should be getting images at least under 800kb, but the smaller we can make them, the better.

Resize your images

It’s easy to chuck a larger image onto your page and rely on your content management system (CMS) to compress it to the appropriate size, but it’ll still be loading at least some of those extra pixels on the back end, and your visitors are going to feel it in the load. When you add an image, make sure it’s the same dimensions that your page will be rendering it.*

*This doesn’t necessarily apply to Unbounce’s retina image support—read up on that here.

Choose the right file type

Most people don’t think too much about the format of the image they’re uploading, but it can have a dramatic effect on page performance. The file types you’re probably most familiar with are JPEG and PNG—and, yes, there are differences.

JPEG is a ‘lossy’ format, which means it’ll lose some data during compression. That typically gives you a smaller file, but it can come at the expense of visual fidelity. Generally, images with significant color variation (say, photographs) perform better as JPEGs, and any dip in quality can usually go undetected.

PNG is ‘lossless,’ so the image’s appearance won’t change when resized, but it tends to make for larger files if there’s significant color variation. PNG is ideal for simple images with defined shapes, like those with text. Saving PNGs in 8-bit (rather than 24-bit, which has a broader color palette) can help shave off some extra bites.

Here are some optimization tips for JPEG and PNG (and GIF, that villain) from Google itself.

Use compression tools

Before your weigh-in, it’s good to run images through a final round of compression. There are plenty of image compression tools on WordPress, as well as some free, standalone ones like TinyPNG. These shrinky gizmos offer a simple way to cut down your image sizes without braving the cursed labyrinth that is Adobe’s export settings. (Hey, I’m a words guy.)

Your takeaways here are:

Ensure your image dimensions match how they’ll actually be displayed

Use JPEG when a slight dip in visual fidelity isn’t the end of the world (like photography), but PNG when it is (images with text and sharp lines)

Compress images to keep the file size as tiny as possible

If you want to take a deeper dive into image optimization, we recommend that you check out this post from Search Engine Land, which goes into detail on making images smaller while keeping them beautiful.

Building Pages in Unbounce? We’ve got you covered. Unbounce’s Auto Image Optimizer shrinks your images as soon as they’re uploaded so you can focus on making the best landing page possible.

Host Your Videos Elsewhere

Difficulty: Easy / Estimated Time: 30 Minutes

Why carry something yourself when you can make someone else carry it for you? That’s my motto for landing pages and life, and it’s why I’m no longer welcome on Unbounce’s company hiking trips.

Hosting videos on your own domain can be great for SEO purposes, but that’s not usually our goal with landing pages. We want everything to load in a flash and give our visitors the best chance to convert. Depending on your hosting solution, though, your videos might be slowing down your page speed, suffering from playback issues, and taking up an uncomfortable amount of server space.

Done properly, transferring videos to a third-party platform can shed some extra load time and help your pages render faster. Consider moving video content to Wistia, YouTube, or Vimeo, then using a light embed technique so that your videos only load heavier playback elements when your visitors actually click on them.

Building Pages in Unbounce? As a disclaimer: Using light embed codes with Unbounce (or any custom code, for that matter) will require some technical knowledge to implement and could, in rare cases, cause issues. Check out this Unbounce community post for more information.

Audit Your Hosting Solution

Difficulty: Easy / Estimated Time: 30 Minutes

Loading speed isn’t just determined by what’s on your landing page. Your web host also has a major influence in how quickly your page rolls out to potential customers.

There are three common models for web hosting:

Shared hosting Generally the most affordable solution, shared hosting is when your website is hosted alongside other sites on a single web server. Everyone draws from common resources (like storage space and processing power), which means—you guessed it—you need to share.

Virtual private server (VPS) hosting This is essentially a mix of both shared and dedicated hosting. With VPS, your website still shares server space with others, but you’ll have dedicated resources that no one else can dip into. The result is more power and flexibility, but it tends to come with a higher price tag.

Dedicated hosting For those who’ve had a traumatic roommate experience (who hasn’t?), dedicated hosting means your website has the server all to itself. More resources, no sharing. That’s great if you’re heavy on digital content and get a ton of traffic, but dedicated hosting is also the most expensive option and requires the technical know-how to set up and maintain your server.

Low-volume websites can generally get by with the cost-effective shared solution, but once your traffic starts to rise, you might not be getting enough juice from your web host to deliver content quickly—and that’s when load times start to suffer. (Give this post from Search Engine Journal a read for a more comprehensive explanation.)

It’s also important to note that the whereabouts of your web server can have a significant impact on your page speed. If you’re not using a content delivery network (CDN; more on this below), you’ll want to make sure that traffic from foreign countries isn’t encountering too much latency.

Think your hosting solution might be impacting your page speed? Run your site through a server speed test like this one from Bitcatcha, and use WebPageTest or Pingdom to see how your quickly your landing page loads in other countries. Depending on the results, you might decide it’s time to upgrade your hosting plan (or change web hosts altogether).

Building Pages in Unbounce? You don’t have to worry about this one—Unbounce’s global hosting solution boasts 99.95% uptime and ensures that your landing pages always have the necessary resources to load super fast.

Implement a CDN

Difficulty: Easy / Estimated Time: 30 Minutes

When your landing page gets a visitor, their web browser pings your server to get the content necessary to build out the page. Simple, right? Everyone downloads your website information from the same place, regardless of their location around the world. Well, that’s usually fine if the visitor is in or close to the country that your web server is located, but when they’re halfway around the globe, chances are they’re going to encounter some latency.

To avoid that, you should look into deploying a CDN, which caches your website across a network of data centers and proxy servers all over the planet. Say your own server is in the United States and someone from Lithuania is trying to visit your landing page. Instead of downloading your content from across the Atlantic, that visitor can pull a cached version from a server nearby.

Setting your website up with a CDN is pretty straightforward and—depending on your traffic—generally affordable. Here’s a list of some popular CDN providers from Mashable.

Building Pages in Unbounce? We’ve got five global data centers supporting the Unbounce CDN, which means your landing pages will load in a flash regardless of where they’re being accessed from.

Improve Your Landing Page Speed: Intermediate Fixes

These next speed fixes are a little trickier, but they should be manageable for marketers with a little technical know-how. Still, a mistake here could mean actual damage to your landing page.

Our recommendation? Do some research, make a backup, and—if you can—consult briefly with a developer on your team. It never hurts to have an experienced colleague to turn to if you get in over your head.

Building Pages in Unbounce? We talk a lot about WordPress through this next section. If you’re using our plugin to publish Unbounce landing pages to a WordPress domain, some of these recommended speed fixes can actually cause technical issues. Don’t hesitate to reach out to us for clarification if you’re ever unsure.

Minify HTML, CSS, and JS

Difficulty: Intermediate / Estimated Time: 15 Minutes

All those lines of HTML, CSS, and JS code that make up your landing page? They’re packed with spaces, line breaks, and other bits of formatting that make it more legible and easier for us to interpret, but each makes your load time just an eensy bit slower—and the web browsers your visitors are using to render your page don’t particularly need them.

With minification, the goal is to cut out all of that extra junk and condense your code so that browsers can read it faster. Here’s an example snippet of Javascript code from Wikipedia:

var array = []; for (var i = 0; i < 20; i++) { array[i] = i; }

After minifying, that code would look something like this:

for(var a=[i=0];++i<20;a[i]=i);

There are plenty of free online tools that will do this for your landing page, like Minify Code, as well as a bunch of WordPress plugins. Be sure to check out this post from Elegant Themes, which is an awesome resource that dives into the many options at your disposal.

Building Pages in Unbounce? Do we minify? We practically invented minifying. (Editor’s note: We did not.) Unbounce compresses all of your code automatically, making your landing page as slim as can be. No coding your pages from scratch and no minifying that code in the background? We’re making this too easy for you.

Enable Browser Caching

Difficulty: Intermediate / Estimated Time: 15 Minutes

The goal with any landing page should be getting prospects to convert the first time they visit, but the reality is that not everyone will. Sometimes, visitors will need some time to think about it: they’ll bounce, do more research, check out some competitors, then come back to your original offer. Browser caching ensures that when they return, your page will load even faster—and that’ll make them more likely to convert.

Not sure if you’ve already got caching enabled? Before you start, run a quick caching check using a tool like this one from GiftOfSpeed.

If your site is built on WordPress, enabling caching is as easy as adding a plugin.* (WordPress is almost too easy, huh?) Check out this list of caching plugins, most of which include quick instructions for getting set up.

*If you’re publishing Unbounce pages to a WordPress domain, these caching recommendations could create big problems. Check with us first.

For those not on WordPress, enabling browser caching on your own is pretty simple if you’re willing to get your hands dirty. For example, on Apache web servers, it comes down to inserting a little bit of code into the .htaccess file on your web host or server: <IfModule mod_expires.c> ExpiresActive On ExpiresByType image/jpg “access 1 year” ExpiresByType image/jpeg “access 1 year” ExpiresByType image/gif “access 1 year” ExpiresByType image/png “access 1 year” ExpiresByType text/css “access 1 month” ExpiresByType text/html “access 1 month” ExpiresByType application/pdf “access 1 month” ExpiresByType text/x-javascript “access 1 month” ExpiresByType application/x-shockwave-flash “access 1 month” ExpiresByType image/x-icon “access 1 year” ExpiresDefault “access 1 month” </IfModule>

This article from Varvy provides a great how-to, as does this one from WinningWP (which discusses enabling browser caching from a WordPress perspective but is applicable more broadly).

If all of this makes you nervous, there’s likely a simpler method for you to set up browser caching. Most web hosts will enable caching for you if you ask. Depending on your hosting solution, it might be as easy as making a phone call. (Although, now that I think about it, that might be more daunting for some of us.)

Building Pages in Unbounce? Seven-day browser caching is enabled on all Unbounce-built landing pages, so this is a speed fix you can comfortably skip. Maybe use this free time to treat yourself to some self-care? You’ve earned it.

Set Up GZIP Compression

Difficulty: Intermediate / Estimated Time: 15 Minutes

When a visitor reaches your landing page, their browser pings your web server to request the files that make up the page and the server transmits them back. Naturally, that process moves faster if the information being sent is compressed to be as small as possible. Here’s where GZIP compression comes in.

(You’ll want to check to see if GZIP compression is already enabled before you get started.)

As with browser caching, the difficulty of setting up GZIP compression is going to be determined by how your website was built. If you use WordPress, you’re in luck: many WordPress plugins will enable GZIP compression for you almost automatically. If you don’t use WordPress, well, we’re headed back into your server.

This article from GTmetrix provides a quick overview of the importance of GZIP compression and how to enable it. With Apache web servers, you’ll need to add this chunk of code to your .htaccess file. <IfModule mod_deflate.c> # Compress HTML, CSS, JavaScript, Text, XML and fonts AddOutputFilterByType DEFLATE application/javascript AddOutputFilterByType DEFLATE application/rss+xml AddOutputFilterByType DEFLATE application/vnd.ms-fontobject AddOutputFilterByType DEFLATE application/x-font AddOutputFilterByType DEFLATE application/x-font-opentype AddOutputFilterByType DEFLATE application/x-font-otf AddOutputFilterByType DEFLATE application/x-font-truetype AddOutputFilterByType DEFLATE application/x-font-ttf AddOutputFilterByType DEFLATE application/x-javascript AddOutputFilterByType DEFLATE application/xhtml+xml AddOutputFilterByType DEFLATE application/xml AddOutputFilterByType DEFLATE font/opentype AddOutputFilterByType DEFLATE font/otf AddOutputFilterByType DEFLATE font/ttf AddOutputFilterByType DEFLATE image/svg+xml AddOutputFilterByType DEFLATE image/x-icon AddOutputFilterByType DEFLATE text/css AddOutputFilterByType DEFLATE text/html AddOutputFilterByType DEFLATE text/javascript AddOutputFilterByType DEFLATE text/plain AddOutputFilterByType DEFLATE text/xml

# Remove browser bugs (only needed for really old browsers) BrowserMatch ^Mozilla/4 gzip-only-text/html BrowserMatch ^Mozilla/4\.0[678] no-gzip BrowserMatch \bMSIE !no-gzip !gzip-only-text/html Header append Vary User-Agent </IfModule>

And again, if this is beyond your comfort zone, your web host will probably help you set up GZIP compression if you ask nicely.

Building Pages in Unbounce? You don’t have to ask us nicely, because we’ve already done it. All Unbounce landing pages are automatically compressed during data transfer. (But be nice to us anyway, alright?)

Kill Needless Scripts and Plugins

Difficulty: Intermediate / Estimated Time: 30 Minutes

WordPress is wonderful in its simplicity. As we’ve seen throughout this article, page speed fixes that might require a front-end developer on a static website can often be achieved by simply installing a WordPress plugin. Want to enable browser caching? Boom, W3 Total Cache.* Need to minify your scripts? Pow, Autoptomize.* Developer, shmeveloper.

But because it’s so easy to add functionality through plugins, WordPress websites have a habit of collecting a lot of them—along with all the of the bits and bites of code that make them work. Those add up.

Take a look at the scripts and plugins you’ve added to your website and decide whether they’re essential to your visitor experience. If they’re not, junking them could help cut some extra seconds off of your load time. (And guess what? There’s a plugin for that.) You can also disable plugins one at a time, then retest your page speed to determine which ones are problematic.

*If you’re publishing Unbounce pages to a WordPress domain, these plugins in particular might start a fire.

Building Pages in Unbounce? This is more of WordPress fix, but it also applies to Unbounce customers that have inserted a bunch of custom scripts onto their landing pages. Learn how the Unbounce Script Manager helps you keep things tidy.

Convert Images to Sprites

Difficulty: Intermediate / Estimated Time: 30 Minutes

If your landing page includes a series of similar-sized images (say, for a client logo bar), you can shorten your load time by combining them into an image sprite, then use CSS to display specific chunks of that sprite at a time. This post from WebFX provides a great step-by-step guide for creating CSS sprites.

Joining smaller images into a larger file might seem counterintuitive, but again, the idea here is to reduce the number of HTTP requests on your page and ultimately make it faster. Each individual image requires its own call—combining images into a single CSS sprite means your page only needs to make one.

Building Pages in Unbounce? We don’t build CSS sprites for you, but you can certainly use them on your Unbounce-built landing pages. Check out our documentation on custom JS and CSS with Unbounce.

Improve Your Landing Page Speed: Hard Fixes

We’re into the scary stuff now.

These are fixes you should absolutely not attempt unless you know what you’re doing or you’ve consulted extensively with a front-end developer. (We even had one of the Unbounce devs fact-check this article, and we’ve never felt smaller.) Proceed with caution.

Remove Render-Blocking JS and CSS

Difficulty: Hard / Estimated Time: 45 Minutes

Those CSS and JS scripts that make your landing page beautiful and enable cool, dynamic functionality? They could be one of the major reasons that your page is loading so slowly. (Bad news for my flashing, neon visitor counter.)

When a web browser runs into CSS or JS in the head of your document, it’ll wait to download and process that content before continuing to render your page’s HTML. That might sound like a good thing from a user experience perspective—after all, we want people to see our landing page as it was intended—but it actually means that visitors can be left waiting on a blank screen while everything loads in the background.

To avoid this, we need to implement techniques for preventing render-blocking CSS and JS on our landing page. (Refer back to your Google PageSpeed Insights results to check if any scripts are slowing down your page load.)

Reduce render-blocking CSS

There are a couple of ways that we can neutralize render-blocking CSS. One option is to defer all CSS until after the HTML has loaded. That’ll certainly improve page speed, but it will also present non-styled content when the visitor first reaches our page. Not ideal.

The other, more preferable option is to defer most style rules until the HTML has been rendered, but inline the CSS necessary to correctly display content above the fold within the HTML. That way, visitors will see the properly-styled content as soon as they hit the page while the rest will load out of view. Pretty sneaky. This is a great tutorial using a real-life example from codeburst.io.

Another page speed opportunity for you here is combining your CSS files. By moving your style rules from several files to just one (or maybe two, tops), you can reduce the number of times that visitors need to ping your web server and improve your landing page load time. Here’s a good resource from GiftOfSpeed on combining and compressing you CSS scripts.

Eliminate render-blocking JS

Like CSS, JS scripts can prevent your landing page from rendering as quickly as you might like. We can avoid that by deploying the defer and async attributes. The former tells the browser to wait until your HTML is rendered before it begins pulling in JS scripts, while the latter asks that JS be downloaded simultaneously without interrupting the HTML download.

An important note is that not all JS scripts are equal: some are critical to the rendering of your page and need to be addressed right out of the gate, so they’ll have to stay at the top. Dareboost does a good job of explaining how to distinguish between critical and non-critical JS, as well as how to implement deferred and asynchronous loading.

Building Pages in Unbounce? Unbounce optimizes for most Google PageSpeed Insights recommendations, including the removal of render-blocking elements. That means you can skip this one.

Start Hand-Coding with AMP

Difficulty: Very Hard / Estimated Time: ∞ Hours

Alright, “∞ hours” is an overstatement, but implementing AMP is no small task. Developed by Google, the AMP project is an entirely new framework with which to build your web pages. The goal? Dramatically improve page speed, especially for mobile users.

AMP is made up of three core components: AMP HTML, AMP JS, and AMP Cache. That means you’ll need to learn new markup, as well as understand the framework well enough to get your landing pages validated and make sure they actually work.

We won’t get into the nitty-gritty of building with AMP here, but the AMP website has a bunch of resources (including tutorials) to help you get started.

Building Pages in Unbounce? No hand-coding AMP pages for you—Unbounce makes it easy to drag and drop together AMP experiences. Choose one of our AMP-optimized templates, load your content, get validated, and start publishing lightning-fast landing pages right away.

Improving your landing page speed can sound intimidating, but even small tweaks will make a big difference for your load times. Tackle the easy stuff first, then move onto more challenging fixes as you get comfortable. And above all, keep testing: seeing your improved speed results after each undertaking will give you the confidence and motivation to move forward.

Or, you know, just build with Unbounce. We automatically handle most of the speed fixes listed (or at least makes them super easy), which saves a ton of time. That means you can focus on what matters: getting more conversions and improving ROI.

[littlemarketingproject]

Increase Your Landing Page Speed (By Stealing Our Homework)

If you’ve read Unbounce’s 2019 Page Speed Report (and you really should), then you already know why speed is so important this year. Slow-loading landing pages have always been an obstacle to higher conversions, and now Google is punishing poor mobile load times in its search rankings. To be successful in 2019, we—marketers—need to be thinking fast. But are we?

To find out, we polled almost 400 marketers on their attitudes around page speed and asked what (if anything) they were doing to get faster.

Just 56% of marketers are happy with their mobile load times, according to the 2019 Page Speed Report.

Almost three of every four respondents said they had taken steps to improve their page speeds over the last year, and that’s pretty good. Alarmingly, though, only half of marketers we surveyed are satisfied with their load times on mobile.

So most marketers are trying to get faster, but many aren’t where they want to be. Which begs the question: what are people doing to speed up their landing page load times?

Computer, enhance!

Only 39% of marketers have bothered to find out how fast their pages are actually loading. Not great.

Here, we start to see why marketers are somewhat pessimistic about their page speed progress. Just over half have optimized their landing page images—ostensibly one of the simplest ways to speed up your load times—and even fewer have done any of the real technical-sounding things they need to get faster. (I mean, fair, they sound pretty boring to us, too.)

Here’s a doozy, though: just one in three marketers have run a website speed test to find out whether their load times are impacting their conversions. That’s the easiest one!

And hey, we get it. Marketers are being asked to do more than ever before, often with fewer resources. If you’re a small team (or a single person, the smallest of the teams), you might feel you don’t have the time or expertise to meaningfully improve your page speed.

But I’ve gone and done the hard work for you—me, a film school graduate who, until recently, believed that his Apple computer was impervious to viruses. (Hoo boy, it is not.) I’ve spent hours talking to Unbounce developers, reading how-to guides, and generally just bombarding my brain with the most dull, technical page speed information I could get ahold of. (Apologies to said developers.) And if I can get my head around it, there’s no excuse for the rest of you.

Below, I’ve simplified some of the most effective ways to increase your landing page loading times in a guide. For each fix, I’ve indicated the technical difficulty and the estimated time it’ll take, so you know exactly what you’re getting yourself in to. Use the table of contents below to jump to what’s relevant to you, or go ahead and do it all in order.

Jump to a Landing Page Speed Fix

How to Check Your Landing Page Speed

Run a Google Speed Test (5 Minutes)

Try the Unbounce Landing Page Analyzer (5 Minutes)

Improve Your Landing Page Speed: Easy Fixes

Reduce Your Page Content (15 Minutes)

Optimize Your Images (30 Minutes)

Host Your Videos Elsewhere (30 Minutes)

Audit Your Hosting Solution (30 Minutes)

Implement a CDN (30 Minutes)

Improve Your Landing Page Speed: Intermediate Fixes

Minify HTML, JS, and CSS (15 Minutes)

Enable Browser Caching (15 Minutes)

Set Up GZIP Compression (15 Minutes)

Kill Needless Scripts and Plugins (30 Minutes)

Convert Images to Sprites (30 Minutes)

Improve Your Landing Page Speed: Hard Fixes

Remove Render-Blocking JS and CSS (45 Minutes)

Start Hand-Coding with AMP

Final note: If you’ve built your page with Unbounce, you can skip a lot of this stuff—we make many speed fixes on the back-end automatically. In this post, look for the ‘Building Pages in Unbounce?‘ callout boxes to see if a given fix is something you need to implement.

Look for these callout boxes throughout this post to get Unbounce-specific tips and learn how we automatically optimize your landing pages to make them load super fast.

How to Check Your Landing Page Speed

First things first.

Before you throw on your hard hat and start hitting things with a hammer (both figuratively and literally), it’s important to have some idea of what’s working—and what’s not—on your landing page. That means running a speed audit.

It’s important to point out that, regardless of which speed test you use, you don’t want to get too hung up on your score. Achieving a perfect score is not always technically possible (and it might not even be desirable). Instead, use your results as a general guideline to improve page speed and implement the fixes that make sense for you.

Okay—let’s test them pages.

Run a Google Speed Test

Difficulty: Easy / Estimated Time: 5 Minutes

There are a bunch of great tools for testing your page speed, but why not start with the big dog itself? Google’s PageSpeed Insights is an awesome way to do a quick performance check-up with at-a-glance recommendations. (Ryan Engley, Unbounce’s VP of Product Marketing, explains how to interpret and act on your PageSpeed Insights results in this must-read blog post.) Then there’s Lighthouse, a newer tool from Google that provides a comprehensive analysis of your how your page presents to end users.

You’ll also want to run your page through Google’s Test My Site tool, which will check your speed from a mobile perspective.

Clicking on individual results in PageSpeed Insights will reveal your problematic page elements.

Running a Google speed test should only take a couple of minutes, and the results will help you identify some of the top opportunities to boost your landing page load times.

Try the Unbounce Landing Page Analyzer

Difficulty: Easy / Estimated Time: 5 Minutes

Running a speed test with Google should be your top priority, but PageSpeed Insights doesn’t give results tailored to landing pages. For that, you’ll want to run your page through the Unbounce Landing Page Analyzer, which not only provides feedback on page performance but includes a bunch of advice on creating more effective campaigns and kicking your conversions into overdrive.

Unbounce’s Landing Page Analyzer provides feedback on page speed, but also actionable advice on things like SEO, message match, and mobile-friendliness.

Building Pages in Unbounce? Then you’ll definitely want to give our Landing Page Analyzer a shot. Get best-practice recommendations for conversion optimization and see how your landing pages stack up against others in your industry.

Improve Your Landing Page Speed: Easy Fixes

With your results from both Google and Unbounce, you’ll be well-equipped to move onto the actual work of making your page perform better. It’s time to pick up that hammer.

These fixes should be simple enough for anyone to tackle, regardless of their technical expertise.

Reduce Your Page Content

Difficulty: Easy / Estimated Time: 15 Minutes

We’ve marked this as an easy opportunity to increase your page speed, but it probably won’t feel like that when you start thinking about which elements on your page you can junk. Marketers love big hero shots, beautiful supporting imagery, and fun, animated explainer videos. But how much of that content is actually helping you drive conversions?

Visual content accounts for a huge portion of the size of an average web page—images account for over 20% of web page weight, as pointed out by Kinsta—and each element creates an HTTP request. That’s when your visitor’s browser pings your web server to request the files that make up the elements of your page. Too many calls can be a serious drag on your load time, so one of the simplest ways to improve your page speed is cutting down the number of elements you include.

Look at each piece of content on your page critically, then ask yourself: “Does this spark joy?” “Does this increase conversions?” If you don’t think there are pieces you can toss, try running an A/B test with a slimmed-down version of the page. The results might surprise you.

Bottom line: stick to the fundamentals of good landing page design and try to keep the number of elements (and thus HTTP requests) to a minimum.

Building Pages in Unbounce? We recommend that you keep things pretty lean, but we’d never remove content from your landing page. (Must resist… desire… to do best practices…) This is one optimization that you’ll have to tackle on your own.

Optimize Your Images

Difficulty: Easy / Estimated Time: 30 Minutes

Once you’ve trimmed some elements from your page, you’ll want to optimize the content that made the cut. Poor image optimization is the most common reason for slow page loads, especially for mobile visitors. Fortunately, it’s also one of the easiest issues to fix.

These are some quick tips for shrinking your images and improving your page speed. The goal here should be getting images at least under 800kb, but the smaller we can make them, the better.

Resize your images

It’s easy to chuck a larger image onto your page and rely on your content management system (CMS) to compress it to the appropriate size, but it’ll still be loading at least some of those extra pixels on the back end, and your visitors are going to feel it in the load. When you add an image, make sure it’s the same dimensions that your page will be rendering it.*

*This doesn’t necessarily apply to Unbounce’s retina image support—read up on that here.

Choose the right file type

Most people don’t think too much about the format of the image they’re uploading, but it can have a dramatic effect on page performance. The file types you’re probably most familiar with are JPEG and PNG—and, yes, there are differences.

JPEG is a ‘lossy’ format, which means it’ll lose some data during compression. That typically gives you a smaller file, but it can come at the expense of visual fidelity. Generally, images with significant color variation (say, photographs) perform better as JPEGs, and any dip in quality can usually go undetected.

PNG is ‘lossless,’ so the image’s appearance won’t change when resized, but it tends to make for larger files if there’s significant color variation. PNG is ideal for simple images with defined shapes, like those with text. Saving PNGs in 8-bit (rather than 24-bit, which has a broader color palette) can help shave off some extra bites.

Here are some optimization tips for JPEG and PNG (and GIF, that villain) from Google itself.

Use compression tools

Before your weigh-in, it’s good to run images through a final round of compression. There are plenty of image compression tools on WordPress, as well as some free, standalone ones like TinyPNG. These shrinky gizmos offer a simple way to cut down your image sizes without braving the cursed labyrinth that is Adobe’s export settings. (Hey, I’m a words guy.)

Your takeaways here are:

Ensure your image dimensions match how they’ll actually be displayed

Use JPEG when a slight dip in visual fidelity isn’t the end of the world (like photography), but PNG when it is (images with text and sharp lines)

Compress images to keep the file size as tiny as possible

If you want to take a deeper dive into image optimization, we recommend that you check out this post from Search Engine Land, which goes into detail on making images smaller while keeping them beautiful.

Building Pages in Unbounce? We’ve got you covered. Unbounce’s Auto Image Optimizer shrinks your images as soon as they’re uploaded so you can focus on making the best landing page possible.

Host Your Videos Elsewhere

Difficulty: Easy / Estimated Time: 30 Minutes

Why carry something yourself when you can make someone else carry it for you? That’s my motto for landing pages and life, and it’s why I’m no longer welcome on Unbounce’s company hiking trips.

Hosting videos on your own domain can be great for SEO purposes, but that’s not usually our goal with landing pages. We want everything to load in a flash and give our visitors the best chance to convert. Depending on your hosting solution, though, your videos might be slowing down your page speed, suffering from playback issues, and taking up an uncomfortable amount of server space.

Done properly, transferring videos to a third-party platform can shed some extra load time and help your pages render faster. Consider moving video content to Wistia, YouTube, or Vimeo, then using a light embed technique so that your videos only load heavier playback elements when your visitors actually click on them.

Building Pages in Unbounce? As a disclaimer: Using light embed codes with Unbounce (or any custom code, for that matter) will require some technical knowledge to implement and could, in rare cases, cause issues. Check out this Unbounce community post for more information.

Audit Your Hosting Solution

Difficulty: Easy / Estimated Time: 30 Minutes

Loading speed isn’t just determined by what’s on your landing page. Your web host also has a major influence in how quickly your page rolls out to potential customers.

There are three common models for web hosting:

Shared hosting Generally the most affordable solution, shared hosting is when your website is hosted alongside other sites on a single web server. Everyone draws from common resources (like storage space and processing power), which means—you guessed it—you need to share.

Virtual private server (VPS) hosting This is essentially a mix of both shared and dedicated hosting. With VPS, your website still shares server space with others, but you’ll have dedicated resources that no one else can dip into. The result is more power and flexibility, but it tends to come with a higher price tag.

Dedicated hosting For those who’ve had a traumatic roommate experience (who hasn’t?), dedicated hosting means your website has the server all to itself. More resources, no sharing. That’s great if you’re heavy on digital content and get a ton of traffic, but dedicated hosting is also the most expensive option and requires the technical know-how to set up and maintain your server.

Low-volume websites can generally get by with the cost-effective shared solution, but once your traffic starts to rise, you might not be getting enough juice from your web host to deliver content quickly—and that’s when load times start to suffer. (Give this post from Search Engine Journal a read for a more comprehensive explanation.)

It’s also important to note that the whereabouts of your web server can have a significant impact on your page speed. If you’re not using a content delivery network (CDN; more on this below), you’ll want to make sure that traffic from foreign countries isn’t encountering too much latency.

Think your hosting solution might be impacting your page speed? Run your site through a server speed test like this one from Bitcatcha, and use WebPageTest or Pingdom to see how your quickly your landing page loads in other countries. Depending on the results, you might decide it’s time to upgrade your hosting plan (or change web hosts altogether).

Building Pages in Unbounce? You don’t have to worry about this one—Unbounce’s global hosting solution boasts 99.95% uptime and ensures that your landing pages always have the necessary resources to load super fast.

Implement a CDN

Difficulty: Easy / Estimated Time: 30 Minutes

When your landing page gets a visitor, their web browser pings your server to get the content necessary to build out the page. Simple, right? Everyone downloads your website information from the same place, regardless of their location around the world. Well, that’s usually fine if the visitor is in or close to the country that your web server is located, but when they’re halfway around the globe, chances are they’re going to encounter some latency.

To avoid that, you should look into deploying a CDN, which caches your website across a network of data centers and proxy servers all over the planet. Say your own server is in the United States and someone from Lithuania is trying to visit your landing page. Instead of downloading your content from across the Atlantic, that visitor can pull a cached version from a server nearby.

Setting your website up with a CDN is pretty straightforward and—depending on your traffic—generally affordable. Here’s a list of some popular CDN providers from Mashable.

Building Pages in Unbounce? We’ve got five global data centers supporting the Unbounce CDN, which means your landing pages will load in a flash regardless of where they’re being accessed from.

Improve Your Landing Page Speed: Intermediate Fixes

These next speed fixes are a little trickier, but they should be manageable for marketers with a little technical know-how. Still, a mistake here could mean actual damage to your landing page.

Our recommendation? Do some research, make a backup, and—if you can—consult briefly with a developer on your team. It never hurts to have an experienced colleague to turn to if you get in over your head.

Building Pages in Unbounce? We talk a lot about WordPress through this next section. If you’re using our plugin to publish Unbounce landing pages to a WordPress domain, some of these recommended speed fixes can actually cause technical issues. Don’t hesitate to reach out to us for clarification if you’re ever unsure.

Minify HTML, CSS, and JS

Difficulty: Intermediate / Estimated Time: 15 Minutes

All those lines of HTML, CSS, and JS code that make up your landing page? They’re packed with spaces, line breaks, and other bits of formatting that make it more legible and easier for us to interpret, but each makes your load time just an eensy bit slower—and the web browsers your visitors are using to render your page don’t particularly need them.

With minification, the goal is to cut out all of that extra junk and condense your code so that browsers can read it faster. Here’s an example snippet of Javascript code from Wikipedia:

var array = []; for (var i = 0; i < 20; i++) { array[i] = i; }

After minifying, that code would look something like this:

for(var a=[i=0];++i<20;a[i]=i);

There are plenty of free online tools that will do this for your landing page, like Minify Code, as well as a bunch of WordPress plugins. Be sure to check out this post from Elegant Themes, which is an awesome resource that dives into the many options at your disposal.

Building Pages in Unbounce? Do we minify? We practically invented minifying. (Editor’s note: We did not.) Unbounce compresses all of your code automatically, making your landing page as slim as can be. No coding your pages from scratch and no minifying that code in the background? We’re making this too easy for you.

Enable Browser Caching

Difficulty: Intermediate / Estimated Time: 15 Minutes

The goal with any landing page should be getting prospects to convert the first time they visit, but the reality is that not everyone will. Sometimes, visitors will need some time to think about it: they’ll bounce, do more research, check out some competitors, then come back to your original offer. Browser caching ensures that when they return, your page will load even faster—and that’ll make them more likely to convert.

Not sure if you’ve already got caching enabled? Before you start, run a quick caching check using a tool like this one from GiftOfSpeed.

If your site is built on WordPress, enabling caching is as easy as adding a plugin.* (WordPress is almost too easy, huh?) Check out this list of caching plugins, most of which include quick instructions for getting set up.

*If you’re publishing Unbounce pages to a WordPress domain, these caching recommendations could create big problems. Check with us first.

For those not on WordPress, enabling browser caching on your own is pretty simple if you’re willing to get your hands dirty. For example, on Apache web servers, it comes down to inserting a little bit of code into the .htaccess file on your web host or server: <IfModule mod_expires.c> ExpiresActive On ExpiresByType image/jpg “access 1 year” ExpiresByType image/jpeg “access 1 year” ExpiresByType image/gif “access 1 year” ExpiresByType image/png “access 1 year” ExpiresByType text/css “access 1 month” ExpiresByType text/html “access 1 month” ExpiresByType application/pdf “access 1 month” ExpiresByType text/x-javascript “access 1 month” ExpiresByType application/x-shockwave-flash “access 1 month” ExpiresByType image/x-icon “access 1 year” ExpiresDefault “access 1 month” </IfModule>

This article from Varvy provides a great how-to, as does this one from WinningWP (which discusses enabling browser caching from a WordPress perspective but is applicable more broadly).

If all of this makes you nervous, there’s likely a simpler method for you to set up browser caching. Most web hosts will enable caching for you if you ask. Depending on your hosting solution, it might be as easy as making a phone call. (Although, now that I think about it, that might be more daunting for some of us.)

Building Pages in Unbounce? Seven-day browser caching is enabled on all Unbounce-built landing pages, so this is a speed fix you can comfortably skip. Maybe use this free time to treat yourself to some self-care? You’ve earned it.

Set Up GZIP Compression

Difficulty: Intermediate / Estimated Time: 15 Minutes

When a visitor reaches your landing page, their browser pings your web server to request the files that make up the page and the server transmits them back. Naturally, that process moves faster if the information being sent is compressed to be as small as possible. Here’s where GZIP compression comes in.

(You’ll want to check to see if GZIP compression is already enabled before you get started.)

As with browser caching, the difficulty of setting up GZIP compression is going to be determined by how your website was built. If you use WordPress, you’re in luck: many WordPress plugins will enable GZIP compression for you almost automatically. If you don’t use WordPress, well, we’re headed back into your server.

This article from GTmetrix provides a quick overview of the importance of GZIP compression and how to enable it. With Apache web servers, you’ll need to add this chunk of code to your .htaccess file. <IfModule mod_deflate.c> # Compress HTML, CSS, JavaScript, Text, XML and fonts AddOutputFilterByType DEFLATE application/javascript AddOutputFilterByType DEFLATE application/rss+xml AddOutputFilterByType DEFLATE application/vnd.ms-fontobject AddOutputFilterByType DEFLATE application/x-font AddOutputFilterByType DEFLATE application/x-font-opentype AddOutputFilterByType DEFLATE application/x-font-otf AddOutputFilterByType DEFLATE application/x-font-truetype AddOutputFilterByType DEFLATE application/x-font-ttf AddOutputFilterByType DEFLATE application/x-javascript AddOutputFilterByType DEFLATE application/xhtml+xml AddOutputFilterByType DEFLATE application/xml AddOutputFilterByType DEFLATE font/opentype AddOutputFilterByType DEFLATE font/otf AddOutputFilterByType DEFLATE font/ttf AddOutputFilterByType DEFLATE image/svg+xml AddOutputFilterByType DEFLATE image/x-icon AddOutputFilterByType DEFLATE text/css AddOutputFilterByType DEFLATE text/html AddOutputFilterByType DEFLATE text/javascript AddOutputFilterByType DEFLATE text/plain AddOutputFilterByType DEFLATE text/xml

# Remove browser bugs (only needed for really old browsers) BrowserMatch ^Mozilla/4 gzip-only-text/html BrowserMatch ^Mozilla/4\.0[678] no-gzip BrowserMatch \bMSIE !no-gzip !gzip-only-text/html Header append Vary User-Agent </IfModule>

And again, if this is beyond your comfort zone, your web host will probably help you set up GZIP compression if you ask nicely.

Building Pages in Unbounce? You don’t have to ask us nicely, because we’ve already done it. All Unbounce landing pages are automatically compressed during data transfer. (But be nice to us anyway, alright?)

Kill Needless Scripts and Plugins

Difficulty: Intermediate / Estimated Time: 30 Minutes

WordPress is wonderful in its simplicity. As we’ve seen throughout this article, page speed fixes that might require a front-end developer on a static website can often be achieved by simply installing a WordPress plugin. Want to enable browser caching? Boom, W3 Total Cache.* Need to minify your scripts? Pow, Autoptomize.* Developer, shmeveloper.

But because it’s so easy to add functionality through plugins, WordPress websites have a habit of collecting a lot of them—along with all the of the bits and bites of code that make them work. Those add up.

Take a look at the scripts and plugins you’ve added to your website and decide whether they’re essential to your visitor experience. If they’re not, junking them could help cut some extra seconds off of your load time. (And guess what? There’s a plugin for that.) You can also disable plugins one at a time, then retest your page speed to determine which ones are problematic.

*If you’re publishing Unbounce pages to a WordPress domain, these plugins in particular might start a fire.

Building Pages in Unbounce? This is more of WordPress fix, but it also applies to Unbounce customers that have inserted a bunch of custom scripts onto their landing pages. Learn how the Unbounce Script Manager helps you keep things tidy.

Convert Images to Sprites

Difficulty: Intermediate / Estimated Time: 30 Minutes

If your landing page includes a series of similar-sized images (say, for a client logo bar), you can shorten your load time by combining them into an image sprite, then use CSS to display specific chunks of that sprite at a time. This post from WebFX provides a great step-by-step guide for creating CSS sprites.

Joining smaller images into a larger file might seem counterintuitive, but again, the idea here is to reduce the number of HTTP requests on your page and ultimately make it faster. Each individual image requires its own call—combining images into a single CSS sprite means your page only needs to make one.

Building Pages in Unbounce? We don’t build CSS sprites for you, but you can certainly use them on your Unbounce-built landing pages. Check out our documentation on custom JS and CSS with Unbounce.

Improve Your Landing Page Speed: Hard Fixes

We’re into the scary stuff now.

These are fixes you should absolutely not attempt unless you know what you’re doing or you’ve consulted extensively with a front-end developer. (We even had one of the Unbounce devs fact-check this article, and we’ve never felt smaller.) Proceed with caution.

Remove Render-Blocking JS and CSS

Difficulty: Hard / Estimated Time: 45 Minutes

Those CSS and JS scripts that make your landing page beautiful and enable cool, dynamic functionality? They could be one of the major reasons that your page is loading so slowly. (Bad news for my flashing, neon visitor counter.)

When a web browser runs into CSS or JS in the head of your document, it’ll wait to download and process that content before continuing to render your page’s HTML. That might sound like a good thing from a user experience perspective—after all, we want people to see our landing page as it was intended—but it actually means that visitors can be left waiting on a blank screen while everything loads in the background.

To avoid this, we need to implement techniques for preventing render-blocking CSS and JS on our landing page. (Refer back to your Google PageSpeed Insights results to check if any scripts are slowing down your page load.)

Reduce render-blocking CSS

There are a couple of ways that we can neutralize render-blocking CSS. One option is to defer all CSS until after the HTML has loaded. That’ll certainly improve page speed, but it will also present non-styled content when the visitor first reaches our page. Not ideal.

The other, more preferable option is to defer most style rules until the HTML has been rendered, but inline the CSS necessary to correctly display content above the fold within the HTML. That way, visitors will see the properly-styled content as soon as they hit the page while the rest will load out of view. Pretty sneaky. This is a great tutorial using a real-life example from codeburst.io.

Another page speed opportunity for you here is combining your CSS files. By moving your style rules from several files to just one (or maybe two, tops), you can reduce the number of times that visitors need to ping your web server and improve your landing page load time. Here’s a good resource from GiftOfSpeed on combining and compressing you CSS scripts.

Eliminate render-blocking JS

Like CSS, JS scripts can prevent your landing page from rendering as quickly as you might like. We can avoid that by deploying the defer and async attributes. The former tells the browser to wait until your HTML is rendered before it begins pulling in JS scripts, while the latter asks that JS be downloaded simultaneously without interrupting the HTML download.

An important note is that not all JS scripts are equal: some are critical to the rendering of your page and need to be addressed right out of the gate, so they’ll have to stay at the top. Dareboost does a good job of explaining how to distinguish between critical and non-critical JS, as well as how to implement deferred and asynchronous loading.

Building Pages in Unbounce? Unbounce optimizes for most Google PageSpeed Insights recommendations, including the removal of render-blocking elements. That means you can skip this one.

Start Hand-Coding with AMP

Difficulty: Very Hard / Estimated Time: ∞ Hours

Alright, “∞ hours” is an overstatement, but implementing AMP is no small task. Developed by Google, the AMP project is an entirely new framework with which to build your web pages. The goal? Dramatically improve page speed, especially for mobile users.

AMP is made up of three core components: AMP HTML, AMP JS, and AMP Cache. That means you’ll need to learn new markup, as well as understand the framework well enough to get your landing pages validated and make sure they actually work.

We won’t get into the nitty-gritty of building with AMP here, but the AMP website has a bunch of resources (including tutorials) to help you get started.

https://fast.wistia.net/embed/iframe/rlrb8f534y?autoPlay=true

https://fast.wistia.net/assets/external/E-v1.js

https://fast.wistia.net/assets/external/E-v1.js

Building Pages in Unbounce? No hand-coding AMP pages for you—Unbounce makes it easy to drag and drop together AMP experiences. Choose one of our AMP-optimized templates, load your content, get validated, and start publishing lightning-fast landing pages right away.

Improving your landing page speed can sound intimidating, but even small tweaks will make a big difference for your load times. Tackle the easy stuff first, then move onto more challenging fixes as you get comfortable. And above all, keep testing: seeing your improved speed results after each undertaking will give you the confidence and motivation to move forward.

Or, you know, just build with Unbounce. We automatically handle most of the speed fixes listed (or at least makes them super easy), which saves a ton of time. That means you can focus on what matters: getting more conversions and improving ROI.

https://fast.wistia.com/static/concat/iframe-api-v1.js Increase Your Landing Page Speed (By Stealing Our Homework) syndicated from https://unbounce.com

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Increase Your Landing Page Speed (By Stealing Our Homework)

If you’ve read Unbounce’s 2019 Page Speed Report (and you really should), then you already know why speed is so important this year. Slow-loading landing pages have always been an obstacle to higher conversions, and now Google is punishing poor mobile load times in its search rankings. To be successful in 2019, we—marketers—need to be thinking fast. But are we?

To find out, we polled almost 400 marketers on their attitudes around page speed and asked what (if anything) they were doing to get faster.

Just 56% of marketers are happy with their mobile load times, according to the 2019 Page Speed Report.

Almost three of every four respondents said they had taken steps to improve their page speeds over the last year, and that’s pretty good. Alarmingly, though, only half of marketers we surveyed are satisfied with their load times on mobile.

So most marketers are trying to get faster, but many aren’t where they want to be. Which begs the question: what are people doing to speed up their landing page load times?

Computer, enhance!

Only 39% of marketers have bothered to find out how fast their pages are actually loading. Not great.

Here, we start to see why marketers are somewhat pessimistic about their page speed progress. Just over half have optimized their landing page images—ostensibly one of the simplest ways to speed up your load times—and even fewer have done any of the real technical-sounding things they need to get faster. (I mean, fair, they sound pretty boring to us, too.)

Here’s a doozy, though: just one in three marketers have run a website speed test to find out whether their load times are impacting their conversions. That’s the easiest one!

And hey, we get it. Marketers are being asked to do more than ever before, often with fewer resources. If you’re a small team (or a single person, the smallest of the teams), you might feel you don’t have the time or expertise to meaningfully improve your page speed.

But I’ve gone and done the hard work for you—me, a film school graduate who, until recently, believed that his Apple computer was impervious to viruses. (Hoo boy, it is not.) I’ve spent hours talking to Unbounce developers, reading how-to guides, and generally just bombarding my brain with the most dull, technical page speed information I could get ahold of. (Apologies to said developers.) And if I can get my head around it, there’s no excuse for the rest of you.

Below, I’ve simplified some of the most effective ways to increase your landing page loading times in a guide. For each fix, I’ve indicated the technical difficulty and the estimated time it’ll take, so you know exactly what you’re getting yourself in to. Use the table of contents below to jump to what’s relevant to you, or go ahead and do it all in order.

Jump to a Landing Page Speed Fix

How to Check Your Landing Page Speed

Run a Google Speed Test (5 Minutes)

Try the Unbounce Landing Page Analyzer (5 Minutes)

Improve Your Landing Page Speed: Easy Fixes

Reduce Your Page Content (15 Minutes)

Optimize Your Images (30 Minutes)

Host Your Videos Elsewhere (30 Minutes)

Audit Your Hosting Solution (30 Minutes)

Implement a CDN (30 Minutes)

Improve Your Landing Page Speed: Intermediate Fixes

Minify HTML, JS, and CSS (15 Minutes)

Enable Browser Caching (15 Minutes)

Set Up GZIP Compression (15 Minutes)

Kill Needless Scripts and Plugins (30 Minutes)

Convert Images to Sprites (30 Minutes)

Improve Your Landing Page Speed: Hard Fixes

Remove Render-Blocking JS and CSS (45 Minutes)

Start Hand-Coding with AMP

Final note: If you’ve built your page with Unbounce, you can skip a lot of this stuff—we make many speed fixes on the back-end automatically. In this post, look for the ‘Building Pages in Unbounce?‘ callout boxes to see if a given fix is something you need to implement.

Look for these callout boxes throughout this post to get Unbounce-specific tips and learn how we automatically optimize your landing pages to make them load super fast.

How to Check Your Landing Page Speed

First things first.

Before you throw on your hard hat and start hitting things with a hammer (both figuratively and literally), it’s important to have some idea of what’s working—and what’s not—on your landing page. That means running a speed audit.

It’s important to point out that, regardless of which speed test you use, you don’t want to get too hung up on your score. Achieving a perfect score is not always technically possible (and it might not even be desirable). Instead, use your results as a general guideline to improve page speed and implement the fixes that make sense for you.

Okay—let’s test them pages.

Run a Google Speed Test

Difficulty: Easy / Estimated Time: 5 Minutes

There are a bunch of great tools for testing your page speed, but why not start with the big dog itself? Google’s PageSpeed Insights is an awesome way to do a quick performance check-up with at-a-glance recommendations. (Ryan Engley, Unbounce’s VP of Product Marketing, explains how to interpret and act on your PageSpeed Insights results in this must-read blog post.) Then there’s Lighthouse, a newer tool from Google that provides a comprehensive analysis of your how your page presents to end users.

You’ll also want to run your page through Google’s Test My Site tool, which will check your speed from a mobile perspective.

Clicking on individual results in PageSpeed Insights will reveal your problematic page elements.

Running a Google speed test should only take a couple of minutes, and the results will help you identify some of the top opportunities to boost your landing page load times.

Try the Unbounce Landing Page Analyzer

Difficulty: Easy / Estimated Time: 5 Minutes

Running a speed test with Google should be your top priority, but PageSpeed Insights doesn’t give results tailored to landing pages. For that, you’ll want to run your page through the Unbounce Landing Page Analyzer, which not only provides feedback on page performance but includes a bunch of advice on creating more effective campaigns and kicking your conversions into overdrive.

Unbounce’s Landing Page Analyzer provides feedback on page speed, but also actionable advice on things like SEO, message match, and mobile-friendliness.

Building Pages in Unbounce? Then you’ll definitely want to give our Landing Page Analyzer a shot. Get best-practice recommendations for conversion optimization and see how your landing pages stack up against others in your industry.

Improve Your Landing Page Speed: Easy Fixes

With your results from both Google and Unbounce, you’ll be well-equipped to move onto the actual work of making your page perform better. It’s time to pick up that hammer.

These fixes should be simple enough for anyone to tackle, regardless of their technical expertise.

Reduce Your Page Content

Difficulty: Easy / Estimated Time: 15 Minutes

We’ve marked this as an easy opportunity to increase your page speed, but it probably won’t feel like that when you start thinking about which elements on your page you can junk. Marketers love big hero shots, beautiful supporting imagery, and fun, animated explainer videos. But how much of that content is actually helping you drive conversions?

Visual content accounts for a huge portion of the size of an average web page—images account for over 20% of web page weight, as pointed out by Kinsta—and each element creates an HTTP request. That’s when your visitor’s browser pings your web server to request the files that make up the elements of your page. Too many calls can be a serious drag on your load time, so one of the simplest ways to improve your page speed is cutting down the number of elements you include.

Look at each piece of content on your page critically, then ask yourself: “Does this spark joy?” “Does this increase conversions?” If you don’t think there are pieces you can toss, try running an A/B test with a slimmed-down version of the page. The results might surprise you.

Bottom line: stick to the fundamentals of good landing page design and try to keep the number of elements (and thus HTTP requests) to a minimum.

Building Pages in Unbounce? We recommend that you keep things pretty lean, but we’d never remove content from your landing page. (Must resist… desire… to do best practices…) This is one optimization that you’ll have to tackle on your own.

Optimize Your Images

Difficulty: Easy / Estimated Time: 30 Minutes

Once you’ve trimmed some elements from your page, you’ll want to optimize the content that made the cut. Poor image optimization is the most common reason for slow page loads, especially for mobile visitors. Fortunately, it’s also one of the easiest issues to fix.

These are some quick tips for shrinking your images and improving your page speed. The goal here should be getting images at least under 800kb, but the smaller we can make them, the better.

Resize your images

It’s easy to chuck a larger image onto your page and rely on your content management system (CMS) to compress it to the appropriate size, but it’ll still be loading at least some of those extra pixels on the back end, and your visitors are going to feel it in the load. When you add an image, make sure it’s the same dimensions that your page will be rendering it.*

*This doesn’t necessarily apply to Unbounce’s retina image support—read up on that here.

Choose the right file type

Most people don’t think too much about the format of the image they’re uploading, but it can have a dramatic effect on page performance. The file types you’re probably most familiar with are JPEG and PNG—and, yes, there are differences.

JPEG is a ‘lossy’ format, which means it’ll lose some data during compression. That typically gives you a smaller file, but it can come at the expense of visual fidelity. Generally, images with significant color variation (say, photographs) perform better as JPEGs, and any dip in quality can usually go undetected.

PNG is ‘lossless,’ so the image’s appearance won’t change when resized, but it tends to make for larger files if there’s significant color variation. PNG is ideal for simple images with defined shapes, like those with text. Saving PNGs in 8-bit (rather than 24-bit, which has a broader color palette) can help shave off some extra bites.

Here are some optimization tips for JPEG and PNG (and GIF, that villain) from Google itself.

Use compression tools

Before your weigh-in, it’s good to run images through a final round of compression. There are plenty of image compression tools on WordPress, as well as some free, standalone ones like TinyPNG. These shrinky gizmos offer a simple way to cut down your image sizes without braving the cursed labyrinth that is Adobe’s export settings. (Hey, I’m a words guy.)

Your takeaways here are:

Ensure your image dimensions match how they’ll actually be displayed

Use JPEG when a slight dip in visual fidelity isn’t the end of the world (like photography), but PNG when it is (images with text and sharp lines)

Compress images to keep the file size as tiny as possible

If you want to take a deeper dive into image optimization, we recommend that you check out this post from Search Engine Land, which goes into detail on making images smaller while keeping them beautiful.

Building Pages in Unbounce? We’ve got you covered. Unbounce’s Auto Image Optimizer shrinks your images as soon as they’re uploaded so you can focus on making the best landing page possible.

Host Your Videos Elsewhere

Difficulty: Easy / Estimated Time: 30 Minutes

Why carry something yourself when you can make someone else carry it for you? That’s my motto for landing pages and life, and it’s why I’m no longer welcome on Unbounce’s company hiking trips.

Hosting videos on your own domain can be great for SEO purposes, but that’s not usually our goal with landing pages. We want everything to load in a flash and give our visitors the best chance to convert. Depending on your hosting solution, though, your videos might be slowing down your page speed, suffering from playback issues, and taking up an uncomfortable amount of server space.

Done properly, transferring videos to a third-party platform can shed some extra load time and help your pages render faster. Consider moving video content to Wistia, YouTube, or Vimeo, then using a light embed technique so that your videos only load heavier playback elements when your visitors actually click on them.

Building Pages in Unbounce? As a disclaimer: Using light embed codes with Unbounce (or any custom code, for that matter) will require some technical knowledge to implement and could, in rare cases, cause issues. Check out this Unbounce community post for more information.

Audit Your Hosting Solution

Difficulty: Easy / Estimated Time: 30 Minutes

Loading speed isn’t just determined by what’s on your landing page. Your web host also has a major influence in how quickly your page rolls out to potential customers.

There are three common models for web hosting:

Shared hosting Generally the most affordable solution, shared hosting is when your website is hosted alongside other sites on a single web server. Everyone draws from common resources (like storage space and processing power), which means—you guessed it—you need to share.

Virtual private server (VPS) hosting This is essentially a mix of both shared and dedicated hosting. With VPS, your website still shares server space with others, but you’ll have dedicated resources that no one else can dip into. The result is more power and flexibility, but it tends to come with a higher price tag.

Dedicated hosting For those who’ve had a traumatic roommate experience (who hasn’t?), dedicated hosting means your website has the server all to itself. More resources, no sharing. That’s great if you’re heavy on digital content and get a ton of traffic, but dedicated hosting is also the most expensive option and requires the technical know-how to set up and maintain your server.

Low-volume websites can generally get by with the cost-effective shared solution, but once your traffic starts to rise, you might not be getting enough juice from your web host to deliver content quickly—and that’s when load times start to suffer. (Give this post from Search Engine Journal a read for a more comprehensive explanation.)

It’s also important to note that the whereabouts of your web server can have a significant impact on your page speed. If you’re not using a content delivery network (CDN; more on this below), you’ll want to make sure that traffic from foreign countries isn’t encountering too much latency.

Think your hosting solution might be impacting your page speed? Run your site through a server speed test like this one from Bitcatcha, and use WebPageTest or Pingdom to see how your quickly your landing page loads in other countries. Depending on the results, you might decide it’s time to upgrade your hosting plan (or change web hosts altogether).

Building Pages in Unbounce? You don’t have to worry about this one—Unbounce’s global hosting solution boasts 99.95% uptime and ensures that your landing pages always have the necessary resources to load super fast.

Implement a CDN

Difficulty: Easy / Estimated Time: 30 Minutes

When your landing page gets a visitor, their web browser pings your server to get the content necessary to build out the page. Simple, right? Everyone downloads your website information from the same place, regardless of their location around the world. Well, that’s usually fine if the visitor is in or close to the country that your web server is located, but when they’re halfway around the globe, chances are they’re going to encounter some latency.

To avoid that, you should look into deploying a CDN, which caches your website across a network of data centers and proxy servers all over the planet. Say your own server is in the United States and someone from Lithuania is trying to visit your landing page. Instead of downloading your content from across the Atlantic, that visitor can pull a cached version from a server nearby.

Setting your website up with a CDN is pretty straightforward and—depending on your traffic—generally affordable. Here’s a list of some popular CDN providers from Mashable.

Building Pages in Unbounce? We’ve got five global data centers supporting the Unbounce CDN, which means your landing pages will load in a flash regardless of where they’re being accessed from.

Improve Your Landing Page Speed: Intermediate Fixes

These next speed fixes are a little trickier, but they should be manageable for marketers with a little technical know-how. Still, a mistake here could mean actual damage to your landing page.

Our recommendation? Do some research, make a backup, and—if you can—consult briefly with a developer on your team. It never hurts to have an experienced colleague to turn to if you get in over your head.

Building Pages in Unbounce? We talk a lot about WordPress through this next section. If you’re using our plugin to publish Unbounce landing pages to a WordPress domain, some of these recommended speed fixes can actually cause technical issues. Don’t hesitate to reach out to us for clarification if you’re ever unsure.

Minify HTML, CSS, and JS

Difficulty: Intermediate / Estimated Time: 15 Minutes

All those lines of HTML, CSS, and JS code that make up your landing page? They’re packed with spaces, line breaks, and other bits of formatting that make it more legible and easier for us to interpret, but each makes your load time just an eensy bit slower—and the web browsers your visitors are using to render your page don’t particularly need them.

With minification, the goal is to cut out all of that extra junk and condense your code so that browsers can read it faster. Here’s an example snippet of Javascript code from Wikipedia:

var array = []; for (var i = 0; i < 20; i++) { array[i] = i; }

After minifying, that code would look something like this:

for(var a=[i=0];++i<20;a[i]=i);

There are plenty of free online tools that will do this for your landing page, like Minify Code, as well as a bunch of WordPress plugins. Be sure to check out this post from Elegant Themes, which is an awesome resource that dives into the many options at your disposal.

Building Pages in Unbounce? Do we minify? We practically invented minifying. (Editor’s note: We did not.) Unbounce compresses all of your code automatically, making your landing page as slim as can be. No coding your pages from scratch and no minifying that code in the background? We’re making this too easy for you.

Enable Browser Caching

Difficulty: Intermediate / Estimated Time: 15 Minutes

The goal with any landing page should be getting prospects to convert the first time they visit, but the reality is that not everyone will. Sometimes, visitors will need some time to think about it: they’ll bounce, do more research, check out some competitors, then come back to your original offer. Browser caching ensures that when they return, your page will load even faster—and that’ll make them more likely to convert.

Not sure if you’ve already got caching enabled? Before you start, run a quick caching check using a tool like this one from GiftOfSpeed.

If your site is built on WordPress, enabling caching is as easy as adding a plugin.* (WordPress is almost too easy, huh?) Check out this list of caching plugins, most of which include quick instructions for getting set up.

*If you’re publishing Unbounce pages to a WordPress domain, these caching recommendations could create big problems. Check with us first.

For those not on WordPress, enabling browser caching on your own is pretty simple if you’re willing to get your hands dirty. For example, on Apache web servers, it comes down to inserting a little bit of code into the .htaccess file on your web host or server: <IfModule mod_expires.c> ExpiresActive On ExpiresByType image/jpg “access 1 year” ExpiresByType image/jpeg “access 1 year” ExpiresByType image/gif “access 1 year” ExpiresByType image/png “access 1 year” ExpiresByType text/css “access 1 month” ExpiresByType text/html “access 1 month” ExpiresByType application/pdf “access 1 month” ExpiresByType text/x-javascript “access 1 month” ExpiresByType application/x-shockwave-flash “access 1 month” ExpiresByType image/x-icon “access 1 year” ExpiresDefault “access 1 month” </IfModule>

This article from Varvy provides a great how-to, as does this one from WinningWP (which discusses enabling browser caching from a WordPress perspective but is applicable more broadly).

If all of this makes you nervous, there’s likely a simpler method for you to set up browser caching. Most web hosts will enable caching for you if you ask. Depending on your hosting solution, it might be as easy as making a phone call. (Although, now that I think about it, that might be more daunting for some of us.)

Building Pages in Unbounce? Seven-day browser caching is enabled on all Unbounce-built landing pages, so this is a speed fix you can comfortably skip. Maybe use this free time to treat yourself to some self-care? You’ve earned it.

Set Up GZIP Compression

Difficulty: Intermediate / Estimated Time: 15 Minutes

When a visitor reaches your landing page, their browser pings your web server to request the files that make up the page and the server transmits them back. Naturally, that process moves faster if the information being sent is compressed to be as small as possible. Here’s where GZIP compression comes in.

(You’ll want to check to see if GZIP compression is already enabled before you get started.)

As with browser caching, the difficulty of setting up GZIP compression is going to be determined by how your website was built. If you use WordPress, you’re in luck: many WordPress plugins will enable GZIP compression for you almost automatically. If you don’t use WordPress, well, we’re headed back into your server.

This article from GTmetrix provides a quick overview of the importance of GZIP compression and how to enable it. With Apache web servers, you’ll need to add this chunk of code to your .htaccess file. <IfModule mod_deflate.c> # Compress HTML, CSS, JavaScript, Text, XML and fonts AddOutputFilterByType DEFLATE application/javascript AddOutputFilterByType DEFLATE application/rss+xml AddOutputFilterByType DEFLATE application/vnd.ms-fontobject AddOutputFilterByType DEFLATE application/x-font AddOutputFilterByType DEFLATE application/x-font-opentype AddOutputFilterByType DEFLATE application/x-font-otf AddOutputFilterByType DEFLATE application/x-font-truetype AddOutputFilterByType DEFLATE application/x-font-ttf AddOutputFilterByType DEFLATE application/x-javascript AddOutputFilterByType DEFLATE application/xhtml+xml AddOutputFilterByType DEFLATE application/xml AddOutputFilterByType DEFLATE font/opentype AddOutputFilterByType DEFLATE font/otf AddOutputFilterByType DEFLATE font/ttf AddOutputFilterByType DEFLATE image/svg+xml AddOutputFilterByType DEFLATE image/x-icon AddOutputFilterByType DEFLATE text/css AddOutputFilterByType DEFLATE text/html AddOutputFilterByType DEFLATE text/javascript AddOutputFilterByType DEFLATE text/plain AddOutputFilterByType DEFLATE text/xml

# Remove browser bugs (only needed for really old browsers) BrowserMatch ^Mozilla/4 gzip-only-text/html BrowserMatch ^Mozilla/4\.0[678] no-gzip BrowserMatch \bMSIE !no-gzip !gzip-only-text/html Header append Vary User-Agent </IfModule>

And again, if this is beyond your comfort zone, your web host will probably help you set up GZIP compression if you ask nicely.

Building Pages in Unbounce? You don’t have to ask us nicely, because we’ve already done it. All Unbounce landing pages are automatically compressed during data transfer. (But be nice to us anyway, alright?)

Kill Needless Scripts and Plugins

Difficulty: Intermediate / Estimated Time: 30 Minutes

WordPress is wonderful in its simplicity. As we’ve seen throughout this article, page speed fixes that might require a front-end developer on a static website can often be achieved by simply installing a WordPress plugin. Want to enable browser caching? Boom, W3 Total Cache.* Need to minify your scripts? Pow, Autoptomize.* Developer, shmeveloper.

But because it’s so easy to add functionality through plugins, WordPress websites have a habit of collecting a lot of them—along with all the of the bits and bites of code that make them work. Those add up.

Take a look at the scripts and plugins you’ve added to your website and decide whether they’re essential to your visitor experience. If they’re not, junking them could help cut some extra seconds off of your load time. (And guess what? There’s a plugin for that.) You can also disable plugins one at a time, then retest your page speed to determine which ones are problematic.

*If you’re publishing Unbounce pages to a WordPress domain, these plugins in particular might start a fire.

Building Pages in Unbounce? This is more of WordPress fix, but it also applies to Unbounce customers that have inserted a bunch of custom scripts onto their landing pages. Learn how the Unbounce Script Manager helps you keep things tidy.

Convert Images to Sprites

Difficulty: Intermediate / Estimated Time: 30 Minutes

If your landing page includes a series of similar-sized images (say, for a client logo bar), you can shorten your load time by combining them into an image sprite, then use CSS to display specific chunks of that sprite at a time. This post from WebFX provides a great step-by-step guide for creating CSS sprites.

Joining smaller images into a larger file might seem counterintuitive, but again, the idea here is to reduce the number of HTTP requests on your page and ultimately make it faster. Each individual image requires its own call—combining images into a single CSS sprite means your page only needs to make one.

Building Pages in Unbounce? We don’t build CSS sprites for you, but you can certainly use them on your Unbounce-built landing pages. Check out our documentation on custom JS and CSS with Unbounce.

Improve Your Landing Page Speed: Hard Fixes

We’re into the scary stuff now.

These are fixes you should absolutely not attempt unless you know what you’re doing or you’ve consulted extensively with a front-end developer. (We even had one of the Unbounce devs fact-check this article, and we’ve never felt smaller.) Proceed with caution.

Remove Render-Blocking JS and CSS

Difficulty: Hard / Estimated Time: 45 Minutes

Those CSS and JS scripts that make your landing page beautiful and enable cool, dynamic functionality? They could be one of the major reasons that your page is loading so slowly. (Bad news for my flashing, neon visitor counter.)

When a web browser runs into CSS or JS in the head of your document, it’ll wait to download and process that content before continuing to render your page’s HTML. That might sound like a good thing from a user experience perspective—after all, we want people to see our landing page as it was intended—but it actually means that visitors can be left waiting on a blank screen while everything loads in the background.

To avoid this, we need to implement techniques for preventing render-blocking CSS and JS on our landing page. (Refer back to your Google PageSpeed Insights results to check if any scripts are slowing down your page load.)

Reduce render-blocking CSS

There are a couple of ways that we can neutralize render-blocking CSS. One option is to defer all CSS until after the HTML has loaded. That’ll certainly improve page speed, but it will also present non-styled content when the visitor first reaches our page. Not ideal.

The other, more preferable option is to defer most style rules until the HTML has been rendered, but inline the CSS necessary to correctly display content above the fold within the HTML. That way, visitors will see the properly-styled content as soon as they hit the page while the rest will load out of view. Pretty sneaky. This is a great tutorial using a real-life example from codeburst.io.

Another page speed opportunity for you here is combining your CSS files. By moving your style rules from several files to just one (or maybe two, tops), you can reduce the number of times that visitors need to ping your web server and improve your landing page load time. Here’s a good resource from GiftOfSpeed on combining and compressing you CSS scripts.

Eliminate render-blocking JS

Like CSS, JS scripts can prevent your landing page from rendering as quickly as you might like. We can avoid that by deploying the defer and async attributes. The former tells the browser to wait until your HTML is rendered before it begins pulling in JS scripts, while the latter asks that JS be downloaded simultaneously without interrupting the HTML download.

An important note is that not all JS scripts are equal: some are critical to the rendering of your page and need to be addressed right out of the gate, so they’ll have to stay at the top. Dareboost does a good job of explaining how to distinguish between critical and non-critical JS, as well as how to implement deferred and asynchronous loading.

Building Pages in Unbounce? Unbounce optimizes for most Google PageSpeed Insights recommendations, including the removal of render-blocking elements. That means you can skip this one.

Start Hand-Coding with AMP

Difficulty: Very Hard / Estimated Time: ∞ Hours

Alright, “∞ hours” is an overstatement, but implementing AMP is no small task. Developed by Google, the AMP project is an entirely new framework with which to build your web pages. The goal? Dramatically improve page speed, especially for mobile users.

AMP is made up of three core components: AMP HTML, AMP JS, and AMP Cache. That means you’ll need to learn new markup, as well as understand the framework well enough to get your landing pages validated and make sure they actually work.

We won’t get into the nitty-gritty of building with AMP here, but the AMP website has a bunch of resources (including tutorials) to help you get started.

Building Pages in Unbounce? No hand-coding AMP pages for you—Unbounce makes it easy to drag and drop together AMP experiences. Choose one of our AMP-optimized templates, load your content, get validated, and start publishing lightning-fast landing pages right away.

Improving your landing page speed can sound intimidating, but even small tweaks will make a big difference for your load times. Tackle the easy stuff first, then move onto more challenging fixes as you get comfortable. And above all, keep testing: seeing your improved speed results after each undertaking will give you the confidence and motivation to move forward.

Or, you know, just build with Unbounce. We automatically handle most of the speed fixes listed (or at least makes them super easy), which saves a ton of time. That means you can focus on what matters: getting more conversions and improving ROI.

from RSSMix.com Mix ID 8217493 https://unbounce.com/landing-pages/increase-landing-page-speed/

[racheltgibsau]

Increase Your Landing Page Speed (By Stealing Our Homework)

If you’ve read Unbounce’s 2019 Page Speed Report (and you really should), then you already know why speed is so important this year. Slow-loading landing pages have always been an obstacle to higher conversions, and now Google is punishing poor mobile load times in its search rankings. To be successful in 2019, we—marketers—need to be thinking fast. But are we?

To find out, we polled almost 400 marketers on their attitudes around page speed and asked what (if anything) they were doing to get faster.

Just 56% of marketers are happy with their mobile load times, according to the 2019 Page Speed Report.

Almost three of every four respondents said they had taken steps to improve their page speeds over the last year, and that’s pretty good. Alarmingly, though, only half of marketers we surveyed are satisfied with their load times on mobile.

So most marketers are trying to get faster, but many aren’t where they want to be. Which begs the question: what are people doing to speed up their landing page load times?

Computer, enhance!

Only 39% of marketers have bothered to find out how fast their pages are actually loading. Not great.

Here, we start to see why marketers are somewhat pessimistic about their page speed progress. Just over half have optimized their landing page images—ostensibly one of the simplest ways to speed up your load times—and even fewer have done any of the real technical-sounding things they need to get faster. (I mean, fair, they sound pretty boring to us, too.)

Here’s a doozy, though: just one in three marketers have run a website speed test to find out whether their load times are impacting their conversions. That’s the easiest one!

And hey, we get it. Marketers are being asked to do more than ever before, often with fewer resources. If you’re a small team (or a single person, the smallest of the teams), you might feel you don’t have the time or expertise to meaningfully improve your page speed.

But I’ve gone and done the hard work for you—me, a film school graduate who, until recently, believed that his Apple computer was impervious to viruses. (Hoo boy, it is not.) I’ve spent hours talking to Unbounce developers, reading how-to guides, and generally just bombarding my brain with the most dull, technical page speed information I could get ahold of. (Apologies to said developers.) And if I can get my head around it, there’s no excuse for the rest of you.

Below, I’ve simplified some of the most effective ways to increase your landing page loading times in a guide. For each fix, I’ve indicated the technical difficulty and the estimated time it’ll take, so you know exactly what you’re getting yourself in to. Use the table of contents below to jump to what’s relevant to you, or go ahead and do it all in order.

Jump to a Landing Page Speed Fix

How to Check Your Landing Page Speed

Run a Google Speed Test (5 Minutes)

Try the Unbounce Landing Page Analyzer (5 Minutes)

Improve Your Landing Page Speed: Easy Fixes

Reduce Your Page Content (15 Minutes)

Optimize Your Images (30 Minutes)

Host Your Videos Elsewhere (30 Minutes)

Audit Your Hosting Solution (30 Minutes)

Implement a CDN (30 Minutes)

Improve Your Landing Page Speed: Intermediate Fixes

Minify HTML, JS, and CSS (15 Minutes)

Enable Browser Caching (15 Minutes)

Set Up GZIP Compression (15 Minutes)

Kill Needless Scripts and Plugins (30 Minutes)

Convert Images to Sprites (30 Minutes)

Improve Your Landing Page Speed: Hard Fixes

Remove Render-Blocking JS and CSS (45 Minutes)

Start Hand-Coding with AMP

Final note: If you’ve built your page with Unbounce, you can skip a lot of this stuff—we make many speed fixes on the back-end automatically. In this post, look for the ‘Building Pages in Unbounce?‘ callout boxes to see if a given fix is something you need to implement.

Look for these callout boxes throughout this post to get Unbounce-specific tips and learn how we automatically optimize your landing pages to make them load super fast.

How to Check Your Landing Page Speed

First things first.

Before you throw on your hard hat and start hitting things with a hammer (both figuratively and literally), it’s important to have some idea of what’s working—and what’s not—on your landing page. That means running a speed audit.

It’s important to point out that, regardless of which speed test you use, you don’t want to get too hung up on your score. Achieving a perfect score is not always technically possible (and it might not even be desirable). Instead, use your results as a general guideline to improve page speed and implement the fixes that make sense for you.

Okay—let’s test them pages.

Run a Google Speed Test

Difficulty: Easy / Estimated Time: 5 Minutes

There are a bunch of great tools for testing your page speed, but why not start with the big dog itself? Google’s PageSpeed Insights is an awesome way to do a quick performance check-up with at-a-glance recommendations. (Ryan Engley, Unbounce’s VP of Product Marketing, explains how to interpret and act on your PageSpeed Insights results in this must-read blog post.) Then there’s Lighthouse, a newer tool from Google that provides a comprehensive analysis of your how your page presents to end users.

You’ll also want to run your page through Google’s Test My Site tool, which will check your speed from a mobile perspective.

Clicking on individual results in PageSpeed Insights will reveal your problematic page elements.

Running a Google speed test should only take a couple of minutes, and the results will help you identify some of the top opportunities to boost your landing page load times.

Try the Unbounce Landing Page Analyzer

Difficulty: Easy / Estimated Time: 5 Minutes

Running a speed test with Google should be your top priority, but PageSpeed Insights doesn’t give results tailored to landing pages. For that, you’ll want to run your page through the Unbounce Landing Page Analyzer, which not only provides feedback on page performance but includes a bunch of advice on creating more effective campaigns and kicking your conversions into overdrive.

Unbounce’s Landing Page Analyzer provides feedback on page speed, but also actionable advice on things like SEO, message match, and mobile-friendliness.

Building Pages in Unbounce? Then you’ll definitely want to give our Landing Page Analyzer a shot. Get best-practice recommendations for conversion optimization and see how your landing pages stack up against others in your industry.

Improve Your Landing Page Speed: Easy Fixes

With your results from both Google and Unbounce, you’ll be well-equipped to move onto the actual work of making your page perform better. It’s time to pick up that hammer.

These fixes should be simple enough for anyone to tackle, regardless of their technical expertise.

Reduce Your Page Content

Difficulty: Easy / Estimated Time: 15 Minutes

We’ve marked this as an easy opportunity to increase your page speed, but it probably won’t feel like that when you start thinking about which elements on your page you can junk. Marketers love big hero shots, beautiful supporting imagery, and fun, animated explainer videos. But how much of that content is actually helping you drive conversions?

Visual content accounts for a huge portion of the size of an average web page—images account for over 20% of web page weight, as pointed out by Kinsta—and each element creates an HTTP request. That’s when your visitor’s browser pings your web server to request the files that make up the elements of your page. Too many calls can be a serious drag on your load time, so one of the simplest ways to improve your page speed is cutting down the number of elements you include.

Look at each piece of content on your page critically, then ask yourself: “Does this spark joy?” “Does this increase conversions?” If you don’t think there are pieces you can toss, try running an A/B test with a slimmed-down version of the page. The results might surprise you.

Bottom line: stick to the fundamentals of good landing page design and try to keep the number of elements (and thus HTTP requests) to a minimum.

Building Pages in Unbounce? We recommend that you keep things pretty lean, but we’d never remove content from your landing page. (Must resist… desire… to do best practices…) This is one optimization that you’ll have to tackle on your own.

Optimize Your Images

Difficulty: Easy / Estimated Time: 30 Minutes

Once you’ve trimmed some elements from your page, you’ll want to optimize the content that made the cut. Poor image optimization is the most common reason for slow page loads, especially for mobile visitors. Fortunately, it’s also one of the easiest issues to fix.

These are some quick tips for shrinking your images and improving your page speed. The goal here should be getting images at least under 800kb, but the smaller we can make them, the better.

Resize your images

It’s easy to chuck a larger image onto your page and rely on your content management system (CMS) to compress it to the appropriate size, but it’ll still be loading at least some of those extra pixels on the back end, and your visitors are going to feel it in the load. When you add an image, make sure it’s the same dimensions that your page will be rendering it.*

*This doesn’t necessarily apply to Unbounce’s retina image support—read up on that here.

Choose the right file type

Most people don’t think too much about the format of the image they’re uploading, but it can have a dramatic effect on page performance. The file types you’re probably most familiar with are JPEG and PNG—and, yes, there are differences.

JPEG is a ‘lossy’ format, which means it’ll lose some data during compression. That typically gives you a smaller file, but it can come at the expense of visual fidelity. Generally, images with significant color variation (say, photographs) perform better as JPEGs, and any dip in quality can usually go undetected.

PNG is ‘lossless,’ so the image’s appearance won’t change when resized, but it tends to make for larger files if there’s significant color variation. PNG is ideal for simple images with defined shapes, like those with text. Saving PNGs in 8-bit (rather than 24-bit, which has a broader color palette) can help shave off some extra bites.

Here are some optimization tips for JPEG and PNG (and GIF, that villain) from Google itself.

Use compression tools

Before your weigh-in, it’s good to run images through a final round of compression. There are plenty of image compression tools on WordPress, as well as some free, standalone ones like TinyPNG. These shrinky gizmos offer a simple way to cut down your image sizes without braving the cursed labyrinth that is Adobe’s export settings. (Hey, I’m a words guy.)

Your takeaways here are:

Ensure your image dimensions match how they’ll actually be displayed

Use JPEG when a slight dip in visual fidelity isn’t the end of the world (like photography), but PNG when it is (images with text and sharp lines)

Compress images to keep the file size as tiny as possible

If you want to take a deeper dive into image optimization, we recommend that you check out this post from Search Engine Land, which goes into detail on making images smaller while keeping them beautiful.

Building Pages in Unbounce? We’ve got you covered. Unbounce’s Auto Image Optimizer shrinks your images as soon as they’re uploaded so you can focus on making the best landing page possible.

Host Your Videos Elsewhere

Difficulty: Easy / Estimated Time: 30 Minutes

Why carry something yourself when you can make someone else carry it for you? That’s my motto for landing pages and life, and it’s why I’m no longer welcome on Unbounce’s company hiking trips.

Hosting videos on your own domain can be great for SEO purposes, but that’s not usually our goal with landing pages. We want everything to load in a flash and give our visitors the best chance to convert. Depending on your hosting solution, though, your videos might be slowing down your page speed, suffering from playback issues, and taking up an uncomfortable amount of server space.

Done properly, transferring videos to a third-party platform can shed some extra load time and help your pages render faster. Consider moving video content to Wistia, YouTube, or Vimeo, then using a light embed technique so that your videos only load heavier playback elements when your visitors actually click on them.

Building Pages in Unbounce? As a disclaimer: Using light embed codes with Unbounce (or any custom code, for that matter) will require some technical knowledge to implement and could, in rare cases, cause issues. Check out this Unbounce community post for more information.

Audit Your Hosting Solution

Difficulty: Easy / Estimated Time: 30 Minutes

Loading speed isn’t just determined by what’s on your landing page. Your web host also has a major influence in how quickly your page rolls out to potential customers.

There are three common models for web hosting:

Shared hosting Generally the most affordable solution, shared hosting is when your website is hosted alongside other sites on a single web server. Everyone draws from common resources (like storage space and processing power), which means—you guessed it—you need to share.

Virtual private server (VPS) hosting This is essentially a mix of both shared and dedicated hosting. With VPS, your website still shares server space with others, but you’ll have dedicated resources that no one else can dip into. The result is more power and flexibility, but it tends to come with a higher price tag.

Dedicated hosting For those who’ve had a traumatic roommate experience (who hasn’t?), dedicated hosting means your website has the server all to itself. More resources, no sharing. That’s great if you’re heavy on digital content and get a ton of traffic, but dedicated hosting is also the most expensive option and requires the technical know-how to set up and maintain your server.

Low-volume websites can generally get by with the cost-effective shared solution, but once your traffic starts to rise, you might not be getting enough juice from your web host to deliver content quickly—and that’s when load times start to suffer. (Give this post from Search Engine Journal a read for a more comprehensive explanation.)

It’s also important to note that the whereabouts of your web server can have a significant impact on your page speed. If you’re not using a content delivery network (CDN; more on this below), you’ll want to make sure that traffic from foreign countries isn’t encountering too much latency.

Think your hosting solution might be impacting your page speed? Run your site through a server speed test like this one from Bitcatcha, and use WebPageTest or Pingdom to see how your quickly your landing page loads in other countries. Depending on the results, you might decide it’s time to upgrade your hosting plan (or change web hosts altogether).

Building Pages in Unbounce? You don’t have to worry about this one—Unbounce’s global hosting solution boasts 99.95% uptime and ensures that your landing pages always have the necessary resources to load super fast.

Implement a CDN

Difficulty: Easy / Estimated Time: 30 Minutes

When your landing page gets a visitor, their web browser pings your server to get the content necessary to build out the page. Simple, right? Everyone downloads your website information from the same place, regardless of their location around the world. Well, that’s usually fine if the visitor is in or close to the country that your web server is located, but when they’re halfway around the globe, chances are they’re going to encounter some latency.

To avoid that, you should look into deploying a CDN, which caches your website across a network of data centers and proxy servers all over the planet. Say your own server is in the United States and someone from Lithuania is trying to visit your landing page. Instead of downloading your content from across the Atlantic, that visitor can pull a cached version from a server nearby.

Setting your website up with a CDN is pretty straightforward and—depending on your traffic—generally affordable. Here’s a list of some popular CDN providers from Mashable.

Building Pages in Unbounce? We’ve got five global data centers supporting the Unbounce CDN, which means your landing pages will load in a flash regardless of where they’re being accessed from.

Improve Your Landing Page Speed: Intermediate Fixes

These next speed fixes are a little trickier, but they should be manageable for marketers with a little technical know-how. Still, a mistake here could mean actual damage to your landing page.

Our recommendation? Do some research, make a backup, and—if you can—consult briefly with a developer on your team. It never hurts to have an experienced colleague to turn to if you get in over your head.

Building Pages in Unbounce? We talk a lot about WordPress through this next section. If you’re using our plugin to publish Unbounce landing pages to a WordPress domain, some of these recommended speed fixes can actually cause technical issues. Don’t hesitate to reach out to us for clarification if you’re ever unsure.

Minify HTML, CSS, and JS

Difficulty: Intermediate / Estimated Time: 15 Minutes

All those lines of HTML, CSS, and JS code that make up your landing page? They’re packed with spaces, line breaks, and other bits of formatting that make it more legible and easier for us to interpret, but each makes your load time just an eensy bit slower—and the web browsers your visitors are using to render your page don’t particularly need them.

With minification, the goal is to cut out all of that extra junk and condense your code so that browsers can read it faster. Here’s an example snippet of Javascript code from Wikipedia:

var array = []; for (var i = 0; i < 20; i++) { array[i] = i; }

After minifying, that code would look something like this:

for(var a=[i=0];++i<20;a[i]=i);

There are plenty of free online tools that will do this for your landing page, like Minify Code, as well as a bunch of WordPress plugins. Be sure to check out this post from Elegant Themes, which is an awesome resource that dives into the many options at your disposal.

Building Pages in Unbounce? Do we minify? We practically invented minifying. (Editor’s note: We did not.) Unbounce compresses all of your code automatically, making your landing page as slim as can be. No coding your pages from scratch and no minifying that code in the background? We’re making this too easy for you.

Enable Browser Caching

Difficulty: Intermediate / Estimated Time: 15 Minutes

The goal with any landing page should be getting prospects to convert the first time they visit, but the reality is that not everyone will. Sometimes, visitors will need some time to think about it: they’ll bounce, do more research, check out some competitors, then come back to your original offer. Browser caching ensures that when they return, your page will load even faster—and that’ll make them more likely to convert.

Not sure if you’ve already got caching enabled? Before you start, run a quick caching check using a tool like this one from GiftOfSpeed.

If your site is built on WordPress, enabling caching is as easy as adding a plugin.* (WordPress is almost too easy, huh?) Check out this list of caching plugins, most of which include quick instructions for getting set up.

*If you’re publishing Unbounce pages to a WordPress domain, these caching recommendations could create big problems. Check with us first.

For those not on WordPress, enabling browser caching on your own is pretty simple if you’re willing to get your hands dirty. For example, on Apache web servers, it comes down to inserting a little bit of code into the .htaccess file on your web host or server: <IfModule mod_expires.c> ExpiresActive On ExpiresByType image/jpg “access 1 year” ExpiresByType image/jpeg “access 1 year” ExpiresByType image/gif “access 1 year” ExpiresByType image/png “access 1 year” ExpiresByType text/css “access 1 month” ExpiresByType text/html “access 1 month” ExpiresByType application/pdf “access 1 month” ExpiresByType text/x-javascript “access 1 month” ExpiresByType application/x-shockwave-flash “access 1 month” ExpiresByType image/x-icon “access 1 year” ExpiresDefault “access 1 month” </IfModule>

This article from Varvy provides a great how-to, as does this one from WinningWP (which discusses enabling browser caching from a WordPress perspective but is applicable more broadly).

If all of this makes you nervous, there’s likely a simpler method for you to set up browser caching. Most web hosts will enable caching for you if you ask. Depending on your hosting solution, it might be as easy as making a phone call. (Although, now that I think about it, that might be more daunting for some of us.)

Building Pages in Unbounce? Seven-day browser caching is enabled on all Unbounce-built landing pages, so this is a speed fix you can comfortably skip. Maybe use this free time to treat yourself to some self-care? You’ve earned it.

Set Up GZIP Compression

Difficulty: Intermediate / Estimated Time: 15 Minutes

When a visitor reaches your landing page, their browser pings your web server to request the files that make up the page and the server transmits them back. Naturally, that process moves faster if the information being sent is compressed to be as small as possible. Here’s where GZIP compression comes in.

(You’ll want to check to see if GZIP compression is already enabled before you get started.)

As with browser caching, the difficulty of setting up GZIP compression is going to be determined by how your website was built. If you use WordPress, you’re in luck: many WordPress plugins will enable GZIP compression for you almost automatically. If you don’t use WordPress, well, we’re headed back into your server.

This article from GTmetrix provides a quick overview of the importance of GZIP compression and how to enable it. With Apache web servers, you’ll need to add this chunk of code to your .htaccess file. <IfModule mod_deflate.c> # Compress HTML, CSS, JavaScript, Text, XML and fonts AddOutputFilterByType DEFLATE application/javascript AddOutputFilterByType DEFLATE application/rss+xml AddOutputFilterByType DEFLATE application/vnd.ms-fontobject AddOutputFilterByType DEFLATE application/x-font AddOutputFilterByType DEFLATE application/x-font-opentype AddOutputFilterByType DEFLATE application/x-font-otf AddOutputFilterByType DEFLATE application/x-font-truetype AddOutputFilterByType DEFLATE application/x-font-ttf AddOutputFilterByType DEFLATE application/x-javascript AddOutputFilterByType DEFLATE application/xhtml+xml AddOutputFilterByType DEFLATE application/xml AddOutputFilterByType DEFLATE font/opentype AddOutputFilterByType DEFLATE font/otf AddOutputFilterByType DEFLATE font/ttf AddOutputFilterByType DEFLATE image/svg+xml AddOutputFilterByType DEFLATE image/x-icon AddOutputFilterByType DEFLATE text/css AddOutputFilterByType DEFLATE text/html AddOutputFilterByType DEFLATE text/javascript AddOutputFilterByType DEFLATE text/plain AddOutputFilterByType DEFLATE text/xml

# Remove browser bugs (only needed for really old browsers) BrowserMatch ^Mozilla/4 gzip-only-text/html BrowserMatch ^Mozilla/4\.0[678] no-gzip BrowserMatch \bMSIE !no-gzip !gzip-only-text/html Header append Vary User-Agent </IfModule>

And again, if this is beyond your comfort zone, your web host will probably help you set up GZIP compression if you ask nicely.

Building Pages in Unbounce? You don’t have to ask us nicely, because we’ve already done it. All Unbounce landing pages are automatically compressed during data transfer. (But be nice to us anyway, alright?)

Kill Needless Scripts and Plugins

Difficulty: Intermediate / Estimated Time: 30 Minutes

WordPress is wonderful in its simplicity. As we’ve seen throughout this article, page speed fixes that might require a front-end developer on a static website can often be achieved by simply installing a WordPress plugin. Want to enable browser caching? Boom, W3 Total Cache.* Need to minify your scripts? Pow, Autoptomize.* Developer, shmeveloper.

But because it’s so easy to add functionality through plugins, WordPress websites have a habit of collecting a lot of them—along with all the of the bits and bites of code that make them work. Those add up.

Take a look at the scripts and plugins you’ve added to your website and decide whether they’re essential to your visitor experience. If they’re not, junking them could help cut some extra seconds off of your load time. (And guess what? There’s a plugin for that.) You can also disable plugins one at a time, then retest your page speed to determine which ones are problematic.

*If you’re publishing Unbounce pages to a WordPress domain, these plugins in particular might start a fire.

Building Pages in Unbounce? This is more of WordPress fix, but it also applies to Unbounce customers that have inserted a bunch of custom scripts onto their landing pages. Learn how the Unbounce Script Manager helps you keep things tidy.

Convert Images to Sprites

Difficulty: Intermediate / Estimated Time: 30 Minutes

If your landing page includes a series of similar-sized images (say, for a client logo bar), you can shorten your load time by combining them into an image sprite, then use CSS to display specific chunks of that sprite at a time. This post from WebFX provides a great step-by-step guide for creating CSS sprites.

Joining smaller images into a larger file might seem counterintuitive, but again, the idea here is to reduce the number of HTTP requests on your page and ultimately make it faster. Each individual image requires its own call—combining images into a single CSS sprite means your page only needs to make one.

Building Pages in Unbounce? We don’t build CSS sprites for you, but you can certainly use them on your Unbounce-built landing pages. Check out our documentation on custom JS and CSS with Unbounce.

Improve Your Landing Page Speed: Hard Fixes

We’re into the scary stuff now.

These are fixes you should absolutely not attempt unless you know what you’re doing or you’ve consulted extensively with a front-end developer. (We even had one of the Unbounce devs fact-check this article, and we’ve never felt smaller.) Proceed with caution.

Remove Render-Blocking JS and CSS

Difficulty: Hard / Estimated Time: 45 Minutes

Those CSS and JS scripts that make your landing page beautiful and enable cool, dynamic functionality? They could be one of the major reasons that your page is loading so slowly. (Bad news for my flashing, neon visitor counter.)

When a web browser runs into CSS or JS in the head of your document, it’ll wait to download and process that content before continuing to render your page’s HTML. That might sound like a good thing from a user experience perspective—after all, we want people to see our landing page as it was intended—but it actually means that visitors can be left waiting on a blank screen while everything loads in the background.

To avoid this, we need to implement techniques for preventing render-blocking CSS and JS on our landing page. (Refer back to your Google PageSpeed Insights results to check if any scripts are slowing down your page load.)

Reduce render-blocking CSS

There are a couple of ways that we can neutralize render-blocking CSS. One option is to defer all CSS until after the HTML has loaded. That’ll certainly improve page speed, but it will also present non-styled content when the visitor first reaches our page. Not ideal.

The other, more preferable option is to defer most style rules until the HTML has been rendered, but inline the CSS necessary to correctly display content above the fold within the HTML. That way, visitors will see the properly-styled content as soon as they hit the page while the rest will load out of view. Pretty sneaky. This is a great tutorial using a real-life example from codeburst.io.

Another page speed opportunity for you here is combining your CSS files. By moving your style rules from several files to just one (or maybe two, tops), you can reduce the number of times that visitors need to ping your web server and improve your landing page load time. Here’s a good resource from GiftOfSpeed on combining and compressing you CSS scripts.

Eliminate render-blocking JS

Like CSS, JS scripts can prevent your landing page from rendering as quickly as you might like. We can avoid that by deploying the defer and async attributes. The former tells the browser to wait until your HTML is rendered before it begins pulling in JS scripts, while the latter asks that JS be downloaded simultaneously without interrupting the HTML download.

An important note is that not all JS scripts are equal: some are critical to the rendering of your page and need to be addressed right out of the gate, so they’ll have to stay at the top. Dareboost does a good job of explaining how to distinguish between critical and non-critical JS, as well as how to implement deferred and asynchronous loading.

Building Pages in Unbounce? Unbounce optimizes for most Google PageSpeed Insights recommendations, including the removal of render-blocking elements. That means you can skip this one.

Start Hand-Coding with AMP

Difficulty: Very Hard / Estimated Time: ∞ Hours

Alright, “∞ hours” is an overstatement, but implementing AMP is no small task. Developed by Google, the AMP project is an entirely new framework with which to build your web pages. The goal? Dramatically improve page speed, especially for mobile users.

AMP is made up of three core components: AMP HTML, AMP JS, and AMP Cache. That means you’ll need to learn new markup, as well as understand the framework well enough to get your landing pages validated and make sure they actually work.

We won’t get into the nitty-gritty of building with AMP here, but the AMP website has a bunch of resources (including tutorials) to help you get started.

Building Pages in Unbounce? No hand-coding AMP pages for you—Unbounce makes it easy to drag and drop together AMP experiences. Choose one of our AMP-optimized templates, load your content, get validated, and start publishing lightning-fast landing pages right away.

Improving your landing page speed can sound intimidating, but even small tweaks will make a big difference for your load times. Tackle the easy stuff first, then move onto more challenging fixes as you get comfortable. And above all, keep testing: seeing your improved speed results after each undertaking will give you the confidence and motivation to move forward.

Or, you know, just build with Unbounce. We automatically handle most of the speed fixes listed (or at least makes them super easy), which saves a ton of time. That means you can focus on what matters: getting more conversions and improving ROI.

from RSSMix.com Mix ID 8217493 https://unbounce.com/landing-pages/increase-landing-page-speed/

[maxslogic25]

Increase Your Landing Page Speed (By Stealing Our Homework)

If you’ve read Unbounce’s 2019 Page Speed Report (and you really should), then you already know why speed is so important this year. Slow-loading landing pages have always been an obstacle to higher conversions, and now Google is punishing poor mobile load times in its search rankings. To be successful in 2019, we—marketers—need to be thinking fast. But are we?

To find out, we polled almost 400 marketers on their attitudes around page speed and asked what (if anything) they were doing to get faster.

Just 56% of marketers are happy with their mobile load times, according to the 2019 Page Speed Report.

Almost three of every four respondents said they had taken steps to improve their page speeds over the last year, and that’s pretty good. Alarmingly, though, only half of marketers we surveyed are satisfied with their load times on mobile.

So most marketers are trying to get faster, but many aren’t where they want to be. Which begs the question: what are people doing to speed up their landing page load times?

Computer, enhance!

Only 39% of marketers have bothered to find out how fast their pages are actually loading. Not great.

Here, we start to see why marketers are somewhat pessimistic about their page speed progress. Just over half have optimized their landing page images—ostensibly one of the simplest ways to speed up your load times—and even fewer have done any of the real technical-sounding things they need to get faster. (I mean, fair, they sound pretty boring to us, too.)

Here’s a doozy, though: just one in three marketers have run a website speed test to find out whether their load times are impacting their conversions. That’s the easiest one!

And hey, we get it. Marketers are being asked to do more than ever before, often with fewer resources. If you’re a small team (or a single person, the smallest of the teams), you might feel you don’t have the time or expertise to meaningfully improve your page speed.

But I’ve gone and done the hard work for you—me, a film school graduate who, until recently, believed that his Apple computer was impervious to viruses. (Hoo boy, it is not.) I’ve spent hours talking to Unbounce developers, reading how-to guides, and generally just bombarding my brain with the most dull, technical page speed information I could get ahold of. (Apologies to said developers.) And if I can get my head around it, there’s no excuse for the rest of you.

Below, I’ve simplified some of the most effective ways to increase your landing page loading times in a guide. For each fix, I’ve indicated the technical difficulty and the estimated time it’ll take, so you know exactly what you’re getting yourself in to. Use the table of contents below to jump to what’s relevant to you, or go ahead and do it all in order.

Jump to a Landing Page Speed Fix

How to Check Your Landing Page Speed

Run a Google Speed Test (5 Minutes)

Try the Unbounce Landing Page Analyzer (5 Minutes)

Improve Your Landing Page Speed: Easy Fixes

Reduce Your Page Content (15 Minutes)

Optimize Your Images (30 Minutes)

Host Your Videos Elsewhere (30 Minutes)

Audit Your Hosting Solution (30 Minutes)

Implement a CDN (30 Minutes)

Improve Your Landing Page Speed: Intermediate Fixes

Minify HTML, JS, and CSS (15 Minutes)

Enable Browser Caching (15 Minutes)

Set Up GZIP Compression (15 Minutes)

Kill Needless Scripts and Plugins (30 Minutes)

Convert Images to Sprites (30 Minutes)

Improve Your Landing Page Speed: Hard Fixes

Remove Render-Blocking JS and CSS (45 Minutes)

Start Hand-Coding with AMP

Final note: If you’ve built your page with Unbounce, you can skip a lot of this stuff—we make many speed fixes on the back-end automatically. In this post, look for the ‘Building Pages in Unbounce?‘ callout boxes to see if a given fix is something you need to implement.

Look for these callout boxes throughout this post to get Unbounce-specific tips and learn how we automatically optimize your landing pages to make them load super fast.

How to Check Your Landing Page Speed

First things first.

Before you throw on your hard hat and start hitting things with a hammer (both figuratively and literally), it’s important to have some idea of what’s working—and what’s not—on your landing page. That means running a speed audit.

It’s important to point out that, regardless of which speed test you use, you don’t want to get too hung up on your score. Achieving a perfect score is not always technically possible (and it might not even be desirable). Instead, use your results as a general guideline to improve page speed and implement the fixes that make sense for you.

Okay—let’s test them pages.

Run a Google Speed Test

Difficulty: Easy / Estimated Time: 5 Minutes

There are a bunch of great tools for testing your page speed, but why not start with the big dog itself? Google’s PageSpeed Insights is an awesome way to do a quick performance check-up with at-a-glance recommendations. (Ryan Engley, Unbounce’s VP of Product Marketing, explains how to interpret and act on your PageSpeed Insights results in this must-read blog post.) Then there’s Lighthouse, a newer tool from Google that provides a comprehensive analysis of your how your page presents to end users.

You’ll also want to run your page through Google’s Test My Site tool, which will check your speed from a mobile perspective.

Clicking on individual results in PageSpeed Insights will reveal your problematic page elements.

Running a Google speed test should only take a couple of minutes, and the results will help you identify some of the top opportunities to boost your landing page load times.

Try the Unbounce Landing Page Analyzer

Difficulty: Easy / Estimated Time: 5 Minutes

Running a speed test with Google should be your top priority, but PageSpeed Insights doesn’t give results tailored to landing pages. For that, you’ll want to run your page through the Unbounce Landing Page Analyzer, which not only provides feedback on page performance but includes a bunch of advice on creating more effective campaigns and kicking your conversions into overdrive.

Unbounce’s Landing Page Analyzer provides feedback on page speed, but also actionable advice on things like SEO, message match, and mobile-friendliness.

Building Pages in Unbounce? Then you’ll definitely want to give our Landing Page Analyzer a shot. Get best-practice recommendations for conversion optimization and see how your landing pages stack up against others in your industry.

Improve Your Landing Page Speed: Easy Fixes

With your results from both Google and Unbounce, you’ll be well-equipped to move onto the actual work of making your page perform better. It’s time to pick up that hammer.

These fixes should be simple enough for anyone to tackle, regardless of their technical expertise.

Reduce Your Page Content

Difficulty: Easy / Estimated Time: 15 Minutes

We’ve marked this as an easy opportunity to increase your page speed, but it probably won’t feel like that when you start thinking about which elements on your page you can junk. Marketers love big hero shots, beautiful supporting imagery, and fun, animated explainer videos. But how much of that content is actually helping you drive conversions?

Visual content accounts for a huge portion of the size of an average web page—images account for over 20% of web page weight, as pointed out by Kinsta—and each element creates an HTTP request. That’s when your visitor’s browser pings your web server to request the files that make up the elements of your page. Too many calls can be a serious drag on your load time, so one of the simplest ways to improve your page speed is cutting down the number of elements you include.

Look at each piece of content on your page critically, then ask yourself: “Does this spark joy?” “Does this increase conversions?” If you don’t think there are pieces you can toss, try running an A/B test with a slimmed-down version of the page. The results might surprise you.

Bottom line: stick to the fundamentals of good landing page design and try to keep the number of elements (and thus HTTP requests) to a minimum.

Building Pages in Unbounce? We recommend that you keep things pretty lean, but we’d never remove content from your landing page. (Must resist… desire… to do best practices…) This is one optimization that you’ll have to tackle on your own.

Optimize Your Images

Difficulty: Easy / Estimated Time: 30 Minutes

Once you’ve trimmed some elements from your page, you’ll want to optimize the content that made the cut. Poor image optimization is the most common reason for slow page loads, especially for mobile visitors. Fortunately, it’s also one of the easiest issues to fix.

These are some quick tips for shrinking your images and improving your page speed. The goal here should be getting images at least under 800kb, but the smaller we can make them, the better.

Resize your images

It’s easy to chuck a larger image onto your page and rely on your content management system (CMS) to compress it to the appropriate size, but it’ll still be loading at least some of those extra pixels on the back end, and your visitors are going to feel it in the load. When you add an image, make sure it’s the same dimensions that your page will be rendering it.*

*This doesn’t necessarily apply to Unbounce’s retina image support—read up on that here.

Choose the right file type

Most people don’t think too much about the format of the image they’re uploading, but it can have a dramatic effect on page performance. The file types you’re probably most familiar with are JPEG and PNG—and, yes, there are differences.

JPEG is a ‘lossy’ format, which means it’ll lose some data during compression. That typically gives you a smaller file, but it can come at the expense of visual fidelity. Generally, images with significant color variation (say, photographs) perform better as JPEGs, and any dip in quality can usually go undetected.

PNG is ‘lossless,’ so the image’s appearance won’t change when resized, but it tends to make for larger files if there’s significant color variation. PNG is ideal for simple images with defined shapes, like those with text. Saving PNGs in 8-bit (rather than 24-bit, which has a broader color palette) can help shave off some extra bites.

Here are some optimization tips for JPEG and PNG (and GIF, that villain) from Google itself.

Use compression tools

Before your weigh-in, it’s good to run images through a final round of compression. There are plenty of image compression tools on WordPress, as well as some free, standalone ones like TinyPNG. These shrinky gizmos offer a simple way to cut down your image sizes without braving the cursed labyrinth that is Adobe’s export settings. (Hey, I’m a words guy.)

Your takeaways here are:

Ensure your image dimensions match how they’ll actually be displayed

Use JPEG when a slight dip in visual fidelity isn’t the end of the world (like photography), but PNG when it is (images with text and sharp lines)

Compress images to keep the file size as tiny as possible

If you want to take a deeper dive into image optimization, we recommend that you check out this post from Search Engine Land, which goes into detail on making images smaller while keeping them beautiful.

Building Pages in Unbounce? We’ve got you covered. Unbounce’s Auto Image Optimizer shrinks your images as soon as they’re uploaded so you can focus on making the best landing page possible.

Host Your Videos Elsewhere

Difficulty: Easy / Estimated Time: 30 Minutes

Why carry something yourself when you can make someone else carry it for you? That’s my motto for landing pages and life, and it’s why I’m no longer welcome on Unbounce’s company hiking trips.

Hosting videos on your own domain can be great for SEO purposes, but that’s not usually our goal with landing pages. We want everything to load in a flash and give our visitors the best chance to convert. Depending on your hosting solution, though, your videos might be slowing down your page speed, suffering from playback issues, and taking up an uncomfortable amount of server space.

Done properly, transferring videos to a third-party platform can shed some extra load time and help your pages render faster. Consider moving video content to Wistia, YouTube, or Vimeo, then using a light embed technique so that your videos only load heavier playback elements when your visitors actually click on them.

Building Pages in Unbounce? As a disclaimer: Using light embed codes with Unbounce (or any custom code, for that matter) will require some technical knowledge to implement and could, in rare cases, cause issues. Check out this Unbounce community post for more information.

Audit Your Hosting Solution

Difficulty: Easy / Estimated Time: 30 Minutes

Loading speed isn’t just determined by what’s on your landing page. Your web host also has a major influence in how quickly your page rolls out to potential customers.

There are three common models for web hosting:

Shared hosting Generally the most affordable solution, shared hosting is when your website is hosted alongside other sites on a single web server. Everyone draws from common resources (like storage space and processing power), which means—you guessed it—you need to share.

Virtual private server (VPS) hosting This is essentially a mix of both shared and dedicated hosting. With VPS, your website still shares server space with others, but you’ll have dedicated resources that no one else can dip into. The result is more power and flexibility, but it tends to come with a higher price tag.

Dedicated hosting For those who’ve had a traumatic roommate experience (who hasn’t?), dedicated hosting means your website has the server all to itself. More resources, no sharing. That’s great if you’re heavy on digital content and get a ton of traffic, but dedicated hosting is also the most expensive option and requires the technical know-how to set up and maintain your server.

Low-volume websites can generally get by with the cost-effective shared solution, but once your traffic starts to rise, you might not be getting enough juice from your web host to deliver content quickly—and that’s when load times start to suffer. (Give this post from Search Engine Journal a read for a more comprehensive explanation.)

It’s also important to note that the whereabouts of your web server can have a significant impact on your page speed. If you’re not using a content delivery network (CDN; more on this below), you’ll want to make sure that traffic from foreign countries isn’t encountering too much latency.

Think your hosting solution might be impacting your page speed? Run your site through a server speed test like this one from Bitcatcha, and use WebPageTest or Pingdom to see how your quickly your landing page loads in other countries. Depending on the results, you might decide it’s time to upgrade your hosting plan (or change web hosts altogether).

Building Pages in Unbounce? You don’t have to worry about this one—Unbounce’s global hosting solution boasts 99.95% uptime and ensures that your landing pages always have the necessary resources to load super fast.

Implement a CDN

Difficulty: Easy / Estimated Time: 30 Minutes

When your landing page gets a visitor, their web browser pings your server to get the content necessary to build out the page. Simple, right? Everyone downloads your website information from the same place, regardless of their location around the world. Well, that’s usually fine if the visitor is in or close to the country that your web server is located, but when they’re halfway around the globe, chances are they’re going to encounter some latency.

To avoid that, you should look into deploying a CDN, which caches your website across a network of data centers and proxy servers all over the planet. Say your own server is in the United States and someone from Lithuania is trying to visit your landing page. Instead of downloading your content from across the Atlantic, that visitor can pull a cached version from a server nearby.

Setting your website up with a CDN is pretty straightforward and—depending on your traffic—generally affordable. Here’s a list of some popular CDN providers from Mashable.

Building Pages in Unbounce? We’ve got five global data centers supporting the Unbounce CDN, which means your landing pages will load in a flash regardless of where they’re being accessed from.

Improve Your Landing Page Speed: Intermediate Fixes

These next speed fixes are a little trickier, but they should be manageable for marketers with a little technical know-how. Still, a mistake here could mean actual damage to your landing page.

Our recommendation? Do some research, make a backup, and—if you can—consult briefly with a developer on your team. It never hurts to have an experienced colleague to turn to if you get in over your head.

Building Pages in Unbounce? We talk a lot about WordPress through this next section. If you’re using our plugin to publish Unbounce landing pages to a WordPress domain, some of these recommended speed fixes can actually cause technical issues. Don’t hesitate to reach out to us for clarification if you’re ever unsure.

Minify HTML, CSS, and JS

Difficulty: Intermediate / Estimated Time: 15 Minutes

All those lines of HTML, CSS, and JS code that make up your landing page? They’re packed with spaces, line breaks, and other bits of formatting that make it more legible and easier for us to interpret, but each makes your load time just an eensy bit slower—and the web browsers your visitors are using to render your page don’t particularly need them.

With minification, the goal is to cut out all of that extra junk and condense your code so that browsers can read it faster. Here’s an example snippet of Javascript code from Wikipedia:

var array = []; for (var i = 0; i < 20; i++) { array[i] = i; }

After minifying, that code would look something like this:

for(var a=[i=0];++i<20;a[i]=i);

There are plenty of free online tools that will do this for your landing page, like Minify Code, as well as a bunch of WordPress plugins. Be sure to check out this post from Elegant Themes, which is an awesome resource that dives into the many options at your disposal.

Building Pages in Unbounce? Do we minify? We practically invented minifying. (Editor’s note: We did not.) Unbounce compresses all of your code automatically, making your landing page as slim as can be. No coding your pages from scratch and no minifying that code in the background? We’re making this too easy for you.

Enable Browser Caching

Difficulty: Intermediate / Estimated Time: 15 Minutes

The goal with any landing page should be getting prospects to convert the first time they visit, but the reality is that not everyone will. Sometimes, visitors will need some time to think about it: they’ll bounce, do more research, check out some competitors, then come back to your original offer. Browser caching ensures that when they return, your page will load even faster—and that’ll make them more likely to convert.

Not sure if you’ve already got caching enabled? Before you start, run a quick caching check using a tool like this one from GiftOfSpeed.

If your site is built on WordPress, enabling caching is as easy as adding a plugin.* (WordPress is almost too easy, huh?) Check out this list of caching plugins, most of which include quick instructions for getting set up.

*If you’re publishing Unbounce pages to a WordPress domain, these caching recommendations could create big problems. Check with us first.

For those not on WordPress, enabling browser caching on your own is pretty simple if you’re willing to get your hands dirty. For example, on Apache web servers, it comes down to inserting a little bit of code into the .htaccess file on your web host or server: <IfModule mod_expires.c> ExpiresActive On ExpiresByType image/jpg “access 1 year” ExpiresByType image/jpeg “access 1 year” ExpiresByType image/gif “access 1 year” ExpiresByType image/png “access 1 year” ExpiresByType text/css “access 1 month” ExpiresByType text/html “access 1 month” ExpiresByType application/pdf “access 1 month” ExpiresByType text/x-javascript “access 1 month” ExpiresByType application/x-shockwave-flash “access 1 month” ExpiresByType image/x-icon “access 1 year” ExpiresDefault “access 1 month” </IfModule>

This article from Varvy provides a great how-to, as does this one from WinningWP (which discusses enabling browser caching from a WordPress perspective but is applicable more broadly).

If all of this makes you nervous, there’s likely a simpler method for you to set up browser caching. Most web hosts will enable caching for you if you ask. Depending on your hosting solution, it might be as easy as making a phone call. (Although, now that I think about it, that might be more daunting for some of us.)

Building Pages in Unbounce? Seven-day browser caching is enabled on all Unbounce-built landing pages, so this is a speed fix you can comfortably skip. Maybe use this free time to treat yourself to some self-care? You’ve earned it.

Set Up GZIP Compression

Difficulty: Intermediate / Estimated Time: 15 Minutes

When a visitor reaches your landing page, their browser pings your web server to request the files that make up the page and the server transmits them back. Naturally, that process moves faster if the information being sent is compressed to be as small as possible. Here’s where GZIP compression comes in.

(You’ll want to check to see if GZIP compression is already enabled before you get started.)

As with browser caching, the difficulty of setting up GZIP compression is going to be determined by how your website was built. If you use WordPress, you’re in luck: many WordPress plugins will enable GZIP compression for you almost automatically. If you don’t use WordPress, well, we’re headed back into your server.

This article from GTmetrix provides a quick overview of the importance of GZIP compression and how to enable it. With Apache web servers, you’ll need to add this chunk of code to your .htaccess file. <IfModule mod_deflate.c> # Compress HTML, CSS, JavaScript, Text, XML and fonts AddOutputFilterByType DEFLATE application/javascript AddOutputFilterByType DEFLATE application/rss+xml AddOutputFilterByType DEFLATE application/vnd.ms-fontobject AddOutputFilterByType DEFLATE application/x-font AddOutputFilterByType DEFLATE application/x-font-opentype AddOutputFilterByType DEFLATE application/x-font-otf AddOutputFilterByType DEFLATE application/x-font-truetype AddOutputFilterByType DEFLATE application/x-font-ttf AddOutputFilterByType DEFLATE application/x-javascript AddOutputFilterByType DEFLATE application/xhtml+xml AddOutputFilterByType DEFLATE application/xml AddOutputFilterByType DEFLATE font/opentype AddOutputFilterByType DEFLATE font/otf AddOutputFilterByType DEFLATE font/ttf AddOutputFilterByType DEFLATE image/svg+xml AddOutputFilterByType DEFLATE image/x-icon AddOutputFilterByType DEFLATE text/css AddOutputFilterByType DEFLATE text/html AddOutputFilterByType DEFLATE text/javascript AddOutputFilterByType DEFLATE text/plain AddOutputFilterByType DEFLATE text/xml

# Remove browser bugs (only needed for really old browsers) BrowserMatch ^Mozilla/4 gzip-only-text/html BrowserMatch ^Mozilla/4\.0[678] no-gzip BrowserMatch \bMSIE !no-gzip !gzip-only-text/html Header append Vary User-Agent </IfModule>

And again, if this is beyond your comfort zone, your web host will probably help you set up GZIP compression if you ask nicely.

Building Pages in Unbounce? You don’t have to ask us nicely, because we’ve already done it. All Unbounce landing pages are automatically compressed during data transfer. (But be nice to us anyway, alright?)

Kill Needless Scripts and Plugins

Difficulty: Intermediate / Estimated Time: 30 Minutes

WordPress is wonderful in its simplicity. As we’ve seen throughout this article, page speed fixes that might require a front-end developer on a static website can often be achieved by simply installing a WordPress plugin. Want to enable browser caching? Boom, W3 Total Cache.* Need to minify your scripts? Pow, Autoptomize.* Developer, shmeveloper.

But because it’s so easy to add functionality through plugins, WordPress websites have a habit of collecting a lot of them—along with all the of the bits and bites of code that make them work. Those add up.

Take a look at the scripts and plugins you’ve added to your website and decide whether they’re essential to your visitor experience. If they’re not, junking them could help cut some extra seconds off of your load time. (And guess what? There’s a plugin for that.) You can also disable plugins one at a time, then retest your page speed to determine which ones are problematic.

*If you’re publishing Unbounce pages to a WordPress domain, these plugins in particular might start a fire.

Building Pages in Unbounce? This is more of WordPress fix, but it also applies to Unbounce customers that have inserted a bunch of custom scripts onto their landing pages. Learn how the Unbounce Script Manager helps you keep things tidy.

Convert Images to Sprites

Difficulty: Intermediate / Estimated Time: 30 Minutes

If your landing page includes a series of similar-sized images (say, for a client logo bar), you can shorten your load time by combining them into an image sprite, then use CSS to display specific chunks of that sprite at a time. This post from WebFX provides a great step-by-step guide for creating CSS sprites.

Joining smaller images into a larger file might seem counterintuitive, but again, the idea here is to reduce the number of HTTP requests on your page and ultimately make it faster. Each individual image requires its own call—combining images into a single CSS sprite means your page only needs to make one.

Building Pages in Unbounce? We don’t build CSS sprites for you, but you can certainly use them on your Unbounce-built landing pages. Check out our documentation on custom JS and CSS with Unbounce.

Improve Your Landing Page Speed: Hard Fixes

We’re into the scary stuff now.

These are fixes you should absolutely not attempt unless you know what you’re doing or you’ve consulted extensively with a front-end developer. (We even had one of the Unbounce devs fact-check this article, and we’ve never felt smaller.) Proceed with caution.

Remove Render-Blocking JS and CSS

Difficulty: Hard / Estimated Time: 45 Minutes

Those CSS and JS scripts that make your landing page beautiful and enable cool, dynamic functionality? They could be one of the major reasons that your page is loading so slowly. (Bad news for my flashing, neon visitor counter.)

When a web browser runs into CSS or JS in the head of your document, it’ll wait to download and process that content before continuing to render your page’s HTML. That might sound like a good thing from a user experience perspective—after all, we want people to see our landing page as it was intended—but it actually means that visitors can be left waiting on a blank screen while everything loads in the background.

To avoid this, we need to implement techniques for preventing render-blocking CSS and JS on our landing page. (Refer back to your Google PageSpeed Insights results to check if any scripts are slowing down your page load.)

Reduce render-blocking CSS

There are a couple of ways that we can neutralize render-blocking CSS. One option is to defer all CSS until after the HTML has loaded. That’ll certainly improve page speed, but it will also present non-styled content when the visitor first reaches our page. Not ideal.

The other, more preferable option is to defer most style rules until the HTML has been rendered, but inline the CSS necessary to correctly display content above the fold within the HTML. That way, visitors will see the properly-styled content as soon as they hit the page while the rest will load out of view. Pretty sneaky. This is a great tutorial using a real-life example from codeburst.io.

Another page speed opportunity for you here is combining your CSS files. By moving your style rules from several files to just one (or maybe two, tops), you can reduce the number of times that visitors need to ping your web server and improve your landing page load time. Here’s a good resource from GiftOfSpeed on combining and compressing you CSS scripts.

Eliminate render-blocking JS

Like CSS, JS scripts can prevent your landing page from rendering as quickly as you might like. We can avoid that by deploying the defer and async attributes. The former tells the browser to wait until your HTML is rendered before it begins pulling in JS scripts, while the latter asks that JS be downloaded simultaneously without interrupting the HTML download.

An important note is that not all JS scripts are equal: some are critical to the rendering of your page and need to be addressed right out of the gate, so they’ll have to stay at the top. Dareboost does a good job of explaining how to distinguish between critical and non-critical JS, as well as how to implement deferred and asynchronous loading.

Building Pages in Unbounce? Unbounce optimizes for most Google PageSpeed Insights recommendations, including the removal of render-blocking elements. That means you can skip this one.

Start Hand-Coding with AMP

Difficulty: Very Hard / Estimated Time: ∞ Hours

Alright, “∞ hours” is an overstatement, but implementing AMP is no small task. Developed by Google, the AMP project is an entirely new framework with which to build your web pages. The goal? Dramatically improve page speed, especially for mobile users.

AMP is made up of three core components: AMP HTML, AMP JS, and AMP Cache. That means you’ll need to learn new markup, as well as understand the framework well enough to get your landing pages validated and make sure they actually work.

We won’t get into the nitty-gritty of building with AMP here, but the AMP website has a bunch of resources (including tutorials) to help you get started.

Building Pages in Unbounce? No hand-coding AMP pages for you—Unbounce makes it easy to drag and drop together AMP experiences. Choose one of our AMP-optimized templates, load your content, get validated, and start publishing lightning-fast landing pages right away.

Improving your landing page speed can sound intimidating, but even small tweaks will make a big difference for your load times. Tackle the easy stuff first, then move onto more challenging fixes as you get comfortable. And above all, keep testing: seeing your improved speed results after each undertaking will give you the confidence and motivation to move forward.

Or, you know, just build with Unbounce. We automatically handle most of the speed fixes listed (or at least makes them super easy), which saves a ton of time. That means you can focus on what matters: getting more conversions and improving ROI.

from RSSMix.com Mix ID 8217493 https://unbounce.com/landing-pages/increase-landing-page-speed/

[annaxkeating]

Increase Your Landing Page Speed (By Stealing Our Homework)

If you’ve read Unbounce’s 2019 Page Speed Report (and you really should), then you already know why speed is so important this year. Slow-loading landing pages have always been an obstacle to higher conversions, and now Google is punishing poor mobile load times in its search rankings. To be successful in 2019, we—marketers—need to be thinking fast. But are we?

To find out, we polled almost 400 marketers on their attitudes around page speed and asked what (if anything) they were doing to get faster.

Just 56% of marketers are happy with their mobile load times, according to the 2019 Page Speed Report.

Almost three of every four respondents said they had taken steps to improve their page speeds over the last year, and that’s pretty good. Alarmingly, though, only half of marketers we surveyed are satisfied with their load times on mobile.

So most marketers are trying to get faster, but many aren’t where they want to be. Which begs the question: what are people doing to speed up their landing page load times?

Computer, enhance!

Only 39% of marketers have bothered to find out how fast their pages are actually loading. Not great.

Here, we start to see why marketers are somewhat pessimistic about their page speed progress. Just over half have optimized their landing page images—ostensibly one of the simplest ways to speed up your load times—and even fewer have done any of the real technical-sounding things they need to get faster. (I mean, fair, they sound pretty boring to us, too.)

Here’s a doozy, though: just one in three marketers have run a website speed test to find out whether their load times are impacting their conversions. That’s the easiest one!

And hey, we get it. Marketers are being asked to do more than ever before, often with fewer resources. If you’re a small team (or a single person, the smallest of the teams), you might feel you don’t have the time or expertise to meaningfully improve your page speed.

But I’ve gone and done the hard work for you—me, a film school graduate who, until recently, believed that his Apple computer was impervious to viruses. (Hoo boy, it is not.) I’ve spent hours talking to Unbounce developers, reading how-to guides, and generally just bombarding my brain with the most dull, technical page speed information I could get ahold of. (Apologies to said developers.) And if I can get my head around it, there’s no excuse for the rest of you.

Below, I’ve simplified some of the most effective ways to increase your landing page loading times in a guide. For each fix, I’ve indicated the technical difficulty and the estimated time it’ll take, so you know exactly what you’re getting yourself in to. Use the table of contents below to jump to what’s relevant to you, or go ahead and do it all in order.

Jump to a Landing Page Speed Fix

How to Check Your Landing Page Speed

Run a Google Speed Test (5 Minutes)

Try the Unbounce Landing Page Analyzer (5 Minutes)

Improve Your Landing Page Speed: Easy Fixes

Reduce Your Page Content (15 Minutes)

Optimize Your Images (30 Minutes)

Host Your Videos Elsewhere (30 Minutes)

Audit Your Hosting Solution (30 Minutes)

Implement a CDN (30 Minutes)

Improve Your Landing Page Speed: Intermediate Fixes

Minify HTML, JS, and CSS (15 Minutes)

Enable Browser Caching (15 Minutes)

Set Up GZIP Compression (15 Minutes)

Kill Needless Scripts and Plugins (30 Minutes)

Convert Images to Sprites (30 Minutes)

Improve Your Landing Page Speed: Hard Fixes

Remove Render-Blocking JS and CSS (45 Minutes)

Start Hand-Coding with AMP

Final note: If you’ve built your page with Unbounce, you can skip a lot of this stuff—we make many speed fixes on the back-end automatically. In this post, look for the ‘Building Pages in Unbounce?‘ callout boxes to see if a given fix is something you need to implement.

Look for these callout boxes throughout this post to get Unbounce-specific tips and learn how we automatically optimize your landing pages to make them load super fast.

How to Check Your Landing Page Speed

First things first.

Before you throw on your hard hat and start hitting things with a hammer (both figuratively and literally), it’s important to have some idea of what’s working—and what’s not—on your landing page. That means running a speed audit.

It’s important to point out that, regardless of which speed test you use, you don’t want to get too hung up on your score. Achieving a perfect score is not always technically possible (and it might not even be desirable). Instead, use your results as a general guideline to improve page speed and implement the fixes that make sense for you.

Okay—let’s test them pages.

Run a Google Speed Test

Difficulty: Easy / Estimated Time: 5 Minutes

There are a bunch of great tools for testing your page speed, but why not start with the big dog itself? Google’s PageSpeed Insights is an awesome way to do a quick performance check-up with at-a-glance recommendations. (Ryan Engley, Unbounce’s VP of Product Marketing, explains how to interpret and act on your PageSpeed Insights results in this must-read blog post.) Then there’s Lighthouse, a newer tool from Google that provides a comprehensive analysis of your how your page presents to end users.

You’ll also want to run your page through Google’s Test My Site tool, which will check your speed from a mobile perspective.

Clicking on individual results in PageSpeed Insights will reveal your problematic page elements.

Running a Google speed test should only take a couple of minutes, and the results will help you identify some of the top opportunities to boost your landing page load times.

Try the Unbounce Landing Page Analyzer

Difficulty: Easy / Estimated Time: 5 Minutes

Running a speed test with Google should be your top priority, but PageSpeed Insights doesn’t give results tailored to landing pages. For that, you’ll want to run your page through the Unbounce Landing Page Analyzer, which not only provides feedback on page performance but includes a bunch of advice on creating more effective campaigns and kicking your conversions into overdrive.

Unbounce’s Landing Page Analyzer provides feedback on page speed, but also actionable advice on things like SEO, message match, and mobile-friendliness.

Building Pages in Unbounce? Then you’ll definitely want to give our Landing Page Analyzer a shot. Get best-practice recommendations for conversion optimization and see how your landing pages stack up against others in your industry.

Improve Your Landing Page Speed: Easy Fixes

With your results from both Google and Unbounce, you’ll be well-equipped to move onto the actual work of making your page perform better. It’s time to pick up that hammer.

These fixes should be simple enough for anyone to tackle, regardless of their technical expertise.

Reduce Your Page Content

Difficulty: Easy / Estimated Time: 15 Minutes

We’ve marked this as an easy opportunity to increase your page speed, but it probably won’t feel like that when you start thinking about which elements on your page you can junk. Marketers love big hero shots, beautiful supporting imagery, and fun, animated explainer videos. But how much of that content is actually helping you drive conversions?

Visual content accounts for a huge portion of the size of an average web page—images account for over 20% of web page weight, as pointed out by Kinsta—and each element creates an HTTP request. That’s when your visitor’s browser pings your web server to request the files that make up the elements of your page. Too many calls can be a serious drag on your load time, so one of the simplest ways to improve your page speed is cutting down the number of elements you include.

Look at each piece of content on your page critically, then ask yourself: “Does this spark joy?” “Does this increase conversions?” If you don’t think there are pieces you can toss, try running an A/B test with a slimmed-down version of the page. The results might surprise you.

Bottom line: stick to the fundamentals of good landing page design and try to keep the number of elements (and thus HTTP requests) to a minimum.

Building Pages in Unbounce? We recommend that you keep things pretty lean, but we’d never remove content from your landing page. (Must resist… desire… to do best practices…) This is one optimization that you’ll have to tackle on your own.

Optimize Your Images

Difficulty: Easy / Estimated Time: 30 Minutes

Once you’ve trimmed some elements from your page, you’ll want to optimize the content that made the cut. Poor image optimization is the most common reason for slow page loads, especially for mobile visitors. Fortunately, it’s also one of the easiest issues to fix.

These are some quick tips for shrinking your images and improving your page speed. The goal here should be getting images at least under 800kb, but the smaller we can make them, the better.

Resize your images

It’s easy to chuck a larger image onto your page and rely on your content management system (CMS) to compress it to the appropriate size, but it’ll still be loading at least some of those extra pixels on the back end, and your visitors are going to feel it in the load. When you add an image, make sure it’s the same dimensions that your page will be rendering it.*

*This doesn’t necessarily apply to Unbounce’s retina image support—read up on that here.

Choose the right file type

Most people don’t think too much about the format of the image they’re uploading, but it can have a dramatic effect on page performance. The file types you’re probably most familiar with are JPEG and PNG—and, yes, there are differences.

JPEG is a ‘lossy’ format, which means it’ll lose some data during compression. That typically gives you a smaller file, but it can come at the expense of visual fidelity. Generally, images with significant color variation (say, photographs) perform better as JPEGs, and any dip in quality can usually go undetected.

PNG is ‘lossless,’ so the image’s appearance won’t change when resized, but it tends to make for larger files if there’s significant color variation. PNG is ideal for simple images with defined shapes, like those with text. Saving PNGs in 8-bit (rather than 24-bit, which has a broader color palette) can help shave off some extra bites.

Here are some optimization tips for JPEG and PNG (and GIF, that villain) from Google itself.

Use compression tools

Before your weigh-in, it’s good to run images through a final round of compression. There are plenty of image compression tools on WordPress, as well as some free, standalone ones like TinyPNG. These shrinky gizmos offer a simple way to cut down your image sizes without braving the cursed labyrinth that is Adobe’s export settings. (Hey, I’m a words guy.)

Your takeaways here are:

Ensure your image dimensions match how they’ll actually be displayed

Use JPEG when a slight dip in visual fidelity isn’t the end of the world (like photography), but PNG when it is (images with text and sharp lines)

Compress images to keep the file size as tiny as possible

If you want to take a deeper dive into image optimization, we recommend that you check out this post from Search Engine Land, which goes into detail on making images smaller while keeping them beautiful.

Building Pages in Unbounce? We’ve got you covered. Unbounce’s Auto Image Optimizer shrinks your images as soon as they’re uploaded so you can focus on making the best landing page possible.

Host Your Videos Elsewhere

Difficulty: Easy / Estimated Time: 30 Minutes

Why carry something yourself when you can make someone else carry it for you? That’s my motto for landing pages and life, and it’s why I’m no longer welcome on Unbounce’s company hiking trips.

Hosting videos on your own domain can be great for SEO purposes, but that’s not usually our goal with landing pages. We want everything to load in a flash and give our visitors the best chance to convert. Depending on your hosting solution, though, your videos might be slowing down your page speed, suffering from playback issues, and taking up an uncomfortable amount of server space.

Done properly, transferring videos to a third-party platform can shed some extra load time and help your pages render faster. Consider moving video content to Wistia, YouTube, or Vimeo, then using a light embed technique so that your videos only load heavier playback elements when your visitors actually click on them.

Building Pages in Unbounce? As a disclaimer: Using light embed codes with Unbounce (or any custom code, for that matter) will require some technical knowledge to implement and could, in rare cases, cause issues. Check out this Unbounce community post for more information.

Audit Your Hosting Solution

Difficulty: Easy / Estimated Time: 30 Minutes

Loading speed isn’t just determined by what’s on your landing page. Your web host also has a major influence in how quickly your page rolls out to potential customers.

There are three common models for web hosting:

Shared hosting Generally the most affordable solution, shared hosting is when your website is hosted alongside other sites on a single web server. Everyone draws from common resources (like storage space and processing power), which means—you guessed it—you need to share.

Virtual private server (VPS) hosting This is essentially a mix of both shared and dedicated hosting. With VPS, your website still shares server space with others, but you’ll have dedicated resources that no one else can dip into. The result is more power and flexibility, but it tends to come with a higher price tag.

Dedicated hosting For those who’ve had a traumatic roommate experience (who hasn’t?), dedicated hosting means your website has the server all to itself. More resources, no sharing. That’s great if you’re heavy on digital content and get a ton of traffic, but dedicated hosting is also the most expensive option and requires the technical know-how to set up and maintain your server.

Low-volume websites can generally get by with the cost-effective shared solution, but once your traffic starts to rise, you might not be getting enough juice from your web host to deliver content quickly—and that’s when load times start to suffer. (Give this post from Search Engine Journal a read for a more comprehensive explanation.)

It’s also important to note that the whereabouts of your web server can have a significant impact on your page speed. If you’re not using a content delivery network (CDN; more on this below), you’ll want to make sure that traffic from foreign countries isn’t encountering too much latency.

Think your hosting solution might be impacting your page speed? Run your site through a server speed test like this one from Bitcatcha, and use WebPageTest or Pingdom to see how your quickly your landing page loads in other countries. Depending on the results, you might decide it’s time to upgrade your hosting plan (or change web hosts altogether).

Building Pages in Unbounce? You don’t have to worry about this one—Unbounce’s global hosting solution boasts 99.95% uptime and ensures that your landing pages always have the necessary resources to load super fast.

Implement a CDN

Difficulty: Easy / Estimated Time: 30 Minutes

When your landing page gets a visitor, their web browser pings your server to get the content necessary to build out the page. Simple, right? Everyone downloads your website information from the same place, regardless of their location around the world. Well, that’s usually fine if the visitor is in or close to the country that your web server is located, but when they’re halfway around the globe, chances are they’re going to encounter some latency.

To avoid that, you should look into deploying a CDN, which caches your website across a network of data centers and proxy servers all over the planet. Say your own server is in the United States and someone from Lithuania is trying to visit your landing page. Instead of downloading your content from across the Atlantic, that visitor can pull a cached version from a server nearby.

Setting your website up with a CDN is pretty straightforward and—depending on your traffic—generally affordable. Here’s a list of some popular CDN providers from Mashable.

Building Pages in Unbounce? We’ve got five global data centers supporting the Unbounce CDN, which means your landing pages will load in a flash regardless of where they’re being accessed from.

Improve Your Landing Page Speed: Intermediate Fixes

These next speed fixes are a little trickier, but they should be manageable for marketers with a little technical know-how. Still, a mistake here could mean actual damage to your landing page.

Our recommendation? Do some research, make a backup, and—if you can—consult briefly with a developer on your team. It never hurts to have an experienced colleague to turn to if you get in over your head.

Building Pages in Unbounce? We talk a lot about WordPress through this next section. If you’re using our plugin to publish Unbounce landing pages to a WordPress domain, some of these recommended speed fixes can actually cause technical issues. Don’t hesitate to reach out to us for clarification if you’re ever unsure.

Minify HTML, CSS, and JS

Difficulty: Intermediate / Estimated Time: 15 Minutes

All those lines of HTML, CSS, and JS code that make up your landing page? They’re packed with spaces, line breaks, and other bits of formatting that make it more legible and easier for us to interpret, but each makes your load time just an eensy bit slower—and the web browsers your visitors are using to render your page don’t particularly need them.

With minification, the goal is to cut out all of that extra junk and condense your code so that browsers can read it faster. Here’s an example snippet of Javascript code from Wikipedia:

var array = []; for (var i = 0; i < 20; i++) { array[i] = i; }

After minifying, that code would look something like this:

for(var a=[i=0];++i<20;a[i]=i);

There are plenty of free online tools that will do this for your landing page, like Minify Code, as well as a bunch of WordPress plugins. Be sure to check out this post from Elegant Themes, which is an awesome resource that dives into the many options at your disposal.

Building Pages in Unbounce? Do we minify? We practically invented minifying. (Editor’s note: We did not.) Unbounce compresses all of your code automatically, making your landing page as slim as can be. No coding your pages from scratch and no minifying that code in the background? We’re making this too easy for you.

Enable Browser Caching

Difficulty: Intermediate / Estimated Time: 15 Minutes

The goal with any landing page should be getting prospects to convert the first time they visit, but the reality is that not everyone will. Sometimes, visitors will need some time to think about it: they’ll bounce, do more research, check out some competitors, then come back to your original offer. Browser caching ensures that when they return, your page will load even faster—and that’ll make them more likely to convert.

Not sure if you’ve already got caching enabled? Before you start, run a quick caching check using a tool like this one from GiftOfSpeed.

If your site is built on WordPress, enabling caching is as easy as adding a plugin.* (WordPress is almost too easy, huh?) Check out this list of caching plugins, most of which include quick instructions for getting set up.

*If you’re publishing Unbounce pages to a WordPress domain, these caching recommendations could create big problems. Check with us first.

For those not on WordPress, enabling browser caching on your own is pretty simple if you’re willing to get your hands dirty. For example, on Apache web servers, it comes down to inserting a little bit of code into the .htaccess file on your web host or server: <IfModule mod_expires.c> ExpiresActive On ExpiresByType image/jpg “access 1 year” ExpiresByType image/jpeg “access 1 year” ExpiresByType image/gif “access 1 year” ExpiresByType image/png “access 1 year” ExpiresByType text/css “access 1 month” ExpiresByType text/html “access 1 month” ExpiresByType application/pdf “access 1 month” ExpiresByType text/x-javascript “access 1 month” ExpiresByType application/x-shockwave-flash “access 1 month” ExpiresByType image/x-icon “access 1 year” ExpiresDefault “access 1 month” </IfModule>

This article from Varvy provides a great how-to, as does this one from WinningWP (which discusses enabling browser caching from a WordPress perspective but is applicable more broadly).

If all of this makes you nervous, there’s likely a simpler method for you to set up browser caching. Most web hosts will enable caching for you if you ask. Depending on your hosting solution, it might be as easy as making a phone call. (Although, now that I think about it, that might be more daunting for some of us.)

Building Pages in Unbounce? Seven-day browser caching is enabled on all Unbounce-built landing pages, so this is a speed fix you can comfortably skip. Maybe use this free time to treat yourself to some self-care? You’ve earned it.

Set Up GZIP Compression

Difficulty: Intermediate / Estimated Time: 15 Minutes

When a visitor reaches your landing page, their browser pings your web server to request the files that make up the page and the server transmits them back. Naturally, that process moves faster if the information being sent is compressed to be as small as possible. Here’s where GZIP compression comes in.

(You’ll want to check to see if GZIP compression is already enabled before you get started.)

As with browser caching, the difficulty of setting up GZIP compression is going to be determined by how your website was built. If you use WordPress, you’re in luck: many WordPress plugins will enable GZIP compression for you almost automatically. If you don’t use WordPress, well, we’re headed back into your server.

This article from GTmetrix provides a quick overview of the importance of GZIP compression and how to enable it. With Apache web servers, you’ll need to add this chunk of code to your .htaccess file. <IfModule mod_deflate.c> # Compress HTML, CSS, JavaScript, Text, XML and fonts AddOutputFilterByType DEFLATE application/javascript AddOutputFilterByType DEFLATE application/rss+xml AddOutputFilterByType DEFLATE application/vnd.ms-fontobject AddOutputFilterByType DEFLATE application/x-font AddOutputFilterByType DEFLATE application/x-font-opentype AddOutputFilterByType DEFLATE application/x-font-otf AddOutputFilterByType DEFLATE application/x-font-truetype AddOutputFilterByType DEFLATE application/x-font-ttf AddOutputFilterByType DEFLATE application/x-javascript AddOutputFilterByType DEFLATE application/xhtml+xml AddOutputFilterByType DEFLATE application/xml AddOutputFilterByType DEFLATE font/opentype AddOutputFilterByType DEFLATE font/otf AddOutputFilterByType DEFLATE font/ttf AddOutputFilterByType DEFLATE image/svg+xml AddOutputFilterByType DEFLATE image/x-icon AddOutputFilterByType DEFLATE text/css AddOutputFilterByType DEFLATE text/html AddOutputFilterByType DEFLATE text/javascript AddOutputFilterByType DEFLATE text/plain AddOutputFilterByType DEFLATE text/xml

# Remove browser bugs (only needed for really old browsers) BrowserMatch ^Mozilla/4 gzip-only-text/html BrowserMatch ^Mozilla/4\.0[678] no-gzip BrowserMatch \bMSIE !no-gzip !gzip-only-text/html Header append Vary User-Agent </IfModule>

And again, if this is beyond your comfort zone, your web host will probably help you set up GZIP compression if you ask nicely.

Building Pages in Unbounce? You don’t have to ask us nicely, because we’ve already done it. All Unbounce landing pages are automatically compressed during data transfer. (But be nice to us anyway, alright?)

Kill Needless Scripts and Plugins

Difficulty: Intermediate / Estimated Time: 30 Minutes

WordPress is wonderful in its simplicity. As we’ve seen throughout this article, page speed fixes that might require a front-end developer on a static website can often be achieved by simply installing a WordPress plugin. Want to enable browser caching? Boom, W3 Total Cache.* Need to minify your scripts? Pow, Autoptomize.* Developer, shmeveloper.

But because it’s so easy to add functionality through plugins, WordPress websites have a habit of collecting a lot of them—along with all the of the bits and bites of code that make them work. Those add up.

Take a look at the scripts and plugins you’ve added to your website and decide whether they’re essential to your visitor experience. If they’re not, junking them could help cut some extra seconds off of your load time. (And guess what? There’s a plugin for that.) You can also disable plugins one at a time, then retest your page speed to determine which ones are problematic.

*If you’re publishing Unbounce pages to a WordPress domain, these plugins in particular might start a fire.

Building Pages in Unbounce? This is more of WordPress fix, but it also applies to Unbounce customers that have inserted a bunch of custom scripts onto their landing pages. Learn how the Unbounce Script Manager helps you keep things tidy.

Convert Images to Sprites

Difficulty: Intermediate / Estimated Time: 30 Minutes

If your landing page includes a series of similar-sized images (say, for a client logo bar), you can shorten your load time by combining them into an image sprite, then use CSS to display specific chunks of that sprite at a time. This post from WebFX provides a great step-by-step guide for creating CSS sprites.

Joining smaller images into a larger file might seem counterintuitive, but again, the idea here is to reduce the number of HTTP requests on your page and ultimately make it faster. Each individual image requires its own call—combining images into a single CSS sprite means your page only needs to make one.

Building Pages in Unbounce? We don’t build CSS sprites for you, but you can certainly use them on your Unbounce-built landing pages. Check out our documentation on custom JS and CSS with Unbounce.

Improve Your Landing Page Speed: Hard Fixes

We’re into the scary stuff now.

These are fixes you should absolutely not attempt unless you know what you’re doing or you’ve consulted extensively with a front-end developer. (We even had one of the Unbounce devs fact-check this article, and we’ve never felt smaller.) Proceed with caution.

Remove Render-Blocking JS and CSS

Difficulty: Hard / Estimated Time: 45 Minutes

Those CSS and JS scripts that make your landing page beautiful and enable cool, dynamic functionality? They could be one of the major reasons that your page is loading so slowly. (Bad news for my flashing, neon visitor counter.)

When a web browser runs into CSS or JS in the head of your document, it’ll wait to download and process that content before continuing to render your page’s HTML. That might sound like a good thing from a user experience perspective—after all, we want people to see our landing page as it was intended—but it actually means that visitors can be left waiting on a blank screen while everything loads in the background.

To avoid this, we need to implement techniques for preventing render-blocking CSS and JS on our landing page. (Refer back to your Google PageSpeed Insights results to check if any scripts are slowing down your page load.)

Reduce render-blocking CSS

There are a couple of ways that we can neutralize render-blocking CSS. One option is to defer all CSS until after the HTML has loaded. That’ll certainly improve page speed, but it will also present non-styled content when the visitor first reaches our page. Not ideal.

The other, more preferable option is to defer most style rules until the HTML has been rendered, but inline the CSS necessary to correctly display content above the fold within the HTML. That way, visitors will see the properly-styled content as soon as they hit the page while the rest will load out of view. Pretty sneaky. This is a great tutorial using a real-life example from codeburst.io.

Another page speed opportunity for you here is combining your CSS files. By moving your style rules from several files to just one (or maybe two, tops), you can reduce the number of times that visitors need to ping your web server and improve your landing page load time. Here’s a good resource from GiftOfSpeed on combining and compressing you CSS scripts.

Eliminate render-blocking JS

Like CSS, JS scripts can prevent your landing page from rendering as quickly as you might like. We can avoid that by deploying the defer and async attributes. The former tells the browser to wait until your HTML is rendered before it begins pulling in JS scripts, while the latter asks that JS be downloaded simultaneously without interrupting the HTML download.

An important note is that not all JS scripts are equal: some are critical to the rendering of your page and need to be addressed right out of the gate, so they’ll have to stay at the top. Dareboost does a good job of explaining how to distinguish between critical and non-critical JS, as well as how to implement deferred and asynchronous loading.

Building Pages in Unbounce? Unbounce optimizes for most Google PageSpeed Insights recommendations, including the removal of render-blocking elements. That means you can skip this one.

Start Hand-Coding with AMP

Difficulty: Very Hard / Estimated Time: ∞ Hours

Alright, “∞ hours” is an overstatement, but implementing AMP is no small task. Developed by Google, the AMP project is an entirely new framework with which to build your web pages. The goal? Dramatically improve page speed, especially for mobile users.

AMP is made up of three core components: AMP HTML, AMP JS, and AMP Cache. That means you’ll need to learn new markup, as well as understand the framework well enough to get your landing pages validated and make sure they actually work.

We won’t get into the nitty-gritty of building with AMP here, but the AMP website has a bunch of resources (including tutorials) to help you get started.

Building Pages in Unbounce? No hand-coding AMP pages for you—Unbounce makes it easy to drag and drop together AMP experiences. Choose one of our AMP-optimized templates, load your content, get validated, and start publishing lightning-fast landing pages right away.

Improving your landing page speed can sound intimidating, but even small tweaks will make a big difference for your load times. Tackle the easy stuff first, then move onto more challenging fixes as you get comfortable. And above all, keep testing: seeing your improved speed results after each undertaking will give you the confidence and motivation to move forward.

Or, you know, just build with Unbounce. We automatically handle most of the speed fixes listed (or at least makes them super easy), which saves a ton of time. That means you can focus on what matters: getting more conversions and improving ROI.

from Digital https://unbounce.com/landing-pages/increase-landing-page-speed/ via http://www.rssmix.com/

#digital marketing

[archiebwoollard]

Increase Your Landing Page Speed (By Stealing Our Homework)

If you’ve read Unbounce’s 2019 Page Speed Report (and you really should), then you already know why speed is so important this year. Slow-loading landing pages have always been an obstacle to higher conversions, and now Google is punishing poor mobile load times in its search rankings. To be successful in 2019, we—marketers—need to be thinking fast. But are we?

To find out, we polled almost 400 marketers on their attitudes around page speed and asked what (if anything) they were doing to get faster.

Just 56% of marketers are happy with their mobile load times, according to the 2019 Page Speed Report.

Almost three of every four respondents said they had taken steps to improve their page speeds over the last year, and that’s pretty good. Alarmingly, though, only half of marketers we surveyed are satisfied with their load times on mobile.

So most marketers are trying to get faster, but many aren’t where they want to be. Which begs the question: what are people doing to speed up their landing page load times?

Computer, enhance!

Only 39% of marketers have bothered to find out how fast their pages are actually loading. Not great.

Here, we start to see why marketers are somewhat pessimistic about their page speed progress. Just over half have optimized their landing page images—ostensibly one of the simplest ways to speed up your load times—and even fewer have done any of the real technical-sounding things they need to get faster. (I mean, fair, they sound pretty boring to us, too.)

Here’s a doozy, though: just one in three marketers have run a website speed test to find out whether their load times are impacting their conversions. That’s the easiest one!

And hey, we get it. Marketers are being asked to do more than ever before, often with fewer resources. If you’re a small team (or a single person, the smallest of the teams), you might feel you don’t have the time or expertise to meaningfully improve your page speed.

But I’ve gone and done the hard work for you—me, a film school graduate who, until recently, believed that his Apple computer was impervious to viruses. (Hoo boy, it is not.) I’ve spent hours talking to Unbounce developers, reading how-to guides, and generally just bombarding my brain with the most dull, technical page speed information I could get ahold of. (Apologies to said developers.) And if I can get my head around it, there’s no excuse for the rest of you.

Below, I’ve simplified some of the most effective ways to increase your landing page loading times in a guide. For each fix, I’ve indicated the technical difficulty and the estimated time it’ll take, so you know exactly what you’re getting yourself in to. Use the table of contents below to jump to what’s relevant to you, or go ahead and do it all in order.

Jump to a Landing Page Speed Fix

How to Check Your Landing Page Speed

Run a Google Speed Test (5 Minutes)

Try the Unbounce Landing Page Analyzer (5 Minutes)

Improve Your Landing Page Speed: Easy Fixes

Reduce Your Page Content (15 Minutes)

Optimize Your Images (30 Minutes)

Host Your Videos Elsewhere (30 Minutes)

Audit Your Hosting Solution (30 Minutes)

Implement a CDN (30 Minutes)

Improve Your Landing Page Speed: Intermediate Fixes

Minify HTML, JS, and CSS (15 Minutes)

Enable Browser Caching (15 Minutes)

Set Up GZIP Compression (15 Minutes)

Kill Needless Scripts and Plugins (30 Minutes)

Convert Images to Sprites (30 Minutes)

Improve Your Landing Page Speed: Hard Fixes

Remove Render-Blocking JS and CSS (45 Minutes)

Start Hand-Coding with AMP

Final note: If you’ve built your page with Unbounce, you can skip a lot of this stuff—we make many speed fixes on the back-end automatically. In this post, look for the ‘Building Pages in Unbounce?‘ callout boxes to see if a given fix is something you need to implement.

Look for these callout boxes throughout this post to get Unbounce-specific tips and learn how we automatically optimize your landing pages to make them load super fast.

How to Check Your Landing Page Speed

First things first.

Before you throw on your hard hat and start hitting things with a hammer (both figuratively and literally), it’s important to have some idea of what’s working—and what’s not—on your landing page. That means running a speed audit.

It’s important to point out that, regardless of which speed test you use, you don’t want to get too hung up on your score. Achieving a perfect score is not always technically possible (and it might not even be desirable). Instead, use your results as a general guideline to improve page speed and implement the fixes that make sense for you.

Okay—let’s test them pages.

Run a Google Speed Test

Difficulty: Easy / Estimated Time: 5 Minutes

There are a bunch of great tools for testing your page speed, but why not start with the big dog itself? Google’s PageSpeed Insights is an awesome way to do a quick performance check-up with at-a-glance recommendations. (Ryan Engley, Unbounce’s VP of Product Marketing, explains how to interpret and act on your PageSpeed Insights results in this must-read blog post.) Then there’s Lighthouse, a newer tool from Google that provides a comprehensive analysis of your how your page presents to end users.

You’ll also want to run your page through Google’s Test My Site tool, which will check your speed from a mobile perspective.

Clicking on individual results in PageSpeed Insights will reveal your problematic page elements.

Running a Google speed test should only take a couple of minutes, and the results will help you identify some of the top opportunities to boost your landing page load times.

Try the Unbounce Landing Page Analyzer

Difficulty: Easy / Estimated Time: 5 Minutes

Running a speed test with Google should be your top priority, but PageSpeed Insights doesn’t give results tailored to landing pages. For that, you’ll want to run your page through the Unbounce Landing Page Analyzer, which not only provides feedback on page performance but includes a bunch of advice on creating more effective campaigns and kicking your conversions into overdrive.

Unbounce’s Landing Page Analyzer provides feedback on page speed, but also actionable advice on things like SEO, message match, and mobile-friendliness.

Building Pages in Unbounce? Then you’ll definitely want to give our Landing Page Analyzer a shot. Get best-practice recommendations for conversion optimization and see how your landing pages stack up against others in your industry.

Improve Your Landing Page Speed: Easy Fixes

With your results from both Google and Unbounce, you’ll be well-equipped to move onto the actual work of making your page perform better. It’s time to pick up that hammer.

These fixes should be simple enough for anyone to tackle, regardless of their technical expertise.

Reduce Your Page Content

Difficulty: Easy / Estimated Time: 15 Minutes

We’ve marked this as an easy opportunity to increase your page speed, but it probably won’t feel like that when you start thinking about which elements on your page you can junk. Marketers love big hero shots, beautiful supporting imagery, and fun, animated explainer videos. But how much of that content is actually helping you drive conversions?

Visual content accounts for a huge portion of the size of an average web page—images account for over 20% of web page weight, as pointed out by Kinsta—and each element creates an HTTP request. That’s when your visitor’s browser pings your web server to request the files that make up the elements of your page. Too many calls can be a serious drag on your load time, so one of the simplest ways to improve your page speed is cutting down the number of elements you include.

Look at each piece of content on your page critically, then ask yourself: “Does this spark joy?” “Does this increase conversions?” If you don’t think there are pieces you can toss, try running an A/B test with a slimmed-down version of the page. The results might surprise you.

Bottom line: stick to the fundamentals of good landing page design and try to keep the number of elements (and thus HTTP requests) to a minimum.

Building Pages in Unbounce? We recommend that you keep things pretty lean, but we’d never remove content from your landing page. (Must resist… desire… to do best practices…) This is one optimization that you’ll have to tackle on your own.

Optimize Your Images

Difficulty: Easy / Estimated Time: 30 Minutes

Once you’ve trimmed some elements from your page, you’ll want to optimize the content that made the cut. Poor image optimization is the most common reason for slow page loads, especially for mobile visitors. Fortunately, it’s also one of the easiest issues to fix.

These are some quick tips for shrinking your images and improving your page speed. The goal here should be getting images at least under 800kb, but the smaller we can make them, the better.

Resize your images

It’s easy to chuck a larger image onto your page and rely on your content management system (CMS) to compress it to the appropriate size, but it’ll still be loading at least some of those extra pixels on the back end, and your visitors are going to feel it in the load. When you add an image, make sure it’s the same dimensions that your page will be rendering it.*

*This doesn’t necessarily apply to Unbounce’s retina image support—read up on that here.

Choose the right file type

Most people don’t think too much about the format of the image they’re uploading, but it can have a dramatic effect on page performance. The file types you’re probably most familiar with are JPEG and PNG—and, yes, there are differences.

JPEG is a ‘lossy’ format, which means it’ll lose some data during compression. That typically gives you a smaller file, but it can come at the expense of visual fidelity. Generally, images with significant color variation (say, photographs) perform better as JPEGs, and any dip in quality can usually go undetected.

PNG is ‘lossless,’ so the image’s appearance won’t change when resized, but it tends to make for larger files if there’s significant color variation. PNG is ideal for simple images with defined shapes, like those with text. Saving PNGs in 8-bit (rather than 24-bit, which has a broader color palette) can help shave off some extra bites.

Here are some optimization tips for JPEG and PNG (and GIF, that villain) from Google itself.

Use compression tools

Before your weigh-in, it’s good to run images through a final round of compression. There are plenty of image compression tools on WordPress, as well as some free, standalone ones like TinyPNG. These shrinky gizmos offer a simple way to cut down your image sizes without braving the cursed labyrinth that is Adobe’s export settings. (Hey, I’m a words guy.)

Your takeaways here are:

Ensure your image dimensions match how they’ll actually be displayed

Use JPEG when a slight dip in visual fidelity isn’t the end of the world (like photography), but PNG when it is (images with text and sharp lines)

Compress images to keep the file size as tiny as possible

If you want to take a deeper dive into image optimization, we recommend that you check out this post from Search Engine Land, which goes into detail on making images smaller while keeping them beautiful.

Building Pages in Unbounce? We’ve got you covered. Unbounce’s Auto Image Optimizer shrinks your images as soon as they’re uploaded so you can focus on making the best landing page possible.

Host Your Videos Elsewhere

Difficulty: Easy / Estimated Time: 30 Minutes

Why carry something yourself when you can make someone else carry it for you? That’s my motto for landing pages and life, and it’s why I’m no longer welcome on Unbounce’s company hiking trips.

Hosting videos on your own domain can be great for SEO purposes, but that’s not usually our goal with landing pages. We want everything to load in a flash and give our visitors the best chance to convert. Depending on your hosting solution, though, your videos might be slowing down your page speed, suffering from playback issues, and taking up an uncomfortable amount of server space.

Done properly, transferring videos to a third-party platform can shed some extra load time and help your pages render faster. Consider moving video content to Wistia, YouTube, or Vimeo, then using a light embed technique so that your videos only load heavier playback elements when your visitors actually click on them.

Building Pages in Unbounce? As a disclaimer: Using light embed codes with Unbounce (or any custom code, for that matter) will require some technical knowledge to implement and could, in rare cases, cause issues. Check out this Unbounce community post for more information.

Audit Your Hosting Solution

Difficulty: Easy / Estimated Time: 30 Minutes

Loading speed isn’t just determined by what’s on your landing page. Your web host also has a major influence in how quickly your page rolls out to potential customers.

There are three common models for web hosting:

Shared hosting Generally the most affordable solution, shared hosting is when your website is hosted alongside other sites on a single web server. Everyone draws from common resources (like storage space and processing power), which means—you guessed it—you need to share.

Virtual private server (VPS) hosting This is essentially a mix of both shared and dedicated hosting. With VPS, your website still shares server space with others, but you’ll have dedicated resources that no one else can dip into. The result is more power and flexibility, but it tends to come with a higher price tag.

Dedicated hosting For those who’ve had a traumatic roommate experience (who hasn’t?), dedicated hosting means your website has the server all to itself. More resources, no sharing. That’s great if you’re heavy on digital content and get a ton of traffic, but dedicated hosting is also the most expensive option and requires the technical know-how to set up and maintain your server.

Low-volume websites can generally get by with the cost-effective shared solution, but once your traffic starts to rise, you might not be getting enough juice from your web host to deliver content quickly—and that’s when load times start to suffer. (Give this post from Search Engine Journal a read for a more comprehensive explanation.)

It’s also important to note that the whereabouts of your web server can have a significant impact on your page speed. If you’re not using a content delivery network (CDN; more on this below), you’ll want to make sure that traffic from foreign countries isn’t encountering too much latency.

Think your hosting solution might be impacting your page speed? Run your site through a server speed test like this one from Bitcatcha, and use WebPageTest or Pingdom to see how your quickly your landing page loads in other countries. Depending on the results, you might decide it’s time to upgrade your hosting plan (or change web hosts altogether).

Building Pages in Unbounce? You don’t have to worry about this one—Unbounce’s global hosting solution boasts 99.95% uptime and ensures that your landing pages always have the necessary resources to load super fast.

Implement a CDN

Difficulty: Easy / Estimated Time: 30 Minutes

When your landing page gets a visitor, their web browser pings your server to get the content necessary to build out the page. Simple, right? Everyone downloads your website information from the same place, regardless of their location around the world. Well, that’s usually fine if the visitor is in or close to the country that your web server is located, but when they’re halfway around the globe, chances are they’re going to encounter some latency.

To avoid that, you should look into deploying a CDN, which caches your website across a network of data centers and proxy servers all over the planet. Say your own server is in the United States and someone from Lithuania is trying to visit your landing page. Instead of downloading your content from across the Atlantic, that visitor can pull a cached version from a server nearby.

Setting your website up with a CDN is pretty straightforward and—depending on your traffic—generally affordable. Here’s a list of some popular CDN providers from Mashable.

Building Pages in Unbounce? We’ve got five global data centers supporting the Unbounce CDN, which means your landing pages will load in a flash regardless of where they’re being accessed from.

Improve Your Landing Page Speed: Intermediate Fixes

These next speed fixes are a little trickier, but they should be manageable for marketers with a little technical know-how. Still, a mistake here could mean actual damage to your landing page.

Our recommendation? Do some research, make a backup, and—if you can—consult briefly with a developer on your team. It never hurts to have an experienced colleague to turn to if you get in over your head.

Building Pages in Unbounce? We talk a lot about WordPress through this next section. If you’re using our plugin to publish Unbounce landing pages to a WordPress domain, some of these recommended speed fixes can actually cause technical issues. Don’t hesitate to reach out to us for clarification if you’re ever unsure.

Minify HTML, CSS, and JS

Difficulty: Intermediate / Estimated Time: 15 Minutes

All those lines of HTML, CSS, and JS code that make up your landing page? They’re packed with spaces, line breaks, and other bits of formatting that make it more legible and easier for us to interpret, but each makes your load time just an eensy bit slower—and the web browsers your visitors are using to render your page don’t particularly need them.

With minification, the goal is to cut out all of that extra junk and condense your code so that browsers can read it faster. Here’s an example snippet of Javascript code from Wikipedia:

var array = []; for (var i = 0; i < 20; i++) { array[i] = i; }

After minifying, that code would look something like this:

for(var a=[i=0];++i<20;a[i]=i);

There are plenty of free online tools that will do this for your landing page, like Minify Code, as well as a bunch of WordPress plugins. Be sure to check out this post from Elegant Themes, which is an awesome resource that dives into the many options at your disposal.

Building Pages in Unbounce? Do we minify? We practically invented minifying. (Editor’s note: We did not.) Unbounce compresses all of your code automatically, making your landing page as slim as can be. No coding your pages from scratch and no minifying that code in the background? We’re making this too easy for you.

Enable Browser Caching

Difficulty: Intermediate / Estimated Time: 15 Minutes

The goal with any landing page should be getting prospects to convert the first time they visit, but the reality is that not everyone will. Sometimes, visitors will need some time to think about it: they’ll bounce, do more research, check out some competitors, then come back to your original offer. Browser caching ensures that when they return, your page will load even faster—and that’ll make them more likely to convert.

Not sure if you’ve already got caching enabled? Before you start, run a quick caching check using a tool like this one from GiftOfSpeed.

If your site is built on WordPress, enabling caching is as easy as adding a plugin.* (WordPress is almost too easy, huh?) Check out this list of caching plugins, most of which include quick instructions for getting set up.

*If you’re publishing Unbounce pages to a WordPress domain, these caching recommendations could create big problems. Check with us first.

For those not on WordPress, enabling browser caching on your own is pretty simple if you’re willing to get your hands dirty. For example, on Apache web servers, it comes down to inserting a little bit of code into the .htaccess file on your web host or server: <IfModule mod_expires.c> ExpiresActive On ExpiresByType image/jpg “access 1 year” ExpiresByType image/jpeg “access 1 year” ExpiresByType image/gif “access 1 year” ExpiresByType image/png “access 1 year” ExpiresByType text/css “access 1 month” ExpiresByType text/html “access 1 month” ExpiresByType application/pdf “access 1 month” ExpiresByType text/x-javascript “access 1 month” ExpiresByType application/x-shockwave-flash “access 1 month” ExpiresByType image/x-icon “access 1 year” ExpiresDefault “access 1 month” </IfModule>

This article from Varvy provides a great how-to, as does this one from WinningWP (which discusses enabling browser caching from a WordPress perspective but is applicable more broadly).

If all of this makes you nervous, there’s likely a simpler method for you to set up browser caching. Most web hosts will enable caching for you if you ask. Depending on your hosting solution, it might be as easy as making a phone call. (Although, now that I think about it, that might be more daunting for some of us.)

Building Pages in Unbounce? Seven-day browser caching is enabled on all Unbounce-built landing pages, so this is a speed fix you can comfortably skip. Maybe use this free time to treat yourself to some self-care? You’ve earned it.

Set Up GZIP Compression

Difficulty: Intermediate / Estimated Time: 15 Minutes

When a visitor reaches your landing page, their browser pings your web server to request the files that make up the page and the server transmits them back. Naturally, that process moves faster if the information being sent is compressed to be as small as possible. Here’s where GZIP compression comes in.

(You’ll want to check to see if GZIP compression is already enabled before you get started.)

As with browser caching, the difficulty of setting up GZIP compression is going to be determined by how your website was built. If you use WordPress, you’re in luck: many WordPress plugins will enable GZIP compression for you almost automatically. If you don’t use WordPress, well, we’re headed back into your server.

This article from GTmetrix provides a quick overview of the importance of GZIP compression and how to enable it. With Apache web servers, you’ll need to add this chunk of code to your .htaccess file. <IfModule mod_deflate.c> # Compress HTML, CSS, JavaScript, Text, XML and fonts AddOutputFilterByType DEFLATE application/javascript AddOutputFilterByType DEFLATE application/rss+xml AddOutputFilterByType DEFLATE application/vnd.ms-fontobject AddOutputFilterByType DEFLATE application/x-font AddOutputFilterByType DEFLATE application/x-font-opentype AddOutputFilterByType DEFLATE application/x-font-otf AddOutputFilterByType DEFLATE application/x-font-truetype AddOutputFilterByType DEFLATE application/x-font-ttf AddOutputFilterByType DEFLATE application/x-javascript AddOutputFilterByType DEFLATE application/xhtml+xml AddOutputFilterByType DEFLATE application/xml AddOutputFilterByType DEFLATE font/opentype AddOutputFilterByType DEFLATE font/otf AddOutputFilterByType DEFLATE font/ttf AddOutputFilterByType DEFLATE image/svg+xml AddOutputFilterByType DEFLATE image/x-icon AddOutputFilterByType DEFLATE text/css AddOutputFilterByType DEFLATE text/html AddOutputFilterByType DEFLATE text/javascript AddOutputFilterByType DEFLATE text/plain AddOutputFilterByType DEFLATE text/xml

# Remove browser bugs (only needed for really old browsers) BrowserMatch ^Mozilla/4 gzip-only-text/html BrowserMatch ^Mozilla/4\.0[678] no-gzip BrowserMatch \bMSIE !no-gzip !gzip-only-text/html Header append Vary User-Agent </IfModule>

And again, if this is beyond your comfort zone, your web host will probably help you set up GZIP compression if you ask nicely.

Building Pages in Unbounce? You don’t have to ask us nicely, because we’ve already done it. All Unbounce landing pages are automatically compressed during data transfer. (But be nice to us anyway, alright?)

Kill Needless Scripts and Plugins

Difficulty: Intermediate / Estimated Time: 30 Minutes

WordPress is wonderful in its simplicity. As we’ve seen throughout this article, page speed fixes that might require a front-end developer on a static website can often be achieved by simply installing a WordPress plugin. Want to enable browser caching? Boom, W3 Total Cache.* Need to minify your scripts? Pow, Autoptomize.* Developer, shmeveloper.

But because it’s so easy to add functionality through plugins, WordPress websites have a habit of collecting a lot of them—along with all the of the bits and bites of code that make them work. Those add up.

Take a look at the scripts and plugins you’ve added to your website and decide whether they’re essential to your visitor experience. If they’re not, junking them could help cut some extra seconds off of your load time. (And guess what? There’s a plugin for that.) You can also disable plugins one at a time, then retest your page speed to determine which ones are problematic.

*If you’re publishing Unbounce pages to a WordPress domain, these plugins in particular might start a fire.

Building Pages in Unbounce? This is more of WordPress fix, but it also applies to Unbounce customers that have inserted a bunch of custom scripts onto their landing pages. Learn how the Unbounce Script Manager helps you keep things tidy.

Convert Images to Sprites

Difficulty: Intermediate / Estimated Time: 30 Minutes

If your landing page includes a series of similar-sized images (say, for a client logo bar), you can shorten your load time by combining them into an image sprite, then use CSS to display specific chunks of that sprite at a time. This post from WebFX provides a great step-by-step guide for creating CSS sprites.

Joining smaller images into a larger file might seem counterintuitive, but again, the idea here is to reduce the number of HTTP requests on your page and ultimately make it faster. Each individual image requires its own call—combining images into a single CSS sprite means your page only needs to make one.

Building Pages in Unbounce? We don’t build CSS sprites for you, but you can certainly use them on your Unbounce-built landing pages. Check out our documentation on custom JS and CSS with Unbounce.

Improve Your Landing Page Speed: Hard Fixes

We’re into the scary stuff now.

These are fixes you should absolutely not attempt unless you know what you’re doing or you’ve consulted extensively with a front-end developer. (We even had one of the Unbounce devs fact-check this article, and we’ve never felt smaller.) Proceed with caution.

Remove Render-Blocking JS and CSS

Difficulty: Hard / Estimated Time: 45 Minutes

Those CSS and JS scripts that make your landing page beautiful and enable cool, dynamic functionality? They could be one of the major reasons that your page is loading so slowly. (Bad news for my flashing, neon visitor counter.)

When a web browser runs into CSS or JS in the head of your document, it’ll wait to download and process that content before continuing to render your page’s HTML. That might sound like a good thing from a user experience perspective—after all, we want people to see our landing page as it was intended—but it actually means that visitors can be left waiting on a blank screen while everything loads in the background.

To avoid this, we need to implement techniques for preventing render-blocking CSS and JS on our landing page. (Refer back to your Google PageSpeed Insights results to check if any scripts are slowing down your page load.)

Reduce render-blocking CSS

There are a couple of ways that we can neutralize render-blocking CSS. One option is to defer all CSS until after the HTML has loaded. That’ll certainly improve page speed, but it will also present non-styled content when the visitor first reaches our page. Not ideal.

The other, more preferable option is to defer most style rules until the HTML has been rendered, but inline the CSS necessary to correctly display content above the fold within the HTML. That way, visitors will see the properly-styled content as soon as they hit the page while the rest will load out of view. Pretty sneaky. This is a great tutorial using a real-life example from codeburst.io.

Another page speed opportunity for you here is combining your CSS files. By moving your style rules from several files to just one (or maybe two, tops), you can reduce the number of times that visitors need to ping your web server and improve your landing page load time. Here’s a good resource from GiftOfSpeed on combining and compressing you CSS scripts.

Eliminate render-blocking JS

Like CSS, JS scripts can prevent your landing page from rendering as quickly as you might like. We can avoid that by deploying the defer and async attributes. The former tells the browser to wait until your HTML is rendered before it begins pulling in JS scripts, while the latter asks that JS be downloaded simultaneously without interrupting the HTML download.

An important note is that not all JS scripts are equal: some are critical to the rendering of your page and need to be addressed right out of the gate, so they’ll have to stay at the top. Dareboost does a good job of explaining how to distinguish between critical and non-critical JS, as well as how to implement deferred and asynchronous loading.

Building Pages in Unbounce? Unbounce optimizes for most Google PageSpeed Insights recommendations, including the removal of render-blocking elements. That means you can skip this one.

Start Hand-Coding with AMP

Difficulty: Very Hard / Estimated Time: ∞ Hours

Alright, “∞ hours” is an overstatement, but implementing AMP is no small task. Developed by Google, the AMP project is an entirely new framework with which to build your web pages. The goal? Dramatically improve page speed, especially for mobile users.

AMP is made up of three core components: AMP HTML, AMP JS, and AMP Cache. That means you’ll need to learn new markup, as well as understand the framework well enough to get your landing pages validated and make sure they actually work.

We won’t get into the nitty-gritty of building with AMP here, but the AMP website has a bunch of resources (including tutorials) to help you get started.

Building Pages in Unbounce? No hand-coding AMP pages for you—Unbounce makes it easy to drag and drop together AMP experiences. Choose one of our AMP-optimized templates, load your content, get validated, and start publishing lightning-fast landing pages right away.

Improving your landing page speed can sound intimidating, but even small tweaks will make a big difference for your load times. Tackle the easy stuff first, then move onto more challenging fixes as you get comfortable. And above all, keep testing: seeing your improved speed results after each undertaking will give you the confidence and motivation to move forward.

Or, you know, just build with Unbounce. We automatically handle most of the speed fixes listed (or at least makes them super easy), which saves a ton of time. That means you can focus on what matters: getting more conversions and improving ROI.

from RSSMix.com Mix ID 8217493 https://unbounce.com/landing-pages/increase-landing-page-speed/