Cutting Down Page Load Time: Resolutions from Past/Forward

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In the realm of network ad tags, losing weight really comes down to cutting down page load times. That’s why when we wrote our 2016 digital media resolutions, we were sure to discuss the importance of page load.

Here’s the situation: 47% of consumers expect a web page to load in 2 seconds or less and 40% of people abandon a website that takes more than 3 seconds to load. With those stats in mind, some publishers have devoted energy and resources to making their load times quicker than ever. In July, GQ cut its site page load by 80%, and the Washington Post cut its load time by 85%. In August, Vox Media cut its time by half. Not too shabby.

Looking to do the same? Here are some quick tips from Past/Forward that’ll get you started:

  • Streamline any font redundancies and design code.
  • Implement image formatters, like Google’s WebP, to cut image size down.
  • Experiment with ways to cut down on third-party plug-ins.
  • Migrate to a single CMS, if possible.
  • Dedicate a small team of site engineers to reducing unnecessary junk.

For more tips on growing your media site in the coming year, be sure to check out Past/Forward.


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