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Optimize Your Responsive Website Performance To Overcome Mobile Hurdlesby Mark Grannan, May 20, 2014 | Updated: June 16, 2014

For: Application Development & Delivery Professionals

Key TaKeaways

you will Be Blamed If RwD’s Pitfalls Cause Poor site PerformanceMobile network speeds are slow, mobile devices have less horsepower, and RWD forces content over downloading and introduces latency with complex page elements. AD&D leaders will take the blame if the site fails to perform, and therefore must communicate the RWD performance conundrum for mobile to their business partners.

Take Three steps To Optimize Responsive site PerformanceAD&D pros must: 1) measure site performance from the user’s view, 2) optimize the front-end code and delivery, and 3) coordinate across other stakeholders and budgets to create a culture of performance.

Fund Testing and Optimization with eBusiness and Marketing BudgeteBusiness and marketing leaders will be held accountable for the business’ digital conversion rates and revenue, and therefore should be willing to support your optimization investments. Partner with the business to ensure your responsive site looks good and performs well.

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For ApplicAtion Development & Delivery proFessionAls

why ReaD ThIs RePORT

There is an uncomfortable truth about responsive web design: acceptable performance can be a bear to achieve. Responsive web design (RWD) adds the content, tailored fit, and finish for a broad array of devices that marketing, line of business, and customer experience professionals demand, but it can also drag down performance. Your team must take steps to isolate and alleviate responsive performance snags in order to ensure your end users’ experience (and consequently your organization’s bottom line) doesn’t suffer. Forrester has identified three steps that application development and delivery (AD&D) pros should follow to deliver a site that looks good and performs well.

table of contents

warning: RwD amplifies Mobile Performance Problems

Take Three Performance steps To Mitigate Poor Performance

1. measure your performance Before it is too late

2. optimize Front-end Delivery As the easiest Way to improve performance

3. Have A serious performance conversation With other stakeholders

Fund responsive performance investments With eBusiness Budget

WHAt it meAns

Performance Must Be a Baseline Consideration For all web Design

supplemental Material

notes & resources

Forrester interviewed seven vendor companies, including Akamai technologies, Keynote systems, limelight networks, mobify, radware, trilibis, and yottaa.

related research Documents

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six responsive Website project pitfalls And the Best practices For How to Avoid themJanuary 16, 2014

For Blazing Fast Web site performance, caching is KingJanuary 15, 2010

Optimize your Responsive website Performance To Overcome Mobile hurdlesby mark Grannanwith stephen powers, rowan curran, mike Gualtieri, peter sheldon, and steven Kesler

2

2

11

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mAy 20, 2014 UpDAteD: JUne 16, 2014

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optimize your responsive Website performance to overcome mobile Hurdles 2

© 2014, Forrester Research, Inc. Reproduction Prohibited May 20, 2014 | Updated: June 16, 2014

waRnIng: RwD aMPlIFIes MOBIle PeRFORManCe PROBleMs

While your marketing and eBusiness colleagues may want a responsive site, be prepared to take the heat if the site fails to perform. Performance failures are most apparent on mobile for three reasons: 1) cellular connection speeds simply do not match broadband performance, and those that get close represent only 2.9% of mobile connections; 2) mobile devices have slower processors and less memory, limited multitasking, smaller browser caches, and inability to support older content such as Flash; 3) RWD comes with inherent performance tradeoffs.1 Specifically, responsive sites can hurt performance by:

■ Forcing devices to download more content than they will display. All code for the page must load on the device, even if the bulk of the elements will not display or display right away; you may inadvertently cause users to download four to five times more content as will display on a mobile browser. Even though all users will technically suffer from longer download times, mobile is the biggest pain point, and those users on restrictive data plans will not thank you.

■ Making excessive server calls. Multiple CSS files and additional JavaScript (JS) files may be necessary to handle responsive functionality, but also introduce a longer series of page elements to be loaded and parsed by the browser. As each element makes a call to the server, the cumulative latency for these additional calls will slow the site’s downloading and rendering times.

TaKe ThRee PeRFORManCe sTePs TO MITIgaTe POOR PeRFORManCe

Ideally, your design development efforts countered performance barriers from the outset against a prioritized set of device and browser priorities. However, waterfall development environments may push performance issues out to a dedicated QA phase, and fixing those issues will increase time-to-market for your site launch. The last and least favorable scenario is the fire-fighting exercise: your responsive site has gone live and suddenly conversion rates plummet due to long load times, and now your team is on the hook to fix the site performance.

AD&D leaders must take the lead against performance pitfalls — no matter which scenario you find yourself in. Create ongoing and recurring efforts to measure site performance from the user’s view, optimize the code and delivery, and coordinate across other stakeholders and budgets to create a culture of performance.

1. Measure your Performance Before It Is Too late

As the old adage goes “you can’t manage what you can’t measure.” However, we need a better understanding of site performance beyond page-download times. Front-end development teams should focus on two metrics that more closely reflect user experience: 1) time-to-first-render and 2) time-to-first-interaction. These two metrics align perfectly with mobile-user impatience. When




shifting to these new metrics, make sure to measure the old site’s performance and use it as a benchmark for your new responsive design. A new site that performs worse than the old site is the last result your eBusiness colleagues want to see.

While free performance tools can measure existing sites and code (e.g., WebPagetest.org; Chrome Developer Tools) you should investigate commercial solutions to suit team-based, enterprise needs that can uncover performance snags deep inside your stack and how those impact real-world site visitors (see Figure 1). As Ken Harker, senior consultant at Keynote Systems told us, “organizations must understand where to invest in performance, rather than the knee-jerk reaction of blindly adding bandwidth horse power.” At a high-level, you should enable the following measurement and monitoring capabilities:

■ Prerelease: Test the site and connected stack against device and network complications. AD&D pros must test functionality and performance against their prioritized browser and device targets. Functional testing measures quality within the site or app’s codebase and integration points. Performance testing measures performance across browsers, on real or virtualized devices, and on real or virtualized carrier networks (e.g., Keynote allows teams to leverage live 3G and 4G mobile devices to understand page and element load times on real devices).2 Additionally, collaborative efforts between CX and AD&D teams should support user feedback management on prerelease experiences.3

■ Post-release: Monitor performance to understand customer experience impacts. Once you’ve launched your site, performance flaws may quickly flood your contact center with calls. AD&D leaders should partner with eBusiness, marketing, and customer experience professionals to monitor key metrics across technical, engagement, and business metrics categories. Most commercial solutions (for development teams) to measure these key performance indicators (KPIs) fit into the application performance management (APM) and real user monitoring (RUM) siloes; but, increasingly, cloud-based mobile and web analytics solutions target non-developers because they can operate without significant integration.4




Figure 1 Mobile Web Testing And Monitoring Solutions Vendors

Source: Forrester Research, Inc.115962

*This list is meant to be used as a high level guide, not an exhaustive view of the market.Not listed here: testing/monitoring service providers

Category

Prelaunch testing: Post-launch monitoring:

Focus

Functionality and beta testing,performance (network and device) testing,and user acceptance testing

Website performance, real user monitoring,engagement, and business metric tracking

AdobeAppurifyBorland/MicrofocusCloudMonkeyCompuwareElectric PlumExperitestHPHubspotKeynoteMobileLabsParasoftPerfecto MobileSauceLabsShunraSOASTATestPlantXamarin

AdobeAkamaiBorland/MicrofocusCapptainClickTaleClickyCompuwarecomScoreFlurryForeSeeGoogleHPIBMKeynoteKontagentMedioNewRelicPerfectoParasoftRadwareWebtrends

2. Optimize Front-end Delivery as The easiest way To Improve Performance

AD&D leaders must look to optimize the code and code delivery. Forrester has heard from vendors and users alike that up to 80% of performance issues sit with the front-end, and therefore must be the primary target for optimization efforts. Front-end optimization (FEO) is achieved either in-house with free web server solutions (e.g., ModPageSpeed from Google) or via automated, commercial solutions across a variety of deployment methods (see Figure 2). Regardless of the model, AD&D pros should carry their time-to-first-render and time-to-first-interaction focus going forward, as FEO product leaders told Forrester that they consistently deliver 20-40% page load improvement, but 500-600% improvement in time-to-first-render! Both automated and in-house FEO deliver performance with three primary tactics:




■ Use fewer trips. If you understand the number and order of elements in a page and the distance your content must travel, you’ll quickly see the conundrum. The number of elements amplifies the latency of mobile carrier networks, the middle mile transport networks, and the web server. Improve rendering times by combining multiples CSS and JS elements (e.g., compress files and delete white space with GZip), or combining images (e.g., CSS sprites) to reduce the number of roundtrip calls you make back to the server.

■ Prioritize the order of the elements. By focusing on above-the-fold content, the site visitor sees loading progress sooner and gains a quicker time-to-first-interaction. Once the content above the fold loads, the rest of the page content, ads, and scripts should continue to load asynchronously (one element can begin before the other finishes). Loading prioritization is especially important for grids, such as a search result of hundreds of products on a commerce site. Pre-fetching can take this idea one step further by predicting what content or page you will access next and download behind the scenes.

■ Send the right-sized rich-media content. Compressing code will save a few bytes, but the truth is images make up more than 50% of page weight for almost 70% of responsive sites.5 Reducing the image weight with resizing and variable compression techniques — as appropriate to screen size and resolution — significantly reduces time-to-first-render and time-to-first-interaction. Your digital asset management (DAM) solution may also tackle the image resolution problem with multiple versions or dynamic rendering (e.g., Adobe’s Scene7 solution offers dynamic media capabilities).6

Front-end optimization is considered a “break-fix” solution, whereas another tactic improves performance from the outset: send only device-appropriate content (i.e., responsive design plus server side components [RESS]). RESS speeds up responsive site performance by pushing content display decisions back to the server — before the content is sent. Although commercial solutions facilitate the device profiling and web server processing necessary for RESS (e.g., Snow from Trilibis Mobile), this tactic may be overly laborious to build in upfront and it becomes a slippery slope toward standalone mobile design. Are your development budget and skills unable to tackle RESS? Don’t worry; FEO solutions fill much of the same niche as RESS, as Kent Alstad, VP at Radware, told us, “We’re ‘responsive delivery’ in a sense. We make sure all the correct HTML constructs get to the browser in the optimal order, for example, by delaying the HTML that is not necessary for above-the-fold rendering, we’re prioritizing the experience for a given device.”




Figure 2 Commercial FEO Solution Provider Profiles


Product/service:

Aqua Ion

Target user audience and capabilities:

Akamai’s Aqua Ion offering is a proxy solution targeted at enterprise retail and media sites that need to workin conjunction with additional CDN capabilities. Aqua Ion optimizes front-end code delivery in real time,preventing the download of hidden images, but does not make decisions to omit excessive HTML content.Images can be rendered on the �y to provide the appropriate resolution and �le size (via separate offering),and prede�ned device-speci�c experiences are delivered based on device detection and RESS capabilities.

Number enterprise Ionclients: (2013 year-end)

196 Company name Akamai Technologies, Inc.

Product/service debut October 2012

Corporate status Publicly traded

On-premises N

Number of employees 3,900+

SaaS/cloud/term license Y

Headquarters Cambridge, MA

Pay-as-you-go, i.e.,utility

Related products Image converter;Dynamic Site AcceleratorN

Enterprise support (24x7) availability

Y

Key enterprise FEOclients

M&M Direct, Digikey,Ozsale, Build.com, andBluestem

Product/service:

CloudFlare optimizer


CloudFlare optimizer is a proxy FEO solution that is targeted at single users, up to enterprise customers, butreserves higher end features like mobile optimization and dynamic content acceleration for premium paidplans. CloudFlare’s optimizer solution is complemented by a portfolio of network solutions including: websecurity, CDN, analytics, and a web apps marketplace.

Number enterprise FEOclients: (2013 year-end)

(does not disclose) Company name CloudFlare

Product/service debut 2009

Corporate status Private, VC funded

On-premises N

Number of employees 100+

SaaS/cloud/term license Y (tiered offering: free, pro,business, enterprise)

Headquarters San Francisco, CA


Related products CloudFlare CDN, security,analytics, apps, and“Railgun”

N

Enterprise support(24x7) availability

Y (under enterprise plan)


eHarmony, Nasdaq, andSurveyMonkey




Figure 2 Commercial FEO Solution Provider Profiles (Cont.)


Product/service:

Web and cloud application delivery service


The Instart Logic application delivery service is built with a cloud-hosted server platform and a client-side virtualization layer. This architecture enables capabilities, which today include image streaming, image resizing, and HTML streaming. ‘Intelligent’ streaming allows for web page interaction with only a partial download. The client-side virtualization layer 'paints' assets in increasingly higher �delity, but does not degrade image quality once the page has fully loaded. The solution is targeted at online retailers, media companies and SaaS providers that are looking for an alternative to pure server side FEO and CDN services to boost digital performance.

Number enterprise clients: 2013 year-end)

(does not disclose) Company name Instart Logic

Product/service debut: 2013


On-premises N

Number of employees 80+


Headquarters Mountain View, CA


Related products Distributed Cloud Service

N


Y

Key enterprise (delivery)clients

Washington Post, OmniHotels and Resorts

Product/service:

Orchestrate Performance


LimeLight Networks’ Orchestrate Performance solution is a cloud-based offering targeted at enterprisecustomers who need the bene�ts of private network infrastructure and additional CDN capabilities.Orchestrate Performance uses the gamut of front-end optimization techniques, but does not makedesign/display solutions. Orchestrate Performance is deployed solely as a cloud solution and iscomplemented by the rest of the Orchestrate family of offerings (delivery and cloud storage).

Number enterprise FEOclients (2013 year-end)

(does not disclose) Company name Limelight Networks

Product/service debut 2009 (as Limelight SITE)


On-premises N

Number of employees 482

Headquarters Tempe, AZ

Related products Limelight Orchestrate suite:performance, delivery, andcloud storage


Y Key enterprise FEOclients

Ocean Spray, Swiss RE,Doosan, and Allianz



N






Product/service:

Website engagement accelerator


Mobify’s FEO service is targeted at enterprise eCommerce companies that may be looking for an alternative to proxy FEO solutions. Website Engagement Accelerator side-loads JavaScript with optimization instructions, which then acts as a virtualization layer between browser and server. The Website Engagement Accelerator’s offering adds analytics and monitoring capabilities in addition to FEO, and Mobify’s broader offering focus on responsive and adaptive templating.

Number enterprise FEO clients (2013 year-end)

15 Company name Mobify

Product/service debut 2013 (Q2, 2014 as a standalone service)

Corporate status Private

On-premises N


SaaS/cloud/term license Y — Tiered SMB/Enterprise monthly plans.

Headquarters Vancouver, BC

Pay-as-you-go, i.e., utility

Related products Responsive and adaptive templating and deployment solutions

N Key enterprise FEOclients

Superdry; Lululemon; Crocs


Y

Product/service:

FastView


FastView is a proxy FEO service that is targeted at enterprises with complex deployment needs (e.g., data center appliance in one region, used in conjunction with CDN services in another region).FastView focuses on pure FEO tactics and does not alter HTML content. FastView complements Radware’s other monitoring, security, and load balancing solutions.

Number enterprise FEO clients (2013 year-end)

143 Company name Radware

Product/service debut 2008 (as Strangeloop Site Optimizer)


On-premises Y

Number of employees 800 (approx.)

Headquarters Mahwah, New Jersey, USA

Related products Radware APM, Alteon ADC, Radware AMS,


Y


(does not disclose)

SaaS/cloud/term license Y (monthly is shortest contract)

Pay-as-you-go, i.e., utility

Y (usage pricing is traf�c or compute based)






Product/service:

Stingray Aptimizer


Riverbed’s Stingray Aptimizer offering delivers full FEO capabilities and is targeted at enterprise clients thathave complex websites, portal, or application needs, particularly those running SharePoint or asp.NETservers. Aptimizer can be deployed as a proxy solution, or a licensed extension of Riverbed’s traf�cmanager solution.


(does not disclose) Company name Riverbed Technology

Product/service debut 2008 (as Aptimize)


On-premises Y

Number of employees 1,800


Headquarters San Francisco, CA


Related products “Steelhead” (TCP/ routingoptimization)Y


(does not disclose)


Y

Product/service:

Yottaa


Yottaa is a proxy FEO solution targeted at marketing professionals that need to increase conversion rates.Yottaa’s FEO service sequences page element rendering and delivery, and can additionally make contentoptimization decisions based on user interactions based on the visitor browser, device, or location. Yottaa’scustomers are typically retailers, media, B2B services, and �nancial services companies.


100+ Company name Yottaa, Inc.

Product/service debut 2012


On-premise N


Headquarters Boston, MA

Related products NA


Y


Clarks, Bayer, BNY Mellon

SaaS/cloud/term license Y — Tiered SMB/Enterpriseannual plans.


N (part of tiered, annualoffering)




3. have a serious Performance Conversation with Other stakeholders

AD&D leaders should expand the “beyond-break-fix” mentality by promoting best practices outside of the development domain. Optimization conversations should move upstream into design, sideways into data center architecture, and closer to the customer with local content caching AD&D will be able to ensure a fully optimized web experience. Start AD&D’s crusade for performance with three key conversations:

■ Discuss web-fonts, vector images and plug-in alternatives with UI/UX designers. Encourage design-decision-makers to leverage native web-centric fonts, graphics, and video/rich media codecs — if your target audience’s primary browser does not prevent it (i.e., IE 7 does not support HTML5) — in order to drive page weight down and more consistent experiences. Examples include using open source web fonts (e.g., Google Fonts) instead of true type fonts, as open font files can be 20-50% smaller than true type font files.7

■ Approach application-call bottlenecks with back-end architects. AD&D leaders charged with front-end optimization for dynamic sites will encounter database and application servers’ shortcomings (i.e., inability to support peak traffic loads). Open lines of communication with your back-end colleagues to address application and data architectures and possibly investigate cloud deployment options to leap-frog internal data center constraints.

■ Consider global speeds and cached content with network engineers and CDN partners. If your site is accessed around the world then front-end optimization will never fully address transportation latency. First, work with your network engineers to understand server side constraints and potential performance appliance solutions. Second, open discussions with CDN providers — many of whom deliver FEO capabilities — that provide smart packet routing, cloud hosting, and locally cached content to meet disparate geographical needs.

Fund Responsive Performance Investments with eBusiness Budget

RWD project leaders may find themselves up against a deadline to launch a site or push an update. If you’re in these shoes, it’s unlikely you will have all of the resources and skills necessary to tackle performance optimization holistically. Conversely, eBusiness leaders and marketers must meet executive expectations from this investment such as increased traffic, conversions, and revenues while lowering call-center burdens and negative customer feedback. AD&D leaders can leverage the business’ mandate to fund their own needs.

Hitch your performance monitoring efforts to line of business or marketing’s analytics and attribution (measuring the source of successes and failures) efforts. Because these efforts are inherently linked, preach a little of the ‘holistic performance measurement’ gospel and your measurement efforts will ride along with your business colleagues’ investments. Beyond measurement, AD&D leaders can rely on eBusiness leaders’ commitment to the bottom line to fund FEO efforts. As Jason Thibeault, senior




director of marketing strategy at Limelight Networks told us, “It’s a matter of translation. If you’re speaking to IT, time-to-first-render and time-to-first-interaction are the metrics to focus on. If you’re speaking to marketing, then focus on conversions and bounce rates.” By partnering with the business, you can ensure your responsive site looks good and performs well.

W h at I t M e a n s

PeRFORManCe MusT Be a BaselIne COnsIDeRaTIOn FOR all weB DesIgn

Without exception, website experiences must meet customers’ performance expectations. Your customer will simply abandon the site if the content takes too long to render, and this impatience will only get stronger. As Guy Podjarny, CTO of Akamai Web Experience told us, “The problem of designing against device fragmentation challenges and keeping them performant is only increasing. User tolerance of performance issues is going down especially when you want to mimic more natural interaction (touch, speech, wearables, etc.), which is expected to be almost instantaneous.”

suPPleMenTal MaTeRIal

Companies Interviewed For This Report

Akamai

CloudFlare

Instart Logic

Keynote Systems

Limelight Networks

Mobify

Radware

Riverbed Technology

Trilibis

Yottaa

enDnOTes1 Cisco’s Visual Networking Index shows that the average mobile connection speed will surpass 2 Mbps by

2016, while 4G connections represented only 2.9% of mobile connections today in 2013. Whereas, Akamai’s State of the Internet findings show that the global broadband average was already at 3.6 Mbps as of Q3, 2013. Source: “Cisco Visual Networking Index: Global Mobile Data Traffic Forecast Update, 2013–2018,” Cisco Systems, February 5, 2014 (http://www.cisco.com/c/en/us/solutions/collateral/service-provider/visual-networking-index-vni/white_paper_c11-520862.html) and “The State of the Internet,” Akamai Technologies, 2013 (http://www.akamai.com/dl/akamai/akamai-soti-q313.pdf?WT.mc_id=soti_Q313).

2 Across the functional and performance testing landscape, solution providers include: Adobe, Calabash, Compuware, Experitest, Gorilla Logic, HP, Apsalar, Keynote, Parasoft, Perfecto Mobile, Sauce Labs, Shunra Software, SmartBear Software, Soasta, and TestPlant. See the February 20, 2014, “A Benchmark To Drive Mobile Test Quality” report.






3 Mobile feedback management tools help development teams to set up small groups of users, distribute applications, collect feedback, and collect technical analytics, including crash reports and sessions. Examples of feedback management solutions include App47, HockeyApp, and TestFlight. See the November 18, 2013, “Measuring Mobile Apps” report.

4 APM tools collect a broad swath of user experience data in addition to device-specific technical measurements. Examples of mobile performance monitoring tools include Compuware APM, Crittercism, HP Real User Monitoring, and New Relic Mobile Application Monitoring. Mobile analytics solutions collect device, engagement, and even app store data.

Mobile analytics solutions operate in parallel, but measurement data is packaged and organized at a higher level than APM tools or testing tools and delivered with prepackaged reports and dashboards. Many mobile analytics solutions are delivered as cloud-based services and are designed to just drop into existing mobile apps. Examples include Adobe Analytics, Apsalar In-App Analytics, Artisan Optimize, Bango Analytic, Capptain Analytics, ClickTale, Crittercism, Distimo App Analytics and AppIQ, Flurry Analytics, Foresee, Google Universal Analytics, IBM Tealeaf CX Mobile, Localytics, Medio Measure, and Webtrends Mobile Measurement. See the November 18, 2013, “Measuring Mobile Apps” report.

5 Trilibis Mobile conducted a review of 155 responsive sites in early 2014. The research then correlated image weight as a percent of page weight. Sixty-nine percent of sites fell into the 50-70% bucket. Source: Trilibis Mobile. (http://www.trilibis.com/).

6 See Adobe’s Scene7 product page. Source: Adobe (http://www.adobe.com/solutions/web-experience-management/dynamic-media.html).

7 Source: Miguel Sousa, “The Benefits Of OpenType/CFF Over TrueType,” Adobe Blogs, December 2, 2010 (http://blogs.adobe.com/typblography/2010/12/the-benefits-of-opentypecff-over-truetype.html).



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