15 minute read
First Price Auctions to Sell Ad Inventory
by Paige Owen
It’s no secret a faster loading site equals happier users and a more seamless site experience. Happier users can lead to more page visits, more traffic, and ultimately more revenue. But what can be elusive is getting your site to that less than 3-second page load time. Why is this number so important? Half of all internet users tend to abandon a site if it still has not loaded after 3 seconds. A pretty devastating statistic for any website owner.
There are a lot of guides out there that provide every option imaginable for improving site performance. These guides can be a bit overwhelming to even read, let alone tackle if you’re not a developer. The goal of these posts is to provide concrete, actionable tips to boost performance that won’t require a complete overhaul of your site.
This brings us to our first tip – updating your site to HTTP2. This update is a no-brainer for improving your site’s performance.
HTTP2 is the newest version of the web page protocol and fixes many performance issues of its predecessor HTTP1.1 including:
So what does all of this amount to? Here is a video from Imagekit.io showing the increased performance of HTTP2 vs HTTP1.1. as it loads two images broken down into 100 small tiles.
Pretty impressive, right? HTTP2 clearly beats out HTTP1.1 in performance.
Technically, HTTPS is not mandatory for HTTP2 to function, although it’s highly recommended (read our post on why you should migrate to HTTPS here). Two of the largest web browsers, Chrome and Firefox, will only accept HTTP2 over a TSL(SSL) connection. Meaning if you really want to take advantage of the performance benefits HTTP2 protocol, it’s best to upgrade to HTTPS too. Here’s a full list of browsers and their support for HTTP2.
The HTTP developers maintain a working doc of all known implementations on Github. For many sites using services like Cloudflare, HTTP2 is automatically enabled for any users accessing your site via TLS/SSL. Check-in on the benefits of your CDN to ensure the most up-to-date protocol is enabled.
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