How Hosting Affects Your Website Speed

Why Hosting Matters
  1. Why Website Speed is Important
  2. How to Check & Monitor Your Website Speed
  3. How Websites Slowdown
  4. Optimizing Static Vs Dynamic Sites
  5. How Hosting Affects Your Website Speed

When people talk about optimization they usually focus on the front end. That means focusing on things like the HTML code, combining CSS files, deferring JavaScript files, and optimizing images. These are all very useful techniques but they're also the easiest techniques to implement.

It’s important to remember that hosting directly affects the initial page load. And it's worth investigating even if it is incredibly time-consuming and possibly expensive to change.

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Optimizing Static Vs Dynamic Sites

Static vs Dynamic Sites
  1. Why Website Speed is Important
  2. How to Check & Monitor Your Website Speed
  3. How Websites Slowdown
  4. Optimizing Static Vs Dynamic Sites
  5. How Hosting Affects Your Website Speed

I love talking about speeding up WordPress websites. But before we go any further it's important to know that there are two broad types of sites:

  1. Static
  2. Dynamic

And before we optimize things left & right you should know that some techniques work really well for one type of website and won't work for the other type.

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How Websites Slowdown

How Websites Slowdown
  1. Why Website Speed is Important
  2. How to Check & Monitor Your Website Speed
  3. How Websites Slowdown
  4. Optimizing Static Vs Dynamic Sites
  5. How Hosting Affects Your Website Speed

Speeding up your website is exciting but before you start adding a caching plugin to your site it’s good to think about the whole process of building a web page. Because each part of building and rendering a web page can be done efficiently and fast OR inefficiently and slow.

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How to Check & Monitor Your Website Speed

How to Check & Monitor Your Speed
  1. Why Website Speed is Important
  2. How to Check & Monitor Your Website Speed
  3. How Websites Slowdown
  4. Optimizing Static Vs Dynamic Sites
  5. How Hosting Affects Your Website Speed

One of my favorite things to do is collect data. I love collecting ALL the data because you never know when you need it and if you collect it you'll always have it when someday you could find a use for it. This brings me to one of my favorite quotes:

“What gets measured gets improved.”

Robin S. Sharma (inspired by Peter F. Drucker)

There’s some truth to this. And lucky for us website speed is easy to measure, breakdown, and analyze. And this is important because what works for one site might not work for another. So if you're looking to improve your site speed we always want to measure & confirm our sites are getting faster.

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Why Website Speed is Important

Why Website Speed is Important
  1. Why Website Speed is Important
  2. How to Check & Monitor Your Website Speed
  3. How Websites Slowdown
  4. Optimizing Static Vs Dynamic Sites
  5. How Hosting Affects Your Website Speed

You've built a website – congratulations! Now you can venture on the eternal quest to optimize it (speed it up).

Why is website speed important? The one-sentence summary is: No one wants to wait

The less time people have to wait, the more time they have to browse your site and convert — whether that means filling out a lead generation form or checking out on your eCommerce store.

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Announcing the Quantity vs Quality SEO Challenge

Announcing the Quantity VS Quality SEO Challenge

I’ve been working in the WordPress and online marketing world since 2009. In that time, I’ve seen little blogs and individual posts blow up and become big deals. 

I’ve also seen a more organized SEO research-driven approach at Nexcess, LinkedIn Learning, and WooThemes. 

Their process involves finding the perfect:

  • Keywords
  • Article Length 
  • Images 
  • Linking strategy

The goal is to increase a piece of content’s SEO value and draw more traffic — and the bigger the organization, the more strategies and tools are used.

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Product Marketing Manager for Nexcess

Product Marketing Manager

It's a new year and I have a new job.

I'm proud to say I'm joining the Liquid Web / Nexcess team as a Product Marketing Manager for WooCommerce.

What A Product Marketing Manager Does

If you're in the IT space you might know what that person does – but more than likely you don't. So let me explain why I'm so excited.

A product manager (which is a different role) decides what to build and they make sure the engineering team does so. So after a product manager you will have a list of features.

  • Feature 1
  • Feature 2
  • Feature 3
  • Feature 4

Of course some features are more important than others so what a product marketing manager does is figure out which features we want to talk about, which ones we need to highlight, and which ones we need to highlight multiple times.

  • Feature 1
  • Feature 2
  • Feature 3
  • Feature 4
  • and don't forget Feature 2!

In short a product marketing manager helps with the strategy about how you speak about a thing. And I'll be talking about our Managed WooCommerce hosting.

Why I Got On Board

I've had a few conversations with hosting companies over the years and I've been tempted but never pulled the trigger. With Liquid Web / Nexcess they're doing something I'm really excited about and that are their new Managed WooCommerce hosting plans.

It's my 3rd week on the job and at the end of my 2nd week we launched our brand new plans.

Managed WooCommerce Hosting plans on Nexcess.net
Managed WooCommerce Hosting plans on Nexcess.net

Managed WooCommerce Hosting

In the WordPress world we've have Managed WordPress hosting for quite some time. I think I got my first managed hosting account back in 2012 or 2013. And they're great.

  • They update your plugins
  • They update WordPress
  • They proactively remove or patch plugins with security vulnerabilities
  • They optimize the speed & performance of your site
  • and a whole lot more

They turn WordPress from something you have to maintain into something that just works. And that's magical.

Liquid Web announced a Managed WooCommerce plan back in 2018 and they focused exclusively on speed & performance. They were amazing for established stores that have a bit of money to spend.

What's new is they just announced a $19/month entry level plan. This means for $20 a month you can run your own WooCommerce store and have Nexcess manage it for you. That means you can focus on your business while we take care of the boring updates.

What's the Deal with Nexcess / Liquid Web

You're probably a little confused about the difference between Nexcess and Liquid Web. The short story is Nexcess is now a Liquid Web brand and they're putting their Managed WordPress & Managed WooCommerce hosting under that brand.

In 2020 you'll see Liquid Web / Nexcess promoted at WordCamps and moving forward you'll likely see just Nexcess promoted at WordCamps.

New Challenges

I've been working for myself for 3 years and it's been great. I now get to work more closely with awesome people on the Liquid Web / Nexcess team. And I get to focus on what I do best.

I love articulating what people want and trying to write messaging for them. So I'm very excited for this next challenge.

Making a Product: One Year In

Making a Product One Year In

This is post 6 of 6 in the series “Making a Product”

  1. Building My Own Product
  2. Pricing & Manufacturing My Product
  3. The Difference Between a Game and a Product
  4. Make Something Remarkable
  5. Respect The Process
  6. Making a Product: One Year In

Last year I committed to building a physical product. And I did this because I understand the people who get into eCommerce. I want know what state of mind they're in, how they handle their finances, and what they do before they even start building an eCommerce site.

Last year I promised to get a product ready to launch on Kickstarter:

By the end of 2018 I want to have a product ready to go. I know the publishing and/or Kickstarter process can be long so by the end of 2018 I want to be ready to go under contract with a publisher or be ready to start planning my own Kickstarter campaign.

And I'm going to officially mark that goal as complete. I'm planning to launch my product on Kickstarter February 5th.

More than just having a product ready to go I learned a lot about:

  • How product development isn't perfectly linear
  • The importance of building an audience around your product
  • How a tiny mistake can cost hundreds or thousands of dollars
  • How every piece of data about pricing seems to contract every other piece and you just have to guess.
  • The insane amount of time you have to spend marketing

Product Development

Before we start talking about manufacturing and order minimums let's just talk about making the product itself.

Product Development includes the initial idea of the product, creating a prototype, and iterating on the product. I started product development over a year and wrapped up most of the development ~6 months ago. But I'm still occasionally tweaking the product. It's a phase that you can go through as you're going through other phases.

Filter Feedback

I showed my product to literally hundreds of people over the last year. And one of the things I learned is that you have to be incredibly good at filtering feedback. In the morning I might get a bunch of criticism about my product and that afternoon I'll get praise for those exact same features.

As a creator you have to vision (or mission statement) for your product. And every time you get a piece of feedback you need to view it through the lens of your vision.

Unfortunately not everyone is your target demo. So even with careful vetting before you show them your product you're going to have to listen to a lot of feedback you're not going to use.

Feedback is Great For Articulating Problems Not Solutions

One of the biggest changes to my product came about 6 months into development. At the time I had a much smaller product. It was minimalistic and fit into this vinyl wallet.

Fry Thief Wallets

Wallet concepts from September 2018.

And people loved how portable the game was. But they was consistent feedback on the thin paper tokens. In fact people said, “I know this token is just a prototype so I can't wait until the full version has a nicer token”.

Fry Thief Tokens

Three sets of tokens for Fry Thief. Top are acrylic tokens which were eventually replaced with wood versions. Left is hard cardboard. Center are cardstock tokens that fit in the wallets.

But that token would have been exactly what they would have received in a finished product. The token wasn't thin because it was a prototype it was thin because that's what fit into the wallet.

People said things like “I wish this was nicer” and they said “I love the thin wallet”. But no one was clear and said, “I'd love nicer components even if that means upgrading to a small box and getting rid of the wallet”.

I had to come to that conclusion myself. So listen to your audience; they're dropping all of the right hints. But when you hear contradictory advice you'll have to experiment and see which one your audience prefers.

Landing Page – The Start of Marketing

Fry Thief Landing PageOnce you have a product it's time to let people follow along. About 6 months ago I created a landing page. This landing page is the perfect place to send people when people ask for more information about your product.

As people playtested my game if they seemed like they had a good time I'd prompt them to sign up for the email list. I sent out tweets, put a link in my email signature, and otherwise promoted the game in simple ways. This is where you get your first fans. And it's likely to come from your personal network of friends & family.

What's great about this step is you don't need to know your entire marketing message. If you have a name for your product you can get a domain, building a landing page, and start building that fan base.

Landing Page Technology

When it comes to landing page builders I wanted to try Kickoff Labs since they promised a “viral” element. If users share your landing page they automatically share a unique link and they're rewarded with points for each signup. As long as you give away a prize of some sort there's a nice incentive to share the page.

I had 410 users sign up through my landing page. Thirty of which were directly referred by another user.

Kickoff Labs Leads

30 of my 410 leads were referred by other users.

So when it comes to landing page software you don't need to get the premium landing page builder. Kickoff Labs is excellent but you don't need to pay that much. As long you can easily build a landing page with a signup form it will be good enough.

Manufacturing

After you have the basic idea for the product you want to create it's time to look for manufacturers. I started this process pretty organized with a list of ~10 manufacturers and found a few that seemed like great fits.

Unfortunately the more I promoted my product the more manufacturers found me and pitched me. You need to learn how to say no quickly. I was inundated with requests and thoughtfully answered each one. I lost a month of planning due to me chatting to each manufacturer that approached when I could have simply stuck with my first choice.

Pricing

Pricing is something that baffled me before this experiment and it still baffles me. From economics classes we have the supply & demand curve which helps you figure out the optimum price.

Supply & Demand Curve from Economics

Look how easy it is to find the optimum price in this model.

While that works great in retrospect how do you use this to price a new product?

I compared my game to similar games and found out that $15 is a pretty good price.

One thing I learned is that comparing to similar products on the market isn't necessarily a good idea. A month ago CMON (a huge board game company) reported losses of 4.1 million dollars. And unfortunately a lot of board game fans use them as the model for Kickstarter success. I don't want to follow in their footsteps. And if they weren't a public company I never would have known they were failing so badly.

You can use similar products on the marketplace as a starting point. But you have to look at your numbers. I know I can order 1,500 units from a factory, ship them to me, and ship them customers all while charging $15 + shipping.

Marketing

You start marketing your product before it's completely done but at a certain point you need to ramp up your marketing. And there's a lot here:

  • Create a name
  • Create a logo
  • Create colors
  • Create a brand voice (are we cheeky, serious, professional, etc)
  • Take professional photos
  • Create professional videos
  • Create & run ads

I haven't talked much about marketing my product and that's because I'm still going through this process. I've been experimenting with Facebook ads (which can be brilliant or terrible), podcasts, reviewers (influencer marketing), and sharing updates via social media.

What I can say is even with all of my sharing on social media, direct outreach to friends and family, and prompting playtesters I'd probably only have about 100 followers to my project. The rest of the leads came through Facebook ads.

Getting attention is one of the hardest things to do online. There's a bajillion other products out there. Why should I look at yours? Even if I would be interested in your product how do I find out about it without you having to pay an arm and a leg?

Still To Do

I'll continue to market my game and sometime after the Kickstarter share my marketing results.

After that I still have a lot to do and learn. Namely how to take pre-orders via Kickstarter & how to fulfill orders.

Advice for ECommerce Agencies

If you sell eCommerce websites to clients one of the most valuable selling points would be help with marketing. As the eCommerce entrepreneur I already have a lot of other tasks. If you have proven methods to market my product I'm going to be seriously interested.

And since marketing starts prior to the full eCommerce site you can get in the door with a simple landing page and marketing assistance.

One thing that's not helpful: don't throw out MORE ideas. There's a billion ideas to promote ideas, websites, and products online. I don't need more ideas. I need metrics that show me you know what you're doing and you can get the job done.

If I've done my job as an eCommerce entrepreneur and have enough margin in my products price then hopefully you can maximize that margin and help me get the most number of sales & fans to turn this into a profitable venture.