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
  6. Server Location Matters More Than You Think for Website Speed
  7. Optimize Images
  8. Why You Should Always Use a Content Delivery Network (CDN)
  9. Offload Audio & Video Files
  10. Lazy Websites are Fast Websites
  11. Yes, Your Theme Can Affect Site Speed
  12. WordPress Plugins: Quality over Quantity

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
  6. Server Location Matters More Than You Think for Website Speed
  7. Optimize Images
  8. Why You Should Always Use a Content Delivery Network (CDN)
  9. Offload Audio & Video Files
  10. Lazy Websites are Fast Websites
  11. Yes, Your Theme Can Affect Site Speed
  12. WordPress Plugins: Quality over Quantity

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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Make Something Remarkable

Make Something Remarkable

This is post 4 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

The traditional model of buy ads, get eyeballs on your product, and make sales is a tired model. Sometimes when a new ad platform debuts there's a brief period where ads are so cheap it's easy to get in and get a ton of eyeballs on your product but eventually those cheap ads disappear.

You can continuously innovate in the advertising space making more and more advanced ads to minimize your advertising costs. Or you can choose to not play that game and instead invest in a product that markets itself.

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The One CRO to Rule Them All

Hakuna Moscato T-shirt

One of my favorite parts of my job is asking people “why?”.

When it comes to conversion rate optimization for e-commerce we use a lot of heuristics (aka rules of thumb). Things like:

  • Use short forms
  • Don't make people login to checkout
  • Have the add to card button above the fold
  • etc

There are thousands of pretty widely held heuristics. And CROs swear by these as a good starting points. And while many of these are important they're not the holy grail. These rules can be broken and you can still make sales as long as you have the right product.

Sharing a Joke

Earlier this week I sent an image I found on Pinterest to my friend who loves Moscato.

Hakuna Moscato T-shirt

A shirt you can wear and point at when you want a refill

And a few hours later she asks me which color should buy. And a few texts later she purchased the shirt.

Not How E-Commerce is Supposed to Work

This is not at all how experts say e-commerce works! There's supposed to be consideration, price comparisons, reading reviews, and then getting stuck somewhere in the checkout.

Let's go through the problems any CRO would point out.

1) No Website

The first issue is that she wanted a particular joke. But didn't know where to find it. And she has particular needs. She doesn't like typical crew neck shirts. She wanted a tank top. So she did a search.

Hakuna Moscato SERP

Search engine results page for “Hakuna Moscato”

She finally ended up on lookHuman which was the 5th result on Google. She had to scroll past or explore 2 Etsy links & 2 Amazon links to find the right site.

Not to mention all of the sponsored results. There were similar products all over the place and she navigated to the 5th site.

2) Mobile

Everything was done on mobile. Which I find fascinating. I find it incredibly frustrating to type on the mobile keyboard and god forbid entering checkout information.

But for my friend speed was exactly why she decided to use her mobile device instead of a computer.

I had my phone with me. I hardly ever use a computer anymore. So I would have had to start and login to my computer which would have taken several minutes including walking downstairs. I did have several tablets handy, but they are devices I share with my husband and kids and don't have autofills options like my email for PayPal saved in. So it would have been slightly slower and more steps.

She used mobile knowing that there are some fields her phone will auto-fill instead of going downstairs to use the computer.

3) PayPal

And she used PayPal. I've used the PayPal app on my phone and that makes checking out with PayPal much more convenient. So I assumed she also used the app.

But she didn't she manually typed in her PayPal account & password. I don't even know my PayPal password! 🤯

I've done a lot of transactions through PayPal and like their buyer protection and customer service. And not having to enter in my shipping or billing address is convenient. Not as big as a difference nowadays with autofills and such, but those don't always fill in correctly and using PayPal I don't feel like I have to double check everything several times to make sure it's right. It's what I'm used to using so I'm more familiar and comfortable with it which helps me make a faster transaction.

It is nice to hear from users that they do like the buyer protection on PayPal. It reduces risk and it's much easier to use than canceling a charge on your credit card.

4) Too Much Chrome on Mobile Device

On the mobile site there's a lot of “chrome” or useless interface. The URL, the social icons on the bottom (which I partially cut off), and the annoying chat button that covers up the product description.

Hakuna Moscato Tank Top

The actual screenshot she sent me asking about colors.

And there's things you can even see without scrolling down.

  • Add to card button
  • Color options
  • Size options
  • Style options

These are important considerations on a product page and I'd make sure to put them above the fold. The color especially since as you choose a new color the product page changes you can see what you're going to purchase.

The worst aspect is that you don't know you're missing information. There's no indication that there's more information and you should scroll. On mobile you'd have to scroll down to see the different color options, select one, and then scroll back up.

That's a lot of work to do on a mobile device. And my friend did all of this, followed by taking a screenshot of each color, and sending me three screenshots. That's a lot of work on a mobile device. I constantly have to google “how do I take a screenshot on my mobile device”.

Lessons Learned

The biggest lesson is that you don't need a perfect site. If someone wants to buy something they'll figure out how to do it. They don't even have to be that motivated. If someone tells someone a joke they might want to buy a t-shirt with that joke on it.

In this specific case:

  • Brand didn't matter
  • SEO didn't matter (other than getting on page 1)
  • Advertising didn't matter
  • A mobile optimized site didn't matter
  • Cluttered product page didn't matter
  • Only having one product photo (per color) didn't matter
  • Reviews didn't matter
  • Free shipping didn't matter
  • Typing a password to checkout via PayPal didn't matter

To be clear: I believe all of these things do matter to an extent. But more important than all of these is:

Having the product the user wants

If so, the rest will help you get a step up on your competition but they aren't necessary. Store owners need to focus on quality products first. Then work on branding, SEO, mobile optimization, and everything else.

When & How to Offer Black Friday Deals

Black Friday Customers in Line

I saw a lot of craziness this past Black Friday. Roomba's at 50% off, Xbox's 50% off, and Timbuk2 bags 50% off. 50% is a lot of margin And it makes me question how well store owners actually do.

Black Friday is the day where you're make so many sales your store goes from in the red (owing money) to in the black (making money). To do that you need to make a lot of profit. The keyword there is profit not revenue. If you aren't making enough profit on each sale you could still be losing money.

Getting people in the door is easier said than done. To draw the crowds you have to offer discounts and those discounts start eating away at your profit. So it's a balancing act to offer the right discount to draw people in and still make enough profit.

The good news is that you don't have to run a Black Friday promotion like everyone else. You can give tiny discounts, freebies, or you don't have to run a promotion at all if you don't want.

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How to Protect Content on Your WordPress Site

Protect Content on Computer Screen

This post covers the SEO & marketing strategies around how you should protect content with WordPress.

A few days ago someone asked me a good question about SEO. When they have premium content is it best to de-index the page or to use a membership to control access?

I do have an SEO question. I've got a free 10-part marketing course. People sign up on the email list and the autoresponder sends them a lesson each week.

My means of protecting the content is to make each page an un-linked stand-alone page. But then Google can't search it.

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Three Things I Improved Immediately After Lift Off Summit

Last week I wrote about my experience running an online summit. I talked about marketing tactics, money, and even the hours I put in. One thing I didn't touch on was how educational Lift Off Summit was.

I've been in eCommerce for over 5 years and I'd like to think I know a lot but when it comes to marketing I'm still learning. A lot in fact.

There were three things I learned while recording the interviews for Lift Off Summit which were so powerful I immediately implemented them. And I want to share them with you.

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