As we approach the end of 2012, I will be looking at a few trends that will become important in 2013. In a previous post, I identified optimization as an important performance trend to watch. It is one of the items on a performance checklist that companies can directly influence through the design and implementation of their web and mobile sites.
The key to optimization in any organization is to think of objects transmitted to customers, regardless of where they originate, as having a cost to you and to the customer. So, a site that makes $100,000 in a day and transfers 10 million objects to customers has an object-to-revenue ratio of 100. But, if the site is optimized and only 7.5 million objects are transferred to make $100,000, that ratio goes down to 75; and if the reduction in objects causes revenue go up to $150,000, the ratio drops to 50.
This approach is simplistic and does not include the actual cost to deliver each object, which includes costs for bandwidth, CDN services, customer service providers, etc. as well as revenue generated by third-party ads and services you present to customers. The act of balancing the cost of the site (to develop and manage), the performance you measure, the revenue you generate, the experience your customers have, and the reputation of your brand is an ongoing process that must be closely considered every time someone asks, “And if we add this to the site/app…”.
There is no optimal figure for site optimization. But there are some simple rules:
- Control your third-party services. This means having a sane method for managing these services, and shutting them off if necessary. Have every team that is responsible for the site meet to approve (or deny) the addition of new third-party services. And those who want it better come with a strong cost/benefit analysis.
Optimization is the act of making the sites you create as effective and efficient as the business you run. No matter how “low” the cost to operate a web site is, each object on a site can cost the company more money than it is worth in revenue. And if that object slows the site down, it could turn a profitable transaction into a lost customer.