The Site Optimizer – Conversion Wednesday

By Dan G


So let’s begin. There are numerous Performance Bottlenecks that exist on websites today and Exclusive Concept’s Newest Service, the “Site Optimizer” addresses them all! This new on-demand product performs numerous acceleration treatments on your site to significantly decrease your site’s load-time and in-turn, increase your site’s conversion rate. Today, we’ll discuss 6 of the acceleration treatments this product performs. Here they are:

  1. Dynamic Browser Caching
  2. A Dynamic Resource Consolidator
  3. Use of CDN (Content Delivery Network)
  4. The Dynamic Connection Maximizer
  5. Payload Reduction
  6. Rapid Rendering

We’ll go into more detail and provide more incite into each of these treatments in the coming slides.

The first two treatments we will be addressing is “Dynamic Browser Caching” and the “Dynamic Resource Consolidator”:

  1. So, the “Dynamic Browser Caching” Treatment reduces the number of roundtrips that are made to download webpage elements, which improves user experience and helps decrease load-time. It does this through a method called, “Browser Cache Expiry and Invalidation”, which leverages the browser’s cache to speed up repeat page views by eliminating repetitive and unnecessary requests for content and resource validation.  If and when those resources are updated or changed, the browser automatically downloads the new resources to their cache, so there’s no worry on that front. This treatmeant also uses a “Predictive Browser Cache” that intelligently pre-loads the resources that will be needed on subsequent pages before the shopper even visits them! This pre-loading is done in the background after a page has finished loading and the shopper is just browsing around on the page. So this method also leverages that connection downtime after the page has loaded to beef up the cache and decrease the load-time for subsequent page views.

  2. Another Treatment the Site Optimizer performs is called the “Dynamic Resource Consolidator”.  This treatment reduces roundtrips by consolidating similar resources into single files, which the browser then downloads only once per page (instead of multiple files being downloaded several times per page). Files are then optimized according to browser capability and includes techniques such as concatenation, spriting, and using data URLs.
  3. One major treatment is the Use of a CDN (Content Delivery Network). This treatment cache’s all of your website’s files on server’s all across the world to provide access to your site’s files closer in proximity to every user that visits your site. This , in turn, reduces the number of “hops” and distance that the data would have normally needed to travel across the internet without a content delivery network. This change places your website’s files closer to every viewer of your website.
  4. Another Treatment the Site Optimizer performs is called the “Dynamic Connection Maximizer”. This treatment enables a browser to open more concurrent or parallel connections to a web site, by increasing parallel data downloads and thus, improving total page load speed. In some cases, this is done by fooling some browsers that limit the number of parallel connections that can be made, into thinking that some files are coming from different places, when, in reality, they are all really coming from the same server. This trick is particularly usefull for old browser’s like IE6.
  5. So, Payload Reduction reduces bandwidth utilization and improves page load speed by minimizing response and request payload. This treatment uses techniques such as intelligent compression, image compression for mobile users, minification, and the transparent removal and re-insertion of Viewstate data in ASP.NET pages (where applicable). This is another treatment where we trim as much fat as we can from your site’s request payload.
  6. The last treatment we’ll discuss today is “Rapid Rendering”.  This treatment improves the performance of your website by optimizing when a browser starts rendering the page, as well as user-perception of page render time. Something we call the “Deferred Script Loader” speeds up page load times by delaying execution of non-critical scripts until the rest of the page has loaded and rendered on the browser. So this method basically reorders the elements being loaded, so that elements that actually render the page are loaded first. Another method we use here is called “Response Headstart”, this enables the browser to start downloading page resources while the server generates the HTML for the page. This minimizes server wait time, dramatically decreases start-render time, and improves overall page speed.