STM Loading Times For Pops Cheatsheet

If you’re running pops you’ll hear people banging on and on about loading times and how important they are.

For good reason – loading times affect pop performance a lot, more than any other traffic source.

But how do you achieve those lightning-fast loads?

Here’s our handy cheatsheet to answer that.

Loading Times: The Basics

  • DO optimise your images. Image optimisation is usually the biggest improvement you can make to a slow page. I find https://imageoptim.com/mozjpeg/ produces the best results for JPGs, but others swear by http://www.kraken.io for ease of use.
  • DON’T use all-image landers. Using a lander made of a single image is fine for a quick test, but having it properly coded will make it load much faster AND look much sharper.
  • DON’T run WordPress for your landers. Even highly-optimised WordPress run by experts is still several times slower than a straight HTML page. A Worpdress install you haven’t spent days tweaking is likely to be MUCH slower than that.
  • DO remove tracking once you have optimised the campaign. Tracking redirects add 300ms or more to loading times. That’s significant. Unless you’re using a non-redirect-based tracker, removing tracking on an optimised campaign is likely to give an ROI boost.
  • DO use the right type of image. PNGs for text and drawings, JPGs for photos. They’ll compress better and look better too.

Loading Times: Testing

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