What is front-end performance?
Front-end performance is much more than speed or page load time. It's a holistic measurement of user experience that enables the users to successfully navigate a website or application in a short amount of time and with a smooth interaction experience.
Why is front-end performance important for digital marketing?
Front-end performance plays a critical role in the success of any digital marketing strategy. A triple threat, front-end performance is essential for creating a positive user experience, retaining user attention and ensuring high search engine ranking (SEO).
If your website or application fails to meet user expectations, they will abandon it quickly. This abandonment will ruin even the best laid digital marketing strategy. Front-end performance is equally essential to digital marketing success and conversions as it is to user satisfaction.
Front-end Best Practices
So from a developer’s standpoint, how do you build an app that has outstanding front-end performance? What are front-end best practices? There are many aspects to consider, let’s take a look at some of the most significant.
1. Reduce the amount of server calls
Sending any request to the server requires complete communication before the page rendering, if a website has lots of images, it can take a long time to load. This is because the images will generate multiple server requests, as a consequence the more server requests the browser sends, the more time the page requires to load. Using image sprites (a collection of images put into a single image) is a good technique that reduces the number of server requests. In addition, you can take a look at How to improve front-end performance
2. Optimize images
Using images helps improve the user engagement, however they should be optimized to avoid loading-time issues. You can use several front-end performance tools to get new formats like WebP for better results without neglecting the browser support. Properly optimizing images will allow for improved front-end performance.
3. Use CDN (Content Delivery Network) to increase speed
CDN redirects user requests to the nearest server. This avoids latency issues that can occur when a request is located geographically distant from the server. This is especially important when serving a global audience.
4. Apply lazy loading
Front-end loading times can be improved further by using lazy loading. This technique allows the website to load only the required content and the remaining content is loaded as needed by the end-user.
5. Enable prefetching
Prefetching loads the resource in advance, prior to their being needed. Fetching the necessary resources before they are needed helps to optimize the front-end content loading and makes for quicker loading times.
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