Page 216 - DCAP109_GRAPHIC_TOOLS

Unit 9: Web Designing

Relative URLs Notes

A relative URL points to a file/directory in relation to the present file/directory.
They have shorter URLs as they refer to the root directory/subdirectory.

Example: ../image/welcome.gif is a relative URL (The initial two periods (..) in the URL
instruct the server to move up one directory (which is the root directory), then enter images
directory and finally point at welcome.gif file)

Self Assessment

Fill in the blanks:
13. A …………………… is a specific string of characters that constitutes a reference to a resource.

14. …………………… is an independent address that points directly to the file you have
looked for.
15. A …………………… points to a file/directory in relation to the present file/directory.

Case Study The Impact of HTML Delay on Mobile Business Metrics

hen I gave my talk about mobile performance and business KPIs at Velocity
Berlin a couple weeks back, one of the areas I got the most questions about
Wlater was the experiments we were able to do in which we delayed HTML on a
customer’s site and tracked the results over a 12-week period. I thought it might be useful
to break some of this out into its own post.
As I mentioned at Velocity, I was insanely jealous of Google and Bing a couple years ago,
when they revealed their own in-house experiments with HTML delay. Most of us in the
performance community would kill for that kind of experimentation platform. So I was
extremely happy and grateful when one of our customers at Strangeloop expressed an
interest in figuring out the value of time for their business.
Methodology
We conducted a split test over the course of 12 weeks, in which we segmented mobile
traffic into four groups: fully optimized, 200 ms delay, 500 ms delay, and 1000 ms delay.
We monitored four metrics: bounce rate, conversion rate, cart size, and page views. We
also monitored and analyzed user behavior for 6 weeks after the test ended, to gauge the
long-term impact, if any, of slow performance even after users begin to receive an
accelerated site.
Results
The results of the 200 ms delay weren’t significant, but the customer and I were both taken
by the dramatic impact of the 500 ms and 1000 ms slowdown. Our customer was blown
away that they were losing 3.5% percent of their conversions when their site was delayed
by just one second on a mobile device. This was a major epiphany for them, and it’s
already helped them change their business and how they view mobile.

Contd...

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