Technical & Business Web Performance Tips for Super Bowl Ad Landing Pages
Will the millions of dollars spent really pay off for the advertisers?
By: Andreas Grabner
Jan. 31, 2014 01:20 PM
Two days before the Super Bowl people are not only betting on the winner, but also on the best commercial. Will the millions of dollars spent really pay off for the advertisers? We took a closer look at the Super Bowl Ad landing pages for these Super Bowl Ads. Our synthetic monitoring showed huge differences ranking from 1.4 to 10s+ load time. If these pages are already slow prior to the big day, we wonder how they will do on Sunday and if there is anything that can be done to speed things up.
With this blog we hope to give a wake-up signal to some of these companies. They need to take another look into their current deployment because we see a lot of web performance mistakes all over the place like:
For Business Owners: Talk with your IT Teams and make sure they have the time and resources to analyze and do last minute fixes - otherwise it is possible that even with the funniest ad, you won't be able to convert viewers into customers because your website may crash or be slow. You can check out how fast your page is in the moment: Run an Instant Test with Compuware APM/Gomez.
For the DevOps and Web Architect Team: Run a quick sanity check with tools such as Compuware APM/dynaTrace AJAX Edition, PageSpeed, FireBug, ... and follow the best practices we have been talking about in the recent years.
CDN Configuration Problems
CDN Configuration problems lead to HTTP 403s and impact total page load time
Next Steps: Figure out if these image URLs are valid and really needed for the landing page. If so - check the CDN configuration. If they are not needed, they probably got onto the page by accident. Make sure to remove them from the HTML document so that they don't impact page load time.
Not Optimized for Mobile
The mobile version of the web site was very large (20MB) and had too many resources (434) until it was fully loaded
Next Steps: I would ask the question: why it is necessary to download all these images on the initial landing page when only a handful of them are shown anyway? Loading images of a picture gallery in advance will speed up scrolling through the gallery, but it will also impact the first impression of that page. This will make end users wonder how much data they just downloaded to access a "mobile" web site.
Business Folks: Don't waste your money - give IT more time to focus on web performance
After so many years of Web Performance Optimization Best Practices it still interesting to see "performance landmines" like the ones highlighted here. And - these are just a few of many that we found. If you want to learn more about what it takes to prevent these problems right from the start then check out some of our other blogs on Best Practices for DevOps and Avoiding the Classical Business War Room Scenario.
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