At Erudite we like to conduct our own R and D so that we truly understand the competitive landscape. We analysed the Lighthouse speed metrics of 5,000 of the UKs top websites, and categorised them by channel, so that we can better understand mobile site speed in the context of competition.

1. Nichola Stott
Erudite Agency LTD
The UK Mobile Site Speed Benchmark
Logo here
@NicholaStott
https://www.slideshare.net/NicholaStott

2. “It is a capital mistake to theorize before one
has data. Insensibly one begins to twist
facts to suit theories, instead of theories to
suit facts”.
Sir Arthur Conan Doyle

3. WE BELIEVE THAT…
#BRIGHTONSEO @NICHOLASTOTTSOURCE LINK
Users hate
slow sites

4. WE BELIEVE THAT…
#BRIGHTONSEO @NICHOLASTOTTSOURCE LINK
Faster sites
convert better

5. WE BELIEVE THAT…
#BRIGHTONSEO @NICHOLASTOTT
Speed - More
important to mobile
ranking

6. IT IS A COMPETITION

7. VISIT THE BENCHMARK

8. HOW DID WE DO IT, WHAT DID
WE LEARN AND HOW CAN WE
USE IT?
#BRIGHTONSEO @NICHOLASTOTT

9. RESEARCH & DEVELOPMENT
#BRIGHTONSEO @NICHOLASTOTT

10. Erudite App Manifest & Service
Worker Registration
Satisfy speed criteria
Use HTTPS
#BRIGHTONSEO @NICHOLASTOTT
√
√
√

11. 2VISIT THE STUDY
Mobile Readiness & Progressive Web
Apps in the UK
Are Digital Leaders Adapting to Mobile Audiences?

12. 5 LIGHTHOUSE PWA AUDIT CRITERIA
1. HTTPS – is the site served over HTTPS?
2. Service Worker – does the site register a Service Worker?
3. Speed – <10,000 TTFI/CI
4. Add to Home Screen – user prompt ‘‘Add to Home Screen’’?
5. Content Sized for Mobile Viewport – responsively or adaptively?
#BRIGHTONSEO @NICHOLASTOTT

16. Using Node CLI to
Automate at Scale…
run: lighthouse <url>

17. PWA-SPECIFIC FEATURES?
#BRIGHTONSEO @NICHOLASTOTT

18. Hi! Love this analysis! Did
you know that httparchive
has lighthouse results for all
of it's URLs in BigQuery?
Oh…

19. OVER 5,000 WEBSITES WITH
SEVEN DISTINCT
PERFORMANCE- RELATED
COMPARABLE CRITERIA…
#BRIGHTONSEO @NICHOLASTOTT

20. LIGHTHOUSE MOBILE CONFIG
User agent: Mozilla/5.0 (Windows NT 10.0; Win64;
x64) AppleWebKit/537.36 (KHTML, like Gecko)
Chrome/65.0.3325.181 Safari/537.36
Device Emulation Nexus 5X: Enabled
Network Throttling 562.5ms RTT, 1.4Mbps down,
0.7Mbps up: Enabled
CPU Throttling 4x slowdown: Enabled

21. STEP 1
#BRIGHTONSEO @NICHOLASTOTT
Data Hygiene
5,239 URLS
• Checked all still return 200
• Removed couple of counterfeit
sites
• Removed handful of seriously
anomalous outliers

22. STEP 2
#BRIGHTONSEO @NICHOLASTOTT
Classify 5,010
sites

23. STEP 2… IN NUMBERS
#BRIGHTONSEO @NICHOLASTOTT
Classify 5,010
sites

24. HOW DID WE DO IT, WHAT DID
WE LEARN AND HOW CAN WE
USE IT?
#BRIGHTONSEO @NICHOLASTOTT

25. #BRIGHTONSEO @NICHOLASTOTT
FINDINGS
Other, News &
Media Fastest
TTFB
All <2 second

26. #BRIGHTONSEO @NICHOLASTOTT
FINDINGS
VC/CI
News & Media
now slowest
The big 3 -
slowest

27. In the UK Mobile Site Speed
Benchmark, the most
popular consumer website
categories offer the slowest
mobile experience.
#BRIGHTONSEO @NICHOLASTOTT

28. RETAIL: DEEP-DIVE
#BRIGHTONSEO @NICHOLASTOTT
renderStart /FMP
onContentLoaded
visualComplete/CI
Speed Index

29. #BRIGHTONSEO @NICHOLASTOTT
FMP: MEDIAN & QUARTILES (S)
Top Quartile: 2.06
Median: 2.87
Bottom Quartile: 3.90

30. #BRIGHTONSEO @NICHOLASTOTT
CONTENTLOAD: MEDIAN & QUARTILES (S)
Top Quartile: 2.71
Median: 3.75
Bottom Quartile: 5.31

31. #BRIGHTONSEO @NICHOLASTOTT
CI: MEDIAN & QUARTILES (S)
Top Quartile: 6.00
Median: 9.40
Bottom Quartile: 14.20

32. RETAIL SPEED INDEX
Top Quartile
3,475
Median
4,862
Bottom Quartile
7,222
#BRIGHTONSEO @NICHOLASTOTT

33. HOW DID WE DO IT, WHAT DID
WE LEARN AND HOW CAN WE
USE IT?
#BRIGHTONSEO @NICHOLASTOTT

34. #BRIGHTONSEO @NICHOLASTOTT
Ensure 3G CI is
consistently below 7
seconds when audited via
Lighthouse, by the end of
Q1.
SET GOALS THAT ARE SMART

35. #BRIGHTONSEO @NICHOLASTOTT
GET BUDGET AND RESOURCE
SOURCE LINK

36. MAKE GOODEST FAST
INTERNET THANK YOU