Server Side Rendering Improves Site Performance

05 Jun Server Side Rendering Improves Site Performance

In today’s highly competitive business environment, there are many things that support a successful ecommerce strategy. Specifically related to product lines, there are product recommendations, competitive pricing, related product recommendations, targeted product recommendations, and the ability for shoppers to easily find what they’re looking for.

Assuming you do all the things necessary to successfully represent a product line and buyers can find the products they’re looking for, there’s still one main factor some companies don’t focus enough on: a fast and responsive website. Ever click on a product only to have the page take what seems like forever to load or fully render?

Slow page rendering is one of the leading reasons why buyers abandon their cart. Here are some important facts about ecommerce shopping from Kissmetrics:

    • 73% of mobile Internet users say they’ve encountered a website that was too slow to load.
    • 51% of mobile Internet users say they’ve encountered a website that crashed, froze, or received an error.
    • 47% of consumers expect a web page to load in two seconds or less.
    • 40% of people abandon a website that takes more than three seconds to load.
    • A one second delay in page response can result in a 7% reduction in conversions

(Check out this infographic on load times by Kissmetrics for more information.)

Performance is a critical factor in deciding where and when buyers make purchases. But, if it’s this important, why are there so many buyers still complaining about lack of responsiveness and performance? In reality, most companies don’t overlook the performance criteria – they simply don’t know how to address it. By not addressing it, companies are missing out on improvements such as better, faster hardware, greater horizontal scalability factors like load balancing, and better architecture strategies, which would all contribute to better responsiveness and performance for buyers – and more revenue for you.

At TAISTech, we focus on improving factors that help render pages faster, even under the worst conditions such as high network latency or low throughput. To do this, we measure on the milliseconds scale, where the APIs must not only respond and return data in less than 30 milliseconds, but the page rendering must also be under 30 milliseconds, for a total count of 50-60 milliseconds, with the initial page load and initialization of our single page applications (SPAs) that load. If server side rendering loads a viewable page while lazy loading JavaScript, CSS, and images, the full download may take 3-5 seconds, but the user experience is improved because visitors can read and see content while all the assets are loading the background.

Server side rendering provides the best of both worlds for clients: fast initial page loading with the performance and responsiveness of a SPA. Buyers don’t have to wait on their mobile/desktop app to initialize. The initial page loads fast while also running the client application on the mobile or desktop device for the full user experience.

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