Did you know that humans process imagery 60,000 times faster than text? In fact, 90% of the information our brains process is visual, which makes it seem a no-brainer—pun intended—that brands are connecting with consumers through visual content online. However, adding media assets like images and videos to websites comes with a tradeoff: the more media, the heavier the site, which results in a noticeable slowdown in page loads and a reduction in content quality.
For Stylight, a leading online search platform for fashion, beauty and design, uptime, performance, and customer experience greatly affect the bottom line. Available in 16 markets, the platform is visited every year by 120 million users who can search through 1,500 shops to find the best deals. Once they find their favorite product, they are redirected to one of Stylight’s partner shops where they can proceed with their purchase transaction.
Optimized media assets have always been essential to website performance. To help developers measure, understand and improve website performance, Google created Core Web Vitals, a subset of Web Vitals that focuses on three aspects of the user experience: loading, interactivity, and visual stability. In June 2021, Google plans to make page experience a ranking factor—so Core Web Vitals and media asset optimization will become even more important.
To engage with modern users, today’s websites must be extremely visual. Even though high-quality images and videos can help keep visitors on the site and convert them, those media assets also add to the page weight, load time, and bandwidth. Unoptimized content can result in performance issues, causing visitors to bounce off.
Delivering video files to users can be a much more complex undertaking than many people stop to consider. There are a large variety of video formats and codecs to choose between, and various optimization parameters for encoding the videos. Parameters such as bitrate, key-frame-interval, and frame-rate will have an effect on the visual quality and bandwidth requirements when delivering the video file. To make matters worse, there are so many potential viewing devices out there (desktops, laptops, tablets, mobiles, wearables, etc). Each of these devices have different browsers or apps, and they all support different formats and codecs!
If you're like most consumers today, you engage more with pictures or videos on a website than text. The stats don't lie - four times as many visitors would rather watch a video about a product than read about it, and sites with compelling images average twice as many views as text-heavy ones.
At Cloudinary we are committed to transparency and accountability. That’s why I’m really excited to announce that we now support
Server-Timing for all our customers! Today,
Server-Timing is available on-demand, but in the near future we will enable this broadly - enabling greater insights with your RUM solutions.