Web Pages : Size Matters!

A recent analysis indicates that the size of the average web page has tripled since 2003, up from 94k to 312k (!). Also, the number of objects on the page has doubled to a whopping 50 objects per page.

Details of this excellent analyis that combined website data from two studies are at WebsiteOptimization.com, where they conclude with some advice for designers:

Within the last five years, the size of the average web page has more than tripled, and the number of external objects has nearly doubled. While broadband users have experienced faster load times, dial-up users have been left behind. With the average web page sporting more than 50 external objects, object overhead now dominates most web page delays. Minimizing HTTP requests by using CSS sprites, combining JavaScript or CSS files, reducing the number of EOs, and converting graphic effects to CSS while still retaining attractiveness, has become the most important skill set for web performance optimizers.

It's easy to see how wider use of broadband and high speed internal networks have combined with a lot of misunderstanding to create corporate and small business websites that are often bloated with questionable graphics, pictures, and design elements. Although a shift is underway, search optimizers are generally much lower on the corporate food chain than, say, a brand manager who will be reluctant to sacrifice powerful design components for a faster page loading time.

Complicating these matters is the fact that many consultants and even internet IT departments generally create web redesign presentations for high speed or internal networked environments that are many times faster than normal user interaction. Dial up is still a common method of connection in the USA yet few websites are well optimized for low bandwidth - arguably losing thousands of potential sales as customers leave in frustration with slow page loads.

Recommendation? Take some lessons from Craigslist and start with the most spartan, efficient, optimized environment you can imagine and then add design elements only if they are essential to your online functionality. Are customers basing decisions based on the *look* of your website? In some cases yes, but in general I'd suggest customers will prefer a fast and functional site to a pretty one, and sites that err on the side of function rather than form will see higher conversion and interaction levels.