8 Tips To Speed Up Your Landers

No matter the purpose, having a website that is quick to load is always good. If you are buying mobile traffic however, it’s not only good, it’s vital. Your campaigns will never reach their real potential without a quick loading landing page and quick redirects. Here are my 8 tips to improve your landing page latency.


Use inline CSS and JS.

This is not ideal if you have big web apps and websites, but if you only have a landing page, keep the code all in the same HTML file so you avoid extra requests for external files.



Use a Content Delivery Network like CloudFront so performance is optimal across all countries. Imagine trying to load a webpage hosted in Germany when you are on a 3G connection in Indonesia. That will take a while, maybe enough to just quit without seeing the content of the page.


Minifying code

Minifying the code keeps the request size small. Try to minify the code as much as possible. You can use a tool such as WillPeavy’s minifier.

In some cases, especially for JavaScript, minifying can hurt performance. Split test and find what is best for your landing pages. This is because minifying might also obfuscate some JS code.


Compressing images

Whatever images you use in your landing page, resize and compress them. Smaller files means quicker requests. The tool that compressed the best for me was OptimizillaMany people recommend Kraken but Optimizilla always provided smaller images for good quality.



If you don’t have a Global DNS, you will need one. I recommend Route 53 from Amazon Web Services. If you want to see the difference in results, do a test here before and after you have Route 53 setup. 


Efficient JS/Not using jQuery for everything

It goes without saying that writing efficient JavaScript will help your landing pages. You will most likely not have to use complex algorithms though. Even so, please, please, PLEASE, don’t use jQuery for every small thing, just because it seems simpler. I’ve seen people use jQuery for a countdown timer on their pages.

jQuery is a very good but also very big library that will significantly impact your load time.

If you do have to use jQuery, you should at least split test using Google’s hosted library, since it might already be cached on users’ devices.


Non-obfuscated code

It’s understandable that you want some code to be obfuscated, especially since your creatives might show up on mobile intelligence services, such as AdPlexity. That said, there will often be a tradeoff in performance. Processing obfuscated code is almost always more time consuming, so unless the upside is great, find a better edge than obfuscating your code.


GZip if you have a decently sized page

If you are serving landing pages that have a significant size, in the 3 figure KB region, you should at least split test GZipping.

GZipping small sizes won’t be worth it because the time it takes to decompress is too high compared to just request 1-2 extra KB. Once this saves you hundreds of KB though, the request will be processed much faster, even including the decompressing time.


Technical knowledge is always useful. There are more small tweaks you can make, depending on your specific needs. You should consult with friends or professionals that know more but keep in mind the 80/20 rule. Optimize until taking it to the next level is so difficult, it’s not worth the resources trade off.  These tips get you close to that 80% already and will give your mobile campaigns a head start.

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Emanuel Cinca, aka Manu

My story starts in Lipova, Romania, a town of about 10,000 inhabitants, where I was born in a working class family. Growing up in a family that had a shaky financial base and relied solely on month to month wages, and sometimes on short term loans from friends, I knew that I a) didn’t want to get a regular job EVER, and b) I want to have true financial independence.

Fast forward to my high school days, I got admitted into the number one high school of Arad county, “Moise Nicoara” National College. Don’t ask me why they call it a college, that’s just the translation from Romanian. I had a passion for technology and computers, so it seemed natural that I wanted to get into the so called informatics class.

The 4 years here taught me that:

1. Where you come from has little to no impact on your ability to learn, your skills and their value

2. Being number one high school is overrated

3. In the standard educational system, you are not allowed to excel at something, until you have proven to be above average at everything else.

4. Grades are an extremely flawed measurement of someone’s skills

5. I know myself better than anyone else, so I should make my decisions, not anyone else, and I should be OK with the consequences.

These learnings will be reflected in some of my posts here.

After high school, I quit University after 2 months in… TWICE! One time I quit Computers and Information Technology, and the second time I quit Business Administration.

During these years I also developed a passion for poker. I was a content producer at the world’s biggest online poker school for 2 years, and I wrote a book with a Maths professor from Nottingham and TT, who also blogs here. The book is called The Education of a Modern Poker Player.

I moved to Vienna in 2013, at TT’s initiative, and had several failed ventures together, all leading up to what is now Adefy.

I have a keen interest in psychology and in data, which makes performance marketing such a great industry for me. I blog about these topics, sometimes adding education, personal development, and management to the mix.

Interested in: Psychology. Marketing. Management. Investing. Startups. Entrepreneurship.

Hobbies: Reading. Fitness. Football. Travelling.

Connect with me:

LinkedIn: https://www.linkedin.com/in/emanuelcinca

Twitter: https://twitter.com/manu_adefy

Facebook: https://www.facebook.com/emanuel.cinca.35

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