Trilibis Blog

Trilibis Web Performance Survey Finds 69 Percent of Responsive Design Websites Fail to Deliver Acceptable Load Times on Mobile Devices

April 21st, 2014 by

Image size found to be the principle cause of under-performing responsive websites. Use of server-side image optimization can significantly reduce page weight and improve load time on mobile devices.

SAN MATEO, Calif.—April 21, 2014: A survey published today by Trilibis found that some of the top responsive design websites are delivering unacceptable load times on mobile devices. In an analysis of 155 responsive websites, Trilibis found that only 21 percent of these modern websites were loading in less than four seconds on a smartphone, and that 32 percent of the sites required between 8 and 48 seconds to load.

Trilibis investigated the reason for this sluggish page-load time of responsive sites and found that image size was the primary cause. By analyzing page composition, Trilibis determined that the mean home page weight of the sites in the sample was 1.7MB, with a median weight of 1.2MB. Notably, this figure was considerably heavier than the 420KB average page weight of the top 30 retailers tracked on the Keynote Mobile Commerce Performance Index[i] (a well-regarded industry benchmark).

While a number of factors contribute to the overall weight of a web page, the size of images is often the primary driver. This is particularly true for responsive websites, which are often graphically complex and are designed to deliver an excellent visual experience on all devices. For desktop computers with high-bandwidth connections and abundant local resources (disk, RAM), page weight is not a major concern. But for mobile devices, the exact opposite is true.

When Trilibis examined the relationship between image weight and overall page weight of the sites in the sample, it found that images constituted more than 50 percent of overall page weight for 107 websites (69 percent of the sample). Trilibis found that, on average, images were 50–60 percent of the page weight for these responsive sites, and that load time was unacceptable when overall page weight exceeded 1 MB. In fact, 61 percent of the responsive websites in this sample served a home page of at least 1MB in size.

As part of the survey, Trilibis examined whether server-side processing could lower overall page weight and improve performance on mobile devices. To determine this, Trilibis selected the most image-heavy websites (a total of 64 responsive websites), and performed simple image optimization to reduce images to a size that would ensure excellent rendition of the website on a wide range of desktop and mobile devices.

Before server-side optimization, the total image weight of all 64 responsive websites was 115MB. Trilibis’ device detection and image optimization technology dramatically reduced the page weight for every class of device: down to 50MB for desktop browsers, 30MB for tablets, and 27MB for smartphones (a reduction in page weight of 57 percent, 74 percent and 77 percent, respectively).

The mean page weight of the 64 websites was 1.8MB; optimization reduced this to 780KB (desktop), 470KB (tablet) and 420KB (phone). To measure the reduction in load time, Trilibis applied these

optimization techniques to three sites in the sample (Boldandnoble.com, Engadget.com and Starbucks.com), and recorded site-load time reductions of several seconds.

“The mobile Web is considerably slower than its wireline counterpart,” said Ted Verani, SVP of sales and marketing at Trilibis. “By serving images and pages that are optimized for mobile devices, we see dramatic improvements in page-load time, which translates to a much better overall user experience.”

Recommendations for website designers

  1. Carefully managing image size is crucial to ensure responsive websites load quickly and deliver the best experience for mobile users.
  2. Delivering a truly exceptional user experience on the Web requires more than simply redefining layout and styling for the screen width of a particular device. A successful One Web strategy should optimize website assets for specific classes of mobile device.
  3. To optimize performance on mobile devices, consider the use of server-side technologies in conjunction with responsive design techniques. For this survey, Trilibis used SNOW (Software eNabling One Web), its server-side technology that adds automatic device detection and image optimization to responsive websites.

To download the entire survey, click here.

Survey methodology

Trilibis compiled a list of 155 prominent responsive sites based on published data from Dashburst, Econsultancy, Mobify, Search Engine Journal, and The Next Web. We then examined the total page and image weights of the home page of each of these responsive sites, and then measured the load time of each page on a mobile device. For the image optimization analysis, we optimized the JPEG and PNG images of the targeted sites using image compression and resizing methods suitable for desktop machines, tablets, and smartphones. To download the original survey, visit www.trilibis.com.

About Trilibis

Trilibis develops server-side responsive design technology for businesses, brands and web development firms that need a true “One Web” website architecture. SNOW, the company’s core product, makes websites device-aware and enables developers to design high-performance websites that work perfectly on all desktop and mobile browsers, unlocking device-specific features and functionality that make websites mobile-ready, delightful and profitable. Trilibis is a private, venture-backed company located in San Mateo, California. For more information, visit www.trilibis.com or follow @trilibismobile.

Copyright 2014 Trilibis Inc. All rights reserved. Trilibis and SNOW are trademarks of Trilibis Inc. Other trademarks are registered trademarks and the properties of their respective owners.


[i] Keynote Systems. Performance Index: Mobile Commerce (Retail) – US, March 2014

Image size found to be the principle cause of under-performing responsive websites. Use of server-side image optimization can significantly reduce page weight and improve load time on mobile devices. SAN MATEO, Calif.—April 21, 2014: A survey published today by Trilibis ... Read More


Rewards Network Deploys Trilibis SNOW to Make iDine.com Device-Aware and Boost Mobile Engagement

February 11th, 2014 by

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Trilibis™ server-side SNOW™ technology brings comprehensive mobile device awareness to iDine.com. With iDine.com now delivering a seamless experience for mobile visitors, site abandonment rates have decreased, the visitor bounce rate has been halved, and iDine.com has seen a two-fold increase in new member enrollment on mobile devices.

SAN MATEO, Calif.—February 11, 2014: Trilibis, the leader in One Web development, is enabling Rewards Network© to position its proprietary dining incentive program, iDine©, for rapid growth in a mobile-centric competitive environment. Within one month of adding Trilibis’ SNOW (Software eNabling One Web) technology, iDine program managers saw measurable improvements resulting from optimization of the website for every mobile device, ensuring that mobile visitors with any smartphone or tablet were provided the best possible experience.

The results have been impressive: a significant decrease in site abandonment and bounce rate, mobile visits are up by 66 percent, page views per visit have increased by 68 percent, and there has been a two-fold increase in new mobile member enrollments.

iDine©, Rewards Network’s proprietary dining rewards program, offers members rewards for dining at network restaurants. The iDine.com website offers a variety of features perfect for both the avid restaurant goer and the occasional diner. Users can search using various filtering options, in addition to viewing detailed restaurant descriptions featuring menus, hours, reviews, photos and geo-location services. Members who login to access their personal account can view their annual benefits summary, which includes each restaurant visited and the corresponding reward received.

“We had been noticing a steady shift in our audience to mobile devices and were not satisfied with our site usage metrics for mobile visitors. We recognized that it was not easy for our members to access key features they needed to make their dining decisions on the go,” said Kara Walsh, chief marketing officer at Rewards Network, which is based in Chicago. “The Trilibis SNOW technology enabled us to quickly add mobile-specific features to the website and to leverage our existing assets. Using one codebase, we can ensure excellent in-browser presentation on a wide range of handsets and tablets.”

Rewards Network understood that providing an optimized experience to the growing mobile segment was essential to capture new users and retain current members growing its overall loyalty program business. With PCI compliance and security also being of utmost importance, Rewards Network wanted a solution that could sit behind its firewall and take advantage of its existing back-end architecture, including established APIs.

Trilibis proposed a holistic strategy for both the mobile and tablet web experiences that leveraged its multi-device web development framework, SNOW (Software eNabling One Web). Using SNOW, Trilibis was able to deliver a high-performing site, specifically tailored to Rewards Network’s requirements.

SNOW handles all code and layout optimization on the web servers so that only those assets required by the target device are served. This minimizes the size and number of assets sent to the device and reduces page-load time. Additionally, by leveraging SNOW’s server-side post processing, Rewards Network’s additional security and integration requirements were met. Since SNOW resides at the presentation (or Web server) layer and is independent of the backend integration layer, the development team was able take advantage of the existing unified architecture and associated APIs, accelerating project completion and time to market.

“As our members increasingly use smartphone and tablets to access our websites, it’s essential that we deliver the best possible experience for these visitors,” added Walsh. “Our SNOW-powered iDine.com mobile website has enabled us to accomplish that quickly. Our members clearly appreciate the enhancements we’ve made.”

Key SNOW benefits

  • Accelerates multi-device development across PC, tablet and mobile—all from a single codebase.
  • Delivers a faster page-load time and better browser performance than existing responsive design techniques.
  • Leverages existing web assets, code and backend integration points to shorten the time to market for any website.
  • Additional server-side intelligence gives developers the ability to fine-tune the user experience by adjusting features, content or layout for specific devices.

To learn more about SNOW, visit the Code With Snow website or download the white paper.

About Rewards Network

Rewards Network is a results-driven, measurable marketing program that helps restaurants fill more tables and build a loyal customer base. Rewards Network provides access to over 3.2 million passionate diners, driving new and repeat visits by offering rewards such as airline miles, hotel points, charitable contributions and more. The company promotes over 10,000 restaurants to diners via web, email, social media, and mobile marketing, and also provides valuable customer feedback and performance tracking to help restaurants improve service and increase profits. For more information, visit www.rewardsnetwork.com or follow Rewards Network on Twitter

About Trilibis

Trilibis develops server-side responsive design technology for businesses, brands and web development firms need a true “One Web” website architecture. SNOW, the company’s core product, makes websites device-aware and enables developers to design high-performance websites that work perfectly on all desktop and mobile browsers, and to unlock device-specific features and functionality that make websites mobile-ready, delightful and profitable. Trilibis is a private, venture-backed company located in San Mateo, California. For more information, visit www.trilibis.com or follow @trilibismobile.

Copyright 2014 Trilibis Inc. All rights reserved. Trilibis and SNOW are trademarks of Trilibis Inc. Other trademarks are registered trademarks and the properties of their respective owners.

Twitter: .@RewardsNetwork uses @TrilibisMobile SNOW to boost #mobile #engagement for @iDine #loyalty program

Trilibis™ server-side SNOW™ technology brings comprehensive mobile device awareness to iDine.com. With iDine.com now delivering a seamless experience for mobile visitors, site abandonment rates have decreased, the visitor bounce rate has been halved, and iDine.com has seen a two-fold increase ... Read More


Trilibis’ Suntae Kim To Present at Mobile+Web DevCon 2014

January 28th, 2014 by

Front-end Web developers, CTOs, web architects and digital marketing professionals can learn how to make their websites device-aware and able to optimize Web content for the mobile user

SAN MATEO, Calif.—January 28, 2014: Suntae Kim, VP of professional services at Trilibis, is a featured speaker at this week’s Mobile+Web DevCon 2014 in San Francisco. Mr. Kim will present “Device-Aware Web Frameworks for Better Programming,” and discuss how to streamline website development across all devices while improving users’ experience on high-traffic e-commerce and media websites.

Mr. Kim will discuss why there has been a shift from mobile-specific websites to an efficient One Web strategy. Attendees will also learn how new server-side technology can offer the benefits of responsive design by providing a screen-centric adaption for all devices, while also delivering the additional benefits of server-side processing for faster load time and a user experience optimized for specific mobile devices. Learn more about his presentation here.

To learn more about Trilibis technology, visit the Code With Snow website or download the white paper.

Where to meet Suntae Kim and Trilibis at Mobile+Web DevCon 2014

If you are unable to attend the conference but would like to learn more about using SNOW for multi-device website development, please contact us.

Suntae Kim – bio

Suntae Kim manages professional services at Trilibis, providing multi-device One Web solutions to high-profile customers like Univision, Fandango, NBA and more. The One Web technique brings device-awareness to the web, delivering the best user experience and performance optimized for the user’s device — whether it is a desktop, tablet or smartphone.

About Trilibis

Trilibis develops server-side responsive design technology for businesses, brands and web development firms that need a true “One Web” website architecture. SNOW, the company’s core product, makes websites device-aware and enables developers to design high-performance websites that work perfectly on all desktop and mobile browsers, and to unlock device-specific features and functionality that make websites mobile-ready, delightful and profitable. Trilibis is a private, venture-backed company located in San Mateo, California. For more information, visit www.trilibis.com or follow @TrilibisMobile.

Copyright 2014 Trilibis Inc. All rights reserved. Trilibis and Snow are trademarks of Trilibis Inc. Other trademarks are registered trademarks and the properties of their respective owners.

Front-end Web developers, CTOs, web architects and digital marketing professionals can learn how to make their websites device-aware and able to optimize Web content for the mobile user.  SAN MATEO, Calif.—January 28, 2014: Suntae Kim, VP of professional services at ... Read More


HP Autonomy Partnership

January 27th, 2014 by

Today, we formally unveiled our partnership with HP Autonomy, an enterprise software giant that is now using SNOW™ to deliver highly optimized mobile content for its TeamSite customers. We here at Trilibis are super excited to be working with the leader in the Web content management (WCM) space.

HP TeamSite already provides a wide range of capabilities to help marketers deliver more engaging customer experiences across web, email, and social media touch points. By integrating SNOW, HP enables TeamSite-powered websites to be device-aware and optimized for any mobile device, tablet or desktop browser. Even better, TeamSite users don’t need to send their website visitors to a separate m.site experience (as is currently the case for other WCM products) — HP can now offer its customers a true One Web (see W3C definition of One Web) experience across over 4,000 devices, all from within TeamSite.

This is a huge milestone for Trilibis and testimony to the power of SNOW. If you have been following Trilibis, you know that SNOW (Software eNabling One Web) technology helps to make websites device-aware from a single codebase by post processing the HTML/CSS for the specific capabilities and physical characteristics of the accessing device. This not only improves site load-time and performance, but also gives marketers complete control of the user experience for different devices — just by adding SNOW tags.

On a more personal note, everyone at HP Autonomy has been great to work with. Big thanks go out to their technical team for their teamwork with the integration of SNOW into TeamSite; and also to the HP sales team, who have been selling this integrated solution to their customers and including us in these discussions. We look forward to a long and prosperous partnership.

We hope to post updates of HP TeamSite customers that are implementing TeamSite’s new mobility features soon. Stay tuned for more!

Today, we formally unveiled our partnership with HP Autonomy, an enterprise software giant that is now using SNOW™ to deliver highly optimized mobile content for its TeamSite customers. We here at Trilibis are super excited to be working with the ... Read More



Trilibis is at Mobile + Web DevCon in San Francisco

January 27th, 2014 by

Trilibis @ DevConTrilibis is proud to sponsor this year’s Mobile + Web DevCon in San Francisco, January 28 to 30, 2014. The title of the show speaks for itself, and underscores what we at Trilibis have been talking about for some time: the fast-growing trend of diverging from fragmented websites toward a One Web approach that encompasses all devices.

 

In fact, our own Suntae Kim, VP of Professional Services, will be giving a presentation titled “Device-Aware Web Frameworks for Better Programming.” In this presentation, Suntae will explain this shift from fragmented web to a cohesive One Web strategy that delivers the best user experience on all platforms. He will also share how server-side technology can deliver the benefits of responsive design by providing a single code base that adapts to screen size, while also delivering the additional benefits of server-side processing for faster load time and user experience optimization for mobile devices. This will be followed by demo of SNOW. You can learn more about his presentation here.

If you are in San Francisco this week, and want to attend, you can register here. Drop me a line at tverani@trilibis.com if you would like to meet at the show.

If you are unable to come to the show, you can visit the Code With Snow website or download the white paper to learn more about Trilibis’ technology for making websites device-aware.

Trilibis is proud to sponsor this year’s Mobile + Web DevCon in San Francisco, January 28 to 30, 2014. The title of the show speaks for itself, and underscores what we at Trilibis have been talking about for some time: ... Read More


We Need a Web That’s Device-Aware

January 9th, 2014 by

Wired-Innovation-Insights-snippet_header
This article originally appeared on the Wired Insights blog at: http://insights.wired.com/profiles/blogs/we-need-a-web-that-s-device-aware
 
Ted Verani heads up sales and marketing here at Trilibis. He recently posted a thought-provoking article for Wired.com, in which he outlines the need for a device-aware Web. Head over to the Wired blog to post your thoughts and see comments from others.
 
We Need a Web That’s Device-Aware
 
The Web continues to mature as evolving technologies and devices shape its capabilities. From a Web 1.0 infant to a Web 2.0 toddler, websites offered interactivity to engage the viewer. With the arrival of device-aware websites, the Web has officially become a teenager, with a self-awareness that brings new levels of functionality.

Mobile Users Are Calling the Shots

It’s 2014 and I am happy to say that I no longer have to explain why companies need a mobile website. The billions of mobile devices now in the hands of consumers, ranging from top-of-the-line smartphones and tablets to low-end phones, have made a mobile website am essential component of any digital marketing strategy. Consequently, consideration of the user experience on these fast-evolving mobile devices has emerged as a major concern because these easily distracted mobile users are much less tolerant of a poor experience.


The Mobile Web’s Humble Beginnings

Until recently, for many companies, having a mobile website meant developing an “m-dot” experience that was distinctly separate from the desktop version of their website. Though this dedicated site approach can offer flexibility and control over the mobile experience, it also typically means the mobile site evolves at its own pace, often resulting in an inconsistent user experience and feature set across platforms. Additionally, the requirement to fork the code base as well as manage two websites (instead of just one) sends associated development and maintenance costs through the roof.


Digital marketers are often frustrated by multiple dedicated sites, since they now have to implement complex, cross-device URL mapping so that users shifting between different devices can get to the same content. Finally, having multiple sub-domains can also negatively impact search results as indexing becomes fragmented across the various URLs.


During the Mobile Web’s infancy this approach was adequate, but as mobile usage has taken off, many companies have started to re-examine these “segmented web” strategies. This has conveniently coincided with the explosive trend toward responsive Web design (often called responsive design, or RWD).


The Emergence of ‘One Web’

Responsive design is all about creating one website to fit all screen sizes, ranging from a giant desktop display to the smallest smartphone. Responsive sites are created from a single codebase by using proportion-based grids, flexible images, and CSS3 media queries. The device’s web browser, or “client,” uses media queries to determine the screen size and adapt the websites layout and rescale the content accordingly. For many, it is quite exciting to see a website seamlessly adapt its layout to the device at hand. The Web community at large has embraced responsive design as a scalable way to achieve a cross-device Web experience from a single code base. However, responsive design is not without its own challenges.
  1. Mobile Context: While it addresses layout problems, and elegantly expands and contracts according to a screen’s width, responsive design is a one-size-fits-all-approach that makes it difficult to optimize for design consideration or differentiated use-cases, such as offering the customer a mobile-specific shopping experience. Thus, you end up making trade-offs in your design if going responsive.
  2. Performance: Responsive design forces the browser to handle the bulk of the processing work. The client is sent the entirety of website data, irrespective of local device capabilities, and must determine which layout and assets to present. The result is longer load times and Web pages that often perform poorly on mobile handsets — a major headache for media or e-commerce companies, who pay close attention to load times to retain the attention of the fickle mobile consumer.
  3. Development time: Responsive design typically requires a large-scale rebuild of a company’s Web presence. From UI/UX design to the final testing phase, there are many things that go into the development of a good responsive site and making sure the experience is optimized for a wide variety of devices. It usually takes longer to convert an existing website into a responsive site than to build one from the ground up.
 
Responsive design is a big step in the right direction and the number of responsive sites is growing daily. However, a truly exceptional One Web experience that also addresses the unique characteristics and limitations of mobile devices requires more than just simply shifting layout and styling to conform to a device’s screen width.

Websites Become Device-Aware

Recently, responsive design methods have been augmented with server-side approaches that optimize the code for the accessing device before it is sent to the client browser. This emerging trend, sometimes called RESS (responsive design with server-side controls), can deliver much faster load times and a far better experience for the end user.


Drawing on years of developing mobile websites for our clients, the team here at Trilibis wondered how we might improve on the responsive design approach to deliver the best possible One Web experience. We talked to our clients and learned that they wanted flexibility and control. They also didn’t want to be locked into a proprietary site-building toolset, preferring instead to work directly with code. We explored the idea of enabling server-side controls and device targeting as a natural part of website development — essentially adding more intelligence to the server itself.


The result is SNOW (Software eNabling One Web) — a server-side software technology that enables delivery of optimized web content to targeted devices and browsers. With SNOW, you can create multiple web experiences with one code base under a single domain.


Here’s how it works:
  1. HTML5-compliant SNOW tags are added directly to the website HTML, CSS or UI template code. These tags specify if and how content or code blocks should be displayed on a given device, OS or browser by choosing from over 40 pre-defined device and browser groups or creating your own custom device grouping.
  2. SNOW software is installed on the Web server. This software plug-in includes over 4,000 device profiles, device taxonomy for grouping, and a high-speed content parsing engine.
  3. At runtime, SNOW detects the accessing device, scans the HTML/CSS code for device-awareness tags and post-processes it, generating only the optimized code and content appropriate for the device. This post-processing determines the layout, images, colors, and feature-set as defined by the developer for the target device group.
  4. The Web server then delivers only device-specific web assets and content for the specific device.
SNOW Advances Brands Toward a One Web Strategy

Marrying server-side technology with responsive design techniques allows the server to do the device-specific performance optimization that cannot be done using pure client-side responsive design techniques. The result is that much less data is sent to the device, resulting in fast load times (up to 2x faster), and a far better experience for the visitor. Adding server-side controls to a website’s architecture also provides more technical flexibility and the ability to fine-tune page presentation and features for the best possible cross-device Web experience.


While the Web is still a way from adulthood, companies now have the means to create exceptional Web experiences across the broad range of today’s connected devices. As development strategies continue to progress, my hope is we’ll see many more websites utilize server-side intelligence to backup their responsive design. Not just for the significant performance improvements to be had, but because this will advance our cross-device Web experiences to a more capable (and mature) Web.
This article originally appeared on the Wired Insights blog at: http://insights.wired.com/profiles/blogs/we-need-a-web-that-s-device-aware   Ted Verani heads up sales and marketing here at Trilibis. He recently posted a thought-provoking article for Wired.com, in which he outlines the need for a device-aware Web. Head over ... Read More


SNOW Release Blog Post

October 18th, 2013 by

Here at Trilibis, we have been heads down the last few months on a big product initiative that I am very excited to share with you.  What began as a major overhaul of SmartPath, our patented mobile publishing platform, led to the development of a new server side technology for One Web.  It is such a departure from our background in mobile development that we had to give it a new name. We call it SNOW, and it is now available for companies to use themselves for their sites or clients’ sites.

In developing SNOW, our goal was to find a way to simplify web development for today’s multi-device landscape.

SNOW (Software eNabling One Web) is the first HTML5-compliant server-side software that simplifies multi-device web development on a single code base by allowing designers/developers  to add device awareness tags within HTML/CSS files and post process the files at the web server layer before sending to the device (PC, tablet and mobile).

The result is a device-aware website that seamlessly adjusts the layout and user experience to different devices, and loads faster on smartphones and tablets than sites built using Responsive Design.  Using SNOW, developers are also able to control site features and layout to deliver a differentiated experience for mobile users.

And, unlike proprietary end-to-end mobile publishing platforms, SNOW can be used in conjunction with other web development tools, open source libraries and Responsive Design techniques to enable the best possible implementation of One Web.

Make your website device aware by using SNOW.

To learn more about coding with SNOW, visit the Code With Snow website or download the white paper.

Let it SNOW.

Here at Trilibis, we have been heads down the last few months on a big product initiative that I am very excited to share with you.  What began as a major overhaul of SmartPath, our patented mobile publishing platform, led ... Read More


Why a One-Web approach works better than mobile Web

October 18th, 2013 by

mobile_marketed_header
This article originally appeared on Mobile Marketer at: http://www.mobilemarketer.com/cms/opinion/columns/16409.html

Ted Verani heads up sales and marketing here at Trilibis. He recently contributed this piece about why a One-Web approach offers superior benefits for e-tailers. Head over to Mobile Marketer to post your thoughts and see comments from others.

Ted Verani By Ted Verani

The rise of mobile has been breathtaking. With smartphones passing the 50 percent penetration mark and 39 percent of online traffic coming from mobile devices (comScore), it is safe to say that mobile has risen and is here to stay.

We are living in a multi-screen world where consumers devour digital content on multiple devices, at multiple locations, and in different usage modes. Having an engaging, all-around Web experience across mobile, tablet, desktop and beyond is fast becoming a digital imperative for today’s marketers. But how do we as marketers best achieve a true cross-platform Web presence for our customers?

Dedicated mobile sites are done
In the early days of the mobile Web, mobile optimization meant developing a dedicated mobile site with its own URL, such as m.mysite.com. This distinction caused mobile Web sites to diverge from PC sites and evolve at their own pace, typically with a more limited feature set.

Keeping mobile Web sites separate made sense when mobility meant quick, on-the-go access to the most important content and, for most brands, this was the best path forward.

While the dedicated site approach offers flexibility and control over the mobile experience, it has serious drawbacks:

• Inconsistent user experience: Web sites change often, making it challenging for content owners to make updates across all versions when they are maintained separately.

• Escalating development and maintenance costs: As the number and depth of dedicated sites grow, so does the cost of their development and maintenance. API integration with various data sources can also present a considerable challenge.

• Fragmentation of URLs: With multiple dedicated URLs, brands have to implement complex, cross-device URL mapping if they wish to allow users to navigate between different devices. Using multiple sub-domains can have a negative impact on search results, as indexing becomes fragmented across the various URLs.

Rise of one Web with responsive design
Today, many brands are looking to merge their fragmented Web presence to deliver a more holistic, unified experience across all devices and take advantage of economies of scale.

This trend is fueled by the emergence and popularity of responsive design, a client-side technique that seamlessly adapts Web site layout to various devices.

Responsive design enables developers to create screen-optimized experiences from a single code base by using fluid, proportion-based grids, flexible images and CSS3 media queries.

The Web community, at large, has embraced this as a scalable way to achieve today’s gold standard: a cross-device Web experience that stems from a single code base and performs well on any platform. In other words, a one Web experience.

However, responsive design is not without its own limitations:

• Mobile context: While it addresses layout problems, and elegantly expands and contracts according to a screen’s width, responsive design is a one-size-fits-all approach that makes it difficult to take into account the potential for differentiated use-cases, such as a mobile-specific shopping experience.

• Performance: Responsive design forces the device’s browser to handle the bulk of the processing work. The browser is sent the entirety of Web site data, irrespective of device, and must determine which layout and assets to present. The result is longer load times and Web pages that perform poorly on mobile handsets.

Retailers and major brands know that site performance directly affects their overall visitor experience and whether they make a sale, which is why many still have dedicated mobile sites.

In fact, 40 percent of customers have turned to a competitor’s site after a bad mobile experience (Google).

• Cost: Responsive design typically requires a complete overhaul of a company’s Web presence.
From UI/UX to content, there are many things that go into the initial development period of a responsive site.

While retooling their entire Web presence could prove beneficial for many companies, the monetary and labor costs in doing so can be quite high.

Optimizing one Web with server-side controls
Responsive design is a huge step in the right direction to achieve a one Web experience.

However, a truly exceptional user experience on the Web requires more than simply shifting layout and styling to a device’s screen width.

Performance and user context are two critical areas where responsive design alone cannot get the job done.

An improved approach involves the use of responsive design methods in conjunction with server-side technologies that can handle the processing at the server level, optimizing the code for the accessing device before it is sent to the client browser.

This emerging trend, sometimes called RESS (responsive design with server-side controls), can deliver much faster load times and a far better experience for the end user.

The addition of server-side controls allows a developer to serve only the required website assets to the accessing device and cut down on unnecessary browser load — especially important when images and other rich media are being served.

Rather than serve all media assets and force the bandwidth-starved mobile device to choose what to show and hide, one can leave this decision to the server and send only the optimized images and video intended for that device.

In a world where the average page weight has increased 28 percent year over year, now up to over 1MB, it is easy to see how using server-side optimization for Web assets can drastically improve a page’s performance. This is particularly crucial for media and retail businesses where Web site load time is critical and directly affects revenue.

It is important to note that responsive design with server-side optimization is more than just a design technique.

Adding server-side components to a Web site’s architecture provides more technical flexibility and the ability to fine-tune presentation for an optimal cross-device Web experience.

For example, a retailer can tweak design to ensure an ecommerce site functions better with a mobile-specific shopping cart, or a large content-focused site may require entirely different ad placement based on device and user context.

Server-side controls can easily allow for a complete swap of crucial elements based on any number of characteristics.

Right tools can make all the difference
There is no arguing whether a one Web experience is critical for a company’s online success today. But the path to get there can be long and arduous, fraught with difficult decisions and complex development challenges.

Choosing the right tools for the job can make or break a marketer’s budget, yet has the potential to turn a mediocre Web site into an exceptional cross-platform customer experience.

For this reason, Web technology should be focused on creating server-side solutions to simplify multi-device development.

Marrying server-side technology with responsive design techniques allows the server to do all the heavy lifting, while providing the visitor with a clean, high-performing Web experience.

Ted Verani is senior vice president of sales and marketing at Trilibis, a San Mateo, CA-based provider of Web development technology and advanced mobile solutions. Reach him at tverani@trilibis.com

This article originally appeared on Mobile Marketer at: http://www.mobilemarketer.com/cms/opinion/columns/16409.html Ted Verani heads up sales and marketing here at Trilibis. He recently contributed this piece about why a One-Web approach offers superior benefits for e-tailers. Head over to Mobile Marketer to post your thoughts ... Read More


Trilibis Accelerates One Web Development By Making Websites Device-Aware

October 15th, 2013 by

SNOW delivers the benefits of responsive design across all devices - but also delivers excellent page-load performance by moving device optimization to the Web server. (PRNewsFoto/Trilibis)

SAN MATEO, Calif., Oct. 15, 2013 /PRNewswire-iReach/ – Trilibis, the leader in One Web development, aims to accelerate the development of device-aware websites with the launch of SNOW (Software eNabling One Web), a new generation of HTML5-compliant server-side software that lets developers build websites that automatically optimize for any mobile device or browser. Websites developed with SNOW are founded on a single codebase, promote proper URL structure by not requiring “m-dot” domains, automatically adjust their layout and user experience to different devices, and optimize load times for today’s bandwidth-constrained smartphones and tablets.

(Photo: http://photos.prnewswire.com/prnh/20131015/MN96868)

“Companies want to develop a One Web experience for their online brand presence, but creating single-codebase websites that automatically optimize for today’s multi- device world can require significant—and costly—customization,” said Ted Verani, SVP of sales and marketing at Trilibis. “SNOW enables Web developers to build device-aware websites that load fast and deliver an excellent Web experience for every visitor, no matter what handset or tablet they are using.”

SNOW offers significant improvements over responsive design techniques
Responsive design has taken off as a means to a One Web experience. However, this approach employs a client-side design methodology that only partially addresses the need to deliver an excellent experience for all devices. Further, responsive design does not provide for optimization of websites so they can take advantage of the capabilities of the latest tablets. And, because responsive design relies on the browser to optimize a Web page for the device, it frequently results in longer page-load times — a major concern for operators of e-commerce websites.

SNOW delivers the benefits of responsive design across all devices — but also delivers excellent page-load performance by moving device optimization to the Web server. To enable device-specific experiences and content, developers simply add HTML5-compliant SNOW tags to a website’s HTML, CSS or UI template code. These tags specify if and how content, HTML code blocks, and styling should be displayed on a given device, OS, or browser. When a desktop or mobile browser requests a Web page, the SNOW-powered Web server post-processes the HTML and CSS code according to these device-designating tags, serving only the code appropriate for the requesting device, thereby decreasing the payload sent to the target browser and improving performance. Developers are also able to control site features and layout to deliver a differentiated experience for mobile users.

What Web architects are saying about SNOW
SNOW was recently used to fast-track a mission-critical website for Latin American TV channel BBC Entertainment. David Hanono, digital business development director for BBC Worldwide Latin America & U.S. Hispanic, led the project to deploy a One Web solution so that viewers of the popular British TV show Top Gear, on its original UK version, were able to participate in a trivia contest, watch exclusive videos, and connect with the show’s social media platforms; all in relation to the promotion of the launch of Top Gear Week Special and Top Gear’s 20th season. “We commissioned to Trilibis the development of a web solution for Concurso Top Gear Week (Top Gear Week Contest) during the month of August 2013. The objective was to deliver a multi-device web solution, which was made available for desktop browsers, smart phones and tablets,” said Hanono. “It was achieved in record three-week time, which enabled us to commit to a fast turnaround to market with the confidence of knowing that our viewers would be able to enhance their viewing experience, and certainly enjoy their participation through multiple devices.”

When Chicago-based Rewards Network needed to ensure an optimum experience for mobile visitors to its iDine.com website, it turned to SNOW. The new SNOW-powered website automatically detects which type of tablet or smartphone is being used to access the site, and delivers the optimum layout for that device. “The launch of SNOW has had a substantial impact on visitor engagement,” said Kara Walsh, chief marketing officer at Rewards Network. “We quickly saw our bounce rate drop by more than 50 percent, and a resulting uplift in member enrollment.”

Key SNOW benefits
Accelerates multi-device development across PC, tablet and mobile—all from a single codebase.

  • Delivers a faster page-load time and better browser performance than classic responsive design techniques.
  • Leverages existing Web assets, code and backend integration points to shorten the time to market for any website.
  • Additional server-side intelligence gives developers the ability to fine-tune the user experience by adjusting features, content or layout for specific devices.
  • Can be used in conjunction with other Web development tools, open-source libraries and responsive design techniques to enable the best possible implementation of a One Web design.

To learn more about coding with SNOW, visit the Code With Snow website or download the white paper.

About Trilibis
Trilibis develops server-side responsive design technology for businesses, brands and web development firms need a true “One Web” website architecture. SNOW, the company’s core product, makes websites device-aware and enables developers to design high-performance websites that work perfectly on all desktop and mobile browsers, and unlock device-specific features and functionality that make websites mobile-ready, delightful and profitable. Trilibis is a private, venture-backed company located in San Mateo, California. For more information, visit www.trilibis.com or follow @trilibis.

Media Contact: Tim Cox, ZingPR, +1-650-369-7784, tim@zingpr.com

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SOURCE Trilibis

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SAN MATEO, Calif., Oct. 15, 2013 /PRNewswire-iReach/ – Trilibis, the leader in One Web development, aims to accelerate the development of device-aware websites with the launch of SNOW (Software eNabling One Web), a new generation of HTML5-compliant server-side software that lets developers build websites that ... Read More