Is Creativity Crushing Your Digital Performance?
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Rob Duross
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5. Load what users want — no more, no less. Here are some basic performance guidelines. With page loads, as long as you're not rendering content above the fold for more than a second or two, bring down items that a user is very likely to need soon, such as navigation thumbnails. With in-page loads, actions such as dropping down navigation menus and displaying tabbed content must occur with no delay. With in-page features (e.g., video streams or interacting with product photos), a user might be interested in them even if it takes a second to load.
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Rob Duross
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