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+The web is getting fatter and slower. Compare the [HTTPArchive][1] data for this month to six months ago. Chances are you'll find that overall page size has grown and page load times increased.
+
+This is bad news for the web at large, but it can be good news for your site. It means there's an easy way to stand out from the crowd -- build a blazing fast website.
+
+To do that you should make performance testing part of your design process. Plan for speed from the very beginning and you'll end up with a fast site. Didn't start your site off on the right foot? That's okay. We'll show you how you can speed up existing pages too.
+
+First let's talk about what we mean by performance. Performance is more than page load times, more than page "weight". These things matter, but not by themselves. Load times and download size only matter in relation to the most important part of performance -- how your visitors perceive your pages loading. Performance is ultimately a very subjective thing, despite being surrounded by some very objective data.
+
+Just remember, perception is what matters the most, not numbers. 
+
+This is why performance is not necessarily a concrete target to aim for, but a spectrum. 
+
+At one end of the spectrum you have what are known as ideal time targets. These were [popularized by Jakob Nielsen][2] in his book <cite>Usability Engineering</cite>. Even if you've never read the book, you've probably heard these times mentioned in the context of good user experience:
+
+> * 0.1 second is about the limit for having the user feel that the system is reacting instantaneously.
+> * 1.0 second is about the limit for the user's flow of thought to stay uninterrupted, even though the user will notice the delay.
+> * 10 seconds is about the limit for keeping the user's attention focused on the dialogue. For longer delays, users will want to perform other tasks while waiting for the computer to finish, so they should be given feedback indicating when the computer expects to be done.
+
+The quick takeaway is that you have one second to get something rendered on the screen or your visitor will already be thinking about other things. By the time 10 seconds rolls around they're long gone. 
+
+## Aim High, Fail High
+
+The one second rule makes a nice target to aim for, but let's face it, most sites don't meet that goal. Even Google's generally speedy pages don't load in less than one second. And Google still manages to run a multi-billion dollar business.  
+
+That said, Google has been [very vocal][3] about the fact that it is trying to get its pages down below that magical one second mark. And [it wants you to aim for one second][4] as well. Remember, the higher you aim the higher you are when you fail. 
+
+That said, how fast is fast enough? To answer that question you need to do some performance testing.
+
+You need to test your site to find out where you can improve, but you should also test your competitors' sites as well. Why? It's the other end of the spectrum. At one end is the one second nirvana, at the other are your competitors' sites. The goal is to move your site from that end toward the one second end.
+
+If you can beat another site's page load times by 20 percent people will perceive your site as faster. Even if you can't get to that nearly instantaneous goal of one second or less, you can still beat the competition. That means more conversions and more happy users.
+
+To figure out where you stand, and where your competition stands, you'll want to do a performance audit -- that is, figure out how fast your pages load and identify bottlenecks that can easily be eliminated.
+
+## Running a Performance Audit
+
+There are three tools that form a kind of triumvirate of performance testing -- [WebpageTest.org][5], a web-based performance testing tool, Google's PageSpeed tools, and the network panel of your browser's developer tools.
+
+These three will help you diagnose your performance problems and give you a good idea of where you can to start improving.
+
+To show you how these tools can be combined, we're going to perform a basic performance audit on the [Sifter homepage][6]. We'll identify some performance "bugs" and show you how we found them.
+
+The first step in any performance audit is to see where you're starting from. To do that we use WebpageTest.org. Like BrowserStack, which we've [written about before][7], WebpageTest is a free tool built around virtual machines. You give it a URL and it will run various tests to see how your site performs under different conditions. 
+
+## Testing with WebpageTest
+
+Head over to WebpageTest, drop the URL you want to test into the form and then click the yellow link that says "Advanced Settings". Here you can control the bandwidth being used, the number of tests to run and whether or not to capture video. There's also an option to keep the test results private if you're working with a site that isn't public.
+
+To establish a performance baseline we suggest running two separate tests -- one over a high speed connection (the default is fine) and one over a 3G network. For each test you'll want to run several passes -- you can run the test up to 9 times -- and let WebpageTest pick the median. We typically run 7 (WebpageTest will pick the median result so be sure to use an odd number of tests). Also, make sure to check the box that says "Capture Video".
+
+Once your tests are done you'll see a page that looks something like this:
+
+![screenshot of initial rest results page]
+
+There are a bunch of numbers here, but the main ones we want to track are the "Start Render" time and the "Speed Index". The latter is the most important of the two.
+
+What we really care about when we're trying to speed up a page is the time before the visitor sees something on the screen. 
+
+The overall page load time is secondary to getting *something* -- anything really, but ideally the most important content -- on the screen as soon as possible. Give your visitors something to hold their interest or interact with and they'll perceive your page as loading faster than it actually is. People won't care (or even know) if the rest of the page is still loading in the background. 
+
+The [Speed Index metric][8] represents the average time it takes to fill the initial viewport with, well, something. The number is in milliseconds and depends on size of the viewport. A smaller viewport (a phone for example) will need less on the screen before the viewport is filled than a massive HD desktop monitor.
+
+For example, let's say your Speed Index is around 6000 milliseconds over a mobile connection. That sounds pretty good right? It's not one second, but it's better than most sites out there.
+
+Now go ahead and click the link to the video of your page rendering and force yourself to sit through it. Suddenly 6 seconds doesn't sound so fast does it? In fact it's a little painful to sit through isn't it? If you're like us you were probably fidgeting a little before the video was over. 
+
+That's how you visitors *feel* every time they use your site. 
+
+Now that you have some idea of how people are perceiving your site and what it feels like, it's time to go back to the numbers. In the next installment we'll take a look at some tools you can use to find, diagnose and fix problems in the HTML and improve the performance of your site.
+
+
+[1]: http://httparchive.org/
+[2]: http://www.nngroup.com/articles/response-times-3-important-limits/
+[3]: http://www.youtube.com/watch?v=Il4swGfTOSM
+[4]: http://googlewebmastercentral.blogspot.com/2013/08/making-smartphone-sites-load-fast.html
+[5]: http://www.webpagetest.org/
+[6]: https://sifterapp.com/
+[7]: link
+[8]: https://sites.google.com/a/webpagetest.org/docs/using-webpagetest/metrics/speed-index