What goes unsaid in the article is that this entire remediation journey was preventable. Avoiding React + heavy JS dependencies & JS-driven animation wouldn't have lost them the revenue in the first place. Too many learning this in Darwinian fashion.https://twitter.com/gavindoughtie/status/1231002821878669312 …
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Replying to @slightlylate
You know I’m fully onboard with this, but I wonder if it would be possible to control for “people with fast connections tend to have more money to buy things”
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Replying to @SlexAxton
The linked post controls for device speed, which is one reasonable proxy. But let's put ourselves in the shoes of a manager at said business for a moment...
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Replying to @slightlylate @SlexAxton
First, that manager might try to access his site from an airplane...to some surprise. That manager might also visit a supplier in a more rural area...to some surprise, given that they have "4 bars".
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Replying to @slightlylate @SlexAxton
A thoughtful businessperson might view a lack of access for the less affluent as a reputation risk with their core audience at the margin. Lazier managers might need more convincing that turning the front door of their virtual storefront into a gauntlet is a bad idea...
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Replying to @slightlylate @SlexAxton
So let's review how businesses make money: they pick a strategy, market segment, and sell into it w/ an expected margin. Not all business are the same! Some go for reach over price ("make it up in volume"). There are more of these, and they move more volume.
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Replying to @slightlylate @SlexAxton
Any reach business should reject JS-first out of hand. That is *most businesses*. But let's say that's not our market. We're selling, IDK, Prada handbags or something.
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Replying to @slightlylate @SlexAxton
This sort of firm sells aspiration. They'll make their highest margins on ultra-luxury goods, but most of *their* volume will also be somewhat down-market. What they care about most is margin. A $50 trinket with 40% gross margin is still a winner. So who is that marginal buyer?
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Replying to @slightlylate @SlexAxton
And would a good manager want to lose those sales? (in this scenario, it's "maybe")
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Replying to @slightlylate @SlexAxton
There's a lot of strategy, growth projection work, and brand identity wrapped up in answering this. But we don't need to do that work. In basically zero of the teams I've worked with has there *ever* been a hard tradeoff. *NOBODY* is anywhere *near* the richness/reach frontier.
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In every single case, doing better for everyone does better for the business. Why? Doesn't actually matter. Could be marginal buyer. Could be better service to core market. Does. Not. Matter. The idea we need all this script to deliver richness is a straight-up lie.
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Replying to @slightlylate @SlexAxton
So who's lying and why? Well, some folks honestly believe this tosh. They've been sold a bill of goods and I feel sorry for the users they're trying to reach. Some are leaning into their priors and are afraid to admit the mountain of evidence that shows lowered lifetime value.
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Replying to @slightlylate @SlexAxton
That is, very few folks waving the JS flag want to ever talk about or describe the remediation journeys I see so many of. I tip my cap to Aldo for coming (sort of) clean on the work required once you've persistently destroyed your UX with "modern" frontend.
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