You can use automated image optimization tools to compress your images. However, if you also take the time to manually optimize them, you can further improve your results. Here are five techniques for manually optimizing images.

Gaussian Blur JPEG Optimization

Gaussian blur softens the details of an image. In photo-editing, it’s typically used to enhance a photo’s quality or to give it an interesting visual effect.

However, if you only introduce a small amount of Gaussian blur to a photo — an amount that doesn’t alter its visual fidelity too much — you can lower its file size.

Demonstration

The following image is 60.9 KB:

We’ll open the image in Photoshop and then we will apply Filter > Blur > Gaussian Blur.

We then increase the Radius option until it starts to noticeably reduce the sharpness of the image. When then choose a value that’s visually acceptable to us.

After applying the Gaussian Blur filter, we then save our image in the normal manner.

Here is the optimized image:

The optimized image is 58.7 KB — a 3.6% decrease in file size.

Image Posterization

Posterization allows us to lower the file size of an image without harming the perceived image quality too much. Posterization works by converting continuous color gradients into non-continuous segments that require fewer colors to render.

Demonstration

In this demo, I will use a PNG image from a freebie:

The PNG image above is 51.0 KB.

I opened the PNG image in Photoshop to posterize it.

To posterize the image, go to Image > Adjustments > Posterize. In the Posterize dialog window, check the Preview option to see your edits in real-time. Set the Levels option to the lowest possible value you can get away with.

For my example, at a Levels value less than 76, the perceived image quality degradation is no longer acceptable to me.

After applying the image adjustment, we then just save the PNG as we normally would.

Below is the optimized image:

Because I was very aggressive with the posterization, the optimized image is only 37.6 KB — a 26.3% decrease in file size.

Further Reading

• Clever PNG Optimization Techniques — this article on Smashing Magazine goes into greater detail on how posterization works and covers other advanced image optimization tricks such as scanline filtering and dirty transparency
• Most Effective Method to Reduce and Optimize PNG Images — this step-by-step tutorial shows you how to posterize images in Photoshop
• Image Posterization — This article discusses the technical aspects of posterization

Pixel-fitting

Pixel-fitting is a useful technique for ensuring high-quality results for vector graphics that are converted to raster graphics.

Simple, non-photographic images such as icons and logos are best created as vector graphics because doing so allows us to scale them to different sizes without fidelity loss.

However, a problem often occurs when vector graphics are converted into static image formats (raster graphics) such as JPEG or PNG. When we use an image-editing software like Photoshop to automatically convert a vector graphic to a raster graphic, it tries to do its best to smooth out the edges — an automated process referred to as anti-aliasing.

The results of anti-aliasing varies. Often it leads to poor-quality results. In order to enhance the quality of the graphic, we can manually edit the pixels to make sure they fit inside the pixel grid. This is called pixel-fitting (or pixel hinting).

Source: dcurt.is

Using an image editor such as Photoshop, you can zoom into the vector graphic and then manually move its vector paths a bit until they fit perfectly inside the pixel grid before you save the vector as a raster:

Pixel-fitting only works for straight lines so you will have to rely on anti-aliasing to display curves.

Further Reading on Pixel-fitting

• Pixel-fitting — Dustin Curtis’s Pixel-fitting tutorial and discussion
• Pixel Hinting Vectors in Photoshop — video tutorial on how to pixel-fit your vector graphics using Photoshop
• How to Achieve Pixel Perfection in Photoshop — another video tutorial on how to perform pixel-fitting

8-pixel Grid JPEG Optimization

I came across this trick from Smashing Magazine’s article called Clever JPEG Optimization Techniques. In the same article, you will also find other useful tricks for optimizing JPEGs.

A JPEG image is divided into 8x8px blocks, and each block can be treated as its own entity.

By carefully aligning parts of the image within the 8x8px grid you can lower the file size of the image as well as get better image-quality results.

To demonstrate: I created two identical 8x8px square objects that I then saved in JPEG using a very high compression level (to make the difference more pronounced). The top square is not aligned inside the 8x8px grid.

Notice the quality difference and the extra pixels that are rendered for the one that isn’t aligned to the 8x8px grid.

This optimization trick is useful for JPEG images containing rectangular objects because you can easily fit them in a grid.

Further Reading

• JPEG optimization. Part 1 — Sergey Chikuyonok (author of the Smashing Magazine article mentioned above) discusses the 8x8px JPEG concept in this tutorial

Selective JPEG Compression

The way typical JPEG compression works is a fixed level of compression is applied to the entire image.

In selective JPEG compression, we manually specify different compression levels for different areas of the image.

For example, we might want important areas of a photo to have a lower level of compression/higher-quality because we want to ensure that those areas look good. But then for other parts of the same image, like the photo’s background and low-detailed sections, we might be able to get away with a higher level of compression/lower-quality.

Demonstration

Selective JPEG compression can be done using Adobe Fireworks.

The photo below is compressed at a quality level of 80. Its file size is 54.0 KB.

Looking at the original photo, it appears that we use selective image compression, particularly by increasing the compression/lowering the quality of the blue sky in the background and most of the black wires.

In Adobe Fireworks, we can mask the areas we want to protect. The masked area will have a higher quality level (80)/lower image compression. The rest of the image — the parts that are not masked — will get a lower quality level (60)/higher image compression.

We can use one of the Lasso tools (in my case, I used the Polygon Lasso tool) to place a marquee selection around parts we want to protect.

Once you are done selecting around the high-quality areas, go to Modify > Selective JPEG > Save Selection as JPEG Mask.

The parts of the image that will have a quality level of 80 will now be highlighted:

In the Optimize panel, lower the Quality option to 60 and set the Selective quality option to 80. (If you can’t see the Optimize panel, make sure Window > Optimize is checked.)

Then just go to File > Save as to save the original image as a JPEG.

The image shown below uses selective compression. It’s 50.2 KB – a 7.0% decrease in file size versus the non-selective compression I showed you earlier.

You will have to play around with the selective compression settings and masking in order to get your desired results. In the case example above, detail-oriented folks will notice a huge difference between the two images. However, the results of the optimization might be alright under most people’s standards.

Selective JPEG compression is very time-consuming and the file size reduction is only slight in most instances. It’s impractical if you’re dealing with a lot of photos. However, if you are really concerned about optimizing image quality and image file size, this is one option.

Further Reading

• Selectively compressing areas of an image — an old tutorial on Adobe.com detailing the steps for selective image compression using Fireworks

Conclusion

There are simpler ways to optimize an image. Just using automated tools such as Photoshop’s Save for Web & Devices command and lossless compression tools like Smush.it can greatly reduce your image file sizes.

However, if you’re looking for finer image optimization control and even more file size reductions, try out the tricks above. An ideal workflow would be to use a lossless compression tool like Kraken.io or Smush.it, which will remove a big chunk of your image’s file size without affecting its quality. And then you can use the appropriate tricks discussed above to fine-tune your results.

Related Content

• The Comprehensive Guide to Saving Images for the Web
• 8 Excellent Tools for Optimizing Your Images
• 22 Professional Photoshop Image Enhancing Tutorials
• Related categories: Graphic Design and Website Management

About the Author

Rahul Mistry a web design enthusiast and writer for Heart Internet. Connect with Rahul on Twitter @mistry213 and Google+.

The post Advanced Image Optimization Tricks appeared first on Six Revisions.

Conversion rate optimization (CRO, for short) is having a moment among marketers. With the rise of billion dollar companies built on the back of clever growth hacks and continual optimization, more marketers are jumping on the bandwagon. In general, a greater awareness of measurable website performance is a good thing.

The widespread embracing of rigorous and continual testing is something that’s long overdue. However, the rush to CRO is full of pitfalls, as marketers focus on conversion at any cost — including the delivery of a valuable and enjoyable user experience.

As user experience professionals we’re on the front lines of this new CRO imperative. We’re asked to run tests, design new user flows, and rapidly prototype new page layouts all in the name of increasing conversion rates. But as keeper of the user experience it’s critical that we bring the big picture view of UX strategy to the table and ensure that CRO tests are appropriate within the overall user experience framework.

Below are four mistakes that many organizations make when it comes to CRO and UX. Be on the lookout for these, and steer your team back to the real goal of CRO — creating lasting value for users and the business.

1. Creating or maintaining organizational silos

The prevailing myth about growth is that it’s the responsibility of a lone growth hacker — a marketer who holds the keys to magically growing businesses. This couldn’t be further from the truth. Growth isn’t a single person or department’s responsibility. The most successful companies are aligned around growth across the organization. UX is just as responsible as the marketing department for building the business.

Growth teams are popping up at companies everywhere. Growth hackers, CRO specialists and data scientists are being brought onboard to figure out growth. What’s missing from these teams? User experience professionals who can bring these new initiatives to the product while ensuring the goals of the user and business are met.

Solution: ensure UX is represented on CRO and growth teams

UX representation isn’t just a nice to have — it’s essential. Someone on your team needs to be involved and vested from the very beginning. It’s mistake number one to silo user experience from conversion rate optimization and growth. To find breakthroughs that create sustainable growth, UX has to be at the table as part of the team focused on conversion optimization.

2. Optimizing short term gains over long term value

Marketers new to CRO can often place a short-term premium on quick wins at the expense of UX. This often manifests itself as button color testing or layout A/B tests that scratch the surface of a true testing rubric.

Other tests will call for UX decisions that create some pain for the user in the short run to optimize a surface level metric like email address captures. More nefariously, you may run into CRO experiments that prescribe dark or anti-pattern UX. Whether intentionally dark, or just overly aggressive, these patterns can drive short term gains at the expense of user goodwill and long-term value.

Solution: focus UX optimization on sustainable growth

Sustainable growth comes not from short-term bumps, but from getting as many of the right people to your must have experience. What’s a must have experience? It’s the thing that your users love so much about your product that if it disappeared tomorrow they’d be crushed.

CRO, when done right, is a continual process of optimization that focuses on delivering more people in your target audience to that must have experience. As the responsible party for the UX you’re in control of connecting people to this experience.

A simple way to think of conversion rate is through this formula:

Conversion Rate = Desire – Friction

If visitor desire is high, your UX can be laden with friction and you’ll still generate conversions as passionate people fight through to the end goal. If your visitor desire is low, and your friction is high, you’ll end up with people jumping ship early and often.

It’s up to the growth team to deliver people with appropriate levels of desire (aka the “right” people), but it’s up to you as the UX lead to eliminate as much friction from the process as possible. The lower the friction, the better the experience and the higher the conversion rate.

3. Treating every visitor equally

No matter how good the growth team is, visitors will come to the site through different channels, with different intent, levels of information and desire. In order for UX professionals to optimize user flows that get more people to the must have experience, they need to know — at the channel and campaign level — what those users expect and why.

The CRO team needs to understand customers as well; but as the keepers of the user personas, UX needs to bring this channel-level detail to the decision making process.

Each channel represents an opportunity to experience the product or service in a different way. UX design needs to account for these differences, and help drive optimizations that make sense in the context of that visitor’s experience.

Dropbox, the popular cloud storage company, understands this concept well. Depending on how you first experienced Dropbox, the service can look very different. If you learn about Dropbox as a way to store and sync documents on your hard drive to the cloud, your sense of the service’s utility is completely different from a person who is introduced to it through a shared file or folder.

Dropbox understands that optimizing these channels requires two very different approaches and user experience design considerations. And what’s more, the company knows that trying to optimize the file sharing user experience to drive more users to sync their files can be disastrous.

Solution: insist on knowing users by acquisition channel

Don’t base your decisions on the user personas developed during the design phase. If you have a good growth team you’ll be dealing with a wide range of experiments and tests that can radically change the intent of the user coming to your site from each channel.

Make sure that your user research skills are brought to bear early in the conversion rate optimization process, so that CRO tests are aligned with delivering the expected utility and value to that user in the right way at the right time. Use user testing, heatmaps, onpage surveys, and analytics to understand behaviors.

Don’t let generic messaging, value propositions, and other UX elements get in the way of optimizing the conversion path of that particular channel. Challenge the CRO team to design tests that take into account your research and heuristics unique to the channel experience.

4. Trusting your gut

All of us bring biases and beliefs to our jobs. They’re valuable and can act as shortcuts to results. We hire for experience after all. And yet these biases can cripple conversion rate optimization efforts. The beauty of the web is that everything is measurable, but unfortunately we rarely act that way. Instead we stand on best practices or past performance rather than objective data and validated experimentation.

This is a deadly mistake. Our preconceptions and past performance can only act as guide posts in the absence of actionable data. They should not and cannot be treated as sacred. It’s entirely acceptable to be passionate about UX, growth, or CRO, but being passionate about your own work in the space can hurt CRO success.

Solution: be data informed

Design patterns, flows, and “common knowledge” are susceptible to bias. It’s important that as the UX lead you’re able to balance heuristics with sound testing to deliver valid data. Only by being dispassionate about your own investment in the project can you truly work within a high-performing CRO process.

UX teams must be willing to execute on CRO tests that are well reasoned and not stand in the way on the basis of abstract notions of appropriateness. Of course, they should defend against dark and anti-pattern ideas; but as a UX lead, there needs to be a willingness to test, iterate, learn and then create new hypotheses that lead to new, productive tests.

You can’t have CRO without UX

UX is an essential part of conversion rate optimization. Without it, CRO can flounder with surface level changes that don’t move the needle. At worst, CRO can introduce dark or anti-patterns that damage long-term value and user goodwill. By being actively involved, bringing a channel level mindset, and an understanding of how to reduce friction to deliver the must-have experience, you can make CRO a powerful driver of growth for your organization.

Conversion rate optimization is a team effort. User experience professionals hold the keys to many of the most important growth and optimization levers a company has. UX teams can help new ideas find traction and sustainable growth faster, and unlock long-term wins that turn businesses into big successes.

To what extent can UX improve CRO? Is UX a valuable tool, or an expensive restriction? Let us know your thoughts in the comments.

Featured image/thumbnail, increasing sales image via Shutterstock.

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In a Washington Post op-ed titled, “Court ruling ignores India’s rich heritage of diversity,” UMBC mathematics professor Manil Suri critically examines the Indian Supreme Court’s recent decision to reinstate a 19th-century law criminalizing homosexual acts (Section 377), a law which had been repealed by a lower-court decision in 2009.

In his analysis, Suri draws attention to how the ruling “criticized previous judges for relying too much on foreign precedents in their ‘anxiety to protect the so-called rights of LGBT persons.'”

Suri argues that the foreign imposition in this case is actually the statute itself. He notes: “The statute was passed in 1860 as part of Britain’s colonization of India. Other former British colonies, from Malaysia to Jamaica, have the same law on their books, also labeled Section 377.” He concludes, “India needs to be reminded of its rich heritage of diversity, its historically liberal attitude toward variations in human behavior.”

You can read Suri’s full op-ed here.