Image optimization

The sixth discipline, and the quietest: images are the heaviest thing most pages ship, and this property fixes them without a designer lifting a finger.

What it does

Every image a client site serves can run through the optimizer: auto-format into modern codecs, auto-resize to the variants the layout actually requests, and cache the results. The page that shipped a 2 MB hero ships a fraction of it tomorrow, same URL, no redesign.

Smallest variant wins

Each image is converted to AVIF and WebP — lossy and lossless — and the smallest variant the visitor’s browser accepts is the one that gets served. The decision is per image, not per site: a screenshot and a photograph compress differently, and the optimizer treats them differently.

Delivery

Optimized variants are served from the CDN edge, so the conversion cost is paid once and every visitor after that gets the small file from nearby. Format negotiation happens on the fly — old browsers keep getting formats they can read.

In the platform

It closes the loop with the performance findings: when an audit or a PageSpeed sweep flags render-blocking hero images or LCP budget blown by media, this is the fix that ships — tracked like every other intervention. Usage rides the platform’s credit accounting, visible next to the campaign spend in the panels.