Erwin Hofman
as an event speaker

Organizing an event and want to cover e-commerce pagespeed, technical UX or Core Web Vitals?

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Fullname, role and company

My name, role and company is as following:

  • Name
    Erwin Hofman
  • Role
    web performance consultant
  • Company

Social network profiles


Short bio

Sitespeed & performance enthusiast, helping other agencies and merchants to improve in-house knowledge via audits and training sessions.

Longer version

It felt like cheating on his own agency which he founded in 2001. But at the end of the last decade, Erwin started sharing his performance knowledge and best practices with merchants and development + SEO agencies.
Via audits & training sessions, saving them trial & error hours and allowing them to improve decision making with performance in mind.


Typical tools I use when doing my job are:

  • Webpagetest
    Lab data a.k.a. synthetic testing of webpages to get a quick and broad idea of the state of performance and individual metrics;
  • Chrome DevTools
    I fall back to Chrome DevTools for the questions that Webpagetest can't answer. For example running a few performance snippets that I've collected over time.
  • RUMvision
    A snippet to be installed to get real-time actionable insights into experiences of the real audience of a shop (a.k.a. field data).
    This helps me to understand the device and connectivity conditions and then divide my work into tailored priorities (which will come with the biggest wins).
    Disclaimer: I co-created this SaaS for this exact purpose.
    Although this comes with a delay of up to 6 weeks and contains non-URL specific insights, it could show me if a webshop's performance has improved (or regressed) recently. can also be used to do continues lab data testing (but the amount of alerts due to fluctuations drove me crazy).
  • BuiltWith
    By checking the history of technology changes of a webshop and combining this with data, I might already be able to tell what caused visible improvements (or regressions).

Previous speaking gigs and posters

In random order, previous speaking gigs and personalized posters that were created by the organizer:

Go Mage webinar

Webpagetest interview

TJ Gamble podcast

Mage Titans, public event

Online marketing podcast

Geekle ecommerce summit webinar

RefreshConf, public event