Redirect Chains and Performance, Done Properly
Sequences of redirects, such as http to https to www to a trailing slash, that a browser must follow before it reaches the final page.
Marcus Adeyemi
What is at stake
Each redirect adds at least one network round trip before the page can start loading, which is especially costly on mobile networks.
The playbook
- Redirect directly to the final URL in one step
- Update internal links to canonical URLs
- Enable HSTS once HTTPS is stable
- Check ad and email landing URLs for chains
- Audit redirects after migrations
Where it goes wrong
Avoid:
- Chains created by stacking old redirect rules
- Linking internally to URLs that redirect
- Redirecting mobile users through extra hops
- Tracking redirects that add several steps
The numbers behind it
| Measure | Figure |
|---|---|
| Cost | each redirect adds a round trip before content loads |
| Lighthouse audit | Avoid multiple page redirects |
| HSTS | lets browsers skip the http to https redirect after the first visit |
| Internal links | should point directly to the final URL |
Getting outside help
When to hand it over: Bring in help after a site migration, or when audits find long redirect chains on key landing pages.
Where this comes from
- Chrome for Developers — Avoid multiple page redirects
- MDN Web Docs — Redirections in HTTP
The figures and practices above come from the sources listed.
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Where to go next
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