During its thirty years of existence, the World Wide Web has helped to transform the world and create digital economies. Although it started as a global information exchange, it has become the most significant available application platform on top of its initial target. One of the side effects of this evolution was perhaps suboptimal ways to deliver content over the web, leading to wasted resources and business through lost conversions. Technically speaking, there are many ways to improve the performance of web applications. In this article, we examine the currently available options and the latest trends related to improving web application performance.