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Best practices

When to convert to WebP/AVIF versus same-format compress.

Format change is often the biggest win. Converting a photo to WebP or AVIF usually saves more than JPEG→JPEG. Prefer convert when you can serve modern formats.

  • Photos: WebP or AVIF. HEIC from phones must be converted.
  • Logos: PNG or lossless WebP when pixels must stay exact.
  • Must keep format: compress. It never returns a larger file.