Far too many companies overlook the importance of website performance. It might not seem like a major problem if your customers need to wait a few seconds longer to load their pages. Nevertheless, data from a wide range of sources proves that website loading speed has a remarkable impact. Just one extra second on average reduces sales by 7 per cent, and slowness ranks as the top reason for online shopping cart abandonment.
#1 Further Negative Effects
Surveys have revealed that almost four out of five individuals will not return to sluggish sites. Nearly half tell other people to avoid websites with this problem. One poll even found that around one-quarter of shoppers also stay away from certain brick-and-mortar establishments because of their slow webpages.
#2 Improvements Get Results
While surveys might only reflect fickle opinions, other statistics highlight the effects of page speed on actual revenue. One large retailer discovered that a site reliably produced 2 per cent more sales if it finished loading one second sooner. Several companies boosted conversions by 7 to 50 per cent after making major improvements.
It’s not a coincidence that some of the world’s top websites load quickly and have minimalist designs. A few of the most well-known examples include Google, Wikipedia, Blogger.com and Medium. The success of CraigsList.org shows how internet users often prefer speed and functionality to flashy designs.
#3 Search Engine Rankings
A sluggish website might not only discourage people from making purchases; it could prevent potential
customers from discovering your site in the first place. As Pearl Digital Marketing points out, top search engines like Google downgrade the rankings of slow sites. This policy can make your content harder to find. Visitors may have to click through two or three pages of results before seeing your link.
Likewise, Google might stop adding new webpages from your site to its database. If your business website has a particularly poor response time, it could become completely impossible to find your latest product, service or blog post using a search engine. You may become largely dependent on paid advertising to attract potential customers.
#4 Internet Connection Speeds
A site that seems fast via your company’s business-grade internet connection and high-end computers might perform poorly for many visitors. Millions of people in Australia and other parts of the world continue to rely on relatively slow ADSL, Wi-Fi, mobile or dial-up connections. Even when searchers use desktop equipment, Google assigns better rankings to sites that load quickly on smartphones and tablets.
Website Loading Speed Tests
Dotcom-Tools, Pingdom and other companies offer useful internet speed tools. They can help you evaluate website performance more accurately. Google PageSpeed Insights delivers precise details on your site’s server response speed and the time it takes to fully load. You only need to enter the URL to run this free website speed test. Consider using performance monitoring to gather even more data.
Ways to Make Improvements
It’s often possible to enhance site speed while providing the same features and equivalent content. For instance, you could use a more efficient image file format. Data compression, server upgrades and better coding techniques can also cut page load times. Some companies need to make compromises, such as giving up the revenue from slow-loading advertisements to greatly improve the user experience.
To sum it up, fast business websites satisfy customers, receive more traffic from search engines and generate more sales. Pages may load slowly if they’re hosted on inadequate server equipment. However, it’s more common that bloated, inefficient web designs if the cause of this problem. Please contact us if you need professional assistance to optimise your website and increase its speed.