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Can a single factor\u00a0like website speed make a\u00a0major impact or difference\u00a0when it comes to\u00a0conversions?<\/p>\n
More than you\u2019d have expected.<\/p>\n
If a website visitor doesn\u2019t have their needs met, they are more likely to become frustrated and leave. Some of \u2018em even head to the competition. Why? According to Andy Crestodina<\/strong>, an eCommerce analyst, there\u2019s a pretty simple answer:<\/p>\n \u201cWeb pages don\u2019t have loading bars. So when the page is slow, the visitor doesn\u2019t know if the delay will be another 500 milliseconds or 15 seconds. Maybe it will never load. And the back button is right there.\u201d<\/i><\/b><\/em><\/strong><\/p>\n For business owners, this is a space that must be prioritized, as losing customers to the competition should not be part of their marketing strategy.\u00a0Unfortunately, most marketers aren\u2019t hitting speeds that put them in Google\u2019s good books. Since they\u2019re slow, they\u2019re likely paying more than they need to for their search ads — and disappearing completely from organic search results.<\/p>\n The main problem that marketers face with loading time\u00a0is that most of them can\u2019t actually grasp the importance of improving page speed by a few milliseconds: it\u2019s just not tangible enough.\u00a0In consequence, most\u00a0of them often end up overlooking\u00a0page loading time\u00a0in their annual priorities because they want to focus on other more \u201ctangible\u201d improvements such as design, SEO, social media, paid ads\u2026<\/p>\n And that\u2019s a mistake. We aren\u2019t saying one shouldn\u2019t pay attention to these but data from industry giants and experts have always shown that\u00a0page loading time directly affects conversions, page views, SEO\u00a0and revenues.<\/p>\n To help you sort it out and quantify the impact of page loading time, we have prepared some additional insights that should help you better understand the stakes involved in improving page speed.<\/p>\n Keep reading, it\u2019s worth it.<\/p>\n SLOW WEBSITE AND YOUR BUSINESS BOTTOM LINE<\/b><\/strong><\/p>\n Put yourself in the shoes of your customer, and you will realize:<\/p>\n PEOPLE\u00a0HATE\u00a0WAITING!<\/p>\n They get even MORE impatient when it comes to website speed.\u00a0Why? Have a look at the\u00a0Financial Times Case study:<\/p>\n \u201c<\/strong>The speed of the site negatively impacts a user\u2019s session depth, no matter how small the delay\u2026The data suggests, both in terms of user experience and financial impact, that there are clear and highly valued benefits in making the site even faster.\u00a0From this research we\u2019ve chosen to invest even more time in making every aspect of the new FT.com website even faster over the coming months.\u201d<\/strong><\/p>\n They added a 5-second delay to each page load time and this is what they discovered:<\/p>\n This depicts that web page load time not only impacts user engagement with content but also impacts the\u00a0shopping cart and ultimately your site conversion rate.<\/p>\n For a clearer vision, let\u2019s take a look at some numbers\u00a0from 2019:<\/p>\n IMPACT ON VISIBILITY, SEO AND MARKETING<\/b><\/strong><\/p>\n Google keeps on reminding us that website speed is one of the prime factors in its search algorithm\u00a0which is used to rank websites.\u00a0A slow website is bound to hamper your SEO rankings since Google and all the other search engines place penalties on websites that have a poor user experience. In addition to this, search engines have an allocated crawl budget\u00a0so if your website loads slowly, only a few pages can be crawled by search engines.<\/p>\n As an eCommerce\u00a0website owner, your search engine rankings play a vital role in your overall success. Rankings directly affect your organic traffic,\u00a0which, in turn, affects\u00a0your sales and conversions. Thus, optimizing your page load time and time to interact should be your prime goal.<\/p>\n Search engines promote websites that have good user experience\u00a0– the speed of your website is one aspect that highly affects user experience.\u00a0Period. All your SEO content would be nothing if your website loads too slow!<\/p>\n Let\u2019s support our statements with some powerful facts and numbers:<\/p>\n \u201cMake sure web pages load fast, for your users. I aim for less than 2-3 secs\u201d- <\/i><\/b><\/em><\/strong>John Mueller<\/i><\/b><\/em><\/strong>, Google<\/i><\/b><\/em><\/strong><\/p>\n Now the question is,<\/p>\n MOST MARKETERS KNOW WHAT LOAD TIMES THEY SHOULD TARGET, BUT ARE THEY GETTING THERE?<\/b><\/strong><\/p>\n A significant number of marketers say that 2-3 seconds is an acceptable load time, which is right on target with Google\u2019s recommendation\u00a0(as mentioned above).<\/p>\n Rand Fishkin, a leader in the field of search engine optimization tools<\/b><\/strong>,\u00a0<\/b><\/strong>says speed is a \u201ccrucial component for so much of what creates a great experience that converts visitors to buyers<\/b><\/strong>.\u201d<\/p>\n There are quite a few reasons you\u2019ll want to speed up:<\/p>\n TAKEAWAY: MARKETERS KNOW THAT <\/b><\/strong>SPEEDING UP <\/b><\/strong>IS ESSENTIAL, BUT <\/b><\/strong>THEY\u2019VE <\/b><\/strong>HAD OTHER PRIORITIES.<\/b><\/strong><\/p>\n And who could blame them? Delivering speedy pages can be a complicated\u00a0process\u00a0and there are so many other tasks that demand their attention. Well, if you are one of those, here are some steps recommended by Google:<\/p>\n\n
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