Website speed is an extremely important determinant of your website success in 2017. It’s no more a luxury, but a necessity and surely is more important than all the bells and whistles on websites. If you want to add some more elements to your website, make sure you are not sacrificing your website speed or otherwise you might be losing more than you may gain. Benefits of faster website page load couldn’t be denied, in 2017.
In this article I will tell you how exactly is your website speed going to help you out and why should you invest in your website speed. I will take more of an analytical and evidence route rather than wrapping up the whole article with mere opinions.
Before moving on I would like to quote some facts and figures about website speed.
“47% of consumers expect a website speed page load in 2 seconds or less” – Innovation Insights
“40% abandon websites that take more than 3 seconds to load.” – Kissmetrics
“A 1 second delay in page response can result in a 7% reduction in conversions.” – eConsultancy
“If an e-commerce site is making $100,000 per day, a 1 second page delay could potentially cost you $2.5 million in lost sales every year” – Amazon
Above facts come from some of the most authoritative sources and we can surely believe them. Still not convinced? here are some of the benefits for having a faster website page load.
It helps in SEO
If you don’t care about SEO and organic traffic you can always choose to skip it, but if you really want your website to rank high, increasing your website speed should be your next goal. Google has came a long way since it was launched and now considers hundreds of factors for ranking a website.
In 2010 google announced that website speed will be taken into consideration for ranking websites. Here is what Matt Cuts ( Google webmaster official ) say about website speed and ranking.
Further when he was asked what would be his main SEO strategies if he is hired by a company for SEO. He opted for increasing website speed as one of his main goals.
Not only does it contribute directly to your website ranking as a factor but it has strong influence on a couple of other ranking factors. Google recently incorporated “Bounce Rate” , “Avg Time on Site” and “CTR” into their ranking factors.
Bounce rate the percentage of visitors to a particular website who navigate away from the site after viewing only one page.
CTR is the ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement.
Avg time on site as it appears from it’s name is simply the time in seconds a visitor stays on your site before deciding to leave.
So how are these factors impacted by page speed? Let’s demonstrate it.
A person comes to your website and found it takes around 8 seconds to load. Most probably he will leave your site right away without even looking into content of current page, forget about navigating another page on your website. It will impact two of google important factors 1. Bounce Rate 2. Avg Time on site. There is quite a chance that he will memorize your website name and will avoid clicking on your website link in future resulting in decrease in CTR.
Backlinko in a research found a strong correlation between website speed and it’s ranking in search engines.
So we can easily conclude that website speed is an important determinant of your website SEO success.
Better UX, More Sales, Better Customer Loyalty
No one likes to wait long for a web page to load. Fast website speed is essential for a better user experience for a visitor. Would you like to browse a website for some time which takes more time to load than your egg to boil? Obviously not and your visitors are no different.
If it’s taking too long for your website to load there is a probability that your visitor may go back and choose one of your competitors. It may not happen only to the new users but your existing loyal customers may also seek an alternative. It could overall result in a lot of loss of your sales, so does the customer loyalty.
Following infographic by Kissmetrics further helps you in making a decision about your website speed.
Soasta has compiled a great case study which shows how mobile pages that are 1 second faster experience up to 27% increase in conversion rate. I am sure you would like reading it.
Have any questions? Want to add something to this article? Do you think something wrong or have an opposite opinion? Make sure to write it in comments.