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How Important Are Page Load Speeds For User Conversions?

January 5, 2022
How Important Are Page Load Speeds For User Conversions?

Milliseconds matter and they could be costing you insane amounts of money in lost sales or user conversions.

Page SpeedsSEOeCommerce

So, you've taken the step towards scaling your business and growing your client base by moving into the world of eCommerce. We'll give you a big round of applause for recognizing how significant of an impact the shift towards an online sales presence can have for your business because you're already taking positive steps forward. But are you taking full advantage of the tools at your disposal in order to maximize online revenue?

Page Load Speeds Directly Impact Revenue

Let's get right down to business: Page load speeds matter, MUCH more than you know. While a half second here or there may not seem like it would directly affect how users interact with your page, it 100% absolutely does. In fact, the effects of even a slightly improved page load speed can have a staggering impact on your business' bottom line, most directly if you are in the eCommerce sector. A one second delay can reduce conversions by 7%, meaning if your site averages $1000 per day in sales, you could be missing out on over $25,000 in lost revenue over the course of a year. Don't believe us? Check out these statistics:

  • Around 70% of people say that the speed of a page affects their willingness to buy from an online retailer. - (Unbounce)
  • If an eCommerce site loads slower than expected, over 45% of people admit they are less likely to make a purchase. - (Unbounce)
  • A two-second delay in page speed can increase bounce rates by 103%. - (Unbounce)
  • Walmart saw a 1% increase in revenue for every 100ms improvement in load time. - (Walmart Pagespeed-Slide)

Page Load Speeds Directly Influence Customer Behavior

Every actionable item on your site affects how a user interacts with your product offering and thus the likelihood of them making a purchase. But what if they aren't even getting to your site in the first place? This is a common occurrence. We live in an age of convenience, impatience and decreasing attention spans. Customers love to add products to carts, but if the spend more time waiting for additional product pages to load, it lowers the chance of them ever reaching the checkout due to increased frustrations and an overall poor user experience. Improved page speeds have a direct correlation with positive user behaviors, and a happier customer is more likely to hit the buy button than one who's running out of time to make a purchase on their break.

Page Load Speeds Affect How Users Find Your Products

Up until recently, search engines like Google placed a high priority on ranking sites based on relative keywords throughout page content. SERP rankings we're highly influenced by on-page SEO like tags, keywords and backlinks and digital marketers took notice, saturating page markup to render the appearance of relevant content to improve searchability. This had a noticeable effect and became a high-priced ticket to the top of search rankings. Google also took notice, in particular of how these tactics were often shady in nature and having a negative effect on the overall usage of Google's search engine. They also took notice of user trends, realizing that customers preferred quality sites that followed specific best-practices in terms of accessibility and yes, had excellent page load speeds, most specifically for mobile browsers. They immediately began shifting how their algorithms ranked sites in terms of searchability and now favor sites with fast page load speeds over sites bloated with markup injections. Relevant content is still vital, but the way it's delivered is now taken into consideration much more. In other words, page load speeds have a much more direct impact on how users actually find your site than they used to.

What Factors Impact Page Speeds & How Can I Fix Them?

Page load speeds can be affected by multiple different factors, such as:

  • Network Connection. A poor connection will result in a poor experience, but can be mitigated using techniques like lazy loading images or pre-rendering assets
  • Hosting services. If your host server is slow, the entire website will be slow. CDN's are a great way to mitigate this issue, in particular when setup with serverless functions.
  • Large assets like images and video, particularly if they are "above the fold". Optimizing images and video can have a significant impact on performance.
  • Plugins, such as those used on WordPress sites, add plenty of functionality to a site but can have an immense impact on loading speeds due client-side rendered scripts required to use them. Custom developed components can significantly reduce script loading and thus improve page speed.
  • Excessive client-side rendering. Most pages are loaded directly from the server / database every time a client request is sent. The bulk of most websites doesn't change and thus should be statically rendering on the server before the request is made.

These are only a glimpse at how site speed can be negatively affected and an extremely basic look at how to mitigate some of those factors. At the end of the day, most websites are inherently slow by design - the architectures they're built upon were simply not designed to perform at the high level of functionality required by today's user.

How Can I Test My Website Speed?

Easy! There are plenty of quality tools available online to help you check whether or not your site is up to snuff. We recommend Google's PageSpeed Insights tool, which not only delivers an overall performance score for you site but also shows where you can make improvements.

To demonstrate, we've run a test on our landing page to show just a few of the metrics returned by PageSpeed Insights:

pageSpeedAD.jpg

As you can see we've achieved a 100 score, with absolute minimal loading times for content to be rendered. That's because at Adrenalize Digital we specialize in building FAST loading pages, meaning you never have to worry about missing out on lost revenue! Get in touch with us today to see how you can build an industry leading website, mobile or desktop application, or hybrid application suite and start seeing real improvements in your business metrics.

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