16
Dec

WHY WEBSITE SPEED MATTERS

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Page Speed is one of the important ranking factors

Website Speed is an important component in the digital user experience, and in our content-driven world. But you might be thinking ,” Can the speed of the website affect your sales or revenue ? Does it make a big difference? Even if the site is not so slow, Can it be still improved?” The answer is Yes. Page speed matters a lot and that is why Google Analytics now include statistics like Page Load Time, Page Size and Lookup.


Below mentioned are the reasons why Page Speed matters.


User Experience: According to the surveys conducted by Gomez.com and Akamai, nearly 70% of the web users expect the site to load in just 2 seconds and often abandon a page if it is not loaded within 3 seconds. More than 70% of the web shoppers won’t return to that site who have trouble with the website performance and around 30% of them would tell a friend about their poor experience shopping on that site.
This means that the loss in conversion is just not limited to the visitors on the site but it is magnified to their friends and colleagues as well. The result is sales down because of few seconds of difference.
That is why it is crucial to improve your Page Speed. Doing so will help your users better engage with your content, and you’ll get more value and conversions from your visitors.


AdWords Quality Score: Most of us are not aware of the fact that Page Speed can actually impact your Quality Score. It’s true that people are more likely to convert on a faster loading page, but it’s more than that. Google considers Page Speed as an important variable while assessing landing pages. And of course, the better a page performs, the better your Quality Score will be.


Organic Rankings: Page Speed is one of the important ranking factor. In fact, it’s part of Google’s ranking algorithm. That means, having a better-optimized page will help deliver better rankings. While it doesn’t means that fast load times will equate to a #1 ranking but, they can give your site an advantage.
How To Check Your Page Speed Online
So, how does Google measure speed of your website? Google also introduced its own web-based tool, accessible via Google Labs, called Page Speed Online. It’s available as a web-based tool as well as a Chrome extension. The better a site performs, the higher the score it receives; Google considers a site to be performing well if it has a score of 85 or above.
Google’s Page Speed tool delivers more than scores and insights. When you run a Page Speed test, With it, you can quickly get an overview of high priority, medium and low priority fixes that can help increase your page speed. You don’t get general advice or vague hints. You get a report with line-by-line instructions on what to do. Given the specifics provided, there really is no excuse not to improve your Page Speed score.


How to Decrease Page Load Time
Once you find out your page’s speed, what can be done to shorten it? The following are the steps that can help any site to reduce few seconds of its loading time.
•    Use of GZIP compression
•    Wrangle Your Javascript and Stylesheets
•    Optimising your images
•    Don’t Rely on HTML to Resize Images
•    Cache Me If You Can
•    Don’t Confuse the Browser with Redirects

SUMMARY
Overall, a big investment is made by marketers for content, but what is the point if it takes too long for it to load. Users will just quickly move on to a different site which is readily accessible. Clearly, load time isn’t a significant contributor to Google rankings but it can contribute to the rise and fall of your conversion rate. Remember that for every second you trim off of load time, you’ll tend to increase customer confidence and trust in your site. This will also sow the seeds that will make them way to tell others about you and earn good revenues. In those cases, a few seconds can make all the difference!

 

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