Conversion Rates, Page Load Times, and Speed

Conversion Rates, Page Load Times, and Speed

At Pubcon in Las Vegas, I watched an interview with Matt Cutts regarding conversion rates. In this interview, he discusses speed and website page load times as possible ranking factors for Google’s Caffeine search.

How Load Times Affect Your Conversion Rate

We have known for some time that load times affect your quality score for Google Adwords PPC advertising not to mention the impact reduced load times have on your conversion rates. This is yet another reason you should start thinking about what you can do to speed things up a bit on your website. Matt Cutts offered a couple tools that Google offers to help decrease load times for your website.

Google Tools for Testing Load Times

Check out these Google tools. These are great tools you can use to test your site’s loading time. Usability is everything; Your users aren’t likely to stick around if your site takes too long to load. The best part about these tools is that you don’t even have to set aside a budget to use them, because they’re free.

1. Google Code Speed

“Let’s make the web faster” was the coined phrase when Google Code Speed first launched. This tool offers a variety of helpful resources to understand your analytics and optimization. Aside from this, Google Code Speed also is a great resource for developer communities, where you can learn even more about optimizing your site.

2. Google Code Closure Compiler

This tool specializes in honing in on the importance of JavaScript. Google Code Closure helps you know what to do when JavaScript is the culprit behind a slow site. Many sites use JavaScript, so having your JavaScript code up-to-date is essential.

Additional Load Time Testing Tools

There are many more tools you can utilize to help increase your load time. Besides Google’s free tools, there are also several more tools that offer paid plans. You can test your site’s load time, as well as monitor analytics to help you understand what you need to improve. Here are a couple examples of these additional tools to keep on your radar.

1. Uptrends

Uptrends offers a free plan for the first 30 days. Uptrends also offers a paid plan, which would allow for automated website speed tests. Uptrends also gives detailed feedback by identifying what is causing your site to load slowly, as well as what you can do to increase your load time.

2. Pingdom

Pingdom offers a free trial for the first two weeks. This tool is specifically designed to monitor your site’s performance, interactions, and uptime. Best of all, this tool focuses on improving your site’s user experience.

Concluding Thoughts

Conversion rates are so important for your site. Without rapid load times, it’s practically guaranteed that your conversion rate will automatically decline. The tools listed above are but a few of the website testing tools that can help you improve your site’s load times. Monitoring the things that slow down your site down will really affect your site’s usability, and ultimately, conversion rates.