Site visitors are very unforgiving. Most of them can’t withstand to wait for a website that takes more than two seconds to load. Statistics have shown that about 79% of visitor cite poor website performance as one of the reasons why they never bother coming back. Website speed not only affects customers’ perception but also impacts on search engine ranking. In fact, Google unveiled site speed as one of the critical ranking signals used by its algorithm. Therefore, site owners should never overlook speed when building their SEO strategies.
Why website speed matters for businesses
Visitors, customers, and typical web browsers make their first judgment based on their first encounter with a website. Speed greatly impacts on how visitors perceive a website. They will consider websites that load quickly as reliable, safe, secure and professional. If a website takes ages to load, they will quickly get discouraged. They’ll not just look for alternatives but also go and never come back. This means traffic will slow and sales will drop.
Internet users are very impatient. Whenever they visit a website, it means they’re looking for something and the quicker they get, the better. Therefore, giving them what they need as quickly as possible improves their trust with a website. This comes down to speed. The best way a business can set itself apart and stand tall from other competitors is by making its website easier and faster to load along with a simple design for users.
Whether on desktop or mobile, users expect websites to load faster. About 85% of all internet users prefer websites that don’t take more than 2 seconds. It is even more critical in case you’re spending too much on ads. Increasing page loading speed should be a priority because if customers get distracted due to poor loading speed, then they can easily bounce which might mean loss of customers or visitors.
Page loading directly affects user behavior, particularly the conversion rate and SEO. The conversion rate is the percentage of visitors who spring to action after visiting a website. Loading time of more than three seconds can lead to a loss of about half of a site’s visitors. A one second delay leads to a 7% decline in conversion rate, which is directly tied to the revenue a website can generate. For instance, statistic done on Amazon shows that a one-second delay in page loading can cost up to $1.6 billion declines in sales per year. It doesn’t matter how much traffic it generates. Although page traffic can be high, conversion can stagnate and hurt other SEO strategies of any eCommerce site.
Google prefers speed. They announced speed as one of the major ranking factors in 2010. This is one way of making the Internet a speed-oriented space. Therefore, even if your website is filled with valuable content and still loads slowly, it will stiff suffer in ranking. A website that is speedy is also very accessible and have high chances of getting top ranking. Google crawls websites based on mobile friendliness and the faster a website loads, the better the ranking it will get. After all, if one cares about their customers and site users, they won’t hesitate to give them what they want fast.
The effects of slow speed are far-reaching. Apart from causing an immediate drop in the number of visitors, low site speed can hamper the long-term reputation of a business. If a customer vanishes from a website due to poor experience and long loading time, it will be very hard for the business to bring them back. Besides, it also becomes hard for other established sites to link back to the business’s content after a bad reputation. This is because users link a slow website to poor credibility, insecurity, and lack of trust which can negatively affect the brand.
Speed not only makes a website fun to browse but also saves users of their precious time. Visitors need speed and more speed. As a business always strive to improve your page loading speed. This is because factors such as the site’s ranking, user experience, conversion, impression, and long-term image depend on speed.
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