You want potential clients to find your website in this wide selection of possibilities and have a good experience browsing it. One of the factors which influence both these indicators is the site loading speed.
To put it simply: the faster the speed of your website, the happier your visitors will be.
Optimizing page load time leads to noticeable improvements in the website visibility, customer experience, conversion rates, and ultimately, your sales revenue!
How your website speed influences the visibility
Google remains the most popular search engine. Google averages 40,000 searches every second, which equates to 1.2 trillion searches worldwide per year.
Your website can appear in the organic search on Google (SEO) or, when you are running ads, in paid section (SEA). The website’s loading speed is crucial for ranking in both. It means low loading speed can cause your website to appear lower or not appearing at all in search engine results. That translates to fewer page views and less ad revenue or customer conversion for you.
In December 2017 Google started the mobile-first index. It means, that the search engine has started ranking all search results based on the performance of the mobile version.
According to Kissmetrics, 47 % of consumers expect a page to load in two seconds or less. Their analytics say that 40 % of consumers will abandon a website that takes more than three seconds to load.
This means that if your site takes more than three seconds to load, you lose almost half of your visitors before they even arrive on your site.
This means that there is no space for low performing websites in Google. If you are planning to rank your website high in organic search results then you need to optimize the website for both - desktop and mobile versions.
How your website speed influences user experience
Ok, let’s imagine that your potential customers were able to find your website in one or another way. Now your task is to make them stay there for some time, to let discover the information or goods you have prepared and to leave them satisfied with this journey. That's all building blocks of the positive user experience.
It can be difficult to determine why, exactly, someone has left your landing page—poor audience targeting? Not enough catching content? The lack of multimedia?
Page speed is one of the first things visitors experience when they arrive on your site or landing page. And as load time continues to become a priority (for both mobile and desktop environments) we would advise to consider this issue first and then start to investigate other possible issues.
The research shows, that the average bounce rate for pages loading within 2 seconds is 9%. As soon as the page load time surpasses 3 seconds, the bounce rate rises, to 38% by the time it hits 5 seconds!
As we can see the site loading speed is integral to the success of your online strategy—so you gotta speed up!
How your website speed influences conversions
Some of your visitors are more patient than others, so they are staying on your website and can be even converting! But, the slow load times can hold them back from returning in the future.
According to the survey, 79% of customers said they would not return to a site with poor performance.
The optimization of website loading speed, directly or sometimes indirectly, affects the business online. The slow loading speed of a website affects the conversion rate of a particular website. According to a report in Hub Spot, even a delay of 1 second in the loading of a page can lead to a decrease in the conversion rate of a business up to 7–8%.
Nothing is more frustrating than a slow website.
Waiting for slow Web pages to load turns visitors to searching the alternatives and can bring them to your competitors.
Fast page load speed strengthens visitor engagement, retention, and boosts sales. Instant website response leads to higher conversion rates. While every 1 second delay in page load decreases customer satisfaction by 16 percent, page views by 11 percent and conversion rates by 7 percent according to a recent Aberdeen Group research.