So you’ve just had your new website built, it’s designed perfectly with user experience in mind, you’ve implemented a solid SEO strategy, then you have a few clicks around the site and find yourself waiting for the pages to load…
This is down to a poor site build and poor performance optimisation. Even with the best looking website and powerful call to actions, if it’s under-performing it could lead to users/potential clients abandoning the site due to frustration. In the modern world people are time savvy - they value their time and do not take kindly to being kept waiting. And even more so when it comes to surfing the web. As highlighted time and again in studies, website visitors on average abandon a site if it has not loaded within 2 seconds. In fact each 1 second delay is shown to reduce conversions by up to 7%.
It’s clear that slow page-loads has an immediate impact and detrimental effect on customer experience. It reflects badly on the brand. Effects the business credibility and trust and reduces interaction and engagement. If users don’t immediately abandon the site, higher performing sites have better engagement and higher conversion rates. Not only that but site speed is also a signal in Google’s ranking algorithm which could damage your SEO efforts. Speed and performance matter!
Why is performance important
Sure, this seems like a pretty obvious concept, but have you thought about why your site performance matters? Here are five factors to consider when measuring your website’s performance.
1. Increased website performance can reduce your costs.
Most hosting facilities charge based on bandwidth and storage usage. Many performance practices will reduce your storage costs and reduce your bandwidth usage.
2. Site performance has a direct effect on revenues.
It is well known that site performance affects user abandonment rates. The more users that don’t abandon sessions on your site, the higher your conversion rates will be, and the higher your revenue will be. This is especially important for eCommerce sites.
3. Search engines like Google take site speed into account when determining search rankings.
Don’t let something that can be controlled like “poor site performance” hurt your rankings! Although content is still more important to ranking than performance, why even take a chance?
4. Mobile devices will soon out number desktop traffic.
Every day more and more users are accessing websites with mobile phones and tablet. Mobile devices will soon account for the majority of all web traffic. Mobile users are even more sensitive to poor page loading and will abandon the site much quicker than a desktop user. If you ignore this segment of users, you will be left behind.
5. It all comes down to better user experience.
This goes without saying, right? No, it doesn’t! I can’t overstate the importance of user experience. If the user has a poor experience they will abandon the session, and repetitive poor experiences could lose you a customer/client for life.
How To Test Your Website
Use online tools to analyze how your website performs. Try typing your web address into one of the following:
GTmetrix will give you information on how your site loads and make suggestions on how to speed it up. They provide a report to help detect bottlenecks and allow testing from different regions around the world.
Pingdom lets you test your site speed for free as often as you like.
Google Mobile Website Speed Testing Tool. Lets you test your website for mobile devices on a 3G network. That is what Google states most of the worlds network speed will be until 2020. This tool can be useful for you if your website/brand is global with people accessing it from different locations across the world.
Google mobile friendly test. The web is being accessed more and more on mobile devices. Designing your websites to be mobile friendly ensures that your pages perform well on all devices.
Website optimisation GOOD (tested with Pingdom)
Website optimisation BAD (tested with Pingdom)
In today’s digital world, it is imperative for every businesses and to have a strong online presence. Well-developed and high performing websites offer an opportunity to build credibility. And fostering stronger engagement through content. In short, your website is a effective marketing tool when implemented correctly.
Because you have a website doesn’t mean it’s functioning and fulfilling its intended purposes. Take the time to analyse your site’s performance. After all, it is worse to have a poorly performing website than to not have one at all. Inadequately functioning websites weaken your brand. Harm your capacity for success and diminish cherished customer trust, which is more important than ever in today’s digital world.
We can help turn your website into a fast, powerful tool that reaches more people and sells more products. Whether you want to build a new site or optimize your current one, contact MooStars today.
So how your site is built, hosted, secured and managed is CRITICAL. Learn more about how our PLATFORM makes sure your business stays ahead of the pack.