How Your Site Speed Could Be Slowing Your Business Growth
Imagine that you are casually browsing through a clothing store and something catches your eye. You are interested in buying the item, but all the lines are backed up in the store. Not wanting to wait around, you put the item back on the shelf and move on to a different store.
That same scenario can happen on your website if your site speed is too slow. And the end result is the same — lost sales.
The Impacts of a Slow Site
Your website should be capable of allowing visitors to quickly answer questions that inform their decisions on making a purchase or using your business’s services. They do not want to wait around forever to read a product description or to go through checkout with items in their online cart. Every second your visitors waits around is a potentially lost conversion.
Fifty-three percent of mobile users abandon a site that takes longer than three seconds to load. Here are other ways a slow website can impact your business prospects.
- Lower Search Engine Rankings — Google began using site speed as one of its criteria for organic search rankings back in 2010. It updated the algorithm in July 2018, making speed an even more critical factor. That means your best SEO efforts could go to waste if the pace of your site causes high bounce rates.
- Poor User Experience — Slow load times discourage users from revisiting your site. Seventy-nine percent of web shoppers won’t return to a slow-moving website. (Opens as a PDF)
- Bad Word of Mouth — The impacts of slow load times extend beyond a single visit. Forty percent of visitors let others know about the bad experience they had, which keeps other potential customers from paying a visit. (This PDF shows that percentage is higher)
You can see a lot of money spent on advertising and other digital marketing go down the drain, thanks to slow website speeds.
Testing Your Site Speed
Speed tests on your website will tell you how fast your website moves for visitors and how search engine algorithms would rank you.
Speed Tool Options
- PageSpeed Insights — PageSpeed Insights from Google measures your site speed and gives you details on improving your load time. The tool can also be accessed from Google Analytics under Site Speed in the Behavior section.
- GTmetrix — GTmetrix provides you with feedback on your site loading times and makes recommendations on improvements and optimizations. It also offers a guide full of suggestions on optimizing your WordPress pages.
- WebPage Test — Use WebPage Test to find out what’s happening behind the scenes of your site. One great feature offered is the ability to test loading from different devices and server locations.
- TestMySite — This Think With Google tool informs you of areas around your website where you have an opportunity to improve your page load time on mobile devices.
Many of these tools do not require administrative access to a website, meaning they can be run on both your own and competitor sites. You can gain insight into rankings for both yourself and rivals in search engines.
Improving Your Site Speed
Once you have a good idea on where your site ranks speed-wise, you can opt for a variety of tools to improve your page loading. One thing you can start doing is tracking any alerts Google puts out around changes to its speed algorithm, which usually happens six months before they go into effect. Use that time to make some of the following updates to improve your site-load time.
- Utilize Website Cache — If you're not already using cache, then this is a quick way to improve your site speed. Think of cache as a copy of your webpages that can be served much faster to visitors.
- Use AMPs (Accelerated Mobile Pages) — AMPs point your standard HTML web page to a stripped-down version for mobile devices. They load much more quickly, cutting load times by as much as 85 percent.
- Watch Your Image Size — As much as you might love the header image on your site, the size of it might be impacting your page speed. It is recommended that you keep web pages under 500 KB in size.
- Think About User Intent — Because so many users issue voice commands, it is essential that your site accounts for conversational queries vs. static keyword phrases, which can make searches faster for visitors. Localizing your content can also speed up searches issued by users in your area.
Summing It Up
Slow site speed can stunt the impact of any digital marketing plan. Use the recommended tools above to measure your site speed and get insight on how to improve your site speed on web and mobile. Lastly, review your site content for ways to reduce your page size and improve page loading.
Investing the time to improve your site speed will improve the user experience and ultimately boost your conversion rates.
Do you want more tips to improve your SEO? You can grab a copy of the "Ultimate SEO Checklist."
Phil is Founder and COO of Main Street ROI. Phil leads the company’s operations and is primary creator of Main Street ROI’s marketing training programs. He is an expert in search engine marketing, website analytics, and sales funnel optimization. Phil’s marketing thought leadership has been published on Forbes.com, Inc.com, MSN.com, and many other major business media outlets.
Phil earned his Master of Engineering Management degree from Thayer School of Engineering and Tuck School of Business and his Bachelor of Arts and Bachelor of Engineering degrees from Dartmouth College. While attending Dartmouth, Phil started every game on the varsity football team as the defensive safety.