Website page speed is an important part of user experience. Your site speed can drastically affect your sales and according to Kissmetrics, almost half of users expects a website to load in under 2 seconds and that they tend to abandon a website that won’t load after three seconds. Then, 79% of online shoppers said that when they experience any performance trouble on a site, they will never return to the site to buy again, and 44% of them will tell a friend about their poor experience. Moreover, 52% of online shoppers said that the loading time is an important part of their website loyalty.
As you can see, you’re not only losing a lot of conversions and sales but also a lot of potential conversions and sales, thanks to the word of mouth that your dissatisfied customers have. And good user experience is a matter of a few seconds, so you must work your way to makes sure that your website loads at optimal speed.
In addition to the huge impact to sales, conversions, and user experience, web page speed is also an important part of SEO. Google indicated that it uses the site’s speed as a signal used in ranking websites. Moz research has shown that Google might actually be specifically measuring the time to first byte as a ranking factor. This is directly connected to server response time, which means you need a fast server. But, no matter how fast your server is, if you still haven’t fully optimized your website for speed, your loading time will still suffer. As a result, not only Google penalize you for a slow site, you’ll have unhappy customers too! And oh wait, crawlers can also only crawl fewer pages using their allocated crawl budget due to your website’s slow speed and this can negatively affect your site’s indexation.
Now, let’s see some of the ways to improve site speed.
How to Improve Site Speed
In order to know if your website speed optimization actually works, you have to know your current website loading speed. You can use tools like Pingdom Tools, GTMetrix and Google Page Speed Insights to help you. They even provide tips on improving your website.
But to me more in-depth, here are some of the ways to improve your website.
- Reduce redirects – when you reduce redirects, you help your website speed by removing the additional time for HTTP request-response cycle.
- Optimize images – images have a massive impact in site loading time, therefore, it is important to make sure that they are properly optimized. Use proper format, PNG for graphics with less than 16 colors and JPEG for photography. Then you can use tools like Photoshop to optimize your images for the web.
- Use CDN – CDN, short for content delivery network, serves your pages depending on where the user is located. Accessing a server near the user’s geographical area means faster loading time.