Finding the balance between optimizing your website for speed and optimizing it for conversion is a big challenge. The faster your site, the more inclined users are to hit the back button and quickly navigate away from your site. But you can make some adjustments that will have you serving up pages in no time.
But first, let’s start by defining Website Speed Optimization.
What is Website Speed Optimization?
Extracted from VWO, Website optimization is the process of using tools, advanced strategies, and experiments to improve the performance of your website, further drive more traffic, increase conversions, and grow revenue.
The length of time it takes for web pages or media material to be downloaded from website hosting servers and shown on the requesting web browser is referred to as page speed.
The time it takes for the requesting browser to show the whole content of a web page after clicking on it is referred to as page load time.
According to research from Google, a slow website leads to lower customer engagement, more abandoned shopping carts, and higher bounce rates. They also say that 53% of site visitors expect a website to load in 2 seconds or less. This means that if your site doesn’t load within a second, you can lose up to 60% of your site visitors.
Build Trust With Your Customers
Speed is an important factor when it comes to building trust with your customers. When your site loads fast, it makes your customers feel like you care about them and this will build trust.
A fast website is a trusted website. Customers like to feel as if they’re in good hands when they’re doing business online and a fast website shows them that you care about them as a customer and that you’ll take good care of them in terms of shipping their packages and delivering their content.
However, Website Speed Optimization will help you build trust for your brand.
Decrease Shopping Cart Abandonment
With more than half of online shoppers stating that site speed is the number one reason that they abandon a purchase, the first thing you need to do is make sure your website is optimized for speed.
If you’ve got a blog, you need to make sure your images are optimized. That means using the right file format and size and choosing the right image for the post.
If your ecommerce site takes too long to load, you’re going to lose customers. Even if you offer free shipping, if your website takes too long to load, then people will simply leave without making a purchase. A fast website can also increase trust with customers because they will feel like they are getting a more premium service.
Improved Visitor Engagement
One of the best ways to build trust with your customers is to make sure they have a positive experience when visiting your website. If your site takes too long to load, people might decide to leave and visit a competitor’s website instead. You can increase the speed of your website by optimizing your site for speed.
Visitors to your website are more likely to return if they find that your website loads fast and if they find it easy to navigate. By optimizing your website for speed and making it easier to navigate, you can help build trust with your customers, and they’ll be more likely to return to your site.
Increase Conversions At Speed
A slow website is a big conversion killer. If your site takes more than 3 seconds to load, your bounce rate will go up, conversions will go down, and you’ll lose customers. According to some reports, a one-second delay in page load time can lead to a 7% decrease in conversions.
Speed is a factor when it comes to converting visitors to customers. In a study of more than 200,000 online shoppers, researchers found that, on average, every 100 milliseconds of page-load time resulted in a 1% decrease in conversions.
Website Speed Optimization will increase your conversion rates.
Gain An Edge Over Your Competition
Google made it clear that they are using site speed as a ranking factor in their algorithm. That means if you want a competitive edge in your industry, you have to be fast.
Websites that load faster than others will generally rank higher on search results and will also have an edge over their competition.
How to optimize your website
Here are some suggestions for speeding up your website:
- Enable browser caching.
- Optimize images.
- Reduce server response time.
- Enable compression.
- Minify HTML.
To sum up, Google loves fast websites and if your site is slow, there’s a good chance you’re losing business to your competitors. If you optimize your site for speed, not only will Google reward you with higher rankings, but your customers will trust you more and be more likely to buy from you. Hence Website Speed Optimization is important