Imagine this scenario:
You’ve just done a search on Google for “buy Frozen soundtrack”. On the search engine results page, you have plenty of relevant links to pick from between all the shopping ads, paid ads, and organic search results that appear there. Any one of them will do the trick, so you pick one of them within a few seconds for some small and insignificant reason. Maybe just whatever is closest to the top.
Whatever the reason you clicked on it, your heart skips a beat as you click down on your mouse with your finger, prepared to bask in the harmonious glory of owning the Frozen soundtrack. You let it go with bated breath and then…and then…wow, this is really annoying. “Just load already!” you grumble at the computer screen. Forget it, life’s too short and there were a dozen other capable links where you just came from, so you exit the website.
The scenario above is undoubtedly a common occurrence because, well:
- At peak traffic times, 75% of online customers opt for a competitor’s site instead of waiting.
Let that statistic sink in a little bit. Seventy. Five. Percent. So yes, your web page load speed matters. And when your web page load time is slow, you help your competitors. In case you weren’t aware, that’s a bad strategy. Here’s some other load speed statistics for you to wrap your brain around:
- 51% of U.S. online shoppers will not complete a purchase if a website is too slow.
- 47% of users expect your web page to load in under 2 seconds. 57% will abandon it all together if load time is 3 seconds or more.
- Only 1 second of slower load time can result in a 7% reduction in conversions.
Just because your web page load times might be slow, doesn’t mean you can’t be quick about improving them.
In addition to user experience, page load time affects SEO as well. Google uses web page load speed to determine rankings. Granted, there are hundreds of other metrics that Google’s algorithms use to determine search rankings, but web page load speed is still important. Users bouncing from your site all the time because it takes forever to load isn’t exactly going to help your SEO either. Just keep in mind that in this case, “forever” only classifies as 3 seconds.
How to Improve Your Page Load Speed
Take these steps to help improve your page load time and increase conversions:
- Clearly Plan Your Site Layout:
- How will your content relate to the layout?
- How will your visitors navigate the site?
- Review HTML and CSS:
Mobile Page Load Speed
In light of recent events (*cough* Mobilegeddon *cough*), it’s worth mentioning page load time’s effect on mobile traffic. You can read about the importance of having a website optimized for mobile experience here, but it’s not hard to imagine how the same points above apply to mobile traffic. Make sure that you aren’t using any Flash on your mobile site, and that users aren’t having to download large images or font files – that will kill your mobile load time.
Regardless of when the last time you checked your page load speed was, it’s worth seeing how you can improve it. Even if it’s for the first time in forever.
If you could use some help getting your page load speeds up to, well speed, visit us here.