Your website might display great content but do you actually know how fast it loads? Getting to know about page speed is as vital for your business as all the other strategies you planned to adopt. Take a look at these figures:
- 50% of users will leave your website if a page takes longer than 3 seconds to load
- 11% fewer page views after 1 second delay
- 70% of users say the page speed affects their browsing decisions
- 20% less in conversation rate
This should give you a clear picture of why page speed is so important for not losing traffic.
What you want to avoid: high bounce rate. What you want to improve: conversion rate.
What is bounce rate: it is the percentage of all sessions on your website in which users viewed a single page. Put it simply, it gives you an idea of how many users abandoned your website after seeing a single page, without progressing further.
On the other hand, conversion rate is the percentage of users who complete a desired goal (eg purchase, registration, information research, newsletter sign-up etc) in your website. It goes without saying that a high conversion rate indicates success and good marketing strategies.
So, there cannot be good performance if your page speed is low, simply because people will not hang around waiting.
How can you improve page speed on both desktop and mobile versions of your website? The main tool at your disposal is Google Page Speed Insights.
Page Speed Insights (PSI) is able to tell you how your page speed is performing on both desktop and mobile devices By showing a pages performance summary:
- a score below 50 should raise the alarm;
- between 50 and 90 shows a page that requires improvement, whereas
- a ‘healthy’ and fast page normally reaches 90 and over.
So, the first thing you need to do is to paste your websites URL onto the PSI homepage and click ‘Analyze’.
You will obtain your page score after some seconds but also a list of suggested actions you might undertake to improve it.
So, there are a couple of things you can do to optimize your page speed:
- Reduce space used by large files. Compress pictures using Photoshop or free software with photo resizing tools.
- Eliminate unnecessary redirection. If your user needs to navigate through too many pages, they will be more likely to get tired.
- Leverage browser caching. This means helping your website to ‘remember’ all the files it needs to use every time it uploads a page. There are some DIY ways, or you ask a webmaster to help you or, even better, a digital marketing company.
If you want to know more, please do not hesitate to get in touch.