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The Importance of Page Speed for SEO and Conversions

Faster Websites are better Websites. Today, PageSpeed is one of the most important factors in digital marketing. Page speed is the number of times that it takes for a web page to load. A page’s loading speed is defined by several different factors, such as a site’s server, page file size, and image compression.

According to a new analysis, the time it takes to fully load a mobile landing page is 22 seconds. But, 53% of mobile site visitors leave a page that takes more than 3 seconds to load.

Every 1-second delay lowers user satisfaction by 16%. On the other hand, 79% of users would not purchase if they are not happy with website performance. Slow loading time not only influences your incoming visitors but it also affects potentially deters future visitors from shopping on your website. ‍

Benefits Of Having A Faster-loading Website

Top-notch SEO content, clear branding, great messaging, all connect to build great web designs, But without a fast website to display it all on, run by a quality web host, all that great work can be critically compromised. Potential customers can really get frustrated with your site if they find that they have to wait for pages to load. This is a fundamental cause of why exit rates can start to climb.

Website Load Speed Affects Your SEO

In 2010, Google announced that page speed would affect your website ranking. It refers to the time a visitor wants to wait until your page is fully loaded. On average, a page load for an e-commerce website takes approximately 7 seconds while the perfect load time is around 3 seconds or maybe less. It also has a great impact on your audience user experience(UX). A slow page load is penalized by the search engines and influences your ranking, both on mobile as well desktop devices.

CRO Benefits of fast-loading website

Slow speed kills conversions. Page speed influences both conversion rate as well as SEO. Therefore, improving it can assist increase both total traffic and the conversion rate for a page. A two-second delay in page load time can increase bounce rate by more than 100%. That’s true, your bounce rate can actually double, meaning you could be losing a large amount of visitors, right from the start. If your conversion rates for your eCommerce stores are not as high as you require, you may look at your website’s overall performance. Research has shown that if your website is just one second slow, your conversion rates could take a hit as much as 7%. As per the survey, 79% of customers said they would not return to a site with poor performance. In another survey, the connection between load times and conversion rates display a 25% decrease in conversion rates with just one extra second of load time.

Faster-Loading website Enhance Brand Awareness

The first impression is the last, right? Well, your website load speed is the first impression you make on a possible client. 66% of people believed that website speed is a direct sign of the performance of a company. Longer load times lead to a negative brand impression on the customers and leaves a permanent impact on its name. It is because of the large amount of options that users have access to, that they just do not have the time to wait. They can always move from one site to another. User satisfaction is the highest priority for most websites and the initial step towards reaching it so improve your load speed. As per research conducted by Akamai, a two-second delay in page load time can double bounce rate by more than 100%. Research shows 52% of customers stated that fast page loading is essential to their site loyalty and 44% said they tell their friends about poor site experiences. In that same survey, almost half of web users require a website to load within two seconds or less, and they tend to leave a site if it takes more than three seconds to load. May you don't take it seriously, but 78% of online customers who experience problems with website performance say they won’t go to the site to purchase again, and 44% would tell their colleagues about that bad experience. This study also found that a one-second delay can reduce customer satisfaction by about 16%.

What exactly is fast?

PageSpeed speed is the length of time that it takes to show all the content on a particular page. Although similar, page speed is not the same as site speed. PageSpeed is the average of various sample pages on a website.

How to Increase Page Loading speed?

As technology develops day by day, we have become less patient. Now, we demand to discover the information we’re looking for in seconds. We need websites to load quickly, regardless of which device we’re using, and if they don’t, we will move to another site. So, let's discuss how to increase page loading speed?

Building from Scratch

If you think about creating a website, you must try and build it from scratch. It is not scary as you might think. Also, try to use less code because extra code means extra time for the site to be downloaded. Libraries or frameworks add all this confusion and useless code for hundreds of tricks and features that 90% of your website will not use.

Reduce the use of plugins

Unnecessary plugins slow down the loading time of the website. More importantly, they make your website more difficult, which affects their performance. It is highly suggested that all unnecessary plugins should be uninstalled. You can do this in various ways. For temporary use, you must try the P3 plugin which is very helpful. For long term use, measure your page performance, check the installed plugins and get rid of everything you do not require.

Reduce use of 3rd scripts / Integrations

Studies show that about 40% of users employ ad-blocking on their browsers, which decreases the hefty performance penalty of 3rd scripts. When users aren’t blocking scripts, they’re leaving pages completely. According to Google, 53% of mobile site visits leave a page that takes longer than 3 seconds to load.

How to test your PageSpeed Score?

There are several ways and choices available for you to check the PageSpeed score of your website.

Google PageSpeed Insight

Google gives its own “PageSpeed Insights” tool, which assists you to discover the PageSpeed of a website with a PageSpeed Score, a grading scale that can go from 0 to 100.

Google Analytics

In Google Analytics you can check the average PageSpeed of a website, and other speed metrics.

SISTRIX Optimizer

With this Optimizer module you can monitor a website in 3 hour intervals and analyse the server performance in our waterfall-diagram.

How to use Google Lighthouse?

Google lighthouse is an application that runs several tests called an “audit.” This analyzes information on a web application as well as a website page. Then it makes a report on how well the app or page performed.

Running it is not as easy as you think: all you want to do is use Chrome DevTools with your Google Chrome browser. This set of web developer tools is previously made into Google Chrome, so there is no requirement to install any further software.

After that, to start, right-click anywhere on the page you need to test and choose “Inspect.”

On the Audits tab, choose the criteria you need to inspect, for example, whether you’d like to test the Mobile or Desktop version, accessibility, SEO, or performance.

At last, you can check out the audit that Google Lighthouse designed for you and examine which areas of your website you can improve.

This audit goes into considerable detail on each of the metrics, which can be very helpful for you to outline the next steps to enhance your performance.


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