Why does website speed matter?
Website speed refers to the amount of time a browser needs to fully load functional pages from a given website. In a world where most users now prefer to access websites while on the go on their mobile, a poorly performing site can drive users away and result in worse conversion rates.
Search engines, like Google and Bing, also tend to prioritise serving relevant information to users as quickly as possible, so site performance, especially on mobile, is an important factor in SEO rankings.
How fast is fast?
Google recommends keeping the website load time under 2 seconds, and faster is always better when it comes to Search Engine preferences.
How can I improve my website performance?
There are many things you can do to optimise your website and bring the website speed under 2 seconds. Here are our top 5 recommendations of simple steps you can take to improve your website performance.
How does website performance impact conversion rate?
According to industry research, “website conversion rates drop by an average of 4.42% with each additional second of load time” – such stats significantly highlight the effect site speed has on both conversion rate, and user experience.
When a user first visits your site, you want to establish the best experience for their needs, and leaving a user to wait for several seconds is often off-putting, and is likely to result in increased bounce rate, and reduced user engagement.
Ultimately website performance is one of the most important aspects of any web-based project. Considering the implications of additional functionality, server infrastructure, and advanced interactions should be a core component of any development process.