In the online landscape, site speed matters. You might think that a few seconds of loading time never hurt anybody, but in reality it can have far more impact on your bottom line than you might think.
In fact, a slow loading website could be the reason you are losing customers and money. Research by Kissmetrics found that the average attention span for a site to load is short. 47% of people expect a website to load in two seconds or less. By three seconds, you’ve lost 40% of your original audience.
What’s more, a slow load time starts the customers who do make it onto your site out on the wrong foot. The same research showed that just a 1 second delay in load speed can result in a 7% reduction in conversions. This means if your business earns just over 33,000 each month, your load speed could be losing you over £120,000 every year.
Although loss of traffic and revenue should be more than enough to convince you that speeding up your site is a good idea, there are even more reasons why site speed should be on your radar. Since the implementation of the Mobile First Index last year, site speed is a ranking factor for SEO. Not only does Google want to promote excellent user experience, but a slow site will be slower to crawl, which will negatively effect how many of your site pages Google can find. Therefore, a slow site will rank lower, further reducing your traffic and conversions. Slow sites are a slippery slope.
There are a number of reasons why a site would be slow to load. Perhaps you have too many large images, lots of products to load, or slow hosting. Sometimes, it’s simply the case that your site was built a long time ago, and was never optimised for speed. Many of the actions that we would recommend to speed up a page’s load time deal directly with the way the site is built. It’s never recommended to make changes to your CSS or HTML without knowing how to fix a site if you break it.
Speeding up the site requires an audit to analyse exactly what is taking the site so long to load, and then working on the site. It’s likely you’ll need to minify the css, reduce image sizes and clean up the plugins you’re using, in addition to a multitude of other internal fixes. We’d always recommend you get an expert to do this to make sure that you get the most improvement on your site.
Is your site slow to load? The Zinc team will be able to help you. Whether it’s a quick cleanup or a full rebuild, you’ll see the benefit immediately. Talk to an expert today to get started.
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