As the owner of a website, have you ever thought, or worried, about how long it takes your page to load? Well, if you haven’t up to this point, it’s about time that you do.
What is page speed? Page speed is the amount of time it takes between the browser’s request for a page until the browser completes processing and rendering the content.
Is it important to my website, you ask?
Google is all about the overall user experience and page speed is one of the factors that it uses in its algorithm to rank pages. If page speed is slow in loading, it leads to a lower average time on-page and to higher bounce rates. Pages that load within two seconds have an average bounce rate of 9%, while pages that load in five seconds see their bounce rates skyrocket to 38%. A high bounce rate tells search engines that users don’t find the page content useful, so its rankings will slip.
Let’s look at some statistics to see why page speed is so important:
–25% of visitors will abandon a website that takes more than 4 seconds to load.
–a 1 second delay reduces customer satisfaction by 16%.
–64% of shoppers who are dissatisfied with their site visit will shop somewhere else next time.
–46% of users don’t revisit poorly performing websites
Of course, statistics like these have a direct financial impact on businesses, as well.
Just a one second delay in page load time will:
–reduce page views by 11%.
–decrease customer satisfaction by 16%.
–reduce conversion by 7%.
–14% of shoppers will begin shopping on another site if they have to wait for a page to load.
–18% of shoppers will abandon their cart if pages are too slow.
–51% of shoppers in the U.S. say that site slowness is the top reason they’d abandon a purchase.
On the other hand, a 0.1 second mobile site speed improvement:
–increased retail conversions by 8.4%.
–increased average order value by 9.2%.
–increased luxury page brand views per session by 8.6%.
So, the best-case for a website with a slow-loading page is that you will almost certainly lose potential revenue. The worst-case is that you will a customer, possibly forever.
One of the first things we at Get Ranked On Page One do for a new client is an on-page and off-page SEO audit.
In my next post we’ll look at some of the factors that affect page speed.