If the user browsing experience is not positive, it is time to optimize the loading speed of your website. Nobody likes to enter a page and keep it loading for more than 10 seconds. The world of the Internet is characterized by making instant and fast searches.
This is also a factor that directly affects the web positioning , since Google takes this aspect into account. As you can see, it is not something you should overlook because it will negatively influence the development of your project. The idea is that once you detect the problem, you start working on the solution.
Did you know that if you don’t improve the loading speed of your website, you would be risking your conversion rate? Yes, as you read, this deficiency impacts such an important point. It is not only about loss of visits and leads, but also a decrease in your sales.
Ideal loading time for the web
There is a load time that is set as the ideal for any website. The pages that compose it can take from 1 to 8 seconds to load. But the optimal range for a site should always be below 3 seconds.If you want to know this data regarding your website, you can do it in Google Analytics .
But surely you are wondering what are those factors on which speed depends. To a large degree, influences the device that the user uses and the quality of his Internet connection . These would be the external aspects that escape from your hands. But the ones that should interest you are the ones that you can improve.
You have to focus on implementing certain settings on your site such as page design or updating and debugging plugins . This will not only improve the loading speed of your website, but will help you on Google . Once you start working on them you will see the results.
Google Web Vitals
Given this situation that so many sites present, Google showed its concern about the user’s browsing experience . For this reason, it launched Web Vitals, a tool that can increase the page load speed again as “the most relevant positioning factor”.
This tool is based on 3 data to know if a website offers a good or bad user experience. Next, you can find out what they are:
LCP: is in charge of measuring the perceived load speed. In addition, it marks the point in the page load timeline when the main content has loaded.
FID: This measures the responsiveness and quantifies the user experience. This occurs specifically when the user first tries to interact with the page content.
CLS: In this case, it makes the visual stability measurement. It also quantifies the amount of unexpected design change in the visible page content.
Reasons why you should optimize the loading speed of your website
You could already realize what are the factors that influence the loading speed of your website. Now, it’s time for you to learn more about why you should optimize it. The aspects that you will see below will serve you to work on improving your site:
1.- Dropout rate
When a website does not load in the stipulated time, users abandon it. The worst thing in this case is that they leave without using the service you offer or without buying if it is a store. If you want to avoid a highly negative rate, you have to improve the download speed of your pages.
This is an aspect that must be taken into account by all those brands that are related to electronic business. The abandonment rate directly impacts sales. This can reach 68%, while, when the process is done from a mobile, it reaches 97% . Figures that represent large losses for ecommerce .
Remember that users who browse and want to make a purchase on the web expect speed and immediacy. They will not waste their time on a page that does not load in the ideal time. They will leave your site and visit another that offers them the product they are looking for and a better browsing experience.
2.- Conversion rate
The moment a visitor leaves your website you not only lose a sale, but also the possibility of turning it into a lead. There is no doubt that these two rates go hand in hand, and one negatively influences the other. You may be losing a lot of potential customers by not having the loading speed in mind.
According to a Hubspot study , up to 79% of customers who are not satisfied with the performance of a website and say that they will probably not buy from the same site again. The worst thing is that you can not only lose new visitors, but fixed consumers.
To this is added another unfavorable figure, since if the experience is negative, 40% of dissatisfied customers will not hesitate to speak ill of your website to their acquaintances.
3.- User loyalty
You will not only lose sales and leads, but also the opportunity to build customer loyalty. A person who had a bad experience in browsing will not want to visit that site again. Remember that users expect the page to take 2-4 seconds to load, and those who browse from a mobile device extend it to 5 seconds.
According to a statistical infographic from Akamai, 22% of desktop users will not return to a website that is slow . It also reflects the number of mobile device surfers, which increases to 46%. It is a fact that people hope to have an immediate experience that saves them time.
4.- SEO (Search Engine Optimization)
What does SEO have to do with the loading speed of your website? Much more than you imagine, since Google and other search engines take this factor into account when positioning it. Although it is true that it is not the most important thing, you still have to take it into account if you want to appear among the first search results.
Think that this can be a differentiating aspect before your competition, since many ignore it. Keep in mind that most users now browse through their mobile devices. This means that you have to work on optimization not just thinking about desktop users.
One of the options that online stores can use is WordPress . This thanks to its new version ”wordpress 5.4 ″ together with that of woocomerce 4.0, which aim to improve between 20% and 60% the performance of a website. The idea is to work on the optimization of the loading speed to avoid losses of any kind.
5.- Mobile devices
You may think that this is an external factor with which you cannot fight. However, when your website and mobile devices come together , you have to improve the user experience. How can you do it? Work on the design of your page. Please note that the capacity of a desktop computer is not the same as that of these computers.
The study published by Akamai shows that mobile shoppers are more engaged than desktop shoppers. 57% of tablet users search for products at least once a week, compared to 37% of computer surfers.
They also indicate that 35% of tablet and smartphone users make at least one online purchase per week through mobile devices. While desktop users only reach 15%. Do you realize the importance of these technological channels?
However, 39% of mobile users are not happy with their online experiences . This is due to two fundamental factors that harm your experience: slow pages and frozen or blocked sites. For this reason, it is essential that you optimize the loading speed of your website considering this wide audience.
Tips to improve the loading speed of your website
The idea is not that you worry about all that this implies, but that you take care of optimizing the loading speed. But surely you are wondering how you can achieve it. Below, you will find some recommendations that will help you improve it, take note:
Work on responsive design .
Delete what you don’t use.
Use cache plugins .
Get quality hosting .
Look for a light and efficient insole.
Clean your code frequently and thoroughly.
Now that you know why you should continue optimizing the speed of your website. In this way, you will avoid losing leads, sales and you will be able to retain your clients. And if you need help to improve SEO positioning , at Antevenio we have the experience and the appropriate technology to make your efforts pay off.