This is an important test for your business to conduct, especially if you’ve seen a drop in website conversions. Google has made some very prominent updates to their algorithm and uses page load speed as a ranking factor. If your rankings have dropped, site load time could be the culprit.
What Your Users Are Expecting
You know the classic loading graphics: spinning wheels and horizontal progress bars that animate while you wait on the content of the website you’re viewing to load. These animations trigger instant frustration when you’re just trying to find information or access content you really want to view.
More than 83% of people expect a web page to load in three seconds or less (source). Chances are, you don’t wait very long for a page to load before closing it. And, studies show your own website visitors are no different. If it takes too long for your site to load, the user – a potential client, customer, or purchaser – will simply close and move on.
The truth is, there is a better-performing site your audience can access quickly that also has what they’re looking for. This is especially true for mobile users: Google conducted a survey showing that 40% of users turned to a competitor’s site after a poor mobile experience (source). These users are lost conversions.
By making some simple site improvements you can increase your website conversion rate.
How to Improve Your Site Load Time
You increase your chances of a viewer converting by making your website user friendly with fast load time, easy navigation, and useful content. What’s good for the viewer is good for your business. Conversions lead to sales, referrals, and repeat customers – all contribute to a healthy bottom line and company growth.
This whole process is ultimately rooted in good user experience. You can’t win every user every time, but you can cover your bases by making sure your site has optimal load time.
Two easy ways to do this:
- Run a speed test to see if you need help. Make sure you do it for desktop and mobile. Two places you can test your own site: Pingdom Website Speed Test and Google PageSpeed Insights. The Pingdom resource is useful in that it shows you load time from an international location, too. If you have an audience abroad, this could provide some useful insight for you.
- Contact your hosting provider and ask them how they can help improve your site’s speed. Your site load time can improve greatly based solely on the quality and configuration of servers you are using to host your site. Check with your provider to see what is included in your plan and ask for a recommendation in improving site quality.
An Easy First Step in Overall Improvement
Consistently fast site load time plays an important role in your online marketing strategy. Optimal load time not only creates a good first impression, it also instills customer confidence. Contact your hosting provider to take your first step in improving your online user experience and finally begin capturing some of your lost conversions.