It is becoming increasingly difficult for a business to operate without a website. In fact, nowadays, it’s not only about having a website. If you want to increase the reach of your business, you need to ensure that your website performs better than those of your competitors. This means there is really no room for anything that might leave a negative impression. Read on to find out more about website performance.
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What is Website performance?
Website performance is a measure of your website’s loading speed, how responsive it is, and how easy it is for users to navigate and interact with your content. However, it is important to understand that sometimes no matter how much you try, there are some processes that you can only speed up to a certain point. In such instances, the goal becomes making slow processes seem fast. High-performing websites load fast, and they also offer reassuring feedback if something is taking a bit of time to load. For instance, some websites have a loading spinner, indicating to the user that some progress is being made.
Why Does Website Performance Matter?
As a business, there are several reasons why you can’t afford to have a poorly performing website. For instance, having a slow-loading website will not only frustrate your visitors but will affect your ranking on search engines as well. Google and other search engines prioritize website performance as part of SEO because today’s users are increasingly becoming impatient with slow-loading and difficult-to-navigate sites. Therefore, if your website is loading too slowly, it will be left behind when people search for goods and services that you offer.
There is a common misconception that website performance is all about speed. While speed is an important factor, there are other metrics to consider. This includes user experience, SEO, and conversion rates. All these factors are important for the profitability of your business.
Acceptable Website Performance
The idea behind improving website performance is to make the user feel as if they are in control of their browsing activities. Failure to do that will result in users becoming frustrated. According to research done by Google, page load times of under 100 milliseconds will give your visitors the illusion of instantaneous website response. However, this takes time to achieve. Fortunately, the same research indicates that a one-second page load time should be enough to maintain a seamless flow of thought.
Once it takes more than 10 seconds for your website to load, it becomes almost impossible to maintain the attention of the visitor. This is where your potential customers start getting the sensation of impatience, frustration, and abandonment. Unfortunately, these feelings can be so strong that a user will vow to never visit your website again.
How to Improve Website Performance and Conversion Rates
There are several things that you can do to ensure that your website meets the expectations of your users. This will help improve your conversion rates. The conversion rate is the rate at which website visitors perform the desired action. For instance, it might be subscribing to a newsletter, downloading a file, making a purchase, or signing up for a free trial. It all depends on the goals of your business.
Website performance directly impacts conversion; therefore, improving performance also boosts conversion. There are several tools that you can use to test website performance metrics like speed. You can look at things like user bounce rate, session duration, and conversion rate. If your website is not performing as it should, here are some things you can do:
- Reduce the size of your website pages by simplifying the code
- Use images only when necessary
- Host videos externally
- Delete comments on posts
- Reduce the number of HTTP page requests
- Delete unnecessary plugins,
- Get better hosting.
These are some things you can do to improve the performance of your site. Poor website performance can decrease conversions, so it pays to ensure that there is nothing dragging your website down. You must also find and eliminate anything else that might annoy your users.