Why Page Speed Matters
Written by Mark Sampson,
in Section Articles
Nowadays, users demand fast page speed on websites. Many visitors will just navigate away from your site if the page they are looking for doesn’t load within the first few seconds. One survey found that nearly half of web users expect a website to load in less than 2 seconds or less. 75% of respondents in another survey said that they would not visit a website again if it took more than 4 seconds to load.
Users are more likely to stick around if your website page speed is quick. AOL issued a report showing that the speed in which a website loads can affect the number of pages viewed by each user by as much as 50%. Google did a study and found that “slowing down the search results page by 100 to 400 milliseconds has a measurable impact on the number of searches per user.” When ShopZilla did the work to speed up its website, the average number of page views per user went up by 25% and its revenue increased by 7%-12%.
Websites that have a good page speed get better search engine rankings
Page speed gives better results! Matt Cutts, the head of Google’s web spam team, announced in 2015 that page speed is one of the critical factors that Google uses to rank websites. While page speed isn’t the only factor that goes into your search engine rankings, pages that load faster and make use of Google’s recommended "best practices for performance," tend to do better in search rankings than those who don’t.
Work Coach Cafe reported a 40% increase in traffic from search engines after addressing their site performance issues. SmartFurniture.com reported that rankings for 7 of its top 10 keywords had improved after they had addressed their website’s page speed issues.
In Google’s words, “Faster sites create happy users. Like us, our users place much value in speed – that is why we’ve decided to take site speed into account in our search rankings.”
Fast websites generate more revenue
The speed at which your website loads has a direct impact on how much revenue it will bring. If your site does not load quickly for your users, you are missing out on valuable ad-clicks, conversions and sales.
According to Kissmetrics, a 1 second delay in a website’s load time can result in a 7% reduction in conversions. If you were running an e-commerce store that generated $100,000 in revenue per day, you would be losing $2.5 million per year in revenue because of your website’s page speed issues.