- 15th Feb '23
By Mathieu Picard- 4 minutes read
Why Page Load Speed Matters for Conversions
Source: Unsplash
Users don't want to wait for content. It's no secret that page load speed can make or break your conversion rate, but what exactly does this mean?
Page speed is the time a user takes to download your site from their browser after arriving on a web page. If they have to wait longer than expected, they might leave before experiencing all the benefits you offer. The same thing can happen if someone has trouble viewing your site because resources like images have slow loading times.
Top Reasons Why Page Load Speed Matters
There are a lot of reasons why page speed matters. Here are some of the top reasons:
User Experience
A faster page load time means users will have a better experience, making them more likely to return and become customers.
The average user expects a page to load in 2 seconds or less. These first few seconds are critical as the first five seconds significantly impact conversion rates. Every additional second of waiting time, conversion rates drop by 4.42%.
So the longer the site loads, the more you lose leads.
Search Engine Optimization (SEO)
Google uses page load speed as a ranking factor. If you have a slow website, it will rank your site lower in search results. It’s their way of ensuring users don’t encounter problems while using their Google browser.
Mobile Compatibility
Many factors influence mobile traffic, and one of them is page load speed. Take note that Google now uses mobile-first indexing. This means that crawlers will index sites optimized for mobile devices.
How to Improve Page Load Speed for Conversions
To avoid these problems and keep visitors engaged throughout the entire process, here are five ways you can improve the site's performance:
Optimize Images
Optimizing images is a great way to improve page load speed and increase conversion rate. Start by using the correct image format for your site.
Avoid using GIFs because they have poor compression rates and can cause frame drops on many mobile devices. Save images as PNG or JPG, as they have excellent compression ratios. These formats allow you to retain high-quality images without slowing the website.
Ensure that you're optimizing your image sizes correctly.
Minimize Redirects
Redirects can slow down your site, especially if the number of redirects on a page is high. Redirects are a common cause of slowness. They cause visitors to wait while their browser redials the page they visit. Do an audit of your site to see if there are redirects that you must resolve.
Leverage Browser Caching
There are several ways to leverage browser caching. The first is to set the cache headers to expire after a set time, reducing the number of server requests and improving performance. You can also use caching with HTTP/2 server push, reducing bandwidth usage and server load while improving page load speed.
Reduce or Eliminate Plugins
Plugins can slow down your site. Even the most popular plugins have a few that are unnecessary. If you're not careful, they can make your site load even slower. Choose plugins that only give value to your users.
For example, Google Maps API is one example that can slow down sites. Consider whether it would make sense for your users before adding it to your site.
Use a Content Delivery Network
A content delivery network (CDN) can help improve page load speed. They do this by quickly loading web page assets like images and videos, reducing the physical distance between a user and the web host.
For better site performance, it’s best to go for dedicated servers with CDNs. This will help reduce loading times, improve user experience, and enhance SEO ranking. Not only will you increase bandwidth, but they will also lower overhead costs for servers.
Key Takeaways
Page load speed is an essential factor in the conversion funnel. The faster your site loads, the less likely people will leave your website and move on to another product or service. The more time they spend on your site, the more opportunity you have to convert them from casual visitors to paying customers.
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Page load speed is a factor in user experience, SEO, and conversions.
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You can improve your site's load time with the right tools and strategies.
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Use the correct image format and size
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Lessen the number of redirects
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Cache browsers
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Choose plugins
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Use content delivery network
Mathieu Picard
CEO, Anyleads, San Francisco
We are the leading marketing automation platform serving more than 100,000 businesses daily. We operate in 3 countries, based in San Francisco, New York, Paris & London.
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