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20 Ways to Speed Up Your Website and Improve Conversion in 2019
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User Experience
Last Updated on July 10, 2019
increase website speed
Think that speeding up your website isn’t important?

Think again.

A one-second delay in page load time yields:

11% fewer page views
16% decrease in customer satisfaction
7% loss in conversions
A few extra seconds could have a huge impact on your ability to engage visitors and make sales.

This means that having a fast site is essential — not just for ranking well with Google, but for keeping your bottom-line profits high.

How website speed optimization influences conversions
Slow speeds kill conversions.

In fact, 47% of consumers expect websites to load in two seconds or less — and 40% will abandon a page that takes three or more seconds.

This means that if your site takes more than three seconds to load, you lose almost half of your visitors before they even arrive on your site.

That alone is a huge blow to your potential conversions.

And for the visitors that decide to stick around, your slow load times can deter them from returning in the future. In one survey, 79% of customers said they would not return to a site with poor performance.

speed up your website
In that same survey, 52% of shoppers said that quick page loading is important to their site loyalty and 44% said they tell their friends about poor site experiences.

This survey also discovered that a one-second delay can decrease customer satisfaction by about 16%.

It should come as no surprise, then that improving site speed improves performance.

One of the best examples of this is Walmart’s improvement in conversions and revenue after increasing their site speed.

During their initial analysis, they found that visitors who converted had received pages that loaded two times as fast as the visitors who did not convert.

walmart website speed

This showed that the faster a page, the more likely a visitor was to make a purchase.

At the end of their website speed optimization, Walmart reported the following results:

For every one second of site speed improvement they experienced up to a 2% increase in conversions.
For every 100 ms of improvement, they grew incremental revenue by up to 1%.
In another study, the relationship between load times and conversion rates showed a 25% decrease in conversion rates with just one extra second of load time.

loading time conversions
It’s clear that putting in the effort to increase your site speed — even by one second — could have a major impact on conversions

Still not convinced?

Consider that Google once experienced a 20% drop in traffic because of an extra .5 seconds in load time.

Along the same lines, Amazon once ran A/B tests in which they delayed pages in increments of 100 milliseconds. They found that even small delays resulted in “substantial and costly” decreases in revenue.

These are two of the most well-known and reputable sites in existence — so if users aren’t willing to wait an extra second for them to load, they probably won’t wait for you.

How to find out what’s killing your conversions

How your website speed influences visibility
Now that Google takes speed into consideration when ranking sites, your load times can also influence how easily users can find you in the first place.

This is especially true now that it is rolling out its mobile-first index. As of December 2017, the search engine has started ranking all search results based on the mobile versions of pages.

Mobile searches outnumbered desktop searches for the first time in 2015, and its share of overall search only continues to grow.

This means that it’s in Google’s best interest to cater its search results to mobile users. They don’t want to direct their users to sites that won’t load or function well on their devices.

As a result, mobile user experience will now play a major role in search rankings — even in desktop search results.

This is the exact opposite of how the index used to work.

User experience has long been a factor in rankings, but prior to this shift, it only took desktop experience into consideration. So even if a site provided a poor mobile experience, it still had a shot at ranking on page one.

This is no longer the case.

Now, pages are indexed and ranked based on the experience they provide mobile users.

speed up your website mobile
So if you want to maintain (or improve) your rankings and visibility, it’s essential to know how to reduce loading time of website. You must have a site that provides a quick, easy user experience — on any browser or screen size.

Why is my website slow?
You’ve conducted a site speed test and found your load time is pretty slow. (If you don’t know how to do a site speed test, I will explain later on in this post).

There could be a number of reasons why your site load time is lagging. It could be anything from server load time to image size to the number of redirects you have.

That means there are a whole bunch of steps you can take to improve page speed. We’ll look at 20 of them. But before you start troubleshooting to improve website performance, you need to have something to aim for.

Let’s take a look at what’s considered a good load time, to give you something to shoot for.

What is a good page load time?
Before you start working on your site’s speed, it’s a good idea to set a goal for
where you want it to be.

That can be difficult if you aren’t sure what an acceptable page speed is.


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