How Website Speed Impacts Conversions

How Website Speed Impacts Conversions

Martin Starkie Online Marketing, SEO, Web Specialists Blog

And how to get up to speed…


Is your website loading up as quickly as it should? If not, you could be missing out on lots of conversions whether it be eCommerce sales or customers contact you.

Many business owners have no idea that the speed of their website can affect a users experience and impact sales or interaction. However, many studies have proven that things like page load times make a significant difference to how long visitors stay on the site and whether or not they choose to contact you or make a purchase. Here, you’ll discover exactly how website speed impacts conversions.

A One-Second Delay Can Drive Customers Away


One of the most staggering statistics discovered regarding website speed is that a delay of just one-second can drive customers away. It’s been estimated that a one-second delay in page load times can lead to 11% fewer page views, a 16% decrease in customer satisfaction and a 7% decrease in conversions.

  • 11% reduction in page views

  • 16% reduction in visitor satisfaction

  • 7% reduction in conversion rates

Slow Speeds Deter Customers From Coming Back


It’s not just an initial loss of customers you need to worry about either. Studies have shown that slow speeds can also drastically reduce the chances that a customer will return. Instead, they’re more likely to head over competitors sites.

As an additional kicker, since Google’s ‘Speed Update’, slow websites will rank lower down in search engine results than faster competitor websites. So, customers and clients may even have trouble finding you in the first place.

“The “Speed Update,” as we’re calling it, will only affect pages that deliver the slowest experience to users and will only affect a small percentage of queries. It applies the same standard to all pages, regardless of the technology used to build the page. The intent of the search query is still a very strong signal, so a slow page may still rank highly if it has great, relevant content.”Quote from Google Central Blog

How Can You Improve the Speed of your Site?


There are a few ways you can improve the speed of your website. Firstly, you’ll want to ensure your website is responsive and optimised for all devices. This includes mobile, desktop and tablets. This means no matter which platform your customers are using, if your website is slow, they’re going to find your faster loading competitor websites before they find you.

“People want to be able to find answers to their questions as fast as possible — studies show that people really care about the speed of a page. Although speed has been used in ranking for some time, that signal was focused on desktop searches. Today we’re announcing that starting in July 2018, page speed will be a ranking factor for mobile searches.”Quote from Google Central Blog
Learn more in our post:
What is Mobile-First Indexing and How Will it Affect My Website?

If this all sounds a little too confusing, help is available!

At CMS Live, we offer a website speed optimisation service. We know exactly how to speed up your website to ensure you don’t lose those all-important conversions.

Need Website Speed Optimisation?

Drop us a line for a friendly chat about your website on 01282 618210 or...

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