How a slow website can cost you more than a few seconds.

Liam Fallen

The internet is indeed a fast-paced environment, but how much do you know about your website performance and do you have a slow website?

If you’re like most people, not very much, it just works for you, and that’s good enough.

You can measure website performance in many ways, and its importance should never go unnoticed.

This article will cover three fundamental reasons why your website needs to load quickly to be successful: customer satisfactionconversion rates, and ultimately earn more revenue.

Customer satisfaction

Customers want to be happy, so if your website takes a while for pages and images to load, they will be unhappy and likely leave.

The average user may not have a lot of patience before getting frustrated with loading times and entirely giving up on the site’s content.

You can avoid this problem by ensuring you provide fast-loading websites at all costs.

Design choices to low page weighting tactics will all make a difference.

All these things contribute positively towards a successful customer experience, ensuring customers stay longer on your site instead of leaving prematurely.

Also, consider investing in faster hosting.

The infrastructure that hosts a website is an integral contributor to your websites speed.

Conversion rates

If your website loads fast, there’s less friction for your users, which can improve your conversion rates.

If your website’s purpose is to sell a product, generate leads or encourage users to explore more pages within your site, a slow website can cost you more than just wasted time.

A frustratingly long wait can result in lost customers.

You can have the best content, products or service, but if your website is slow and your users are frustrated, it won’t matter.

The result?

Low conversion rates.

To give your business every chance of converting, you should focus on improving your website’s performance, even a few hundred milliseconds can make a difference.

Earning more revenue

Once your performance is up to speed and your conversion rates improve, you are far more likely to see an increase in your website’s revenue.

If you’re an online store, you want to be sure that you minimise external factors that negatively impact the shopping experience, so the only difference is if they wish to buy your product or not.

A study performed by Google and [insert name and link to study].

The importance of performance

Performance is key to providing a great user experience.

How many times have you been on a website that’s slow or failed to load, and you’ve left to find a better website?

You may have even thought the servers are slow, and you plan to revisit the website later?

If your website performance is poor and your users are leaving, they may find your competitors websites during that time.

Can slow website performance cost your business more than a few seconds?

Yes. Very much so.

Maintaining a fast website is not just about making your visitors happy.

Improving the experience for them will be good from the perspective of a business too.

Firstly, make sure content loads quickly; secondly, track how many people are getting frustrated with slow-loading pages.

If your performance is poor, it adds another possible variable to your conversion rates.

Did they leave because they didn’t like a product, or did the page fail to load?

Your users will thank you for your improved performance by converting.

With a slow website performance, you could lose money in the form of:

Reduced sales (lose out on potential customers) because visitors are frustrated and leave your site; or, more likely, will not even bother with it at all.

Ensure content loads quickly by thinking about what matters most before publishing anything new like images & video etc.

Media can impact loading times; if you want to use media, ensure you optimise the way you deliver it.

If your competitor’s websites are slow, improving your performance can give you a competitive advantage.

Slow website performance can be a costly problem.

It’s not just time-consuming for your visitors; it may also hinder conversions and sales if you’re in the eCommerce industry.

Many businesses have started to realise the importance of optimising their websites.

They’ve begun speeding up load times through caching technology or using other tactics like CDN integration, among others.

One of the biggest hits on performance is un-optimised images and not using lazy loading.

When you upload a photo to your site, it might not be necessary for every user, like a high-resolution picture delivered to a user with an older smartphone.

An easy fix is through lazy load images where only the portions of that photo are visible when someone scrolls.

Lazy-loading reduces bandwidth usage & speeds things along quite nicely!

About Liam Fallen

Liam Fallen is a Google, SEMrush and MOZ certified Technical SEO Consultant with 7+ years of experience in development and marketing which he combines to improve the performance and user experience of his clients' websites like, LeoVegas UK brands and SurferSEO.

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