Impact of Page Speed on Conversion Rates
Slow loading of a website is not only bad for your business, it just wastes your time, reducing your chances of making a profit. If you think that building a website is enough to start an e-business and increase sales, you are sorely mistaken.
Customer satisfaction is one of the most important prerequisites for generating sales, and the instantaneous speed of the site is the primary condition for influencing the conversion rate.
Did you know that the highest conversion rates for e-commerce take place on pages with a load time of 0–2 seconds? And how fast is your site loading?
4 points to prove the negative impact of a slow loading site on business.
Loss of website traffic leading to losses in sales and revenues
A slow website can disappoint any user. This means a loss of incoming traffic that can further lead to lower user engagement and conversions. According to a website performance and revenue study, a 2-second delay in search results can incur a revenue loss of 4.3% for each user. The whole point of building a website for your business is so that people can visit the site and learn about your work or the service you are providing. But if a slow website is preventing you from accessing your site, then it defeats the purpose of building a website for your business!
Fall in search engine ranking
Having good content is not a sufficient condition for ranking high in search engines, as sites with poor speed can have a bad ranking on the search results page (SERP). Fast-loading websites are given a higher ranking which contributes to more user clicks and incoming traffic. Many factors enable websites to rank high.
Google, the world’s largest search engine is normally tight-lipped about ranking factors, they have made it clear that website speed is one of the factors. Google states that: “We’re striving to make the whole web fast.” The search engine giant wants its users to have a fast browsing experience. Don’t you think it’s worth having a fast website just to rank high in the search engines?
Deteriorating user experience
A slow-loading website is the worst that can be encountered in the very first stage of the customer experience. It is a fact that 40% of online users leave the website if it takes more than three seconds to load. Slow sites lead to higher interest rates and lower shopping carts.
Increase in the user’s bounce rate and a lower rate of conversions
A site bounce rate is recorded when a user visits a site and leaves without taking any action.
One of the key points is not leaving the site is fast loading, which reduces the likelihood of visitors leaving the site. With reduced engagement, your business may suffer from low conversions and overall sales.
Why does site speed improve your business?
Provides a high ranking in search results
Speed is a priority for Google. Even in 2009, Google launched the “Let’s Make the Web Faster” initiative, using the role of site speed. Page speed also affects your bounce rate or the percentage of sessions where a user leaves your site after visiting only one page. According to Google, as load time goes from 1 second to 3 seconds, the probability of bounce already increases by 32%. If your site is too slow, you run the risk of showing up lower in search results.
Improves user experience
No one likes to wait, the slowness of websites can force users to find hundreds of other similar websites on the web. Speed is an important factor in a user experience because they can not technically do anything on the site until it is loaded. The user experience affects how likely your site visitors are to convert, and consequently, if your users leave your site before they even see what you can offer, it will affect the conversion rate.
Remember, a good user experience starts with a fast-loading site.
Makes advertising more effective in search engines
Ads displayed on Google are thoroughly monitored by experts and Slowly loading sites can have a detrimental effect on ad campaigns. And what is the connection between them?
There is only one answer.
When someone clicks on your ad and the landing page loads too slow, Google considers it a poor user experience, likely causing the ad’s overall quality score to go down.
Speed affects your site’s indexation
You’ve probably heard about Google search engines’ so-called ‘allocated crawl budget’. In simple words, it is the demand for your pages based on their popularity and the relevance of your content, and the crawl rate limit, which limits the “maximum fetching rate” for your site, or the number of pages that the crawlers can “call” simultaneously and the waiting time between such calls. If the site loads slow or sends many connection timeouts, the crawl rate limit decreases and Google might stop crawling altogether. Thus, too slow loading time may be affecting your site’s indexation.
We hope you’ve learned enough about how website speed is important to automate sales and improve your customer experience.
Are you not going to lose customers and reduce the conversion rate through a slow-loading site?
Now we won’t list ways to improve site speed.
Today you can have a faster loadable site for your business, without integrating any additional plugins, all on one platform!
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- Fast page-speed optimization,
- Google top ranking,
- Sales automation.
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