How Slow Website Performance Affects Conversion Rates

In the modern business world, your website plays a key role in the success of your company. Not only is it one of the first things consumers will come across when interacting with your brands, but your website also serves as your online storefront. That’s why you need to make sure that your website is well designed, easy to navigate and – most importantly – fast to load.

Your website’s loading speed is a key factor that can greatly affect the success of your endeavors. Slow-loading websites will negatively affect a business’s overall performance.

Simply put, if your website is not fast to load, it will cause frustration among your visitors, which will make them bounce and abandon your website, leaving you with lost conversions.

According to research, an average website needs to load in three seconds or less, while the ideal loading time for eCommerce websites shouldn’t exceed seven seconds. So, if your website is not meeting these standards, you can expect your audience to simply abandon your page and move onto other, faster-loading competitors.

Needless to say, if your website is causing you to lose visitors instead of attracting them, it’s time you do something about it.

What Is Website Loading Time?

Simply put, website loading time, also called page loading time, is the time it takes for your website to fully load once your visitors click on your site’s URL. The load time doesn’t only include the time it takes to load the landing page, but all other elements of your website as well. If you have photos or videos on your website, these also need to be able to load within the same timeframe as your page.

No matter how interested your website visitors may be in what you have to offer, they will simply abandon your page if it takes too long to load.

What Are Conversion Rates?

A conversion rate is the difference between the number of your overall website visitors versus the ones that took the desired action. This action depends on your brand and offering, and it can be anything from signing up to your newsletter to signing up for a free trial or making a purchase.

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There are two types of conversion rates – goal and transaction conversions. Goal conversions include any activity that indicates a step forward down the sales funnel, while transaction conversions relate to the completion of the said goal.

How Does Website Loading Time Affect Your Business?

As mentioned, the more time it takes for your website to load, the more time your visitors will have to abandon the page.

In the world of eCommerce, shopping on impulse is quite common, but if your website takes too long to load, your visitors will have more time to reconsider their shopping spree and exit your site. The more time you have to consider your impulse buy, the likelier you are to abandon it.

Even when we consider regular shopping or interacting with a business, you need to make sure that your potential consumers have the chance to become just that, as seamlessly as possible. Slow-loading websites will cause dissatisfaction and frustration, which is not something you want your brand to be associated with.

That’s precisely why you should consider looking for industry professionals that can help you set up their website the right way. So, for instance, if your business operates in New York, you could look for a quality web design agency in NYC that can help you with your website design.

The conclusion we can draw from this is that your website loading speed will significantly affect your conversion rates. Knowing that, it becomes quite clear that you need to make sure you improve your website loading speed, if you wish to improve not just your conversion rates, but your bottom line in general.

How Does Your Website Loading Speed Affect Your Bottom Line?

For just a moment, let’s forget all about website loading speed as a factor that affects your conversion rates. So, let’s then assume that you have 1,000 visitors and that your sales copy manages to secure 20% of your visitors to make a purchase. With a 40% bounce rate, that leaves you with 20% of the remaining 60% of visitors that will make a purchase. This translates to 120 of your 1,000 visitors buying from you.

If your products cost $100, that translates to $12,000 in revenue. But if you add in the bounce rate, which is reduced because of slow loading speed, the total revenue will start to decrease with each passing second.

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Needless to say, the less revenue you manage to secure, the lower your bottom line will be.

Stats To Keep In Mind Regarding Page Speed And Conversion Rates

Did you know that:

  • The first five seconds of website loading time affect your conversion rates the most
  • After 0-5 seconds, each next second it takes for your website to load will cause your conversion rate to drop by 4.42% on average
  • When it comes to mobile pages, the average page takes about 15.3 seconds to load
  • About 70% of consumers state that website loading speed affects their willingness to buy
  • The majority of consumers state that they would sacrifice visuals if it would promise faster loading time
  • In eCommerce, the highest conversion rates happen between 0-2 seconds
  • The majority of mobile sites are too slow because they contain too many page elements

Key Areas To Keep In Mind

There are two main aspects you’ll need to keep in mind when trying to improve your website loading time: the pages that are most important for your results and the type of visitors you need to focus more attention to.

Since not all of the pages on your website are of equal importance, you need to make sure you identify the most important ones and focus your attention on them first. These will include any page that has the potential to turn your website visitors into customers.

For example, your checkout page, product and service information pages, category and search pages, as well as contact and support pages typically require the most attention. However, keep in mind that this doesn’t mean that all of your other pages can be lackluster. It simply means that the aforementioned pages need to be immaculate.

With the number of mobile shoppers constantly on the rise, it’s also important to implement a mobile-friendly design. Since mobile connections generally tend to be slower than desktop internet connections, you should focus your efforts on trying to improve the speed of your mobile pages first.

4 Ways  To Improve Your Website’s Loading Time

Finally, it’s time to explore some of the best ways to improve your website loading speed.

  1. #1: Compress your files

There are plenty of software solutions that will help you reduce the size of your CSS, HTML and JavaScript files. Keep in mind, however, that these software solutions should not be used to reduce the size of your other website elements, such as images and videos, simply because it can compromise their quality in the process.

  1. #2: Reduce redirects

The fewer the redirects you have on your website, the faster your website will load. On top of that, if your website loads fast, but the redirecting link takes forever to load, this can also cause major frustration and dissatisfaction with your customers. So, make sure you reduce the number of redirects as much as possible, to avoid having your customers waste their time on waiting for those redirects to load.

  1. #3: Optimize your website

Website optimization will not only help you create a website that will be fast and responsive, but it will also significantly assist you with your SEO efforts. Since Google generally prefers faster loading websites, you’ll need to make sure that every piece of content, as well as your website in general, is optimized properly. For example, if you’re operating in New York, you can easily find top agencies for web development in NYC and rely on experts to build you a high-performing platform both you and your customers will be more than happy with.

  1. #4: Improve server response time

Another factor that will impact your website loading speed is your server response time. Your server response time will depend on various factors that include, but are not limited to, the number of resources your pages use, the amount of traffic your website pages receive, the software solutions that your servers use, and the hosting provider and solutions you opted for. So, to improve your sever response time, try to identify the problem areas and see how you can improve them. Ideally, you should aim at a server response time that’s lower than 200ms, to ensure optimal response speed.

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Wrapping Up On Loading Speed And Website Conversions

In this day and age, it’s simply not enough to have a website, but you need to aim at creating a website that’s fast, responsive and user-friendly. The faster your website is able to load, the likelier your audience will be to interact with it.

This is extremely important for your conversion rates, as your website visitors will start to bounce with every additional second your website takes to load. Consumers today want the information they need at the tip of their fingers, and in order to increase your revenue, your website needs to deliver.

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