Website Loading Speed Impact Traffic

Website Loading Speed Impact Traffic

Speed is not only important, It’s very important; We prefer to drive fast cars, similarly search engines like fast loading websites. If your website does not load under 5 seconds, you are missing on a huge chunk of traffic. Preferred loading speed for a website is between 2-4 seconds or 2-5 seconds. Anything, over that, is Not preferred.

How do you check your website speed? Well, there are many tools available online and free, to name a few YSlow, Google Speed Test Insights, GTmetrix and many more…

A study was conducted by Portent; Internet Marketing Company, which was based on data from 16 E-Commerce sites. From there, they tested 500 e-commerce sites using YSlow to gather basic performance data. What are the results?

 The result findings as shown in the graph below indicated It is undeniable that the user experience is much better on a fast website, many sites are still running slow. According to the study, 50 percent of the websites audited had an average load time of more than five seconds with a standard deviation of eight seconds.

Website Loading Speed Improvement TimeZ Marketing


What Can You Do to Speed Up Your Website?

According to Portent: “Page ‘weight’ is no longer the biggest factor in site load time. In our test, pages of over 4 megabytes recorded some of the fastest load times.” Why is that? “Many sites have streamlined their code, learned to ‘minify’ their code and to use GZIP compression. So the bigger factor, in many cases, is the server and page configuration.” 

Choosing the right server and page configuration is key to fast loading. In many cases, I have seen websites to have created a single page with no image or too many codes. The page is sort of a bridge, where visitor have to pass. The page may only include, “Welcome to Our site, Please click Enter to continue.”. Once visitors have found the website, then the loading speed of other pages may not be that important, as long as visitor thinks he/she has found the right website.    

Want to improve your website loading speed, Potent recommends that you look at the following:

  • JavaScript: It is recommended that you include JavaScript src ‘.js’ at the end of each page.
    • Deferred Execution: if you want to fire the JavaScript after the whole page is loaded.
    • Asynchronous Execution: if it doesn’t matter when the script fires.
    • Need examples? See Asynchronous and deferred JavaScript execution explained by Peter Beverloo.
  • Tags & Headers: One of the major issues identified in slow page speeds was ETags and expires headers.
    • ETags and expires headers will help reduce the number of requests a browser makes to the server.
    • What does this mean? If you have files that are static or will change very infrequently you can prevent the browsers from reloading those files.
  • Image Size: Images that are too large can significantly impact the load time of your website. Compressing images is a great way to help speed up your site.







Leave a Reply