The first impression
The loading speed of the website is the first impression our business makes. These portals are 24-hour shops that display our products and receive visits from potential customers.
So, like a conventional shop, websites must offer a good user experience by being neat, efficient, and fast.
Imagine arriving at a shop and having to wait to be served.
This is why we shop online; expectations in terms of efficiency and fast service are high.
We expect to arrive at a friendly site, but we also want to be served immediately.
Likewise, a slow website causes delays and discomfort for visitors, affecting their experience and all of our marketing metrics.
Remember that 47% of consumers expect a website to load in two seconds or less, and 40% will abandon a page that takes more than three seconds to load.
In other words, websites that take more than three seconds to load could lose half of their potential visitors – an alarming figure when you consider that in 2017 the average online shop loads in 9 seconds and the average website takes more than three seconds to load.
Online store loads in 9 seconds, and that the average load time between industries is 22 seconds!
As half of the traffic comes from mobile devices, these figures reflect the loading times of mobile devices on a 3G network.
Since 2016, Google announced that it would prioritize the mobile experience and that metrics related to user experience would be based on mobile performance.
So it makes sense to optimize our websites for the best and fastest display on mobile devices.
It is essential to understand that load times fluctuate according to location and device. For example, machines with more giant RAMs load faster, and also 3G networks around the world have different standards and performance.
Thus, speed measurement is specific and most effective when considering the worst-case scenario.
Since most websites have a global audience, it makes much sense to improve our page performance by improving the load time to a value close to the optimal conversion point, which is reached at 2 seconds.
Remember that websites are not static, and the optimization process keeps up with the emergence of new devices and search engines.
mobile website SEO and speed
Since inbound marketing is about providing valuable experiences to customers, user experience metrics on a website indicate the value it can deliver to its visitors.
Attracting traffic to our sites would be meaningless if we couldn’t capture their attention with the content on the pages.
Google uses these user experience metrics to show the relevance of a page. In addition, the search engine also includes the loading time of a website as a variable for page ranking.
“A fast site not only improves the user experience but also reduces operating costs.” In this way, a fast site has an advantage in attracting customers and some extra points in the ranking algorithm, thanks to the loading speed.According to Google
In this sense, it is essential to understand that in marketing, numbers rule, but it is not magic. Speeding up your website is one ingredient, but the content and usability of your page are essential elements of the recipe.
To have an apparent reference of your competitors, the industry standard, and needs, you can benchmark your website against the websites that appear next to you in Google search results.
SEO and content
Case studies: Speed = revenue
The relationship between website loading speed and revenue is simple: having a slow website causes frustration for potential customers, causing them to look elsewhere to satisfy their needs or end their shopping experience.
Multiple studies show the relationship of loading speed with user experience, revenue, and brand reputation.
Some of them show a correlation with business performance, and others direct people’s responses.