Why Does PageSpeed Matter?
The Internet is getting faster and more efficient every day and that has spoiled Internet users. We want quick results and expect websites to load in seconds. Unfortunately, many websites don’t load quickly enough to satisfy users (potential leads) and that has an impact on user experience. In fact, the average website load time is around 19 to 20 seconds, which is quite slow for modern standards.
According to research conducted by Google, Internet users expect the website to load within 2 to 4 seconds and many will leave the website and look for other alternatives if it doesn’t load quickly enough. Here are some reasons why you should pay close attention to the page speed of your website.
- Higher Bounce Rates
Slower websites have higher bounce rates and lower conversation rates. Even if you have an effective PPC marketing strategy in place, you won’t be able to get much return on your investment because prospects won’t remain on your website long enough to convert. If your website is fast, people will take a little more time to explore it and that will increase the chances of conversion.
- Organic Rankings
Page speed is one of the 250+ ranking factors in Google so the web search engine will consider it when it ranks your website. If it’s too slow, it would be placed high enough on the search engines results pages to provide any significant returns or traffic. Google will only display websites that provide the best results at the top of the SERP so if your website is too slow, it’ll rank on the second or third page. That can have an impact on the flow of organic traffic to your website.
- User Experience
User experience is an important factor to consider and page speed has a big impact on the user experience. Users experience a lot of frustration and irritation when a website doesn’t load as quickly as they expect it to. Some people have the patience to wait for the page to load but that patience will quickly fade away if all pages on the website load slowly. It’s important to improve the design of your website because it helps you provide a better user experience to your prospective customers.
- Page Quality Score
AdWords and other such platforms assign a quality score to different websites and web pages. Sites that are slow to load often have lower quality scores as well. That can have an impact on your online reputation and compromise your future marketing efforts. If you want to reach a larger audience and gain more traffic, you need to improve the page speed and ensure your website provides a smoother browsing experience. That will improve your page quality score and your reputation.
As a company in a highly competitive industry, you need all the help you can get to retain the customer’s attention so it’s a good idea to invest in the website design and hosting to ensure your website loads quickly and smoothly on all platforms.