Digital Marketing, SEO, and Web Design for an ever-changing landscape.

How Your Site Speed Could Hurt Conversions

On November 13th, 2019 / By Hamzah Khadim

The amount of time it takes to load your initial landing page from search engines could hurt your business’ conversion rates. When potential consumers have to wait for your page to load up and display the content they searched for, they become agitated and irritated. This in turn, affects their overall site visit experience.

In fact, this extends to not just your initial landing page, but all pages on your website. When it takes more than 3 seconds to start loading a page, on average, 20% of your site visitors will do a “back-click” or close their browser window. Anytime site visitors do this, it translates to lost potential conversions.

For instance, if your site experiences 5,000 visitors per month, yet you have slow loading pages, you are losing 1,000 visitors each month. Depending upon your products and services, you could be losing thousands of dollars in revenues each month!

To make visitor experiences enjoyable, you need to make sure your site speed and load times are within acceptable limits. There are several different factors which affect load times, as follows:

  • Coding – If your site pages use extensive coding, it can slow down the time it takes for the pages to load.
  • Browser Cache – Not transmitting certain elements into the browser cache that rarely change, like your business logo, means it will take the page longer to load every time the same person visits your website.
  • Size of Images – Even though people demand higher quality images, you need to be mindful of the actual size you have on your pages. Larger images means slower load times.
  • Compression – If you site is not using compression for extensive coding, image files, and the like, it will not load as fast. Compressing the page data speeds up load times.
  • Number of Requests – The number of requests a page receives at any given time can cause it to load more slowly. If you have two hundred visitors all wanting access to the same page content, your site is going to have send/receive/transmit data between all two hundred people. One way to avoid an excessive number of page requests is to put a cap on what your site can easily handle and still be able to load pages within three to six seconds.

How Slow Site Speeds Hurt Search Engine Optimization (SEO)

Slow page load times affects more than your conversion rates. It also affects SEO and where your page shows up search results. Why? One factor Natural search Growth use is the amount of time a person remains on a web page after linking to it from the search engine. If the person “back-clicks” or closes the page out quickly, the search engines view as a negative response and “ding” your site, while pushing it further down the list of search results.

For help with determining page load times, improving page load speeds, and effective SEO marketing strategies for your business, call Logik Digital – the top SEO agency in Toronto – at 1-866-307-0086 now!