The Benefits of Website Performance Optimisation
Is your website working as well for you and your business as it should? If you’re suffering a high bounce rate, it’s time to ask yourself why. The chances are that your website’s performance isn’t good enough.
Website performance optimisation is sometimes also known as conversion optimisation, with good reason. It’s a systematic way of improving the performance of your website to ensure it meets your specific business requirements. A website that performs well is far more likely to lead to more conversions and sales, which is why it’s essential if you want to unlock the maximum potential of your online presence. Here are some of the many benefits of website performance optimisation.
Faster page speed
We’ve all been frustrated by websites that take too long to load. This is even more the case now the majority of internet searches are performed on mobile devices, where we expect the results to be even quicker. It’s vital to optimise your website for page loading speed if you want to keep up with the competition.
This isn’t a straightforward process – it can be complex and time consuming, especially if you don’t know what you’re doing. It’s worth consulting a professional digital expert if you want to avoid unnecessary downtime for your site, as this could lose you business. The results will be worth it for the continued success of your website.
Why is page speed important?
The amount of time your website takes to load has a direct impact on a number of important factors that will affect your online presence. A faster page speed will improve the experience of your site for your customers, which naturally will result in more leads and sales, as well as boosting the reputation of your brand.
Page loading speed is also a factor in search engine rankings, which is what keeps your brand visible to your potential customers. Your site can be as attractive and intuitive as you like, but if it doesn’t load quickly enough, you’ll find yourself losing out to your competitors.
Better user experience
In an age of 4G and superfast broadband, internet users expect instant results. The longer your site takes to load, the higher your bounce rate will be – the average consumer will click off a page if it fails to load within three seconds! Research also shows that consumer consider a slow-loading site to be less secure than one that loads quickly.
Page loading speed is essential for the good reputation of your brand. Loyalty to one brand is a thing of the past now consumers are being offered so much choice online. If a customer has to wait too long to access the information on your site, they’ll go to one of your competitors whose site loads more quickly.
Improve search engine rankings
Page speed is one of the factors used by search engine algorithms in determining SERP rankings. Search engines can only crawl each site for a limited amount of time. The slower your site speed, the fewer pages of your site the search engine bots will be able to crawl. This will have a negative effect on your search engine rankings, as some of the relevance of your site to the search query is likely to be missed.
User behaviour is another factor that influences your SERP rankings. If users are repeatedly clicking off your site because they’re frustrated at its slow loading speed, you’ll slide even further down the search results page. It’s worth pointing out that if the majority of your visitors click off your site in the first five seconds, Google will not include it on the first page of search results. This will have a serious negative impact on your brand visibility.
A faster page loading speed will result in a lower bounce rate. Users will take the time to read your content if they’ve had no trouble accessing it, and they’re also more likely to click through to other pages on your site. The longer they stay, the more likely they are to return and convert.
This is particularly important when it comes to attracting first-time visitors. If your site doesn’t meet their expectations, you can’t expect them to return. Offering them quick access to the information they’re looking for will improve their impression of your brand, making them more likely to become customers in the future.