Everyone loves fast-paced movies. Who could forget the adrenaline-pumping, high-speed chasing, and action-packed Fast and Furious franchise? It’s almost a couple of decades since this movie hit the screen and we never got tired of it.
In fact, it’s in this same situation that one of its actors – Paul Walker – has met his demise. We thought they would stop creating the films, but it just got better. Now, we are on the ninth installment, and we don’t know when it will finally close its curtains.
The point is movies like this one makes people excited. They are glued as to what will happen next (though it has become more predictable over the years). They see the same actors every time, but audiences still pay for the movies as though it was the first one.
We don’t know their formula for success, but they wouldn’t have reached twenty years if not for the loyal fans. Truly, Fast and Furious is one of the best fast-paced action movies we have ever watched. But how does it relate to our topic today?
Site Speed – Closer Look
Owning a website doesn’t end in just making it look professional and aesthetically pleasing. It also doesn’t end in putting in compelling hero images or videos. High-quality and unique content also doesn’t complete a perfect website ensemble.
We also need to take a look at how fast your website loads upon landing. This is called site speed. It’s a measurement of your landing page’s ability to load when visited by a user. Though it sounds simple and could easily be neglected, it plays a tremendously important role in your marketing success. Looking for ways on how to improve site speed can take your efforts one step closer to your dream.
The Importance of Site Speed
First of all, site speed has an indirect (though it sometimes shows) effect on Google Search rankings. Putting that aside, one of the most important benefits of an excellent site speed would be a lower bounce rate. Per Google, a one-second improvement of your site speed can increase mobile conversion by 27%. And because 70% of shoppers are doing it on mobile, it typically shows that seeking ways on how to improve site speed can have a huge effect on your business most especially on its revenue-generating potential.
Another benefit of improving site speed is loyalty or in other words, chances of repeat business. It’s better to get customers to repeat purchases than to find new ones. Site speed plays a huge role in this one. Skilled.com says that 79% of customers tend to not purchase again if they are not satisfied with the site’s speed. In other words, if you want to get loyalty from customers or if you want repeat business, make ways to make your website fast or faster.
As we have mentioned earlier, site speed can affect Google Search ranking. The higher your rank, the chances of being discovered by customers also becomes higher. We all know Google. It’s one of the most powerful and popular search engines in the world and it owns 92.47% of the world’s market share (per Statista.com). As of January, this year, it said that Google has used site speed as a ranking factor for its search results.
Google’s move on this area makes a lot of sense. The faster your site, the more discoverable it becomes, and the more people see it, the more they will become revenue potentials.
What makes a website slow?
You may have taken steps to test your website’s speed through tools found online. You may have found that it’s slow. This issue should be addressed – and quickly. There are a few reasons why a website may load slowly. It could vary from as simple as the size of your image to the server that you are using.
This means that you have all the options to optimize your site’s speed. But before we jump into a few of them, let’s look at what the benchmark is. Yes, you want it fast but how fast should it be? According to Google, the best would be 3 seconds. Yep, you read it right. By Google’s standards, it should be that fast.
The problem is that it’s not always the case – per benchmark reports, most websites aren’t even near this number. In an analysis of about 9, 000 mobile ad landing pages for more than 120 countries, Google found out that 70% of the pages took around 7 seconds for the contents to show up. No country had websites that were close to the number set by Google.
What does tell us? Simple. We have a lot of work to do.
20 Ways to improve site speed
As promised, here are a few of the things that might help in improving your site’s speed.
- Lower your HTTP Requests.
- Smaller file sizes.
- Minimize amount of time your site is loading. You can do this by manipulating TTFB.
- Lower server response time.
- Right hosting options
- Do compression audits.
- File compression always enabled.
- Use browser caching.
- Use smaller image sizes.
- Use other networks of servers through CDN.
- Use of External Hosting
- CSS Delivery Optimization
- Giving priority to above-the-fold content
- Use lesser number of plugins.
- Lessen redirects.
- Lessen external scripts.
- Monitor site speed constantly.
- And monitor mobile site speed.
Fast but not furious! Just like the movie, sites that load fast can attract huge followers. Maintaining the speed will not only make your website optimized but it will become more discoverable as well. If you want conversions, you should start evaluating how fast your website loads for both desktop and mobile. The earlier you diagnose this part, the better.
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