Why Page Loading Speed Matters for your Business Website


Alice: How long is forever?
White Rabbit: Sometimes, just a second.
– Alice in Wonderland

Websites abide by the same rule, more or less. When was the last time you abandoned a page because it wouldn’t load within seconds? Indeed, loading speed can make or break a site’s success. If the content on your site takes forever to display, your traffic would go down and with it, your sales.

Here are 4 Reasons why Page Loading Speed Matters

Because Speed Creates the First Impression

Nobody would give you a second chance to make a superb first impression. People are quick to form a first impression; you’ve got to be quicker.

Fast websites are considered professional, efficient and reliable; they evoke confidence in viewers. That’s sheer psychology!

  • 47% of your visitors expect your site to load within 2 seconds.
  • 40% of them will leave your site if it takes more than 3 seconds to load.
  • 79% of your customers will never return if your site is sluggish.
  • 44% of these customers will speak out against your site.
  • 85% of Internet users would expect the mobile version of your website to load faster than the desktop version.

Page Loading Speed

Source: neilpatel.com

Because Speed and Brand Value are Interconnected

A delay in page loading is still bearable if you are already an established brand. When we Google things, we don’t mind waiting a little longer than usual. The same is true when we Facebook.

However, if you are a startup or small business, you cannot afford this delay. Why would people wait for your content to load? What is the there in your website which cannot be found anywhere else?

You see, the authority matters. People these days are always on the move. They seek quick answers. Unless yours is a site that is the be all and end all of something they are actively searching, you’re not that important.

Thus, bringing down your page loading time is the best practice to establish yourself as a reliable source of information or provider of products and services.

3. Because Everything is about User Experience

How do you set your website apart from your competitors’? The solution is by offering fantastic User Experience (UX). At its core, UX is all about providing your visitors with what they are looking for and providing it fast.

Naturally, websites with high load speed are desirable. If your site loads fast, people are going to stay; if not, they’ll leave. Remember, nothing pisses off a visitor more than a website that loads at a snail’s pace. Such websites are conversion killers. Now, this isn’t a speculation.

This is a fact tested and proven time and again by numerous megacorps. Amazon once performed a test which showed they would lose $1.6 billion sales annually if they were to slow down the load speed of their site by just one second. Google, on the other hand, reported they would lose 8 million searches a day by slowing the search results by just four-tenth of a second!

4. Because Google says so

You would want to note that speed determines a site’s rank in search engine results. Google prioritizes it. The search engine giant says it’s “striving to make the whole web fast.”

As announced in 2010, Google would take load speed into consideration while ranking websites. Although this would be a small signal compared to the authority and relevance of websites, the amount of crawlers to your site will be decreased if your server if found slower than 2 seconds, no matter how earnestly you do your digital marketing.

Now you Know…

“Time isn’t the main thing. It’s the only thing” – Miles Davis

Every second counts. So, speed up.

Want to learn how? Well, that’s going to be another blog post!

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