The Importance of a Quick Website Load Speed

  • March 27, 2019
Accelerated-Mobile-Pages-(AMP)-tips

Is your website lightning quick on desktop and mobile?

Any business owner with a website or eCommerce store needs to know the answer to this question. People are impatient and a slow website will have them bouncing in a matter of seconds. If you can speed up your website it will make a massive difference not only for user experience and conversions, but for your search rankings as well. Here’s why.
  1. First impressions count
A quick website load speed creates a strong first impression. It shows customers that your business is professional and reliable. ‘Fast’ equates to ‘trust’ and ‘confidence’ in the online world. A website that loads quickly will attract new customers and keep your existing ones coming back for more.A slow website creates the opposite impression. ‘Slow’ equates to ‘unsafe’ and ‘untrustworthy’. Customers that have trouble with load speed are less likely to visit your website again. A Kissmetric study found that 40% of people abandon websites that take more than 3 seconds to load, that’s a large chunk of your audience that won’t be returning!
  1. Mobile users expect speed
Since more people use Smartphones for browsing, rather than desktop connections, a quick website load speed for mobile is vital. Trying to access a slow website when you’re on the go is frustrating and customers are impatient. Busy people demand quick answers, and want even faster speeds for a mobile site than they do for desktop sites. They’ll abandon sites that don’t give them what they need immediately.Test how fast your site loads on mobile with Google’s Test My Site.
  1. Fast websites convert better
Slow load speeds not only drive potential customers away, they drive away your sales. If your website loads quickly on mobile, more people will potentially visit your site rather than a slower competitor. The Kissmetric study above says 40% of people abandon sites that take longer than 3 seconds to load. If you have 100,000 visitors a month, and your website takes 4 seconds to load, that’s 40,000 potential customers a month that you’re missing out on converting.Ideally you want a fast website so people visit, browse and buy. With a slow website people tend to abandon rather than buy.
  1. Quick load speed may be good for organic SEO
Fast mobile websites could potentially rank higher on Google. Website load speed is one of Google’s many ranking factors and in July 2018 it announced that speed would now be a ranking factor in mobile search results (but there’s no guarantee that improving your mobile speed alone will improve your ranking position).  As Google says, “a slow page may still rank highly if it has great, relevant content.”
  1. Accelerated Mobile Pages
If you’re looking for faster mobile web experience for your customers, then switching to Accelerated Mobile Pages (AMP) is an option. Accelerated Mobile Pages (AMP) is an open-source framework formulated by Google, that can be used across a variety of platforms such as Shopify® and WooCommerce. It aims to improve your page speed and create a faster mobile web experience for your customers. This doesn’t necessarily improve engagement but it does give your site the chance to improve your ranking position.  Here are some pros and cons of using AMP:Pros
  • Extremely fast page load speed
  • Google starting to display AMPs in search results
  • Potentially higher rankings in organic mobile search results
  • Potentially higher chance of customer conversion.
Cons
  • Can be confusing to set up
  • Reduction in branding elements
  • Still in its infancy so capabilities not known.
For further reading on AMP, check out Neil Patel’s Definitive Guide to Accelerated Mobile Pages. As he says, Google hasn’t yet made AMP a ranking factor, so a well optimised mobile page is perfectly fine at the moment. Are you ready to increase your website speed?Fast website speed is a critical matter, especially for mobile users. A slow website affects your customer’s experience, it affects your SEO, and it affects your conversions. As SEO experts, ClickThrough can test your site and help you improve your site speed. Get in contact with us today.
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