Is Your Website Too Slow? 

Amazon recently found that for every 100 millisecond delay in page loading they suffered a 1% loss in sales.

The margins are fine, but the smallest deficiency in your websites loading speed could be the crucial difference between making that sale or diverting a client’s gaze elsewhere.

Walmart found this to be the case with their own website. Having analysed conversions, the American Megastore found them to sharply decline when their page load speed jumped from one to four seconds.

Improve Website Speed

There are plenty of examples of slow site speed being detrimental. For auto parts retailer autoanything.com, when they cut their load times in half they witnessed a 9% increase in conversions.

According to conventional SEO wisdom, a page that takes any longer than 3 seconds to load doesn’t just put users off but it also downgrades your website in Google’s eyes too.

[bctt tweet=”Is your #website too slow?”]

Customers don’t like waiting and with attention spans getting ever shorter, you can guarantee your competitor with the speedy website is reaping the benefits of your sluggish and slow website.

Your website might have brilliant imagery, copy and all the rest, but if it’s slow to load nobody will be able to appreciate it. The fact is, design is about so much more than just aesthetics.

Analyse Your Site

If you’re worried this might be the case with your site, then the first step is to analyse it.

There are a number of free online tools which allow you to do so, such as Pingdom, Google’s PageSpeed Insights or GTMetrix.

What’s the Problem?

Now you’ve analysed your website, both the aforementioned pieces of software will tell you exactly what’s slowing your website down. 146H

It may be hefty images, videos or even text that are causing the problems. Such things all take time to download on your website and affect your site’s load speed. If you used Pingdom to analyse your website then you will notice each file on your site is displayed next to its specific download time.

Using these statistics you can work out what is slowing your site down and then take action.

Taking Action

Whether it’s an image, video or text, or all of the above that are causing the delays you don’t have to get rid- you simply need to optimise your site a bit smarter.

Images: If an image is at fault, consider reducing the quality by 20%. This will normally reduce the image size by up to half and it shouldn’t make a noticeable difference to anyone viewing the image; apart from the fact it will load quicker.

Large Content: For larger files such as video content, it’s worth compressing and even shortening the video.

Text: If files containing text are the problem, then a process of minification could help. Minification refers to taking out surplus characters from the problem file. Such characters are often apparent to make it easier for humans to read the code, but aren’t actually necessary.

Server: If you’ve optimised your site to perfection and still experiencing problems, then your server may be to blame for the sluggishness. This will only be the case if you’re receiving a lot of traffic on a daily basis. If you are, consider upgrading your server to a VPS or cloud based server.

Do you know anymore ways to speed up a website? Feel free to share them in the comments. 

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Showing 2 comments
  • Nigel Abery
    Reply

    G’day Henry, The website speed testing tools sometimes indicate that the site code can be improved to increase the speed of the site. However, as I am not a coder it is difficult for me to change the code to increase the speed. Any thoughts about optimizing website code?

    • Henry McIntosh
      Reply

      Hi Nigel, Great question. According to Google here’s what you can do:

      “To minify HTML, you can use PageSpeed Insights Chrome Extension to generate an optimized version of your HTML code. Run the analysis against your HTML page and browse to the ‘Minify HTML’ rule. Click on ‘See optimized content’ to get the optimized HTML code.

      To minify CSS, you can try YUI Compressor and cssmin.js.

      To minify JavaScript, try the Closure Compiler, JSMin or the YUI Compressor. You can create a build process that uses these tools to minify and rename the development files and save them to a production directory.”

      Hope this helps!

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