Why Have A Speed Optimised Website?

Website Speed Optimisation

how vital is website speed to your digital strategy & online visibility?

If you own an online store, then you should understand just how vital website speed is to your digital strategy and online visibility. How fast your website is during navigation has a significant impact on SEO rankings (both desktop and mobile app), Google paid ads, and of course, user experience and conversion.

The effects of a slow website go from high bounce rates, fewer page visits to ultimately lower conversion rates.

When you have a digital business with a complex conversion funnel where there are multiple pages and several steps, you definitely need to focus on website speed optimisation to assist users to move effortlessly through the process. Nobody likes to wait for a website to load.

So, keep reading as we discussing how much of an impact website speed has on different digital channels.

WordPress Websites Speed Optimisation

Site speed for SEO

With Google’s Mobile First Index already in use, mobile site speed has to be optimised. Why? It’s a Google ranking factor and a sign of premium user experience. Google understands that users will stay longer on sites with a faster loading speed, and they’ll convert better, and bounce rate will be kept low.

A page that loads within 3 to 4 seconds or even less is considered good for both ranking and user experience. However, this could this may be even quicker depending on your type of site and business. If this load time is exceeded, the ranking will fall.

Speed Optimisation for Google Ranking

Site speed for paid search

When utilising PPC advertising site speed becomes vital, as everyone paying the same price for the chosen keyword will be ranked according to their quality score. How much relevance Google attaches to your website landing page to a search query is its definition of quality score for paid media. If a user can get to your page from a specific keyword very fast, Google rates it as a quality user experience, and your quality score is rated high.

The quality score determines your site’s position on the SERP (Search Engine Results Page). A low site speed and quality score can make your ads not to appear in the two top positions on the SERP or even not to appear at all. This is how relevant the quality score is to Pay Per Click (PPC).

When your website speed is low, the rate of conversion will be poor, and the bounce rate will be high. These are things that do not encourage sales or drive leads, something most of us want and therefor the need to speed optimisation your website becomes apparent.

The top metric to consider for PPC is the quality score; it determines if your ads will work or not. An optimised quality score will put your ad on the top position and this result in a lower cost per click. Most importantly, when your site speed is high, you can be confident of a high-quality score, and hence you’ll go up in rankings while paying less.

Speed Optimisation for WordPress Websites

Site speed for social ads

Social handles like Facebook, for instance, encourage high site speed as they believe in giving users the best result for their search query.

Following an algorithm change carried out by Facebook several years ago, it is now obvious that website speed and user experience will determine if your ad will be considered relevant or not. A number of factors may be important for Facebook’s social ad algorithm, but a high website speed will increase the priority on the newsfeed while a low speed equals lower priority on the newsfeed.

Page Speed Optimisation

Site speed for user experience and conversion

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What’s the point of having a website that doesn’t drive traffic and more importantly generate sales? The emphasis here is on providing a quality user experience, which will in turn lead to conversions. Do you know that user experience impacts paid social, paid search and SEO? This is the reason site speed is essential as it affects the user directly.
People do not like to visit pages that load forever! Website speed determines if a user will come back to your page or not. Naturally, site visitors will bounce off a site with low speeds and stay on sites with faster speeds; that’s just how it works. Please bear in mind that a ranking factor for SEO is bounce rate. That makes it important to have a low bounce rate by having page speed optimisation.

Why would people convert if they’re bouncing off your site? You cannot have conversions with low website speed that turns users off. What could even make matters worse is when your websites process for conversion is long. Before a page finishes loading, the user has lost interest even before they get to the final point of checkout.

If your page gives result for queries faster, people will continue, but if it takes time to display search result, users will have time to change their minds and bounce off.
A website that’s fast and easy to navigate is an appeal to the purchasing decision of users and can drive them to the point of conversion. Now that you know risks associated with low site speed, it’s time to optimise.

WordPress Speed Optimasation Services

Measurements for speed optimisation

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In improving your page speed optimisation, the first important step is finding out the performance of the present speed. This analysis can be done with different tools. It might interest you to know that these tools are free and you can run a large number of reports.
We use Google site speed tools as our major tools for this evaluation, and they include the GTMetrix, Pingdom, and PageSpeed Insights. The procedure is straightforward and has to do with running an automated analysis of your site URL. This will generate a detailed report that shows what your site speed looks like and what to do for speed optimisation in WordPress.

There are a lot of features and options on GTMetrix that makes site optimisation hassle-free. This tool will give a clear summary of your site performance based on key indicators of page load speed. It also has a scheduled monitoring approach that checks page performance and visualises it using interactive graphs. That’s not all. GTMetrix will set up alerts that will signal poor page performance. You can even analyse your site on a mobile device with this tool. All it will do is run your URL via an Android device to access real-world performance data on your page load. Above all, it can optimise a fast page load time for all your users on desktop and mobile.

Pingdom, on the other hand, combines synthetic and real user monitoring for best online appearance and problem-solving.

The synthetic monitoring works by creating a model of your users’ interaction with your site so you can know when important pages are not working well. With its unique page speed analysis, you can fix low load time and give users the best experience.
Real user monitoring, on the other hand, helps you access the interaction and experience what actual end users are having with your website.

As a digital marketer, Pingdom gives you the advantage of getting to know before anyone else if your site is slow or unavailable, or when your site loading is faulty. Real user monitoring is comprehensive monitoring. Depending on the platform, device, and browser your users are using, they’ll have a different experience with your site.
Web hosting providers, web developers, IT and web operations can benefit a lot from Pingdom.

Whichever measurement options you’re using, you can use the report obtained as your basis before effecting optimisations. After updating, you can run the analysis again to check how your site is doing. Common updates include disabling plugins that are inactive, resizing videos and images.

Speed Optimisation Agency

Evaluate the general user experience on your site

Before executing site speed optimisation in WordPress, take a look at some user experience metrics as it helps for a better site functioning. The answers to the following questions can help in this analysis:

  • Is the page still having loading problems and can users interact with it?
  • Are site interactions hassle-free, natural and not lagging?
  • What’s the server response? Was the navigation started successfully?
  • Is there enough useful content users find appealing and engaging?

Asking yourself these questions will help you understand the end-user perception of your site workings and how and what improvements should be made. This will drive user experience to a greater height. When you blend website speed with design elements, your site will look better, generate traffic and conversion.

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Speed & Website Optimisation

Ways to improve your site speed

Your website may contain some elements that don’t allow the page to load faster. These things need to be taken out for optimum site speed. Here are a few ways to boost site load time:

  • Reduce landing page redirects, link shorteners, and plugins
  • Employ a premium content delivery channel to get quickly to your target audience
  • Use multi-region hosting to enhance the response time of the server
  • Files should be compressed to lower mobile rendering time
  • Take out render-blocking javascript
  • Ensure the content at the top of your websites pages loads the fastest

A lot of websites are cashing in on the benefits of site speed. If you would like to take advantage of WordPress speed optimisation contact us today.

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