Why slow load times could be driving your customers away

In today's digital landscape, web performance is not merely a technical concern—it's a critical component of a business strategy. As a small to medium-sized business, your website serves as your digital storefront, and it's open 24/7. But it's not enough to merely have a web presence; the performance of your website can directly impact your bottom line. This post details the importance of web performance, what metrics to monitor, and how optimising for these can lead to significant business growth.

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Why Web Performance Matters

It's a no-brainer that a slow website equals lost revenue, but just how much? According to Google, 53% of mobile website visitors will leave if a webpage doesn’t load within three seconds. That's more than half of your potential customers! Now, couple this with the fact that web performance also affects your search engine rankings, and it becomes a priority that you can't afford to ignore.

Here are some vital metrics that can give you an idea of how well your website is performing:

• Page Load Time:

  This is the total time it takes for your webpage to fully display its content to the user. Slower page load times have been linked to higher bounce rates. According to a study by Akamai, a 100-millisecond delay in load time can decrease conversion rates by 7%.

• Time to First Byte (TTFB):

  TTFB measures the duration from the user making an HTTP request to receiving the first byte of data from the server. TTFB is often considered an indicator of a web server's responsiveness. Google suggests keeping TTFB under 200 milliseconds for optimal performance.

• First Contentful Paint (FCP):

  This is the time it takes for the first piece of content to appear on the screen. It could be text, an image, or another visible element. FCP is about initial engagement and user perception. Google recommends that FCP should occur within 1-2 seconds to ensure a good user experience.

• Cumulative Layout Shift (CLS):

  Have you ever been browsing a site, ready to click a link or button, only to have it suddenly move and you end up clicking something else? That's what Cumulative Layout Shift measures: the frequency and extent to which elements on a webpage move around unexpectedly as they load.

  This can lead to misclicks, frustration, and eventually, users leaving your site altogether.

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Quick Wins for Speeding Up Your Website

• Leverage Browser Caching:

  Browser caching is like your computer's short-term memory for websites. When you revisit a site, caching lets your browser remember some of the details, so it loads faster. For small businesses, faster load times on repeat visits mean happier customers. And happier customers are more likely to return and recommend your services or products.

• Optimising Images for Better Performance:

  TTFB measures the duration from the user making an HTTP request to receiving the first byte of data from the server. TTFB is often considered an indicator of a web server's responsiveness. Google suggests keeping TTFB under 200 milliseconds for optimal performance.

• Use Content Delivery Networks (CDNs):

  CDNs store copies of your site at multiple locations, allowing users to access the site from a server that’s closest to them. This is especially important if you serve an international customer base.

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Why Consider Professional Help

You might find some of these tasks daunting, especially if you're focused on running your business. Investing in professional help for optimising your website is not an expense but a significant ROI driver for your business.

Web performance optimisation isn't just a one-time effort but a continuous process. If you're keen on boosting your online performance, thereby increasing revenue and customer satisfaction, it might be worth consulting an expert. In today's digital age, every second counts.

Want to know how your site performs? Contact me today for a free, no-obligation website performance audit.