Page speed means the time that your page takes to completely load all of its content. There are many factors that affect website speed such as hosting, design, file sizes. Page loading speed does not only matter to Google but also web users.
A Slow Website Means Less Love From Google
It has been 7 years since Google announced that page speed is official a ranking signal and it has been ever since. Long gone is the time when you can rank with a slow and unprofessional website. Website performance and user experience is what Google is focusing on beside relevant and informative content in their ranking algorithm.
It can safely be said that you can say goodbye to your conversion rate if you direct traffic to a clunky and heavy website. Users tend to stay longer on pages that load fast since they don’t have to wait to see the content. A study from 2006 had already found out that 75% of user will leave a page if it took more than 4 second to load. Google take that into account and started to penalize slow websites.
It is even more interesting that in the same year, Google shared an experiment where they test result pages with 30 results instead of 10. This led to a 500 milliseconds (half a second) increase in page loading time and resulted in 25% decrease in search from the users. If users from 11 years ago don’t want to waste just half a second more, how much do you expect from modern users?
Less conversions, fewer returning customers
As we mention above, user experience is now a part of Google algorithm and page speed is certainly one aspect that Google deem relevant. Since positive user experience tend to lead to better conversion rate, it should be a standard for all website builder to optimize his/her website page speed.
Here are some interesting facts according to Kissmetrics:
- 73% of mobile users report that they’ve encounter a website that was too slow.
- 51% of mobile users mention that they’ve visited a website that showed an error or even crashed or froze.
- Even worse, 38% say that they’ve visited website that wasn’t even available.
- 47% of mobile users expect page loading time to be less than 2 seconds.
- 40% would exit a page that take more than 3 seconds to load.
- Conversion rate can reduce by 7% for 1 second delay in page response.
- An e-commerce site that make $100,000 a day could lost a total of $2.5 million at the end of the year for that 1 second delay.
Simple Tool To Test Your Page Speed
Google’s very own page speed testing tool. Page Speed Insight fetch the data from both the desktop agent and mobile agent and give you a number ranging from 1 to 100 (higher is better). However, Google Page Speed Insight focus more on the code than your actual loading speed.
PageScoring’s Website Speed Test load the whole webpage and measure how long it take. It also reports on domain lookup, redirection time, connection time, download time and many more. This is a handy tool to measure web speed in real time.
LinkmetrIQ does not only display the speed of your website but also how long it take each element to load. Performance trend is also recorded and showed to you in a variety form of reports.