Page Speed and its role in increasing conversions

Moz.com describes Page Speed as “Page speed is a measurement of how fast the content on your page loads.” A fast loading website provides a good user experience which in turn leads to increased conversion rate.

Page Speed and User Experience: The speed of your website obviously matters as the website’s user experience is directly related to it. Websites that load slowly or take too long to load can cause major frustration to users. Users usually tend to abandon a page if it happens to take longer than usual to load and which means that you are losing your customers and prospects. In addition to this, in today’s world mobile browsing has become increasingly popular and several people use their mobile devices to browse the internet on the go. Slow loading websites in mobile devices are quickly discarded and therefore hinders mobile traffic to a great deal. It is also imperative that you have a responsive website design that performs equally well across any device and along with it, it is crucial to improve your website’s page speed as well.

Importance of page load speedPage Speed and Google Rankings: Page Speed is one of the key factors in Google’s algorithm for website rankings. Google lays a great deal of focus on user experience and which is why Google also prefers fast loading websites. Google recommends website load times of one second or less. . In 2010 Google in its “Official news on crawling and indexing sites for the Google index” announced that it would incorporate Page Speed into its ranking algorithm: “Using site speed in web search ranking”, where we read “Speeding up websites is important — not just to site owners, but to all Internet users. Faster sites create happy users and we’ve seen in our internal studies that when a site responds slowly, visitors spend less time there. But faster sites don’t just improve user experience; recent data shows that improving site speed also reduces operating costs.” The simple reason why Google prioritized Page Speed is to create better user experience. The faster your website loads, better are your chances to make a positive impact on your visitor which often leads to increased conversions.

Factors that Limit Page Speed: Poor Page Speed can be a result of poor optimisation, website’s design, or the quality of hosting. Using large sized and high resolution images take much longer to load as compared to normal sized images. So if you are using large sized images, make sure that they are optimised correctly such that it speeds up the website. Bad quality hosting those are overloaded can slow down your website considerably. So while making a choice for hosting, you need to choose wisely and pick an exceptional hosting company that ensures a faster loading website.

Know your Page Speed Score: PageSpeed Insights is a free tool from Google which allows you to check your website’s Page Speed on a scale of 100. It also provides you with a list the factors that are preventing your website from loading faster and outlines your areas of improvement by which you can improve your website’s Page Speed. It provides a complete breakdown of the issues with page load like uncompressed images to minifying CSS, Javascript and HTML etc. To get the best results with your website, make sure that your website scores above 80. Google also provides PageSpeed Insights Rules for reference to help you determine the factors that can make your website load quickly.

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