Page load time or page load speed is a performance metric that shows the time needed for a page to display on a screen.
Page speed is one of the most important ranking factors for a website. And each year, the speed importance to your SERP position is growing higher and higher.
The website speed optimisation directly influences the critical factors of website success, and they are:
On the other hand, a slower website will have a low number of conversions, a high bounce rate, and a low number of pages per visit. A better page load time is essential for businesses, especially when there is a long conversion funnel.
Website speed and page load time directly impact websites' SEO rankings and organic traffic.
We are living in a world where customer experience is what differentiates one business from the other. The better experience you give to your customers, the better impression they will have of your business.
Following are the four primary reasons why you must invest in website speed optimisation.
- Superior User Experience
Undoubtedly, a slow page load speed kills the user experience because of which many websites have a higher bounce rate and low conversion.
Being an SEO company in Melbourne, we know how important page speed is for a great user experience. And search engines do not appreciate websites with low speed because the entire logic behind SERP rankings ensures the users get maximum value from the results.
- Customer Loyalty
A great customer experience leads to returning visitors and loyal customers. As per a report, '46% of people strongly dislike waiting for websites to load'. If your website has been optimised for speed, you must have witnessed an improvement in your customers' engagement.
- Business Findability & Visibility
If you continuously optimise your website, then more and more people will discover your website. Website speed is one of the most vital parameters for ranking in search results. The websites which are not speed optimised and takes more than average load time are ranked lower and get less visibility. "Page speed has always been a ranking factor on SERP's since 2009", according to WorkStreams.
- Increasing Conversions
Conversion is your success metrics. And it is directly linked with the website speed. It has been proven that the faster the speed of the page, the more conversions will be. As per HubSpot blog, 'A web page slowdown of just a second can costs $1.6 billion to Amazon in revenues' and 'an increase in latency by 100 milliseconds to 400 milliseconds lead to falling in search volume by 0.2% to 0.6%'.
Being an SEO company, we know: optimising your page speed is essential for your website success. Google rewards websites that are speed optimised, mobile-friendly, easily searchable, and offer a great user experience. If you are looking for ways to improve your website and its performance, then optimising it for a better speed, should be your top priority.
Organisations should remember that speed optimisation will enable you to provide a superior user experience, boost your customer engagement, loyalty, and ultimately, your business's revenues.