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How does website speed impact conversions?

Posted by James Greig on 29 August 2014

The loading time of a page inevitably affects the users experience, but have you considered how this speed effects the money made (or lost) by your business?

What does Google say?

You work on your content, links and keywords in consideration of your page ranking. But now add one more thing to that list; speed. If your website is slow, your page ranking will be lower and your exposure and conversions will decrease.

Consumer expectations

The customer is always right… right? What do your customers and online shoppers want? Kissmetrics research gives us the answers:

  • 52% say that loading speed is a significant factor to building their site loyalty
  • 79% are less likely to buy again if they are unsatisfied with site performance
  • 44% will tell their friends about a bad online experience

What major sites found when adjusting speed

If these statistics don’t sell you the importance of speed, these real-world case studies will. CDN Networks reveal that these major companies saw big difference:

  • Walmart and Amazon.com found a 1% incremental revenue for every 100 milliseconds of speed improvement
  • Yahoo gained a 9% increase in traffic for every 400 milliseconds of improvement
  • Mozilla achieved 60 million more firefox downloaded per year after a 2.2 second increase.

What can you do?

These statistics make it clear that faster loading does not only affect user satisfaction but conversion rates, loyalty and revenue too. A successful site is a speedy site!

Bloomtools has invested heavily in the speed of each of our client's websites - as each one is now hosted on many servers, and even across multiple data centres. To make our websites load really quickly, each website pages is pre-built so that each request doesn't have to wait to communicate with databases, or to run through programming code. In addition to this all your website images are hosted on a Content Delivery Network where we store copies of each image on servers all around the world, where we can then save the image having to be transferred across countries.   All of this technical jargon means that your website will load fast, so fast that sometimes you won't even notice the page change, with average response times being less than 1/60 of a second.

If your website is loading slow, talk to a Bloomtools consultant to find out how you can improve your speed for potential clients, as well as Google.

Author: James Greig
About: James is the founder of Bloomtools and the software and Internet expert on the Executive Team. With a degree in Advanced Information Technology, specialising in Computer Science and Interactive Development, James founded the software development arm of Bloomtools in 2004.
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