Waiting for a website to load is like waiting in line to get a hamburger. We want that burger now, and if it takes too long, we’re out that door to find somewhere else to eat. The same goes for surfing online. If a website takes too long to load, we’re outta there.
Site speed will help to determine your Google search rank
Page speed is one of 200 or so signals Google uses to determine page rank.
Page speed is used as a ranking factor in Google’s algorithm for both desktop and mobile sites. Faster load times will certainly improve your ranking, as well as help you achievement more organic traffic.
So while it’s just one of many dynamics in determining your site’s ranking, it shouldn’t be ignored, especially since mobile sites can be penalized for slow loading.
Website speed makes for a more enjoyable user experience
This should go without saying. After all, how many times have you abandoned a website for slow loading pages?
According to a 3rd party study, 51 percent of online shoppers in the U.S and Canada stated that if a site is too slow they will not complete an online purchase.
Other 3rd party research has found that 47 percent of web users expect website pages to load in 2 seconds or less. Also during peak traffic hours, 75 percent of people will abandon a slow loading website and will move on to a competitor site.
If you want people to remain on your website and make a purchase it should load in 2 seconds or less or people won’t hesitate to move on to another site.
What can slow down your website?
Things like bulky code, lots of ads, too many Plugins/Widgets, heavily graphically designed theme, external embedded media, images that aren’t properly optimized etc. can have a negative impact on page load times.
Tool to test site speed
I regularly use GT Metrix to test the load times for web pages. It is a good tool to determine page speed and areas that need improvement.