Have you ever been on a website and got frustrated when the page takes ages to load? You would probably feel a bit angry, and impatient and may even give up, leave, or even go elsewhere. If you have this feeling when using a website, then you can expect your website visitors to have the same reaction on your site and you don’t want to drive them away when you can try and address the issue of page speed loading head–on. Here’s DBS Digital’s guide on optimising website performance to speed up loading times.
Why does loading page speed matter?
Loading page speed matters for several reasons, as it directly affects user experience, search engine optimisation (SEO), and ultimately your business outcomes.
User Experience
- First Impressions
A fast-loading page creates a positive first impression, whilst slow pages will frustrate users and increase bounce rates.
- Engagement
Users are more likely to interact with a website that loads quickly. Slow loading can quickly lead to dissatisfaction and reduced interaction.
- Mobile Users
With more people using their mobile phones to browse and shop, loading speed is even more critical as mobile networks may be slower than broadband connections.
SEO and Search Rankings
- Search Engine Preferences
Google and other search engines prioritise websites that are fast to load. So, if you want to naturally perform well in the search rankings, page speed is key as it’s a direct ranking factor.
- Crawling Efficiency
Faster web pages also allow search engine crawlers to index more of the site in less time which improves overall site visibility.
Business Impact
- Conversion Rates
A delay of even one second in page load time can significantly lower conversion rates. Users are less likely to complete their purchases or fill out online forms if the site is slow. They will simply give up.
- Revenue Loss
E-commerce platforms risk tangible revenue loss when pages are slow. For e–commerce giants this one-second delay could cost their business millions annually;– despite it seeming such an insignificant period of time, it quickly compounds when users explore the website
- Customer Retention
Fast websites simply retain users better. Customers get frustrated with slow speeds and are less likely to return in the future.
- Competitive Advantage
In a competitive market, your site speed could set you apart from your competitors. Users tend to favour businesses that have faster, easy-to-use websites and this will lead to higher brand loyalty and people turning to you over your closest competition.
Technical Efficiency
- Server Load
Pages and websites that are both optimised and fast to load will reduce server strain and bandwidth costs over time.
- Device Performance
Faster pages often require fewer resources, enhancing performance on low-power devices
How to improve your site speed
It’s all very well us saying that your website needs to be fast, but you may be thinking “How do we do that”? There are in fact several things you can put in place to immediately improve your overall website speed.
Minimise HTTP Requests
Every component of a web page including images, scripts and CSS files requires an HTTP request. Reducing these requests can significantly speed up loading times.
Optimise Images
Images are often the largest assets on a web page which in turn will slow downloading times. Compress images where possible, being sure not to lose any picture quality and implement responsive images to serve appropriately sized images depending on the device being used.
Use Browser Caching
Browser caching stores static files locally, so returning visitors don’t need to re-download them. Specify expiration dates for different assets and set appropriate cache-control headers to help achieve this.
Implement lazy loading
Lazy loading defers the loading of non-critical resources such as images and videos until they are needed. This feature is commonly seen on e-commerce sites when scrolling through products.
Reduce server response time
Ensure your server is optimised and upgrade to faster-hosting services if necessary.
Monitor performance
Regularly monitor and analyse your website’s performance to test how quickly the site loads. There are tools available to help simulate real-world loading times as well to make this task easier. Ensure you are testing on real devices and a variety of networks to discover any issues that need addressing.
Preload critical resources
Resources like fonts, CSS files and images that are essential to the page and above the fold should be pre-loaded so that, despite the loading time, the key information can be seen by the user.
Whilst these actions will require investment in time and money, doing so will help you see the benefits in the long term. By systematically addressing these areas, you can significantly enhance your website’s loading times and overall user experience.
