Why is page load time so important for your website?

In the industry of boats and especially when we are looking at the leisure boating industry pictures/images play an incredibly important role in making a website successful. Getting a prospective client to fill in a form and enquire for more info is the name of the game. Ultimately, it is about motivating people enough to make that first move on your websites. Have you ever heard the sentence ‘an image speaks more than 1000 words’  well that is very much the case with all sorts of communication but when it comes to luxury items it’s exponentially true. Not to mention that in these times we live in a lot of the content (images, text, videos) are consumed on-the-go on mobile devices.

 

Some of you may think we are stating the obvious; good images = better communication however, on the web ‘good’ images can come at a ‘high price’ which means a lot of KB or even MB (kilobytes or Megabytes of data) to load on each page when a web visitor is browsing your website. The key phrase here is PAGE LOAD SPEED. 

Why is load time so important ? Because it directly effects your conversion rate

Converstion Rate VS Load TIme

Did you ever use Google Page Speed Insight, or the Pingdom Speed Test to check on the load speed of your website. Well if you haven’t already these are free tools and you should have them at your fingertips and weekly check the performance of your website. You can rest assured that your prospective customers are NOT going to wait for your website to load if it is slower than they are used to.  In the Image below you can see that the speed test has some main indicators:

  1. The load time

  2. The Page Size in Megabytes
  3. The number of requests
  4. The location the website is tested from


Among these 4 points the only one that isn’t not self explanatory is number 3: The number of requests.

The number of requests (a.k.a.: number of Calls ) is the total number of request that a browser used by your website visitor ‘asks’ your server to load in order to put together the full page and display it. Think of it (metaphorically) as the number of pieces of a puzzle that you need to display the whole home page for your web visitors.

In the image below you can see the number of calls sorted by load time.

RC Calls Pingdom Speed Test

The load speed ultimately is the total time it takes to deliver ‘answers’ to these requests/calls (in our case 89 requests or pieces of the puzzle to get back to our metaphor)

Now what you want to know is essentially how do I get my website to perform better in terms of load time (say under 2-3 Secs and ideally in the region of 1.5sec or lower)

We can guarantee that you traffic will increase and your leads will increase as a consequence as soon as you website is speed-optimised.

These are some key things you can do

  1. Most important is your hosting server (the place where your website lives):
    1. HOSTING: We  highly recommend SiteGround but you can try many other services and see which fits you best. The reasons why we love SiteGround   are numerous and quite technical so we won’t go into too much details, however, it is incredibly simple to migrate a website to them because the will assist you step-by-step and their customer support and speed is second to none especially if you are using wordpress. If your website is of the size of Netflix or YachtWorld.com you will probably need AWS (Amazon Web Server) but chances are you will be already on AWS  paying 20-30 times what Siteground would charge you.
  2. Make sure you images are of reasonable size, you don’t really need anything above 150kb. You can use an image optimiser that is compatible with your CMS and if you are using wordpress you find a lot of them
  3. Make sure to minify or inline the CSS, and eliminate render-blocking JavaScript
  4. Lastly, you can use a CDN (Content Delivery Network) such as CloudFlare to make sure your website display from the closest server possible to your web visitor

If you need help migrating your website or optimise your conversion don’t hesitate to contact us