You might not realise it, but your slow website is slowing down your business. Think about it. How long are you willing to wait while a web page loads?
In fact, 39% of consumers will stop engaging if a page takes too long to load.
We’re busy people. If we don’t find what we’re looking for on one website, we’ll quickly turn our attention somewhere else.
Each time a visitor leaves your website, you’re losing a potential customer!
Here are 10 reasons your slow website is costing you serious money. With these 10 considerations in mind, you might decide it’s time to make a change. Keep reading to discover why speed is important to your company’s website!
1. Site Speed Impacts SEO
Search engine optimisation (SEO) is an important marketing strategy that can help you build brand awareness and attract visitors to your website. Without SEO, your competitors are stealing customers every time a consumer searches for your product or service.
Google’s algorithm considers many different components when it determines where you rank amongst other websites.
One of these components is your website speed.
A slow website could hurt your ranking, which will cause you to lose organic traffic.
You can use Google’s Mobile-Friendly Test or the PageSpeed Insights tool to determine your website’s current speed.
By improving your website speed, you can keep people on your site. A better lag time, lower bounce rate, and higher clickthrough rate (CTR) will all increase your ranking!
2. It Impacts PPC Campaigns
Pay-per-click (PPC) advertising allows companies to post ads on search engines like Google. In order to determine how your ads rank amongst others, Google looks at your Quality Score and Bids.
Your Quality Score is determined by:
- Landing page experience
- Ad relevance
- Clickthrough rate
A slow website that scares off visitors could tell Google Ads that you’re offering a bad landing page experience. This, in turn, can impact your CTR.
Over time, PPC campaigns can become costly. A bad Quality Score will make your campaigns more expensive. By improving your website speed, you’re also strengthening your campaigns.
By improving your speed and Quality Score, you can save money on your campaigns and improve your PPC ROI!
3. Social Ads Favour Speed
Like Google Ads, social media ads take a look at your website speed, too. For example, Facebook Ads favour websites that load faster. Like Google, Facebook wants to provide users with the best possible results.
In August 2017, Facebook updated its algorithm to prioritise user experience, including website loading times. By improving your site speed, you’re also improving the user experience. As a result, Facebook will boost social ads that have a faster load time on the newsfeed.
4. Speed Makes an Impression
When a consumer visits your website for the first time, you have the chance to make a lasting impression about your brand. These visitors will make an instant judgement about your business based on your website.
If your site loads quickly, they’ll remember it.
If it lags, however, they likely won’t visit your website again. Slow websites can make us feel unsafe and insecure. As a result, customers might fail to trust you in the future.
A slow website can hurt your reputation and cause you to lose customers.
5. Customers Expect Speedy Sites
The internet is becoming more impressive every day. Today, 47% of consumers expect a website to load in two seconds or less. Whether they’re on a laptop or mobile device, your customers are expecting your website to load quickly.
They’re looking for quick answers to their questions. When it takes too long to find those answers, they’ll leave.
As a small business or start-up, you need to meet the customer’s expectations. Otherwise, you’re falling below the bar.
Learning how to improve the server response time can help you meet customer expectations.
6. Speed Impacts User Experience
We’ve mentioned a little about user experience above. There are two factors that can improve your website’s ability to provide a positive user experience:
- Meet customer expectations
- Offer what they’re looking for quickly
With this in mind, website load speeds have become a major priority for company websites. When people visit your site, they’re already searching for something. Make sure they can find it quickly.
Consumers spend 69% of their media time on smartphones. As more people rely on their mobile devices for answers, it’s important to improve the mobile user experience as well. That means checking your load times on mobile, too!
7. Slow Sites Impede Conversions
When it takes too long for a page to load, people will leave your site. This, in turn, can cause you to miss out on potential leads.
What if visitors can’t use your forms properly? Imagine how people would react if an e-commerce website like Amazon started lagging. When you improve the server response time, you’re making it easier for customers to make purchases, too.
8. It Impacts You Long-Term
Over time, people will begin to recognise your website as slow and unreliable. As a result, consumers will start spreading the word. This can impact your company’s long-term growth.
With a slow website and crushed credibility, you’ll lose the chance to expand your business.
9. Competitors Can Take Advantage
When your website loads slowly, people will take their business elsewhere. This, in turn, will give your competitors the advantage they need.
They can use their fast-loading website to steal your customers and build brand loyalty.
Then, you’ll struggle to keep up.
10. It Can Impact Your Stats
A slow website will also make it difficult for you to research your customers. When people linger on your website, you can learn more about them. You can then use this information to improve your SEO and PPC campaigns.
With a slow website, however, you’ll fail to gather this information.
Then, you might find it difficult to gather information that could benefit your business.
Cha-Ching: 10 Reasons Your Slow Website is Costing You Money
Don’t let a slow website slow you down! Instead, improve your website speed to attract (and keep) long-term customers. In time, a fast-loading site will boost your ranking and credibility, too!
Eager to get started? Contact us today to start improving your website.