What is website speed optimization?
Website speed optimization is the set of strategies and best practices implemented to make a website as fast as possible.
Website speed optimization offers other benefits as well, like a higher conversion rate, lower bounce rate, and improved user experience.
Several studies prove that website speed interrelates with other key metrics. For example, according to a recent study by Portent, a B2B site that loads in 1 second has a conversion rate that’s three times higher than a site that loads in 5 seconds.
Each additional second of load time steepens that difference in conversion rate, as seen in the chart
When looking at overall goal conversion rates instead of ecommerce conversions, the dropoff of conversions is much steeper as sites get slower, according to Portent. When pages load in 1 second, the average conversion rate is 39%. At a 2-second load time, the conversion rate drops to 34%. At 5 seconds, the conversion rate drops to 22%. After that, you can expect roughly half the conversion rate of lightning-fast websites.Â
Importance of website speed optimization
The website speed makes the first impression about your business. It’s essential to understand that you won’t get a second chance when it comes to user experience.  Low website speed is one of the most frustrating things that will turn people off about your resource.
High-performance websites results in high return visits, low bounce rates, higher conversions, engagement, higher ranks in organic search, and better user experience. Slow websites will cost you money and damaged reputation. By reducing the page load time you will positively impact marketing and sales processes. You’ll get higher traffic and attract more qualified leads that can be converted into customers. In this article, we will give you recommendations about how to improve your website performance and page load time.
Page load time is a web performance metric that shows the time needed for a page to show on the user screen.
Let’s take a look at how the website speed optimization influences the key factors of website success:
- conversion
- visibility
- usability