Speed is something that has been integral in the widespread adoption of the internet. As the online world got faster, more media and information became available, and it eventually became something quite integral in our daily lives. Despite this, the speed of websites tends to fall to the wayside in terms of priority, as many expect for the speed of the network itself to pick up the pace for them. However, this is a big mistake, as speed affects your site in two major ways.
The first way is that it affects conversion rates considerably. Thanks to the ever-increasing growth of the mobile sector, the demand for fast, intuitive mobile sites is accelerating at a rapid rate, and with it, so does the importance of speed. Over 54% of people say that the longer a site takes to load, so does their frustration. Chances are you have had more than one occasion where you exited a site based on its load speed alone. To accentuate it’s importance even further, a one-second delay in mobile load times can impact conversion rates by up to 20%. This means that even if you use the latest conversion practices, your loading speed still plays a major factor in your site’s effectiveness.
Your SEO rankings will also be impacted by site speed as well. Last year, Google announced a new prioritization towards mobile sites, where mobile optimization and page speed would be ranking factors taken into consideration. This means that faster, more mobile-friendly sites would rank higher than those that were not, in an effort to deliver the best possible browsing experience to its users. Such a heavy emphasis placed on this by the world’s largest search engine means that speed will need to give as much regular attention as conversions and keywords to keep your site ranking competitively.
What Is To Be Gained?
So what are the benefits that can be had from placing this much effort into SEO? Increased traffic, engagement, and conversion rates of course! Take for example the clothing label Dakine, who cut the loading time of their homepage by 55%, their category pages by 48%, and it’s product pages by 65%. As a result, over the next year, mobile traffic increased by 31%, mobile revenue by 45%, and tablet sales by 4%. Showing similar results, BMW used AMP and Progressive Web Apps to quicken their site. The result was an astounding increase in browsers heading to a BMW sales site, with the percentage jumping from 8% to 30%. This is nearly 4x as much traffic as before.
As you can see, there is a lot to gain from increasing your mobile site’s speed, and as time goes on, the incentive to speed up your page can only grow. If you feel like you could benefit from the increased traffic and conversions that a quick site provides, or if you wanted to start an entire website from scratch, our experts over at Boston Web Marketing have the tools and skills needed to help you rank higher and perform better than ever before. Reach out us at 857-526-0096, or fill out an online inquiry. We’d love to work with you!