Inbound Marketing & SEO Blog


How to increase conversions by 7% and improve rankings: Page speed

If your website pages are not lightning-fast, your loosing money and customers, and there’s two reasons why.

The first is related to SEO, and the second is related to conversion rate, so this is about both traffic and conversion.

Let’s talk about SEO first.

Google has come out and said “point blank” that your search engine ranking is heavily affected by the speed of your site. In a release on Google webmaster central, Google said, “Today we’re launching a new signal in our search engine ranking algorithms, site speed.”

And what they are saying here is site speed is absolutely, positively taken into consideration when deciding how high to rank your site for any given search phrase. Let there be no doubt about it. Faster loading time = higher rankings = more traffic.

Conversion Rate

The second reason why landing page speed is so important is that it affects conversion rate.

According to KISSmetrics, 40% of people abandon a website that takes more than three seconds to load. Below is a graph that shows the correlation between page loading time in seconds and abandonment rate. As you can see the longer it takes for a page to load, the more likely someone is to abandon the page altogether.

page abondonment vs. load time

Now this part is a little crazy, and if it does not make you jump into action to speed up your site I’m not sure what will.

{A one second delay in page response can result in a 7% reduction in conversions}

This means that if an e-commerce site is making $100,000 per day, a one second page delay could potentially cost you $2.5 million dollars a year in lost sales. Every second counts.

Here are some examples to put this in perspective:

  • Google experienced a 1/2 second slow down that resulted in a 20% traffic decrease
  • Amazon only slowed down 1/10 second and they had a 1% drop in revenue
  • Yahoo lost 2/5 of a second and traffic went down 9%

So that explains why you need your landing pages to be so fast, lightning fast.

So how should you improve your page speed?

Its a hard question to answer without taking a look at your site, and the answer will be different for every website, fortunately there are 2 great free tools I can recommend:

Both tools will analyze the content of a web page, and then make suggestions to make that page faster.

Run your site through one of the tools and fix the biggest problems they find. Often just by making a few of the suggested changes you can dramatically improve your page load time, reulting in more traffic and a higher conversion rate.

A faster site can also help to reduce your bounce rate: Web Bounce Rate: What it is, and How To Improve It…

7 comments on “How to increase conversions by 7% and improve rankings: Page speed

  1. I have been to many sites where the page speed was so slow that I just clicked away and never went back. With all of the competition out there, why would anyone risk losing customers because of that?

  2. How can a slow page rate of only 1/2 second cause that much of a loss? I guess as technology gets better, we all want everything to be faster.

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