What is web performance?
Quite simply, web performance refers to how long it takes a web page to download and display content on a user’s browser.
However, despite being something so simple, users are extremely sensitive to it. According to a recent study, only a 1 second delay in page response can result in a 7% reduction in conversions, and 79% of users openly admit that they wouldn’t return to a site if it had a poor performance.
Why is this important for me?
Although your site might not be aimed at the 3.7 billion internet users around the world, it’s still important that your site functions efficiently for those consumers that do want to visit your site. Regardless of whether you’re a small start-up or a massive multi-national, monitoring your metrics matters.
But why does monitoring your web performance matter in marketing?
Here are our top 4 reasons as to why web performance matters:
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User satisfaction:
We’ve all been there. As we intensely stare at our screens, we’ve been rudely interrupted by the multicoloured wheel of misery or the turning timer that tests our temper.
At this point, the majority of users will frantically reach for the back button in the search of a more efficient site. With this in mind, the faster your web performance speed, the higher your user satisfaction will be and the lower your bounce rate, since they will be able to view the content they clicked on. -
Consumer Loyalty:
If visitors to your site are able to quickly access high quality content, they are much more likely to visit your site again. It’s really that simple.
In terms of your marketing metrics, this will affect your number of:
– Returning Customers: since more people are likely to want to return due to a better experience.
– Interactions: since more people are likely to want to engage with your content and will hopefully spend more time on your site.
– Conversions: Good build and good design will ought to mean that more people are likely to evolve from a user to a customer. -
Improved search rankings:
Not only does Google take into account the quality of your copy and your search engine optimization (SEO), but it also considers website performance. So by simply improving the loading time of your site, you’re ensuring that more visitors will get the option to view your content when searching on Google.
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Mobile users:
A huge 4.7 billion people use mobile phones across the globe, and this is set to climb to a colossal 5 billion by the time we reach 2019. This means that less people are tethered to a computer to use the internet, and more are reliant on wireless, 4G and beyond connections. If your site load time is reliant on a mobile data speeds, then a slow loading site may lose you a consumer, and subsequently affect your bounce rate and site traffic.
But don’t just take our word for it
Here’s proof that web page loading times have an immense impact on your business:
- Ancestory.com recorded a 7% rise in conversions after improving their loading times by 68%.
- The Trainline reduced latency by 0.3 seconds and their revenue increased by £8 million per year.
- Instagram experienced an increase in user profile scroll interactions and impressions, by increasing their site speed.
If your site takes too long to load, it has a knock on effect with many other marketing metrics. If you like to get up to speed with metrics and make sure your loading times are lightning fast, get in touch with a member of team, today!
We also recommend taking a look at the AMEC website. They are the International Association for the Measurement and Evaluation of Communication, and are the world’s largest media intelligence and insights professional organisation. They campaign to highlight the importance of efficient measurement in communication!
