At this point, you’ve been diligently carrying out AB tests and Landing Page Optimization (LPO) campaigns in order to improve the CR. However, have you ever considered how these tests and campaigns would look like or be tracked if your website was taking ages to load? A high average load speed will increase your bounce rate and will translate into a poor user experience. In this post I will briefly explain why your website speed should be a cornerstone of your CRO strategy.
Your users might already have a slow connection and, hence, you need to make sure that your website loads as quick as possible. A high load speed will:
- Increase the bounce rate, yielding to low performing marketing campaigns as well as poor user experience on the landing page
- Decrease you rank on search engines as your website and its related domain authority will be perceived as weak (http://googlewebmastercentral.blogspot.ae/2010/04/using-site-speed-in-web-search-ranking.html)
- Make tracking less and less accurate as people might leave even before the website loads
- Impact various stages of the sale funnel and, hence, decrease your website’s CR.
Improving your website’s average load time will require time and effort from your side. Start by conducting a speed health check by using the following tools: http://tools.pingdom.com/fpt/ and http://www.webpagetest.org/
You will then notice that the website’s speed depends on various factors, which you need to consider point by point. Here are some actionable inputs:
- Allow browser caching: use temporary storage in order to limit the number of HTTP requests to the server
- Optimize your website images: understand the various images’ formats and sizes and only use the appropriate ones
- Use a Content Delivery Network (CDN): this will help images load more quickly on your website
- Separate above the fold content from below the fold’s: when loading the CSS, load the one related to the above the fold content and then the one related to the below the fold content.
- Enable gzip compression: this will reduce the size of the HTTP response and, hence, speed up your website
Decreasing your website’s average load time is a broad topic. You need to invest time and focus on speeding up every page of your website. In that case, every second counts; every second will impact the overall conversion rate.
Image Source: http://www.realadventure.co.uk/wp-content/uploads/2012/03/simon-h-site-speed.jpg