Why Website Optimization Matters
In today’s digital world, it is unsurprising that every business has a website. Design, theme, color, and user navigation are essential factors in establishing a brand identity. However, we tend to overlook the importance of website speed and its ability to accommodate a considerable amount of traffic. This is especially true in the case of e-commerce websites where speed directly translates to conversion rates. The significance of website speed becomes clearer while looking at the number of people purchasing online. According to a study conducted in 2020, over 2 billion people purchased goods and services online during the pandemic. This trend is only likely to increase in the coming years.
The typical digital customer:
To understand why website optimization is important, it is crucial to understand today’s typical customer. These customers are always connected to the web through their smartphones, tablets, or laptops. This digital customer is only likely to check out the first three search results on Google, has a short attention span of about 8 seconds, and is likely to get frustrated and click off if a website, video, or audio doesn’t load within two to three seconds. While shopping, this customer is more likely to jump on trends and is likely to have second thoughts about certain items she wants to purchase if the website takes a little longer to load. Today’s customers want to purchase through laptops and smartphones and are pretty impatient to give a second chance to a website that is not optimized for the best smartphone experience. Today’s customers are also more likely to recommend a brand that they had a positive experience with to friends and family. This is especially beneficial for brands as word of mouth is the best marketing strategy out there for driving sales.
Why Website speed matters:
When a user visits your website, they form a quick opinion about your brand. Websites of well-positioned brands look and feel different, and the customer intuitively knows about them. If your website is challenging to navigate, doesn’t open up links in newer tabs, or is relatively slow to load images and videos, the customer is not likely to come back. Website speed is also a significant factor in determining the Google rankings of your website, organic traffic, and thus the conversion rates. According to research conducted in 2019, second loading time has the highest negative impact on conversion rates, while a 0-2 second loading time is considered the best for high conversion rates. On average, 40% of your customers are likely to not revisit your site if it takes more than three seconds to load. The speed of your website can be the single most crucial factor in determining whether a customer returns or not. As such, it is important to check whether your website has good speed on all major platforms on all kinds of devices.