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No Time to Waste: The Importance of Page Speed

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Speed

Page speed is affecting your conversions, whatever the channel. With user’s attention dwindling, this doesn’t come as a surprise. What is it exactly? Page speed is the time it takes for a page to fully display the content. The faster a page loads, the better. This allows the user to browse more quickly and boost the sites ranking on Google.

WHY IS IT IMPORTANT?

Today’s user seeks instant gratification, with only a small window to entice them to explore your content. According to Google/SOASTA Research, 2017, if your page takes longer than 3 seconds to load, then your content is unlikely to ever be viewed, either by the intended user, or the robots crawling the page for indexing purposes.

We shouldn’t just limit this thinking to desktops either. Page speed is big issue when it comes to Google’s mobile-first index too, because it directly affects how the consumer will react. Since its inception last year, this has become a key driver in Google’s search strategy, ranking content by how it appears on mobile. So if your page takes a long time to load, or doesn’t load at all, then Google’s bots will penalize your site.

Your ranking isn’t the only thing that can be affected. Poor page speed can also impact your bounce and conversion rate. The longer it takes to load, the higher the bounce rate, as, you have already lost your users’ interest. Consequently, your chance of conversion shrinks.

When we look at this for mobile, 1 second can make a huge difference when it comes to driving conversions. A study conducted by Google on several of their clients showed that a gain of 1 second on a page can achieve up to a 27% higher conversion rate.

PAGE SPEED AND PAID MARKETING

It’s clear what a big impact page speed can have on your site. Then, how can we enhance our marketing strategies to take this into account? Well, it’s no surprise that we must start with the user experience and what happens when they hit your landing page.

Whatever channel they use to find your page, if the site does not meet the user’s expectations, then they simply won’t stay.

This is what makes SEO and PPC integration an integral part of any online marketing strategy. SEO will not only help you increase your conversions and improve your website performance, but also help improve your online ROI.

It is even something Google highlights in its guidelines for SEO and PPC. Your ad’s quality score, ad rank, advertising costs, page speed and page relevance directly affect paid marketing performance, so you need to look at how you can enhance your site.

page-speed

Page speed should be an integral part of your SEO and paid marketing campaigns strategies, as it will affect your bottom line. Every second counts when it comes to page speed, both from an accessibility and a trust point of view; your users and Google need to see this as a legitimate site. Be wary of this and ensure to optimize your site, or you will risk losing users and revenue to more advanced competitors.

For more information on how you can improve the page speed in your domain, get in touch with us.

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Category: Intelligence