At the risk of [not] surprising you, it is essential for any company to reduce the loading time of its website pages. While the tricks to achieve this goal are often found, the reasons behind this craze for loading times are quite obscure. Here are 3 elements closely related to the loading time of your pages.
The optimization of its natural referencing
To improve the loading time of its site is to improve its SEO ranking (indexing). Behind that, a simple logic. It is Google who wants these loading times to be as short as possible.
Understand: Google is responsible for recording on its servers all the elements that are on the Internet. A long and expensive operation, all the more so if your site does not load quickly. Robots that analyze web data will therefore take longer to index your site if it is not optimized. Thus, Google values the best-optimized companies for the time they save and penalizes companies that have not worked on this aspect of their site.
This is why you will be able to observe a progression of your SEO ranking after optimizing your loading times. You will thus have a better visibility on the search engine. This will lead to the visit of new prospects.
Improving the user experience
The longer it takes for your page to load, the more likely you are to frustrate visitors. This frustration often resolves itself in the following way… the return of the visitor to the browser! In other words, having a long loading time amplifies the bounce rate on your site. This is what you want to avoid at all costs.
It is moreover admitted that 40% of Internet users leave a page that takes more than 3 seconds to load!
However, it is not simply the home page of your site that you want to optimize. We are talking here about all your pages. Indeed, whatever the page at the origin of the loading delays, the repercussions on your visitors are negative and may precipitate their departure.
You will have understood it, a well-designed site will not only allow you to promote the traffic on your site but also to multiply the number of visited pages.
The increase in turnover
By improving the user experience, your site’s traffic ratios will only get better. However, you also need to look at the longer term. Indeed, it is thanks to the improvement of these factors that you will be able to maximize your chances of closing sales.
Less bounce rate (creating traffic on your site / developing your company’s notoriety)
= a longer visit time (memorization of your brand and the products and services it offers by the visitor)
= more pages viewed (more opportunities to present the visitor with the product he needs, and thus to make him proceed to the act of purchase)
= multiplication of sales.
Let’s recall the importance for certain sectors of activity of impulse buying, which can only take place if the visitor can quickly and easily access the product he wants and then pay for his basket before the impulse ends.
On the other hand, there is no doubt that a visitor who feels that your pages take too long to load will change supplier and go to spend at your competitors’ sites if their sites are faster than yours.
let’s remember that optimizing the loading time of your website pages is now essential for any company, and in particular for e-commerce. It is as well a request issued by Google that will enhance or not your SEO ranking, as to satisfy the visit of Internet users. Satisfied visitors are more likely to commit to your brand and to make a purchase. This is an opportunity to kill two birds with one stone, and increase the performance of your company at any level!