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How Your Page Speed Will Determine Bounce Rates In 2016

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Speed is the new king when it comes to retaining customers on your website.

You have killer content, and your marketing team makes painstaking efforts and considerable investments to lure in a prospect to your website. Imagine a situation, if the prospect meanders away to a competitor’s website after viewing just one page. This is exactly what would happen if your website is slow.

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Page speed has a direct impact on bounce rates – slower the page speed, higher the bounce race. A high bounce rate is an indicator of a poor quality website. Higher the bounce rate, lower the time people spend on the website. It is a never ending downward spiral, one feeding on the other.

Kissmetrics reveals that a one second delay in page response can cause as high as 7% reduction in conversions. About 47% of web users expect the page to load in 2 seconds or less, and 40% of users abandon a page that takes more than 3 seconds to load. Instances of online buyers simply abandoning the cart, even after selecting products from the ecommerce site, because of the slow load speed, are all too common. About 79% of online shoppers opine they would not return to a slow loading ecommerce site, and 44% of them would tell their friends and others, of the poor experience.

The situation is becoming even more pronounced now, with recent Google algorithm changes penalising websites that have slow load time. Google now considers fast load time as one of the indicators of a good website, and favours such web pages.

Page loading time is an important aspect of user experience. Webpage creators need to consider the impact of a new aesthetic design, an added functionality or additional images, to the load time. New site functionality does not help users if they cannot access it properly in the first place. Website visitors care more about speed than bells and whistles!

A typical website weighs about 130 KB, complete with images, scripts and style sheets. As a rule of thumb, more the resources and plugins attached to the page, higher the weight, and hence higher the load time. However, web developers and experts have several tweaks and tools at their disposal, to increase load times even with fully functional websites, offering many features. Some of the basic tactics are file compression, storing scripts in external files, using content distribution networks, enabling caching, using lightweight images, and more, but there are several permutations and combinations to consider as well.

In a hyper competitive online space, every second counts. We at Creative Ideaz can help you improve your page load time, and get you in the good books of Google and that of your valued customers. Call us at 0845 0942153.

Posted by Kash on February 13th, 2016

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