A delay in page load is a web performance issue that will negatively affect your conversion rates.
Conversion rates being “the percentage of landing page visitors who take the desired conversion action”
The benefits aren’t just apparent with user experience and brand loyalty, investing time in making your web performance also improves your search rankings. According to Moz: “Google has indicated site speed (and as a result, page speed) is one of the signals used by its algorithm to rank pages. In addition, a slow page speed means that search engines can crawl fewer pages using their allocated crawl budget, and this could negatively affect your indexation”.
Loadstorm research shows that a single second increase in page load times leads to a 7% loss in conversions, 11% fewer page views and a 16% decrease in customer satisfaction..which means improving your web performance by decreasing your website’s load time by 1 second could earn you an easy 7% increase in profits.
Tools to test your website speed
There are a number of free tools that you can use not only to test the speed of your website but tools that will give you advice and guidance on how to improve it.
Page Speed Insights – A tool from Google that analyses the content of a web page, then generates suggestions for you to implement to make the page faster.
SEMrush – This tool has a free version and gives you a broader sense of not only your website performance but it also offers solutions for SEO, PPC, content, social media and competitive research.