When you visit a website and it takes a long time to respond, what do you do? If, like me, you don't have enough patience, you will surely leave, looking for a completely different site. All this to tell you that the speed of your website has a direct impact on your visitors. So you should not neglect it.
Why improve the speed of your site?
1. The first impression is always the right one
Even on the web, this expression remains true! It only takes a few seconds for Internet users to judge whether or not they like your site. During those few seconds, if your site doesn't load, you can say goodbye to potential prospects or customers. It has been proven that 76% of buyers no longer come back to a site where they had a bad experience (including the slowness of the site). On the other hand, a site that loads instantly guarantees a good impression. Your site then looks reliable and professional (which is the case, by the way).
2. You need a site that is up to date with the technology.
Since the advent of 4G and fibre, our habits have changed. We are less and less patient. 3 seconds now seems like an eternity, especially when it comes to loading a website onto a computer. On mobile phones, the requirements are even more demanding. We therefore need a site that corresponds to this new technology, i.e. fast.
3. For a successful user experience
We often talk about user experience when it comes to creating websites. As a reminder, it is the general feeling of visitors towards a site, based on their experience when browsing it. So far, the focus has been on the quality of the design of the site and how easy it is to find the information one is looking for. However, I would like to point out that the loading speed of a website is also part of that experience. The speed of a site, especially when it is slow, is something that cannot be forgotten.
4. Visitor conversion is at stake
40% of Internet users leave a site when they wait more than 3 seconds without anything happening. So let's do a little math. Let's suppose you managed to get 20,000 visitors per month. Unfortunately, your site takes 4 seconds (and sometimes more) to respond. You will have lost 40% of your visitors, or 8,000 potential customers! What a waste!
#5 The long-term impacts of a slow web site
But there is also a long-term effect. Having a slow site gradually slows down your natural growth and reduces word-of-mouth. Your customers will eventually stop recommending your website because of the calamitous (or at least bad) experience your website offers. Other websites will end up not recommending you, not backlinking you... The slowness of loading decredibilizes a website. In the long term, it can have a considerable impact on your brand image.
6. The SEO depends on it
Google takes great care to ensure that its users have a successful user experience. That's why the results it offers are getting better and better. It prefers above all sites that load quickly. Admittedly, this is not the ultimate SEO criterion. But it still counts.
How to improve the speed of your site?
1. The first thing to do is to analyze the speed of your website using a specialized tool. I usually use Web Page Test. You will have a detailed report with it.
2. When you see that your site needs improvement, I advise you to look first at the media, especially the HD photos. Resize each of them for example, to a size that is correct for the web. The recommended size is 1024 x 920 pixels.
I use Figma, and it's free!
3. Once the images have been resized, you will already notice the change. This is not enough, however, as compression of the images is necessary. Again, there is a free and easy to use tool on the internet: compress jpeg/png.
4. The choice of host also plays an important role in the speed of a site. Make sure that the hosting provider you are considering has the CDN (Content Delivery Network) option. For more information about CDN, how about reading this article?
5. I understand that design is very important (after all, I say it all the time). But... haven't I told you yet that the typography of a website can make it heavy, and so it will take a long time to load? To avoid that, do as I do, and use the ones proposed by Google Fonts. They have been specially created for the web. You will also see the speed of each typography on this site: https://fonts.google.com/
Having a website that loads instantly does no harm. On the contrary, it promises so many opportunities! Taking the time to analyze your site, and then improve it is therefore worth it. Especially since I've already given you the 5 tips. It is not enough to just apply them.
Come back to this page whenever you want. Have you found any advice that I might have forgotten when writing? If so, what are they? Leave a comment below or email firstname.lastname@example.org
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