Slow website loading times can have a big effect on all businesses, but especially on e-commerce sites. Most people know that slow websites are annoying to use, but many online business owners overlook the disastrous effects that slow loading times can have on a brand. Here are five reasons why speeding up a slow website should be every business owner’s number one priority.
1. Slow Websites Increase Bounce Rates
According to a recent study, 53 percent of web users abandon sites that take more than three seconds to load. Websites that take longer to load lose potential customers before they get a chance to communicate any marketing or branding messages. If analytics show that the bounce rate for a business website is high, speeding up load time can be one of the most effective ways of keeping people on the site.
2. Google Hates Slow Sites
Google says that site speed is one of the factors its algorithm uses to rank websites. That means slow loading times can cancel out search engine optimization efforts. Sites that appear at the top of the first page of Google’s search engine results get much more traffic than those on the second or third page, so it’s important to take website loading speed seriously.
3. Slow Sites Don’t Make Sales
When the owners of e-commerce business Shopzilla.com redesigned their site to reduce page load times from 6 seconds to 1.2 seconds, they saw their conversion rate jump from 7 to 12 percent. When sites are slow, customers find online shopping frustrating. They abandon shopping carts without making a purchase. They do not stick around to read product descriptions, find out more about the services offered, or ask questions via online chat. Instead, they head to competitors’ websites to search for similar services and products, causing the business to lose out on a potential sale.
4. Slowness Damages Reputation
Customers expect sites to load in approximately one second. When they visit sites that can’t keep up, many customers become frustrated and leave the website with a negative impression of the brand. This negative experience could reduce the likelihood that customers will come back to the site or interact with the brand in the future. Now that rapid website loading speeds are the standard in many industries, having a slow loading site can mark a company out as unprofessional. It could even lead to customer complaints and poor reviews, which can have a long-term negative effect on the brand.
5. Speed Matters to Business Partners Too
It’s not only customers that find slow websites frustrating. Business suppliers, service providers and partners also have to interact with company websites. Slow load times can damage these company relationships, which can affect the supply chain. Businesses need to speed up their websites to protect all their business relationships, not only those with their customers. These relationships are vital to the success of any brand.
Slow websites can pose many different problems for businesses. As well as harming short-term conversion rates and damaging a site’s rank in the search engine results pages, slow loading times can also damage a brand’s reputation. By providing cloud hosting and web application solutions, Contegix helps businesses develop sites that load quickly, which could help them to succeed in the modern world of e-commerce. Contact us for more information.