How Website Speed Impacts Marketing Performance

Consumers do not have a lot of patience when it comes to website load times. If they have to wait longer than four seconds, approximately 25 percent of users will leave the website before looking at it. Slow website speed can cause many undesirable issues for a company, including poor marketing performance. In these situations, revenue, loyalty and trust may become negatively affected.

Lower Search Engine Positions

Google uses an algorithm to rank the websites that appear on the results pages after someone types in a query. Faster sites are preferred due to their perceived quality of user experience and lower bounce rates. When it takes too long for a site to load after someone clicks through the link on Google, the algorithm accounts for that and lowers the ranking of that page.

Poor search engine position can cause issues for an organization’s marketing campaigns. Good search engine optimization results in organic traffic, which is often better performing than paid sources. It’s also cost-effective, as the company doesn’t pay per click for these visitors. When the website lacks good positioning on the results page, the overall traffic for the website decreases.

Poor Company Reputation

Many markets have fierce competition between dozens, hundreds or even thousands of brands. When a consumer has the opportunity to go to a faster loading site with a few clicks, they’re going to take that option and look poorly upon the original company.

Due to the bad user experience on the website, even people who do wait around for it to load may factor that into their reviews. Many consumers check online reviews before selecting a company or choosing a product, so their trust and first impression of the business is bad.

Recovering from this type of reputation loss takes a long time, as consumers rarely update their online reviews after the problems are addressed. The company now has to build up a new set of reviews to balance out the original ones and focus on trust-improving marketing strategies.

Fewer Conversions

Each time the potential buyer has to click to another page on a slow website, that’s another chance that they’re going to get fed up with the whole process. The organization faces enough difficulty with getting them to the site to start with. Poor speeds add another barrier standing in the way of the sale.

What to Do If Your Website Is Too Slow

Companies that have long loading times have several ways to address the issue so they can improve marketing performance. The first step is determining the root cause of the slow speeds.

The web servers are the most likely culprit in this situation. They may not be equipped to handle the amount of traffic going through them during high-demand periods or lack the power to serve the website due to its complexity. The content management system that the site uses could also be at fault. Improper installation, misbehaving plugins or other technical problems may result in slowdowns. Consider another CMS, such as Drupal, if the current option does not have the features or capabilities necessary.

Organizations have enough external competition in their markets. Avoid internal issues that result in poor marketing performance. Fixing website speed problems may take some time and technology investment, but these funds come back many times over in the long run. Contact us if you are having site performance issue. Contegix is a world-class Cloud Application Service Provider, and have deep expertise optimizing the largest Drupal and WordPress environments.