How long are you willing to wait for all the content on a web page to load? If you’re as impatient as the average person, not long at all.
Research shows that people are willing to wait only 2-3 seconds for a page to load. If it takes any longer than that, you can kiss goodbye to 40% of them.
Three seconds doesn’t sound like a lot of time. However, the unfortunate reality is that the longer it takes for your small business website to load, the higher your ‘bounce rate’ is.
Your website is the frontline for your small business’ marketing efforts. Fewer visitors mean fewer conversions and, therefore, fewer sales.
And that’s not the end of the bad news. Google and other search engines view speed as a critical factor too. They penalise slow loading sites in their algorithms, meaning your SEO ranking is also impacted.
Your small business should feel the need for speed
So what can you do about it?
The first thing is to check the loading speed of your website pages by using one of the many free tools out there. Most Australians now use their phone to access the web, so don’t forget to check how your pages perform via mobile too.
If the numbers don’t look good, then you’ll need to have a look at the total file size of your site. The total file size is the amount of information (images, scripts and files) used to render the page. Reducing this number is the single biggest change you can make to your loading speed.
One of the simplest ways to reduce your total file size is to shrink the size of your images. There are lots of free tools out there that can adjust the size of your photos saving you valuable loading time. If your images are currently saved as .png, convert them to .jpg to save even more.
Remember: every second counts.
Try to shave off as many as you can. A better user experience for your customer means more sales for you.