At a point of time in our life, we have been in this situation more than once. We are – locked on a website that would not be loaded, we tried to load pages, and in the end, we saw an error message during our browsing. This is possible on both desktop and mobile devices.
Users are expected that their online material is responsive, and companies might suffer if they slow down their pages by only a matter of milliseconds.
It is unnecessary that if a website is loading slowly, that doesn’t mean the company is doing poor quality business. Still, often that’s what the user who’s visiting your website feels.
Here what I am trying to convey is speed seems to have a direct influence in this regard on your company. It defines the quality of the consumer loyalty you can offer and the likelihood of retaining consumers.
So let’s learn more about the performance and their influence on the success of your business in order to avoid bad outcomes in the long run.
What’s Webpage’s Conversion Rate?
Let’s understand this by an example: an e-commerce company is marketing some mobile; when the user goes to that page and buys that mobile that means that’s when the user is converted into a buyer.
So it’s always not about some products, sometimes when you fill a form, buy a ticket, that’s also conversion; it depends upon the type of company.
So, therefore conversion is the percentage of users who came to your site and bought something. Let’s consider out of 100 people, 15 of them bought the mobile from your site, which means your conversion rate will be 15%. The process of raising this statistic as high as feasible is conversion rate optimization.
The optimization of conversion rates is a continuous process since it can continuously be optimized further unless the conversion rate of a page is 100% which is unrealistic.
How Slow is Your Site?
According to the research, if a website is taking more than 4 seconds to load, 2 out of 4 people will leave your site. And more than 40 percent of the users don’t revisit the website, which performs poorly.
Website proprietors may only engage visitors within 5 seconds before they plan to leave. 50% of eCommerce clients demand page load time shorter than two seconds. If it doesn’t load in the meantime in 3 seconds, they will leave the page.
Page load time is one of the reasons behind the failure of eCommerce business in the global market.
The performance of the Website refers to the time it takes to show your website pages to your users. It’s vital to guarantee that your Website works appropriately with every range of devices and web browsers from which the users are using.
If your Website is not good, your business might be harmed for a long time or permanently. Your website performance and the business you are doing go hand in hand, and there are multiple things you should keep in mind before developing a site.
1. High speed = Good user experience
I’ve already mentioned earlier that whenever a customer visits a website, it’s highly likely that they will expect the website to load in mere 3 seconds.
Like we judge a person by their first impression, the first impression of a website is also vital for business.
People perceive a quicker and polished website as more dependable. The reverse is that a sluggish website primarily upsets users. Most people bounce and prefer to visit other websites more quickly so as to satisfy their needs. It may be pretty hard to turn around that wrong impression.
Also, these expectations by the users that a website should load in less than or in 3 seconds is reasonable because there are 100’s and millions of other websites that can meet the expectation of the user. Therefore if your website is unable to, then you should work upon your site so that it loads faster.
In an earlier article, we have explained important tricks to increase the user experience of your website.
2. Increase in conversion rate
This is also one of the main reasons why Website performance matters.
The profitableness of your site is closely linked to your company’s quantity of leads, sales, or registrations it is able to generate.
You can do many things to increase the conversion rate on your website while you are still able to provide a proper experience to the users who visit your site.
- Add call to action button
- Adding breadcrumbs
- Seamless check out
If the consumers leave your website because of difficulties with performance, they will not only quit their search for the item they were searching for but will go to the rival eCommerce store. If the rival provides a superior experience, they will gain both sales and consumer loyalty.
Therefore, you need the fastest loading site to maintain the sale and loyalty of the client and offer your brand a competitive edge. However, to make sure that your users realize that your site provides them with the best experience to notice the change.
Offering the option among two companies, one with a sluggish charging facility and the other with fast performance, it is a simple option for individuals who decide to hand over their money to which firm.
How to Measure Your Website Performance?
Key performance indicators are a measure used to assess the variables affecting a business substantially. When it comes to measuring the website performance, multiple key performance metrics are there, but you need to focus on some crucial KPI.
By that, you can pay close attention to the pages that are doing really well and the pages which are in need of some improvement. What metrics you should keep in mind while checking the website performance.
1. Measure audience reach
The reach and effect of your Website is one of the most essential things to measure. This may be done via monitoring your visitors, among other methods, using Google Analytics. Reach defines the number of prospective people who have visited your Website whilst the effect is about how many individuals visit and transition to buyers.
With the help of the Google Analytics tool, you can measure the session and compare the analytics we received. With Google Analytics, what can you check?
- You can check whether the users are growing or are the no. of users decreasing.
- If the users are growing, then you can check how they are growing fast or slowly.
- Also keep an eye on how many users are new and how many of them are returning back.
Observe these statistics. Find out what works and what does not. Follow the things that work for your to increase your website ranking in Google search.
If the customer keeps coming back then that’s a good sign. This means people trust your brand and consider making a purchase from your site whenever they want. It increases your online brand presence. People will start recognizing your business.
2. Analyze traffic
In addition to measuring the number of visits to your website, you need to find out how people access your website in the first place. There are many ways to drive traffic to your website.
- Check if they are coming from your social media platforms
- Are they coming through your PPC ad
- The keywords that you are using are working or not
- An email blast
Google Analytics automatically divides visitors into several categories depending on the demography, location, interests, etc.
The analysis of your sources of traffic and audience behavior enables you to understand your potential consumers better and enhance marketing skills.
3. Bounce rate
The bounce rate allows you to determine the percentage of people that depart the website on only one page after spending time. The issue of why people leave your site is posed by a high bounce rate. One of the principal causes is because your website does not load fast enough, and the users are not patient about exploring other pages.
The other reason can be that your website is not maintained correctly, and the users are unable to find what they are looking for. Find out all the reasons behind the high bounce rate and fix them
If they are not able to find the item they are searching for, they will leave your site frequently and bounce to the other side where they don’t have to spend time searching for the item they need.
4. Measure conversion
Conversion rates can also show the performance of your website. Bad conversion rates imply that your visitors are not going to join up or purchase their items from your site without any action.
Although a range of causes may cause this, a sluggish site might be one of the factors and a terrible performance feeling of your organization.
To increase conversion rates, you need to be clear about your CTAs (call-to-action). Some examples include:
- For eCommerce site: Buy, Shop Order, Add to cart
- For Newsletter: Subscribe, join, Sign up
- General: Learn more, See more, Find out, Swipe up, Click here
CTAs must be put on your website where visitors readily see them, to encourage them, to convert on your site.
In today’s era, video marketing is used to increase conversion rates.
5. Measure ROI
You have to keep the cost into consideration because your overall return on investment is perhaps the most important KPI of all. If you are spending more and gaining less, then it’s a loss for you, and you have to stop that.
You may discover how to enhance your general profit by altering the outcomes of performance metrics by measurement and analyzing other KPIs of your website.
With the help of measurement, we are able to discover what areas of the website are working better than others.
Boost your website performance ASAP
I don’t think I have to say this, and it’s easy to see already that the performance of your website is essential for the success of your business.
As a customer, you personally realize what a bad feeling you have when you have a miserable experience on a firm’s website, And there is no disputing that if your website is not up to their standards, your visitors would feel the same about your company. So you need to consider some tips on how to improve your website performance.