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The Impact of Site Speed: Conversion Rate, Customer Satisfaction and Google Rankings
Dean White • 3 January 2023
Speed is a crucial factor increasing sales online. A fast site will help a business convert customers and bring them back while also allowing the site to rank higher on search engines like Google
Most guides to digital marketing for e-commerce businesses focus on paid advertising, content creation and social media management. However, website performance is one crucial factor that is often overlooked or taken for granted—especially by smaller companies without dedicated technical resources.
Let’s explore why site speed is so important and what you can do to improve your site's performance.
Why is it important?
Slow-to-load sites are frustrating to users and detract from the overall experience of exploring an online store. Yet there are other benefits as well:
Conversion
In an era when customers expect to be able to find what they want quickly and get it immediately, site speed is a top priority for online retailers. Some research has shown that shoppers are more likely to stay on the site of businesses with fast-loading pages than those whose sites load slowly or contain too many irrelevant ads.
Website speed has a significant impact on conversion rates, with mobile users, in particular, benefiting from faster experiences. Given the growing number of shoppers who use their smartphones to purchase items, this is an essential consideration for e-commerce businesses.
For every one-second improvement in site speed, mobile conversions can increase by as much as 27%
Reducing the time it takes for a customer to load a web page can increase conversion rates and sales.
Loyalty
The most severe consequence of a slow website for customers is not the immediate negative impression it makes but rather how that initial experience affects their overall view and perception of a brand.
The familiar saying, "it is cheaper to get existing customers to buy something again than it is for a business to acquire new ones," applies not just in e-commerce but on websites.
Investing in reducing load times and increasing page speed across a website will help keep a business’s customer acquisition costs low in the future.
Google Search ranking
Improving the speed of a business’s site can help deliver a more satisfying user experience—and, in turn, give a company an edge in search engine optimization.
When a website ranks higher on search engines, a business can attract more potential customers. As of May 2021, Google's emphasis on site speed for search results has increased. As a result, more visitors are likely to click on the first few listings in a search engine's ranking list. Therefore, it is even more critical for a business to have a fast-loading website.
How can a business get a lightning-fast website?
Eazi-Sites is a business opportunity that enables entrepreneurs to help businesses increase sales with lightning-fast and incredibly effective websites. Eazi-Sites provide everything required to launch a profitable franchise, including expert training, mentoring, access to world-class technology, developers and technical support personnel.
Eazi-Sites believe in giving entrepreneurs access to one of the fastest growth markets in history. Contact us today to find out more information.
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