We live in a world of people who want what they want, and want to have it right now. We crave convenience when going to a website, sure we would like it to be interesting and well put together but none of that matters if it is slow or has an inefficient checkout process. You may have the most amazing website with fantastic graphics, cool videos and product demos, but if it loads at the speed of a snail, the checkout is on a perpetual stall, and the customer can’t get any support, they will go elsewhere.
It should come as no surprise that the speed of your website is a prime factor in determining how well your business will do financially. It doesn’t even have to be a long delay, as technology advances our impatience advances right along with it. A 1-second delay in your homepage loading could mean thousands lost; the customers simply assume the rest of their experience will be the same, and move on to another site with similar products or services. Shopping online has become almost a necessity these days, it is more convenient in our busy lives with our jam-packed schedules to log on, get what we need whether it is products or services and two minutes later move on. It matters not if your business is small or large, can you really afford to lose hundreds, thousands or even millions because your site is slow to load or has delays? It may be a good idea to invest a little more into optimizing your site.
Think of what you want in an online experience, you want convenience, but you also want to see the content, get answers to your questions, and checkout- and you want it right now. If there has ever been a time when you became impatient with a website while waiting for it to load and simply moved on, you are not alone. How much of a window do you allow a website before you leave it for another? There have been a lot of studies done recently, and it has been determined that a website has one second to grab and hold a visitors attention. Even if your homepage loads quickly, if a customer cannot get customer service, or if the checkout is complex, they will go to another site. Why? Because in this day and age, there is always another site.
When shopping online, shoppers expect it to be fast, if you have a slow site you will lose their interest and their money. However that is not the only thing you will lose, Google adds in loading times to their page rankings, a slow site may mean your business has less exposure. Think about every aspect of your website, are high resolution photos slowing your speed? Are your videos playing right away? If a video showing a product or service stalls or buffers while loading, most people just click away from it.
Knowing how fast your page works, is vital to your business. If your page is slow to load you must either take action to fix it or lose revenue. There are several high impact points where you can lose customers and they all come back to speed and efficiency. If your website is slow to load the homepage, people will turn to another site. If it loads properly, but they can’t get real time assistance on any questions they may have, they will click away. Checkout too complicated? They will move on. Website optimization isn’t just a perk, it is the single most important factor in determining your success online.