Who Benefits From A Highly Optimized Website?
Short Answer: Everybody!
If benefits like higher search engine rankings, improved user engagements, longer onsite times, and MORE MONEY mean something to you. Then you should understand that web speed is critical to the ultimate success or failure of your website. Most people have an understanding that their website shouldn’t be slow. If you asked somebody if they think a website should load quickly or slowly, 9 times out of 10 their answer is going to be it should load quickly. A smaller number of people understand that their website NEEDS to be fast. And an even smaller percentage actually understand the benefits of having a fully optimized, high performing website.
According to Wikipedia Web performance “refers to the speed in which web pages are downloaded and displayed on the user’s web browser. Faster website download speeds have been shown to increase visitor retention and loyalty and user satisfaction, especially for users with slow internet connections and those on mobile devices.” -Wikipedia
The faster your site is, the more opportunities you have to capture your audience’s attention and make that sell, get that booking, signup etc…
Why are the Big Tech Companies so Infatuated with Page Speeds and Load Times?
The largest online companies in the world like, Google, Amazon, Bing & Yahoo! are totally obsessed with web speed. So much so, that they rank faster websites better in their search engines.
Google is the largest search engine in the world, and web speed is one of their top priorities. They care about the speed of the internet overall, as well as the speed of each individual website. Not only do they reward the fastest sites, they also have a suite of (FREE) dedicated tools to help website owners maximize their sites performance online.
“Google wants each user to have the best experience possible so they are going to put the most optimized sites in front of the end user. “
The Gomez Peak Time Study
In 2010 gomez.com performed a study on the effects of slow website load times, it was called, “The Gomez Peak Time Usage Study. In this study they found that 75% of internet users will leave your site and go to a competitor if your websites content and images don’t load fast enough. They found that 88% of users are less likely to visit your site again after having just one bad experience with load times or functionality.
Gomez also found that 50% of online users associate a high performing website with credibility, believability and trustworthiness. Meaning a bad online experience could change one’s entire outlook towards a company or brand. Look at it this way, it’s hard enough earning positive reviews and customer interactions in general, don’t your WordPress website speed be the reason your customer complains.
Back to the Big Tech Companies
Building on this, in their own studies:
Google found that 500ms of additional load time amounted to a 20% DECREASE in ad revenue.
Amazon found that a 100ms slow down (just 1/10 of a second) amounted to a 1% DECREASE in revenue. That might not seem like a lot to you, but think about this Amazon made $280b last year. A 1% loss in revenue = about $2.8 BILLION. Now you can see why they’re crazy about web speed!
Yahoo! IMPROVED their load times by 400ms and saw a 9% INCREASE in their traffic! See where I’m going here?
Mozilla IMPROVED their load times by 2.2 seconds and sold 60 Million additional firefox downloads.
WordPress Speed Optimization will Increase your ROI
Building on this, in their own studies:
In 2009 a company called Akamai discovered that 47% of internet users expect a webpage to load in 2 seconds or less. They also found that 52% of online shoppers say web speed is important for their customer loyalty, 14% will shop elsewhere if page load times are too slow and 23% will walk away from the internet all together. That Leaves countless e-commerce dollars on the table. When people are ready to spend money with you online, you have to satisfy their user experience.
WordPress Speed Optimization Technologies are Ever Changing
The web has grown tremendously since 2009 and so has the demand for high quality, interactive, optimal online experiences. Even in 2021, after all the technological advancements we’ve had online, we’re still not at a place where websites and their elements load instantaneously. Until that day you have to understand your website can and should be faster. There is no such thing as a website loading fast enough. WordPress Speed Optimization is not a one off task, it’s an ongoing and ever changing process based on available technologies and user expectations.