When you execute a digital marketing strategy at all levels, every detail matters a lot. This time we will talk about the loading speed of your website and how this aspect affects the results of your marketing plan.
To clarify what we are talking about, the loading speed is the time it takes to download and display the content of your web page in the browser. Generally the rule says that it should not exceed or exceed four seconds.
A very good example that we can give you so that you understand it even easier is the loading time of the Internet sales giant, it is Amazon. It is known that your page, with all the content it houses, only takes a second to load.
Now, in Digital Marketing in Rhode Island we always talk that content is king and that in order to get customers, subscribers or visitors we must create content that inspires, falls in love with or solves concerns. But for Google, although the content is important, the user experience is also important and weighs a lot in the assessment that it gives to your website in terms of loading time.
Just as we know that a page must load in at least four seconds, we also know that visitors to your page will abandon it if they cannot quickly get what they are looking for in that time, which we call the bounce rate.
But what happens if your website is very slow.
High bounce rate: It is estimated that at least 57 percent of users abandon a website if the loading time is greater than four seconds. That is, they will go to another portal that is faster.
Additionally, user satisfaction and traffic to your page will be directly affected, Google will know.
Sales decrease: Websites with speed problems sell much less than their peers. We are talking about at least seven percent sales can drop if our competitor’s page is faster than ours.
In that sense, we return to the example of Amazon, they reported that for every 100 milliseconds of late loading they lose one percent of their total annual sales.
Google penalizes you: When we say that it will penalize you, we are not talking that it will not show your website on the results page, but that it will position your competition over you. That is, it will give priority to those that offer a better user experience and that are well optimized.
How to improve loading time: Obviously we can improve this aspect, but it depends on many factors such as: infrastructure of the server where the web is hosted, bandwidth, design, structure, weight of images and other content.
The most successful thing in these cases is not to restrict the resources and efforts that can be made to enhance our website and make way for more sales and conversions.