Performance should be thought about and considered as early on in the process as possible when building a website to help understand how each element affects performance, to balance speed and aesthetics and make decisions based on how everything in the design is going to benefit the user or business goal.

Each feature will have a technical impact on your site, and can therefore affect the load time that each user experiences – Everything should have value because everything has a cost.

Users consider speed an important factor when browsing websites, websites that are fast have a good user experience. It has been found that a load time of no more than 2 seconds is what users expect no matter what device or where they are in the world because after 3 seconds 40% of users will abandon the site.

Search Engine Optimisation

Page loading time is becoming a more important factor when it comes to search engine rankings. Google announced back in 2010 that it was Using site speed in web search ranking, this it’s just one of over 200 signals they use in determining rank. Optimising your page load time is a smart thing to do to help visitors get where they’re going faster.

Overall, while load time isn’t a significant contributor to Google rankings, it can contribute to the rise and fall of your conversion rate.

Conversion Rate

There’s a relatively big connection to a slow-loading website and user trust; users inherently see a poor performing website as “untrustworthy” and this can have a major impact on conversions, branding, and all sorts of things that are important to businesses.

A 1 second delay in page response can result in a 7% reduction in conversions. If an e-commerce site is making $100,000 per day, a 1 second page delay could potentially cost you $2.5 million in lost sales every year.

Remember that for every second you shave off of load time, you’ll tend to boost customer confidence and trust in your site, and sow the seeds that will make them way to tell others about you. In those cases, a few seconds can make all the difference!

How to make my site faster?

Google PageSpeed Insights is a great place to start because it provides specific recommendations based on the web page URL inputted into the tool. Some simple steps to making a site faster include:

Optimise Assets - Reduce file sizes of images, videos, scripts and style assets.

CloudFlare  - is a service that offers enhancements for optimisation and security.

Caching - Page caching is when web pages store static files (like HTML documents and images), which allow visitors to access that page more quickly, since the database does not have to retrieve each file every time there is a request.

Minify - clears out unnecessary lines of code reducing the file size.

Lazy Loading - Means your images only load up when a user scrolls down to the area where they are located.

Website performance is a complicated topic that’s evolving quickly, there are new techniques being introduced that all website users will hopefully benefit from shortly.

PageSpeed Insights Tool

The PageSpeed Insights Tool by Google analyzes the content of a web page,for both mobile and desktop users,  then generates suggestions to make that page faster. With it, you can quickly get an overview of high priority, medium and low priority fixes that can help increase your page speed.

Web Page Test

Another excellent tool to test a website's performance is Web Page Test with this tool you can not only analyse your own site but you can easily compare it with your competitors.  

Other Devices

Mobile devices have become an increasingly popular choice for browsing the web with many users owning multiple internet connected devices including Tablets, Televisions, Watches, Fridges and many other devices that can connect to the world wide web.

With mobile-friendliness a ranking signal and 85% of users expecting pages to load as fast or faster on mobile it won’t be long before Google announce that mobile speed is a factor.

If you want to test your site to see if it is mobile friendly, you can use the Mobile-Friendly Test tool.


A faster the website builds trust, and are memorable for the audience and will have more returning visitors, and have more conversions. Drop us an email or give us a call if you need assistance on improving your website!