Lets say you're waiting for a bus one day, the bus takes forever to arrive. So what do you do? Eventually you come to the conclusion that the bus isn't going to arrive and call a taxi instead! The bus has lost out on your custom by taking too long to arrive so you purchased the services of the taxi......
Websites are no different in this respect, why wait around on a website that takes forever to load when you can visit another website that runs much quicker and make your purchase from that website instead. This link (https://www.thinkwithgoogle.com/feature/mobile/?country=United%20Kingdom) clearly illustrates the effect of a websites running speed on income generated by said website. Here at Peters Web we pride ourselves on the smooth and efficient running of our server so your website will run as quickly as possible. To allow for the optimal running of our site we use (and would recommend using) Cloudflare, I have included a link here which gives more information regarding Cloudflare and how to set it up should you wish to use it. For now hes 5 unexpected effects that a slow loading speed can have on the success of your online business: -
1) Visitors are impatient - This first point is fairly self explanatory, modern living is defined by a 'I want it now' culture. With access to websites possible from seemingly everywhere (phones, tablets...) the internet can be accessed with ease and quickly allowing users to make purchases on the spot. If a website is slow to load then the user will simply skip back to a search engine and find another website which will load much quicker, this website will inevitably get the sale. It is of paramount importance that your website is up to date with the latest versions of available software and plugins. Its always worth doing this essential 'housekeeping' as you will be rewarded with more visitors (and hopefully more sales!).
2) Low SEO rank - Another important point to note is a website will rank lower within a search engine (e.g google) when it isn't running at an optimum rate, search engines love a website that is efficient, speedy and well constructed (e.g featuring an easy to read site map). Again this leads us back to the point of good housekeeping and ensuring that you make regular updates to any software attached to your website. Its worth noting that when referring to speed this can point to how quickly readable content appears upon the page load rather than the overall loading time (full website to load up). Some websites appear to load more quickly than others due to the fact that content seems to appear more quickly on some websites than it does on others (overall it might be the case that the website with early readable content may actually take the longest to fully load, as a viewer you aren't aware of this as you have begun to browse the content that has already appeared - acting a little like a distraction trick!).
3) Using a different viewing platform - The speed of a website load can vary greatly depending on the platform which is used to view the website. Typically a website will load quicker when the platform is connected to a better internet provider (e.g a home PC connected to broadband will perform a website load much better than a mobile phone used in an area with limited reception). Rather than the fault lying with the website (as in the 2 points I mentioned previously) this factor is entirely down to how the internet signal is performing for a visitor in the area where they are viewing the site and also from what type of device they are viewing the website. It pays well to have as mobile friendly a site as possible to ensure that your website continues to run smoothly on portable devices (from 2018 the majority of visitors will gain access to a website via a mobile device so this part is of great importance!).
4) The location of the server - The location of a website's primary server in respect to the location of the visitor has a big impact on load time and how well the website performs it's general duties. For instance, if a server is based in San Francisco (U.S) and the majority of users are based in the UK the content is going to be delivered in a much greater amount of time than if the server was also in the UK. A way around this 'lag' is to make sure that your server is located in the country/region where most of your visitors are, this insures the data has less of a distance to travel to the client and cuts down on the load time/improves performance of the website. Don't be afraid to ask a web host where their servers are located as this could help you out in the long run if you are looking to continually optimise the performance of your website (ok we guess you were going to ask us.....our severs are located in London, UK ;))
5) Are you too Razzmazztazz?! - The content of a website has a huge impact on how long it takes to load, and how quickly a transition from page to page takes place. If your website is jam packed with graphics and moving images the client (internet browser) has to retrieve much more information from the server - this takes time! With certain websites this is pretty unavoidable, especially if you have a website that is multi-media based (high quality video/audio essential). If you feel that you can reduce the quality of some of the media on your website - images and designs that are away from your homepage - its certainly worth the effort to render those down to a lower resolution, your load speed will certainly thank you for it!
If you should have any issues or have any questions regarding this topic please contact us via a support ticket (open a ticket) with our hosting department and we will get back to you as soon as possible.....