Why speed matters?

What difference does it make if your websites loads one or two seconds faster or slower than your competition?

For one, Google has put the speed of websites on the agenda. According to them using the internet should be as fast as flipping the pages of a book or a magazine. The loading time and connection speed of websites is already a factor in the Google page rankings. So if your website is slow, you will get a lower Google ranking.

But what is the real effect of a fast or slow loading website, and what is “fast” or “slow”…?

Research showed that 33% of broadband users will leave your website if it takes more than 4 seconds to load (Akamai, 2006). Tests by Amazon showed similar results: every 0.1 second increase in load time decreased sales by 1% (Kohavi and Longbotham 2007).

Let us take an e-commerce website as an example to see what this actually means in money loss. Let´s say your pages take 8 seconds to load. Your average product costs usd 100 and your average conversion rate(how many visitors actually buy something) is 2%. Your average number of visitors is 2.000 per day. This would mean you lose at least 33% of your 2000 visitors after 4 seconds. That is 660 visitors. 660 x 0.02 = 13.2 of them would have bought something of usd 100 => you are losing usd 1.320 per day..!

The good news is, we can do something about it…! We can analyse your website with a Speed and Stress test. The Speed test will show the loading times of your website in general. It also compares it to websites of your competitors.

Besides testing the loading speed of your website, another factor of importance is how much concurrent visitors your website can handle. Because in general, the more visitors you have, the slower your website gets. With our Web Stress Test tool we can simulate an x number of visitors and measure the effect on the loading time of all pages. This can become an issue when you will have more than 2.000 visitors per day, or for instance when you have a Magento shop. Magento is notably more demanding on server resources and will be slower than an average html website. But there are plenty of tricks to speed things up, so you will not lose any sales.

After testing your website, we generate a report that has constructive advise on how to speed things up..!This might mean adding a CDN, start using Global Load Balancing or get faster Cloud servers.