Reasons to speed up a website

Performance matters! This fact has been proven by research agencies and e-commerce business owners, who were able to see themselves how poor performance may affect the customer’s behavior. Without exception, online store owners dream of significant traffic and successful monetization of their business. However, unfortunately, not everyone manages to reach their goals.


Why Should You Improve the Website Performance

Indexing, ranking, and conversion – these are three words that you should always remember when it comes to the expediency of the website performance optimization. The speed of new pages indexing, the ranking of a site in Google search, and the conversion rate depend directly on the site load speed.



The faster the website’s pages get into the index, the faster they will become visible to the search engine. Search robots have a specific time limit for indexing of every website. Therefore, the longer the content loads, the fewer pages will be indexed in the allotted time. Otherwise, the search engines may consider your website unavailable at all. 

Only one piece of advice: if you want to get rid of indexing issues – start from the performance optimization!


Search ranking 

“Google only loves you when everyone else loves you first”

Wendy Piersall

The website performance is one of the 200 metrics that affect its ranking in search results. Today, when behavioral factors are overriding, this is especially important. Most online shoppers do not want to wait, and leave the website. Search engines, in turn, consider such behavior as a website failure. The more people interrupt the connection with your online store, the less likely you will reach the desired Top 3, and even Top 10 search results.



The poor performance of the site prevent sales and make the clients to reject your services. In this case, it doesn’t matter how good your content is or how attractive your ads are. You’ll anyway lose a significant part of the customers. 

Numerous polls state that:

  • 47% of e-commerce customers are ready to wait not more than 2 seconds until the website is fully loaded
  • You lose 16% in customer loyalty with every extra second of the website load time
  • 88% responders say they are unlikely to return to the site if their first attempt was unsuccessful
  • 85% of customers want mobile version of online stores to load not slower than their desktop versions

Thus, having decided to improve the performance of the website, you will increase not only the conversion rate but also the loyalty of the customers to your online store.