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

The Best Tools for Website Performance Analytics

Tools for website analytics

Currently, there are plenty of tools helping to keep track of website performance. They all check almost the same set of indicators influencing the page speed. However, among about 15 popular tools used for website performance analysis, there are three of them which are used most often. These are: 

  • Google Analytics
  • Google PageSpeed Insights
  • GTmetrix

Google Analytics provides basic information about your website performance, which is enough to monitor the state of your resource and to adjust it to fit the performance requirements. Google PageSpeed Insights and GTmetrix, except an in-depth analysis, provide comprehensive suggestions on the ways you can fix the detected issues.

To get maximum information, you should analyze three types of pages, namely, homepage, category page, and product page. After this, you will get the full list of pain points throughout your site and, thus, you will not have to guess which factors affect your store performance the most.

Final Thoughts

Page load speed is a crucial metric for any online store because a slow site causes a great number of problems for e-commerce business. 

If you spend money on the promotion of a slow online store, you will never achieve your goal. You will not only lose current sales but also will not get new customers. It is equally important that you, as an e-commerce business owner, will suffer significant reputation losses. Dissatisfied customers will leave your store and order from your competitors.

In most cases, the only issue you can blame is website performance. The best practices described in this article will be a salvation for your business and let you forget about poor website load speed and dramatically low conversion rate.