How Loading Time Affects Your Wallet

When your web page is loading, every second counts – if it’s not quick enough you will feel it where it hurts most: your wallet.
According to a great infographic from Kissmetric, pages that load slowly lead to more abandoned pages. This can be detrimental to your site and income if not addressed properly. Page abandonment means fewer purchases, clicks, conversions and ad sales. So any which way you cut it, slow websites are bad. This study shows that,
A 1-second delay in page load time yields:

  • 11% fewer page views
  • 16% decrease in customer satisfaction
  • 7% loss in conversions

This doesn’t allow for a lot of wiggle room when working with your website, but also illustrates that web page speed is extremely important.
Website visitors expect slower loading times when visiting a website from their mobile device, but standard web pages should have loading speeds of around 2-3 seconds. Kissmetric mentions in their study that 40% of the internet users they surveyed said that they will abandon a website if it takes longer than 3 seconds to load.   
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.” – Kissmetrics
The good news is that as a website owner you have full control over the speed of your website. There are many small steps  that you can take to improve your loading times and lower your abandonment rates.
Follow these simple steps to power boost your website:


By removing a few components from your website you can decrease the number of HTTP requests from your site. Make sure that your site is still functioning and easy to navigate, but work to cut down on any unnecessary frill.

Enable Compression

Web browsers now support compressed websites, meaning that if you run a large site you can use compression to zip your website and help it load faster. Yahoo states that performing this step could reduce your load speeds by 70%. Compressing works best for sites larger than 100KB, but can give a small speed boost to smaller sites. For easy instructions on how to optimize your website with gzip read this blog post.

Optimize Images

Images are increasing in quality, color and size as internet connections get faster. When designing your website you may have chosen high quality images, but this may not be a good thing when it comes to load times. By optimizing your images (aka making them smaller in size and quality) you can help your website load twice as fast. Be sure that you are cropping images rather than using parameters, decrease the color depth as much as possible and use jpeg images for best results.

Reduce Plugins

Plugins are great – they are an easy way to get the best results from your website. Sometimes, with too many plugins, plugins that aren’t updated or plugins that are no longer supported, your website can slow to a crawl – or even a stop. Be sure that the plugins you are using are absolutely necessary and that they are always updated to the newest version to keep your website at a breakneck pace.  
These methods are only some of the ways that your website can load faster and avoid page abandonment. If you are interested in learning more about keeping your website up to speed you might want to check out this handy development tool from Google. If you run into trouble with your loading speed with your Midphase account, be sure to create a chat with our 24 hour technical support team, or create a ticket within your CHI account.

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