Why Does Page Speed Matter?

Peter A. Liefer II | Posted: September 14th, 2020 | Updated: July 26th, 2022

Page speed is essential to site visitors in light of the fact that pages that load faster give a vastly improved on-page experience for users.

Think about how you yourself feel when you are staring at your screen waiting for a webpage to load. You have fast internet of a full signal on your iPhone, and nothing happens! It could be a really good site with the info you are looking for, but you will never know because you will most likely leave.

We call it “Bounce Rate.” A metric that is the percentage of visitors who enter your site, and then rather staying on the site, go to view other websites.

Having potential customers bounce off your site is certainly not a good thing about a less than optimal page speed. But also, Google says page speed is a signal used by Google’s algorithm to rank pages.

The speed at which your site uploads affects many things – SEO rankings, the web performance and customer experience, conversions, and site navigation. Also, your brand’s image, if your site runs slow, people may think that you don’t really care about the user.

What’s the average page load time?

Web performance from a user’s point of view is measured as the page load time. This is the time elapsed between the moment a user requests a new page, and the moment the page is fully rendered by the browser.

However, fast web pages need to render progressively and display the content as it’s loaded by the browser. The content doesn’t wait until it is fully loaded to be visible.

The user gets visual feedback that the page is in fact loading and the info they requested will soon be available. If they don’t have the visual clue of the page incrementally loading, they will be more likely to leave.

This is where the question of the best load time needs some consideration. There is a range of metrics to gauge user experience. A website loads in stages, some occur at the server level and others take place within the user’s browser.

The 4 basic stages are:

  1. Time to first byte (TTFB), the time it takes to the HTML doc of the site to respond.
  2. StartRender: When the page’s assets begin rendering
  3. Visual Complete: A user can see all the page assets
  4. Fully Loaded: When a page is 100% loaded in a user’s browser and can interact

Here are some stats from “Backlinko” an SEO training company that analyzed 5 million desktop and mobile pages concerning page load time.

Average desktop: The Time to First Byte (TTFB) is 1.286 seconds. To fully load a webpage – 10.3 seconds.

Average mobile device: The Time to First byte is 2.594 seconds and to completely load a mobile landing page, the average time is 27.3 seconds.

The average web page takes 87.84% longer to load on mobile than on a desktop computer.

Around 40% to 50% of people will bounce off a mobile website if it takes more than 3 seconds to load.

Every second counts on Mobile

Even small delays can cause customers to leave your website, especially on mobile devices.

So many people are using smartphones now, which usually have slower connections than desktop computers. This has made Page Speed for your website even more important than several years ago. Google has researched how load times can bounce visitors off your site. From the following research, you can see why page speed is so important.

As page load time goes from:

  • I second to 3 seconds bounce rates increase by 32%
  • I second to 5 seconds bounce rates increase by 90%
  • I second to 6 seconds bounce rates increase by 106%
  • I second to I0 seconds, and the chance a visitor will leave increases by 123%!

Now if the average time is 27.3 seconds for a mobile website to load, this means mobile web performance is in really bad shape for many people. 51.3% of all Internet usage is mobile, making it as important or even more important than desktop.

The number of mobile users will likely keep growing as time goes on. So, to really compete in your industry, optimizing your mobile speed will get your brand on top of your competitors with slower mobile responsiveness.

To really help speed up load times for mobile devices, use AMP (Accelerated Mobile Pages). AMP is an open-source web component framework and a website publishing technology developed by Google which provides fast-loading web content for mobile devices.

 Slow loading pages hurt paid media ads (PPC)

This is a really important concept to understand if you are running Google Ad campaigns or other PPC marketing platforms.

Fast page speed and load time will give your ads a higher quality score.

If your page’s load time is below the regional average – plus three seconds, Google may lower your quality score.

Your landing page for your PPC ad is of utmost importance. If it’s slow to load when your ad is clicked and the bounce rate increases, it can signal to Google that your landing page experience is poor. This also can negatively impact your ad rank.

What makes a website load slowly?

Page speed depends on many different factors such as how many files, images, content, the server, plug-ins, the design, and the coding. The bigger your site is, the more impact it has on page load time. Many free tools can analyze your site speed and will list items to fix and increase page load times.

Better Call PrimeView!

To take care of the many things that can improve site speed takes knowledge of coding and other web development skills. If you test your site and it gets a low score, we can implement a comprehensive plan to optimize your page speed. We can also test it for you with advanced tools and apply the fixes. Get your site ranking higher and higher by contacting us now!