Why Businesses Should Fear Poor Web Performance

Posted by on November 11, 2013 in Marketing, Sales 2.0, Web Design [ 0 Comments ]

Website load rates influence the success of B2B marketing strategy.You have your morning ritual. You wake up, maybe exercise and get ready for the day. You also need a hot cup of coffee if you’re like 83 percent of the adult population in the U.S., according to a National Coffee Association survey. While some get satisfaction out making their own brew at home, there are millions of others that head out to a coffee shop.

But the trouble is the wait time. You walk in the door, see the circuitous line of people, glance at your watch and are forced to make a tough decision: Test your patience (and possibly be late for work) or bite the bullet and leave without caffeine. This is reflective of the experiences of countless individuals searching the Internet for products and services. And the problem seems to be getting worse.

Related: Web Design 101: How to Create User-Centric Product Pages

The Great Website Slowdown
You can’t deny the Web is an irreplaceable resource for reaching your customers, but you need to be smart about how you develop content for their site so it doesn’t lag behind. Many marketers recognize the importance of their companies website as a tool for outreach, brand visibility and, increasingly, an e-commerce platform. However, if the growing trend in retailers’ websites is any indication of the future of Web performance, many companies will be in for a rude awakening.

Related: Get insights into how to handle online marketing

A Radware report from March 2013 found the time it takes for a website to load increased by 22 percent between December 2011 and 2012. But the cloud data center security firm’s fall 2013 report, “State of the Union: Ecommerce Page Speed & Web Performance,” provides even greater motivation for companies to speed up their load times. Websites that are delayed by just one second experience a 3.5 percent drop in conversion rate, shopping cart sizes are 2.1 percent smaller and they receive a 9.4 percent reduction in page views.

Be Resourceful, Be Organized
While other companies continue to create more expansive and complicated websites, you should go against the grain. Keep your site crisp and digestible. There are a few ways marketers and Web designers can do this.

  • Keep the cache closer to your users. You might do this by utilizing a content delivery network. According to the latest Radware report, this can reduce load times by 30 percent.
  • Condense images and text. Pictures and other visual content are generally what slow a website down, but compressing these can improve performance.
  • Prioritize which scripts load first. Load the most essential scripts first – the ones users will likely use to navigate your page. If you’ve got third party scripts, such as ads and widgets, it may be a good idea to let those load later than essential content.

Related: A Bright Outlook for Landing Page Optimization

Don’t blame the browser. Instead take a good, hard look at your website and measure load times. They can either help you or hurt you, depending on the speed. Buyers aren’t becoming more patient to deal with delays, so look at Web optimization to improve marketing effectiveness.
(Image: via shutterstock.com)

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