Does your website load in two seconds or less? If not, you could be disappointing nearly half of your customers. According to Kissmetrics, 47 percent of e-commerce users expect websites to load in less than two seconds and nearly a quarter of them will abandon your website entirely if it takes longer than four seconds. Additionally, 50 percent of customers shop on their mobile phones. In other words, your website needs to load fast and be optimized or your customers will leave.
Page loading times don’t just impact the customer experience, they also affect your site’s search engine optimization. Since leading search engines use page speed to determine your search engine rankings, having a faster site means it is easier for new users to find your business and your products.
The reality is that an e-commerce company can increase revenue by up to 7 percent. This can be done just by making the load time one second faster. So, how can your company improve its site performance and make it faster?
The best practices outlined below can reduce your site’s loading time:
- Improve user experience by optimizing site content: Content optimization is the most popular (and often most effective) method of improving site performance. There are many ways to optimize content. The three techniques that will have the most impact are image compression, code minification and on-the-fly compression.
- Boost website speed with network optimization: Many web operators focus primarily on site optimization and fail to consider the necessity of network optimization. Like the solutions mentioned earlier, network optimization improves speed and reduces latency. It also minimizes the amount of server-side resources utilized by your site. There are two main strategies that can be automated through network optimization solutions: session reuse optimization; TCP optimization and connection pre-pooling.
- Accelerate your website with content catching: Caching is the act of preserving data usually commonly accessed data in easily retrievable memory for future use. By using caching, you reduce the load on your server and increase availability for other functions.
- Maximize availability with local and global load balancing: Speed is only one of the core aspects of site performance reliability is another essential component of the user experience. One way to improve both your sites’ speed and its reliability is through load balancing. For best results, you will need load balancing on both a local and global level.
Your site visitors are looking for a fast and uninterrupted web experience. Positive experiences result in customers who return and refer their friends. Poor experiences result in abandoned shopping carts or a decrease in site visits. One way to fully optimize your site’s performance is by leveraging the Imperva Incapsula global CDN, which has been built with these four best practices in mind.