Did you know that Amazon found that for every 100 milliseconds more in page load time, their sales decreased by 1%? That when Google switched from a 10-result page loading in 0.4 seconds to a 30-result page loading in 0.9 seconds, that it decreased traffic and ad revenues by 20%? Or that when Google Maps worked to reduce their homepage load time from 100KB to 70-80KB, that their traffic went up 10% in the first week, and 25% in the following three weeks? (1) If these statistics weren’t enough to make us sit up and listen, consider for a moment that these came from studies done in 2006 and 2007. For those keeping score, 2007 was the year the first iPhone was released. The explosion of mobile devices into the web space – devices with less processing power and memory than their desktop counterparts, only increases the urgency around this topic.
Your website’s performance directly impacts your revenue, whether you’re using it as a tool to generate leads, sell goods, or even just increase brand awareness. So what can you do about it? For starters, consider a performance audit on your website. This audit will reveal in a negligible amount of time not only how much room for improvement there is on your website but also quick wins that could be extremely cost-effective to put in place. And finally, take comfort in knowing that measuring performance is an exact science, which means you will be able to see the performance statistics of your website before and after any changes are made, then be able to measure your website’s goals against them. What are you waiting for?