Why you should make sure your website performance is up to scratch

February 25, 2013

You know how it is. You’re browsing around the web, maybe thinking about buying something. You click a link to be directed to a website, but it doesn’t immediately go there. You might get an error message; you might just never get to destination page. Are you heading back there? Of course you’re not, why would you? The Internet is so vast that there is no need for any loyalty towards a particular website. If a website doesn’t work, a consumer will head for another.

As far as the consumer is concerned, this action is not a big deal. It’s not affecting the consumer in a massive way. However, for those running the websites, it may well be their livelihood. The website may be what puts food on the table via sales or advertising or whatever else. So from the perspective of someone running a website, it is absolutely imperative that website performance is up to scratch. It could be the difference between success and failure. Web load testing is a good way to make certain that your website is performing as it should.

Time is money

Retail is one area in particular where a high website performance is of fundamental importance. Research has shown that if the load time on a website is increased by 1 second, it will resultantly receive 11% fewer page views and a 7% loss in conversions. 11% less page views represents a significant drop in customers being exposed to your products. Quite simply, if your website isn’t fast enough, you’re going to lose business. An interesting statistic indicated that if it took Amazon pages an additional second to loads it would cost the company $1.6 billion.

Smartphones

So as we’ve seen, it’s crucial that website operators are ensuring that their website performance and load times are good enough for their customers. However, it doesn’t end there. These days, the Internet is not just accessed via computers. With the arrival of tablets and smartphones, there are additional avenues that a web operator needs to consider. Typically it takes a smartphone or a tablet longer to load a website than a computer. ‘Well that’s fine’, I hear you say. Well, not really. A survey was undertaken which indicated that 60% of users expect the load time on their smartphone to be similar to the loading time on their PC or Mac – within 3 seconds. The same survey indicated that if a website doesn’t load on their smartphone within 5 seconds, 74% of users will leave the website.
When we tie the two aspects together; retail and smartphones we can start to see why it’s so important that web operators ensure that they provide good quality loading times for the websites across all platforms. In the second quarter of 2012, 9% of all retail e-commerce purchases were done on smartphones. A survey indicated that 1 in 4 Americans only access the Internet through mobile devices. So we see that there are a significant amount of people doing their online shopping on their smartphone, and factoring in the fact that a customer won’t stick with a website with a poor loading time, we can see that it is integral that your website runs smoothly and quickly on a smartphone. It will affect your business in a negative way if it doesn’t.

Website Performance Testing

There are a few ways to ensure that your website’s performance is up to scratch. Site load testing is very useful; this tool will measure the speed and performance of your website and additionally will help you to understand what will happen to your website’s performance when your traffic increases. Website performance testing is the best way of ensuring that the performance of your website is meeting the demands of your customers.

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