Why web performance becomes a critical factor in your online marketing success, and how to master it.
Imagine you were browsing Facebook on the train to work. You click an advertisement with the high expectation that you have found the perfect gift for your friend. And all you see is the loading symbol. Time passes (about 5-20 seconds) and you are still waiting for a page to load. You get frustrated with waiting and have another idea for a gift. You exit the page and search for another gift. This scenario is not good for the business placing the ad nor is it good for Facebook. Slow loading websites ruin the user experience for everyone and sabotage potential sales.
Ben Sufiani, a Growth Marketing expert from Cologne, Germany, comments that it is very important for online marketers to prepare their websites for the experience after the initial click. Sufiani says ‘this is where a lot of potential sales are lost.’ He mentions that he sees this when comparing his clients’ Facebook analytics to their Google analytics. ‘There is a major difference with a lot of visitors not showing up on Google Analytics at all because they have abandoned the page before it properly loads.’
Facebook’s recently updated blog says: ‘As many as 40 percent of website visitors abandon a site after three seconds of delay.’
Facebook continues to say: ‘We’re making an update to News Feed to show people more stories that will load quickly on mobile and fewer stories that might take longer to load.’
This means if your website is slow and you are marketing on facebook with any external links, in your posts or ads, you will be penalized.
There are many factors that create poor web performance. Factors like physical distance from server to a client, network speed, how well your content is optimised and what infrastructure you use to deliver your content at the highest speed.
Typical challenges of web performance optimisation
Optimising your page speed is an expensive, complex and a time-intensive task that requires constant investment into development resources. In most cases, you could really need expert advice – which you don’t always have access to. Just think about all the third party integrations you’re using on your website – like social media plugins or advertisement libraries. Which of those makes your site slower? And does your CMS work smoothly with all the other components around it? Did you take images sizes into account? How many HTTP requests your users have to wait for? How do you distribute your site, with a CDN? And how can you make sure your website’s code runs smoothly on every device, even with a slower 3G connection?
To eliminate all pain points of poor performance you’ll have to gain lot’s of knowledge first, and then translate into certain action. This is not only one task, but a whole bunch of expert-work from analyzing and interpreting the metrics, to prioritization to getting-things-done. And as technology is developing faster than ever, this most likely will be a recurring task without end.
That’s why especially for small to medium eCommerce businesses automated speed optimisation solutions like wao.io can be a time-saving and cost-effective alternative. Its key feature is the automated and ongoing web optimisation without having to meddle with your website’s code; a simple change of DNS entry does the trick. But if you decide to hire an expert, wao.io additionally provides key metrics for performance to allow fast manual optimisation as well.
This minimizes your expenses and supports you in maximizing your turnover.