Understanding and Optimizing Your Website Speed

 

What is Page Speed?

Page speed is the amount of time it takes for the content on a website’s page to fully load. In a world where people have come to expect instantaneous results, faster is better.

In fact, nearly half of web users expect a site to load in 2 seconds or less, and they tend to abandon a site that isn’t loaded within 3 seconds, according to surveys done by Akamai and Gomez.com.

But how long do most websites take to load?

The standards many have been using for page load time come from a study conducted by Geoff Kenyon where he compares website speed against the rest of the web:

• if your site loads in 5 seconds, it is faster than approximately 25% of the web
• if your site loads in 2.9 seconds, it is faster than approximately 50% of the web
• if your site loads in 1.7 seconds, it is faster than approximately 75% of the web
• if your site loads in 0.8 seconds, it is faster than approximately 94% of the web

So how can you determine how your website stacks up?

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How to Determine Your Page Speed and Score

Here’s how to measure how your website stacks up:

1. Hop into your website’s Google Analytics Site Speed reports. This will give you an idea of how your site has performed over various time periods and the load speed of each of your pages.
2. Enter your site’s URL into Google’s PageSpeed Insights Tool. This will give you a report card on your website’s speed performance on mobile devices and desktop. The report comes with some recommended actions you can take to improve your site’s speed.
3. Check Pingdom’s website speed test to find out the speed, rank and percent faster than the average of Pingdom’s tested websites
4. GTMetrix will provide a comprehensive look at your site’s speed optimization status.

Note: Don’t puzzle yourself when you see different speed timing in Pingdom and Gtmetrix. As Pingdom will show you load time (The time it takes to show the first result of your website—that’s what google counts and you should too) and GTmetrix will show you full load time (The time it takes to show full page with it’s full functionality running).

For further understanding, it’s always good to see the speed waterfall from both tools.

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Why Does Page Speed Matter?

Bridging the gap between user expectations (2 seconds) and average website load time (5 seconds) is the goal of page speed optimization and the tactics we’ll outline later. But why exactly does page speed matter? It comes down to 3 main interconnected reasons:

1. Speed Kills UX

User experience is probably the most important reason you should care about website speed, so we’ll start here.

People don’t have the patience for slow loading websites anymore. In the beginning, just connecting to the internet required a tolerance that just doesn’t exist anymore.

Today, people are constantly online and you’ve got 3 seconds maximum to display your page or they’re gone. More than 3 seconds creates a poor user experience and the bar is only going to get higher in the future.

2. Speed Kills SEO

User experience is actually the driving force behind the SEO implications of site speed. While Google has been slow to officially reveal whether slow websites would receive ranking demotions, it appears that those days are coming. You need to make sure your website is ready.

3. Speed Kills Conversions

Your site speed’s effect on conversions is what should really catch your attention. How can you move people through your funnel if each step takes forever? Your super-fans will do it, but those new, hesitant people who are prone to buyers-remorse will bounce.

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8 Tactics to Make Your Website Load Faster

Speeding up your site is not necessarily going to be a snap. If you have a small, light site you may just need to try a couple of tactics on this list.

However, large, older sites with a lot of code and content may require some persistence and the implementation of several tactics on the following list.

Here’s where to start:

1. Leverage browser caching:

When you visit sites, your browser often caches pages on the site to speed up load time.

Browser caching stores webpage resource files on a local computer when a user visits a webpage, so leveraging browser caching is when you instruct browsers how their resources should be dealt with.

Things can slow down when the response from your server does not include caching headers or if resources are specified to be cached for only a short time.

Leveraging caching will load your pages much faster for repeat visitors and so will other pages that share those same resources.

Here’s how to do it

2. Optimize images:

If images load faster, your site loads faster, period. Google notes that “…images often account for most of the downloaded bytes on a page. As a result, optimizing images can often yield some of the largest byte savings and performance improvements.”

This means that you can get some big improvements when the images on your pages can be optimized to reduce their file size without significantly impacting their visual quality.

Here’s how to do it

3. Minify HTML, CSS & JavaScript:

Minifying removes any unnecessary characters that are not required for the code to execute.

Sources of redundant data that you can remove includes code comments and formatting, removing unused code, using shorter variable and function names, and more.

Here’s how to do it

4. Enable gzip compression:

Gzip compression drastically reduces the size of files sent from your server when someone visits your website. This will speed things up considerably.

According to GTMetrix,

“The reason gzip works so well in a web environment is because CSS files and HTML files use a lot of repeated text and have loads of whitespace. Since gzip compresses common strings, this can reduce the size of pages and style sheets by up to 70%!”

Here’s how to do it

5. Reduce server response time:

Server response time is the amount of time it takes for a web server to respond to a request from a browser. This is a key issue to address because if your server response time is slow your pages will display slow, no matter how optimized your pages are for speed.

Google says you should reduce your server response time under 200ms. So how do you make this happen?

Here’s how to do it

6. Avoid landing page redirects:

Your site can really slow down when you have more than one redirect from the given URL to the final landing page. This sets off a redirect loop that takes time to process.

Here are a few examples of redirects that can slow things down:

example.com → m.example.com/home - multi-roundtrip penalty for mobile users.
example.com → www.example.com → m.example.com - very slow mobile experience.

Here’s how to do it

7. Prioritize visible content:

This is the exact message you’ll get from Google’s PageSpeed tool when additional network round trips are required to render the above the fold content of the page.

This “above the fold” content is what you see on a desktop or device when you visit a page. So prioritizing visible content is the recommendation that you prioritize things so that essential elements on your page load first (and quickly) for users and that you defer secondary page elements like social sharing plugins, analytics javascript, etc.

Here’s how to do it

8. Eliminate render-blocking JavaScript and CSS in above-the-fold content:

JavaScript and CSS resources often prevent your page from displaying until they’re fully loaded. This is often a good idea, since the premature display of your above the fold content can look pretty grotesque.

However, this is a common message you’ll get from Google about site speed, and addressing it can really take your page speed up a few notches.

Here’s how to do it

Note: This is the hardest thing to fix for most people. There are WordPress plugins that just do it but they can make your site look like Frankenstein on every load.

Want lightning-fast, Google Cloud-hosted WordPress sites? Contact us today!

Build Better Websites & Funnels

In this day and age, any business that wants to thrive must go online.

With so many things going on worldwide and global changes that will forever impact the way people live and do business, going online is no longer just an option.

Not only to maintain their success but even just to survive.

Sure, there are already available tools that any business can use to run their entire company and processes digitally.

However, any minimum amount of research will tell you that most of these products are expensive, complicated, and limited in customization.

In other words, not very user-friendly, and definitely not suitable for all business owners, especially those who are less tech-savvy and might even be on a budget.

I mean, who can afford to invest thousands of dollars a month into a bunch of complicated tools, and on top of that hire employees to manage the systems, right?

Well, if this sounds familiar in any way, I have some good news for you.

As an online marketer and blogger myself, I am always looking for new solutions for these everyday challenges we face as business owners.

Today, I am very excited to introduce you to my latest discovery.

Groove is, by far, the best way I have found to be able to build websites, sales funnels, and sell digital products online.

The best part? It’s FREE.

But the free value does not end there…

You see, Groove is not just a website and sales funnel builder.

The co-founder of Groove, Mike Filsaime, is actually a veteran in the Internet marketing space and has put all his experience and expertise into one of the best suites of marketing tools I have ever seen.

I’ve also signed myself up for an account (it’s free), and for the past few days, I’ve had the chance to play around with it.

And you know what?

I can definitely tell you that this 100% free tool is perfectly capable of running your entire business, maybe even better than some of the expensive complicated tools out there.

I’m not exaggerating by any means…

From what I’ve seen so far, Groove.cm includes everything that I need to run my online business, all for absolutely free.

Here’s just a quick list of what I’ve gathered so far:

FREE sales, page, and funnel building platform

Possible to build my own branded websites with full navigation

Can integrate with my own custom domain name

Able to sell my products with what they call a 1-click upsell

Capability to integrate upsells, downsells, and order bumps

Even has a way to create my own powerful affiliate program for my products!

And that’s just for starters because there is so much more for me to explore!

I’m not even joking when I say that I am planning to change my ENTIRE online business over to GrooveFunnels!

I mean, why wouldn’t I?

It’s FREE, and it’s probably the BEST suite of marketing tools I have ever seen in my life.

By the way, there’s more…

I didn’t even mention some of my favorite benefits of Groove.

As a member, I’ve also received a TON of community benefits.

I’ve been able to join their private Facebook group, connect with marketing experts inside, get help with all my problems, access private training within their own academy, ask questions through their helpdesk, and meet other like-minded entrepreneurs just like me to make the best use of these tools.

So, if you’re like me… Striving to grow your business, looking to learn more about marketing and getting to know some of the best in the industry at a more personal level, then you won’t want to miss out on this opportunity.

Sounds great, right?

But you might be asking… what’s the catch?

The catch is that Groove is free, but for a limited time only.

Groove is in its pre-launch phase, which means that many of the products have still yet to fully launch.

When they do, and as the products continue to get upgraded, Groove may no longer be free anymore.

This means that now is the time to sign up for your free account, which would also qualify you for the additional software upgrades that they make as time goes on.

Awesome deal, right?

It’s called being at the right place, at the right time.

And that’s where we’re at right now :)

Don’t wait any longer, because I’m honestly unsure when this free offer will go away.

Do yourself a favor and sign up for your free Groove account right now, and I will see you inside of the Facebook group.

How to Avoid Having an Ugly Website

 

Websites are important for every business. In today’s digital age, having accessible online information is crucial for success. Just having a website isn’t enough, though. What matters is what’s on your website.

Website content needs to be geared toward making the consumer want to interact and engage with it. So, let’s take a look at what not to do when creating an appealing website, and I’ll show you what you should do instead along the way.

 

You’ve read this far for one of three reasons:

• You want to learn how to optimize your website for the best consumer engagement and interaction
• You’re worried that your website is ugly and came here for peace of mind that it isn’t
• You had nothing better to do and the catchy title of this article made you blow a little air out of your nose, which, in today’s digital age, translates to one “lol”

No matter the reason, you’re here for a solution, so let’s dive right in. Before we discuss any more, take a look at this website: http://thebiguglywebsite.com/. Don’t worry, it’s safe for work!

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Are your eyes bleeding yet? I wouldn’t blame you.

We know your website can’t possibly look this bad, and we also know that this website is TRYING to look bad. Now, what are the chances you scrolled down to see what was listed on this site? If they gave out a million dollars at the bottom for clicking a link, chances are that you wouldn’t have walked away with a penny.

Why is this? Consumers don’t want to engage with unattractive content. Think of your own website content for a moment. If somebody looked at it and felt the same way you just felt, do you think they would stay and interact with it? Probably not.

Start by thinking of all the things you’ve hated on websites you’ve visited in the past. Chances are, one or more of these was on your list. If they weren’t, they will be now.

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1. Ugly domain

Do you find it easier to go back to a website with a simple domain like website.com (an example), or do you prefer to type in randomwebsite123.org/data0=184/net%/ (another example)? You may be saying, “But hey, I just Google the name and click on the link!” Sure that might work for you usually, but would you be happy having to find your favorite and most visited websites by Googling them every single day? You’re better off having a website that people can remember if they choose to. A consumer’s first impression of a website is largely design-related, so don’t you think some of the people in that category want to see a neat and tidy domain? Of course, they do!

2. Long loading times

I considered leaving a bunch of blank space here so you would have to scroll down and waste your time to prove my point, but I decided to make you read this sentence instead.

Consumers hate waiting. This is the digital age of instant information. It takes consumers only a split second to form an opinion about your website. That tiny amount of time shouldn’t be spent on a blank loading screen! Even worse than that, if there is a long loading time every time a consumer tries to interact with your website or navigate the different pages, they are going to get increasingly annoyed.

Here is the worst-case scenario: You have a consumer who is ready to buy from your online shop, they start gathering up products into their cart, then they get fed up with waiting and instead buy from your competitor. Want to avoid the tragedy? Keep it fast!

3. Complicated or overwhelming interface

Does your website have too many buttons on it? Are people being bombarded with information? People are being trained to ignore huge amounts of website content due to websites crawling with ads. Keep it simple and focus on important topics or focal points that they can engage with. With plenty of consumers abandoning a site due to poor design, you can’t afford to hide your crucial information in text garbage. Don’t lose consumers because they can’t find where you hid the crucial information on your jumbled page.

4. Automatic music or videos

Many people listen to music while they work or surf in their free time. If you’ve ever noticed a little speaker icon on the right side of your internet tabs, it means that sound is coming from that page. Many people’s first instinct is to kill that tab because it’s forcing disruptive sound onto their experience, and auto-playing audio or visual content can cause valuable consumers to leave your site.

If you have videos on your main page, great! Just make sure you let people click the play button on their own. At the very least, it will give consumers a chance to silence their other music and video sources before they listen.

5. Website doesn’t scale

Do you always look at a website on your computer, or do you sometimes use your phone or tablet? Don’t you hate it when you’re interacting with website content on your phone and you have to scroll all the way to the right to read the full line and then scroll all the way back for the next line? It’s terrible! Make sure your website bends and twists to fit every screen—this is called responsive web design, and it’s very important. If people don’t realize your website actually operates differently on their smaller screen, you’ve done something right.

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Your website content is one of your most important marketing tools. Whether or not people engage can mean the difference between one dollar and one million dollars in revenue. It’s worth it to take the time to make your website beautiful.

Business Website Essentials

Telling a small business owner to “assume the perspective of your customer” is one of those classics easier said than done problems. It’s not for lack of trying, but owning a small business isn’t just a job, it’s a lifestyle. And when you put that level of passion and commitment into something, your unique familiarity with it can be tough to shake.

Yet this is the simplest way to quickly optimize your website. By deeply considering your customer’s perspective and buying journey, we can make decisions that put everything in the right place for the customer to easily and quickly complete their interaction with your business and maybe even leave a nice review to boot.

While it’s absolutely essential to have each of these elements be part of your website, the specifics of their presentation need to be in consideration by your specific customer demographics. Most notably will be the difference between the information on an online store, where the priority is to drive sales, versus a traditional brick and mortar business, where the priority is to get them to visit you.

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The must-haves

Contact information

Much of your web traffic will be coming from customers looking to use your website as a tool to communicate with you. Whether by email, phone, or in person, the information that helps them accomplish this needs to be a top priority. Placing an easily found “contact us” link in the top right corner of your website is never a bad move. But if your customers aren’t web-savvy, consider putting your address, phone number, and hours of operation right on the home page. Additionally, if your business location is a little off the beaten path, consider using a map application on your website to help people better understand your location.

Product information

This is a growing priority for small businesses online, as a huge number of searches now happen on mobile with the intent of “in the moment” product research, sometimes even in-store. This means that the more specific information you can have online about what you sell, the better. This may even lead to customer conversions while they are in a competitor’s store.

Keeping an up-to-date and functional product catalog online can be a lot of work, but it is most certainly worthy of consideration given the potential value. This is particularly important if your demographic skews younger and more web-savvy.

Business description

Give a quick, easy-to-find snapshot of your business and history available for people interested in learning a little more about you. Keep in mind, if people are looking at this part of your website, they are likely close to buying. Make sure you put in a little marketing effort here to help seal the deal. Make it concise but include things like business history, location, relevant achievements, and philosophy. It’s also not a bad idea to include customer testimonials if you have them.

Quicklinks to social channels

Social platforms like Facebook, Instagram, and Twitter are all great tools to help foster a direct line of communication between your business and its biggest fans. Your website should prioritize getting those follows and likes as easy as possible by installing a quick link widget into the footer or header of your website. That way, no matter where your customer goes on the site they are always one click away from connecting with you on Social.

Content/media

It’s becoming more and more common to see small businesses feature active content strategies and it’s easy to see why:

1. Content is authentic - No one likes being sold to, and content is a great way for a business to build a relationship while leaving the hard sell on the shelf.
2. Content is made for local - A good content strategy can help a business establish itself as grounded in its local area through authentic stories that are for and about their community.
3. Content is hyper-targeted - Based on how you answered the first three questions your website, at least a little, is likely targeting customers at a specific part of the sales funnel. Having a fully realized content strategy allows you to add balance to your site. For example, if your site is designed to drive new sales, perhaps the content can be targeted toward customer retention by adding value to those people already in the fold.

Easy content strategy win = how-to videos

These can be extremely effective and easy to produce. Plus, creating how-to videos gives you the platform to demonstrate your expertise. Double-win if it’s related to your business.

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Putting it all together with design

When considering design and layout, it’s completely appropriate to look at it as an opportunity to infuse some of your business’s personality into your website’s look and feel. But heed this warning: design is where it’s most critical to consider the customer’s perspective. Too often small business owners create a website that works perfectly for themselves while failing to consider how it will work for their customers.

Here are two top-level considerations when choosing a design.

Mobile functionality is king

This has to be top of mind at every stage of design. While most modern design templates are mobile functional, it’s worth taking a second look at the ones that do it best. And if you haven’t updated your website since the inception of the smartphone, you might want to think about a redesign.

Keep it simple

You may have noticed that this article really pushes the need for priorities. With that in mind, consider putting only the most crucial information on the home page. Your home page must include easy links to contact info, product info, and business description. After that, it becomes really dependent on your goals and objectives. But when considering the perspective of your customer, oftentimes less is more.

Build for speed

By keeping things simple and prioritizing mobile functionality you are likely also building for speed. But this point is critical enough that it bears repeating. Your site needs to be fast! According to a study from Forrester Consulting, 40% of shoppers will wait no longer than 3 seconds of load time before abandoning a retail website. As well, Google uses load time as a factor in determining your search rank so a slow site might even be keeping customers from finding you when they look online.

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Final thoughts

All in all, it’s a pretty swell time to be building a website for your business. Hosting is cost-effective and secure, design templates have never looked nicer, and there is plenty of great content out there to help guide you through the process. But if you are ever curious if your website is serving you well, just follow this tip from Kevin Lao at Google: take out your phone, pull up your site, and ask yourself “do you like what you see?” Now go to your closest competitor’s site and ask yourself the same question. Your answer will tell you all you need to know.