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Improving Your Website’s Loading Speed

Improving your websites loading speed

According to research carried out by developer Patrick Hulce, approximately 60% of the total loading time of a page is caused by scripts that feature adverts. Following this report, the team here at Absolute Digital Media have combined their expertise to maximise your sites performance.

Ad Code Is Slowing Down Browsing Speeds

Hulce collected data from mobile and desktop versions of popular websites and sampled programmes written in the Javascript language to identify what type of activity prolong a pages loading time.

The Result?

The Javascript code that enabled Google to place ads on page and analyse activity increased the time a page took to load so much so that the load time could increase by up to two-thirds of a second.

However, there were other ad-serving scripts written in Javascript that results in longer delays including the WordAds script for WordPress blogs. Shockingly, the WordAds script for WordPress blogs could delay a pages loading time by 2.5 seconds.

Despite this, not all page speed delays are a result of ads and analytics. There are several other factors that can make some pages very slow to load including large file sizes, network delays and hosting platforms:

Rank Name Usage Average Impact
1 WordPress 135,176 113 ms
2 Shopify 227,933 163 ms
3 Squarespace 86,605 412 ms
4 Hatena Blog 53,675 516 ms
5 Wix 158,466 1153 ms

 

While WordPress has the lowest impact on your site speed, Wix can increase your sites loading time by 1153 ms.

How Important Is Website Speed?

As people’s attention spans continue to decline, the speed of which the pages on your site load is becoming increasingly important. When a user clicks onto your site, they expect a quick result and do not want to come across any problems such as pages that do not load correctly. In 2017, Google revealed that users expect websites to load ‘within three to four seconds’. However, with 40% of internet users likely to abandon a website if it doesn’t load within three seconds or less, it’s important to ensure that your site loads as quickly as possible. Sites that take longer than four seconds to load are at greater risk of the user visiting a competitor’s website, and Google is making this a focus in the 2021 May Core Web Vitals update.

Core Web Vitals

The Google Core Web Vital update is coming in May 2021 and page loading speed is a key factor. Google are now tracking your website’s Largest Contentful Paint (LCP) whichtracks the time it takes for a page’s main content to load. Google tracks the largest thing to load on the page, be this an image, video or set of text. Google will time how long it takes this content to render and apply this to the overall page loading speed.

For ideal loading speed, your LCP should be 2.5 seconds or faster to reach the quickest overall page loading speed. Read our guide to Core Web Vitals here for more information on how to  optimise your loading speed.

Why Visitors Are Leaving Your Website

There are several reasons why a user may leave your website from its design and the content on the pages, to your navigation structure. To reduce your sites bounce rate, we suggest:

Making Your Web Content More Readable

There are a few things you can do to ensure that your content is easy to read. For starters, making your content scannable is an effective way to ensure that your content makes a good impression. This will also help to prevent readers from getting bored and will make it far easy to navigate. Today, people want to be able to find the information they are looking for quickly so by using subheadings, you can make your website appear much less intimidating.

Designing Custom Images

While it is easy to download stock images, you should never use stock photography on your website. Not only are they over used, but they are unlikely to mimic the product or service you are selling. By designing your own custom images, you are presenting your audience with something unique.

Adding Internal Links Into Your Content

Not only does inserting internal links into your content allow you to choose which pages you want to direct users to, but it will also improve the speed of which your site is indexed. When Google crawls a web page containing internal links, the search engine can identify the content that is not already available in its index and begin to index it. Adding internal links into you content will also help to improve user experience.

Adding Other Types Of Content

When it comes to uploading content onto a site, many automatically think of blogs and guides which, while effective, are all heavily text-based forms of content. A great way to segment larges pieces of text is with images and video. By inserting images and video within your content not only are you better engaging the read, but they are more likely to remember what they have read. In fact, when an image is paired with a piece of content, you are 65% more likely to remember it. In turn, this will influence people to stay on your site and explore other pages.

Site Speed For Search Engine Optimisation

The speed in which your site loads plays a major part in SEO too. In short, a slow page speed means that Google is limited to the number of pages that it can crawl using your allocated crawl budget which could negatively impact your site’s indexation. It is also an important part of user experience as pages that take longer to load often have a higher bounce rate.

Ben Austin CEO of Absolute Digital Media suggests that:

“Making visitors stay on your website for longer is becoming increasingly difficult but by updating your site on a regular basis, keeping content concise and ensuring that each web page and blog post provides value to your audience, you can reduce bounce rate and increase conversions.”

Mobile Speed Optimisation

At the start of 2018 Google revealed that page speed would become a ranking factor in mobile search. Following the update, Zhiheng Wang and Doantam Phan stated that: “It will only affect pages that deliver the slowest experience to users and will only affect a small percentage of queries. It applies the same standard to all pages, regardless of the technology used to build the page. The intent of the search query is still a very strong signal, so a slow page may still rank highly if it has great, relevant content.” Since then, mobile page speed has become the next biggest ranking factor for mobile searches.

For more information about how you can boost your sites performance, get in touch with a member of our expert team on 0800 088 6000, today.

To find out more about the digital marketing services available at Absolute Digital,
get in touch on 0800 088 6000 or fill in the contact form below.

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