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18 Jan 2021

How important is website speed to sales conversion?

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How important is website speed to sales conversion?

If your business relies on e-commerce for sales, it is safe to say the most important analytical data is conversion rate. Increasing traffic is great, but if they get there and fail to convert into a sale, the traffic stat means very little. The old idiom of ‘you can lead a horse to water but you can’t make it drink’ rings a bell with this…

When looking through your website analytics, if you find the traffic is high but conversions are low, it could be down to the quality and speed of your website.

Online businesses are familiar with Search Engine Optimisation (SEO), the work done to get the user to visit your website in the first place. What we are now hearing more of is Conversion Rate Optimisation (CRO), arguably the most important member of the optimisation family! This is all about gearing your website up to make the user take the choice you want them to.

Website speed plays a key part in all of this. We have all visited a slow loading, clunky website in the past. You might have landed on the site with the intention of buying, taken the credit card out of the wallet in anticipation, but then you are put off with the slow loading website. In a few moments you have moved onto something else and the online retailer has lost your sale.

There are many research studies available to back this up. They consistently show that fast page speed will result in a better conversion rate.

  • Retailer Furniture Village audited their site speed and developed a plan to address the problems they found, leading to a 20% reduction in page load time and a 10% increase in conversion rate.
  • Amazon has found that every 100ms of latency cost them 1% in sales.

Developer Yegor Shytikov has put together a great blog post comparing site speed to conversion rate. Well worth a read to look at this in more detail. Click here.

As an agency we have learned a lot about e-commerce in the last few years. We wanted to move away from using ‘off-the-shelf’ plugins on WordPress, and offer clients something more bespoke and optimised for their e-commerce business.

We are now a partner agency for one of the most innovative and forward-thinking platforms. We can now build e-commerce websites that tick all the SEO and CRO boxes, delivering websites that make a significant difference to the clients business.

Please get in touch for more information about converting your online traffic into sales.

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