Why Website Performance Matters

August 28, 2017 | 0 comments


Website performance is critical to user experience, search engine and website optimization. Everything about your site impacts how visitors perceive your brand and what percentage of them convert. Here’s why performance website optimization matters.

Your Website Represents Your Brand

Your website may be the first interaction you have with new customers. It tells them what you’re about, what you believe in, and what you can do for them. If your website doesn’t appeal to your target audience, you lose them.

Page Load Time Statistics

If your page doesn’t load in two seconds or less, 40% of users will navigate away. Slow page load times costs you customers. Amazon found each additional 100 milliseconds of page load time decreases sales by 1 percent.

At the same time, higher page load times lead to more traffic and higher conversion rates.

Mobile Devices Increasingly Outnumber Desktop Devices

Page load time matters to people accessing your site on mobile devices. Pages that take longer to load don’t just increase bounce rates, they suck more battery. Researchers found if online retailers converted all their images into compressed JPEG files, pages would respond faster and require less energy to load, resulting in higher click-through rates on mobile.

If your website isn’t optimized for mobile, visitors believe it reflects your brand. Users are more likely to purchase from and return to a site that’s mobile-friendly.


Page Speed Affects WebSite Optimization

Google lists site speed is one of the algorithms it uses to rank pages. If your page loads slowly, your users have a poor experience, you receive less traffic, and you rank lower in search engine results.


The content, speed, layout and design of your website or landing page(s) will directly impact any paid campaigns you may be running. Most campaign platforms assess ad quality and legitimacy of the campaigns by the landing pages they bring users to. Higher relevancy and quality scores will provide a more competitive edge and a lower cost per engagement.

How To Test Your Website

Use online tools to analyze how your website performs. Try typing your web address into one of the following:

  • GTmetrix will give you information on how your site loads and make suggestions on how to speed it up. They provide a report to help detect bottlenecks and allow testing from different regions around the world.
  • Pingdom lets you test your site speed for free as often as you like.
  • Google Mobile Website Speed Testing Tool lets you test your website for mobile devices on a 3G network, as that is what Google states most of the worlds network speed will be until 2020. This tool can be useful for you if your website/brand is global with people accessing it from different locations across the world.

GOOD (tested with Pingdom)


BAD (tested with Pingdom)


Optimize Your Site

Optimize your website for speed and impact to manage customer experience. Arca Interactive builds modern websites, eCommerce stores and mobile apps that engage users and convert leads. We can help turn your website into a fast, powerful tool that reaches more people and sells more products. Whether you want to build a new site or optimize your current one, contact Arca Interactive today.

Justin Arcara
Justin Arcara
Justin is an entrepreneur, web developer, and the founder of Arca Interactive that specializes in website design. Arca Interactive builds high-performing, custom websites for local and national brands.



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