The Need for Speed in Site Performance and CRO: Time is Money!
Estimated reading time: 2 minutes, 10 seconds
A few weeks ago I blogged on the need for speed and enabling http compression within IIS and Apache. There have been recent posts on how http compression and crawl rate are related and how speed is now a ranking factor, albeit a small one. While crawl speed is important the effect of site speed on conversion rate can be far more devastating.
Recently we had a client that ran a live chat application that caused a load delay of around 8 seconds. We obviously got in touch quickly to let them know about the delay but they were unsure of the effect that would have. A load delay of this kind won’t affect the load speed for the crawler, (although WMT did pick it up which we will look at a little later) so really we didn’t have a leg to stand on, until we tested conversion rates.
What we saw was a sharp decline in the “add to basket” goal with an accompanying loss in sales over the first two weeks. Once they saw this they quickly removed the functionality and replaced it with quicker software but the damage was done, they lost 35% of their monthly sales in that month.
What options do you have for site performance?
The Lesson I learned