Responsive website design, Norwich

Is your slow website costing you conversions?

by Mike Amis

Is your slow website costing you conversions?

The loading speed of your website can have a dramatic effect on the many of the key performance indicators of your website, not least conversions and sales.

The expectations of internet users have grown greatly over the last few years and at the same time the converse is even more true; tolerance of poorly performing websites has dropped significantly. The issue of page loading speed has become more important in recent years due in part to the rise in use of mobile and tablet devices. Websites that appear to perform well on desktop computers can spectacularly fail on mobile devices if the appropriate optimization steps are not taken.

According to studies by Forbes and Kissmetrics the time taken for a website to load has a direct impact on user experience with 47% of users now expect a website to be fully loaded in under 2 seconds. Furthermore, 40% of users will abandon a website that takes more than 3 seconds to load.


Fortunately, it is easy to evaluate the performance of your website using some great, free online tools. Most of these tools will give you a performance grade as well as outlining the steps you need to take to improve in some areas.

Google Pagespeed Insights

Google measures the performance of your web page and grades for mobile and desktop performance separately which is useful for spotting bottlenecks in mobile performance that could be costing you conversions. Google also has a very large library of articles and information about how to improve in each of the areas the report highlights.

GT Metrix

GT Metrix offers a more detailed report that Google and the ability to compare results which can be used to measure your website against competitors or before and after testing of your own website as you implement improvements.


Pingdom offers many of the same features as GT Metrix but adds the ability to test your website from servers located all over the world; useful for spotting issues visitors from different countries may be having.


Contact us today for a FREE website performance appraisal and to discuss how we can improve the performance of your website and increase conversions and sales.

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