The load time of a web page is a seriously important part of a website’s user experience as many websites visitors care about the speed of a website when they are browsing.

Why website speed is important?

The following areas of your website can be effected with a slow website:

User experience

The overall user experience of a website is paramount to how a visitor uses your website or their opinion of your website. Kissmetrics reported that “40% of people abandon a website that takes more than 3 seconds to load”. That is nearly half of a websites traffic that would abandon if your website is slow. If a user finds your website loading too slow this could lead to a poor experience and you risking losing that customer to a competitor or back to the search engine to find a suitable alternative.


Kissmetrics reported recently that a “1 second delay in page response can result in a 7% reduction in conversions”. Risking conversions on your website means you can be losing product sales or losing leads you have tried hard to generate. This then can affect your bottom line and in the long term reduce your revenue.

Brand Perception

The knock on effect of the above can potentially have an effect on your brand as a survey done by akamai and showed that “44% of users would tell a friend if they had a poor experience online”. This means brand perception, conversions and user experience can be affected not only by the original user but their friends as well.


Part of Google’s algorithm involves page speed for a website this includes desktop and mobile sites, the search company Moz have pointed out that speed has affected one percent of search queries but this could be because there are more than 200 racking signals Google uses. Other companies have shown that speed can help improve ranking and help you gain more organic traffic. Even though speed is just one factor of a websites ranking, it shouldn’t be ignored as ranking signals can be boosted by Google at any given point.

How to check website speed?

You can check website speed using the following tools:

  • Google Analytics – Google analytics can check and monitor site speed, this provides a general overview of site performance.
  • Online speed tests – There are several tools available which can benchmark your website speed, these will show the raw speed of the website without taking into account internet connection speed.

Monitoring site speed and making sure you constantly deliver a fast website to your users is vitally important now and even more into the future.

If you would like a website speed test and report get in touch with us and we can provide the details you need to understand our websites performance.