Why Website Speed Matters

speedometerIt seems obvious that the speed your web pages load matter to users. When faced with many possible results on a search page, many web surfers will not wait long before hitting the back button and trying another result. What this means when they do this is that you will have lost a visitor and potential customer – perhaps forever.

On top of all of this, Google, the most popular search engine by far, announced in 2010 that site speed was included in its algorithm for determining what search result to display:

Speeding up websites is important — not just to site owners, but to all Internet users. Faster sites create happy users and we’ve seen in our internal studies that when a site responds slowly, visitors spend less time there.


A number of studies have shown that slow page loading speed kills conversions. Conversions are when you get your visitor to do something that you want on your site – whether it is to buy your product, click on your affiliate link or to signup for your email list.

Several case studies have demonstrated that fast loading sites can significantly increase conversions and boost sales. In 2012, Walmart announced that conversions peak at around 2 seconds and then progressively drop as page loading time increases.


A recent study by Tag Man confirms that conversion rate is radically impacted by page load times:

Tag Man


Even half a second or less can have a significant impact on getting your visitors to do what your website’s conversion goal is:

In 2009 Amazon found  that every 100 milliseconds of latency cost them 1% in sales. In other words, one second of latency was negatively affecting Amazon’s revenue by approximately 10%. Another retail site ( Shopzilla8) reduced the average page loading time on their site from seven to two seconds and experienced an increase in the number of page views by 25%, while revenue also increased by 7-12%.

In a more recent study, Walmart  reported a 2% increase in conversions for every second of improvement in their pages’ loading time, suggesting that site speed is deemed by users as even more important than suggested in previous studies.

Slow Pages Lose Users

When building an online business using a niche site strategy, or when simply trying to give your real-world business an online presence, there are many factors that you should consider. I believe, though, that website host speed is a no brainer. You should choose one of the fastest hosts for your site. Our website host speed table – on the top of most pages on this site, gives you an objective means to make that choice.

There are many strategies for speeding up your website. I believe that one of the easiest and first steps any web owner should go for is to pick a host that provides good speed in comparison with other hosts in the same category. Our testing reveals that hosts with similar prices and features sometimes provide radically different user speed experiences.


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