The Power Of Website Speed

Not many things can happen in a second, in fact, a second is so irrelevant that I just wasted one now but when it comes to your website , a second is not so irrelevant. In fact, so many things can happen to your website in just a second! You think I’m kidding?

Well, did you know that a delay of one second can decrease customer satisfaction, resulting in a loss in conversions, reduced page views and most importantly the loss of customers?

Research has shown that, when customers experience inconveniences related to speed, they rarely come back even when the website becomes fast. You don’t want that to be your website right?

How website speed impacts conversions

Simply put, customers move with the speed of lightening if your website is not loading fast enough and losing customers results in loss of revenue.

According to WP Engine, a second delay leads to:

  • 11% fewer page views
  • 16% decrease in customer satisfaction
  •  7% loss in conversions

Let’s look at this in closer detail by examining a study that was done on Amazon.

According to a post on, the following is an excerpt from an article that can be found on High Scalability:

Latency matters. Amazon found every 100ms of latency cost them 1% in sales. Google found an extra 5 seconds in search page generation time dropped traffic by 20%. A broker could lose $4 million in revenues per millisecond if their electronic trading platform is 5 milliseconds behind the competition.”

This clearly goes to prove that no matter how attractive and advanced a site is, the less interactive a site becomes the more likely users are to click away and move on to other sites.

So, how can you make sure that your website is fast enough and most importantly, the customer is happy?

Top 7 Tips for improvement

Use WordPress

Late last year, we wrote an article on why WordPress is our favourite CMS, read more about that here. Seriously, it’s the best! It’s already faster than the competition so getting quicker page loads is a given.

Your theme

When choosing your theme make sure that you choose a theme that works on desktops, mobile phones, tablets and many more.


Without sacrificing the quality, make it a point that your images are compressed for smaller file sizes.

Keep it simple

Be a minimalist by reducing the number of HTTP requests for faster loading.

Updates and Security

To prevent plugin and theme compatibility issues, make sure everything is up to date.

Site Workload

Keep load times low by replacing process-heavy functions with 3rd party services.

Improve server requests

Utilise a cache and CDN service to reduce your site’s server requests.

Want to find out if your website is up to speed?

Quickly test your website’s loading speed here.

Not satisfied? Feel free to request a quote.



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