The page speed of a website is one of the key points for the so called search engines optimization (SEO).
This is also important for the user experience.
The pages with an higher loading time tend to have a higher bounce rate (the number of times a page has been the only visited in the session) and lower average time on the page.
The longer load times affect conversions unavoidably.
Page Speed and speed of a web site
Page speed is often confused with “site speed,” which represents the page speed for a sample of page views on a site.
Page speed can be described as “page load time”, the time it takes to fully display the content on a specific page or “time to first byte”, how long it takes for your browser to receive the first byte of information from the web server where your web site is hosted.
Effects of a slow site
Consequences of a low page and site speed can be easily grouped:
- Probable loss of position on the search engines
As seen above, the goal of the search engines such as Google is to provide the best possible result to the user as quickly as possible. A slow site could be rated as a low quality project.
- High dropout rate of the page
The user wants to get answers to his research quickly and hates having to wait a long time before reading the contents of a page. After a few seconds almost all of users have already abandoned a slow page.
- Drop in visits
The two previous points can lead naturally to have less users who visit the web site.
- Loss of customers
Fewer visits are received on your website, the lower will be the potential customers that could make a purchase.
- Loss of conversions
All this results in loss of conversions and earnings.
Diagnostic and evaluation tools
There are some excellent free tools to test the speed of your site and pages and to optimize every element:
- PageSpeed Insights
Made available by Google this free tool analyzes the content of a web page and displays evaluation and suggestions for troubleshooting and optimization.
Try to get the best score.
It provides a detailed analysis on individual elements about the performance of a web site and offers the necessary corrections.
- WebPage test
Run a free website speed test from multiple locations around the globe using real browsers and at real consumer connection speeds.
Your results will provide rich diagnostic information including resource loading waterfall charts, Page Speed optimization checks and suggestions for improvements.
Speed up your ecommerce built on Prestashop
In addition to the suggestions made by the tools listed above, you can read our guide about How to speed up your Prestashop.