It is a fact that the average internet speed in Latin America is far from being good. But, nevertheless, many websites manage to make this situation worse, since they are developed without due attention to loading speed and end up becoming a real test of patience for the user.Imagine the following situation: you went to a fast food, famous for delivering usa mobile phone numbers list orders in up to 5 minutes, but 15 minutes have passed since you placed the order and nothing. How long would it take you to give up? What if the fast food next door guaranteed a similar order in just 3 minutes?On the internet the situation is similar, but the story changes in seconds, because when you want certain content, you enter a website and it takes more than 10 seconds to load, before you perceive it, you are already on Google again looking for another option, Since every second of waiting seems like an eternity!We live in the era of immediacy, where time is already worth more than money. And that era, combined with the dynamism of the internet, makes our audience more demanding every day. The content on your website can be great, but if the loading speed is not good, will people pay to see it?
Does speed influence website results?
Back in 2010 Google announced that page load time was one of more than 200 ranking factors. That means that the time your website takes to load in relation to your competitors is one of the influencing points of the organic positioning of websites on the results page. According to research by Backlinko , slower websites are penalized.In addition to being one of the organic ranking factors of Google, the speed of the website also influences the user experience and your results, according to the data to follow:Every extra second of page load leads to an 11% drop in page views and a 16% drop in customer satisfaction, according to the Aberdeen Group ;According to research by Kissmetrics , 40% of visitors abandon pages that take more than 3 seconds to load and every 1 second longer in website load time reduces conversions by 7%;
88% of users who had a bad experience when entering a website due to the loading speed are less likely to buy from it and more than a third of those users will share their bad experience with friends, revealed an investigation by Econsultancy .85% of mobile device users expect the page to load at least as fast as the desktop, according to Web Performance Today .
Now that we know that website speed interferes with visitor engagement, conversion rate, and also your organic rankings, let’s see how to measure your load to start optimizing!What is the ideal charging time?
According to Pingdom , gulf email list which has a tool to measure the speed of websites, the average loading time of sites is 5 seconds. In the Google Site Performance for Webmasters video , Maile Ohye states that 2 seconds is the limit for good performance.
The specialist Geoff Kenyon also carried out an investigation in which he identified that, in the case that a website loads in 5 seconds, it is faster than approximately 25% of the internet; in 2.9 seconds, more than 50% of the network; already if it loads in 0.8 second, it is the fastest of that 94% of the entire web.Despite the statistics cited, the short answer is: as fast as possible. We already know that the loading time of your website influences your results, so the ideal is to optimize it to the maximum to keep the loading time to a minimum!How to measure website speed?
We currently have several free tools where it is possible to measure the loading time of a page. It is also possible to see a diagnosis with the survey of problems and warnings to know how to optimize it. The most used tools arProbably the best known of the list, PageSpeed Insights is a tool in which, by entering the link of a page, it is possible to analyze the content and generate suggestions for the desktop and mobile versions of iAlong with each improvement suggestion, the tool also shows how to apply it. Each suggestion is classified as a priority indicator”You must correct”: highlighted in red, they are notices of improvements that, if applied, will generate more impact on the loading time of the page;
“Consider correcting”: highlighted in yellow, these are notices of improvements that do not influence much on the speed of the page and should not be prioritized;
“Approved in …”: highlighted in green, are the positive points of the page.
Despite being excellent at identifying and prioritizing problems, the tool does not detail what the page load time is and also does not record the number of page requests for loading, which are important data for diagnosis.
Very popular among marketers, GTmetrix is considered one of the best and most complete tools for evaluating the load time of a page and identifying areas for improvement due to the ease of use and variety of data it presents.
The step by step to use the tool is very similar to that of Pagespeed Insights. Just enter it, include the link of the page you want to analyze and generate the report. However, it is advisable to create an account (even if it is free) before starting the analysis, since this allows you to alter the region where the test will be executed, what will be the browser and device, what type of network, in addition to others. configuration possibilities and more information in the final report. The closer the test is to the public registry that enters the website (such as location, type of device and browser), the better.After including the link to the page and starting the report, the tool does a full analysis and presents various data on the next screen. At the top it presents a summary with two scores in Performance Scores , one based on Pagespeed Insights and another on YSlow, a project that analyzes page speed based on Yahoo’s high-performance site rules. The scores presented are generally different, as the tools use different criteria to evaluate the page.In the same way as in Pagespeed Insights, the colors of the scores determine the urgency of the scores but, nevertheless, here we also have a comparison with the average of websites analyzed by the tool in the last 30 days, where a The arrow next to the score represents whether the page is above or below average, as shown in the example to followStill at the top of the report, next to the performance evaluation, the tool also presents the total time to load the page, what is the size of the page and how many requests are generated to load. In the same way as the performance scores, here we also have arrows for up and down, indicating if it is above or below averageAt the bottom of the screen, several reports separated by guides are presented. Through them it is possible to identify the points that need to be corrected so that the loading time of the page is reduced.
Yslow: similar to the report presented in the PageSpeed guide and also organized by priority, it is however based on the criteria defined by Yslow.
Waterfall: cascading report that visually presents the entire sequence of requests made to load the page. Each line represents a request, with its status (if it is ok, if it is redirecting or even if it is an error), what is its weight and also the time it takes to load.
Timings: presentation of a timeline of the page load, with the time that each of the stages took to load: redirect, connect, backend, TTFB (time to first byte), first pain, DOM interactive, DOM content loaded and Onload .ideo: to have the report on video, it is necessary to activate it and do the page analysis again. The video report is nothing more than the visualization of the page loading in practice, with the timed time and mapped timings.History: finally, we have graphs that accompany the page’s performance history in relation to some of the data presented: timings, page size, requests, and PageSpeed and Yslow notes.Another excellent functionality that GTmetrix has is to compare your results with competitors’ pages. As it is a tool for worldwide use, it may not be very interesting to use its measurements as a parameter for our page and, even depending on the niche, those metrics may not make sense. With the website comparison functionality, it is possible to compare with the leaders in your segment and have more reliable parameters to followThe free version of GTmetrix is already very complete and manages to generate rich reports to evaluate and optimize the website. But the tool also has more robust paid versions, in addition to offering website optimization service, contracted separately.
Take advantage of the browser cache
Whenever someone enters a website, all its content is temporarily downloaded on the device until the user leaves the page. Through the cache we can tell browsers, such as Chrome and Firefox, to keep those files savedIf the person enters the same website again, using the same device and the same browser, the page will take less time to load, since the files are already cached. In the event that nothing is stored in the cache or the time spent in the cache has expired (it is possible to define that), a request is made for the files in question to the website serverThere are also ways to enable the cache directly in the HTML of the website, however they are considered obsolete and not recommended techniques.If your website is on WordPress, there are several plugins available that perform this function. The most used is W3 Total Cache , which is even recommended by hosting companies. Another excellent alternative (less popular) is WP Fastest Cache , which also has other resources and, compared to W3 and other plugins, presented better performanceReduce the number of redirects
Gzip compresses site files, reducing file transfer times by an average of 70%.First of all, it is important to see if the website already uses it. In addition to the diagnostic tools that were presented, you can take the test here . Some hosting services already do this automatically.On WordPress sites it is possible to enable gzip using plugins such as W3 Total Cache and WP Performance Score Booster .Try to enable Keep Alive
Keep Alive allows the server to use a single connection to transfer multiple files, which reduces latency and also reduces CPU consumption, which impacts page load timGenerally, websites have this resource disabled, since most hosting companies provide this as something optional, since it significantly increases the use of server memory. Thus, before enabling the feature, it is important to contact the website hosting provider and assess whether this is possible.