Digital Marketing

9 Simple Steps To Website Speed ​​Optimization And The Top Reasons It Matters

Why web speed optimization is important

Returning to the statistics, the Kissmetrics survey shows that 79% of users are less likely to visit a website with performance problems once again. Additionally, 52% of shoppers surveyed say that performance is an important ingredient for their loyalty. This means that the fastest websites generate quality leads.

Surveys are certainly a great way to find out the attitude of customers towards whatever you need. However, the website loading speed optimization example from a well-known company would be more valuable, right?

Walmart fits this perfectly. After measuring website loading time and conducting initial analysis, the company found that users who converted had a loading speed twice as fast as those who did not convert.

A vivid example of the impact of website page speed optimization

At the end of the optimization, they managed to noticeably increase their conversion rates along with the revenue. Additionally, the company shared the following statistics:

  • Every second of load acceleration resulted in a 2% conversion growth;

  • Every 100 milliseconds of load acceleration resulted in 1% incremental revenue growth.

It goes without saying about the importance of website performance optimization if a giant like Google ever faced a 20% decrease in traffic because pages were loading 5 seconds longer than they used to.

With the exception of the conversion rates that we have already mentioned, optimizing the loading time of the website can influence the visibility and the user experience. Let’s solve this:


The Google search engine takes into account a wide variety of factors when ranking websites. And the time it takes for a website to load a page is one of them. There is a pretty clear logic behind this. In the eyes of Google’s algorithms, websites that load pages too long create a bad experience for users and should be downgraded.

The same goes for a mobile version of websites. Google punishes websites that cannot adapt regardless of the mobile device or any other device from which a search query was made. The company wants to offer visitors the best experience in this way.


As said, the load time influences not only the ranking, but also the number of loyal customers. Nobody likes inconvenient products in 2018. The more effective your website is, the higher the level of customer satisfaction you will achieve.

How to measure website speed

Before starting with site speed optimization, it is a good idea to know how fast the website is running at this stage, as well as to identify the reasons for its slowness.

The following tools can help you measure website speed:

Website test

This free tool will help you perform website load time analysis and generate a convenient waterfall chart. Also, you can run multiple tests to see the averaged results. So it’s pretty easy to define what exactly causes loading time delays.


This is another tool that will help you measure website speed performance. This service is equipped with a variety of useful functions. It generates simple reports and provides you with data-driven advice (for example, steps to take to improve speed). Note that Pingdom does not have a free version and the price starts at $ 14.95 a month.


YSlow can also advise on optimization and generate clear statistics. The main difference with the tools mentioned above is that it is an extension for browsers.

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