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5 tactics to prevent your website speed from killing your conversion rate

27/05/2019

The numbers don’t lie: you lose 6,8% conversion per second loading. Or in other words: if an e-commerce website is making 100 000 euros per day, a 1 second delay on your page load will potentially cost you 2,5 million euros in lost sales every year. The impact your website speed has on your conversion rate is huge. Optimizing it accordingly not only affects the user experience, it also affects your bottom line. Here are 5 tactics how to decrease page load time to increase conversions.

1. Optimize your images

In an industry where brand image and campaigns are so important, visual content on your fashion e-commerce store is king. Making sure your visuals are created in the right size, quality and format for your website can be a quick win. Smaller, optimized images will load much faster than the original, big ones.

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2. Use a Content Delivery Network

A Content Delivery Network stores a cached version of the assets of your website in multiple locations all over the world. Depending on where your visitor lives, the CDN will show the content that’s stored the closest to your location, which increases the speed to load the website.

3. Minimize the number of JavaScript files

Try to prevent your website having to load a lot of JavaScript files, that will definitely slow down your website speed. Grouping your JavaScript ideally into one will result in your web browser only having to load one.

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4. Use lazy loading

Lazy loading is the technique of only loading the content on the page your user sees on his or her screen. That means that on a product categories page for example, the visitor only sees the products that fit his or her screen. When scrolling down, new product images are loaded. By doing that, you can enjoy a faster loading speed than when all products have to be loaded at once. Semi lazy loading is an option as well, in that case a different image compression is used.

5. A high-performance CMS platform with a DDE

Make sure that the platform of choice for building and operating your e-commerce has a high-performance scalable architecture with a Dynamic Delivery Engine - DDE.
The high-performance scalable architecture ensures that your site speed remains stable while your online business is growing or experiencing ‘un-expectedly’ peaking upon a great campaign or event. Technically this means that auto-scaling and database clustering with server load balancing should be all be feasible. In addition, a Dynamic Delivery Engine ensures an instant webpage delivery to the browser and this way faster as traditional technologies. This is a cache free technology avoiding unnecessary content fetching and compiling times before delivery of the webpage to the browser.

Make sure that the platform of choice for building and operating your e-commerce has a high-performance scalable architecture with a Dynamic Delivery Engine - DDE.

What about your brand?

What about your brand? Is your website speed costing you money and sales? Don’t let your IT hold you back from generating more sales and increasing your conversion rates.
Want to know more? Don’t hesitate to book a meet-up and hear what we can do for your company.

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