What is ‘page speed’ and why is it so important?

May 1, 2015

Page speed is crucial to the success of your website. If your web page hasn’t loaded within three seconds 50% of users will leave your site, resulting in lower conversion figures and a high bounce rate.

Page speed is often confused with site speed however the two are quite different as page speed refers to the speed of an individual page rather than the overall speed of the website which site speed measures. Page speed is arguably more important than site speed as if the speed of your whole site is good but your key landing pages and conversion pages are slow then you aren’t going to convert many leads into sales.

A rough guide by which to score your page speed is:

  • Less than 1 second is superb.
  • Less than 2 seconds is fine.
  • Anything above 3 seconds could do with some tweaking.

Bounce rate is a metric which Google uses to refer to the number of users who leave your website within a few seconds without engaging with any of the content on your website. A user that behaves like this is either unhappy with the performance of your site (perhaps the page loads too slowly) or they have had a very quick look at the page and decided that it doesn’t contain what they are looking for.
bounce rate 1A high bounce rate and slow page speed often come together and they can significantly impact your Google rankings for the worse if you don’t get them under control.

How can I check my Page Speed?

As Google considers Page Speed to be very important they have created a very useful tool for us to check page speed on called the Page Speed Insight Tool.

page speed insights 1

Here you can put in key URLs on your site to check how fast they are loading; ideally each page should be reaching at least 70/100.

page speed insights2

What to do to Improve my Page Speed?

There’s a lot of things you can do to improve your page Speed (the Google Page Speed Insights Tool will give you loads of suggestions!) but perhaps two of the easiest and potentially most effective ways of doing this are:

A. To reduce image size, bulky images can take up a lot of space on your site and always take a long time to load. Reducing the size of your images will save you loads of space on your site and therefore improve your page load time.

B. If you are using a WordPress site it can be very easy to accumulate a lot of plugins which you no longer use. It’s a great idea to go through them all and check which ones you don’t need and remove them to free up some space (make sure you leave this job to someone who knows what they are doing though!).

For further help with improving your page speed and reducing your bounce rate get in touch with us today!

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