User experience and conversion are directly affected by the site speed. Akamai found that a 100ms slowdown in site speed reduced ecommerce conversion by 7%. In addition to conversion, the frontend performance directly impacts your visibility in search engines. Site speed is a key component in the ecommerce SEO Checklist.
How to measure site speed
Probably the best resource to measure your site speed is the PageSpeed Insight tool by Google.
Here are some other tools that you can check out to test your sites frontend performance:
Also read our blog post on frontend performance measuring and KPIs.
Measuring global performance
PageSpeed is based on Lighthouse. Therte is a dedicated tool to test your site speed globally called Lighthouse Metrics. The benefit of Lighthouse Metrics is that you get to see how your site is performing from different locations around the globe. A similar services is called Fast or Slow.
Tools to measure global site speed:
Organizations that take site speed and frontend performance seriously have dedicated team or processes that focus on performance. The teams typically have performance budgets that define how much time or data they can allow for the different aspects of their site.
Example of KPIs that can be used in a performance budget are:
- Total page size
- Number of HTTP requests
- Maximum image sizes
- First contentful paint (FCP)
- Time to interactive (TTI)
When testing site speed make sure you are not just checking the front page of your site. Product pages, blog posts and checkout pages should all be tested for performance.
Site speed user experience
Users expect the same performance from websites, mobile websites as they get from native mobile apps. Pinterest achieved a 15% increase in signup conversion by reducing the perceived wait time by 40% on their mobile websites This is yet another example of how performance directly reflects the user experience.
Site speed directly impacts conversion
Companies like Amazon, Wallmart and Google has shared numbers on how important site speed is for ecommerce conversion. Google has released a site speed impact evaluator. In the example below we have said that we have 10.000 monthly visits, a conversion rate of 2% and $300 average deal size. We assumed an improvement in site speed from 2s to 1s and according to Google we can in this case $69.000 per year with this performance improvement. That is how much performance impacts your ecommerce conversion and sales.
Site speed impacts SEO
Google is monitoring site speed and using it directly to rank your website in the search results. The site performance is measured when Google is indexing your website. Lately, Google has also included speed monitoring in search console which is a strong indication that mobile and web performance is a key factor in SEO ranking.
You basically rank higher if your site is faster than your competitors. Of course, it is just one metric, but site speed can boost your ecommerce SEO ranking.