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How to Increase Traffic and Conversions by Increasing Page Speed

Increasing Page Speed

Written by Jeremy Earle, JD

July 10, 2022

Maximize your profits by boosting your website’s speed. Improve your website’s traffic and sales by following these suggestions for improving page load time.

In today’s digital marketing landscape, page speed is a must-have. It has a major effect on.

Your website’s bounce rate.

  • The percentage of customers who become paying customers.
  • The cost per click (CPC) in sponsored search.
  • Your position in natural search results.

Sadly, most websites are terrible at page speed, which has a detrimental influence on income.

As digital marketers, we have an almost limitless amount of things we can accomplish in a day, yet there is never enough time to do them all. The effect is that a few things are put on hold.

Optimizing page performance is one of the most often deferred tasks. Investing effort and money to shorten the load time by a few seconds or less is not seen as worthwhile since most consumers don’t realize the significance of this often-overlooked aspect.

A small amount of time may appear insignificant to some marketers, even those who concentrate purely on SEO. Yet, data from industry leaders and even our analytics has shown to be tremendous.

If you’re like me, then you’re looking to get the most out of your efforts while also increasing your bottom line. So, let’s go to work on having your website load as quickly as a snot slick. (Isn’t that a striking image?)

1. Get Rid of Cheap Web Hosting

Using Raven, SEMrush, and Moz daily may rapidly build up to a significant expense, and we’re all looking for ways to save costs. It’s as if you’ve been blessed with an additional child.

Cheap shared hosting is a popular method for many people to save money since it crams many websites onto a single server, much like a group of clowns in one vehicle. There will be no excuses!

You’ll have the same uptime as with any other host, but your site will load so slowly that visitors will give up and never purchase anything from you.

These bargain hunters argue, “But it’s scarcely perceptible!”.

This is the thing: since it’s your kid, you may not even notice.

But the rest of the world just wants to get off of your site as fast as possible.

As long as they’re on your site, visitors want to accomplish what they came to do—get an answer or purchase a product, for example. The more you make them wait, the more likely they dislike the experience and go away without converting.

What if you looked at it this way?

It is common for parents to have an unwavering devotion to their children. They despise him. A diner’s night out is disrupted when someone else’s child screams, throws objects and interrupts their meal. Your webpage is the same.

How Much of a Difference Is Made by This?

One percent of Amazon’s sales were affected by a difference of only 100 milliseconds (ms), which is a measure of time that a person can’t even notice. Walmart came up with the same conclusions.

What type of effect do you believe an additional second or two will have if that little unit of time has such a significant influence on sales?

In addition, the speed at which your website loads affects your organic search position and the cost of pay-per-click advertising.

If your website takes too long to load, your rivals who have made significant investments in this area will eat your lunch.

You should avoid low-cost web hosting altogether. If they treat it like a commodity, their consumers will be treated as such.

It is possible to find web servers geared for speed, especially for WordPress websites, for a price comparable to budget solutions.

So, look about, try a few options, and then make the investment in a web host that will meet your visitors’ needs as well as those of Google.

2. Cut down on the number of HTTP requests.

HTML, CSS, JavaScript, pictures, and fonts all need distinct HTTP requests to work properly on a website. As the number of requests increases, so will the speed at which the website will load.

Most individuals I speak to think, “Oh, that’s not a problem for me, Jeremy. I’ll just ignore it.” You may be certain that my website isn’t packed with unnecessary content since I know what I’m doing!

That’s not entirely incorrect. For 90%+ of the websites I encounter, you won’t be able to avoid adding a heap of inflated crap.

Because you were asleep, the Bloat Fairy sneaked it into your body. Unfortunately, most people don’t know how to do it. It’s there because most site designers, regardless of their expertise or experience, don’t prioritize page performance.

Here’s when things become a little shaky:

There are usually many JavaScript and CSS files in most themes. For a website to load quickly, various components such as Jquery or FontAwesome must be fetched from a distant server.

Plugins, which add more CSS and JavaScript files, exacerbate the situation. CSS and JavaScript files alone may generate up to a dozen HTTP requests.

All photos on a website, each of which requires a separate HTTP request, soon overwhelms a page’s performance.

  • Create a single JavaScript file by merging many files.
  • Combine all of the CSS files into a single file.
  • Remove plugins that load their JavaScript or CSS files. When it comes to Gravity Forms, you may choose not to load them at all.
  • Use sprites for pictures that are regularly used.
  • Avoid using image files wherever feasible using a typeface like FontAwesome or Ionic Icons instead.

3. Add a Trailing Slash at the End.

The speed of your website is negatively impacted by omitting the trailing slash on links referring to it, whether from external sources (link building activities) or inside your website.

In this manner:

URLs with no following slash are automatically searched for files with that name by the web server when you visit them. Otherwise, it will interpret it as a directory and hunt for the default file if it can’t locate one with that name.

This means that by leaving off the trailing slash, you’re making the server do an extra 301 redirect. While it may seem immediate to you, it does take a little longer, and as we’ve previously established, every little amount adds up over time.

https://example.com (this is bad)

or

https://example.com/services (this is also bad)

vs.

https://example.com/ (this is good)

or

https://example.com/services/ (this is also good)

4. Enable Compression

Your HTML, CSS, and JavaScript files may be downloaded considerably faster if you enable GZIP compression, which compresses them into smaller files that are then decompressed when they arrive at the browser.

All current browsers already support and automatically execute GZIP for all HTTP requests, so your visitors won’t have to do anything additional.

5. Allow browser caching by enabling the option.

A cached version of a website may be quickly loaded by a visitor’s browser the next time they visit your site or another page on your site since the cached parts have already been downloaded by their browser.

New items need to be downloaded on future pages once the initial page has been loaded and saved in the user’s cache. That means that fewer data will need to be downloaded during a regular internet session.

6. Minimize the Use of Materials

Minifying your CSS and JavaScript files reduces file size and download time by removing extra white space and comments.

Fortunately, this doesn’t have to be a one-on-one procedure since several internet programs may help you reduce the size of a file.

Caching plugins like W3 Total Cache and W3 Total Cache Plus allow you to replace the URLs to your ordinary CSS and JavaScript files with links to a minified version of them without altering your original files.

  • All-in-One Cache
  • WordPress Super Cache
  • The WP Rocket

Getting the settings exactly right may take some time, but after you’ve minified everything, be careful to fully test your website to make sure everything is working properly.

7. Give Priority to Content Located Above the Fold

Prioritizing information above the fold might make your website look to visitors as though it’s loading faster than it is.

This implies that any components that appear above the fold should be placed as close to the top of the HTML code as possible so that the browser can download and display them first.

This region must be rendered inline, not in an external CSS file; thus, any CSS and JavaScript necessary must be included.

8. Optimize your media files.

Many individuals just take a picture and submit it to a website without understanding that the image is at least four times larger than it needs to be.

Mobile users, in particular, may notice a significant slowdown as a result of this.

It’s a worthwhile investment of your time to optimize your website’s media assets, which may have a significant impact on page performance.

Enhancing Photographs

  • Choose the right format. GIFs or PNG are better for pictures with vast sections of solid color, whereas JPG is ideal for photographs. Image files without an alpha channel (transparent background) are stored as 8-bit PNG files, while images with an alpha channel are stored in 24-bit PNG files.
  • Be certain that photographs are the right size before uploading them to your site. There is no use in utilizing a 1600px wide picture if it will only be shown at 800px wide on your website.
  • Reduce the size of the picture. Adobe Photoshop is the best picture editor, but it also boasts excellent image compression capabilities and costs as little as $9.99 per month to subscribe to. WordPress plugins like WWW Image Optimizer, Imsanity, and TinyJPG may automatically compress photos submitted to your site.

Alternatively, Streamlining and Enhancing Your Videos

  • Decide on a format that works best for you. In most circumstances, the smallest file size makes MP4 the preferable choice.
  • Provide the ideal size (dimensions) by the size of the visitors’ screen.
  • If the video is utilized as a design element, remove the audio track.
  • Reduce the size of the video. I use Adobe Premiere most of the time, although Camtasia is also a good option.
  • Shorten the video.
  • YouTube or Vimeo’s iframe embedding code may be used instead of providing videos locally.
  • You shouldn’t stop there, though, since that’s only the tip of the iceberg.
  • Instead of merely resizing photos, you should provide them at the proper size, dependent on the size of the screen being used to view your website’s media.
  • Based on implementing an image, there are two approaches to deal with this.
  • The src set attribute in HTML allows the browser to automatically detect the screen size of a visitor’s device and download and display the appropriate picture.
  • Media queries may be used to offer the proper picture depending on the device a visitor is using when images are set through CSS – commonly as background images.

9. Caching and CDNs should be used in conjunction with each other.

To speed up the delivery of your webpages to a visitor, your web server may maintain a static duplicate of them on your server. At the same time, a CDN distributes those copies throughout the globe so that a visitor’s browser can download them from the nearest server. This has a significant impact on page load time.

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