When Entrepreneur Magazine talks about “The 7 Critical Elements Your Ecommerce Site Needs to Be Considered Trustworthy“, it’s pretty surprising to find Page Speed sitting at number one. I mean when you go to a store you don’t say “wow their doors open really fast, let me get out my credit card”. So what’s that all about?
It costs more money to get a new customer than it takes to keep an existing one. So while a lot of Magento businesses ask for “more traffic” to increase revenue, more traffic might not be the best solution. Converting the traffic you have by improved performance might be the way to go.
When people land on your site they could be landing on any page. And when they land, that page has to meet their expectations for sites within your industry. They have to feel they are in the right place. Basically, like human physical attraction, they are going to decide within seconds of meeting if they like you. And almost ironically we call that “engagement”. But “trust”? On a first date? Not so sure.
People bandy around statistics about how much a reduction in page load times can increase revenue but statistics and damned lies aside, it’s a given if your pages load too slowly as far as the site visitor is concerned then they are, by definition, too slow. So while we can talk about a 2.27 second page load time making you faster than 65% of other sites, your customers just do not care. And really you should not either. Shocked? Well listen, it does not matter what every other site on the internet is doing, it only matters what your competition is doing. And if your competition is loading at 1.5 seconds, your 2.27 seconds fades into insignificant.
So before you go looking for another person to disrespect, you need to love the one you’re with. Look at your bounce rates, compare to their page load times. Look at your exit pages, check their page load times. Look at your search function. Time your checkout. And make them faster. Make your site faster than your competition and, while they might not love you for it, your site visitors will.
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