We'll be as clear as we can, Website Speed IS important. Really important. You've probably heard that before (we're sure you have) and in this article, we'll explain why, where your side ranks, and what you can do about it.
Why Is Speed So Important?
Website speed is important simply put because it makes a difference, how much of a difference you ask? Well according to the state of online retail report (SOTA) in retail/e-commerce examples, we see that for every one second delay in page load time, conversions can fall by up to 20%!
if you use additional tools like test my site from Google you'll be able to combine your site speed with some other questions and actually calculate the lost conversions/revenue that you're expected to have missed out on! This is useful because if you're a glass half full type of team like us, it allows you to visualise the potential additional conversions/revenue!
What does your improvements tell me?
Our improvement tests your website speed and provides you with an overall score, here's how the score breaks down:
- A score of 90 or above is considered good.
- 50 to 90 is a score that needs improvement,
- and below 50 is considered poor.
What should I do about it?
We would firstly recommend taking a look at the page-speed insights documentation here. This might be something you need to share with your web designer or development team but it's a great place to start to make sure you have the basic best practises for speed in place.
After that, we can help you analyse page speed by landing page! That means we can focus specifically on speeding up the pages that land the most traffic and will therefore have the most impact if we can speed them up together. If you'd like to you can also view a full landing page report directly in Google Ads by following the steps in the video below:
Next, we'd recommend considering implementing AMP pages we've worked with a lot of successful advertisers who have delivered streamlined mobile optimised (accelerated) versions of their landing pages and seen great results since.