14 key facts on website speed. 4 top tips when it’s slow 1

Posted on October 24, 2016 by Rob Petersen

website speed

Website speed has long been recognized as a important factor that impacts search engine rankings. And a top factor in Search Engine Optimization (SEO).

Slow website speed creates a bad user experience, one that may result in visitors not coming back to your website or going to your competition. And that it even more important than search rank because search engines don’t buy products, people do.

Is website speed a concern for your site? If it is, what can you do about it?

Here are 14 key facts on website speed. And 4 top fixes when it’s slow.


  1. 80% of a Web page’s load time is spent downloading the different pieces-parts of the page: images, stylesheets, scripts, Flash, etc. (Yahoo)
  2. 79% of web shoppers who have trouble with website performance say they won’t return to the site again. (KissMetrics)
  3. 73% of mobile internet users say that they’ve encountered a website that is too slow to load. (Fiverr)
  4. 51% of mobile internet users say that they’ve encountered a website that crashed, froze, or received an error. (Raven)
  5. 47% of consumers expect a website speed page load in 2 seconds or less. (Innovation Insights)
  6. 44% of them would tell a friend if they had a poor experience shopping online. (GlobalDots)
  7. 40% abandon websites that take more than 3 seconds to load. (KissMetrics)
  8. 38% of mobile internet users say that they’ve encountered a website that wasn’t available. (Shoprocket)
  9. 22% is the average increase in website load speed per year. (Radware)
  10. 18% of mobile users will abandon a website if it doesn’t load in less than five seconds. If it takes more than 10 seconds to load, 30% will abandon the site. (KissMetrics)
  11. 5 seconds is the average page load time this year (Pingdom)
  12. A 1 second delay in page response can result in a 7% reduction in conversions. (Econsultancy)
  13. If an e-commerce site is making $100,000 per day, a 1 second page delay could potentially cost you $2.5 million in lost sales every year. (Amazon)
  14. Users begin to drop off a site when its response time is longer than 2.5 seconds. (Forrester)


  1. WEBSITE HOSTING: The website hosting provider and technology you choose can have a significant effect on your page load times. Dedicated hosting solutions are preferable over shared hosting so you do not have to worry about other websites on the same server as yours slowing your website down.
  2. ENABLE BROWSER CACHING: The first time someone comes to your website, they have to download the HTML document, stylesheets, javascript files and images before being able to use your page. That may be as many as 30 components and 2.4 seconds. Fortunately, certain website platform like WordPress offer caching plug-ins. They require set up and testing but can be a big help with your website recognizing and quickly processing the many elements it has to.
  3. OPTIMIZE IMAGES: Oversized images take longer to load, so it’s important that you keep your images as small as possible. Use image editing tools to: 1) Crop your images to the correct size. For instance, if your page is 570px wide, resize the image to that width. 2) reduce color depth to the lowest acceptable level and 3) remove image comments.
  4. OPTIMIZE CSS DELIVERY: CSS holds the style requirements for your page. Generally, your website accesses this information in one of two ways: in an external file, which loads before your page renders, and inline, which is inserted in the HTML document itself. When setting up your styles, only use one external CSS stylesheet since additional stylesheets increase HTTP requests. Two resources to help are: 1) CSS Delivery Tool. It tells you how many external stylesheets your website is using and 2) instructions for combining external CSS files.

If website speed is important for you, a good tool to examine website speed for your site is Google PageSpeed Insights. This is a good resource to get started, help understand your website speed and what top tips will be the biggest help if your website speed is slow.

Did this teach you something new about website speed? Do your need help with yours?

12 tips that make or break great websites (with examples) 0

Posted on June 24, 2013 by Rob Petersen



good website design

Why do people like or dislike a website? The research says it’s all about the experience.

KISSmetrics says, when people leave a website, the most common reasons are:

  • Bad navigation
  • Bad content structure
  • Obtrusive use of ads and sign up forms
  • Bad design and content
  • Poor legibility

The business term for a great experience is web personalization. It means the website matches content and experience to a specific user’s instructions or preferences.

What makes or breaks great websites? Here are 12 tips.

  • CLEARLY COMMUNICATE WHAT YOU DO AND MAKE IT EASY TO BEGIN A RELATIONSHIP: State or, better yet, visualize the benefit and take immediate advantage of potential interest. A company like Feed Stitch, for example, has a difficult communication challenge. They take many different data feeds and integrate them to have a common purpose. They use an effective metaphor, simple descriptions and a visible invitation to “get started.”

Good homepage design

  •  KEEP KEY INFORMATION AND ACTIONS “ABOVE THE FOLD;” Visitors to a website spend 80% of their time “above the fold” according to Nielsen. So don’t lose the majority of prospects. Dollar Shave Club gives viewers a video to explain what they do and registration form to take advantage of its audience – all “above the fold.”

above the fold example

  • HAVE A CLEAR CALL-TO-ACTION: These days, visitors’ experience to a website can come for any page. Don’t miss the opportunity to have them take action. Amazon always shows a clear call-to-action next to a motivating offers with their landing pages.

Good Call-to-Action

  • DEFINE THE ROLES OF YOUR AUDIENCE: Visitors to a web site have different “roles” or potential relationships. Speak to them. Sermo is a physician’s network that recognizes through roles the different types of doctors who visit Sermo for a variety of reasons.

website roles

  • RECOGNIZE DIFFERENT TYPES OF READERS: For each role, there are three types of readers: 1) Researchers, who expect to be educated, 2) Shoppers, who want comparisons and 3) Buyers, who are ready to take action. They are not mutually exclusive. For example, a Researcher can become a Shopper who turns into a Buyer. Design content and web pages so you can captivate all three.
  • ESTABLISH TASKS: The best way to establish if people who visit your site are doing what you want is to identify task. Here are some examples: 1) For an Insurance Comparison Site (Researcher): Find three, 1 million term life insurance quotes for healthy 30 year living in CA: 2) for an E-commerce (Shopper), Determine cost of XYZ laptop with optional DVD drive: for a Mobile App your Website (Buyer), Set up free trial account and go through steps to create app to publish
  • DON’T PARALYZE WITH TOO MANY CHOICES: It’s normal to imagine, when someone visits your website, they might be interested in lots that you have to offer, but they rarely are. If you went to this page looking for a certain kind of shirt, would this page help or confuse you? Don’t lose visitors by giving too many choices.

too many choices on a website

  • …OR TOO MUCH TEXT:  There is probably a great deal of meaning behind this text for the people who created this page. But, to the people who visit, not so much.

too much text on a website

  • CONSIDER POP-UP CAREFULLY: I know lots of people who are believers in “Entry” (Welcome) and “Exit” (Wait…Before you go) pop-ups. I’m not one of them. Why? Many sources say it costs 6 to 7 times more to acquire a new customer than keep a current customer. That’s a lot to put at risk when you think about the inconvenience you may be costing your best customers who have to skip pop-ups to get where they want to go. If you use pop-ups, just make sure the risk is worth the rewards.


  • ESTABLISH TRUST AND CREDIBILITY: According to Reevoo stats, 50 or more reviews per product can mean a 4.6% increase in conversion rates. So think about the addition of trust and credibility features like reviews, client testimonials, client lists and case studies on your website.

 client testimonials

  • OPTIMIZE FOR SEARCH: 80% of visitors find a web site by typing their unmet need in the query box of a search engine. 80% of those people click on an “organic” or “natural” listing. The subject of Search Engine Optimization (SEO) is fundamental to creating a great website. Here are tips on how to write for your audience and the search engines.
  • BE SOCIAL AND ENGAGE: Your audience and the search engine send more traffic your way if they know content on the site is always being refreshed. The best way to do that is integrate a blog and your social networks into your site. Make sure when you set up your blog the URL tracks back to your website like it shown below.

blog domain

Everyone who has a website wants to be loved and giving visitors a great experience is the way to get there.

If you’re interested in knowing more about Website Optimization and Personalization, I’ll be teaching an online course on this subject at UCal Irvine with Mike Moran this summer. Or you can contact me through this website.

Are these tips helpful to you for creating a great website?

  • About

    BarnRaisers builds brands with proven relationship principles and ROI. We are a full service digital marketing agency. Our expertise is strategy, search and data-driven results.

↑ Top