What Is Website Speed And How To Improve It?

Updated on: June 5, 2024
Website Speed Optimization

In today’s digital age, where every second counts, the speed at which your website loads can make all the difference.

Imagine this scenario: a potential customer visits your website, and eager to explore your products or services, but get frustrated as the page takes an too much time to load. Within a few seconds, visitors leave your website and switch to the competitor’s site, leaving behind a missed opportunity.

Websites are a business liability, and slow websites affect user experience, search engine rankings, and, ultimately, your online credibility.

In this comprehensive guide, we will uncover the importance of website speed, explore the factors that affect your website’s speed, and equip you with the knowledge and website speed optimization tools for lightning-fast performance.

Whether you are a website owner looking to improve your website performance or someone entering into the online realm for the first time, this blog is your roadmap.

Let’s get started on this path.

What Is Website Speed?

Website speed defines how fast a website loads and presents content to visitors. When a website loads fast, its content is visible and easily navigable almost immediately. In simple terms, website speed is the measure how fast your website response when you click the link.

It generally measured in second and less the 2 second is consider as a good website speed. Having a high website speed is essential to ensure smooth and enjoyable experience.

Why Does Website Speed Matters?

Website speed is a crucial aspect of the success of a website. It directly impacts the performance of websites and even influences visitors to become repeat purchasers.

On the other hand, a slow-loading website makes users wait to view what they are looking for. Which can have a negative impact on your business. There are several factors that can affected by website speed.

Let’s understand them and explore why website speed matters.

Speed is a top priority; whether it’s signing up for a newsletter, making a purchase, or filling out a form, users want to complete these actions fast. In fact, in ecommerce stores delays in page loading lead lost sales. Website with high speed reduces the chance of customers leaving without purchasing.

User Experience
User like to visit and engage to the website which load quickly and work smoothly. A website with fast loading speed ensure that users are able to find what they are looking for without waiting. This ultimately increase user experience and gain chance to get more visitors.

When a user visits a website, the loading speed is the first impression they get. A slow-loading site can frustrate visitors, making them leave your website and go to another one. A fast-loading website encourages users to explore more, stay longer and likely to return in future.

Google Search Ranking
The most popular search engine in the world, Google, prioritizes to help users find the most relevant and quality sites out there. It has a proprietary ranking system to classify billions of websites to connect users with the results they are looking for. Google also added Core Web Vitals to its algorithm (which we will discuss below in detail) to measure how users analyze a website speed.

Customer Loyalty
Speed plays a significant role in getting customers back to your website and making purchases. When users return more than one time, you gradually start to build a loyal customer base which helps you gain financial flexibility. For example, if you want to reduce customer retention costs in future, investing in increasing page speed is crucial.

Competitive Advantage
Nowasdays there are numbers of competitors are available in online market, and Users have various alternatives. In this situation having fast loading speed is crucial to survive. It gives your business a competitive advantage.

Moving further, Let’s explore statistics that highlight the importance of a good website and help you meet user demands.

  • Nearly half of online consumers (47%) expect to load a web page in 2 seconds or less.

  • The average duration a user spends on a web page is 54 seconds. It signifies that you have a short time opportunity to capture the user’s attention and deliver the intended message.

  • User experience is paramount. 88% won’t return to a site if they encounter a negative experience.

  • Website conversion rates will drop 4.42% with each second due to slow-loading websites.

  • Users can wait 0.3 to 3 seconds until they lose focus during interactions with the computer.

These statistics highlight the crucial importance of website speed in building user expectations, engagement levels, and the overall success of a website.

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What Factors Affect Website Speed?

There are several reasons why your website takes too long to show results. Here is the list of the essential factors that affect website speed:
  • Size and Type of files
  • Bandwidth Limitation
  • Hosting and Server Performance
  • Widgets and Plugins
  • Server Response Time
  • Network Latency
  • Browsers cache
  • Page weight
  • Traffic Volume
  • Connection Speed
  • Number of Redirections
  • Image size
Address these factors to ensure a fast-loading website with an excellent user experience. You can further consult with our website optimization experts to enhance website performance.

How to Measure Website Speed?

To ensure optimal website speed, measure specific metrics before making adjustments. It will help you compare website performance before and after changes to know if it is actually working.

As a website owner, there are several metrics to measure. Still, as far as Google is concerned, we recommend focusing on the Largest Contentful Paint (LCP), First Input Delay (FID), and Cumulative Layout Shift (CLS). These metrics defined by Google are known as Core Web Vitals.

Besides, draw attention to other notable vitals are First Contentful Paint (FCP), Interaction to Next Paint (INP) and Time to First Byte (TTFB).

Website Speed
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What are Core Web Vitals?

Google’s Core Web Vitals are user-centric metrics that score the user experience of a web page. They are made up of three main factors: actual speed, webpage interactivity, and visual stability.

Largest Contentful Paint (LCP): LCP measures the time it takes to show your main page content on screen. It should be 2.5 seconds or less to meet Google’s standards.

First Input Delay (FID): FID measures how quickly a user can interact with a web page. When a user clicks, how fast does the browser process and show results? An FID score should be 100 milliseconds. If it’s more than 300 milliseconds, the score will be considered poor.

Cumulative Layout Shift (CLS): CLS represents the visual stability of a page. It measures how often the user experience layout shifts; for example, if a button appears at right during initial load but jumps to bottom when another element loads is not good for users. Google wants a CLS rating of 0.1 or less.

You can use these measurements to analyze how fast your website should be. Google classifies your site’s Core Web Vitals as “Good,” “Needs Improvement,” or “Poor.”

Core Web Vitals

Remember, Google emphasizes that its page speed updates impact pages that deliver the slowest experiences. Avoid common web design mistakes that slow down your website, as speed is the cornerstone of a smooth user experience.

What Is a Good Website Speed?

From research, it is surveyed that around 0.3 to 3 seconds users will wait before losing focus. That means you should aim to show content and engage users in 3 seconds.

If you have decided to use the Core Web Vitals metrics mentioned above, then these are recommended threshold you should target:

 GoodNeed ImprovementPoor
FID<=100 ms<=300ms>300ms

Know in detail what criteria Google used to arrive at these thresholds.

After understanding Core Web Vitals, you might want to know which tools help you in optimizing your website. Let’s delve into it.

What Tools Can Be Used to Measure Website Speed and Performance?

There are several tools available to measure your page loading speed and provide a broad view of your site’s health.

Each tool’s results might vary as they use different data, so it’s good practice to use different tools and check the performance of websites. Depending on the tool, you get results that use lab data, field data or both.

Field data shows real users visiting your site and provides site performance based on real user conditions. Lab data comes from a controlled environment helpful for debugging issues and testing.

Let’s explore some of the best website speed test tools.

Google PageSpeed Insights
Google PageSpeed Insights (PSI) is a free tool to check the performance of web pages. It uses both lab data and field data. Begin and paste the URL you want to measure into the search bar.

PageSpeed Insights shows statistics and recommendations for both desktop and mobile. It includes information about your page performance, accessibility, best practices and SEO.

Note: It allows you to test one URL at a time, not the entire website.

GTmetrix is a free tool that measures page performance based on location. It generates the report, including structure score, performance score, Core Web Vitals score, and more.

Go to the site and enter the URL to test your site. Only one URL at a time. It also includes a quick summary at the top so you can analyze performance with a speed visualization chart.

WebPage Test
WebPage Test allows you to run customized pages based on different user conditions like location, browser, connection, etc.

It generates a waterfall graph to understand different site load metrics. They are TTFB, FCP, total loading time and more. Visit WebPage Test and type your URL into the search bar.

If you select a simple configuration, the tool recommends locations and browser presets. Further, you can customize it by selecting advanced configuration.

Pingdom Website Speed Test
Pingdom is a free and easy-to-use tool for beginners. It analyzes a page load time and shares suggestions to improve it. It tests specific URLs rather than your whole website.

Go to the Pingdom Website Speed Test and enter your URL. Choose the location of the server or pick the closest one.

The tool will display your page size, content size, loading time, number of HTTP requests, and recommendations.

Semrush Site Audit
Semrush’s Site Audit tool helps you conduct a full technical audit with over 140 on-page and technical SEO checks.

Go to the Semrush Site Audit tool, enter the URL and click the “Start Audit” button. Visit the site performance report and check your website load speed, performance issues and more.

When fixing issues, prioritize errors and then move on to warnings. Also, check out your Core Web Vitals report.

Now, when starting a website development process, it’s crucial to follow best practices to speed up your website and elevate the user experience. But how do I optimize my website for speed?

Let’s see

How to Speed up a Website? [8 Best Website Speed Optimization Strategies]

Website speed optimization refers to the process of improving the speed at which a website loads and operates. The process involves different strategies, techniques and best practices targeted to reduce the time of website loading and display its content as quickly as possible.

Here are the best strategies to optimize website speed, ensuring that visitors have a fast and enjoyable browsing experience.

How to speed up a website

1. Enable Browser Caching

Enabling browser caching is an essential strategy for website speed optimization. It involves instructing a visitor’s web browser to store specific elements of the website temporarily.

When a user visits the browser for the first time, it stores elements like images, scripts and other resources locally on their device. Next time, when a user visits the same website, the browser loads these elements from its local cache instead of fetching them from the server again.

This results in fast loading as browsers can retrieve and display web pages with fewer HTTP requests. Website owners can configure this setting to determine how long these resources should be stored in a cache.

Common caching durations are set in hours, days, or even longer, depending on the type of content. Many CMS automatically cache the current version of your site. For WordPress, you can use plugins like W3 Total Cache or WP Rocket.

If your CMS doesn’t offer this feature, you can consider installing a caching extension.

2. Optimize Your Images

Nowadays, presenting appealing colors and animated images is a growing trend, especially in the ecommerce landscape, as it enhances the user and online store experience.

Know some of the latest ecommerce design trends if you are interested in this landscape.

Coming back to point, Images look great but consume significant space, so optimizing them is a crucial practice while maintaining visual quality. Large uncompressed images can slow down a website’s loading time, especially if they are of high resolution.

There are various image optimization techniques, such as:

Compressing Image: Use tools to compress images without compromising their quality. It reduces the file size, which helps in faster image loading. Few examples of image compression tools are TinyPNG, Optimizilla and ShortPixel.

Image Resize: Uploading excessively large images and relying on HTML or CSS to resize them can slow down your website. So, scale images to the required dimensions on the webpage.

Use Latest Image Formats: Image formats like WebP provide better compression without sacrificing quality. It also ensures compatibility with major browsers.

Responsive Images: Provide different image sizes based on the user’s device for optimal loading on different screen sizes.

Optimizing images is a fundamental step as it not only speeds up website loading but also improves user experience and SEO rankings.

3. Use a Content Delivery Network (CDN)

A content delivery network (CDN) is a network of geographically distributed servers placed to deliver web content.

When users request access to a website, the CDN serves the content, such as HTML pages, images, scripts, and videos, to users from the nearest server. It significantly reduces the physical distance and time it takes to transport data.

Imagine your origin server is in New York, USA. Your website has a global audience, and a user in Australia tries to access your site. Without CDN, that data should travel all the way from your New York server to Australia, causing significant delays.

Using CDN, the website content is delivered smoothly as it will find the closest server in the user’s network and minimize the latency and load time. The best examples of CDNs are Cloudflare and Jetpack.

By leveraging CDN, website owners can enhance speed scalability and provide a reliable experience to users across the globe.

4. Improve HTTP Requests

HTTP (Hypertext Transfer Protocol) request happens when a web browser retrieves a file from a web server to load a webpage. Each element on a webpage, like images, scripts, and fonts, requires HTTP requests separately. The more requests, the longer it takes to load the webpage.

So, let’s know the efficient ways for optimizing HTTP requests:

Combine and Minimize File Sizes: Combine multiple CSS or JavaScript files into a single file each and compress it to reduce their size. It reduces the HTTP request and time it takes to download them.

Reduce The Number of Requests: analyze the request and implement lazy loading for images and videos. It allows them to load only when it is visible to the user and reduces the initial load time of the webpage.

Use Font Icons: Utilizing font icons instead of multiple images is a good option as fonts are downloaded with a single HTTP request and easily scale and style using CSS.

Use CSS Sprites and Inline Small Images: Combine multiple images into a single image sprite and convert small images to data URLs and embed them. It reduces the additional requests and improves loading speed.

5. Reduce Unnecessary Plugins

Plugins are reusable pieces of functionality used in CMS like WordPress or other pre-built website platforms. It gives website owners extra functionality that enhances website capabilities.

When a page loads, the plugins you have become active and visible to visitors. However, each plugin will load additional CSS and JavaScript files. Some plugins will increase the TTFB time as well, and for each page request, there is additional processing on the server required.

So, if you have installed any plugins, go through all of them and remove any that aren’t necessary for your website. It reduces the server load and potential conflicts, resulting in a faster website.

6. Reduce Total Redirects

When a website’s URL changes, the number of HTTP requests also increases. It is because a 301 redirect happens each time an additional request is made, leading to slower loading times.

However, redirects play an essential role in guiding users from one page to another. They are a great way to connect high-ranking pages to new content, but more redirects mean more load on the server, which increases the loading time.

While limiting unnecessary redirects, keep them to a minimum and follow best practices to update and replace old redirects with relevant content. This helps maintain shorter load times and provides users with the latest information.

7. Choose a Better Hosting Provider

Choosing the right hosting option is essential for website speed. If you are using a shared hosting provider, it’s very likely that overall performance will be poor. You should consider switching to a managed service that is highly known for stable and high-performance hosting.

You have a few options to select for hosting:

Shared Hosting: It’s a single server shared by several websites and the cheapest hosting option. It is considerable if you have a small website or blog website but inapplicable for websites with huge traffic or online stores.

VPS: It’s a virtual private server, hosting more than one client but faster because of the structure. Each site has its own virtual server, and individual configurations can’t be consumed by other sites on the same VPS. It is ideal for mid-sized businesses.

Dedicated Server: It is the most expensive and serves only one website. It provides more flexibility, customization possibilities, and security.

Cloud Hosting: It is the most optimal solution. You can rent server capacities from a cloud provider: AWS (Amazon Web Services), Microsoft Azure, GCP (Google Cloud Platform), IBM Cloud, etc.

Moreover, make an informed decision based on your website’s size, traffic, and performance requirements.

8. Resolve 404 Errors

Identifying and addressing 404 errors, commonly known as "Page Not Found" errors, is essential for optimizing website speed and user experience. These errors occur when a webpage a user is trying to access cannot be found on the server.

It is recommended to check periodically for 404 errors on your website using tools. Create a custom 404 error page to help users get back to your website’s functional page.

Fixing broken or outdated links is also essential. Updating URLs or removing irrelevant links helps prevent the frustration of users and guides them to what they are looking for.

By diligently managing and addressing 404 errors, you ensure a smooth browsing experience for users, contributing to an overall faster website.

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From this blog, we can say that website speed is a necessity. The speed at which your website loads directly impacts user engagement and your online success. This blog has delved into a comprehensive guide about website speed in which we have included factors that affect website speed, how to measure website speed and how to optomise your website speed to ensure a seamless user experience.

Remember, a faster-loading website isn’t just a win for you; it’s a win for your users.

However, optimizing speed is an overwhelming task, so don’t hesitate to seek help of website optimization professionals. The experienced professionals at WebyKing are well-equipped to assist you and make a significant difference.

Contact us today to get started and ensure your website delivers an exceptional user experience.

Frequently Asked Questions

There are few common signs including slow page loading, high bounce rates help you identify the need for optimization. Conduct different website speed tests and analyze user behavior to find slow website performance.
There are some optimizations that can be done independently. But seeking a professional website optimization team ensures effective speed optimization, especially for complex websites.
Website speed is slowing down due to several reasons like high traffic, too many plugins and images, outdated code, poor server performance due to bad location, and more.

The average cost of website speed optimization services in the USA is around $50 to $10,000. However, the cost differs as it depends on several factors such as website size, service plan, experience of service provider, and more. Contact us for a free estimated quote for speed optimization services for your website.

Yes! Since the beginning of Google’s algorithm speed update, page speed has been a direct ranking factor, so it does affect SEO.