Website performance, as perceived by the download speed for pages by users, has become more important with the increased adoption of smartphones which typically have lower bandwidth connections than desktops. This research from Google on the impact of page load time shows why speed matters!
Recent research by Google has shown that the recommended average user perception of acceptable download time to page load is two seconds, while for the average European website it is around eight seconds.
Google and others have much guidance on how to improve site download speed, yet achieving fast download speeds has become more challenging with the widespread adoption of responsive website design (RWD), which adds to the page weight of HTML and Javascript code for a page since both desktop and mobile rendering instructions need to be provided. The multiple calls to different tracking and martech tools can also decrease site performance.
Benchmark your site or clients sites using Google's own tools such as which give instructions. Google's Services like this are all useful:
It’s worth noting that innovation in the protocols used for transmitting data can help site performance too. HTTP/2 is a major revision of the HTTP network protocol used by the World Wide Web for data transfer between web browsers and servers which is potentially faster and is being rolled out at the time of writing. The majority of sites are now using secure ‘HTTPS’ protocol (denoted by the padlock symbol in the browser bar). Google is encouraging sites to use https since it is more secure and it favours secure ‘https://’ sites when ranking sites.
By Dave Chaffey
Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask me a question.
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