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After navigating to a page, it often takes several seconds for the page content to appear.</p> 125<p>This article looks at some of the reasons why site speed matters to your users. Weâll also look at case studies showing the results that different companies have seen from optimizing site performance.</p> 126<h2 class="anchor anchorWithStickyNavbar_FNw8" id="improving-performance-is-good-for-traffic">Improving Performance is Good for Traffic<a href="#improving-performance-is-good-for-traffic" class="hash-link" aria-label="Direct link to Improving Performance is Good for Traffic" title="Direct link to Improving Performance is Good for Traffic">â</a></h2> 127<p>In May of 2020, Google announced that â<strong><a href="https://developers.google.com/search/blog/2020/05/evaluating-page-experience" target="_blank" rel="noopener noreferrer">page experience</a></strong>â would soon become a <a href="/docs/core-web-vitals-ranking-factor">ranking factor in Google Search</a>. This update meant that web performance would be a bigger factor in how Google determines how useful a website is to a potential visitor. Google is now taking <a href="https://www.debugbear.com/docs/metrics/core-web-vitals" target="_blank" rel="noopener noreferrer">Core Web Vitals</a> into account when <a href="/docs/core-web-vitals-ranking-factor">determining how high a given website appears in the search results</a>.</p> 128<p><img loading="lazy" src="https://www.debugbear.com/dimg/e5a4853a47871033c10f63ef0c2e9468.png" alt="Factors included in the Google page experience update" style="aspect-ratio:1.778;width:100%;max-width:960px;border-radius:4px" data-abc="true" class="img_CujE"></p> 129<p>For example, letâs say that there are two identical pizza restaurants near you. These two restaurants have identical websites. If you were to search for âpizzaâ after these new metrics went live, the one that meets the C
129ore Web Vitals targets would appear above the one that doesn't. In practice, this means that faster, more performant websites see more traffic than their slower competition.</p> 130<p>In the time since the announcement, Google has continued to release <a href="https://developers.google.com/search/blog/2021/04/more-details-page-experience" target="_blank" rel="noopener noreferrer">more information</a> on exactly how performance can impact rankings in search.</p> 131<p>When it comes to organic search, a slow website is going to have fewer potential customers.</p> 132<h2 class="anchor anchorWithStickyNavbar_FNw8" id="improving-performance-is-good-for-conversions">Improving Performance is Good for Conversions<a href="#improving-performance-is-good-for-conversions" class="hash-link" aria-label="Direct link to Improving Performance is Good for Conversions" title="Direct link to Improving Performance is Good for Conversions">â</a></h2> 133<p>Once a user gets to a website, performance impacts whether they can achieve the goal that led them there. According to a <a href="https://unbounce.com/page-speed-report/" target="_blank" rel="noopener noreferrer">survey of over 700 consumers</a>, nearly 70% of users said that the performance of the website they were browsing impacted their likelihood to buy or return to the website. While this data is self-reported, it lines up with data weâve seen from similar studies.</p> 134<p>According to the 2017 <a href="https://www.awwwards.org/brainfood-mobile-performance-vol3.pdf" target="_blank" rel="noopener noreferrer">Speed Matters</a> study by Google and Awwwards, site speed is the most important factor for user experience, ahead of how easy the website is to use or how well-designed it is. The <a href="https://wpostats.com/" target="_blank" rel="noopener noreferrer">WPO Stats</a> website lists many studies depicting the impact of things like the <a href="https://www.propellernet.co.uk/the-impact-of-speed-on-ecommerce/" target="_blank" rel="noopener noreferrer">impact of performance on e-commerce</a>.</p> 135<p>Below are examples from several industries showing how a slow website can drive away potential customers.</p> 136<h3 class="anchor anchorWithStickyNavbar_FNw8" id="social-media-pinterest">Social Media: Pinterest<a href="#social-media-pinterest" class="hash-link" aria-label="Direct link to Social Media: Pinterest" title="Direct link to Social Media: Pinterest">â</a></h3> 137<img alt="Pinterest logo" src="https://user-images.githubusercontent.com/1303660/182806541-7b4c3579-bb05-40e7-8de7-fbacf362fd77.jpg" style="float:right"> 138<p>Pinterest was able to increase the performance of their mobile signup page by 60% and, consequently, <a href="https://medium.com/pinterest-engineering/driving-user-growth-with-performance-improvements-cfc50dafadd7" target="_blank" rel="noopener noreferrer">increase the conversion rate</a> of the page by 40%.</p> 139<p>Instead of using an off-the-shelf metric, Pinterest created a custom metric focusing on whatâs important to their users. In their case, that meant measuring how long it takes for images to show up on the screen.</p> 140<h3 class="anchor anchorWithStickyNavbar_FNw8" id="shopping-swappie">Shopping: Swappie<a href="#shopping-swappie" class="hash-link" aria-label="Direct link to Shopping: Swappie" title="Direct link to Shopping: Swappie">â</a></h3> 141<img alt="Swappie logo" src="https://user-images.githubusercontent.com/1303660/182806603-28725590-d6f8-426c-9dcc-a7d600880651.jpg" style="float:right"> 142<p>Swappieâs approach to performance optimization is a <a href="https://web.dev/swappie/" target="_blank" rel="noopener noreferrer">great example</a> of organizational cooperation at scale. By relating website performance and site speed to specific business metrics, Swappie was able to extend the focus on website speed beyond their development team.</p> 143<p>To ensure that the impact of their work would directly impact business and financial metrics, Swappie began by determining what metric to use to measure user experience.</p> 144<p>They chose a metric that would directly benefit from improved performance: <a href="https://www.blog.google/products/marketingplatform/analytics/mobile-challenge-and-how-measure-it/" target="_blank" rel="noopener noreferrer">relative mobile conversion rate</a>. This is a measure of how well mobile users move through the conversion process relative to desktop users. The mobile conversion rate is usually lower, and the relative mobile conversion rate is often <a href="https://d34w0339mx0ifp.cloudfront.net/content/2020%20Ecommerce%20Stats%20Report.pdf" target="_blank" rel="noopener noreferrer">around 50%</a>.</p> 145<p>After only three months of work, Swappie saw relative mobile conversion rate go from 24% to 34%. This resulted in a 42% increase in mobile revenue.</p> 146<p><img loading="lazy" src="https://www.debugbear.com/dimg/903b771fd2c14e550db893a762c565d6.png" alt="Chart showing a decrease in mobile page load time and an increase in conversion rate" style="aspect-ratio:1.545;width:100%;max-width:723px;border-radius:4px" data-abc="true" class="img_CujE"></p> 147<p>As part of the project, Swappie was able to increase their Core Web Vitals metrics across the board:</p> 148<ul> 149<li>55% lower <a href="/docs/metrics/largest-contentful-paint">Largest Contentful Paint</a></li> 150<li>91% lower <a href="/docs/metrics/cumulative-layout-shift">Cumulative Layout Shift</a></li> 151<li>90% lower <a href="/docs/metrics/first-input-delay">First Input Delay</a></li> 152</ul> 153<h3 class="anchor anchorWithStickyNavbar_FNw8" id="telecoms-vodafone">
153Telecoms: Vodafone<a href="#telecoms-vodafone" class="hash-link" aria-label="Direct link to Telecoms: Vodafone" title="Direct link to Telecoms: Vodafone">â</a></h3> 154<img alt="Vodafone logo" src="https://user-images.githubusercontent.com/1303660/182806664-e83f44d2-9934-4c12-a59f-4b72c2b73efa.jpg" style="float:right"> 155<p>Vodafone A/B tested the impact of their performance improvements to see exactly how their improved user experience translated to sales. By comparing their sales and conversion numbers from before and after the improvements, Vodafone was able to determine that <a href="https://web.dev/vodafone/" target="_blank" rel="noopener noreferrer">optimizing Largest Contentful Paint by 31%</a> increased sales by 8%.</p> 156<p>Their optimizations included <a href="/blog/render-blocking-resources">minimizing render-blocking Javascript</a>, properly <a href="/blog/responsive-images">sizing</a> images and moving to <a href="https://www.debugbear.com/blog/server-side-rendering" target="_blank" rel="noopener noreferrer">server-side rendering</a>.</p> 157<h2 class="anchor anchorWithStickyNavbar_FNw8" id="improving-performance-helps-visitors-save-mobile-bandwidth">Improving Performance Helps Visitors Save Mobile Bandwidth<a href="#improving-performance-helps-visitors-save-mobile-bandwidth" class="hash-link" aria-label="Direct link to Improving Performance Helps Visitors Save Mobile Bandwidth" title="Direct link to Improving Performance Helps Visitors Save Mobile Bandwidth">â</a></h2> 158<p>According to data collected by the <a href="https://httparchive.org/reports/page-weight#bytesTotal" target="_blank" rel="noopener noreferrer">HTTP Archive</a>, page sizes have increased significantly in recent years. In the last 10 years, the median size of web pages on the desktop web has tripled.</p> 159<p><img loading="lazy" src="https://www.debugbear.com/dimg/a23d53ee39ea8f41037b8a93238ebf25.png" alt="image3" style="aspect-ratio:1.637;width:100%;max-width:1999px;border-radius:4px" data-abc="true" class="img_CujE"></p> 160<p>This can cause problems for bandwidth-conscious consumers. According to <a href="https://www.statista.com/forecasts/1111440/size-of-mobile-data-plan-in-the-us" target="_blank" rel="noopener noreferrer">Statista</a>, over 40% of mobile internet users in the US have less than 12 gigabytes of monthly bandwidth available.</p> 161<p><img loading="lazy" src="https://www.debugbear.com/dimg/a90e8699df72978c4b118460bca395be.png" alt="Statista data on how much mobile bandwidth people have" style="aspect-ratio:1.199;width:100%;max-width:706px;border-radius:4px" data-abc="true" class="img_CujE"></p> 162<p>The increase in page size can lead to consumers having to upgrade to larger plans and spend more on mobile data.</p> 163<h2 class="anchor anchorWithStickyNavbar_FNw8" id="improving-performance-reduces-hosting-costs">Improving Performance Reduces Hosting Costs<a href="#improving-performance-reduces-hosting-costs" class="hash-link" aria-label="Direct link to Improving Performance Reduces Hosting Costs" title="Direct link to Improving Performance Reduces Hosting Costs">â</a></h2> 164<p>A faster website can reduce costs. Images, videos and other media uploaded to the website have to be stored somewhere, often with additional backups. In addition to storage, many cloud providers also charge for outgoing bandwidth when users request a file from your servers.</p> 165<p>In practice, the same kinds of image optimizations that benefit things like Largest Contentful Paint and Cumulative Layout Shift can also reduce the amount of storage space required to house these assets.</p> 166<p>One study found that not only did optimizing images and <a href="/blog/cdn">loading them through a CDN</a> reduce storage costs, but it also reduced network consumption. This resulted in an 85% reduction in hosting costs, saving over $200,000.</p> 167<h2 class="anchor anchorWithStickyNavbar_FNw8" id="should-i-improve-my-site-speed">Should I Improve My Site Speed?<a href="#should-i-improve-my-site-speed" class="hash-link" aria-label="Direct link to Should I Improve My Site Speed?" title="Direct link to Should I Improve My Site Speed?">â</a></h2> 168<p>This article has shown that optimizing site speed can benefit your business in multiple ways. Organic traffic, conversion rate, and sales can all be tied back to how fast or slow your website is.</p> 169<p>Making a website faster for users can require buy-in from stakeholders across teams. It can require making difficult decisions about features, functionality and aesthetic elements that are impacting performance. Even organizationally, the additional engineering time and resources required can require approval from management.</p> 170<p>Despite these challenges a fast website has the potential to be discovered and engaged with by more users, especially if itâs faster than its competitors. Once users find the website, they are also more likely to engage with it more deeply and ultimately convert to customers.</p> 171<p>It's also worth <a href="/docs/benchmark-website-performance">benchmarking your website against other players in your industry</a>. If you lag behind others this might lead to less search traffic and fewer conversions. In contrast, standing out as the fastest website in your industry can give you a competitive advantage.</p> 172<p><img loading="lazy" src="https://www.debugbear.com/dimg/dcc2d7d772fe06e0252317f84758adb2.png" alt="Web performance industry benchmark" style="aspect-ratio:1.333;width:100%;max-width:1009px;border-radius:4px" data-abc="true" class="img_CujE"></p> 173<h2 class="anchor anchorWithStickyNavbar_FNw8" id="test-your-website-for-free">Test your website for free<a href="#test-your-website-for-free" class="hash-l
173ink" aria-label="Direct link to Test your website for free" title="Direct link to Test your website for free">â</a></h2> 174<p>Run a <a href="/test/website-speed" target="_blank" rel="noopener noreferrer">free speed test</a> to find out if your website meets Google's Core Web Vitals and what you can do to <a href="/docs/page-load-time">optimize page load time</a>.</p> 175<p><img loading="lazy" src="https://www.debugbear.com/dimg/36b7df94d9c1bd853a65f3d4c6bafd0a.png" alt="Page speed test result" style="aspect-ratio:0.994;width:100%;max-width:880px;border-radius:4px" data-abc="true" class="img_CujE"></p> 176<h2 class="anchor anchorWithStickyNavbar_FNw8" id="monitor-page-speed-over-time">Monitor page speed over time<a href="#monitor-page-speed-over-time" class="hash-link" aria-label="Direct link to Monitor page speed over time" title="Direct link to Monitor page speed over time">â</a></h2> 177<p>Want to know how to make your website faster? <a href="/" target="_blank" rel="noopener noreferrer">Test your website with DebugBear</a>.</p> 178<p>DebugBear not only creates an in-depth report of your website, but also monitors your page speed and Core Web Vitals from <a href="/real-user-monitoring" target="_blank" rel="noopener noreferrer">real-world users</a>, over time.</p> 179<p><img loading="lazy" src="https://www.debugbear.com/dimg/d17fa486b69a507715c0690bae8b0fb8.png" alt="Core Web Vitals in DebugBear" style="aspect-ratio:1.567;width:100%;max-width:1011px;border-radius:4px" data-abc="true" class="img_CujE"></p> 180<!-- --> 181<div class="cta_Vy7l"><div class="ctaContainer_dzq8"><div class="ctaImage_MZ5b"><img src="https://www.debugbear.com/dimg/57001785e35454b95f43aa4f3bf6f857.png" alt="Illustration of website monitoring" class="themedComponent_mlkZ themedComponent--light_NVdE"><img src="https://www.debugbear.com/dimg/b2c0ae7a8dfbc4b18ba827a334c5c1af.png" alt="Illustration of website monitoring" class="themedComponent_mlkZ themedComponent--dark_xIcU"></div><div class="ctaContent_VgWi"><h2>Monitor Page Speed & Core Web Vitals</h2><div class="ctaBenefits_OYw7"><h3>DebugBear monitoring includes:</h3><ul><li>In-depth Page Speed Reports</li><li>Automated Recommendations</li><li>Real User Analytics Data</li></ul></div><div><a href="/signup" class="ctaButton_Uos9 hidden-when-logged-in"><span>Start Free Trial</span></a><a href="/app" class="ctaButton_Uos9 visible-when-logged-in"><span>Go To App</span></a></div></div></div></div></div><footer class="row docusaurus-mt-lg blogPostFooterDetailsFull_Wr5y"><div class="col"><b>Tags:</b><ul class="tags_aHIs padding--none margin-left--sm"><li class="tag_nwHU"><a class="tag_QDqo tagRegular_RTiO" href="/blog/tags/page-speed-impact">Page Speed Impact</a></li></ul></div></footer></article><div class="container_HtW6"><div class="header_Flhq"><svg class="headerIcon_gFkp" width="31px" height="31px" viewBox="0 0 31 31" version="1.1" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink"><g id="Page-1" stroke="none" stroke-width="1" fill="none" fill-rule="evenodd"><g id="blog" transform="translate(-269.000000, -1337.000000)" fill="#3D8FE5" fill-rule="nonzero"><g id="Faved-mail" transform="translate(269.000000, 1337.000000)"><path d="M3.02619048,30.6678571 L27.9369048,30.6678571 C29.45,30.6678571 30.7047619,29.45 30.7047619,27.9 C30.7047619,27.9 30.7047619,27.9 30.7047619,27.9 L30.7047619,8.525 C30.6309524,6.90119048 29.597619,5.49880952 28.047619,4.90833333 L27.9369048,4.87142857 L27.9369048,1.58690476 C27.9369048,0.811904762 27.3095238,0.18452381 26.5714286,0.18452381 C26.5714286,0.18452381 26.5714286,0.18452381 26.5714286,0.18452381 L4.42857143,0.18452381 C3.65357143,0.18452381 3.02619048,0.811904762 3.02619048,1.55 C3.02619048,1.55 3.02619048,1.55 3.02619048,1.55 L3.02619048,4.83452381 L2.87857143,4.87142857 C1.36547619,5.425 0.332142857,6.86428571 0.258333333,8.48809524 L0.258333333,27.8630952 C0.258333333,29.4130952 1.51309524,30.6678571 3.02619048,30.6678571 C3.02619048,30.6678571 3.02619048,30.6678571 3.02619048,30.6678571 Z M4.98214286,27.9 L12.7321429,20.1869048 L14.5035714,21.9583333 C15.0571429,22.5119048 15.9059524,22.5119048 16.4595238,21.9583333 L18.2309524,20.1869048 L25.9809524,27.9369048 L4.98214286,27.9 Z M27.9738095,10.4809524 L27.9738
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Data from GCP, AWS, And Azure</div></a></nav></main><div class="col col--2"><div class="tableOfContents_IS5x thin-scrollbar"><ul class="table-of-contents table-of-contents__left-border"><li><a href="#improving-performance-is-good-for-traffic" class="table-of-contents__link toc-highlight">Improving Performance is Good for Traffic</a></li><li><a href="#improving-performance-is-good-for-conversions" class="table-of-contents__link toc-highlight">Improving Performance is Good for Conversions</a><ul><li><a href="#social-media-pinterest" class="table-of-contents__link toc-highlight">Social Media: Pinterest</a></li><li><a href="#shopping-swappie" class="table-of-contents__link toc-highlight">Shopping: Swappie</a></li><li><a href="#telecoms-vodafone" class="table-of-contents__link toc-highlight">Telecoms: Vodafone</a></li></ul></li><li><a href="#improving-performance-helps-visitors-save-mobile-bandwidth" class="table-of-contents__link toc-highlight">Improving Performance Helps Visitors Save Mobile Bandwidth</a></li><li><a href="#improving-performance-reduces-hosting-costs" class="table-of-contents__link toc-highlight">Improving Performance Reduces Hosting Costs</a></li><li><a href="#should-i-improve-my-site-speed" class="table-of-contents__link toc-highlight">Should I Improve My Site Speed?</a></li><li><a href="#test-your-website-for-free" class="table-of-contents__link toc-highlight">Test your website for free</a></li><li><a href="#monitor-page-speed-over-time" class="table-of-contents__link toc-highlight">Monitor page speed over time</a></li></ul></div></div></div></div></div><div><footer class="footer" id="link-footer"> 182 <style> 183 .d-flex { 184 display: flex; 185 } 186 .align-items-center { 187 align-items: center; 188 } 189 .col-md-3, .col-6 { 190 position: relative; 191 width: 100%; 192 min-height: 1px; 193 padding-right: 15px; 194 padding-left: 15px; 195 } 196 .col-6 { 197 -webkit-box-flex: 0; 198 -ms-flex: 0 0 50%; 199 flex: 0 0 50%; 200 max-width: 50%; 201 } 202 @media (min-width: 768px) { 203 .col-md-3 { 204 -webkit-box-flex: 0; 205 -ms-flex: 0 0 25%; 206 flex: 0 0 25%; 207 max-width: 25%; 208 } 209 } 210 </style> 211 <div class="container"> 212 <div class="row"> 213 <div class="col-md-3 col-6"> 214 <h4>Learn More</h4> 215 <a href="/docs">Documentation</a> 216 <a href="/docs/api">API</a> 217 <a href="/blog">Blog</a> 218 219 <h4 style="margin-top: 20px">Product</h4> 220 <a href="/changelog">Changelog</a> 221 <a href="/pricing">Pricing</a> 222 <!-- <a href="/features">Features</a> --> 223 <!-- demo removed since we don't have path --> 224 <a href="/?noredirect">Homepage</a> 225 </div> 226 <div class="col-md-3 col-6"> 227 <h4>Features</h4> 228 <a href="/core-web-vitals-monitoring">Core Web Vitals Monitoring</a> 229 <a href="/real-user-monitoring">Real User Monitoring</a> 230 <a href="/synthetic-website-monitoring">Synthetic Website Monitoring</a> 231 <a href="/lighthouse">Lighthouse Score Monitoring</a> 232 <h4 style="margin-top: 20px">Web Performance</h4> 233 <a href="/docs/metrics/core-web-vitals">Core Web Vitals</a> 234 <a href="/docs/web-performance-metrics">Web Performance Metrics</a> 235 <a href="/blog/improve-website-performance">Improve Website Performance</a> 236 </div> 237 <div class="col-md-3 col-6"> 238 <h4>Free Tools</h4> 239 <a href="/test/website-speed">Website Speed Test</a> 240 <a href="/html-size-analyzer">HTML Size Analyzer</a> 241 <a href="/json-size-analyzer">JSON Size Analyzer</a> 242 <a href="/css-size-analyzer">CSS Size Analyzer</a> 243 <a href="/test/ttfb">TTFB Test</a> 244 <a href="/test/noscript">NoScript Test</a> 245 <a href="/har-file-analyzer">HAR File Analyzer</a> 246 <a href="/website-seo-checker">SEO Checker</a> 247 </div> 248 <div class="col-md-3 col-6"> 249 <h4>Legal</h4> 250 <a href="/legal">Terms and privacy</a> 251 <h4 style="margin-top: 20px">Support</h4> 252 253 <a href="mailto:[email protected]" style="color: white" target="_blank"> 254 [email protected] 255 </a> 256 <a href="/contact?ref=footer">Contact</a> 257 258 <h4 style="margin-top: 20px">Social</h4> 259 <a href="https://www.youtube.com/channel/UCyUo5VV1EjPCBcpZNEa56IQ">YouTube</a> 260 <a href="https://www.linkedin.com/company/debugbear">LinkedIn</a> 261 </div> 262 </div> 263 </div> 264</footer></div></div> 265</body> 266</html>
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