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Ultimate Guide to Scalable eCommerce
PART 6 By Ian & Mark Hammersley
WEBSITE SPEED AND CAPACITY The website speed and capacity KPI looks at the current speed of your website. As you are aware, page speed is vital for a couple of reasons. First is user experience. Each quarter of a second it takes for your page to load begins to paint a negative picture in the mind of your site visitor. Slow page load can mark your business as unreliable or behind the times in the mind of your potential customer. Each small negative thought can add up to your visitor looking elsewhere to fill their order.
The second reason, of course, is page ranking. Google and other search engines use page load speed as a determining factor and will penalise sites that don’t make speed a priority, especially for mobile.
There are a couple of ways you can benchmark your site’s current performance. A handy website, www.webpagetest. org, is an excellent online tool to measure website speed.
You can also use Google Analytics:
• Sign in to Google Analytics. 64
• Navigate to your view. • Open reports.
• Select behaviour and then site speed.
Here, you want your site to register under four seconds. Between four and five is okay, but any higher and your website is getting slow. You especially want your landing pages to load quickly as this is a tangible factor in the first impression that is registered unconsciously by the visitor.
One of the most important considerations with this KPI is how fast your website is when under peak loads. It may be blazing fast on a normal day, but on holidays where it sees more traffic, and more potential revenue, you don’t want it to come to a screeching halt. This KPI helps protect all of the other work you’re doing, such as marketing and AdWords, and to make sure the website works when you need it to.
SLOW WEBSITES AND MENTAL FRICTION Like we said above, the speed of your website plays an important role in the add- to- basket, basket-to-order, and proceed-to-checkout process.
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