My previous post highlighted the top five contributors to website obesity and how doing nothing is not an option. But, what impact does website obesity really have on your business? What are some steps you can take to shape up your site?
The biggest problem with fatter websites is the tax they carry on performance. The heavier your website, the slower your website becomes, if all else is equal. Web performance implications directly impact conversions and as a result, revenue. In fact for e-commerce sites, conversion rates dropped by up to 50% when "browse" page load time increased from one to six seconds. Also, 68% of people will not wait more than five seconds for a page to load on a mobile device. Yes, patience is a virtue, but not in this case.
- The ongoing shift to mobile also carries its unique challenges. Nearly half of all e-commerce traffic is driven from mobile devices; however, mobile connections are still slow and congested. Unfortunately, this isn't going to get better anytime soon.
- Not only do you have slow mobile connections, but trying to shove a fat website down a tiny pipe leads to all kinds of problems.
- Compound this with "Mobilegeddon," which is the new Google SEO policy that punishes non-mobile friendly sites, and it doesn't look pretty.
One of the easiest ways to watch your website weight is to take preventive measures to ensure your website is healthy and always keep performance at the top of your priority list.
Here are some tips to stay website-healthy:
- Clean up your website: Take out all unnecessary page content and unused assets, including third-party widgets, social buttons and unused customized fonts. You’d be surprised about how much unused code piles up over time.
- Simplify your website design: Don’t over-design, and use a limited color palette. Keep it simple.
- Use application performance monitoring (APM) tools: These monitor real user experiences to ensure your website operates at maximum efficiency.
- Optimize mobile experiences: Enable super-easy-to-navigate and accessible pages on mobile devices. Menu structure, ease of navigation and mobile performance are the three most important factors for most users.
- Implement a smarter Content Delivery Network (CDN): CDNs can provide a huge performance benefit, but choosing the right one is half the battle. Make sure your CDN doesn’t just accelerate the network, but also provides application-level optimizations, which continuously learns and improves the application behavior. After all, you want a smarter CDN that works with you all the way through application execution versus one that stops short at the network edge.
By taking these preventive measures to slim down your website, you can improve web performance without sacrificing customer satisfaction. Don’t fall victim to website obesity. Take action to improve web performance.
For additional tips on how to improve performance, take a look at the Performance section on our blog.