A major retailer recently removed an A/B testing service from its website. Average load time improved by nine per cent. Conversions rose by ten per cent. Bounce rate also improved by four per cent, and engagement (measured by pages per session) increased by two per cent.
Marketers use a lot of images on websites. They’re needed to show off products. They’re used for ads and promotions. They form key parts of attractive designs, carefully calculated to turn visitors into customers.
But when images slow web pages down, they have the opposite of the desired effect. They frustrate visitors. They turn people away. They drive potential customers to the competition.
The world of web performance is in many ways a very technical one. It’s niche, specialised. It’s technical people tinkering with code.
To some extent, this is all true. But it’s not – or shouldn’t be – the whole truth.
When we’re busy working on ways to make web pages load faster, it’s important not to lose sight of why we’re doing it. Most of the time, we’re helping organisations to make more sales. And that makes it something that marketing departments should care about.
So we thought we’d highlight a few things about web performance that we think every marketer should know.