Website loading speed is critical for your user experience and search engine rankings. Since people tend to like faster loading websites, they quit visiting your pages and go to your competitor’s pages. Obviously, the longer response time your website has, the more page abandonment occurs. In addition, slower website loading speed leads to fewer page views and lower search engine rankings.
Fast websites are especially important when it come to accessing them from mobile devices. Recently, people search more often from mobile devices. However, mobile websites normally have slower loading time compared with desktop websites. This gives visitors a bad user experience and decreases customer satisfaction. Therefore, website loading speed affects bounce rates and can impact your conversions. So if you own a slow loading website, there’s no doubt that you are losing business opportunities.
The easiest way of fixing your loading time is to use Google PageSpeed Insights. It’s a very handy tool that gives an overview of the website performance.
How Google PageSpeed Insights Works
Google Pagespeed Insights analyzes each content of a website and suggests how to shorten the page loading time for mobile and desktop devices. As Google officially announced the loading speed of a website affects the search engine results ranking, you need to reduce the loading time of your website and improve user experience.
The pictures below are the results of the Google official blog. As you can see, you will get the analysis for both mobile and desktop devices and the score range is from 0 to 100. It will show you the priorities with three colors; Red (should fix), Yellow (consider fixing) and Green (not problems found). Therefore, it would be wise to start fixing problems with red priority because those have a big impact on the page display speed.
We listed up the 15 suggestions Google Pagespeed Insights tells you. Improve your web performance for a better engagement and conversion.
10 Speed Rules of Google PageSpeed Insights
Avoid Landing Page Redirects
Since HTTP request is generated every time you redirect, it is possible to improve the web page performance by minimizing the number of redirection.
You can reduce the download time by returning the files that have been compressed on the server to gzip format to decrease the data usage, not the original files that have not been compressed. Make sure that you have enabled gzip compression on your server.
Improve Server Response Time
The response time of the server is the time taken to read HTML from the server to start the rendering of the page. If the response time takes much time greatly, the web performance would be a problem. You should reduce the server response time to more than 200 milliseconds.
Leverage Browser Caching
You can reduce the image size by converting to the proper formats like png, gif, and jpg, removing the unnecessary elements of your image files.
Optimize CSS delivery
The browser blocks external CSS files before drawing visual contents. Optimizing CSS delivery helps you to inline the CSS file and eliminate the waiting time.
Prioritize Visible Content
If the amount of the requested data exceeds the congestion window, round trips between servers and users to read a web page will be needed. In the case of slow network, the load time will be also significantly delayed. You should reduce the size of the above-the-fold content of your page.
Use Asynchronous Scripts
Asynchronous script makes page rendering faster. So use asynchronous scripts to optimize web performance.
5 Usability Rules of Google PageSpeed Insights
With plugins, it is possible to make it easier to process special type of contents including Flash, Silverlight, and Java in the browser. However, it would be a major cause of the problems like hang, crash, and security. Therefore, you should avoid plugins as much as possible.
Configure the Viewport
Viewport controls the appearance of the web page on a mobile. If you don’t have a viewport, the mobile devices will render the page in the width of the desktop screen in general. If you set the viewport, you will be able to control the scaling of a variety of devices and the width of the page.
Size Content to Viewport
On both mobile and desktop devices the user experience decreases if users need to scroll horizontally or reduce the display to see the entire page. To prevent the need of scrolling horizontally, you have to adjust the content to fit the width of the viewport.
Size Tap Targets Appropriately
In touch screen devices, it becomes difficult to tap more accurately than a mouse cursor if buttons and links are too small or too close. To not make users confused to tap by mistake, you must create target taps largely and place each taps separately enough.
Use Legible Font Sizes
The four units of web font size are px, pt, em, and %. Viewport affects the scaling of the font of the mobile devices. So always use legible font sizes to make your web page load faster.
Website loading speed is a very important factor on your business. Improving the time brings you to not only repeat visitors, but also a better user engagement and conversions. By all means, faster is better. Take the advice of Google PageSpeed Insights and optimize your web performance.
How do you reduce the loading time? Let me know your experience in the comments!