Website speed optimization. How to do it in 2020?
Dec 28, 2019
10 min read
What is website speed optimization?
The term website speed optimization essentially refers to the time length at which web sites or media content is downloaded from website hosting servers and displayed onto the requesting web browser. Page load time is the time duration between clicking the link and displaying the entire content on the requesting browser from the web page.
We live in a fast-moving world. People want everything as quickly as possible. They seem to be unhappy when something takes too long. Website speed optimization takes away one barrier between you and your websites. You might have closed out the browser tab or felt less inclined to patronize the website once it loaded. Google understands that consumers want fast access to products, information, and services.
The Website speed refers to how fast your web page loads when someone clicks on a link or manually types in the URL that directs them to your web page. Website speed optimization can put you ahead of your competitor websites, which will improve your Google rankings.
If your website loads in three seconds and your competitor’s web page loads in nine seconds, Google wants to serve up your content first. If you have a slow website, you need to systematically consider potential experts and resolve them, so your visitors have a more enjoyable and useful user experience.
Benefits of page speed optimization:
The faster your website speed for loading, the lower the bounce rate in Google. If your web page is fast, you have a better chance of ranking on Google over slow websites that drive high bounce rates. The main reason to speed up a website is to improve the user’s experience. Most web page owners make a great effort to engage users through their content and graphics, but the first impression is their website loading time. E-commerce success is highly dependent on delivering a good user experience through fast page speed optimization, especially on mobile devices for conversion and revenue. Google's main goal is to satisfy user's needs, so it penalizes with lower speed loading sites that fail to offer value to their visitors.
Five ways to optimize page load speed:
Web page speed optimization decides whether a user to your site will explore further or part their ways. More than 83% of visitors expect a website to load in 3 seconds or less and more than 40% of visitors abandon a web page if it takes more than 3 seconds to load.
In addition to losing out on page views and traffic, your ROI and conversions also go for a toss if the page doesn’t provide well. A slower site load time also hampers the Search Engine Optimization, User experience and brand image of your business industry. Website speed optimization is an important factor that Google uses to determine search rankings, both on mobile and desktop. According to Google, website speed optimization is a key element of your landing page experience and has a great impact on your AdWord Quality Score.
As per statistics, it wouldn’t be an exaggeration to say that even a minute seconds delay in the page load time results in the loss of substantial traffic and potential sales. And this loss is amplified several times over if don’t you have not been concerned about your mobile site’s speed. Faster page load time not only makes your users happy, but it also decreases your bounce rate and improves your conversions manifold.
From your point of view and a search point of view, take a variety of these metrics together to figure out how you should see the site with regards to speed. With all of this in mind, five tips to help you the Google gods with your website speed optimization.
Implement Accelerated Mobile Pages (AMP):
Accelerated Mobile Pages (AMP) is out and has been speculated to have two benefits to optimize web page speed. One is it will have a Fast label designation on search engine results sites, and the second one is that it will be a ranking factor. The aim for AMP is for publishers to be able to load their web pages quickly on mobile since mobile responsive could be slow and clunky because desktop resources are heavy and plenty. It is best to optimize the experience of mobile browsing for all visitors by standardizing a mobile version of your page with AMP.
Minimize redirects:
Redirects are instructions that automatically take website users from one page to another location. Each redirect takes up valuable milliseconds, creating a slower page load speed. This is especially problematic on mobile phone devices because they often depend on less reliable networks than desktop or laptop users. Webpage redirects create additional HTTP requests which negatively impact the performance of the site. You should keep them to a minimum or eliminate them. By running a site scan, you should identify all redirects on your page. Then you must check if they serve an exact purpose and leave only the needed ones.
Use a content delivery network (CDN):
A content delivery network is a set of web servers distributed across different geographical locations that provide web content to visitors about their location. Your website’s speed is greatly affected by where the visitor’s location is, relative to your web server. When you host the website on a single server, all end-users requests are sent to the same hardware. For this reason, the time needed to validate each request increases. The load time increases when users are physically far from the main server. With the help of CDN, end-user requests are redirected to the nearest server. As a result, the content is delivered to the end-user quicker and a web page works faster. This process is expensive, but a quite effective way to website speed optimization.
Prioritize lazy loading:
High-resolution images can slow down the loading time for your webpage, as well as increasing memory and page weight. You must cut them from your page entirely, but you should want to keep them in. Lazy loading is a way of speeding up website load time without having to get rid of your resource-heavy content. With lazy loading, only part of the website is loaded at a time, the particular section that the viewer is looking at that second, so you will put offloading the next section until the user scrolls down to it. Lazy loading is a must if you have implemented infinite scrolling, which is most popular with content-heavy sites, but it can help on all types of web pages.
Cut down on plugins:
If you have a site that runs on WordPress or a similar other platforms that relies on plugins for extra functionality, those plugins could be reducing the speeds of your site, affecting its interactivity metrics and dragging down your website speed optimization. Some plugins might be necessary for your site, like your online payment processor, but others may not serve many purposes anymore. Many plugins query third-party servers for information, which might further slow down the speed of the web page. Extra plugins can lead to database bloat, making it much slower to load, gratuitously expanding the weight of your site, so the fewer you have, the better the website speed optimization.
Conclusion:
A typical end-user expects web sites to load in less than 3 seconds. If you don’t meet this barrier, you may lose a lot of website traffic and, as a result, your revenue reduces. So, by applying a simple yet effective website speed optimization approach, you can improve your business to the next level. You should check and evaluate the key factors of considering conversion, website success, visibility, and usability. You may test your current website speed and prioritize the web pages and features that need attention concerning these three factors.
You have to implement accelerated mobile pages to load the web pages quickly on mobile without any delay. You should minimize redirects to avoid wasting your valuable time. You have to use a content delivery network to deliver the content to the end-user quicker irrespective of their location. You must prioritize lazy loading to speed up website load time in spite of resource-heavy content. You should cut down plugins to avoid unnecessary actions that slow down the page speed.
Contact a highly skilled web development team that has created a fast, proven, and cost-effective process for completing site speed optimizations for the brands they partner with. We handle the entire process of optimization from A to Z and eliminate unnecessary elements on your site that could be slowing down your website load time. The highest converting websites with the best end-user experience fall between the A and B range. With the best website speed process partner, all the clients may move into A and B. The process that expert web development team has developed has been proven to get amazing results for brands all over the world and takes your business to the highest range.
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How Are Your Website Metrics Dumping You?
Most of the successful marketing teams value the role of analytics and the metrics in deriving insights and strategy formulation. Available big data is crucial in understanding your consumer's behavior, the context and the methods operating on them while they make a purchasing decision. Whether it is checking the change in your email response rate or understanding the variation in the leads, everything that impacts your online business is important data.Analyzing the data is crucial because it is both able to present a concise picture of things that happened in the past and can, to a great extent, predict the pattern of consumer behavior and how that might change in the future. That's why Drucker remarks, "What gets measured, gets managed". But Can I Trust My Data? Based on the sample size, the duration when the data is collected and other factors, you derive an interpretation from the available data. What I find out is that quite often, it is the interpretation and not the data that is to be doubted. At times, we put too much emphasis on a particular set of data while ignoring the rest and thus we build a prejudice. Consequently, the selected metrics might lead us to draw inaccurate and non-relevant conclusions that can cost us after a certain duration. These data streams may indicate improvement, but it is not always that they have strong connection with your organization's progress.Moreover, since these data are dynamic and have time-dependency, they do not always correlate with the figures that matter for your marketing strategy. Some of these deceptive metrics are: Web Traffic Who does not like more attention? Especially in the digital marketing world, it seems that there is a race to get as much web traffic as one can acquire. But is getting more web traffic always a good thing? Let's suppose that you decide to boost traffic on your website and spend a large amount of money on Google Adwords. You might get more traffic consequently, but will that be any good if none of those users convert into buyers or proceed to email sign ups? Certainly, in that case, the acquired traffic is not connected with your company's mission. Number of Downloads Often, websites provide free resources such as e-books, brochures, and other PDFs to attract a particular segment of the audience. Tracking the number of downloads is not very helpful because it does not reveal who is downloading those resource nor does it tell you how these users found it. Due to the lack of a proper context, this metric can not be used to derive any actionable. Time Spent On Your Site Most of the marketers consider the time by the users on the website as an important metric. Unless this data point is used along with other available data point to make a comparison, it is no good to analyze the time. Though considered as a behavioral metric, it does not suggest you any much on how to improve the content. To make this metric work better, you will need to find out more about the users who download your content. Are those visitors lying in the potential customer belt or are they rival professionals keeping a track of what you are doing? Number of Unique Visitors Essentially, this number tells you about how popular your website is. More the unique visitors, the better it is for your website's popularity. Again this metric is not very actionable superficially, and you will have to check for the user's activity on your website to understand whether the unique visitor is worth your attention. Use analytics to find out what they clicked on, the source from where they landed to your website and other meaningful behavioral information about these unique visitors to have a larger picture. What Then Is a True Metric? Though there can not be any general formula to determine a universally accepted list of metrics, a true metric should have the following characteristics: It should suggest an actionable Whenever you see a proper report about some metric, the results should convey an actionable that should be incorporated to get better results.For example, when you see a report about split-testing, you should be aware of what improvement your site needs so that the discrete consumer group gets to see different versions of the product and thus get a more personalized response. It should be accessible and easily generated If you report about a tree falling in a forest and the report is incomprehensible, is it any valuable? In essence, the metrics should be reportable in a format such thati) all your team members can grasp them ii) everyone in your team can have access to the latest data reports To make the accessibility feature even better, the duration between executing actionable and seeing results should not be very large.To achieve that end, the metrics should be presented in a very simple way. Some examples of metrics that you should really care about: Email Newsletter Subscription More the subscription, more the chances that you can get the subscribers converted into buyers. Cost Per Lead It is calculated by dividing the marketing expenses by the number of leads generated online. It can give you a rough idea about the amount you need to spend to get one customer onboard. Conversion Rate The conversion rate is one of the crucial metrics that you must look for since it is an indicator of whether your marketing efforts are working or not. Regarding results and total revenue generated, this metric can provide useful information. The Average Length of Account Subscription Just counting the number of subscriptions won't help. To get desirable insight, it is recommended that you keep track of the duration of the account subscription. Also, you can analyze the number of account upgradations to keep a better check on your website's performance. Conclusion Website's metrics presents before you the macro picture of how the website has been able to engage its audience. It should also tell you about the progress you are making to increase its influence and by optimizing the areas that need improvement, you can design actionable tasks to make your website better. Also, these data sets are concise information about the trends that are working in the market, so with an intelligent choice of metrics that matter, you can predict consumer behavior, and that is key to your organization's success. ...
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6 Steps To Succeed With Marketing Intelligence For Your Company
As a business owner or a company leader, you tend to spend a lot of hours dwelling on your company’s marketing tactics. You must have encountered terms like ‘Marketing intelligence’ and ‘Competitive marketing’. So, what is Marketing Intelligence, and what is Competitive Intelligence? Marketing Intelligence is the day-to-day information collected from a company’s market, this data or development metrics are then analyzed and put together to make crucial business decisions such as recognizing important market opportunities, and identifying market penetration strategies that enable the business to boost their revenue in the end. On the other hand, when we talk about competitive intelligence, we mean analyzing the data gathered by studying the company’s market competitors. How can someone map out their company’s process of competitive intelligence? Well, that question may have an elaborated answer. As we dug into several studies and saw various competitive intelligence reports, we found several parameters such as KPIs, goals, and resources, etc. We found out that different companies had a distinct process or a different mechanism behind building their competitive intelligence. The process of building Marketing intelligence emphasizes more on knowing what the rest of the market is doing. It allows you to know about the audiences you can target and tells you the current strategies of your market leaders. Nowadays parameters like CRMs, social media website analytics, audience segmentation tools, etc are helping businesses to grow at a greater pace than ever before. When we talk about investing in Marketing Intelligence, we talk about investing in enhancing your company’s marketing. If you are a business owner, marketer, or company leader, then you must go through these six steps to succeed with effective Marketing Intelligence for your company. 1. Identifying Your Competitors Benchmarking What is benchmarking? When you measure the quality of your product against the quality of those products that are produced by the current market leaders, it is called benchmarking. You need to set your standards and identify your competitors. Competitors can be both direct and indirect competitors. Identify Your Direct Competitors - Do Market Research - Analyze the market of your goods or services. See which companies are selling the same product as you. Which market competitors do you often see in the sales process? Watch out for their products and marketing strategies. Customer Feedback Is Vital - Once you build a decent customer base, make sure to take their feedback on your services and products. You can also ask them about the products they usually prefer to buy from a competitor. They may reveal some new competitors! Social Media Community Posts Or Forums - A recommendation from a friend or a family member influences our buying behavior. In today's digital world, customers take suggestions from social media websites and online forums like Reddit or Quora. You can dig into such posts because they’ll tell you more about your competitors. Identify Your Indirect Competitors Keyword Research - Perform a competitive SEO analysis to find out which brands or businesses are competing with your business in terms of content on Google. Every query on a search engine begins from a keyword. You have to be aware of the keywords that your indirect competitors are using. Analyze Google SERPs - Your indirect competitors might be choosing the same topics that might be valuable for your products or website too. Recognize those keywords that are closely related to your products and services. Analyze the SERPs to spot websites that have similar content or keywords, those websites are your indirect competitors. Paid Data - Go into Google AdWords to evaluate the keywords that are crucial for your brand. Is the competition high for those keywords? If yes, then spot the businesses that are buying ads on those keywords. These paid ads might be competing with your content. Paid data will let you know about the competitors that you weren’t aware of. 2. How To Select The Right Metrics to Measure? Choosing The Metrics to Measure Choosing the correct metrics to measure your brand and performance depends upon your business objectives and your digital marketing strategy. Your strategies must be a mix of both, brand-based marketing and performance-based marketing. But it is not possible to consider everything during the process of building marketing intelligence for your business due to limited resources, therefore, you can focus on the following metrics. Brand-Based Metrics - Demographics of your audience. The shifting behavior of your audience across the web. The intent of your audience and major trends in the category. Performance of your competitors and their tactics on social media platforms?. Performance-Based Metrics - Your competitors’ keyword rankings (non-branded). Your competitors’ website traffic and acquisition channels. Your competitors’ budget for digital advertising on all platforms. Your competitors’ strategies for email marketing, SEO, paid ads, display ads, CRO. Apart from these metrics, when it comes to building a robust digital marketing strategy, you must know the essential details about your competitors like - What is their spend on ads?, What amount of traffic are they driving to their website? What type of content do they post and what is the retention rate? etc. 3. Gather Audience And Intelligence Data Of Your Competitors Intelligence gathering is a prime segment of effective marketing intelligence. Every business or brand collects Marketing Intelligence data in its way. Even local businesses keep an eye on ads that are displayed in the newspaper, on the other hand, large companies create their pool of data by buying data through various platforms. Almost every business in the world focuses on internal data provided by platforms like Facebook Audience Insights, Social Media Analytics, Google Analytics, Excel. It is very important to recognize your competitors’ online presence. This step is a time-consuming step of the research phase. Apart from internal data, try exploring their content that is publicly available such as product pages, websites, project teams, social media content, announcements, etc. You can evaluate this data to gather helpful insights. 4. Design A Competitive Analysis When we talk about evaluating the gathered intelligence data, we talk about breaking down the statistics or information to pull out crucial trends and important details. Once you have these chunks segregated into several other segments, it becomes easier for the whole organization to understand and interpret them. The information can be easily passed on to the whole organization. Design a competitive analysis for your business, it can be done in several ways. You can perform a benchmark analysis wherein you can gather all the information about your competitors and make a separate profile for each of them. Making such profiles are very beneficial because it allows you to see all the details of all the competitors in a single document. You can also perform ‘real-time’ analysis and track their actions. One of the most effective ways to keep track of your competitors’ actions is to set up instant alerts on their product changes, new customer feedback, etc. This will allow you to provide a day-to-day analysis to your team. 5. Communicate The Marketing Insights Throughout The Company Well, it’ll be a waste of time and effort if the gathered marketing intelligence data is not being utilized to enhance your marketing strategies. Therefore, it is necessary to pass on this vital information through some sort of platform to the whole organization. You can use dashboards provided by platforms like Google Data Studio and Tableau. The only issue with such dashboards is that they need to be updated constantly. Automatic dashboards can be costly and challenging for your team because they require integrations and APIs. A large number of companies share their marketing intel through email, some still rely on meetings, others use an internal team chat through communication tools like Slack or Campfire to deliver instant messages or updates to the team. You can also use tools provided by companies like intranet or wiki to deliver alerts to your team and store all the profiles of your competitors. Another way to deliver important updates about your competitors to your team is by choosing the old traditional method of providing slide presentations to them. Slides are simple, shareable, approachable, and can be easily accessed. You can mention your key points to your team and explain to them your objectives in a short time. 6. Convert Data Into Action And Action Into Results What is the ultimate aim of marketing intelligence? Better marketing performance and results, right? Whether you want an increase in sales, more brand visibility, a larger customer base, etc, there can be several different business goals. The most important thing is to link your marketing intelligence with your marketing strategies. Well, we still don’t have those software or tools that can magically build a link between your marketing intelligence and your marketing strategies. We can’t automate them. But there’s one thing that we all can do, it is the process of backing our strategies with our data. The sphere of marketing has evolved significantly. We can now rely on data-driven strategies. Most of the data that was collected in the past 10 years has largely affected the present state of our marketing environment. So whenever you are evaluating or developing marketing strategies, make sure that you come across both, internal as well as external data. So once you have identified your competitors, collected the data, analyzed it, and passed on the information to your organization, you need to convert your data into actions. For instance, the data gathered can be used to tweak your content marketing strategies, social media strategies, A/B tests or it can be used to develop new marketing plans. The data gathered about your competitors’ products or the pricing can be used by your product team or sales team in their sales processes respectively. The process of building marketing intelligence for your company is a very crucial step. As we have discussed earlier, marketing Intelligence is the day-to-day information collected from a company’s market.The data or metrics gathered can be very beneficial for a company. It can help a business like yours in making better business decisions. It can help your team in identifying important market opportunities and can help you to figure out market penetration strategies that can boost your company’s annual revenue. Make sure to follow these six steps to succeed with marketing intelligence in 2021. ...
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How Can SEO Help DTC Brands Prepare For The Future Of Retail
As the world is going digital each day, people are already in awe of all the benefits related to Digital marketing. Talking about the key features that make it worth it for the business owners, everyone would agree that Search engine optimization (SEO) has created a difference for them. After witnessing the wrath of the covid-19 wave, even those established business owners who were already making good profits with the traditional ways have shifted to the online landscape. That’s why they need more advanced SEO services has been on an all-time high. This demand is undoubtedly justified because SEO proves to be a massively beneficial tool for these DTC businesses. It improves the visibility of a website, but it also proves to be a cost-effective tool for business owners. Let’s discuss some key reasons that probably make SEO the most sought-after digital marketing tool of the new age. Source: Unsplash Organic search matters Gone were the days when paid marketing tools or fake ads would get customers to your doorstep. As technology evolves day by day, Google is also streamlining its efforts to provide maximum to its customers. And that’s why organic search is the new tool that can broadcast your brand in the best way possible. The ranking of a website improves if more and more users visit it. And just for the information, Google owns a large portion of the internet compared to its competitors. So if your website is organically welcoming more and more visitors, Google will try to improve the ranking. And that’s where SEO tools will help.Search engines contribute a pivotal amount in improving the ranking of any website, and that’s why SEO tools are a much-needed asset for any DTC business owner. Source: Unsplash SEO is excellent for your Brand’s reputation The key objective is to create a good, profitable website for a business's services or products. SEO plays an essential role in establishing it. An informative website that provides a clean and effective user experience to the customers is ideal for building credibility and trust. To achieve all of that, one has to create digital strategies that are spot on. But a lot more needs to be considered when it comes to improving the online reputation. Some key aspects like: Organic natural links User’s behavior on the website The signals provided by the machines Content of the page On-page optimization elements These factors also play a significant role in establishing a reputation, ensuring top results and profits. SEO helps the consumer Search engine optimization provides a blueprint to a business owner about the customers' critical requirements. The stats associated with SEO, be it an elaborated report or word form, signal users’ intent, and behavior. One can achieve it in a variety of ways like: Search query data Google analytics SERP stats Artificial intelligence insights All these collectively support a business owner in seeking a clear vision about what a customer needs. Keeping a check over these reports regularly and making viable changes in the strategy based on these reports can help a business owner in plenty of ways. User experience matters Have you ever walked into a store or shop that doesn’t seem to be welcoming from the outside? Well, we indeed doubt that. The reputation of a brand depends upon the way they market it. A well-lit shop with an attractive paint job will likely have more customers than a usual store. The same concept gets followed in the digital marketing landscape. User experience is an important aspect to be considered and needs the same amount of importance. To achieve the right amount of organic rankings and that boost in visibility, one should focus primarily on improving the user experience factor of their website. Google empowers the customers with some insanely helpful tools to find out about the customer’s experience. Local SEO is also helpful With the new boost in the digital marketing world, the contribution of Local SEO strategy cannot be ignored at any cost. Local SEO proves to play a pivotal role in the growth of small and medium-sized businesses. Source: Unsplash The key objective of Local SEO is to improve and optimize the local digital objects and properties of a website that helps a customer find out things easily. We are certainly familiar with the fact that people would always prefer a local brand rather than a global one. That’s why doing Local SEO and optimization that focuses on towns, spaces, regions, cities of a local area allows a brand to attract more and more customers from a local level. SEO strategy comes with backlinks and local citation strategies that help optimize the website's content. The key features that can help in elevating the local SEO part of a website are: Improving Google My Business listing. Preparing for an efficient Knowledge plan. Updating the social media profile A lot of customers out there also rely on Google reviews. So the best way to increase the brand's reputation and boost profits is through Local SEO. Sales can improve with the help of SEO Research also plays a key role when it comes to focusing on the right strategy to increase sales. As the whole industry is aware that market trends keep on changing with each passing day, a business owner should also emphasize improving the research part of the website as well. Taking the help of the right kind of SEO tactics, pitching the customers with good deals, unique products, and rapid deliveries are some of the key features that can attract many customers to your end. It improves the billing cycle for a business owner, which easily reflects on the profits. If a brand wants to achieve that ground-breaking success in a field, it should increase its visibility. SEO practices keep on evolving The fun fact about Search engine optimization is that it keeps on evolving. As technology is growing with each passing day, the strategy to improve the rankings of websites should also be improved. Internet is a vast pool of knowledge where everyone can access almost everything. So your competitors can also implement the same strategy that you’ve applied on your website and increase their rankings over Google. That’s why SEO tools need to be viably applied over the website and require constant monitoring by the authorities. These things associated with a website play a significant role in Google rankings. SEO improves your Internet understanding The new digital world of websites and emailers is simpler on the outside but supremely complex from the inside. Amidst this ever-changing and ever-evolving environment associated with the World Wide Web, a business owner should know the simple working of the internet.SEO tools come to the rescue to enable the customers with the same. Essential SEO tools, SEO tactics, and performance analytics are critical factors that help a website owner understand the fundamental principles of the internet. Knowing everything related to the internet, local SEO, business comparisons, etc., proves to be an asset for building the future of DTC brands. Using SEO is a cost-effective approach If you view SEO as a marketing cost or a marketing tool, you should think again. Search engine optimization provides that brand reputation to your website that it deserves, along with helping you reach those business milestones that used to be your dream. So rather than considering it as a marketing tool, you should take it as a business investment. Implementing the right strategy on your website would yield fruitful DTC benefits in the future. The investment that a business owner invests turns out to be negligible regarding the benefits that a business gets with it. SEO supports public relations Everyone associated with the digital marketing industry has witnessed the potential of public relations. A company should have a progressive strategy to improve the SEO and PR practices to increase the visibility of its brand. A user usually trusts that brand with the right kind of popularity on the internet. A celebrity face or celebrity-featuring ads can also help, but key SEO tactics prove to be a critical aspect of the brand’s awareness. SEO is a long-term thing If you’re a business owner and want to implement an SEO strategy in your business, you should be well-versed with one thing: Search engine optimization is a long-term strategy. Implementing the right kind of SEO strategy is a viable thing, but it takes a certain amount of time for the changes to be reflected. The website visibility over the internet improves with time and exemplary efforts. Positive Google reviews, constant orders, effective public strategy are some of the key features that can help in improving the awareness about the brand and its visibility over the internet. If a business owner wants to broadcast his DTC brand to the world in the best way possible out there, they need the right kind of SEO strategy. Saffron Edge is a renowned name in the SEO fraternity in exhibiting a brand’s positive image over the internet. So what are you waiting for? Click here to elevate your brand’s visibility today. ...
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