{"id":19158,"date":"2022-06-20T10:14:02","date_gmt":"2022-06-20T10:14:02","guid":{"rendered":"https:\/\/www.nobraineragency.com\/seo\/https-www-nobraineragency-co-uk-blog-blog-how-important-is-website-load-time-for-ecommerce-success\/"},"modified":"2025-06-23T15:25:28","modified_gmt":"2025-06-23T15:25:28","slug":"how-important-website-load-time","status":"publish","type":"post","link":"https:\/\/www.nobraineragency.com\/seo\/how-important-website-load-time\/","title":{"rendered":"How important is website load time for ecommerce success?"},"content":{"rendered":"<p>There\u2019s always a lot of noise made by SEOs and digital marketers about website load time and how important it is to the success of any online business. But what is considered \u2018slow\u2019 or \u2018fast\u2019 when it comes to site loading times? Does it really make much difference to the user experience? And, very importantly, does it have an impact on ecommerce sales?<\/p>\n<section id=\"matters\">\n<h2>Why website speed matters for ecommerce<\/h2>\n<p>Site speed matters so much for a number of different reasons, which include:<\/p>\n<ul>\n<li>Website load time is an important ranking signal for search engines<\/li>\n<li>Load times can make a big difference to user experience<\/li>\n<li>Load times can have a big effect on online sales<\/li>\n<\/ul>\n<p>We look at each of these in more detail below.<\/p>\n<h3>Website load time is an important ranking signal for search engines<\/h3>\n<p>The amount of time that a webpage takes to load has long been something that SEOs have been concerned about, but Google officially made it part of their Core Web Vitals update, which rolled out in 2021.<\/p>\n<p><a href=\"https:\/\/web.dev\/vitals\/\" target=\"_blank\" rel=\"noopener\">Core Web Vitals<\/a> are a set of measurements that Google take from a webpage to indicate its \u2018health\u2019 from a user experience point of view, across all devices.<\/p>\n<p>The idea is that websites which pass the Core Web Vitals assessments will not be penalised in organic search results, whereas sites with multiple pages that take too long to load, amongst other things, may struggle to achieve top rankings, even if other areas of their SEO strategy are on-point.<\/p>\n<h3>Load times can make a big difference to user experience<\/h3>\n<p>A <a href=\"https:\/\/unbounce.com\/page-speed-report\/\">survey by Unbounce<\/a> reveals that page speed has an impact of the willingness to buy online for nearly 70% of consumers. The same survey indicates that half of online shoppers would be willing to forsake website video content and animations if it means that the pages loaded more quickly.<\/p>\n<p>We know how much people love video content, so if a faster loading speed is more important to ecommerce customers, it\u2019s worth taking notice of this in your <a href=\"https:\/\/www.nobraineragency.com\/seo\/\">SEO strategy<\/a> and UX strategy. <a href=\"https:\/\/blog.kissmetrics.com\/speed-is-a-killer\/\">Other research<\/a> shows that 79% of customers say they won\u2019t go back to a website that performed poorly.<\/p>\n<h3>Load times can have a big effect on online sales<\/h3>\n<p><a href=\"https:\/\/www.portent.com\/blog\/analytics\/research-site-speed-hurting-everyones-revenue.htm\">Research shows<\/a> that ecommerce website load speed can have a significant impact on sales, with the highest ecommerce conversion rates occurring on pages that have a load time of between 0-2 seconds.<\/p>\n<p>The same study indicates that <strong>conversion rates drop by an average of 4.42% with every additional second that it takes the page to load<\/strong> (between 0-5 seconds), which means that each second really does count when it comes to generating online sales.<\/p>\n<\/section>\n<section id=\"good\">\n<h2>What is a good (or bad) page load time?<\/h2>\n<p><strong>According to Google, pages should ideally load on mobile and desktop in <a href=\"https:\/\/www.thinkwithgoogle.com\/intl\/en-gb\/marketing-strategies\/app-and-mobile\/mobile-page-speed-new-industry-benchmarks\/\">less than 3 seconds<\/a>.<\/strong><\/p>\n<p>The bounce rate probability increases significantly with each additional second it takes to load, literally meaning that your ecommerce site is losing potential customers by the second.<\/p>\n<figure id=\"attachment_11083\" aria-describedby=\"caption-attachment-11083\" style=\"width: 602px\" class=\"wp-caption aligncenter\"><img fetchpriority=\"high\" decoding=\"async\" class=\"size-full wp-image-11083\" src=\"https:\/\/www.nobraineragency.com\/wp-content\/uploads\/2023\/10\/Google-bounce-probabilty-page-speed.png\" alt=\"\" width=\"602\" height=\"420\" \/><figcaption id=\"caption-attachment-11083\" class=\"wp-caption-text\">Source: <a href=\"https:\/\/www.thinkwithgoogle.com\/intl\/en-gb\/marketing-strategies\/app-and-mobile\/mobile-page-speed-new-industry-benchmarks\/\">Think With Google<\/a><\/figcaption><\/figure>\n<p>Page load time depends not only on the website itself, but also the internet connection of the user accessing it, although with much of the UK having at least a 3G connection these days in most areas, it\u2019s important for ecommerce brands to focus on the part that they can control; their own pages.<\/p>\n<\/section>\n<section id=\"testing\">\n<h2>Testing your ecommerce site\u2019s load speed<\/h2>\n<p>It\u2019s important to understand your starting point when making a plan to improve site speed, so you need to get an accurate picture of current page performance. It\u2019s also important to make sure you test all of the pages that shoppers regularly land on, not just the pages which convert best. You could potentially unlock new levels of performance by focusing on the user experience when people first land on your ecommerce site.<\/p>\n<p>There are a few different tools around that you can use to test the load speed of different pages on your website. A great place to start is with the Core Web Vitals reports in Google Search Console (GSC).<\/p>\n<p>This will highlight the URLs that pass Google\u2019s criteria and those which need work. It should be noted that GSC doesn\u2019t necessarily give you every single URL that needs work, it often provides a sample (approx. 20 pages) for each type of issue, which might mean that more detective work is needed to get the full details.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-11084\" src=\"https:\/\/www.nobraineragency.com\/wp-content\/uploads\/2023\/10\/GSC-CWV-report.png\" alt=\"\" width=\"602\" height=\"167\" \/><\/p>\n<p>You can also see stats like the average page load time in Google Analytics (GA), under the Behaviour tab, which lists the URLs and can help flag any pages which have a very high or low load time, so you can learn from what is working well on the faster-loading pages and what isn\u2019t so much on the slower ones.<\/p>\n<p>However, it\u2019s worth taking the information from GA as a loose guide rather than 100% accurate data, as people often find what they see in GA doesn\u2019t exactly match with what\u2019s seen in other third-party speed test tool results.<\/p>\n<p>If your customer-base is global, you might want to run site speed tests from different locations to find out what experiences your visitors from outside the UK are having with your site speed. A good tool for this is <a href=\"https:\/\/www.webpagetest.org\/\">WebPageTest<\/a>, using their advanced filters to change the location etc, but it can take time to run several pages. \u00a0GTmetrix is another tool than offers free speed testing for individual URLs, although the advanced features and filters require a subscription.<\/p>\n<\/section>\n<section id=\"speed\">\n<h2>How to speed up an ecommerce website<\/h2>\n<p>Just because you\u2019ve discovered which pages of your website are having speed problems, it doesn\u2019t automatically mean that you know exactly why it\u2019s happening or how to fix the issues. However, we\u2019ve listed some of the most common problems and resolutions below.<\/p>\n<h3>Optimise and compress large HTML, CSS and JavaScript files<\/h3>\n<p>Anything larger than 150 bytes can potentially cause some page speed issues as all of these elements need a http request to be made, so it\u2019s important to enable compression of these files. A software application like <a href=\"https:\/\/www.gnu.org\/software\/gzip\/\">Gzip<\/a> is commonly used for this. Before you do that, however, it\u2019s fairly common that cleaning up the code can also help reduce the size before compressing. Removing things like spaces, commas, code comments and formatting can really help. Find out more about <a href=\"https:\/\/developers.google.com\/speed\/docs\/insights\/MinifyResources\">what Google says about \u2018minifying\u2019 code<\/a> and how to do it.<\/p>\n<h3>Optimise images and other visual content<\/h3>\n<p>There is always a balancing act when it comes to image and visual content compression between file size and quality. Finding the sweet spot can sometimes take a few attempts, but using the right kind of image file can really help.<\/p>\n<p>For photos, a WebP or JPEG file type is often the best option for web, with the image coming in at under 80 kb.<\/p>\n<p>PNGs generally have a larger file size, but for graphics with fewer than 16 colours, it can be the best option. There are plenty of free online tools for compressing your images (such as <a href=\"https:\/\/compressjpeg.com\/\">CompressJPEG<\/a> and <a href=\"https:\/\/tinypng.com\/\">TinyPNG<\/a>) and they can also be compressed before exporting from design tools like Photoshop and Canva. Find out more about <a href=\"https:\/\/www.nobraineragency.com\/seo\/how-optimise-visual-content-search-engines\/\">optimising visual content<\/a>.<\/p>\n<h3>Avoid multiple redirects<\/h3>\n<p>Page redirects can easily stack up over time on webpages, whether it\u2019s after a site migration, a change to structure or maybe content consolidation or site merging.<\/p>\n<p>Each redirect means that a different request needs to be processed before the page loads, so multiple redirects can mean that this delay is significant. By updating the original link\/redirect to one that leads only to the current page, you can cut out anything in between and help to minimise this loading time.<\/p>\n<p>There are many other factors that can have an impact on page load speed, such as your site\u2019s hosting server size and setup, your DNS provider, and browser caching settings. <a href=\"https:\/\/moz.com\/learn\/seo\/page-speed\">Moz<\/a> have a really in-depth guide on this if your initial fixes of the more common problems aren\u2019t having the expected impact.<\/p>\n<\/section>\n<p><strong>We&#8217;re an experiences, award-winning <a href=\"https:\/\/www.nobraineragency.com\/seo\/\">ecommerce SEO agency<\/a> that can drive organic performance for your brand, and our team would love to hear from you. Use the form below to get in touch.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>There\u2019s always a lot of noise made by SEOs and digital marketers about website load time and how important it is to the success of any online business. But what is considered \u2018slow\u2019 or \u2018fast\u2019 when it comes to site loading times? Does it really make much difference to the user experience? And, very importantly, [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":19162,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[1],"tags":[65],"class_list":["post-19158","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo","tag-ecommerce"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How important is website load time for ecommerce success? - No Brainer Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.nobraineragency.com\/seo\/how-important-website-load-time\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How important is website load time for ecommerce success?\" \/>\n<meta property=\"og:description\" content=\"There\u2019s always a lot of noise made by SEOs and digital marketers about website load time and how important it is to the success of any online business. 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And, very importantly, [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.nobraineragency.com\/seo\/how-important-website-load-time\/\" \/>\n<meta property=\"og:site_name\" content=\"No Brainer Agency\" \/>\n<meta property=\"article:published_time\" content=\"2022-06-20T10:14:02+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-06-23T15:25:28+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.nobraineragency.com\/wp-content\/uploads\/2023\/10\/ecommerce-website-speed.jpeg\" \/>\n\t<meta property=\"og:image:width\" content=\"1557\" \/>\n\t<meta property=\"og:image:height\" content=\"715\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Laura Rudd\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@lauraherself\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Laura Rudd\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.nobraineragency.com\/seo\/how-important-website-load-time\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.nobraineragency.com\/seo\/how-important-website-load-time\/\"},\"author\":{\"name\":\"Laura Rudd\",\"@id\":\"https:\/\/www.nobraineragency.com\/#\/schema\/person\/d43ad9b298e532dfb827ca094387b202\"},\"headline\":\"How important is website load time for ecommerce success?\",\"datePublished\":\"2022-06-20T10:14:02+00:00\",\"dateModified\":\"2025-06-23T15:25:28+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.nobraineragency.com\/seo\/how-important-website-load-time\/\"},\"wordCount\":1383,\"publisher\":{\"@id\":\"https:\/\/www.nobraineragency.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.nobraineragency.com\/seo\/how-important-website-load-time\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.nobraineragency.com\/wp-content\/uploads\/2023\/10\/ecommerce-website-speed.jpeg\",\"keywords\":[\"ecommerce\"],\"articleSection\":[\"SEO\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.nobraineragency.com\/seo\/how-important-website-load-time\/\",\"url\":\"https:\/\/www.nobraineragency.com\/seo\/how-important-website-load-time\/\",\"name\":\"How important is website load time for ecommerce success? 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