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Slow website loading speed is a minus for both the visitor and the search engine, which is set up to give the best results, not those that barely load. This means that even if other indicators are the same as your competitors, you may end up lower in the search results.

According to research (as reported by Yandex), for most users even 2 seconds of waiting is too much.

Google has this information: 53% of visitors do not agree to wait longer than three seconds, they simply leave.

According to statistics from Skilled.co, 79% of users do not try again if the pages appeared very slowly the first time.

64% of people are willing to wait for loading for 4 seconds (but not longer).

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Alexander Kuleshov
Alexander Kuleshov
General Director of Sales Generator LLC
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What does a one-second delay result in? A seven percent decrease in conversion rates. And that same second deprives you of 11% of potential clicks within the site.

What affects the loading speed of a website
There are three important indicators that are influenced to one degree or another by loading speed: indexing, ranking, and conversion.

What affects the loading speed of a website

Indexing

Any developer understands how important it is to get pages into the index as quickly and as fully as possible.

Search engines have a very limited time limit for visiting. This means that some pages will remain unindexed if the resource opens slowly. Or robots will perceive the site as unavailable. This leads to both new pages and those that have already been indexed earlier remaining outside the index.

The conclusion is simple: increase the loading speed if you don’t want to lose customers at the indexing stage.


Ranging

The ranking of web projects in search results is influenced by about 200 metrics, including performance. It is also an important indicator of the ease of use of the site (usability).

The role of behavioral factors is very high now: a page closed due to a long wait will be recorded by robots as a refusal. What next? Many refusals mean that your site is going lower and lower in search engine results.

If the analysis of the site loading speed shows that it is low, search engines lower the resource rating. Moreover, robots evaluate all parameters comprehensively, and the rating of your platform does not become higher just because it loads quickly. Practice shows that this is possible only if competitors are too slow. But the rating will be almost the same if the loading indicators do not differ much.

Important! The American company MOZ conducted research in this area. It turned out that the time of full page loading does not directly affect the ranking in Google. But there is a 100% dependence on the speed of receiving the first byte (Time To First Byte). And if the server responded faster, the site rises in the search results.


Conversion

If your web site is slow, people will leave - this is a long-proven fact. And here the user will not be retained by either cool advertising or unique content. No one wants to sit in front of a half-empty screen and wait for something to appear on it.

Slow operation reduces sales volumes, the number of transitions within the resource, the time spent on the blog, etc. Increasing the speed of loading the site can not only increase conversion, but also generally make users more loyal.