Page Load Speed ​​and E-Commerce

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Why is Google Page Speed ​​such an important metric?
There have been many studies that have shown that faster-loading pages have a positive impact on conversion rates — that is, the less time a user has to wait for full content, the more likely they are to take a targeted action. What’s more, such sites are displayed higher in organic search results. Over 11 years ago, Google announced that loading speed is one of the most important elements of algorithms evaluating the functionality of a site .

E-commerce
If your site doesn’t load fast enough, you risk losing a customer who was already on their way to making a purchase! It’s worth noting that users rarely return to problematic sites – why should they when there are so many others that work better?

Page Load Speed ​​and Conversion
On skilled.co , we have access to results that show that 47% of customers expect a page to load in 2 seconds or less. mPulse Mobile conducted tests showing that:

when the page loads in 2.4 seconds, the conversion rate is 1.9%,
after 3.3 seconds it was already 1.5%,
when the time increased to 4.2 seconds, it dropped to less than 1%,
with a time of over 5.7 seconds, it was already below 0.6%.
PageSpeed ​​and conversion

Moreover, Walmart (an American supermarket chain) conducted research that showed a relationship between these two indicators: when the page load time was delayed by one second, the conversion dropped by 2%.

Full content of the site that appears quickly will make the user remember shopping in your online store as pleasant and will be happy to come back! This will affect the satisfaction of both sides - you will gain a customer, and he will perceive the site as efficient and worthy of attention.

What affects Google Page Speed?
The page loading speed indicator depends on several factors, which are:

The size of photos, videos, graphics on the site - they can't be too big. File conversion tools like tinyjpg.com come in handy here - they reduce their size without losing quality.tinyjpg.com file conversion toolWhat about an extensive portugal telemarketing data gallery? Here, dynamic image loading will work well – it will significantly improve the page speed of the site.
Image formats - Image file formats like WebP and AVIF often offer better compression than the commonly used PNG or JPEG , allowing them to download faster while using less data.
Hosting — should be good and, most importantly, proven.
Page code - if it is built carelessly, it can negatively affect Google Page Speed. It is worth minimizing it. Delay loading scripts until they are required. This way, you will reduce the amount of data transferred over the network.
On-Page Plugins – If you have too many widgets on your site, this can also slow it down.
Queries to the server - it is worth using a cache here.
How to check how long your website loads?
Nowadays, we have access to a lot of tools that allow us to analyze our website performance for free. One of them is PageSpeed ​​Insights .

How does PageSpeed ​​Insights work ? After pasting the URL of the page you want to analyze, you will see a point analysis of the site on both mobile and desktop devices.

PageSpeed ​​Insights
The factors analyzed by Google algorithms are:

LCP (Largest Contentful Paint) - time to render the largest content on the page.
FID (First Input Delay) - delay before the first data is entered on the page.
CLS (Cumulative Layout Shift) - the largest shift of an element on the page.
FCP (First Contentful Paint) - checks how quickly a fully visible element in the above the fold section appears after a web page loads (defining the first visible area on a web page).
The graphic shows that there is no blue flag next to the latter, which informs that it is part of the Core Web Vitals scope , but Google has already informed that this will happen in some time.

PageSpeed ​​Insights gives us specific feedback on what we could optimize to make the site more effective - it shows it with real examples, we can expand on each suggestion.

PageSpeed ​​Insights
The tool also shows passed audits, i.e. what works well on our website without affecting its loading delay.

PageSpeed ​​Insights
What should the page load time be?
We already know that the page load time should never exceed 5 seconds - but this is too general a statement. Sites that are just a little faster will still effectively scare users away. What is the golden mean? It is generally accepted that the ideal page load time is 2.4 seconds . However, this is not a rigid framework - if it does not exceed 3 seconds, it can be considered optimal.