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Page speed matters! Here’s a study why we think so.

Nobody likes to wait ages for web pages to load, particularly when it’s so easy to navigate to a competitor’s site. Slow web pages are problem for many owners because in that way they’re losing great part of potential buyers. If you don’t want that happen to you, check your page speed and improve it.

People expect pages loading in two seconds.

The Akamai study, published in September 2009, interviewed 1,048 online shoppers and found that:

  • Consumers become impatient when pages take longer than two seconds to load. 47 percent of consumers expect a web page to load in two seconds or less, representing a significant evolution in consumer expectation over the 2006 study, which showed customer expectations at four seconds or less. Forrester found that 40 percent of consumers will wait no more than three seconds for a web page to render before abandoning the site.
  • Online shopper loyalty is contingent upon quick page loading, especially for high-spending shoppers. 52 percent of online shoppers stated that quick page loading is important to their site loyalty, up 12 percent from the 2006 study.
  • Shoppers often become distracted when made to wait for a page to load. 14 percent will begin shopping at another site, and 23 percent will stop shopping or walk away from their computer.
  • Retail and travel sites that underperform lead to lost sales. 79 percent of online shoppers who experience a dissatisfying visit are less likely to buy from that site again, up 17 percent from the 2006 study. 64 percent would simply purchase from another online store, up 16 percent from the 2006 study.

Page Speed WhoAPI

Why do you need to care about site speed?

Seems like a strange thing to worry about, right? But the speed of your site affects every metric you care about.

Bounce rate. Search ranking. Conversion. Page views. Reader satisfaction. Even revenue.

Imagine the following situation

You are working on a campaign and invest $100K for marketing. While your commercials are on TV, your web pages become unavailable because of customers rush or they’re loading to long and rejecting visitors?

We believe that you’ll agree with us that wouldn’t be a great investment. Would it?

What does all of this have to do with me?

For beginners, loading speed of a web page affects search ranking.
In other words, fast load times equal higher rankings. And higher rankings lead to more traffic. Now, page speed is just one of about 200 signals Google uses to determine rank but that’s not an excuse to ignore it.

A faster web site means a better visitor experience. A slow website will lead to a poor user experience. Your bounce rate will grow. Page views will drop. Most important, you will lose money.

Strange Loop puts it like this: a one-second delay can cost you 7% percent of sales.



If you make $5,000 a month from your site — that’s $350 a month you are losing — and $4200 a year. Can you afford to just throw away $350 a month? $4200 a year? Sure you can if you are Bill Gates or Mark Zuckerberg. 🙂

What can slow down page loading?

First, you should check hosting you’re using. Today, many hosting providers offer it even for $1 a month. Those hosting packages are often pretty loaded and situated at badly configured web servers.
You should find a quality web hosting solution which will help you to speed up your page. If it is about bigger page, I suggest to use some of managed VPS hosting packages which will help you to remove some of the troubles that might slow down your page. In the next few lines I will present you often causes of slow loading of web pages based on WordPress CMS.

  • Widget or plugin overload: In this category you’ll find common household names like a comment plugin.
  • Too Many Ads: Of course there is a temptation to display ads once you’ve got high levels of traffic. However, one of the major causes of high-bounce rates are slow-loading ads.
  • Bloated images: Giant graphics can grab attention and pull readers in. But large images can also make downloading the page a burden.
  • Design Theme: A theme is your blog’s paint job. It’s what makes heads turn. It’s what makes people bristle with envy. And in some cases, it’s what makes your site painfully slow.
  • Analytics Code: That snippet of code you dropped across your site to measure performance might add a hair’s breadth of drag to your site speed.

How to improve WordPress web pages loading?

  • Upgrade WordPress and all additives to the latest version.
  • Remove themes you don’t use.
  • Delete additives you don’t use.
  • Delete SPAM comments.
  • Use cache.
  • Reduce PHP i MySQL inquiris.

Turn off ‘drafts’:

How many times you started writing some article and gave up but forgot that post stays saved in a „drafts“ folder? That could slow your page down. To turn off saving drafts, use next code line. You should input it in ‘wp-config.php’ file.


Put JavaScript to the bottom of the page:

If your JavaScript is slowly loaded, you should put it to the bottom of the page so all other elements could be loaded before JavaScript code.

Services you can use to check page load speed:

1. Page Speed Insights


2. Google Analytics Plugin by Yoast


3. Pingdom Website Speed Test


4. YSlow


5. Load Impact


6. First Site Guide

7. Webmaster Ninja speed test and monitoring

Written by Branimir Grabovac

Branimir founded a hosting company when he was 15 and sold it three years later to one of the biggest Croatian hosting companies. Branimir has 3+ years of experience in business development and more then 8 years of experience in web design and programming.

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