Boost Your Website's Speed for Increased Sales

The Importance of Website Speed

Margaret had dedicated a considerable amount of time and resources to perfect her website. The large image of a professional at work was designed to entice visitors to stay and learn how they could achieve similar success. Interactive links and an animated mailbox were added to encourage visitor engagement. However, despite her efforts, Margaret noticed that most visitors left her site within seconds of arriving, resulting in no sales.

Like many others, Margaret's website suffered from slow loading times. The exciting graphics and programming features that made her site visually appealing were loading too slowly for the majority of her customers, who were using dial-up connections.

Initially, it seemed that the solution was simply to wait for more North Americans to gain access to faster internet connections, such as cable or DSL. However, the telecom industry's downturn has delayed this transition, meaning that many people will continue to rely on dial-up connections for several more years, if not a decade.

Enhancing Website Performance: A Step-by-Step Guide

To address this issue and improve your website's performance, follow these steps:

Step 1: Reduce Loading Times

The first step is to reduce the time it takes for your site to load. According to a study by Zona Research, slow loading times were responsible for a 40% loss in sales, equating to $21 billion in lost revenue.

For example, FedEx has significantly improved the loading times of their website. While large companies like FedEx may have access to advanced server technologies, some of their strategies can be applied to any website.

Step 2: Optimize Graphics

FedEx improved their website's speed by replacing large jpeg images with faster-loading gif graphics. Jpeg files, which are typically used for photos, require thousands of colors, while gif files can be compressed to include only a few colors.

For instance, many cartoon characters are created with just a few colors, resulting in graphics that load quickly. A designer revealed that impressive graphics can be achieved with just 16 colors.

FedEx also replaced small graphics next to links with HTML dots, which load instantly and maintain the site's aesthetic appeal. For examples of effective use of HTML, visit the5k.org, a site dedicated to designers who create pages under 5k that load in less than a second, even on slow dial-up connections.

Step 3: Limit Java Usage

Java-enabled links that change their appearance when a mouse hovers over them require three different graphics and additional time for the computer to interpret the Java code. Consider using non-Java links instead.

Also, reconsider using Java for scrolling news headlines, as they also take time to load. For instance, CNN removed their Java ticker, resulting in faster page loading times without negatively impacting the user experience.

Step 4: Minimize Links

Many websites feature a large number of links at the bottom of each page. However, if you have more than ten links, you may have too many. Reducing the number of links can help your page load faster.

While content-rich sites are beneficial, very long copy can significantly impact loading times. Aim for approximately 300 words on the opening page, with longer copy on inner pages.

Step 5: Reuse Graphics

Reusing the same graphics on every page is an effective way to speed up your site. Once a graphic has loaded, it doesn't need to load again. For example, placing a medium-sized logo at the top of the page and a smaller logo at the bottom can add color and personality to your site while promoting continuity.

After implementing these changes, compare your website's performance to that of your competitors. Clear your browser's cache, then time how long it takes for your page and your competitors' pages to load. While results will vary between users, this will give you a good idea of where your website stands.