Page load time has emerged as the most utilized ranking factor by Google rankings from 2010. Some people may not consider it as a strong signal as far as ranking is concerned. However, page load time has an undisputed effect on other significant metrics such as sales and revenue.

In one of the studies conducted by Amazon, they found out that if their page loading speed dragged a second longer, they could lose out on sales worth a staggering $1.6 billion in a year.

Moreover, Google has found out that if their searches dragged for just one-tenth of a second, then there is a possibility that they could lose about 8 million searches daily. This could automatically have some adverse effects on revenue that’s generated by ads.

Fast loading pages undoubtedly deliver more conversions than slow pages. This means that improving your page load speed can increase your sales.

There is immense competition among businesses online. Consumers have increasingly become impatient. Besides that, the consumer’s attention span has declined drastically. In short, web users are extremely impatient. Therefore, every millisecond in page load time matters.

What happens is that when your page loads slowly with an extra 2 seconds, your bounce rate increases. The bounce rate refers to the web visitors who will fail to take any positive action while on your page. This is mostly caused by a bad experience that they could be having on your page.

If your page load time is below par, then there is a good reason to believe that you are losing out on plenty of sales. Page load time also directly affects your rate of conversion. When it’s slow, the customer acquisition cost becomes higher as you may have to invest more in ads.

What can you do to increase your page load speed?

There are some actions that you could take to increase the loading speed of your page. Usually, a page is made of various components. These include Stylesheets, JavaScripts, images, audio, and video.

A web browser takes time to download everything that’s needed to display the relevant information. The time taken is what we are referring to as page load time.

The best practices

Reduce the apps that add Javascripts to your website

If your page still has old apps that are no longer useful, remove them from your HTML. Take advantage of tools like to compress the images on your page.

How fast are the servers that host most of your web components? If you think they are not fast enough, then you need to switch to faster servers.

Use a fast server network for your site's static components

An example of such components includes Javascripts, images, and CSS. CDN (Content Delivery Network) is also a specialized fast server that is ideal for these components.

Optimize your website’s load time

You can fix a slow page load time by yourself. But you will first need to analyze it. Begin by asking what average global page load time is. You can use a website audit tool to figure this out such as a Plug-in SEO.

Once you establish your page load time, compare it with the global mean. If it falls below the global mean, then you need to do something about it. The best solution is to optimize CSS, Javascript and HTML files. This can be technically difficult, but not if you are conversant with HTML coding.

Before you start the optimization process, ensure that you create a backup of your page.  Then optimize your site and test to see if the load speed is now satisfactory. Check if there is a significant improvement in your page load speed. You should improve it to either reach or even beat the average global page load time.

If the speed doesn’t improve, check if you have implemented the best practices mentioned above properly. And if you have, then your page calls for a more extensive analysis to help you establish what may be slowing it down.

There are incredible tools that you could use for deeper analysis. You can opt to use Google Page Speed Insights or YSlow. Nonetheless, you have to be technically conversant with HTML, HTTP, CSS, and JavaScript to use these tools.

If you’ve been wondering how you can increase your revenue, check if your page load time could be slowing down. Optimize your site accordingly to make sure that your page load speed is convenient. This will improve the user experience, lead to more conversions and increase your revenue.