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Why Slow Websites Hurt Conversion Rates

03 Oct 2018

While website speed is often overlooked by companies when they are brainstorming strategies to increase their profitability, a webpage’s loading speed majorly influences a company’s bottom line. Potential customers do not want to spend much time on a website that is loading slowly when they can visit faster websites that sell comparable products. Considering 57% of a website’s visitors will leave a page that takes three or more seconds to load, it is vital for your company to find ways to improve your website’s speed.

Slow load time frustrates customers and hurts conversion. 8% of people who abandon a purchase say low loading speed was a significant factor, and a one-second delay in loading speed can create a 7% loss in conversions. If your website takes more than three seconds to load, you are missing out on several potential customers who would otherwise make a purchase on your website.

In addition, even if customers do make a purchase on your site, they are not likely to become lifelong customers. One last statistic to consider: almost 79% of customers do not make repeat purchases from poor performing websites. If you want to optimize your website speed and increase conversion, you need to consider the factors that affect website speed and make changes to help your website load faster.

What Factors can Make My Website Faster?

Web Hosting

Your web hosting company and the server it uses for your website can impact your website’s loading speed. If your company has a lot of web pages and heavy traffic, you might want to consider dedicated hosting or a virtual private server instead of shared hosting. When you are looking for a web hosting company, try to find one that has at least 99% uptime. If your web hosting company or host server is slow, your website will be slow regardless of any other changes you make to improve loading speed.


While having a high amount of traffic for your website is a good thing, your website only has a limited amount of bandwidth available. If your users are consuming more bandwidth than what you have available, then your website will not load properly. Heavy traffic also lowers website speed as your bandwidth is used. Monitor your bandwidth and traffic numbers, and adjust your hosting plan accordingly to avoid problems as you grow.

File Size

The higher the size of the files on your webpage, the slower your webpage will load. Before you put an image on your website, you should compress it. This will decrease the file size and dimensions, and it will improve your loading speed.

Server Location

Websites load faster when the people accessing the web page are in close proximity to where the server is located. People who visit the website from farther locations will experience slower loading speeds than those who visit from locations close to the server. Investing in a content delivery network (CDN) can help address this issue. A CDN stores your website’s information on data centers across the globe. When your visitors try to use your website, they will access the information from the data center closest to them, improving their loading speed.

A well-designed website can make a huge difference when it comes to conversion rates. For help creating a better, higher-converting website for your company, visit Benchmark online today!