Andrew King’s Website Optimization says Google’s increase in page load time from 0.4 second to 0.9 seconds decreased traffic and ad revenues by 20%. For Amazon every 100 ms increase in load times decreased sales 1%. Time does mean money.
The load time of your website, especially your homepage, impacts how clients perceive your business as well as how well you rank and how much you pay for Google AdWords. If you think you’re 4 second load time is fast, it’s actually slower than 65% of websites.
Quick tips to help speed
- Make sure every image is less than 30KB! Optimizing 4 images from 300KB to 30KB can save users a full second
- Eliminate audio. You may be adding as much as 3 seconds for a single song
- Delete unused plug-ins from your WordPress blog
- Use post summaries instead of full length posts on your blog homepage as described below
- Offer a mobile-friendly version of your website
Check your load time at www.google.com/webmasters under Labs > Site Performance.
Update your blog to use excerpts
When a potential client reaches your blog, do they have to scroll for days to find what they are looking for? Have you ever tried loading that page on a mobile phone? It’s like being put on hold for 2 minutes.
Display post excerpts instead of full-length posts to allow the visitor to see your content more quickly. Full posts on a homepage will hinder the loading of additional images and content, and can often be frustrating for a user. Let users quickly scan a single image and paragraph for each post on your blog homepage and then click to read more about the one they find attractive.
In WordPress, the “More” tag will automatically create the “Read More” link and will hide the content below it from the home page. To insert the “More” tag, click your mouse cursor at the spot where you want “Read More” to be. Then click the “More” button at the top of the post editor.