You’ve done your keyword research, your site architecture is clear and easy to navigate, and you’re giving users really obvious signals about how and why they should convert. But for some reason, conversion rates are the lowest they’ve ever been, and your rankings in Google are getting worse and worse.
You have two things in the back of your mind. First, recently a customer told your support team that the site was very slow to load. Second, Google has said that it is using site speed as part of how rankings are calculated.
It’s a common issue, and one of the biggest problems about site speed is it is so hard to prove it’s making the difference. We often have little-to-no power to impact site speed (apart from sacrificing those juicy tracking snippets and all that content we fought so hard to add in the first place). Even worse – some fundamental speed improvements can be a huge undertaking, regardless of the size of your dev team, so you need a really strong case to get changes made.
Sure, Google has the site speed impact calculator which gives an estimate of how much revenue you could be losing for loading more slowly, and if that gives you enough to make your case – great! Crack on. Chances are, though, that isn’t enough. A person could raise all kinds of objections, for instance;
That’s not real-world data
- That tool is trying to access the site from one place in the world, our users live elsewhere so it will load faster for them
- We have no idea how the tool is trying to load our site, our users are using browsers to access our content, they will see different behaviour
- That tool doesn’t know our industry
- The site seems pretty fast to me
- The ranking/conversion/money problems started over the last few months – there’s no evidence that site speed got worse over that time.
Tools like webpagetest.org are fantastic but are usually constrained to accessing your site from a handful of locations
Pretty much any site speed…