Why Site Speed Matters In 2022

When it comes to visiting a website, are you just like the rest of us, or are you the exception to the rule? If it’s the first, you won’t hang around when you visit a site. In fact, according to research, if a website doesn’t load within two seconds, you’ll be gone. We’ve all got used to things happening in an instant in life, and our expectations of website speed are no different.  

If you are running your website, it is more than vital that you understand website speed and why it matters so much in 2022. If you have come across core web vitals, you’ll already know why. If not, read on and let us fill you in. 

Why Site Speed Matters In 2022

Core web vitals 

Whereas Google can often be a mysterious beast and leave us all guessing just how its algorithm works, core web vitals are something that it has been exceptionally open about. Why? Well, Google is all about providing the best user experience. That means that it wants to rank sites with great content and those with UX in mind. 

2021 saw the launch of core web vitals, and this had its focus on, amongst other things, website speed. It looks at how sites perform in terms of loading speed, interaction, and visual stability. If load times come in longer than 2.5 seconds, site owners can expect consequences. Google has openly said that sites with slow website speed will be ranked below other relevant sites faster. 

User expectations  

While it matters how Google views your site, what matters just as much is how your visitors interpret the user experience. Working to try and achieve in regards to core web vitals should see you providing an overall excellent user experience, but by missing targets here, you can be sure that your traffic will go elsewhere. Your site needs to be fast, and it needs to be simple to be navigated with ease. 

In the days of high-speed broadband, we all expect supersonic website speed. No one will tolerate a slow loading page. You have one chance to make a first impression. Get this wrong with a slow loading page, and that chance is gone as your visitor moves on. 

Conversion rates 

We have already said that slow website speed will see your visitors run to hills, but what is the impact on conversion rates? Needless to say, if your website is slow, then your conversion rate is likely to be suffering. Slow speeds and failing to deliver on core web vitals cost you money in lost sales. 

A study carried out by Amazon considered the impact of slower website speed. It reported that if its site loaded just 1 second slow, it would lose $1.6 billion in sales every year. This has to be the biggest demonstration of just why website speed should matter to you in 2022 and beyond. 

Need further advice? Get in touch with us here at Morgan Branding we have a fully dedicated team ready to help you and your business get ahead online. You can get in touch via our contact page or get social with us on FacebookTwitter, Instagram or LinkedIn! 

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