When you’re looking at ways to increase your revenue, conversions, and ROI you probably think along the lines of acquiring more leads and streamlining your sales process. 

But among the many tools that can influence conversion rates, one is often underestimated: page speed. 

Studies have shown that the first 5 seconds of page load have the highest impact on conversion rate, and the probability of bounce increases 32% as page load time goes from 1 second to 3 seconds. 

On top of this, nearly 70% of consumers admit that page speed impacts their willingness to buy from a retailer online. 

Faster page speeds are related to increased conversion rates, higher SEO rankings, and a better ROI. 

Here’s how they’re all connected, and what you can do to improve it. 

Is your website loading too slowly? 

Page speed refers to how long it takes for your website to fully load on a screen, whether that’s desktop or mobile, and therefore how quickly your users can engage with it. 

A slow page speed is related to higher bounce rates and poor user experience, especially when users are on a mobile data connection. 

Websites that are image-heavy and feature videos, animation, or other content-rich elements generally take longer to load, while simple text-based websites such as Wikipedia are on the other end of the spectrum due to their lightweight nature. 

A simple test using tools such as PageSpeed Insights can tell you how efficiently your website is loading and whether page speed is an issue for your site. 

How page speed affects Core Web Vitals & SEO  

Three elements of page speed are taken into consideration when assessing your website’s Core Web Vitals – Google’s measure of how well your website will rank in search. 

Google loves websites that provide a good user experience, so the Core Web Vitals metrics include mobile friendliness, security, and stability, among others. 

When your website has a higher Core Web Vitals rating, you’re more likely to appear in relevant search results, and in a higher placement on the search engine results page. 

The three elements of page speed that are measured are: 

  1. Largest Contentful Paint (LCP): how long it takes for your largest image or block to load. This should be less than 2.5 seconds. 
  2. First Input Delay (FID): how long it takes for the browser to respond to a user’s action. This should be less than 100 milliseconds. 
  3. Cumulative Layout Shift (CLS): how much the content shifts during loading. This should be less than 0.1. 

The flow on effect on conversion rate & ROI

As we’ve already said, slower page speeds directly correlate to higher bounce rates and lower conversion rates. It doesn’t matter how beautiful your website looks if people give up on it because it takes too long to load. 

If you’re spending money on paid advertising or organic strategies to bring in traffic, you need to ensure that your website is operating at peak efficiency in order to grow your ROI. 

A too-slow page speed can be an obstacle to consumers that makes it harder for them to convert, and limits the revenue you can generate from your campaigns. 

Make sure to optimise your page speed on mobile too, so that your customers can enjoy a seamless digital experience no matter their device. 

How to improve your page speed

Improving the page speed on your website takes a series of optimisations. Even just a change of a second in load time can improve your Core Web Vitals and conversion rate. 

Resize your images

Oversized images are a common culprit when it comes to slowing down load times. High resolution images look great but can take a toll on your website. Image-heavy websites such as eCommerce retailers need to be especially mindful of this, to strike the balance between high-quality imagery and optimised load times. 

There are several free tools available to resize your images to a condensed file without losing picture quality. Implementing this across your website can make an immediate difference to page speed. 

Beware dynamic ads

Dynamic ads can cause trouble for your CLS score, due to the page elements shifting during the load process to accommodate the ad. 

You can use methods such as allocating size attributes or CSS aspect ratio boxes for the ads, as well as for other dynamic elements on your site, to keep them in their place and protect the surrounding page content. 

Rein in your plugins

Plugins can be useful in certain circumstances, but they can also add weight to your webpages, slowing load times. All of the plugin code needs to be loaded before the user can interact with the page, harming user experience and FID score. 

Do an audit of your website to figure out which plugins are unnecessary and can be removed, or what other solutions there might be to reduce the number of plugins on your website. 

Aim for lightweight code

A lightweight, efficient website is not overloaded with code, meaning there’s less to load and it can respond faster. A website with too much CSS and Javascript – especially if the script is unnecessary – can negatively impact user experience and load times. 

Again, a website audit can help to uncover where your website could be streamlined to increase load time efficiency and maximise page speed. 

Optimise your website and grow your ROI with Sprocket Digital today

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    Nudi Point ★★★★★ FINALLY... a digital marketing company that actually gets the results. This is the 5th business I have dealt with in the last 7 years - and the only business that has proven results. Our sales have increased hugely and it's only been 1 month. Harry is amazing to work with and the whole team at Sprocket Digital know exactly what they're doing. The results speak for themselves. Highly recommend!Maggie from Astound Smile ★★★★★ We have worked with a couple of other agencies that did not deliver and I'm impressed with the level of service, support & results we get from Sprocket. Within a few weeks of working with Sprocket, we can see immediate improvement on our sales. Harry and the team has taken the time to understand our business and continue to work on delivering results. We look forward to continue working with Sprocket to grow our business. If you are looking for a result-focused agency, you can't go wrong with Sprocket!Beautiful You Holidays ★★★★★ Covid lockdowns meant complete operational shut down for our small NZ owned business. However, in the last few months we have finally got back up and running again with the help from Josh and his Sprocket team.Their understanding, resources and communication has been unwavering in this process and we have seen measurable results month on month. Trust plays a big role in digital marketing and I believe their formula is full proof.Sprocket has had a big role to play in getting our small business back on it's feet. I couldn't recommend this company enough!NZ-Online-Pharmacy ★★★★★ The results speak for themselves. Our website has been lifted to the next level, in both hits & resulting translations into physical orders. Thanks Kieran & Team!Ketaki Rasmussen ★★★★★ Sprocket has experts who can take your digital marketing to the next level, and you get personalised service with a dedicated account manager to help you achieve growth. Great to deal with.Speednation ★★★★★ Outstanding, the team at Sprocket have been tremendous, and taken our store to the next level. Ronnie and the team are on to it and get things done quickly to a high standard. If you are looking for a marketing team, this is your one stop shop for all your marketing needs!Team at Speednation.co.nzcam scott ★★★★★ So far all of my requests from Sprocket Digital have been handled very professionally and timely. I am really enjoying the level of communication and how easily approachable the team is.Andrina Shieffelbein ★★★★★ Sprocket has been amazing for my small buisness! Can't recommend enough if you want results from your advertising!Meelee Joe ★★★★★ Great working with the team at Sprocket Digital! We found the company friendly, accomodating, and they helped us to develop our knowledge of the business analyticsLance Metz ★★★★★ Sprocket has been an incredible digital marketing partner, helping us grow our monthly turnover. They are extremely helpful and are quick to respond to any needs we may have. I would highly recommend for any company looking to take on a digital transformation journey.Matt Boylan ★★★★★ This is the second time I have used Sprocket Digital in my role as Marketing Manager for small to medium sized businesses. Given our marketing team is very small and we don't have a specific digital marketing resource internally, it gives me peace of mind knowing that all our digital needs are being outsourced to Sprocket. On both occasions of working with Sprocket, the team have very quickly got up to speed on our business. The setup is seamless and my regular meetings with the team help to identify opportunities for us to leverage. The entire team are really knowledgeable and down to earth even though they have some very experienced people working on our account. I would highly recommend Sprocket to any other business who wants expert advice and guidance on their digital marketing with an accessible and down to earth approach.Dylan Carter ★★★★★ Sprocket Digital is the real deal! They have turned our company around in our initial month of working with them and I could not recommend them more.The team is super helpful always making the time to have meetings with us and answer our endless amounts of questions.We are looking forwarded to working with them for the long term!Richie Stott ★★★★★ It has been a seamless transition to Sprocket and they have delivered on the goods. Very happy with the service and results. Our account manager, Kieran is great to deal with.Chris Sinclair ★★★★★ Great team to work with, we've experienced growth from day 1 and we're still going! Thank you team Sprocket DigitalMegan Blincoe ★★★★★ We are a new Client of Sprocket and I cannot fault them! Especially Ethan, he has been so available and clearly knows what he's talking about. He has been very patient with us and has thoroughly updated and explained every part of the set up and progress to date. Highly recommend using Sprocket DigitalAlastair Pope ★★★★★ Harry and the Sprocket team have been amazing in connecting with and successfully converting a new audience for our business. During these challenging economic conditions, the additional revenue they've generated has proven to be invaluable. Their professional, transparent, and data-driven approach has rekindled my confidence in the agency model.Josef Arnet ★★★★★ Sprocket Digital has been great to work with and has provided great inside and addition to the digital side of our business (Kitchen Things) their SEO team is fantastic and Harrison their Email marketing specialist is an absolute savant when it comes to knowing how set up email campaigns, templates as well as automatic email flows and the logic required to make them impactful and effective for a business. They always continue to impress with the work they do.Gabi Metz ★★★★★ Working with Sprocket has been so easy! Like a weight has been lifted off our shoulders. And the results so far have been fantastic!Sheree Palmer ★★★★★ Great Team to work with, communication is great and they are actively engaged with working with you.js_loader


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    Sprocket Digital manages all of Louvretec’s digital advertising across Australia and New Zealand, focused on gaining a higher volume of quality leads and standardising advertising creatives across all their locations.

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