Website Latency: The True Cost of Speed

Website Latency: The True Cost of Speed

When it comes to website speed, good enough simply isn’t good enough.

Interested buyers are often discouraged from purchasing a product or service they were otherwise interested in due to slow website load times. Website Latency can be defined as the delay for a request to travel from the sender to the receiver. Today’s e-commerce landscape is more competitive than ever before, and buyers can choose alternatives for your product without hesitation. To avoid this, the end-to-end experience must be seamless, and the website should support the buyer's journey. Website latency could be the thing holding your business back from heightened success. 

How slow is too slow? 

With so much to consider when designing and maintaining an optimized website, how do you know if your website is fast enough? A survey conducted by Forrester Consulting concluded that “47 percent of consumers expect a web page to load in two seconds or less, and 40 percent will wait no more than three seconds for a web page to render before abandoning the site.” In a matter of seconds, the customer you worked so hard to attract is gone, and you’ve given them a chance to check out your competitor. This is one of the reasons why optimizing your website speed should not be overlooked; let's look at some additional benefits you might experience from improving this performance metric. 

  • Higher Ranking SEO 
  •  Website latency negatively affects Search Engine Optimization, making it harder for new customers to find you. In this announcement, Google named site speed as an included factor in their search ranking algorithm and explained some tools that can be used to evaluate site performance. Google recognizes the importance of speed for search rankings and the experience of others on the internet. With so many factors contributing to the overall site experience, we know how difficult it can be to understand if you’re doing well. You can access a complimentary SEO Audit for our specialists at Aptimized by clicking here. This will help you to identify and address the main concerns slowing down your site speed and, ultimately, improve your SEO Ranking. 


  • Improved User Experience 
  • User Experience, or UX Website Design, is vital to a successful website. When a customer visits your site, they step into your virtual office. Whether they visit your website for information, direction, or to purchase from your company, your website can provide a lasting impression. With website latency, it is unlikely that your customers will have a pleasant experience. By placing emphasis on website speed, you’ll inherently increase your user experience and overall brand image. 

  • Higher Conversion Rates 
  • A user ‘converts’ once they’ve successfully completed the intended action of the website. This might look like downloading a file, registering for an event, or purchasing a product. However, none of this can happen if your user has left your site due to latency. The goal is to grab and keep their attention and provide value as quickly as possible. With optimized site speeds, you can give your customer what they’re looking for before they consider leaving. As stated in the findings from Portnet, “A site that loads in 1 second has a conversion rate 3x higher than a site that loads in 5 seconds.” With this statistic in mind, it's safe to say that a slow website means a loss of revenue. 

    Consumers are used to speed in this modern digital age, and your website is no exception. By optimizing your website speed, you avoid standing out for the wrong reasons. A modernized, speedy site ensures there’s nothing in the way between you and your customer. At Aptimized, we are passionate about website optimization and have a team of skilled professionals eager to help you. Contact us here or leave a comment below, and we will contact you as soon as possible. 

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