Why Is Website Speed Important?

by The Iocea Team

Page Speed is very important in the eCommerce and SEO world. So important that Google Analytics now includes statistics like Page Load Time, Lookup, and Page Size. Page speed is as important today as it has ever been before. 

In this article, our experts from iocea website agency Lincoln will discuss:

  • The advantages of good page speed
  • How to identify your page speed score
  • How to optimise your page speed
We hope that you find this article helpful and that it can help you to implement positive changes.

Page Speed

The advantages of good page speed

Having good page speed is so important. Below are just some of the advantages of having good page speed;

Enhanced user experience

How often do you wait for a page to load, get bored waiting and then click back? The chances are that your customers are doing the exact same thing if your page speed is not optimised. People expect a fast user experience when they are online, and if they do not get it, often they find somewhere that they can. There are many reasons for this, as the world is developing, people are browsing the web on the go, in town, out in cars, bars, on slow internet connections so in other words, nobody has the time or patience to wait for a slow page to load, never mind the data usage. Improving your page speed will help your users better engage with your website and you’ll get more value and conversions from your traffic.

Better GoogleAds quality score 

Many people are not aware of this, but page speed can actually impact your GoogleAds score. Of course people will convert more on a faster page, but there is much more to it than that. Google considers the speed of your landing pages to be critical to the user experience, they consider your page speed when they give a quality score to your landing page, so the better the page in terms of speed, the better your quality score will be. 

Higher organic rankings 

Page speed is very importing in your organic rankings, in fact it is so important that it is now part of Google’s algorithm when deciding to show your website in listings, not just for desktop, but also for mobile. Whilst having a nice quick website cannot guarantee you a number 1 ranking, it can certainly give you the advantage over your competitors and help you climb that ladder. For example, if you there are two websites with the same ranking score, the page speed may be the deciding factor in which to show first in the listings, Page Speed is not a huge factor in the algorithm, but it is a very important one.

Organic Search Results

How to identify your page speed score

There are many tools out there in the web for giving you a score on your website pages, Pingdom and Google Page Speed insights to name just a few. 

The way these work is to monitor the download time and size of every file, internal and external to give you a total score for the page. Usually a responsive time of 300ms or below is considered to be very good by Google. The Google Page speed tool actually gives you a score for both desktop view of your website, and a mobile view of your website, it measures the following things to build up its score: 

  • Landing page redirects
  • Render blocking JavaScript and CSS in the above fold content
  • Compression
  • Browser Caching
  • Minified CSS
  • Minified HTML
  • Minified JavaScript
  • Optimised Images
  • Prioritising visible content
  • Server response time
It uses all of the above to give you a total score for desktop and mobile, the scoring system is a range of 0 – 100, where anything above 85 is given a green rating and is considered good by Google, anything below this should be improved to give you the advantage in terms of page speed in Google. 

Within the mobile section of the tool there is also a section for user experience, this tells you how good your page is on a mobile device to use, this again has the same scoring range but is monitored from a different set of criteria:

  • App install intertitles that hide content
  • Plugins
  • Viewport configuration
  • Size content to viewport
  • Tap Targets
  • Legible fonts
This score again over 85 is given a good rating but really this should be close to, if not 100.

How to optimise your page speed

So far you have seen I have told you that you should avoid a bad load time, but I have not told you what you can do about it. There are many tools out there you can use and tips in building your website to give you the best score. Below, I have listed ways to increase your page speed.

Compress your images

If the Google page speed does not give you the compressed image already, you can use tools such as Tiny PNG to compress your images and make them a smaller size, with the same quality as before. Of if you would like to do these yourself, you can use image editing software such as Photoshop to reduce your quality of the image as much as you can without visible degrading the image.

Minifying your files

You can use tools online to help minify your CSS and JavaScript files. By removing all blank white spaces in the file and merging it into once string, any unneeded space is removed generating a smaller file size overall. One thing to look out for in your JavaScript files are that certain tools online rename some variables, meaning using these from an external file can cause undefined names and cause errors on your site.

Enabled Compression 

There are two types of compression you can really use to help improve your site speed, static and dynamic. If you are using a default IIS setup, then you can simple install the add-on for this, switch the settings on and your content will then be compressed, giving you a better score.


Having caching on your website really helps with your overall page speed. Caching files such as images, CSS and JavaScript means that they are stored in the cache of the shopper’s machine. Therefore when they are requested on each page, they already have them. You can cache your data in code so that for each request, your server already knows the content it needs to serve up therefore it does not need to spend time working this out, improving speed significantly.

Speed of page

Wrapping things up

So in conclusion you can see just how important it is to have a nice quick, optimised, mobile friendly website. Having a low page speed will help your ranking in Google, bringing more traffic to your website. But not just that, it will also help your traffic convert better as there will be no more frustration waiting for your page to load, they can get what they need, quickly and smoothly resulting in a better conversion rate for you. 

So simply, better speed = more traffic + better conversion = more £££££.

At iocea, we have a team of specialist web developers and designers who are on hand to help make your websites flawless- this includes optimising the site for increased speed. Our digital marketing team are also on hand to suggest improvements to existing websites and increase your SEO rankings. 

For more information about iocea web agency Lincoln and our services, please contact iocea. We not only offer website development, but digital marketing services (including SEO, PPC, SMM digital marketing and affiliate marketing services) and web design, including mobile first services. Iocea website agency Lincoln also offer Secura hosting and eCommerce software including cShop, exit-intent technology (Konvert) and order management systems.