For a couple of years now, Internet marketers have been debating the importance of page load speed. It is almost near consensus that Google finds page load speed important. A recent announcement that Google Analytics can now track and report page load speed should put any doubt to rest.
This is important news for a number of reasons:
- First and foremost, a slow loading website or landing page can affect your conversion rate. If this concerns you, then you should measure your page load speed and determine whether or not it is affecting your conversion rate. If so, figure out a way to speed up your website’s load time.
- You can check your site’s load time across multiple browsers. If your website loads slower in Internet Explorer, for instance, than it does in Chrome of Firefox, then you should take a look at your code to see why that is.
- Does geography play a role in load time? It could. By measuring your load time against geographical patterns, you can determine whether your website is too slow for a particular region. If so, can you fix it? If not, perhaps you should consider a new website that targets that specific region.
- You can now ask yourself if certain parts of your website load faster than other parts. Does your video section have a problem loading fast? How about your web-based apps? Check it out and fix the problems.
I believe Google uses page load speed to determine search engine rankings. This announcement all but confirms that. If not, then they will likely be doing so at some point in the future. But even if they don’t, you should have your own reasons for checking page load speed. Your site visitors expect it.