Are webpages loading speed TRULY RELATED to conversion rate?

Do all webmasters focus on conversion rate right from the start when they’re trying to build an ONLINE PRESENCE for their business.

Whether it’s an online business / offline business that’s an online presence. Here at YUPMS, we do notice that a lot of people don’t really understand the TRUE OBJECTIVE of a webpage.

Only successful websites (webpages) has CLEAR DIRECTIONS about what kind of approach they would take while constructing the website. We still think that most business owners think having a website / a Facebook page is COOL-TO-HAVE.

It’s a trending MARKETING-TOOL, A PORTFOLIO OF THE BUSINESS on the internet. But still, many neglects to take into account the IMPORTANCE OF THE WEBSITE (WEBPAGES) PERFORMANCE in terms of converting a page visitor into a lead (potential client).

Apart from that, the conversion rate on a webpage actually means site (page) visitors that’ll TAKE AN ACTION based on the content’s intention. Usually, it’s pre-planned by the webmaster during the inception of the site.

Whether it’s signing up a form, an event, making a purchase on the webpage, contacting the webmaster / representative. The objective has to be CLEAR in order to strive for success.

Clearly some webmasters don’t really know the TRUE INTENTION of it and the FREQUENT CHANGE occurs, which often leads to HURTING THE CONVERSION RATE.

Here are some statistics about the conversion rate on a webpage across all industries published on CrazyEgg & Wordstream.

Good landing page conversion rate (
Sorry for the BLURRY TEXT, this is the most relevant image for the topic.
Webpage conversion rate table (
Conversion rate across various sectors with Finance leading the way
Webpage average & unicorns conversion rate (
Average to Top 10% webpages with HIGHEST CONVERSION RATE
Commercial metrics average online value & average conversion rate (
Here’s another piece of data about conversion rates & clearly “Food order sites” is leading the way 🙂
average facebook page conversion rate (
Surprisingly Facebook page has almost 2-3 times HIGHER CONVERSION RATE than a self-owned domain page

So, apparently there’s still HOPE for business owners to look into if the self-owned domain webpages are not PROPERLY OPTIMIZED but once the Facebook page is being redirected into a POORLY OPTIMIZED WEBPAGE.

That’s when the CONVERSION RATE drops tremendously. Luckily there’s still a tiny spark of light for business owners without using their self-owned domain for marketing activities.

True purpose of having a self-owned domain (website)

Most business owners will allocate their budget to get web-designers / probably web-programmer but often they don’t take into account the importance of PAGE PERFORMANCE, and the page loading speed is always the MOST DISCUSSED TOPIC among online marketing efforts.

If you ever own a website, you might be wondering, oh okay, my entire website looks PRETTY, has all the information (I think it’s important) for my clients & THE GIMMICKS.

Yes, there’s A LOT OF CUSTOMIZATION could be done on the back-end & the front-end of the website but still, it doesn’t serve the purpose of CONVERSION RATE that most business owners & webmasters look into.

The key metric for measuring the performance of a webpage (and the entire website).

Poorly DESIGNED & NON-OPTIMIZED website can hurt conversions!

According to an article written by Mark Brinker;

  • 75% of consumers judge a business’s credibility based on their website design & website performance
  • A staggering 79% of online shoppers / “web-citizens” agree that they wouldn’t return to a SLOW LOADING webpage if it LOADS SLOWER THAN 2 SECONDS. That sounds scary, right? Even if the webpage & the whole website is optimized to load within 3 SECONDS, we start to lose 32% of page visitors for EVERY SECOND INCREASED
The truth is we always witness webpage that loads SLOWER THAN 3 SECONDS, above 5 seconds are the most common ones.

Try using tools like GTMetrix, Pingdom & even PageSpeed insights & check on the webpage loading speed & you’ll notice MOST WEBPAGE loads slowly on mobile & DESKTOP TOO.

So the truth is MOST WEBPAGEs are just wasting traffic with poorly optimized webpage & the entire website.

  • According to ComScore, a website (webpages) has to be built in a mobile device ready way, the most common term used by web-developers are RESPONSIVE THEME. The number of people who use mobile devices to surf the internet will SURPASS DESKTOP & that’s already happening in countries like Malaysia & many other countries.
  • OVERLY CUSTOMIZED PAGE will just drive away people from visiting the webpage again, in short, gimmicks like pop-ups, background music, animations. Don’t even mention about conversion rates, it’s the USER EXPERIENCE.
  • Website navigation is another KEY FACTOR why most visitors simply BOUNCE AWAY, too complicated & non-clear cut design simply annoy people

Mistakes that SMALL TO MEDIUM BUSINESS WEBSITES make to “drive away” visitors

  • Quickly explain how we can help our clients & what kind of problems we could FIX FOR THEM, do not be too-ego & talking about how great the company / organization is & blast the audiences with TONNES OF IRRELEVANT INFORMATION
  • Be sure to use credibility booster elements like CUSTOMER TESTIMONIALS, platforms like Better Business Bureau, “social proof” from social media websites. Don’t just focus on using marketing jargon to impress the audiences
  • Eliminate fancy & weak language like “we’re the best”, “we’re the cheapest”, “we’re the most innovative”. Just provide details about why our company is different & what to expect when they have a business deal with us.
  • Stay away from awkward & low quality “stock photos” that are used by most webpages, makes us look fraudulent & amateurish. If possible, have some custom looking images that might impress people.
  • Not using responsive themes for building the website, thus the content for the entire website is not SIZED PROPERLY across all devices

Case study: eCommerce with a business portfolio website

Here’s a client’s website that we’re currently collaborating with. Notice the AMOUNT OF TRAFFIC that the website is getting? 2 thousand!

It’s not a small amount of traffic for a newly born domain (website), but the thing is, this website is not PROPERLY OPTIMIZED. Therefore the conversion rate is rather low, on the lower end.

Business portfolio + ecommerce website case study (
Business portfolio + eCommerce website case study

Most of the traffic converted through the brand’s Facebook page. That’s because the Facebook page doesn’t have issues like website performance issues.

Conversions were CHANNELED to the Facebook page instead of the ecommerce website
Conversions were CHANNELED to the Facebook page instead of the eCommerce website

Despite having a decent looking website & a good web-copy. The fact is people are just TOO IMPATIENT these days due to excessive usage of digital devices with notifications from our digital devices all the time.

The client wanted the website & the webpages to look great but ignored advice from YUPMS about improving on the page loading speed which has a TREMENDOUS benefit for the conversion rate.

webpage loading speed benchmark test across 25 SERVER LOCATIONS (

We’re not saying WEBPAGE LOADING SPEED is the only factor affecting the conversion rate, same as search engine ranking rules like Google. A webpage has to fulfill factors like webpage speed in order to get RANKED HIGH on search results.

And since both Google’s algorithm & conversion rate has commonalities, why not optimize the webpage for a better USER EXPERIENCE & CONVERSION RATE.

Luckily the client is WISE ENOUGH to have a Facebook page & website at the same time & connect both channels across VARIOUS ONLINE PLATFORMS like Google, Facebook, Instagram, etc.

That has helped in preventing TOTAL LOST of all the traffic that consists of MAINLY from PAID TRAFFIC. There’s organic traffic too but because the domain is rather new which is LESS THAN 2 MONTHS OLD as of writing the post.

According to search engines like Google, a domain needs to be at least 6 months and beyond in order to get all of its content ranked without using the PAID TRAFFIC acquiring method like Facebook Ads, Google Ads, Bing Ads & other similar online advertising platforms.

Decreasing page loading time can drastically increase conversions

According to a post written by Wordstream, they did an annual test for the websites that they manage & bench-marked it across acquiring organic & paid traffic.

They notice a HUGE DIFFERENCE in terms of conversion rate when they slash off those extra fats, unnecessary elements within a webpage & gained MASSIVE IMPROVEMENT in terms of conversion rates, about 15% growth after optimizing.

Not just that, they’ve been monitoring the websites for years. Therefore they had a log of all activities being recorded BEFORE page speed improvement and AFTER.

It appears that even Milliseconds of improvement can mean a lot for the conversion rate of a webpage. Most of the landing pages had limited & simple navigation with NO SIDEBAR, LESS CONTENT (just on-point), ETC.

Sometimes a difference between 0.5 milliseconds can mean a lot in terms of user experience. Here’s an interesting info-graphic we’ve found on Wordstream:

how webpage loading speed affects our bottom line (

How slow mobile page speeds are AFFECTING our CONVERSION RATES

average mobile page bounce rate (
Source: Instapage

Many of us may think it’s okay to lose some traffic, but that’s actually a lot! If we do not pay serious attention to the page speed & across the entire website.

Not just our ORGANIC TRAFFIC VISITORS get hurt, our Pay-per-click campaigns will be affected too. Our PPC campaigns get DRAINED every time someone clicks into the page on search results.

We end up paying money to search engines but don’t even get a chance to CONVERT these visitors into a customer, cause they already WISH US GOOD-BYE before even get a chance to browse through the content.

Mobile page speed benchmarks by Google

Google did a test across 900 THOUSAND ADS mobile post-click landing pages & notice most mobile pages are BLOATED with TOO MANY ELEMENTS.

70% of the pages took 7 seconds to load content just for the TOP ELEMENTS & took beyond 10 seconds to LOAD VISUAL CONTENT & BOTTOM ELEMENTS.

mobile webpage average speed index (

With the help of advanced algorithms from SOASTA by Akamai (a cloud computing company) & studies conducted in regards to webpage loading speed & conversion rate.

Studies have found that;

We built two machine-learning models: one for predicting conversions and one for predicting bounce rates. Each model used real-world data from a large sample of mobile e-commerce sites, correlating the impact of 93 different page metrics from image formats to a number of scripts. Simply put, the two models looked for which mobile-site factors would lead shoppers to buy or bounce. The conversion model had a prediction accuracy of 93%, and the bounce model was even more accurate, at 96%.

According to the study, apart from the USUAL PAGESPEED FACTOR, these are some of the MAIN CAUSES affecting the CONVERSION RATE.

Too many webpage elements

Today’s webpages will easily reach 2.3 Megabytes in size and are comparable to the classic video game “Doom”.

average modern day webpage size (

Usually, a webpage that has 2.3 Megabytes in size contains a lot of unnecessary elements and web-designers have classified it as BRIGHT SHINY OBJECT SYNDROME.

Google has discovered that these can drastically impact the load speed. With an average webpage that features dozens of elements & when those elements are NOT-OPTIMIZED.

These elements might include headlines, buttons, images stored across different servers worldwide.

More commonly known as “API calls” from all over different servers, so the web-designer has to take into account these factors while building a website for its clients.

The conversion rate could easily decrease by 95% in this instance.

Top 10 websites on page 1 of search engine results (according to Alexa) usually weight less than 1.8 Megabytes, ranging from 1.2 – 1.8 Megabytes.

And the average page weight bytes according to studies are shown in the image below:

average page weight bytes (

According to Google, 70% of webpages weigh in at 1 Megabyte & beyond, 36% were 2 Megabytes & 12% of them have a size of 4 Megabytes.

In other words, these webpages would take about 7 seconds to load on a 3G connection for a webpage size of 1.50 MB.

That’s why Google had mentioned webpages with 1 MB & below PERFORMS BEST IN ORGANIC search engine results.

A quick tip: Design pages & craft content with MOBILE-FIRST PRIORITY & conducting an audit on the elements & monitor 3rd party scripts to discover which one contributes most to the weight. Scale it down to optimize accordingly.

Too many images within the webpage

Sometimes certain HIGH-RESOLUTION images could have a huge weight-tax on the page if the image is not OPTIMIZED.

According to YUPMS’s experience clients tend to add HIGH-RESOLUTION IMAGES without considering the size of the image but luckily there’s image optimizing software for website builders.

Even social media websites limit the size of an image / video but often we forget about the REALITY that self-hosted domains are usually hosted on a shared server / semi-dedicated server environment.

Unlike social media websites that have a GIGANTIC DEDICATED SERVER for their domain.

With the help of machine learning modules, research has shown that the SECOND MOST ACCURATE predictor of conversions is NUMBER OF IMAGES & OF COURSE THE WEIGHT OF THE IMAGE.

Pages that could convert had 38% fewer images.

fewer images per webpage creates more conversions (


Cut down on unnecessary images & judge on the type of fonts (typography) that’s being used while designing the page. Does it make / break the page, trim the fat by unloading images that doesn’t add value to the page (not beneficial for audiences too)


Usage of Javascript on a webpage affecting the full page loading speed

DOM ready time is the main factor for increasing BOUNCE RATE on a webpage. Before elements like images, videos, buttons can be displayed.

The HTML code of the page has to be received & interpreted by the web browser (Google Chrome, Safari, Firefox,etc.)

Javascript slowdown is defined as a type of code that STOPS the loading of HTML CODE (often used in many third-party analytics tools, ads & social media widgets, etc.)

Not just that, there’s stuff like CSS (custom style sheet) that can also reduce the loading speed of the page and people start to bounce away after 2.5 seconds on a mobile page.

Bonus information: Watch the video below for a better understanding between Javascript & SEO.

What’re your thoughts after learning about the DIRECT RELATIONSHIP between webpage speed & conversion rate.

Would you still be ignorant while hiring a web-designer to design a webpage that doesn’t pay attention to page speed & just focus on the gimmicks while building a website?

Or instead, you want to look for a company like YUPMS that focuses on good web-copywriting practices & creating SEO-oriented webpages that would actually convert visitors into potential clients!

It’s a decision you have to make for yourself. Till then, signing off.

P.S. Please share your thoughts at the COMMENTS SECTION BELOW about the topic that’s being discussed in the post.

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