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Improving your site performance increases conversions

Posted By: Jason

Ensuring that your customers have a positive on-site experience is a priority in eCommerce, and one of the most important steps in achieving this is looking at how the performance of your site could be improved.

The major players in online retail have proven that slow page loading times are likely to result in abandoned carts, fewer product views and a generally dim view of the site in general. Amazon found that just 1/10th of a second extra load time led to a decrease in sales of one percent.

With increasing numbers of online shoppers experiencing sites via smartphones and tablets, mobile application design has never been more important either. Shoppers are likely to abandon a potential purchase if an in-app page takes more than three seconds to load.

Getting up to speed

Fast-loading sites encourage customers to look at more pages, and it’s equally important for the checkout process to be up to speed, too. Further research found that customers respond incredibly positively to one-click checkouts which can be easily implemented in Magento 2 – either as third-party plugins or bespoke custom application developments.


Of course, a site is only as good as the amount of traffic it can handle – for example, pages which perform impeccably in terms of loading times with just a handful of customers might still buckle under the pressure of increased traffic during busy periods (for example, the Christmas rush) or during marketing promotions. Scalability is key in avoiding down-time during what could potentially be the biggest-earning days of the year.

If you believe your site scalability could be letting you down, it might be time to consider upgrading your hosting provider.

What to focus on

The following metrics are important when ensuring optimal site performance:

Start render time

This is the amount of time it takes for your users to see content on their screen.

Time to first byte

This is the amount of time it takes for the user's browser to make contact with your site server.

Page loading time

The time it takes, in milliseconds, for a user's device to load all of your site content.

Of course, there is no hard-and-fast approach to improving site performance, and sometimes it’s worthwhile consulting a Magento 2 Development specialist in order to highlight further ways to streamline site speeds. Contact us today for more information.