How to Improve Page Speed to Drive Ecommerce Growth

Daphne Saropoulou

October 11, 2021

In today’s attention economy and competitive Ecommerce landscape, visibility is key. With a myriad of sites catering to consumers within your niche, it is becoming increasingly challenging for websites to stand out in search results and earn high levels of organic traffic. Google determines the ranking position of a website by considering various aspects of the site’s health and usability; one of these critical website elements is non-other than page speed.

In this article, we’ll cover the fundamentals of page speed, the importance of this metric, and break down key actions that help improve page load time.

What is Page Speed & The Industry Benchmark?

Page speed is the measurement of how quickly content and images on your page load. This metric can also be referred to as ‘time to first byte’, the amount of time it takes for your browser to be given the first byte of information from the webserver.

Even though there is no official threshold, the common suggestion is for your site to load in less than three seconds. This benchmark is derived from a Google study stating that 53% of mobile visitors leave a page that takes more than three seconds to load.

What is Page Speed & The Industry Benchmark?

Why is Page Speed Important?

Having a fast page loading time is crucial in achieving the optimum performance of your site for several notable reasons.

1. Faster Speed Leads to Better UX & More Return Users

Consumers are becoming more time-sensitive day-by-day, and if a site’s pages are taking too long to load, site users will bounce onto another website that offers a better user experience. When users enjoy their experience on your website, they are more likely to return and browse your site on other occasions.

2. Page Speed Directly Impacts Conversions

Your site’s page speed affects all your other digital marketing initiatives, including paid search, email and social marketing. The faster your site’s pages load, the longer users will stay on your site, increasing the likelihood of them converting into customers. A fast page loading speed will facilitate users’ journey on the site and provide an overall better user experience, which can also increase the number of return customers. Therefore, quick page loading is vital in lifting the site’s conversion rate and achieving higher revenue across channels.

3. Page Speed is a Ranking Factor

Google recently completed the rollout of its new algorithmic update, the Page Experience signal. This new feature, which can be found on Google Search Console, puts further emphasis on how users perceive the experience of interacting with a website’s pages. The website elements this update considers include mobile-friendliness, non-intrusive interstitials (e.g., pop up ads) and Google’s Core Web Vitals, which are outlined below:

 Why is Page Speed Important?

Largest Contentful Paint (LCP)

This measures when the largest content element in a web page’s visible area (viewport) becomes present. The recommended score for LCP is for the server to take less than 4 seconds to render the largest visible element in the viewport.

Cumulative Layout Shift (CLS)

Another Core Web Vital is CLS, which is the measurement of the instability of content. This metric looks at how much visible content shifted in the viewport as well as the distance the elements impacted were moved. Google outlines that for the optimum user experience, sites should strive to have a CLS score of 0.1 or less.

First Input Delay (FID)

The last Core Web Vital is First Input Delay. This metric captures a user’s first impression of a site’s interactivity and responsiveness. It measures the time from when a user first interacts with a page to the time when the browser responds to that interaction. In order to provide a good user experience, website pages should have an FID of less than 100 milliseconds.

Core Web Vitals

How to Check Your Site’s Page Speed

Now that we have broken down the fundamental set of Core Web Vitals used to determine a site’s page speed, where should you start?

First, it is essential to diagnose what issues are affecting your website to understand whether you should focus your efforts on images, page elements, text, coding, or all of the above.

Google’s PageSpeed Insights tool and GT Metrix are both free online tools that provide you with your page speed score as well as issues that are increasing the page’s load time and solutions in resolving these problems. For instance, these tools highlight pages where image sizes are too large or there is unused JavaScript code that should be removed.

How to Fix Page Speed Issues

While different websites might have varying issues slowing down page load time, below, we will cover tips for improving page speed issues applicable to most websites. These solutions will eliminate issues that are impacting your site’s LCP, CLS and FID scores and, of course, your overarching PageSpeed Insights score.

How to Fix Page Speed Issues

1. Minify CSS, JavaScript, and HTML

Minifying your code involves removing unnecessary elements such as spaces, commas, line breaks, and other unnecessary characters or formatting. This action will help drastically improve your page speed. Browsers don’t need these elements to render and execute a page. Therefore, removing them won’t negatively affect the information presented to the user on the page. Google-recommended tools to perform this minification proccess include CSSNano, csso (for CC) and UglifyJS (for Javascript).

2. Optimise Images & Media Files

Large images are a big culprit in causing slow loading speed. Thankfully, fixing and optimising the size of your site’s images is very simple with the help of an image compression tool. For Shopify websites, Crush.pics is a great tool to use as it removes non-visible information from the image and applies high-efficiency compression techniques, which can save 50% or more of image size. There are similar tools for WordPress sites such as Smush.

3. Reduce Redirects

Each time a page redirects to another page, your visitor faces additional time waiting for the HTTP request-response cycle to complete. We recommend restricting your use of redirects to only the cases where it is necessary from a technical standpoint, such as when you want to direct traffic to a temporary page to resolve issues with the original page.

4. Leverage Browser Caching

Another great way to reduce page load time is by leveraging browser caching. This process temporarily stores the previously loaded resources on your site so that they don’t have to reload with every single visit. When a website visitor navigates to a new page on your site, this data will be already downloaded onto users’ devices instead of having to load again (e.g., logos, navigation menu, footers).

5. Use a Content Delivery Network (CDN)

Lastly, using a CDN is an important action to improve the loading of large websites. What is a CDN you might ask? It is a geographically distributed group of servers that stores content including HTML pages, images, videos, JavaScript and CSS files. These networks of servers distribute the load of delivering content as copies of your site are stored at multiple, geographically diverse data centers. When visitors from a particular country navigate onto a website, the content of the site is retrieved from the closest server instead, which speeds up time. These are examples of recommended CDNs: Cloudfare, StackPath and KeyCDN.

Implementing the above changes to technical and visual elements of your site will help eliminate issues that are impacting page speed and, thus your overall site’s performance. As users’ experience on the site is affected by slow loading and Google now uses this metric as a ranking factor impacting SERP visibility, scoring well on the PageSpeed Insights test should be a top priority for site owners.

Find out more about Pattern’s SEO services and how we can assist you in improving your site’s page speed, contact us now.

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Sept 6, 2022

Global Ecommerce Weekly News: 6th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon announces new inventory and distribution service, AWD Amazon has launched Amazon Warehousing and Distribution (AWD), providing inventory and distribution services to its sellers as a means of addressing current supply chain issues. AWD is now available for sellers using Fulfilment by Amazon (FBA), i.e. outsourcing their fulfilment to the platform. Amazon has plans to expand the service outside the platform in 2023. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/02/amazon-introduces-new-service-to-help-solve-supply-chain-challenges/) Amazon Web Services (AWS) launches in the UAE AWS, Amazon’s cloud-computing platform offering, has launched its second region in the Middle East and now provides its services in the UAE. The move will now allow anyone in the UAE who utilises cloud technologies to harness AWS’s advanced platforms and APIs. An estimated $11 billion USD is expected to be added to the UAE’s GDP thanks to the implementation, with an average of 6,000 external vendor jobs to be created annually. AWS is now available in 87 zones across 27 regions, with sights set on expanding further across Australia, Canada, India, Israel, New Zealand, Spain, and Switzerland. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/30/amazon-web-services-launches-region-in-uae/) --- Other Marketplace News --- Lazada to launch in Europe Alibaba-owned ecommerce platform Lazada is set to launch in Europe, marking a refreshed internationalisation push from the company. The move follows toughening economic conditions and performance in Southeast Asia, advancing the need to tap overseas markets. In Europe, Lazada will face tough competition from giants like Amazon and Zalando. Lazada’s exact entry strategy is to be confirmed and will be reliant on macroeconomic and market conditions, according to Lazada CEO James Dong. [Read more on DigitalCommerce360](https://www.digitalcommerce360.com/2022/09/01/alibabas-lazada-to-take-on-amazon-zalando-in-europe-push/) Chinese ecommerce giant Pinduoduo to launch cross-border platform in the United States Pinduoduo, a Chinese ecommerce giant rivalling Alibaba and JD, has announced it will be launching a new cross-border ecommerce platform. The marketplace is set to launch in the United States next month, as part of the company’s larger push into new markets. Pinduoduo found success in China thanks to its rock-bottom price offerings and harnessing of social commerce marketing, emulating strategies similar to fast-fashion giant Shein. [Read more on Yahoo Finance](https://uk.finance.yahoo.com/news/pinduoduo-launch-international-e-commerce-034129263.html) Alibaba launches its biggest B2B sales event, ‘Super September’ China ecommerce giant, Alibaba, has now launched its month-long B2B sales event ‘Super September’. The event provides 40 million buyers and 200,000 suppliers with the ability to connect on the platform, showcasing a ‘virtually unlimited’ number of products. The event hopes to foster new cross-border business relationships to tackle supply chain challenges currently faced by businesses. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/01/alibaba-launches-super-september-b2b-sales-event/) --- Other Ecommerce News --- Klarna’s losses quadruple in first half of 2022 BNPL provider, Klarna, has reported losses of $581 million USD for the first half of 2022. This figure is almost four times larger than a year earlier, where $129 million USD in losses were reported. The company attributes the losses to employee costs, technology investments, and rising credit losses. Klarna’s figure reporting comes amidst worsening economic conditions, fresh legal and regulatory scrutiny, and pressure from Big Tech competitors. [Read more on The Financial Times](https://www.ft.com/content/483451db-9221-4ca4-83a6-b4ddc6bfcfbb) [Read more on the Guardian](https://www.theguardian.com/business/2022/aug/31/klarna-losses-more-than-triple-as-consumer-spending-slows) One fifth of Snap employees to be laid off amidst poor financial performance Social media platform Snap (‘Snapchat’) has announced it will be laying off 20% of its employees and closing out a number of projects following a year of poor financial results.The move will see 1,200 employees globally lose their jobs, saving the company an estimated $500 million USD in costs. Snap is currently valued at $20 billion, an 84% decrease from its valuation of $130 billion last year. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/01/snap-to-lay-off-20-of-its-workforce-and-wind-down-a-number-of-projects/)
Aug 30, 2022

Global Ecommerce Weekly News: 30th August 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon set to shut down Amazon Care Amazon is closing its telehealth service, Amazon Care, which launched in 2019 as a trial program for its headquartered employees. Later the service was rolled out nationwide for employees and other companies. The ecommerce giant has now made the decision to move away from the healthcare space, believing it was not the right long-term solution for its enterprise customers. [Read more on CNBC](https://www.cnbc.com/2022/08/24/amazon-is-shutting-down-amazon-care-telehealth-service.html) Peloton closes new deal to sell on Amazon Following a recent deal, Amazon customers will soon be able to buy Peloton fitness equipment on the marketplace, marking Peleton’s first move outside a direct-to-consumer model. According to Peloton’s CCO, there are already around half a million searches on Amazon for Peloton products every month, despite having no presence on the marketplace. Some key products include the original Peloton Bike, retailing for $1,445 and Peloton Guide for $295. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/24/peloton-strikes-deal-to-sell-fitness-equipment-on-amazon/) --- Other Marketplace News --- 60% of Malaysians are buying from local sellers on Shopee A recent survey of nearly 3,500 respondents found that nearly half of the shoppers prefer to purchase from local sellers due to shorter delivery times. Other shoppers decide to shop locally due to the quality of the products made in Malaysia and an interest in keeping the economy running. As a result, smaller local merchants have been able to grow their businesses, and shoppers benefit from shorter delivery times, products of high quality and supporting local businesses. [Read more on The Malaysian Reserve](https://themalaysianreserve.com/2022/08/25/around-60-malaysians-are-buying-from-local-sellers-on-shopee/) Flipkart’s social commerce platform Shopsy crosses 100 million users Flipkart launched a social commerce arm, Shopsy, in July of last year, which has now surpassed 100 million users, ahead of its target timeline being the end of 2022. This acquisition of new users has made Shopsy one of the largest platforms of its kind in the country, and is expected to onboard a further 100 million by the end of 2023. The platform is centred around boosting local entrepreneurship and powering ecommerce for consumers across tier 2+ regions where users face challenges around trust and navigation when shopping online. [Read more on Business Standard](https://www.business-standard.com/article/companies/flipkart-s-social-commerce-platform-shopsy-hits-100-million-users-1220828006851.html) Meta joins Amazon and Walmart in bid for Indian ecommerce market Amazon mentioned earlier in the year that it would be building a logistics division in-house through its purchase of a 51% stake in Ecom Express, an end-to-end logistics firm, to make ecommerce deliveries more efficient in the country. Walmart operates Flipkart in India and is set to continue its investment in the marketplace. In an effort to compete in the Indian ecommerce market, Meta has partnered with Indian ecommerce company, JioMart, to offer customers a grocery shopping platform within its WhatsApp chat feature. [Read more on Pymnts](https://www.pymnts.com/news/retail/2022/meta-joins-amazon-walmart-indian-ecommerce-market/) --- Other Ecommerce News --- Ecommerce in Spain worth €57.7 billion in 2021 Spanish ecommerce saw 11.7% growth compared to last year, largely attributed to cross-border sales. In the final quarter of 2021, ecommerce sales in Spain were at €16.9 billion euros, at least 60% of which came from cross-border sales. Transactions from foreign locations to Spain generated a turnover of €1.56 billion in Q4, a growth of 27.7% compared to Q4 a year before. [Read more on Ecommerce News](https://ecommercenews.eu/ecommerce-in-spain-was-worth-e57-7-billion-in-2021/)
Aug 23, 2022

Global Ecommerce Weekly News: 23rd August 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon to add mental health support to primary-care service Amazon is set to move into mental health therapy with its primary-care division, following its recent acquisition deal of One Medical. The plan is to partner with virtual behavioural therapy service, Ginger, to offer its Amazon Care users with on-demand access to mental health services, licensed therapists and psychiatrists. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/11/amazon-plans-to-add-mental-health-support-to-primary-care-service/) GMB union calls for £15 an hour minimum pay at UK Amazon warehouses Amazon recently offered its warehouse workers a 3% pay rise, which in comparison to the June inflation rate of 9.4% left employees disappointed. Following this, hundreds of Amazon warehouse workers stopped work last week, protesting against the minimal pay increase, seeking a minimum of £15 an hour. Recent protests consisting of employee walkouts and sit-ins aim to get a better offer out of Amazon. [Read more on The Guardian](https://www.theguardian.com/technology/2022/aug/09/gmb-calls-for-15-an-hour-minimum-pay-at-amazon-warehouses-in-uk) Amazon third-party sellers have received their first-ever holiday fee hike Amazon’s third-party marketplaces account for close to half of the company’s online sales. The company introduced a 5% fuel and inflation charge to its third-party sellers earlier this year, and has now implemented another inflation increase charge. Commencing 14 October, any seller who uses Amazon’s fulfilment service is subject to the price hike, which is set to be an additional 35 cents per item for products sold in the US and Canada. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/17/amazon-third-party-sellers-have-received-their-first-ever-holiday-fee-hike/) Amazon puts a pause on UK grocery shop roll-out as the cost of living increases Amazon has slowed down on its UK roll-out of till-free Amazon Fresh grocery stores following disappointing sales and the rise in cost of living. Allegedly, the company is no longer looking for potential sites to expand and if more stores are opened, they will likely no longer use a till-free system, as consumers become more cautious about spending. [Read more on The Telegraph](https://www.telegraph.co.uk/business/2022/08/21/amazon-pauses-uk-grocery-shop-roll-out-following-disappointing/) --- Other Marketplace News --- Shopee overtakes Alibaba across international markets Shopee has surpassed Alibaba and taken the top spot for sales outside of China. Singapore-based marketplace saw a year-on-year increase of 51.4% at the end of Q2 of this year, while Alibaba saw a 3% drop during the same time period. This can be seen as a promising development for start-ups and their ability to compete with some of the largest ecommerce giants in the market. [Read more on Exchange Wire](https://www.exchangewire.com/blog/2022/08/18/shopee-surpasses-alibaba-in-international-sales-amazon-searches-for-entertainment-exec/) H&M reopens its official store to Alibaba’s Tmall ecommerce platform It has been nearly 18 months since Alibaba removed H&M from its Tmall platform, following H&M’s criticism of human rights abuses in Xinjiang. It is estimated that over a million people, predominantly minorities in the area, have been unlawfully detained in camps across the city. Brands including Nike, Adidas, Burberry and Converse were swept up in the controversy, however H&M was one of the first to be targeted for speaking out about the issue. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/16/hm-returns-to-alibabas-tmall-platform-16-months-after-xinjiang-controversy/) Klarna launches new feature allowing UK consumers to view full online order history Buy-now-pay-later company, Klarna, has launched a new feature on its shopping app, which allows UK consumers to view their full online order history, regardless of whether they purchased the product using Klarna. The feature also shows delivery tracking and aids consumers in managing their online purchases more conveniently. [Read more on The Industry](https://www.theindustry.fashion/klarna-launches-new-feature-allowing-uk-consumers-to-view-full-online-order-history/) --- Other Ecommerce News --- Online marketplaces responsible for £280 billion business turnover in the UK Nearly 900,000 UK businesses are currently selling on online marketplaces, generating an estimated £282 billion worth of sales each year. This figure represents 6% of the UK’s annual business turnover, highlighting the notable contribution that marketplaces make to the UK economy, along with the potential for further growth in this area. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/09/online-marketplaces-responsible-for-280-billion-business-turnover-in-uk/)