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 27, 2022

Global Ecommerce Weekly News: 27th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon drives renewable energy push with 71 new projects Amazon is planning to add 2.7 gigawatts of clean energy capacity through a couple of new projects as the company attempts to use 100% renewable energy by 2025. The ecommerce business will soon have a total of 329 renewable energy projects, generating 50,000 gigawatt hours of clean energy, which is equivalent to powering 4.6 million US homes every year. [Read more on Reuters](https://www.reuters.com/business/sustainable-business/amazon-drives-renewable-energy-push-with-71-new-projects-2022-09-21/) Amazon launches Prime Early Access Sale Amazon is launching a new 2-day shopping event for its Prime members only, beginning on the 11th of October. Across 15 countries, Prime customers will have access to the shopping event, with thousands of deals on offer globall, ranging from fashion to electronics to essentials. The event has the purpose of giving Prime users the chance to spread the cost of items over the winter months, 6 weeks ahead of Black Friday. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/26/prime-early-access-sale/) --- Other Marketplace News --- Shopify unveils new localisation tool Shopify is launching a new localisation tool, called Translate & Adapt, which works with Shopify Markets to offer localisation for sellers who are looking to expand into new markets. The tool translates a user’s online store into different languages, including product pages and information pages. Merchants are also able to create different shipping terms for each market using the new tool, which allows international expansion and offers a more localised consumer experience, unveiling new potential. [Read more on Ecommerce News](https://ecommercenews.eu/shopify-launches-new-localisation-tool/) Etsy is set to invest hundreds of millions into its marketing platform Etsy CEO claims that the company is on route to spend more than $570 million USD on marketing this year. Even during a time of macroeconomic pressure, inflation and rising interest rates, the company is preparing itself and its sellers for the upcoming holiday season and is focused on retaining interest from buyers. [Read more on Yahoo News](https://uk.news.yahoo.com/etsy-600-million-on-marketing-ceo-154054219.html) --- Other Ecommerce News --- Meta looks to cut costs by 10% in the coming months Meta employees are facing job redundancies as the company plans to cut its costs by 10% over the next few months. Meta reported a 22% YoY increase in costs and expenses, totalling over $20 billion USD. The cuts are expected to come in the form of job redundancies as a result of department reorganisations rather than formal layoffs. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/22/meta-to-slash-costs-by-10-over-coming-months/) DHL teams up with Quadient to offer smart locker deliveries in the UK DHL and tech company, Quadient, have partnered to offer smart lockers parcel pick-up throughout the UK. The new contactless, secure locker stations will give recipients more choice and flexibility to receive their parcels at a time and location best suited to them. The partnership plans to install 500 locker stations across the country by the end of 2022. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/21/dhl-partners-with-quadient-to-offer-smart-locker-delivery/) The online fashion market is set to be worth nearly $170 billion USD in 2025 The European online fashion retail market is set to grow 50% by 2025, with an online turnover of $170 billion USD, which is 33% of the retail branch’s total. Cross-border marketplaces prove to be the largest drivers of this growth, with online websites and apps like Vinted largely pushing the market’s online growth. Zalando recently became the largest cross-border fashion retailer/marketplace, responsible for 11.7% of the online market’s share. [Read more on Ecommerce News](https://ecommercenews.eu/online-fashion-market-worth-e175-billion-in-2025/)
Sept 22, 2022

How an Amazon SEO Agency Should Be Serving Your Brand

If you’re in the global ecommerce space, you are most likely aware of Amazon, and probably selling your products on the marketplace. With over $470 billion in sales in 2021 alone, Amazon stands as the third largest company in the world based on revenue. The ecommerce giant is a household name in the U.S. and working hard to grow its market share across five continents worldwide.

Having your products available on Amazon and being competitive there, though, are definitely two different things. If you want to really succeed on Amazon, you’ll need specialized insight into how Amazon works and how to make it work for you. So, for many brands, it’s a great idea to work with an Amazon Search Engine Optimization (SEO) agency.

At Pattern, Amazon SEO optimization service is one of our key competencies. We understand that technology, data-driven insights and expertise  are the most important tools brands can leverage to win top listing spots on digital marketplaces. With expert teams and years of experience, we help brands conquer the Profitability Death Spiral as they compete with other products and sellers online. We offer Amazon SEO agency services as a core solution to brands that need more resources to get ahead. 

What is an Amazon SEO Agency?

An Amazon SEO agency serves brands by improving their products’ rank and listing performance on Amazon. They make strategic decisions about ad spending and placement that lead to higher traffic, conversions, and revenue for ecommerce brands.

A great Amazon SEO Agency partner will:

Prioritize Your Success

Unfortunately, many Amazon SEO agencies profit in unfair ways from your brands’ perceived success based on the ROAS numbers they provide. This is done through including branded search terms in ROAS reports, which naturally skew listing performance

Let’s say, for instance, your brand is called “Annie’s” and you sell lollipops. Your brand has a very high likelihood of winning the top listing spots on Amazon for lollipop search terms that are paired with “Annie’s,” your brand name. So, SEO agencies will spend your ad money on those terms and report a very high ROAS. 

To avoid scenarios like these, it’s best to look for an agency that either calculates their profits on metrics other than your ROAS scores or weighs branded search terms differently in the performance metrics reports. Regardless of your Amazon SEO agency’s cost structure, you should align onbranded search terms before committing to a scope of work.

Provide Detailed Competitive Insight

A great indicator of a high-quality Amazon SEO agency is the level of insight they can provide into your competitors’ listing positioning and how it compares to yours. Data fanaticism is so important at Pattern that we’ve developed proprietary technology to display this exact information with precise detail for every brand we work with. In fact, you can find our free version here to see how you compare to some of your top competitors based on ASIN.

It’s certainly possible to improve your Amazon search performance with blind spending strategies. But a truly great solution will help you to know where your dollars are at their most powerful and competitive.

Reduce Your Ad Spend Over Time

Amazon’s A10 algorithm prioritizes customer satisfaction—it wants to show consumers the best products that align with their search intent to improve conversions and sales. So, the best way to gain momentum on Amazon is to work on incremental wins. 

Improving your performance on more obscure search terms that align with your customers’ search intent is a great way to increase ROAS for the long term. A10 will reward your success with better rankings on higher-volume search terms and the virtuous cycle can help you conquer your most-coveted listing spots. And the best part? This process of gaining momentum, if done right, will naturally decrease your ad spend over time as Amazon recognizes your value and works with you to keep your products at the top of consumers’ search results.

Amazon SEO Optimization and More

As an Amazon SEO specialist, Pattern knows how to help your brand win better success for long-term profitability on Amazon. With our data-driven tools and brilliant teams of ecommerce experts, we help brands with listing management, content optimization, Amazon ad strategies, and more.

Contact us to learn more about our SEO optimization services.

Sept 20, 2022

4 Ecommerce Marketplace Consultant Must-Haves

Entering the ecommerce landscape is a huge undertaking for any brand—it usually requires a large investment in resources and expertise to really be successful. Any brand can quickly get in over their heads trying to navigate the nuances of SEO, fulfillment and logistics, distribution control, listing optimization, and meeting the numerous other requirements and administrative tasks to show up well on marketplaces. 

Unfortunately, because it’s so easy for third party, gray market, and unauthorized sellers to obtain and sell products online, many brands find themselves pressured to execute an ecommerce plan without the right resources to succeed on marketplaces and their other channels.

So, for brands looking to enter the ecommerce space or improve their current and future performance, it makes sense to partner with an ecommerce consultant.

Pattern’s global presence and proven success with hundreds of brands has allowed us to develop highly effective ecommerce consulting services. We can guide your brand to navigate issues both large and small in marketplaces worldwide. To maximize your ecommerce efforts, you’ll need to understand what an ecommerce consultant does and how to select one who drives the right value for your brand and products. 

What is an Ecommerce Consultant?

An ecommerce consultant is a specialist in the ecommerce space who can give you personalized guidance on how to market your products and grow their presence on digital marketplaces.

An ecommerce consultant should be able to analyze your brand, audience, category, opportunity, and current roadblocks and help you understand how to utilize your resources (or what resources are missing) to be most effective in capturing your opportunities in the ecommerce space.

Not sure how to evaluate a consultant? Here are 4 key attributes to look for as you make your choice.

1. Brand Obsession/Specialization/Passion

At Pattern, we prioritize brand obsession for a reason—we know that a brand-centered mindset makes a crucial difference in the outcomes and results our partners achieve. So in our experience, when you begin your search for an ecommerce consultant, it’s important to look for a partner who is specialized in ecommerce, invested in the product, and passionate about helping brands build and improve their strategies. Typically, this means finding someone that consults exclusively for ecommerce marketplaces, rather than choosing a consultant who offers many different services. 

2. Proven Results

It’s also important to avoid choosing a consulting partner who can’t deliver the right experience for your brand. The best indication of whether your potential consultant can do that is to review their history, data, and results with other brands. Ask if they’ve helped others in your selling category, if they’ve solved specific issues your brand is facing, and why they feel you are a good fit. The key is to leave the conversation feeling confident that you understand your consultants’ capabilities and whether or not they match up with your needs.

3. Wide Range of Marketplace Expertise

It’s best to pick a consultant who knows how to guide a brand onto and through multiple marketplaces worldwide. You’ll want to take a look at your long-term strategy and think about the regions and platforms you’re currently on and where you might want to take your brand in the future. If your consultant is truly great at what they do, they’ll be able to help you perform well enough with your current product roadmap that it’ll be a no-brainer to expand your presence at the right time.

4. Network of Resources

The most effective partnership with an ecommerce consultant will be able to give you both recommendations and point you to solutions for making those changes in your planning, processes, and execution. Your time and money is valuable, so you want to make sure that you’re spending it as efficiently as possible as you follow your consultant’s advice. So, before you commit to an ecommerce consultant, ask about the resources and concrete solutions they typically recommend to the brands they work with.

Achieve Your Ecommerce Goals With Pattern

Finding an ecommerce consultant that checks the boxes can be a difficult task. At Pattern, our entire focus and drive centers around giving brands the tools and resources they need to succeed on domestic and international ecommerce marketplaces. 

With over 100 global ecommerce consultants across 10 global offices, we have the right tools to partner with brands across the world to achieve better ecommerce success. We give specialized advice, then make sure our partners have all the adequate SEO, social media, CRM, Amazon multi-channel fulfillment services, and ecommerce outsourcing services they need.

Interested in ecommerce consulting services? Set up a call here to learn what Pattern can do for your brand on global marketplaces.