9 Simple Steps to Website Speed Optimization and Major Reasons Why It Matters

9 Simple Steps to Website Speed Optimization and Major Reasons Why It Matters

Why web speed optimization matters

Coming back to stats, the survey from Kissmetrics shows that 79% of users are less likely to visit a website with performance issues once again. Moreover, 52% of surveyed shoppers assert that performance is an important ingredient for their loyalty. This means faster websites generate quality leads.

No doubts, surveys are a great way to learn the attitude of customers to whatever you need. However, the website load speed optimization example from a well-known company would be more valuable, right?

Walmart is a great fit for this. Having measured the website load time and performed the initial analysis, the company found out that users who converted had two times faster loading speed compared to the ones who didn’t convert.

A live example of the website page speed optimization impact

By the end of optimization, they’ve managed to remarkably increase their conversion rates along with revenue. Also, the company shared the following stats:

  • Every second of loading acceleration resulted in a 2% conversion growth;
  • Every 100 milliseconds of loading acceleration resulted in a 1% incremental revenue growth.

Needless to say about website performance optimization importance if such giant as Google has once faced a 20% decrease in traffic because pages were loading 5 seconds longer than they used to.

Except for conversion rates we’ve already touched upon, the website load time optimization can influence the visibility and experience of using it. Let’s get this sorted out:


Google’s search engine takes into account a myriad of different factors when ranking websites. And the time a website requires to load a page is among them. There is a quite clear logic behind this. In the eye of Google’s algorithms, websites that load pages too long lead to bad experience for users and should be downgraded in ranking.

The same thing with a mobile version of websites. Google punishes the websites that can’t tailor to mobile or any other device regardless of what device a search query was made from. The company wants to provide visitors with the best experience this way.


As said, the load time influences not only ranking but the number of loyal customers. Nobody likes inconvenient products in 2018. The more performative your website is, the higher level of customer satisfaction you’ll reach.

How to measure website speed

Before getting started with site speed optimization, it’s a good idea to learn how fast the website performs at this stage as well as identify reasons for its slowness.

The tools below can help you measure website speed:


This free tool will help you conduct the website load time analysis and generate a convenient waterfall chart. In addition, you can run multiple tests to see averaged results. Thus, it’s pretty easy to define what exactly causes the delays in load time.


This is another tool that will help you to measure website speed performance. This service is equipped with a variety of handy features. It generates straightforward reports and provides you with a data-driven piece of advice (e.g. steps to take for speed improvements). Notice that Pingdom has no free version and the price starts at $14,95 a month.


YSlow can also advise on optimization and generate clear statistics. The main difference from the tools mentioned above is that it’s an extension for browsers.