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Performance Optimization

24 Sep, 2014 McKell Naegle

A slow-loading website is one of the most detrimental factors for businesses. Slow-loading speeds cause users to become impatient and move on to a different page. Also, users will most likely remember the slow experience on a site and will be reluctant to visit it again. The average Internet user spends 10 seconds or less on a webpage. So with a slow loading speed, users will spend a good portion of that time waiting and not browsing. Performance optimization will fix that issue, resulting in higher traffic, better return rates, and increased sales. Performance optimization allows you to differentiate your site by making it faster and more efficient than your competitors.

Performance optimization focuses on the back end of your website. We start by looking at the coding of your website and eliminating any unneeded and overly complex coding that will slow down your site. From there, the site is made more efficient through minimization of code and compressing of images through combination with CSS sprites. The coding will also be analyzed to find and fix or delete broken code. The server will also be analyzed. This is often the most overlooked part. The server location, if poor, can affect the site. It will cause the site to slow down, and you will be paying for something that is detrimental to you. Tweaking or even moving the server can make an amazing difference, and it’s something the performance optimization process will not overlook.

Shopzilla, a major online retailer, provide a great example of what performance optimization can do. After completing the process, they saw a three-second improvement in their load time. This leads to 25% more page views, 7-12% more revenue, and 50% less required hardware. Those are major money-making and saving advantages. Those three seconds made major difference for Shopzilla, and you should consider optimizing your website.

Every business wants to grow its customer base and increase revenue. Performance optimization is key to both of those objectives. It will enhance the user experience and boost your search engine rankings. There are five steps we use for performance optimization:

  1. Analyze website
  2. Compress images
  3. Minimize and simplify code
  4. Adjust server
  5. Review performance

Performance optimization will do nothing but benefit your business. So, if you want to differentiate your business from your competitors and become an industry leader, performance optimization is for you.

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