Facebook to Penalise Slow-Loading Websites
Blame a culture that demands ultimate speed and convenience at every turn
When Tesla began building its network of ‘Supercharger’ fast-charging stations in 2012, it addressed two major shortcomings of EVs (Electric Vehicles): convenience and time-wastage.
Tesla’s growing Supercharger network offers a charging time that is 16 times as fast as regular public charging stations – in certain cases, that’s just 20 minutes to charge to 50%. For anyone wanting to save the planet, embark on a cross-country road trip and not waste too much time recharging for hours, the temptation has been too hard to resist.
And here’s the thing: we have all become accustomed to a life of speedy convenience, be it the way our cars operate or how our iPads respond to inputs. Online shopping has replaced arduous visits to physical stores, Uber has negated the need to plan while waiting for traditional cabs, and Samsung fans are already boasting that the forthcoming Galaxy S9 could be ‘the fastest phone ever’.
Slow websites just don’t cut it anymore
If you’re still running an older website with slow-loading pages and are wondering why conversions and bounce rates are dipping, you’ve got to place yourself into the shoes of the typical user in 2017. Facebook has, and as a result have announced that stories on the platform, which link to faster web pages will receive more visibility in users’ newsfeeds.
It’s not a surprising move, with the platform’s ever-changing algorithm consistently changing to align with user preferences and, let’s face it, nobody hangs around for more than a few seconds waiting for a website to load. In fact, just a three second delay is enough to send 40% of visitors scampering.
What you need to do
To prevent your website seeing a drop in referral and/or social traffic (and your Facebook page seeing a decline in News Feed distribution), it could be time for you to have it optimised to improve speed. Some of the ways you can ‘supercharge’ your website’s speed:
- Enable compression. Larger pages, and those featuring quality content, can be slow to load. Compression can lower the bandwidth of these pages and reduce HTTP response.
- Minimise HTTP requests. An HTTP request exists for every element of a page, be it images, scripts or stylesheets. Loading time can be improved by streamlining the elements on your page.
- Optimising images. Correctly cropped and formatted images can significantly speed up the time it takes for your website to load.
That’s just scratching the surface, and our digital specialists can provide a host of upgrades and recommendations to better your website’s speed, ensuring your continued competitiveness.
For the Tesla-driving, smartphone-wielding, and generally impatient generation we are all trying to reach, speed and convenience are the foundation and your content / messaging is the pretty house on top.
It’s up to you to ensure that everyone wants to pop in for a visit.