In the infographic you can see the test results with ping from servers in different parts of the world to two data centers of the same hosting company - in Amsterdam and Singapore.
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Highlights of this web hosting speed infographic
400ms delay would lead to a 0.44% drop in search volume at Google. In numbers this is around 6 million searches and $137 million in revenue for a single day.
In their Gospel of Speed, Google say: "When you speed up service, people become more engaged - and when people become more engaged, they click and buy more."
You should reduce your server response time under 200ms. There are dozens of potential factors which may slow down the response of your server: slow application logic, slow database queries, slow routing, frameworks, libraries, resource CPU starvation, or memory starvation. You need to consider all of these factors to improve your server's response time.
Engagement and loading speed are related. 4 out of 5 internet users will click away if a video stalls while loading. 2 out of 5 will abandon a web page that loads more than 3 seconds. 4 out of 5 users will abandon a mobile page that loads more than 5 seconds.
Conversion rates are related too. Each 1 second delay results in a direct loss of your sales money - The loss in conversion rate is said to be -7%, per a second delay. 79% of web-shoppers who are dissatisfied with website performance are less likely to buy from the same site again. Users will visit the competitor’s site if it is faster by 250 milliseconds.
The loading speed of the first bite (TTFB) is co-related to the search rankings.Not only is TTFB easy to calculate, but it is also a reasonable metric to gauge the performance of an entire site. The Time of First Bite is affected by 3 factors:
- The network latency between a visitor and the server.
- How heavily loaded the web server is.
- How quickly the website's back end can generate the content.
Location of your web host data center matters
In the infographic you can see the test results with ping from servers in different parts of the world to two data centers of the same hosting company - in Amsterdam and Singapore. You can see that the ping from Europe to Singapore server is 20 times higher and the pings from Europe to the US west coast is around 15 times higher. If your visitors are from the UK, you need a UK based hosting. Here you can read our reviews of the best hosting companies for the UK market.
When the Obama for America website shrunk page load time from 5 seconds to 2 seconds it increased the donation conversion with 14%.
Walmart - initial measurement showed that an item page took about 24 seconds to load for the slowest 5% of users. For every 1 second of improvement they experienced up to a 2% increase in conversions. For every 100 ms of improvement, they grew incremental revenue by up to 1%.
Shopzilla speeded up average page load time from 6 seconds to 1.2 seconds, and increased revenue by 12% and page views by 25%.
Amazon increased revenue by 1% for every 100ms of improvement (same as Walmart).
Yahoo increased traffic by 9% for every 400ms of improvement.
Mozilla got 60 million more Firefox downloads per year, by making their pages 2.2 seconds faster.
Now you see how important your web hosting speed is for conversions and user engagement. Here are some free tools to check the loading speed of your pages and server response time.
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