It refers to the time a visitor has to wait until your page is completely loaded. On average, a page load for an e-commerce website takes 7 seconds meanwhile the ideal load time is around 3 seconds or less.
In 2010, Google announced that page speed would impact your website ranking. It has an impact on your audience’s user experience. A bad UX can cost you a loss of revenue if your target has to wait too long to get what they are looking for. They will just close your website. And above all, a slow page load is penalized by the search engines and has an impact on your ranking, both on mobile and desktop devices. Google says:
“A search result for a resource having a short load time relative to resources having longer load times can be promoted in a presentation order, and search results for the resources having longer load times can be demoted.”
Google compares your site to your competitors’ ones on a specific segment and attributes a bonus point whether you are the fastest or not. But be careful, that mark is not given unilaterally: it takes into account the country, device, or network.
So, there are a few factors you should focus on to improve your page speed.
How ti Improve it?
There is a few tools you can use to improve your page speed or simply to see how your website is working.
Page Speed Insight
This classic tool displays a page speed score between 0 and 100 and gives you all the keys and advices to improve your page load.
This Google tool offers a free speed test providing charts about page speed optimization.
This plugin quickly shows you how your website is performing and gives you insights to improve your site speed.