When it comes to your website, speed is everything. Research shows that website visitors are unprepared to wait beyond 2 seconds for a website to load. Visitors have the same expectation for both desktop and mobile sites.
There are various ways you can speed up a website, and some of these methods are in the control of your web hosting provider.
In this article, we will analyze how slow web hosting can affect your customer experience in a negative way.
Customers are Impatient
In this modern-day of fast pace business, it’s no longer acceptable to slowly serve pages to your visitors. Customers expect quick page loading, if your website does not load up within just a couple of seconds then your customer will go elsewhere.
You could have the best looking, professional website in the world, but if your site is slow, then no one is going to see it.
The impact of slow-loading sites is compounded by the fact users are switching to mobile. Smartphone web usage continues to rise and with this rapid adoption comes more impatient by web users by the day.
Faster Sites are More Profitable
Consider a scenario when your website is running slow. Under these circumstances, your adverts will only slow your site down further. This inevitably leads to customers promptly existing your site in favor of another. Competition is high for almost every business, and it’s too easy for customers to switch to a competing company.
Another consideration is that even if your customers are loyal and put up with the slow speeds, your transaction rates will still suffer. If your website is slow, this will result in a lost opportunity because the customer will have less time to browse and purchase.
Customer Acquisition is Expensive
If you are running a successful website, you are likely paying for online advertising or other customer acquisition activities. As you know, Customer acquisition is expensive. Your slow-to-load website is therefore not only a negative experience for your visitors but is also costing you money.
Depending on your industry, the cost of acquisition can be upwards of $50 per customer. Imagine investing in hundreds or thousands of customer acquisitions only for a simple matter such as website speed to waste all the financial and time investment.
Slow Websites Disrupt Flow
Customer experience is key to any successful website. One huge area in the website optimization space includes minimizing user actions such as clicking links. Optimization is essential because it ensures target customers get to the desired place on your site, be it a purchase or subscription to a mailing list, fast and efficiently. Customer flow is also a great way to showcase your story or brand by focusing the customer through a well thought out flow rather than just hoping they access the right pages of your site.
If your site is slow, your investment in optimization is lost. Not only this, but customers will get frustrated because your flow takes additional time.
With the flow disruption also comes reputational damage. On your mission to help customers navigate your site, they need a pleasant experience. Consider the navigation between selecting a product and checkout. You want the process embedded into the product page and for it to be fast. If it’s slow, customers will associate slowness and ineffectiveness to your brand.
Slow sites impact customer support
The slower your website is, the more support calls you will have to deal with. Consider how many customers will directly complain to your support team via call, chat or email. This is going to take your support team’s attention away from other issues that need dealing with. This then has a knock-on effect on your other customers, and it’s all downhill from there.
A fast web-hosting provider is essential to maintain customer focus on your site. Customer patience levels at an all-time low, there are high expectations on you from a customer experience point of view.
Not only will a faster site improve customer experience, but it will also save your money in the long run. This is especially true for operational costs such as support. Acquiring customers is also costing a small fortune of most budgets. Once you have that customer landing on your site, you need to ensure they don’t immediately bounce off, wasting that valuable cost of acquiring them in the first place.