The following situation may seem familiar to you: You are looking for a certain product and have apparently found the right online shop via a search engine, which can fulfill your wishes. But the e-commerce website loads too slowly. It takes a few seconds for the first text and images to appear. The joy of learning more about the product decreases, because your feeling forces you to doubt the professionalism of the online shop: If the operator is not even able to achieve a technically flawless appearance, how good can the quality of his goods be?
Customer frustration due to slow load times
The frustration threshold has continued to fall in recent years. If a website is not loaded within a few seconds, the user jumps off. Why is this so? Because he is used to higher standards regarding the page load time. Google is taking steps to ensure that quickly loaded pages are better displayed in search results. Caching technologies such as Varnish or the use of a CDN (Content Delivery Network) further reduce loading times. The slower a website loads, the faster the customer switches to the faster competition. The longer the loading time, the higher the bounce rate. For this reason, an online shop that is not fully loaded within a second must expect a high bounce rate.
Better user experience due to faster loading time
The user experience of an online shop can be higher, the faster its contents are loaded. Nowadays, there are many online stores offering the same products and competing in a tight market niche. Distinguishing criteria can only be found in the details. But before the customer gets to see these details, he is made aware of another important fineness: The loading time of the online shop that he wants to visit. Online Shop Operators who rely on fast hosting have a technological advantage here.
There are basically two ways to speed up the page load time of an online shop. One of them is hosting. The server has to be technically up to date, must be redundant, use the right configuration and the network connection has to be fast enough. The second point is to leverage the right software. The use of caching mechanisms such as Varnish plays an important role here, as many aspects related to the cache significantly reduce the page load time of an e-commerce website. Online store operators can only influence these issues by choosing the right managed hosting partner.
With WordPress, the number of plugins used can be important. (API) connections of the online shop to external sources and services are also significant. Many of these points influence the page load time of an e-commerce website. The user experience can only be increased if everything that affects the loading time is taken into account.