For Shopify stores that are looking for growth, it is important to pay attention to the website’s performance. Performance parameters include page loading speeds, mobile responsiveness, website navigation, and so on.
Why does performance matter? You may ask…
Let me discuss it by putting forth your own experience. How many times have you continued browsing a website that loads like a snail? Or how has your mobile experience been on a website that is not mobile-friendly, bad isn’t it? Same would be the experience of your eCommerce store visitors if it slacks on performance.
In one sentence, having an eCommerce store that isn’t loading fast, that isn’t mobile responsive, that isn’t navigation friendly, the website is heading towards a disaster. A clear business suicide, if you ask me.
In my experience as a marketing consultant, I have seen many eCommerce stores with good products, plunging in sales just because their website isn’t mobile-friendly or loading speeds aren’t good enough. Note that my intention is not to scare eCommerce store owners, but to just make them aware of the importance of performance parameters and how they can give your business a boost if they are taken care off decorously.
There are plenty of free tools to test your store performance. I’ve listed some of my favorites below,
Here in this article, I am going to list down the importance of enhancing your website performance to win with Shopify eCommerce.
Here we go!
- Website speed is the first impression you can ever make with your visitor
It is a well-known fact that getting visitors on to a website is difficult, and when you do, you have only one chance to make an impression. Why make it bad?
First and foremost the factor that decides whether your visitor’s impression is good or bad is the page or website loading speed. If it takes more than what a visitor anticipates, you have almost lost her.
A fast loading website is what every website owner should strive for. If things are done right, negative effects that are to follow in this list are mitigated drastically.
Let me put the question back to you. Would you revisit a website that takes an eternity to load? If I assume your answer is a clear ‘NO’, why would others revisit yours that is painstakingly slow?
Blazing fast websites help you build trust and confidence with the visitors greatly as well.
- Internet is super-fast these days, why not your website – Visitors opine!
Internet speeds these days are superbly fast. When such speeds are available internet users, expectations have gone high too. When their device’s internet speed is good, and your website’s aren’t, he is not going to like it.
The bounce rate of your website is going to shoot up when such things happen, for he is never going to visit any other pages within your website.
Let me delve a little into the concept of Bounce rates. A single page visit from a user is called a bounce, no matter for what duration he has been on your website. The number of bounces for a period divided by the total number of visits for the same period is called the Bounce rate. Higher it is bad it is for your website. In simple terms, people are not appetized enough to visit another page of your website.
Although there are multiple reasons for higher bounce rates, the low performance takes the first position.
- Mobile Experience
Imagine visiting a website that is not mobile-friendly – Where you have to scroll sideways, up and down to view the content of the website. It’s a bad experience, isn’t it?
When internet user’s attention span is getting thin each passing day, higher the chances they are going to exit your website. They simply don’t have time bad patience to keep shaking their fingers or mouse pointers to navigate, which otherwise would have taken a quarter of the time in a mobile-friendly website.
- Bad User Experience kills conversions
Better user experience means a visitor gets all required information from your website with the least amount of effort and in less time.
If your website is demanding actions from a visitor that can put him in discomfort, he is opting out. Bounce rate and conversion are the ones that take a huge hit.
Make sure your eCommerce website is designed to offer the least resistance to your visitors.
- Low performance is suicidal in the long run – you will simply waste your time and money
ECommerce stores with bad user experience and performance, you may manage to sell, but not to your potential. You will simply be wasting money and efforts to bring traffic, but in the long run, it’s suicidal.
When your ROI can be 10X you are settling for 2X with a low performing website.
- Rankings take a hit!
Some of the major factors that affect your ranking on search engines include website loading speed, page sizes, mobile-friendliness, and bounce rates. Compromising on these factors can steal from you quality free traffic and in turn your ROI.
Yes, when it comes to websites, especially eCommerce, good experience means HIGHER TRUST. Higher the trust lower are your bounce rates, higher conversions ROI. This is as simple as it can get! If you plan to start your own eCommerce store, make sure you have factored in your visitor’s expectations and their depleting attention span.