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Optimising Your Website Performance

March 2020 1 min read

A page that takes an eternity to load is going to leave a sour taste in the mouths of users.

Even if they don’t ultimately abandon the page, there is potential that poor website performance can lead to diminished brand perception, fewer future page visits and a reluctance to carry out transactions.

So, how can you quickly improve your site to avoid any performance penalties? There are plenty of free services that can give you a reasonable indication of your site’s current performance, including GTMetrixYslow and Once you’ve determined if your page speed needs improving, there a number of avenues to explore. Perhaps the easiest option is to compress all of your site’s text and image content, which can provide a larger than expected boost to page speed. If this solution does not quite provide the necessary performance, you could change your hosting provider or even employ a content delivery network.

Whatever you end up doing, it's important that performance improvements are applied throughout your site, as inconsistent page speeds can lead to brand distrust. It’s all well and good wowing your visitors with a lightning-quick home page but if an e-commerce page doesn’t represent the same attention to user experience, potential customers have a right to be wary.


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Written by Lee Adams CEO

The views expressed in this article are solely those of the author unless explicitly stated. Unless of course, the article made you laugh, in which case, all credit should be directed towards our marketing department.