So – you’ve cracked the Google code, you’ve managed to get your site ranking in search results, and a user clicks on your listing. And then… nothing. That spinning wheel pops up as your site takes seconds to load.
Seconds may not sound like a long time by any other measure, but in website loading times? Seconds is practically a death sentence. In fact, Google says that a load time improvement of a single second can represent up to a 27% increase in conversions.
There’s no quicker way to kill a great site than with a sh*t backend. Sorry to be blunt about it, but it’s an element of your site, completely in your control, that’s not subjective to a user’s design preferences or demographic.
And with Google now taking page speed into account for search rankings more than ever before, you can kiss those page 1 dreams goodbye unless you do something about it.