In this article, we’re going to discuss why WPEngine page performance is an important advantage to have over your competitors. There’s multiple aspects to be considered when constituting performance, and we’ll be tackling multiple.
Page Performance: Loading Times
The first thing that comes to mind when people think about web page performance is loading times. The days of dial-up are long gone: most people are using broadband connections at home and on their phones, and their connections are more than fast enough to load most web pages quickly and efficiently. According to Kissmetrics, a page that takes too long to load will skyrocket in abandonment within a mere few seconds. An estimated 40% of users abandon a website that takes more than 3 seconds to load, and even single-second delays can decrease customer satisfaction by 16%.
So clearly loading times make a huge impact on how a page performs. With WP Engine, you can get powerful metrics on speed and page usage to ensure your pages aren’t taking too long to load.
Another performance issue that’s unfortunately common on the web is how smoothly a page can be navigated. For instance, heavy websites that aren’t optimized for mobile users can be a slog to navigate on mobile devices, which turns off a very large portion of your potential audience. Additionally, Google penalizes websites that aren’t optimized for mobile devices, and poor performance falls under that category!
Heavy Use of Plugins
Another thing that can tank page performance is external plugins, like Flash or Java. Nowadays, one is meant to use HTML5 for videos, games and interactive elements on their sites. Failing to do this will not only tank your mobile compatibility, but the page’s performance will end up being much slower as a result, and user experience will suffer. Not surprisingly, websites that depend on heavy plugins like Flash are de-ranked by Google. If you’re using a heavy plugin on your site, you’re tanking loading times, page performance and your search engine rankings. Don’t do it!
Autoplay Videos and Pop-Up Ads
Last but not least, there’s autoplay videos and pop-up ads. The fact that sites are still running these is surprising in and of itself: anybody that’s ever used the Internet knows that these two things are the bane of most people’s existence. Opening multiple tabs to discover that one of them is playing audio from a video you can’t find, or being blocked off from your content by a full-page ad, is never a good experience for users. It’s also terrible from a performance standpoint, and for that reason- you guessed it- Google penalizes the full-page popup ads, and users hate dealing with autoplay videos. These things can hog bandwidth and tank page performance on low-end machines.
All in all? WPEngine’s page performance gives you significant insight into how your website is received. Frequently checking and fixing problems with your site will ensure long term success. Consider using WP Engine to port your WordPress site to a more powerful alternative that can help you stay ahead of the curve. If WPEngine interests you make sure you follow the link for Save 20% off your first payment. We swear by WPEngine and use it almost exclusively for our clients.