Optimized Ecommerce EP 053 – Why Does Improving Page Speed Make More Money?
This week on The Optimized Ecommerce, Igor Silva joins our host, Tanner Larsson. Igor is a longtime BGS family member and we are going to dive in deep about Page Speed — something that more people should be talking about. Listen to this week's episode as Igor shares his knowledge about the importance of
Welcome to Episode #053 of Optimized Ecommerce – Why Does Improving Page Speed Make More Money? I’m your host, Tanner Larsson, CEO of BGS.
BGS means Build Grow Scale! It is a community that we founded where eCommerce entrepreneurs and physical product sellers come to learn how to take their businesses to the next level.
Igor Silva originally had his own business and been an entrepreneur for a long time. He came to BGS in 2016 as a coaching student. And was just sharing what we were teaching him and was doing some work for himself and for his clients, it was just fire!
When Build Grow Scale, launched the Ecom Insider Program. We asked Igor to incorporate tech training into the program because he is the only person we want for the task and also because of his background in technology and development. He works with BGS since then while running his business in Brazil.
Igor is an ecom powerhouse in terms of knowledge and development skills. He has built a successful optimization development business that supports Build Grow Scale members. He is definitely an integral part of our team!
Here’s just a taste of what we talked about today:
Igor discussed the importance of faster load time.
Faster load time is as important as liking to generate revenue. If you like money, you must like a fast store. That’s the baseline of it because a slow page will kill your conversions across the board.
For example, if your store decreases the loading time from eight seconds to two seconds your conversions are going to increase by about 70%.
There are three metrics that we keep track of and that is pageviews, bounce rate, and conversions. So in a different scenario, if your store loads within a three-second mark, you’re going to have 22% fewer page views, 50% higher bounce rate where people are just going to come in and bounce right out of your page which is bad for your business. Overall you’re going to have 22% fewer conversions. This means that the higher the load speed, the lower your revenue is.
Then, Igor shared some tips on how to determine your Page Speed.
The first thing they can do is use their cellphone to visit their store, this makes them experience what their visitors are experiencing. And then, instead of using your regular browser, open an Incognito page because that triggers the visit to that page like it’s the first time without carrying all the cache. But this is not enough for page speed optimization.
To better determine the page speed, there are some tools that need to be utilized. The ones that we use are Google PageSpeed Insights, Pingdom, GTmetrix, and Lighthouse. Once your site is tested, we look for key metrics that are present on all of those tools such as the largest contentful paint, total blocking time, and time to interact.
We also discussed a few other fun topics, including:
- An Overview of Page Speed and rankings.
- Does the site owner need to fix everything that’s written on the waterfall reports?
- Top three lowest hanging fruit for Page Speed Optimization.
- The importance of optimizing the loading time of each page.
But you’ll have to watch or listen to the episode to hear about those!
How To Stay Connected With Igor Silva
Want to stay connected with Igor? Please check out their social profiles below.
- Website: BuildGrowScale.com
- Facebook Profile: Facebook.com/igorsilva84
- YouTube Channel: Youtube.com/channel/UC-g_rSibfzEBc3Q9Ye5sMHA
Also, Igor mentioned the following items on the show. You can find that on:
Tanner Larsson 0:07
Hey everybody, welcome back to the Optimized Ecommerce Podcast. I’m Tanner Larsson. And today, we are joined by a first-time guest, but a longtime part of the BGS family, Igor Silva. So, guys, today we’re going to talk about some really cool stuff in terms of how to really get the most bang for your buck out of the website and store that you’re operating as it pertains to site speed, which again, I understand we’ve talked about some topics you’re like, god site speed, that sounds boring, I promise you, when Igor gets into it, you’re going to have a whole different opinion of site speed and how important it is to your store. But first, just a little bit on Igor, so I can brag about him a minute, Igor, originally, he’s had his own business, been an entrepreneur for a long time, but came to BGS. Originally, as a coaching student of mine, year 2016 or in that range. And just ran with what we were teaching, it was doing some work for himself for clients and stuff. And he was sharing a lot of the work that he was doing based on what I was teaching, and it was just fire. It was awesome. I was really impressed by it. And we kind of just kept talking. And then when Build Grow Scale, kind of launched our ecom insider program, Igor’s background is tech and development and stuff like that. And when we said, Hey, we want to have an aspect to our ecom insider program where there’s on demand, tech help, and there’s tech training, teaching all the technical aspects of what we’re showing in ecom. And I was like, the only person I would want is Igor, and we went to Igor, and he loved it, he joined and sort of working with us, and that still runs his own businesses. He lives in Brazil right now as a business is down there and everything. But he has become quite an ecom powerhouse in terms of knowledge and his development skill and what he does. And he’s built a quite successful optimization development business, supporting Build Grow Scale members. So if you are a member of one of the Build Grow Scale programs, you can hire, Igor, to work on your store, if you want to, if you don’t want to do the work yourself. And he’s also developed a super custom optimized theme based on our press practices that he provides to our members and everything. So definitely an integral part of our team. We love having him and love the information and knowledge that he has in one area that he has worked really hard on in the past year. And actually, even before that, but really been focused on in the past year is this aspect of site speed, and how important it is to the store. So, Igor, I think I brag about you a little bit. But thank you very much for joining us.
Igor Silva 2:41
Yes, yes. Thank you for having me, and what an introduction. So I truly appreciate that. And I mean, I couldn’t say it any better than you did. So I truly appreciate that. It’s been a long ride. And I’ve learned quite a bit throughout this time. And I’m still learning and practicing. And I’ve learned a lot from BGS, and all of that I’ve been carrying, I’ve been relating that back to the members and helping them through the process and helping them optimize their store, build this source. And, that’s that you already said a lot about me? Let’s get to it.
Tanner Larsson 3:26
Yeah. All right. So, guys, again, Igor is a wealth of knowledge in this space. He’s also, we didn’t talk about it, but he’s also a seven-figure award winner with his own business. He built a seven-figure plus business, and we got to recognize him on stage. And that was really cool at one of our BGS live events. So not only does he runs his own business, I want you guys to understand that, but he works within the BGS infrastructure because his business is designed to help our customers and our members in our family, with the tech issues, because one of the hardest things is finding a developer, or finding someone you can trust, who act like who knows what to do and how to do it. So that’s why it’s nice to have him he’s in there. He’s helping, and he’s literally part of the family. So very excited to have him share this with you guys. And let’s go ahead and dive in. So first and foremost, we say site speed, but what we’re really talking about is the loading time of the various pages of the store and the store itself. So how fast does the store load when it’s on your mobile device? Or when you type it in or click on it, and it loads in your browser window. So how fast are actually how important I should say how important is a fast loading time on stores? Because I know, most people don’t really talk about that.
Igor Silva 4:45
Yes. Well, to start with, I feel like it’s as important as liking to generate revenue. So if you like money, you must like a fast store. Right? Absolutely. So that’s the baseline of it because a slow page will kill your conversions across the board. So just so you have an idea if your store decreases the loading time from eight seconds to two seconds for example your conversions are going to boom in about 70% over 70%. Now, there are three metrics that we keep track of first of all is pageviews, then bounce rate and conversions they’re huge right so if your store loads within a three-second mark you’re going to have 22% fewer page views, 50% higher bounce rate which people are just going to come in and bounce right out which is bad for your business and overall you’re gonna have 22% fewer conversions but on the other scenario if your page loading in about five seconds those numbers bump up exponentially for example in pageviews you’re gonna have 35% fewer pageviews on the other side of things you’re gonna have 105% higher bounce rate. That’s how you’re sending traffic to your page and you have people bouncing right out like they don’t want to deal with your business at all. So overall you’re going to have 38% fewer conversions so that’s bad for business. So again if you don’t like money don’t worry about page speed at all.
Tanner Larsson 6:40
Yep and a point on that guys, is when it comes to ecom stores, specifically Shopify. People get on Shopify they install a theme and they put up the products they do everything and they go to work they think that, hey Shopify takes care of my page speed and all that stuff. It doesn’t, okay the average Shopify store loads over,16 to 18 seconds. The average Shopify store loads 16 to 18 seconds, we used to have a store Matt and I, our kitchen brand that loaded in like 18.9 seconds and we were dumb back then, we didn’t know, we didn’t even know what cash was so we thought like, hey the page loads fast for us. The site speed says 18 seconds, we’re like, yeah right it loads so fast for us but that’s because we visited it every day and all the images were stored. But to a new visitor that’s the site speed, we’re talking about. So it’s not uncommon for a store with a theme even an optimized theme to have a 16 or 17 second load time. Now, what Igor just talked about was three seconds or five seconds now three seconds globally I believe is what Google calls like a good site load time but from a conversion standpoint, it’s still painful you’re still, not performing.
Igor Silva 7:59
Yes, 100 percent.
Tanner Larsson 8:01
Amazon says that for every one second of page load decrease that they get they see a 2% lift in their conversions. So now Amazon obviously worked very hard on being fast and everything else and they’re very optimized they don’t get 1% or one-second changes anymore because they’re so fast but they’re continually tweaking getting micro changes and speed improvements because it’s such a big thing one second decrease 2% lift and conversions can you imagine how much money that is? And It’s the same.
Igor Silva 8:35
Yes, it has a huge impact.
Tanner Larsson 8:36
It’s huge and the same as what Igor is talking about. He said three seconds but he’s being very generous and assuming that your store loads in three or five seconds because he knows and I know that it probably is 15, 16, 17, 18 second load time because that’s the norm.
Igor Silva 8:57
Indeed that’s the norm and we see that left and right I mean it’s very common for us to get in touch with a few different business owners. And they’re like, okay check my website see how it’s loading, and then when I go check it out it’s definitely around those numbers and it’s sad to see but it’s always an opportunity to make it better and generate more revenue for the store across the board.
Tanner Larsson 9:23
Yeah absolutely, and guys if you don’t have a clue what to do and precisely don’t worry Igor is going to talk about that. But also, if you’ve never done anything with it now and your store is still making sales then congratulations because you’re going to be super happy once you start getting your page speed taken care of’. We saw like in, Matt and I in our kitchen store we went from 18 seconds to 1.87 seconds and we saw a 305% increase in performance and profit and everything else. We just made a ton more money doing the exact same thing. And Igor was around when we were building that store, so he’s seen the whole story. But anyway, let’s get back to this specifically how we can help people with their site speed. So how do we first determine if a page is slow or not? Or if it’s loading fast enough? Why don’t we figure that part out?
Igor Silva 10:12
Well, if that’s your site, I would do something that’s totally the opposite of what you did. On your cell phone, I still use my cell phone so I can experience what my visitors are experiencing. But instead of just opening my browser, my regular browser, I open an incognito page. So it triggers the visit to that page like it’s the first visit without carrying all that cache that you mentioned before, that tends to be stored in my device, just to speed up the process of loading those pages. So that’s the first step. And, of course, that’s not enough for Pagespeed optimization. You know, like, we need to dive into the specifics of what that entails. And we utilize a few different tools. And some of you guys might know, some of those tools, and I can lay them out, which is Google PageSpeed Insights, which is the first one, then we use Pingdom, GTmetrix. And of course, we also use it more regularly, which is Lighthouse, which gives the basis for Google speeding sites. So those are basically the tools that we utilize in order to determine how fast that page is. And once you’re in there, we look for key metrics that are present on all of those tools. It’s not a one size fits all type of situation, you got to utilize those tools in order to create the baseline. We look into different key metrics. And basically, we compare and contrast between those tools. So some of those key metrics are, largest contentful paint, total blocking time, time to interactive, there is a whole list of those that you can pay attention to, and it will be important for you to understand a little more in order to determine which way you should go.
Tanner Larsson 12:35
Now, with those tools, like if someone is completely like, I have no idea what my site speed is, what’s the one thing they could do right now? Which one would they go to, to just find out what their actual site loading speed is? And figure out how much work you know, they need to do, right?
Igor Silva 12:55
Well, I would stick to Google PageSpeed Insights and GTmetrics, because that way you can have a different comparison of what’s going on behind the scenes, for example, as I said before, you’re going to see that those key metrics, align accordingly on those two different tools, you know, you’re going to see the same key metrics being tracked by those tools. But by having different platforms, tracking down what’s going on in your store, you’re going to be able to see what’s in there, and what the disparity is, in order to make those adjustments. And we will keep talking about some of those things that you can do real quick in order to improve your loading speed, quite shortly.
Tanner Larsson 13:45
So, guys, you got one of these sites, you type in your URL, and it’s going to test it, it’s going to send all kinds of pings to your site, it’s going to get the data back, and it’s going to return all this stuff to you. But it’ll also tell you how fast or slow your page loads. Now, one thing I wanted to mention, and Igor, you can talk to this, because, obviously, you know, SEO quite well in addition to development work, but talk real quick about PageSpeed and rankings.
Igor Silva 14:20
Well, at the very beginning of the conversation, we talked about the three key metrics that we go after right page views, bounce rate, and conversion rate. And those metrics prioritize a fluid experience to the user. So whatever provides that experience to the user has a direct impact on your rankings. Basically, it’s not only about generating the revenue and increase your bottom line, but it’s also to increase overall organic traffic so it has a direct impact. I mean, of course, it hasn’t been released as far as iIknow and I might be wrong if someone knows they can please share with me I’ll be happy to learn more. But it hasn’t been released how much impact that has on rankings but it does impact your rankings.
Tanner Larsson 15:25
We do know that at some level the slower your site is the more penalized it is in the search results. So speeding that up is obviously another big reason to do that. So alright so we kind of talked about the tools which are Google page index we’ve got Lightspeed we got GTmetrics and we’ve got Pingdom. All of those, you said to start with Google page insight and GTmetrics, you guys can go over there and check that out. But the next thing is what are the most common issues that we see slowing down sites? What do you guys see the most?
Igor Silva 16:02
Well, there are quite a few things that play a role in the whole process but there are some commonalities that we see across a few different websites. And the first one is a classic it’s a size in the dimensions that utilize on those images that you upload to your store so they have a direct impact when how your page loads. And you know, if you utilize a bunch of videos on your page they’ll also have a different impact. But aside from that, you have for example redirects so for those people who just tend to create a bunch of pages and will just be deleted over time and as you delete you create more redirects well the number of redirects that you create over time will slow down your store as well. Another classic the number of apps or plugins they utilize in the back end, I mean how many people have you heard that just have a whole list of plugins and apps in the back end and they’re just sitting there like 50% of them are just sitting there not doing anything.
Tanner Larsson 17:19
We saw a store the other day that had 40 or 50 apps and I think they only were using three of them at the moment active the rest of them were just sitting there.
Igor Silva 17:29
Tanner Larsson 18:06
Igor Silva 18:22
Yes exactly. I feel like the last thing that I would say if that makes a huge impact on that is the theme that you use. Because a lot of people will just find a pretty theme out there and just gonna be like, okay I choose this because it looks cool and whatever, it has this and that. And even those elements on the themes are not as optimized as we’ve experienced, they just have trash code and a bunch of useless files in there that doesn’t serve any purpose. So choosing a good theme is definitely a huge jump start.
Tanner Larsson 19:12
Or if you are on a theme and you have a bunch of functionality that’s not needed if you’re not using it doesn’t mean it’s not loading every time the page loads. So having that functionality stripped away or negated or commented out so that it doesn’t actually fire when the page loads is another thing. There’s a reason that the stores that we build and that we optimize and that Igor does as well are very very streamlined, people like, man your theme doesn’t have all this. We’re like because that doesn’t help you, you don’t need that. Well, I bought this thing that has these 75 things and we’re like, cool. How much money does that make you compared to what we’re doing and it’s not because we can’t add those whiz bang things. Igor could add all the whiz bang things to any theme that he wanted to. But we’ve learned that streamlining and cutting away the crap and just keeping what’s actually important is really what makes the difference in the store from an optimization standpoint on the front end, as well as on the back end and the code where Igor is talking about right now.
Igor Silva 20:17
Exactly, exactly. That’s a great point.
Tanner Larsson 20:19
Igor Silva 23:23
100%. I mean, a lot of those is exactly where he said, like a lot of those themes, they already come with a bunch of errors out of the box. So they’re just bloated. So we see, a bunch of functionalities on them. And we’re like, okay, this is awesome to have, and I want to use this, this and that. And you have a whole list of things that you want to utilize, and add to your store. And then, what about the other 90% of those things, that are not used, they just sit there. And you a lot of those are just bloated or disconnected or useless basically and they create errors and have an impact on your loading time, on your revenue on your rankings, and so on and so forth.
Tanner Larsson 24:13
And I want you to know guys we’re not bashing other theme designers. There’s a lot of good themes out there. But there are always these problems. And one of the biggest problems in the theme is not the theme you got it’s the do it yourself. It’s you the store owner who’s like, oh, yeah, I don’t want to pay someone. So I’m gonna go in there and mess with the code myself, even though I have no idea what I’m doing. And I saw this tutorial on YouTube. And I think it makes sense. So I do it, and then not realizing that maybe the functionality works. But then you create other bugs that happen elsewhere or whatever. Or maybe you actually are part of the reason your site slowing down. Another factor with that is people who hire like a whole bunch of Fiverr developers and a different developer over here and the thing about code guys from a site speed perspective and a function perspective, is there are multiple ways to achieve the same objective within code, there are multiple ways to write it multiple ways to skin the cat. So Igor codes one way, I code a different way, someone else codes a different way. And all three of us have worked on your store. Now you’ve got three different coding styles and things, if Igor did everything his way it would work, but because Igor did his way, I did my thing, my way, those two things may conflict and cause the page to load slower.
Igor Silva 25:33
It’s like they don’t have a protocol that they all follow and apply to the work that they do. So those codes that you’re mentioning that those three different lines of codes that you’re talking about, they don’t connect, which is like, they keep the keep everything the backend, so messy, hard to fix. And then at the end of the day, whenever you’re ready to get someone who’s experienced in optimizing your store, they’re going to take three more times to fix a store, because everything that has been done until then, is totally messed up. So something to look out for.
Tanner Larsson 26:20
Everything we’re talking about here, guys. Not only affects PageSpeed, but it also affects how it functions in a browser, how it displays how it works, all of that. But today is really more about the site speed. But I wanted to bring these things to your awareness, because, number one, it’s geeky, nobody talks about it, nobody is aware of it, no developer is going to tell you this, unless they’re really going to get in there and fix your site. And it’s other things that we have also learned through trial and error, like Igor, and I didn’t start out knowing all this, we had to figure it out and go, Oh, man, yeah, this doesn’t work or when this happens. And we look at 1000s and 1000s of sites a year 1000s of stores. So we get to see a very wide range of what’s going on. And we get to see what the most common things are that happen over and over and over again. And Igor, that’s what his business does is fixing and improving a lot of that stuff for EI members who don’t want to do their own Dev work. Alright, let’s get back on track, because we kind of went on a tangent there, but it was good for them. Okay, so they use these PageSpeed tools to figure out the report and they basically get a diagnostic of their site, they know, what’s loading when they get to have a total time of how long it’s loading, things that are potentially really slow loading and need to be fixed. But those reports, which are sometimes called waterfall reports, can be pretty intimidating. So the question I have for you is, do I have to fix all those things on a speed optimization audit? Like when I get that, do I have to fix everything?
Igor Silva 27:50
Well, in a perfect world, you would have to fix everything. So you can be A-plus, plus, student, so you have to have your store all done.
Tanner Larsson 28:04
But some of the things that are reported aren’t necessarily truly a problem. Correct? They’re just the exact nature of the beast.
Igor Silva 28:11
Exactly. And in some cases, for example, like, if you compare a Shopify store with a WordPress store, on Shopify, you have no control over the server, so you can’t do anything on that end. On WordPress, you can make some adjustments in the server, because you are the one who integrated the server with the front panel of the store.
Tanner Larsson 28:35
And then you can upgrade your server or do whatever needs to happen there.
Igor Silva 28:38
Exactly. But you don’t necessarily have to worry about fixing everything, you have to focus on what’s the most important things. And I listed a few different metrics at the beginning of the podcast, in relation to what you should be looking out for. There are two metrics that we go after, they are very heavyweight on this whole process, which is, largest content full paint. Basically how long it takes until your site is visually loaded. And the second one, which is huge, as well, it has a lot of weight is the total blocking time. So basically how long you’re blocking your users from clicking on an element. That’s huge. So you know, those are just the two metrics that you should be looking into how your website has been impacted by, and looking at certain reports like the waterfall reports can be quite intimidating. And how they relate back to those metrics. But just having that idea of what you go after will give you a good understanding of, how you can communicate with a developer at the same level. So whenever did talking to you, you’re not like, you don’t you have no idea what’s going on. So just for the sake of knowledge in understanding and conversing at the same level, I feel like, it’s interesting to understand.
Tanner Larsson 30:30
Yeah, and, guys, again, this is one of those things when you’re doing this, it’s worth hiring someone who knows what they’re doing. And again, I’m not telling you to hire us, or Igor, or anybody. But this is not one of those areas where the average do it yourself, code person can actually really improved this page speed. There are all kinds of tricks that can be done, like using lazy load, and all kinds of things like that to kind of rearrange things. Because sometimes you can’t do anything about the draw, like the server draw, or the calls that are made, and you have to have those calls made and you can’t optimize it. But you could use something like lazy load and rearrange the order of what loads on the page first because that piece isn’t above the fold. So it could load later. And you want to make sure that all the content above the fold does get loaded first, and then things below the fold can load later. So there’s a whole world of speed optimization here. And we’re gonna give you some definite low-hanging fruit things that you can do. But if you want to get really aggressive about this, go interview a few different developers who are good at this, and see who the right one is for you, and just pay them what they’re worth to do it because the rewards are way worth it, the SEO increase, as well as the financial increase, like, again, we went from 18 seconds on our kitchen store to buy 1.87 seconds, and in less than 30 days, 305% increase in our profits, with nothing else changing, just fixing the page load. So that’s a lot of potential. And that is every month. Once your page is fast, and you keep it fast, it’s going to continue paying those dividends long term. So it’s not something that you want to skimp on by any means. Right?
Igor Silva 32:23
Definitely not. I mean, it’s totally worth it, it has a huge impact, not only on how much you’re converting, but how much traffic is coming for free, basically.
Tanner Larsson 32:33
Absolutely. So we’ve talked, we’ve talked about a lot of technical stuff, and we’ve scared them by saying they have to hire a developer and things like that, but let’s kind of back it down. What are the three best or three lowest hanging fruit optimizations or speed optimizations that they could do to give their page lift, or their site lift right away?
Igor Silva 32:53
Tanner Larsson 34:41
Think about it guys, 90 plus percent of most stores, traffic and buyers are predominantly coming from mobile these days. Depending on your niche, it may be different, but by and large, most stores are 80 to 90% buyers from mobile. And think about it, when you use your cell phone, you load a site, what happens if the site doesn’t load fast? You leave it just like that, as humans, we’re so screwed up in the head, we usually flip out, like, oh, I won’t load, like, we’re in an airplane using WiFi for 30,000 feet in the airplane 600 miles an hour, and we don’t have WiFi. And our life is over. That’s how stupid we are as humans, but and with the phone, we’re the exact same, like, your attention span is already short and you’re scrolling Facebook, you click an ad, the site doesn’t load fast. And you’re like, yeah, I’m going to go back to the scrolling. I’m going to watch a cat video like you don’t wait for that stuff. And as Igor said, and he can talk a little bit about this real quick. is mobile-friendly. What do we mean by mobile friendly? We mean, mobile-optimized, and mobile-optimized and mobile responsive are not the same thing. So why don’t you talk a little bit about that real quick?
Igor Silva 36:02
Okay, so mobile optimized, you literally have elements that will allow you to go to the next step in the purchase journey at a faster pace. And mobile responsive? I mean, do I need to explain a little more on what role mobile responsive?
Tanner Larsson 36:21
Yeah, explain what mobile responsive is. I’m sure there are people who have heard it, but they think that means one thing when it only means something else?
Igor Silva 36:28
Okay? Beautiful. When it comes to mobile responsiveness, it’s like, you have your website on desktop, and you look at it on your desktop and it’s all open, you see every single element in there, it’s huge. And then what we mean about mobile responsive is like, it just kind of resize that browser to be a little smaller, you’ll see that it’s going to start cutting and removing some elements or even like, just shrinking accordingly to the size of the browser that you’re just reducing the size to. So basically it is a technology that has been helping businesses and developers across the board for a few years now. And it’s impressive to see because we come from having two different sites, how to build two different sites, one for desktop and one from mobile. And now, we don’t necessarily have to do that, you know. So that’s basically the basis of it. As far as I can tell.
Tanner Larsson 37:42
You’re right. The clarity point that I want to add to this is, as you scale your browser down mobile responsive means that the site scales down, it basically gets smaller to make it fit. And then sometimes when it doesn’t on mobile, it starts stacking things differently. Like if images were side by side, now, they may be one on top, the other, and things like that. But this is an automated technology that makes its best guess, again, built by programmers to make it work one way not built by people who actually do data optimization to track the usage patterns and stuff. So just because your site does scale down to mobile, and it views okay on mobile, doesn’t mean that that mobile journey that buyers journey they go through is optimized just because it actually fits. And that’s where Igor is talking about this low-hanging fruit of making sure it loads better. The other thing is, is typically you have better connections, WiFi, or internet on your desktop than you do on mobile. So you have better processing power, all that stuff. So if your site loads really fast there, but it’s slower on mobile because all the things that work really well on the desktop are now squashed down in mobile, it may not be the same experience, and you definitely have different load times.
Igor Silva 39:04
And that’s the reason why, you know, for Responsive sites, you tend to not only stack elements, but also remove some elements that are not useful for mobile users in order to speed up that experience for them. So it’s definitely something that has helped a lot in that regard. And, of course, again, being mobile-friendly, having a responsive website, not only an optimized and mobile-optimized website, but a responsive website will give you better rankings on Google because that’s a ranking factor. If you don’t, then forget about it.
Tanner Larsson 39:46
Absolutely. So Igor we’ve covered a ton right now I’m sure people’s heads are kind of spinning for the most part because most people don’t think about PageSpeed like this. But I want you to touch on one other piece, just to add a little bit more complexity to it. Not to confuse anybody, but it’s important for them to realize that there is more than one site speed on your store, right? There’s our page view, every page is different. So why don’t you talk a little bit about how important it is to realize that it’s not just one-speed metric we’re looking at?
Igor Silva 40:19
Well, because if you go through one of those tools that we mentioned here before, you will most likely just get your homepage URL punch in there, and let the tool audit. And you shouldn’t forget about the other pages that you have, for example, your collection page, your product pages, your cart page, because they are a vital process, you know like they’re pillars of your purchase journey. So you’ve got to pay attention and cast them individually. So you can make adjustments to them individually as well. Because a lot of the elements, for example, one of the elements that you use that you code on your home page, the vast majority of them, you’re not going to use on your collection page or on your product page. So you likely just use the header and the footer of your homepage across every single page of a website. You know, the same thing applies to the collection page, the product page, so those elements don’t carry over to the next template in a sense. Template means homepage, collection page, product page cart page, so on and so forth. So it is important to take a look at those pages, those templates individually and what the specifications of each and every single one of those that you must optimize are. So stay tuned for that.
Tanner Larsson 41:57
Yeah, absolutely. We’ll have Igor back on and we’ll keep talking about it. But if you think about it, guys, there are multiple pages in the buyer’s journey. So let’s say they land on the homepage, Great, they go to the homepage, and it loads super fast because you fixed it. And they go to the collection page, it’s a little slower, but it still loads, and then your product page, which you’ve put all these different apps, you’ve done all this stuff on your product page, and it loads super slow. It’s the same effect as if your whole site loaded bad because you still broke the buyer’s journey, the person is going to bounce from there, maybe they made it a little further through. And you can still retarget them because they saw a product view and you can do dynamic retargeting and stuff, but you still failed. So it doesn’t do you any good to have a fast homepage, but a slow product page or a slow collection page or whatever every page of your site needs to be, speed optimized, as well as, revenue optimized to make sure that buyers journey is as seamless and as quick and as easy for the consumer as possible. So definitely test out those different pages. And this was a big thing for Matt and I, when we learn to guys. We thought, Oh, yeah, we did our site speed, cool, we’re fixed. And then it’s like, oh, wait, I have to do every page. And then we plug in a different page, like our product page, and go, holy crap, it’s still loading in 15 seconds, even though our homepage is loading at one. Okay, well, good. But we better fix that.
Igor Silva 43:27
My suggestion is that you really focus on optimizing the whole site. But don’t forget to give that focus to your product page, which is where you add more stuff to basically. You add a lot of apps in there, you add a lot of images, videos, I mean, there’s just so much going on in the product page. And it’s one of the money pages, it’s one of the most important pages that we send traffic to. And if you just have one product page, that it’s not loading fast, then you’re in big trouble.
Tanner Larsson 44:06
Absolutely. And again, the same goes for the cart and the checkout as well, you add a cart, and then the cart takes forever to load. Or they go to the checkout, and your checkout takes forever to load. And those two things, usually you’re not adding a bunch of stuff to your cart and your checkout, for the most part, more is f taking things away. But the problem there is, that seems to be where the code breaks a lot when people start messing with it because they try to change the format of the layout. And all of a sudden, the cart takes an extra few seconds to load because the browser is trying to figure out what the heck is going on when it loads the cart. So definitely pay attention to that. Guys. Igor, thank you so much. We covered a lot, will definitely have to bring you back on we’ll talk more specifics about maybe some specific page issues and different things and other topics as well. But right now, guys, for those of you listening, make sure you leave a comment or a review. Let us know what you thought of the episode what you think of the podcast overall. And make sure you’re subscribed both on audio to set up whether it’s Itunes or Spotify or Stitcher or whatever and then also over on our youtube channel because this is also a video podcast a lot of times we share screens and we show you a lot of other things that you may want to see visually so you’re gonna want to make sure you have a subscribed on both and if you need links for that or you just want the show notes, go to Build Grow Scale.com forward slash podcast it’ll give you links to everything give you the show notes the video links all that stuff and any other tools we talked about are also listed out in the show notes on those pages so head over to Build Grow Scale.com forward slash podcast and we will see you guys in the next episode, see ya.
Ecommerce Store Audit
Want us to do an Audit on your e-commerce store and show you how you can make some quick changes that will dramatically increase sales and profits without increasing your traffic?
Ecommerce Store Audit
Want us to do an Audit on your e-commerce store and show you how you can make some quick changes that will dramatically increase sales and profits without increasing your traffic?