New Aberdeen Group Research Highlights Website Management Problems

You’ve heard us discuss best practices for websites before. But, it’s been some time since we’ve done so. And these standards change over time.

Aberdeen Group recently released its research and findings on website management. And we’d like to share some of those with you here.

So let’s dive right in.

Why Care About Your Website’s Performance Anyway?

You know it’s important to offer the best presentation you can for your visitors. What difference does that actually make?

Aberdeen found companies who make a consistent effort at improving their websites for their uses are:

  • 4x more likely to have more online sales and revenue
  • 2x more likely to have lesser website downtime
  • 45% more likely to have a greater insight into performance problems

By the way, if you want to read the whole report, you can find it here.

The Average Patience of the Typical Website Visitor

You’ve heard the stat that most visitors leave your website in just seconds. What’s the reality on that?

According to Aberdeen, 20% of mobile websites report users start leaving their site after just 2 seconds. After 3 seconds, this jumps to 40%.

What Smart Companies Do

When you’re first building your website, your priority is ranking and attracting traffic. That traffic gives you data, so you can understand how people use your website, and what they like and don’t like.

At the beginning, you of course create the best experience possible at that point. But, you realize your website will need changes on an ongoing basis to adapt to preferences in your market.

What do sharp companies do to continue to meet their market’s needs?

Here are some things:

  1. Analyze Visitor Conversion Paths

Google Analytics gives you a report called “Users Flow.” You can find it under “Reporting à Audience à Users Flow.”

You’ll see an image like this:

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This report shows where users enter your website, and then the path of pages they follow. It’s huge for understanding how people use your website, and where they leave. Then you can figure out what to do at points where they leave to increase their on-site time.

  1. Heat Maps

Heat maps show similar data to the Google “Users Flow” you just learned about. However, they help you understand exactly how a visitor uses a certain page in greater depth. They show you exactly what the user clicks on in a certain page.

Check out this one:

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Image Credit: Conversion XL

The red indicates the areas of most frequent clicking. This data helps you understand how to build your pages for the best user experience, and possible elements to eliminate.

Those are a couple things forward-thinking companies do to make their websites most useful for their users. You can get as scientific as you want, and it does make a big difference in your sales once you have consistent traffic.

What’s a Content Delivery Network (CDN)?

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Fair warning: content delivery networks are a little more on the technical, obscure side.

Unless you’re a SEO pro, you probably haven’t heard of one.

Their basic benefit is that they speed up the browsing experience for your users. That’s good for you because the faster your website loads, the more sales you make.

And since Google factors page speed into your rankings, they make good sense to use.

How Do content Delivery Networks Work?

They’re simple to understand: they deliver web pages and other web content to your users based on their geographic location, the origin of the web page, and the content delivery server. The closer the CDN server is to the user, the faster the delivery, the better their experience, and the more likely you are to make a sale.

So if you host your website in New York, but have a user visit from Los Angeles or Sydney, Australia, a CDN would be located geographically closer and speed up the loading of your web page for them.

When Should You Use a CDN?

Honestly, they’re not the first speed improvement to make for your website. A CDN can be costly and relatively difficult to implement.

So you want to go with other things first, like:

  1. Optimizing the overall user experience (ease of navigation, design, useful content)
  2. Improving page speeds with coding and appropriate WordPress plugins
  3. Designing your site to be mobile friendly

Who Should Use a CDN?

Technically, every website which has more than 1 user at a time can benefit from a CDN.

However, CDNs are especially useful for these situations:

  1. E-commerce sites with high amounts of traffic (think Black Friday and other holidays)
  2. Government websites
  3. Websites heavy with rich media like video and images
  4. Websites that serve customers nationally or globally
  5. Any site that requires user to login to use a service

Some Helpful Information to Know about CDNs

  1. CDN providers, good ones anyway, guarantee nearly 100% availability, even during catastrophic events like massive power outages. So you won’t have to worry about your users not having access to parts of your website.
  2. If you have mostly mobile users, the returns you get are generally marginal in relation to their cost. Desktop users tend to get more speed than mobile users.
  3. CDN’s are getting more affordable because of increased competition. Years ago, you could expect to pay thousands of dollars per month at minimum. Now, the market’s tighter, and CDNs cooperate well with newer technologies.
  4. Different CDNs work better for various business types. An experienced internet marketing professional can help you make the right choice for yours.

If you want your user experience to be the best it can possibly be, a CDN’s a must-have. It might be just the edge you need to beat your competition.

 

Top 4 WordPress Plugins to Improve Page Speed

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WordPress plugins can be extremely helpful sometimes…

And then they cause more trouble than they’re others.

The trap that’s easy to fall into is to learn about a new plugin, and add that. Then you hear about another, and install it. And so on…

Before you realize it, you have 70+ plugins. And when you have a lot, they can interact poorly with each other, causing your website to stop working!

Plugins are a good thing. But you need to know which ones are worth having.

So here’s the top ones you should have to increase your page speed:

  1. Google PageSpeed Insights

Start right off with a plugin that uses technology from a name you trust. This plugin doesn’t do any fixes for you. But it does tell you what you need to fix.

You’ll learn:

  • The largest areas for page speed improvement across your entire site
  • What to fix on each page of your website (not all pages are the same, after all)
  • Your best and worst performing pages

 

  1. W3 Total Cache

A number of big names in the internet marketing space, and business in general, use this plugin. AT&T, Matt Cutts, Mashable, and others swear by it.

As its name suggests, it takes advantage of caching to improve your site’s speed. So, rather than loading a new page every time you visit, you can set this plugin to instead tell your user’s computers to check their internet history cache on their computer for a recent version of your web page.

W3 goes much farther than simple caching, as it’s really a complete solution for optimizing the speed of your entire WordPress site. It even has support for content delivery network integration.

Few WordPress plugins have W3’s amazing reputation. It truly is a must-have for your website.

  1. P3 Plugin Performance Profiler

Remember how we said it’s easy to install way too many plugins on your WordPress site?

Well this plugin analyzes all the ones you have installed, and tells you which ones slow down your site’s load time most.

Makes it easy to get rid of the troublemakers!

  1. WP Smush

Have a lot of images on your website? With just a few clicks, this plugin automatically reduces the file size of all the images…without reducing their quality.

And it does this automatically for each new image you upload too.

Other plugins do something similar, but you may have to manually do the process for each image! Yikes!

In a bloated world of WordPress plugins, those are the top 4 for improving your page speed.

They’ll make your life, and your user’s experience, much better!

Why Every Page on Your Website Needs to Load Fast

Why Every Page on Your Website Needs to Load Fast

 

Web usability expert Jakob Nielsen, who’s been testing what web users really want since the mid-1990s before most people even had the internet, says this about page load speed:

“When sites shave as little as 0.1 seconds of response time, the outcome is a juicy lift in conversion rates. Today or the 1990s? Same effect.”

He goes on to add that web users prefer fast websites over gorgeous ones. And no VP of marketing aims for a “sluggish” experience in any area of business.

So, it’s super important for your bottom line that your website operates fast.

But, That’s Not the Only Reason Your Website Should Load Fast…

That’s because Google gives better rankings to websites that load fast. And this isn’t a recent rule.

In fact, it’s been in place for more than 5 years – since April 2010.

Remember: it’s Google’s goal to put websites with the most helpful information at the top of its search rankings. They’re a for-profit company, so they have to do that better than anyone else to stay in business.

After that, at a general level, they consider user experience. And since you already learned users want fast websites, that’s something you need to aim for.

How Do You Know if Your Website Loads “Fast?”

After all, people have different connection speeds. So not everyone’s experience is the same.

Some people might even still be on dial-up (remember that?)!

Fortunately, it’s easy to check. Google has a PageSpeed Insights tool that tells you (and appropriately so) in just seconds.

Simply enter in your URL. Google gives you a score of 1-100, with 100 being perfect. And it gives you separate scores for mobile and desktop versions of your website (you do have both, don’t you?).

Here’s an example so you see what we mean:

That’s the easy part.

The hard part is…making the changes. You don’t need a skilled developer to make them all, but you will need one to make most of them. Some you can get away with by using a simple WordPress plugin.

Examples of Websites that Load “Fast”

Believe it or not, you can shell out thousands of dollars making your website load fast. The good news is you don’t need to break the bank. You can get close enough if you’re on a budget.

But here’s a few websites that show you what to shoot for:

  1. Copyblogger

This website’s actually a thought leader in the online marketing space. Just click around on their site a little.

Notice how it loads so fast that you almost feel like you’re clicking on your desktop computer.

  1. com

This site delivers news stories according to your interest. Like Copyblogger, it loads fast and has a simple design.

In conclusion, your customers want everything now, and the same goes with your website. So, it’s important to make it load fast for their benefit, and to keep your Google rankings high.

Your Site Must Work for Mobile Users on April 21st

If your website isn’t mobile responsive by April 21, Google’s going to take 50% of your mobile traffic. Learn more in this post from i5 web works.

If you’re a search marketing pro, you knew it would come sometime.

And now Google’s officially made the announcement.

Now, your website must be “responsive.” That means it displays correctly on all devices (smartphones, tablets, desktops, and laptops).

There’s some talk Google’s been rewarding responsive websites with better search rankings. But now, they’ll actively penalize websites that don’t. And they’re handing out a big whack this time!

Is Your Website Responsive?

It’s easy to check. Just visit Google’s Mobile Friendly Test Tool. Enter the link to your site. And in about 20 seconds or so, Google tells you whether or not you’re good to go.

If you want to see what your site looks like on all major device types, visit StudioPress, and insert your URL. If all goes well, your site looks like this. Your users don’t have to browse to the right or left to see any of it:

Why is Google Doing This?

Well, for obvious reasons. One report from comScore holds that 60% of all internet traffic now comes from mobile devices. 51% of that comes from mobile apps.

Remember, Google’s all about user experience. They want to put websites that users love most at the top of the search engines.

Now, websites ready for mobile and with the most attractive content get those positions.

What If You Fail to Act?

No one knows specifics, but the news won’t be good for you. Some experts think you’ll lose 50% of your mobile traffic.

The average website gets 50-60% of its search traffic from mobile devices. You could lose 25-30% of your total search traffic immediately.

To calculate what you could lose with more precision, login to Google Analytics. Then go to “Audience” on the left menu, and “Mobile” and then “Overview.” You’ll learn exactly what percentage of your traffic comes from mobile devices.

The Good News Is…

The silver lining this is Google says this update won’t affect organic search for non-mobile devices. So if Google caught you completely by surprise, you won’t lose everything.

But your losses will still be significant. The simple cure is to have your website redesigned to be “mobile responsive.”

Better act now – web designer’s schedules are filling up!

Is Your Mobile E-commerce Website Converting?

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The Results are In: Desktop Converts Much Better Than Mobile E-Commerce

You’d think it would be the other way around. But that’s not what research from IBM suggests. Learn the truth and what to do about it in this post.

Recent traffic data from IBM shows the ratio of traffic-to-sales for e-commerce websites is 288% higher for desktop computers versus smartphones. When you compute the statistics reported by IBM into dollars per visit, it’s 372% higher for desktops!

What’s going on?

Isn’t everything you hear all about mobile and how it’s going to take the future over? It does account for almost as much traffic as desktop computers, but it doesn’t even come close in terms of conversion rate.

So why is this happening?

A few major reasons:

  • Jakob Nielsen, internet usability expert, reports some sites don’t follow basic guidelines for e-commerce usability
  • At a more detailed level, he identifies 884 e-commerce design guidelines many websites don’t follow
  • Other sites do great at following desktop guidelines, but fail to follow good mobile design guidelines

What Should You Look For?

Now let’s face the truth – small businesses often don’t have the time or money to identify all 884 issues and address them. But, you can look for some of the larger issues on mobile e-commerce sites that need to be addressed and then focus on the smaller ones as your business grows:

  1. Making the Mobile Shopping Experience Too Basic

It makes sense to simplify mobile shopping because, after all, their wireless connections often don’t have high bandwidth like desktop PCs do. And, the fewer steps you have to take to buy, generally the more purchases you get.

But, the risk there is reducing the enjoyable experience of shopping to a simple decision of whether to purchase or not. For many users, that takes the fun out of online shopping, and they don’t buy as a result.

  1. Unusual Choice of Copy

Because smartphone screens are small, copy gets condensed into its most concise terms. That’s helpful, but some companies go to the extreme of using unfamiliar language to customers just to make the copy fit in. If they don’t know what your copy means, they won’t be able to buy unless they’re a very determined shopper!

  1. Image Sliders/Carousels are Cool, but They Destroy Conversions

They get used on both desktop and mobile websites. They hurt desktop conversions and the effect is even more pronounced on mobile e-commerce sites.

That’s because when sliders intended for desktop websites get used on mobile sites, the images become too crowded and the text too small to see. Since that hurts the user’s browsing experience, they choose to buy less.

Mobile use of the web is here to stay and it’s going to continue to grow, but getting the most from it requires ongoing hard work. Keep it on your radar, and you will get more conversions as you fine-tune your site for success.