A fundamental element in the success of your campaign that directly influences your online conversion rates is your web hosting infrastructure.
You may be surprised to learn how many hosting factors can have a direct impact on your digital marketing and, ultimately, on your business success.
Here is a list of the main questions you should ask yourself on the subject. In this article, you will find some answers that will allow you to make sure that you give yourself all the means to maximize your sales, protect your brand’s reputation and increase the value of your customers’ life cycle.
Availability of your site: are you sure you are 100% operational?
A good web host will guarantee 99.9% or 100% uptime while taking concrete steps to keep that promise, including services to monitor your website and resolve any issues in the event of a breakdown. They should also have measures in place to quickly replace failed hardware and store offsite backups to restore your site in the event of file corruption or any other disastrous event.
Downtime can cause permanent damage to your brand. It is therefore necessary to set up “emergency” plans in advance to minimize the risk of breakdown or failure of your website. In addition, whether caused by errors, scalability issues, security concerns, or the constraints of a shared hosting environment, downtime can affect your search engine ranking.
Downtime quickly leads to the wasting of valuable marketing budgets for active advertising campaigns or sending emails that lead to nothing or are simply suspended.
Loading speed: does your site load in less than three seconds?
According to Google, 53% of mobile site visits are abandoned if the pages take more than three seconds to load. If your web hosting infrastructure is not properly speed optimized, you risk losing visitors who spend time on your site and interact with your offers.
A good hosting provider needs to control their infrastructure as much as possible and use modern hardware like solid state drives, powerful caching technology, and a comprehensive optimization plan. Finally, your host must complete the work done by your developers to ensure that your site loads quickly in the most used browsers.
Since loading speed is an important factor in achieving good quality scores on the Google Ads platform, this factor also has an indirect impact on your marketing campaigns. Loading speeds also have an indirect impact on ranking in organic search engines. They influence important metrics for search engines like bounce rate and time spent on the site!
Shared resources: is it time to update to a more efficient solution?
If you are on a shared hosting account or on a virtual private server (VPS), you are sharing a server with other users. In such situations, it is unlikely that your hosting account will be as secure and optimized as you would like. In most cases, dedicated servers or cloud servers clearly offer added value in terms of security and resource utilization.
In a shared environment, imagine that a “neighbor” decides to launch their own aggressive email marketing campaign, which would naturally increase the traffic received by the shared server.
Although shared environments may have some dedicated resources and a buffer to manage performance, what other factors could be at play during load tests? What happens when all users of shared resources face a high volume of traffic? These are just a few factors that are simply beyond your control if you are hosted on this kind of hosting environment.
Scalability: are you able to handle an increasing volume of web traffic?
When you increase traffic to your website, it is essential that your hosting environment can support an increasing number of simultaneous visitors to the site. Ideally, your hosting account should be subjected to a load test to determine if it can handle the expected traffic spikes.
Even if you are using a cloud hosting solution, you may want to consider balancing traffic across multiple servers. Some hosts offer services to increase resources when needed. Using a content delivery network (CDN) can also play an important role in absorbing unexpected traffic increases.
If your site slows down or starts sending error messages to your customers because it cannot handle the traffic you receive, you will lose sales and your reputation will be damaged.
Tip: Cloud or cloud hosting is a more scalable hosting solution that should give you more flexibility to allow you to overcome these types of problems, which are of course good problems to have.
Error monitoring: quickly find and restore pages that do not load
In some cases, your website may load, but some pages or resources, for whatever reason, will not follow. Your web host can help you monitor these types of issues that can quickly damage your brand’s reputation and disrupt your sales funnel.
It is not uncommon for the fruit of a marketing campaign to be completely “wasted” due to the malfunction of web pages. Imagine launching a beautiful, well-designed digital campaign and discovering that a large percentage of inbound clicks receive a “404 error” due to a typo in a link or a more serious problem on the target page.
We’ve all had loading problems, dead links, or “oops” pages, even on our favorite brands’ sites – even the best of us!
How can you be alerted if a link in your campaign has a typographical error or is not working? What system do you have in place when 404 errors occur on your site? Quality internet hosting providers can monitor and report on these types of events in real time, giving you the opportunity to resolve the issue before it is too late.
Security: how secure is your website?
If your website is infected or suffers from any security breach, the consequences can be detrimental. A violation of your credit card database, for example, would have a lasting impact on your brand image and customer loyalty.
Likewise, malware on your website can cause web browsers and anti-virus software suites to display frightening blacklist warnings to potential buyers trying to access your website. Metaphorically speaking, we can compare these kinds of warnings to a notice of an imminent natural disaster evacuation – the message they convey is, “run away!”
Using a robust web hosting solution may not be at the top of your priority list for your business. If you hope to achieve good performance through your marketing campaigns, you should seriously consider using the services of a quality web host.
Scalability, load speed, error monitoring, security, server load, and uptime are all aspects of web hosting you need to think about. If all of these aspects are related in one way or another to your partner’s performance, the support they provide is also a key element of successful web hosting.
Being aware of the issues developed in this article will allow you to protect yourself from possible hosting problems that can have an impact on the success of your online marketing.
It is best to look for a web hosting team that will provide proactive management and a consultative approach. Find a host that understands your business needs and challenges. Finally, choose a partner who can help you increase your growth and continue your business success.