Do you think the loading time of your website is just a technical subject, reserved for developers? It is a big mistake to consider web performance as an exclusively technical issue! Here are some arguments to convince you, which place web performance as a crosscutting issue, valid for all online businesses and for all actors in the value chain of web projects … including, of course, marketing!

Because the loading time can undermine your acquisition potential

It’s almost mechanical: a site that is too slow scares off a lot of Internet users and these are all prospects who will not even be exposed to your marketing strategy, however elaborate and effective it may be. And take it for granted: you only have a few seconds to convince your visitors to stay on your web pages! We’re talking about bounce rates here, of course, but other areas of acquisition can also suffer from poor web performance … like SEO. In fact, many SEO specialists place loading speed as one of the criteria to watch especially at the moment. In any case, this is what emerged from the cross-interview with a dozen of them a few months ago.

Even your SEA strategy can be affected. The loading speed is indeed one of the criteria influencing the calculation of the Quality Score of your ads by Google, which has a notable impact on the cost and effectiveness of your Adwords campaigns …

In fact, the impact of web performance on traffic acquisition, whatever it is, is easily understood: any method used to bring Internet users on pages too slow to load will generate a loss of audience.

Because display speed is an essential part of the user experience

As a marketer, these two letters must tell you something: they designate the famous user experience, this concept that qualifies the overall experience experienced by the user of an interface (a web page in this case). Several studies attest to the many benefits of a “good” UX on the business: lower bounce rate, increased user engagement and satisfaction, increased conversion rate, loyalty or competitive positioning. With such challenges, it makes sense that you pay close attention to the subject!

But User Experience is a very broad concept encompassing many criteria, ranging from the emotional impact felt to the ergonomics or the accessibility of the interface, with the risk, often, of only considering certain aspects of the question. , like design for example. However, page loading speed is an essential prerequisite for a quality user experience.
In summary: a fast site does not guarantee you a quality UX, but a site that is too slow will most certainly be unusable!

Because in the end, your conversion can seriously suffer

Impacted acquisition + degraded user experience = harmful consequences on conversion! And that’s how your major KPI can be significantly affected by the loading time of your web pages.

Obviously, the magnitude of this impact varies depending on the sector, the type of activity, or the populations of targeted Internet users, but there is no shortage of business cases. The most recent:

Zalando who reports a gain of 0.7 points in income per session for an improvement in his loading time of 100 ms!

M6Web claims a 12% increase in conversion for its Radins.fr site, attributable to a project to optimize its web performance.

So how can we not deal with this factor that could degrade this indicator, which is so vital to you?

Because the loading time can also distort your analyzes and your judgment

Not content to impact your business statistics, the loading time of your pages can bias some of your analyzes, and mislead you on some of your conclusions. Here are some examples :

Have you embarked on a redesign of pages (or even of the site), have you added a new functionality, and the expected results are not there? In the heat of the moment, some non-optimized elements (images, scripts, etc.) may have crept onto your site and your web performance may have declined. And this slowdown could cancel out all the expected benefits!

In the same vein, pay attention to the analysis of your A / B tests! As we have seen above, speed has a huge impact on the behavior of Internet users. If the different versions that are the subject of your tests are not similar in terms of web performance, your A / B test may well turn into a demonstration of the impact of performance and completely miss your original goal .

You record a low conversion on certain categories of users and you come to doubt the marketing effectiveness of your message … And if, in fact, these disappointing results were explained here again by a bias linked to performance? Your foreign or expatriate visitors, for example, probably face a site much slower than the majority of your traffic if it has not been the subject of prior technical optimizations. We are not equal in the way we access the web: bandwidth, latency, peripherals used are all parameters that can vary greatly, and patterns can thus emerge on certain strategic segments for your business. Real User Monitoring will allow you to learn more about the loading speed of your visitors.

Because your impact on web performance is strong

Until then, we have discussed the potential consequences of loading speed on your business. Let’s not forget that the opposite is true: your daily activity can lead to significant degradations in the web performance of your site. Adding content or new features, making changes to your pages, using external services, etc. are all risks of impacting the loading time of your pages.

Let’s take an example: the use of a manager tag. This tool allows you to quickly add – and sometimes without the supervision of technical services – new tags (scripts) on your web pages, in order to collect data and add functionality to your site. The icing on the cake, the providers of these tag managers sometimes even announce a key benefit in terms of web performance, at the time of their implementation: by loading the tags asynchronously, the speed of your site can be improved. !

But now, this improvement is likely to be transient, and without rigorous management of the tag manager, the latter can on the contrary seriously harm the web performance of your site, as Franck Scandolera, specialist in the subject explains: “Without discipline, you run the risk of finding yourself over time with unmanageable long lists of tags, rules and macros, unnecessarily overloading your GTM container. Worse still, you could bring your site down, causing a significant financial loss for your business.“.

Web performance: concertation ground with technique

In conclusion :

The proof is therefore made: web performance is a subject you must get involved in! But – and this is perhaps the most difficult issue to negotiate – certainly not alone in your corner … Indeed, beyond the good practices that you can impose on your profession to limit your impact on speed loading, most of the solutions and areas for improvement remain the responsibility of the technical services.

A good management of your web performance can only be conceived in a transversal way within your organization, by establishing a regular dialogue between the different services involved. The “good” management of a tag manager mentioned in the previous chapter is a very good example.

To achieve this consultation, applying the performance budget method seems appropriate: “This is what the performance budget brings: a discussion framework that tracks your progress. It is used as a reference point to decide which component should, or should not, be added to a page.“. And, for items whose presence is confirmed, “it guides you on how you choose to display this content“.