Decreasing Page Load Time Can Increase Conversions

Do you know that load time of your site can have a big impact on your conversions? KissMetrics in it’s post “Speed Is A Killer – Why Decreasing Page Load Time Can Drastically Increase Conversions” writes:

According to surveys done by Akamai and Gomez.com, nearly half of web users expect a site to load in 2 seconds or less, and they tend to abandon a site that isn’t loaded within 3 seconds. 79% of web shoppers who have trouble with web site performance say they won’t return to the site to buy again and around 44% of them would tell a friend if they had a poor experience shopping online.

 

How to Test your Page Load Time

  1. Page Speed Site from Google http://pagespeed.googlelabs.com/
  2. Web Page Test: http://www.webpagetest.org/
  3. Page Speed Browser Plugin: http://code.google.com/speed/page-speed/
  4. Google Analytics Plugin: http://yoast.com/site-speed-tracking-in-google-analytics/

How to Decrease Page Load Time

Here are some tips from Kissmetrics to reduce your page load time:

  1. Use GZIP compression – it can significantly speed up a site, reducing file size by as much as 70% without degrading the quality of the images, video or the site.
  2. Wrangle Your Javascript and Stylesheets – Have your scripts and CSS load in external files. This way, the browser only has to load the files one time, rather than every time someone visits each page of your site.
  3. Optimize Your Images – In Photoshop or Fireworks, you can use the “Save for Web” option to drastically reduce image size.
  4. Don’t Rely on HTML to Resize Images – HTML (and by extension, WordPress blogs), make it easy to resize the images on the fly before it is shown to the user.  But just because you load that smaller size, doesn’t mean it’s taking up any less room on the server.
  5. Web Cache Me If You Can – Content management systems like WordPress have plugins that will cache the latest version of your pages and display it to your users so that the browser isn’t forced to go dynamically generate that page every single time.
  6. Don’t Confuse the Browser with Redirects – A lot of 301 redirects piled together just confuse the browser and slow it down as it wades through the old destinations to get to the new one.
  7. Let the Network Carry the Load – Content Delivery Networks serve pages from the server located near uses geographical area, which means they get the site to load sooner.

For detailed post please visits,  “Speed Is A Killer – Why Decreasing Page Load Time Can Drastically Increase Conversions”

Top 20 Most Expensive Keyword Categories on Google

WordStream, a maker of an PPC management platform, conducted a study on top keywords and categories that Google makes money from. They analyzed what keywords demand the highest costs per click and are most competitive in terms of high search volume. Here is what they found:

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The 20 most expensive keyword categories with the highest search volume and highest costs per click, thereby netting Google the most money, are:

  1. Insurance (example keywords in this category include “buy car insurance online” and “auto insurance price quotes”)
  2. Loans (example keywords include “consolidate graduate student loans” and “cheapest homeowner loans”)
  3. Mortgage (example keywords include “refinanced second mortgages” and “remortgage with bad credit”)
  4. Attorney (example keywords include “personal injury attorney” and “dui defense attorney”)
  5. Credit (example keywords include “home equity line of credit” and “bad credit home buyer”)
  6. Lawyer (“personal  injury lawyer,” “criminal defense lawyer)
  7. Donate (“car donation centers,” “donating a used car”)
  8. Degree (“criminal justice degrees online,” “psychology bachelors degree online”)
  9. Hosting (“hosting ms exchange,” “managed web hosting solution”)
  10. Claim (“personal injury claim,” “accident claims no win no fee”)
  11. Conference Call (“best conference call service,” “conference calls toll free”)
  12. Trading (“cheap online trading,” “stock trades online”)
  13. Software (“crm software programs,” “help desk software cheap”)
  14. Recovery (“raid server data recovery,” “hard drive recovery laptop”)
  15. Transfer (“zero apr balance transfer,” “credit card balance transfer zero interest”)
  16. Gas/Electricity (“business electricity price comparison,” “switch gas and electricity suppliers”)
  17. Classes (“criminal justice online classes,” “online classes business administration”)
  18. Rehab (“alcohol rehab centers,” “crack rehab centers”)
  19. Treatment (“mesothelioma treatment options,” “drug treatment centers”)
  20. Cord Blood (“cordblood bank,” “store umbilical cord blood”)

Source: http://www.wordstream.com/blog/ws/2011/07/18/most-expensive-google-adwords-keywords

Role of Search & Social Media in the Purchase Pathway

A recent study by GroupM studies the impact of Search and Social Media in purchase cycle. For this study Group partnered with Dell some key brands in telecommunications and consumer packaged goods (CPG) industries.

GroupM developed this study along with comScore to understand the relationship between Search and Social media as it puritans to online purchase pathway all they way to conversion and brand loyalty.

The results shows that both Search and Social are very critical for not only initial conversions but also for brand loyalty.

Here are some key stats from the study

  • 51% of the conversion users rely on search only while 48% rely on both Search and Social Media.
  • The study found that 58% of the “Paths to Purchase” start at search while only 18% start with social media.
  • 25% of the users conducted brand product searches after visiting a brand site (either the brands own site or a competitors site)
  • 1.86% of the respondents cites search as begin very important
  • 2. 45% of people use search throughout the purchase process
  • 2. 26% use search only at the beginning of research and shopping process
  • 3.18% use search only at towards the end of the purchase cycle.
  • 4. 67% of the people site quality and depth of the information as a reason for using search engines
  • 50% of people indicated that they use search for deals and/or sales more often than pricing or store location
  • The duration of purchase path can be as long as 60 days (multiple categories were studied)
  • In last 30 days of that period search behavior intensifies.
  • What aids the purchase decision? 30% said User reviews, 17% Facebook, YouTube and other video sharing 14 and Twitter 9%
  • 64% of the people said they are likely to follow a brand via social media after a purchase
  • 74% of the people said the desired format for future engagement is via Facebook brand page

You can download the full study athttp://www.scribd.com/doc/49442666/The-Virtuous-Circle-The-Role-of-Search-and-Social-Media-in-the-Purchase-Pathway-Research-from-GroupM-Search

Click Through Rates on Facebook Ads

Advertising on social media is on the rise. eMarketer estimates marketers around the world will spend $6 billion advertising on social networks this year. Many ad performance metrics have long been low on social networking sites, suggesting internet users simply do not want to click on ads while they’re socializing with friends and family. Here are some charts from eMarketer on this subject:

Source:

Earned Media to See Spending Increases this Year

http://www.emarketer.com/Article.aspx?R=1008238

Attitudes of Internet Users Toward Targeting

According to a January 2011 survey from Krux Digital, 57% of internet users surveyed said it was OK for websites to serve targeted ads based on their activity on that website, less than half as many had positive attitudes toward tracking that followed them from site to site.

Read more at http://www.emarketer.com/Article.aspx?R=1008222