Enterprise Digital Platform

Web Performance Optimization Tools and Techniques

Navdeep Singh Gill | 16 June 2022


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What is Website Optimization?

Website performance refers to how rapidly a website's pages load and display in a web browser. The activity of increasing the performance of websites in various ways is known as web performance optimization. Websites that are faster and work better are said to be faster. Because it is the first event that all visitors encounter, good website performance is a cornerstone of any successful website. Users' first impressions of a website, its business or organization, and whether they convert, buy, or bounce is all influenced by first impressions.

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You can employ tools, advanced methods, and experimentation to improve your website's performance, boost traffic, increase conversions, and increase revenue.

Why is Website Performance so important?

As an Internet user, you have come across many slow websites. Although it may seem like a minor inconvenience, poor performance can impact the entire organization. From user satisfaction to the bottom line, the implications are far-reaching. Let's discuss the speed benchmarks your website faces and why they are essential to achieving.

User Experience

Whatever method an online company uses to improve its performance, the ultimate goal is always to improve the user experience (UX). All website design options should promote a positive user experience, and speed is no exception. UX affects every aspect of your website. If your website is slow, your visitors won't like it. And if your visitors are having a hard time, your online business will also be bad. Conversely, successful websites improve user experience, leave a positive impression on visitors and encourage them to return.

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Visitor Retention

One of the main goals of website design is to engage visitors as soon as the page loads. But none matters if your website loads slowly at first – impatient consumers will quickly abandon websites. According to Akamai Technologies, the bounce rate doubles every two seconds it takes for a website to load, and 53% of mobile users abandon a page that takes more than three seconds to load.

On the one hand, having the freedom to choose the best site for our needs is fantastic. On the other hand, if you're the one with a high bounce rate, that's not so fantastic. Your website must meet performance expectations to retain visitors, especially new visitors.

Conversions and Sales

Conversions, sales, and website performance are all closely related. It doesn't matter how you define a conversion; it affects visitor satisfaction, and happy visitors are more likely to download material, subscribe to an email list, or make a purchase.

This relationship is crucial because it connects the performance of your website to your bottom line. Small speed changes can mean the difference between conversion and bounce: Within the first three seconds, your conversion rate is likely to decrease by 4.42 percent for every second of load time:

As marketers are well aware, every conversion you lose is a convert earned by a competition – in this example, a competitor with a quicker website.

Mobile Experience

Smartphones are gradually but steadily taking over browsing. The number of smartphone users in the globe just topped three billion, and mobile internet browsing is now competitive with desktop browsing. A quick look at your website's stats can reveal a similar situation.

The rise of smartphones is the most significant shift in web design in the last decade. It's caused businesses to rethink how they create websites, with many now opting for a mobile-first approach that prioritizes small screens.

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However, mobile-first design encompasses more than just layout. Because mobile devices have less computational power than desktop computers, so the average web page takes 87 percent longer to load on mobile than on desktop.

However, this does not excuse poor performance: Even if they enjoy a business, half of the mobile consumers will use it less frequently if the site isn't mobile-friendly. Your mobile website must be lightweight for smaller devices over sluggish connections to serve this rising user base.

What is the purpose of Website Optimization?

The goals of a website will vary depending on the type of business, the target audience, and the desired action of that audience: purchasing something, filling out a form, or reading an article. Conversions, or the number of people taking a given activity, can signify a website visitor's desired action.

For example:

  • The conversion goal of website optimization for an online publication is to increase the number of articles visitors read.
  • An online store's website is designed to tempt customers to complete checkouts and make repeat purchases.
  • A website for an online software company is optimized to increase the number of visitors who sign up for (or convert to) a free product trial.
  • An insurance firm optimizes a website to acquire more prospective leads for insurance coverage sales.
  • To promote more donations, a fundraising effort optimizes its donation form.
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Top 8 essential Website Optimization elements

Depending on the business goal, website optimization may include testing:

  • The main message or subject line is related to the business value proposition.
  • Visual aids, such as photography or video, are used.
  • The length of the form, change the number of required fields, or the order of filling.
  • Highlight customer case studies that describe their success using your product or service.
  • The visual style, text, and button or call-to-action (CTA) link placement.
  • Organize navigation on the site.
  • Location of social sharing feature.
  • Appearance and organization of the website for mobile visitors.

How to Check Website Performance?

The first step in improving your website's speed is determining how fast it currently performs. Conducting an online speed test of your web pages is the easiest approach to achieve this.

You may paste the URL of any webpage into these free tests, and they will provide a summary of the page's performance. Many tests also offer an overall score that quantifies the page's overall performance and a breakdown of which parts contributed the most to fast or slow performance, allowing you to pinpoint the most severe issues for your site and accomplish some rapid performance wins.

A handful of these speed tests are listed below.

  • Stick to one tool because each one calculates your performance score differently. Comparing data from multiple instruments makes it easy to get a misleading sense of progress.
  • Run many tests to replicate performance when the speed testing tool caches and uncached your page. Because cached websites load faster than uncached websites, this could be why your website failed your first test.
  • A perfect score isn't required to be labeled high-performing; depending on the resources your page requires, it may not even be attainable. Aim for perfection as closely as you can.
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Top 3 Web Performance Monitoring Tools

The best Web Performance Monitoring Tools are listed below:

PageSpeed Insights

Google's PageSpeed Insights tool, another popular testing option for marketers, evaluates your website's performance on mobile and desktop platforms. It is powered by Lighthouse and delivers a total score from 0 to 100; a score of 80 or more is considered high-performing.

PageSpeed Insights is notoriously strict, holding websites to high-performance criteria. It also includes a detailed but easily accessible summary of key indicators, opportunities (such as page speed suggestions), and additional diagnostics that may be useful.


Google's PageSpeed Insights tool, another popular testing option for marketers, evaluates your website's performance on mobile and desktop platforms. Pingdom is powered by Lighthouse and delivers a total score from 0 to 100; a score of 80 or more is considered high-performing.

PageSpeed Insights is notoriously strict, holding websites to high-performance criteria. It also includes a detailed but easily accessible summary of key indicators, opportunities (such as page speed suggestions), and additional diagnostics that may be useful.


Another Lighthouse-powered alternative is the GTmetrix performance test, which provides an in-depth summary of performance as well as ideas for improvement. A helpful speed visualization (a timeline of screenshots noting each key load time event), a content waterfall, video recordings of its testing, and historical performance statistics for tracking gains over time are also included.

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Based on its aims, industry, and target audience, each website takes a different approach to design. On the other hand, regardless of specialization, service, or content, good website performance is a requirement for all websites. Slow loading times affect your audience's perception of your brand and their likelihood of making a purchase and referring you to a friend. A sluggish website hurts SEO and mobile visitors. And if your pages aren't working correctly, it affects every visitor.

In essence, website performance optimization entails making things faster, boosting the overall online presence, and building a website that people can trust.


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