In today’s ever-changing digital landscape, website speed has become more than a technical factor – it’s a critical business asset that radiantWEB values highly.
For businesses and agencies using WordPress, site loading speed can significantly influence customer engagement and directly affect revenue.
Whether you’re managing multiple client websites, operating an e-commerce store, or maintaining your brand’s online presence, a fast website keeps visitors engaged, enhances SEO rankings, and increases conversions.
This article explores why optimising WordPress speed is not only about technical performance but a strategic choice for businesses aiming to grow and expand their online reach.
Understanding website speed and its impact on user experience
Website speed refers to how quickly a web page loads and becomes usable for visitors as anyone using the internet has had varied experiences. PageSpeed Insights provides both simulated (lab) data and historical real-world (field) data about a webpage and reports the mobile and desktop performance.
This is measured through several key metrics:
- Page Load Time: The total duration for a page to load and display all its content.
- Time to First Byte (TTFB): The time it takes for the browser to receive the first byte of data from the server.
- First Contentful Paint (FCP): The time it takes for the first visible content to render on the screen.
- Largest Contentful Paint (LCP): The time required for the largest visible element (such as an image or text block) to load and appear on the screen.
- Time to Interactive (TTI): The time until a page becomes fully interactive, with all elements functioning and responsive to user actions.
- First Input Delay (FID): The time it takes for the page to respond to the first user interaction, like a click or tap.
What users expect when it comes to website speed
Today’s users are more impatient than ever. According to Google/SOASTA Research in 2017, the probability of bounce increases by 32% as page load time goes from one second to three seconds. This can lead to missed conversion opportunities, lost sales, and a negative brand perception especially in the ecommerce / WooCommerce realm.
The biggest issues we see on the web today occur during page load. Therefore, initially focusing on improving a site’s first user interaction will have the greatest impact on improving the overall interactivity of the web.
The link between website speed and business revenue
Website speed impacts every facet of your online business, from your Google rankings to the likelihood of visitors completing a purchase. It’s more than just making a strong first impression — it’s about delivering a seamless experience that keeps users engaged and motivates them to take action.
Given the above, a large majority of average internet users would have googled a local ecommerce store to browse or purchase a product, and then waited an agonisingly long time while loading from page to page or clicking on a desired product. So in many cases, the default for the disgruntled end user was to go elsewhere.
-
Conversion rates: Conversion rate optimisation (CRO) is closely tied to website loading speed. The conversion rate, which measures the percentage of visitors who complete desired actions like making a purchase or submitting a form, is highly influenced by how quickly a site loads. Faster load times encourage visitors to stay and engage, while delays are discouraging and can drive them away.
Research suggests that even slight increases in loading time can cause significant drops in conversion rates. In fact, radiantWEB's own analysis revealed that for every second a website loads faster, conversion rates improve by 17%. Conversely, slow-loading websites often lead to higher bounce rates, putting your conversions at risk. -
SEO and organic traffic: Search engines prioritise directing users to relevant, high-quality pages. When evaluating a website's technical performance and user interactions, page speed plays a critical role. Websites that fail to retain visitors shortly after they arrive are likely to drop in search rankings, losing out to competitors that provide smoother and more engaging user experiences.
Factors like irrelevant content, excessive pop-ups, poor mobile optimisation, and slow loading times often drive users away, harming both user satisfaction and SEO performance. Since page speed is a confirmed ranking factor for Google, it's clear that slow-loading websites not only frustrate users but also damage their search engine visibility. - Customer retention: When users have a positive experience on your site, they are more likely to return. Fast load times encourage repeat visits and build user loyalty, which is essential for long-term retention. Slow-loading pages often result in higher bounce rates, as users are more likely to leave a site that takes too long to load. In contrast, faster page speeds enhance user satisfaction, encouraging visitors to stay longer, engage with more content, and return in the future.
Summary
We’ve discussed how enhancing your WordPress site’s speed can have a profound effect on your business’s revenue — a critical factor for success in any industry.
If your business is genuine, delivers valuable content, and provides top-notch service, the key to boosting revenue lies in achieving proper visibility and offering a smooth user experience. By optimising your site’s performance, radiantWEB can create an environment where visitors stay engaged, take action, and return, driving sustained growth for your business.
About the Author
Matthew Murdoch is a Senior Developer at radiantWEB with over a decade of experience in WordPress Development and Digital Marketing.