(maybe title should be more like 'Making your site faster')
Slower than expected site load speeds negatively affect user experience. Especially on mobile devices where fast sites that don't use up too much precious data are taken for granted these days. For eCommerce websites, sluggishness can cost potential customers, conversions and ROI. There may also be other effects. For example, results for both organic and paid ad searches now take page load speed into consideration.
If you have tested your site with a tool such as PageSpeed or WebPageTest, the report would have come back with a list of issues and suggestions for optimisation. In a nutshell, most involve ways to decrease file size, storage space use, and the amount of information that the server needs to send to each user.
Specifically for your Customer Self Service eCommerce Platform website, there are several variables that can make a difference to how fast your site loads. We have broken them up into these:
Some optimisation strategies are in your control. Others may require consultation to implement.
If you run a page of your site through a page speed tool, it is likely that at or near the top of the suggestion list are things like reduce unused JavaScript and CSS or 'Eliminate Render-blocking Resources'.
This critical factor typically means take a look at the CSS and especially JavaScript resources added to the page. First though, such coding is part and parcel of how web content is created. Web page styling and functionality would not be the same without them. Especially dynamic and interactive content. However, bear in mind that each CSS and JavaScript request has to be processed by your users' browsers or the server before a page will load fully. When a browser normally finds CSS or JavaScript <script> tags, it will stop loading HTML until the scripts have been parsed, compiled and executed. And having to Do this multiple times slows down the overall page render time.
And even even if the JavaScript is not render-blocking, it competes for bandwidth with other resources while it's downloading, which has significant performance implications. Sending unused code over the network is also wasteful for mobile users who don't have unlimited data plans.
So one of the most beneficial things you can do is to ensure your styles and (especially) scripts follow page load efficiency practices and utilise the tools the Customer Self Service eCommerce Platform has to help achieve this.
Think about the content especially images (and other rich media) on your pages, especially on key pages such as the home page and SEO landing pages. We file sizes to be kept to 250kb for desktop/tablet and 50kb for mobile. TIP - The home page should be priority since it is usually the first page for users and SEO search results. Find out what others are SEO landing pages on your site. Here is an article with useful tips.
Ensure Lazy Loading is enabled. The Lazy Loading feature ensures that the loading of non-critical files are delayed until they are scrolled into view (on screen or what is called 'above the fold').
Here's an example of how lazy loading works. Suppose your home page has a slider campaign. Only one slide is viewable on your user's screen. With lazy loading enabled, an image file will not be loaded until the slide is in view. This allows non-critical files to be delayed until needed.
If your site uses third party plugins and addons such as marketing and tracking software and scripts, test that they are not adversely affecting page load speeds.
There's quite a bit your eCommerce team can do to help increase page load speeds. Keep monitoring, testing and optimising! If you require further assistance than this, book a Professional Services consultation to assess your site and implement additional measures.