Improving Site Speed and Usability For Higher PPC Conversions

Why site speed matters for PPC 

User experience 

A fast-loading website is crucial for providing a positive user experience. According to Google, the probability of a bounce increases by 32% as page load time increases from one second to three seconds. Users are impatient, and if your site takes too long to load, they’re likely to leave before even engaging with your content. 

This goes for your SEO strategy too. Site speed and user experience are key ranking factors, so ensuring your website loads quickly will help you to get more out of this strategy. 

Quality score 

Google’s quality score directly impacts your PPC campaigns. Site speed is a component of the landing page experience which is one of the three main factors that determine your Quality Score. A higher Quality Score can lead to lower cost-per-clicks (CPCs) and better ad placements. 

Mobile performance 

With the increasing use of mobile devices, ensuring your site loads quickly on smartphones and tablets is more important than ever. Mobile users are particularly sensitive to load times, and a slow site can deter them from converting. Again, mobile performance is another key ranking factor when it comes to SEO. 

Actionable tips to improve site speed 

1. Optimise images 

Large, uncompressed images are a common culprit of slow websites. Use tools such as TinyPNG or ImageOptim to compress images without losing quality. Additionally, consider using modern image formats such as WebP, which offer better compression than traditional formats like JPEG and PNG. 

2. Leverage browser caching 

Browser caching stores parts of your website in a visitor’s browser, allowing faster load times on subsequent visits. Configure your server to set appropriate cache expiration headers for static assets like images, CSS, and Javascript files. 

3. Minimise HTTP requests 

Each element on your page (images, scripts, stylesheets) requires an HTTP request. Reduce the number of requests by combining CSS and Javascript files, using CSS sprites for icons, and eliminating unnecessary plugins and widgets. 

4. Use a content delivery network (CDN) 

A CDN distributes your website’s content across multiple servers worldwide, reducing the distance data must travel to reach users. This can significantly speed up load times, especially for international visitors. 

5. Enable compression 

Enabling Gzip compression on your server can drastically reduce the size of your HTML, CSS, and Javascript files, speeding up load times. Most modern web servers support Gzip, and it’s relatively simple to enable. 

6. Optimise CSS and Javascript 

Minify your CSS and Javascript files by removing unnecessary characters (spaces, commas, etc.) to reduce file sizes. Tools like UglifyJS and CSSNano can automate this process. Additionally, load Javascript asynchronously to prevent it from blocking the rendering of your page. 

Enhancing usability for better conversions

1. Simplify navigation 

A clear, intuitive navigation structure helps users find what they’re looking for quickly. Use descriptive labels, limit the number of menu items, and ensure your navigation is consistent across all pages. 

2. Mobile-friendly design 

With more users browsing on mobile devices, a responsive design is essential. Ensure your website adapts seamlessly to different screen sizes, with touch-friendly buttons and easy-to-read text. 

3. Clear call-to-actions (CTAs) 

Your CTAs should be prominently displayed and easy to understand. Use action-oriented language (e.g., “Buy Now”, “Sign Up Today”) and ensure they stand out visually from the rest of your content. 

4. Improve readability 

Break up large blocks of text with headings, bullet points, and images to make your content more digestible. Use a legible font size and high-contrast colour scheme to enhance readability. 

5. Test and optimise 

Regularly test your website’s usability with tools such as Hotjar. Gather data on user behaviour, identify pain points, and make iterative improvements to enhance the user experience. 

Key takeaways 

Improving your site speed and usability is a surefire way to boost your PPC conversions and maximise your digital marketing budget. By implementing the tips outlined in this blog, you’ll provide a better user experience, enhance your Quality Score, and ultimately drive more successful PPC campaigns. 

Request a free digital marketing audit today to learn more about how we can support you with your PPC campaigns. 

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