Optimizing the performance of a website in a few steps

Loading time plays an essential role in conversion and search engine positioning. Indeed, with billions of websites on the Internet and a huge number of people offering the same services, people no longer have time to wait. If your site takes too long to display, they will go to the competitor. In this article, we explain the impact of loading time and how to optimize performance of your website.

A little research from Think with Google

According to a study by Think with Google on mobile devices, your bounce rate could go up to 106% if the loading time is over 6s. In other words, you may not be able to attract customers using mobile or tablet devices.

Bounce rate is the percentage of users who come to your website and leave without clicking to another page. This does not necessarily mean that the user has not ordered or filled out a form. In most cases, that means they didn’t want to stay on the site. Alternatively, he might have found the solution to his problem on the first page.

Load time

Image Credit: Think with Google

Some tips to improve the loading time of your website

There are many ways to improve the loading time of a website. The easiest approach will be to analyze your pages and understand what you need to improve. Various online tools like GTmetrix and Google PageSpeed Insights can help you achieve this goal.

How to use online tools to analyze page speed?

The way of using online tools is almost similar:

  • Visit the platform. Example — GTmetrix
  • Enter its URL
  • Click Analyze

In each case, you will receive a report with recommendations on how to improve. Some of these tools will give you the option to download the report for proper analysis.

Common settings to check to improve your loading time

If you use the online tools, you will usually get recommendations like the one we provide below

  • Properly resize your images for mobile devices. It is not necessary to use an image with a size of 2000 px * 2000 px on mobile devices.
  • If you use JPG and PNG on your platform, it will be better to use PNG for logos and places where you want to keep the predominant background color. While JPG will be better for other images on the website. The reason is that JPG is generally less dense than PNG.
  • Additionally, you can minify your CSS and JS files. CSS and JavaScript can have a huge impact on the speed of your website. To reduce the effect, you can compress as many of these files as possible. If you are using Content Management Systems (CMS) such as WordPress, I will recommend using FAST VELOCITY MINIFY In case you are using Magento , there is an admin setting you can use to compress your files.
  • Avoid using too many extensions on your website. Although they can help you add more functionality, they have a performance impact. An alternative might be to do some custom programming for some of your site’s features.
  • Check server speed or specs

Some tools you can use to improve your loading time

It is not easy to always analyze all the pages of our website. To avoid errors, you can use some existing tools to continuously analyze your loading time. Some of these tools are:

  • GTmetrix – This tool is a powerful tool for analyzing your website’s performance. It will be. For example, tell you which images to optimize or which function you need to adjust
  • prositweb.ca/seo – This will help you analyze and solve your SEO issues instantly. This includes recommendations on loading time.
  • Smush – (for WordPress users). This plugin will help you optimize and resize your images.

How to optimize the performance of a website?

Optimizing the performance of a website is a mandatory capability for any developer. You have just designed or put your website online. Hey! You have a strange feeling that your pages are loading slowly. If you are in this situation, then there is a good chance that the performance of your website is not optimized.

Indeed, performance factors such as the weight and speed of a web page are very often neglected by budding webmasters, and even sometimes by professionals. However, if the ergonomics and the design of your web pages form the beautiful bodywork that appeals to your visitors, the performance of your site will be the driving force that will make their experience pleasant.

Why optimize the performance of a website.

Do you get angry when the phone company puts you on hold? Do you feel this disinterest when the page you want to consult is not displayed in full? In both of these situations you are prone to what is called a bad user experience . Nowadays, internet users are more and more impatient. They hope that the web page they visit provides the information they are requesting the instant they click. You will never receive congratulations if your site is performing so well that it reacts to the thoughts of your visitors, on the other hand you will always have negative feedback if the pages of your site load slowly.

The user experience is therefore a point that promotes both interest in your content and the loyalty of Internet users. This mainly depends on three factors:

  • The ease of handling elements of web pages by the browser
  • The time it takes for elements to load on a page
  • The display speed of a page (according to statistics a display delay of more than three seconds would be strongly discouraged).

You understand then that the user experience is quite poor on unoptimized websites. In addition, Google likes websites that are considered slow less and less. A performance optimization will thus favor the SEO referencing of your website.

How to optimize the performance of a website?

We may have started our words with a serious tone, but rest assured! There are many methods to make a website more efficient. For example, we recommend a few steps you can take to improve the performance of your website.

1- Choose a high-performance web host

You will absolutely have to choose a web host, whether you decide to create or migrate a website. The choice and qualification of a “good” host very often depends on several criteria. Most of the time, the type of project and the financing of the project determine this choice. Learn about the different packages that different servers offer, with a particular interest in the technical details. You can, for example, check the availability of servers and their connection speeds. Your goal will be to find an offer offering good management of the performance of your site, while remaining within your budget. Be aware that a host does not earn its reputation in an innocuous way, and that your site hosted on a shared hosting offer will not have the same performance as on a dedicated hosting offer.

2- Minimize the weight of the resources present in your web pages

The weight of the resources (images, videos, codes, etc.) greatly influence the loading speed of your web pages. For example, you can compress images and videos (keeping an acceptable resolution) to optimize them for the web. Also think of the “embed” function that some social networks offer. This function allows you to store your videos instead on the social network and to lighten your filing cabinet at your host. Prioritize content to load while minimizing your code, HTTP requests, and redirects.

3 – Install and correctly configure a caching module

During his visit to your website, an Internet user is called upon to consult various pages. He often even visits the same page several times. Consequently, the elements of the page are reloaded by the host to respond to the visitor’s requests during his various consultations. The wait for a response from the host in this case is a factor that can influence the speed of your site. A cache module installed and above all correctly configured on your site will temporarily save the elements of a page viewed on the visitor’s hard drive. Thus, these elements will load faster when the page is requested again and you will obtain an improvement in the loading speed of your web pages.
If you are using a content management system like WordPress, you will easily find an extension for cache management. In the event that you have instead entrusted the development of your site to a professional agency, there is a good chance that the agency has already integrated a cache module into the website during its construction.

4- Use a performance analysis tool

There are a number of free and paid tools that can help you track your website’s performance. Google offers, for example, two tools, PageSpeed Insights and Web.dev, for optimizing the performance of websites. They offer several services, ranging from diagnosis to improving the user experience and then SEO.


With the facilities offered by technology, Internet users are becoming more and more rigorous. Attracting and retaining them is no longer just about offering attractive content, but also about enriching their experience. You will have to optimize your site to make it more competitive, but also more visible. The steps we have just suggested are a good start to improving the performance of your site. As a final tip, we suggest you don’t hesitate to entrust your site to professionals for performance improvement, if your budget allows it of course.

You can Contact us to help you make your site more efficient.

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