The Supreme Art of Performance Optimization, a Complete Overview

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The Supreme Art of Performance Optimization, a Complete Overview

Visitors usually prefer websites with better graphics and interactive experiences rather than simple and plain websites layouts. However, addition of the graphic and interactive events, demands heavy coding structure. More code of CSS, JavaScript, user interface elements, etc. entails multiple entries between browser and server back and forth. The processing may be delayed, as the download may require several responses between the client and server. As a consequence of this, execution of the page content is slowed down, and it also adds up the costs of data for the viewer. Retrieval of resources over the network is both slow and expensive.

Poor website performance drastically impacts the online sales and usability of any e-commerce site. Obviously, who would like to wait for ages, for a website to display, when it is easier to browse the competitor sites with a single click.

[bctt tweet=”If a website takes more than 4 seconds to load, 40% of 1048 users will switch to other sites”]

(Source: Akamai study, published in September 2009).

“About 75% of the online user leave to visit the competitor site rather than wait.”

(Source: Gomez report published in 2010)

According to the Forrester’s The State of Retailing Online 2013, the website performance has direct relation with the conversion rate and has a substantial impact on the total revenue generation.

“About three quarter (74%) of mobile device users ran out of patience within 5 seconds.” (Source: Akamai).

[bctt tweet=”If the loading time is reduced from 8 to 2 seconds, it increases the convert rate by 74%.”]

Just website’s poor performance can cost internet retailers up to £1.73bn each year” (Source: QuBit ).

Moreover, a delay of just one second can penalized 11% loss of page traffic and 30% less than your actual earnings. (Source: Aberdeen group).

The response time for Amazon, is 2.85 seconds.

With a deferral of just one second can cause Amazon, loss of $1.6 billion in sales each year”

Google could lose 8 million searches per day, if the search results are displayed by delay of just four tenths of a second— implication will result in loss of many millions online adverts. (Source: Google)

This is not the end of sufferings, poor user experience will eventually show up in the Google search. Google has also included loading speed as a ranking factor. Therefore, it is becoming a crucial factor in search engine optimization (SEO).

 Know the speed performance of your e-commerce site

The acceptable loading time is >10 seconds for larger screens and >5 for mobile interfaces.  A research on the loading time of top 2,000 retailers’ websites showed that the average site now takes 7 seconds to load using Internet Explorer 9, Chrome is 7.5 seconds and Firefox 7 takes 7.15 seconds.

[bctt tweet=”The average response time of the 14 reputed internet retailers was approx 4.73 seconds”]

(Gomez: 2013).

There are a number of sites and tools are available, where you can know that loading speed of your site. Go the websites and enter the url of your website in the search box.

  1. Webpage Test 
  2. SelfSEO’s Website Speed Test 
  3. Web Page Analyzer 
  4. iWebTool’s Website Speed Test 

 Boost your e-commerce website’s performance:

Performance of the website will be increased, by making the layout simple. But the user wants to have fulfilling experience of the website without wasting his time. So the challenge is to boost the performance, without compromising the quality of the website.

These are few smart tricks to optimize the performance of your e-commerce site.

  1. Utilize the Google Developer’s Smart tool

Of all these tools, Google PageSpeed Insights is recommended because it compares your website on speed with competitors. Furthermore it pinpoints most of the issues and also offers relevant solutions. It also provides the speed analysis for the mobile screens, minor and major flaws are highlighted and are addressed separately. The great offer is that it does it for free and you don’t have to optimize images, CSS and JavaScript. You can download it from the Google page.


  1. Compress Images

When a website is made responsive to the mobile screens, the images must be resized. Reduce the size and format of images by adjust the resolution of images. Replace background images with colors. Choose the right type of format for your images, e-g., most of the times, colored images in .jpg format have less size than .png. Alternatively you can compress images to adjust in smaller screens and this also reduces their size drastically.

  1. Add Index in tables of Database

Add index to the tables of databases, as it will target the database to carry out its actions more specifically. This can reduced the time consumed for loading from 2-10 seconds to less than 1 second.

  1. Use Content Delivery Network (CDN):

If your site is being presented by a single server, at the time of high traffic it will take longer response time. People surfing from different locations will also have different loading time. Larger the distance from server, the greater will be the response time. Therefore, to avoid the traffic jams and undesired page load time, it is preferred to broadcast your website from different servers at different locations simultaneously.  This is done through the content delivery network (CDN). It has servers across the world, where multiple copies of your website are saved and accessible from nearby locations. Luckily, you can access these services free from Google’s PageSpeed Service.


Website’s performance optimization is crucial to enhance the sales, conversion rates, search engine optimization of any e-commerce website. One must keep in mind that with the availability of the faster internet speed 4G and 3G has revolutionized the website’s search. If the website takes too long to display than it will compromise the sales drastically.

Therefore, it is recommended to keep a check on the performance of your website.  

You are welcomed to acquire our services at suitable rates for website performance optimization, content conversion, etc.