It was the best of speeds, it was the worst of speeds.  Not a tale of two cities, but a tale of two websites.

One has been optimised for speed.  The owner sorted out a good, effective, efficient and fast server with all of the best support available.  The owner sorted out a designer who knew about good design, design that included the brand look and feel, design that included good navigation over desktop, tablet and mobile, design that included SEO compliant structure (speed, content & structure).

One has been done on a budget.  The owner went for the lowest priced hosting package around, the site worked and showed.  They went for a budget site built off a template without knowing fully how to optimise it, they just updated some images and text to give it a look and feel.  They applied no SEO techniques.  Overall, the site showed their product / business but it loaded slow and had a high bounce rate.

Both sites operated in a market place that had reasonable competition but it wasn’t crowded.  One site got visibility on the search results which led to sales and paid off the investment in the better hosting package and website design.  One site didn’t.  It was done on a budget, but without any serious attempt to get ahead of the competition – and that was what happened.

However, wherever you are on the spectrum there are measures you can put into place today.  Load speed ranks very high in Googles factors that it builds into it’s SERPs algorithm.  So if you need to get your site more effective, let us look at 5 factors you can implement today to get your site faster.

#1 – Optimise How You Are Seen On A Mobile

Mobile devices account for around 50% of internet traffic, in some countries websites were developed for mobile traffic only due to late internet infrastructure development; balance that off with the USA having around 40% of internet traffic being browsed on a mobile.

The numbers are vast, yet website designers start off with a design using a desktop view.  This is a starting point because visually you can get the site look, feel, navigation, structure and brand easier on a larger screen.  To then think the navigation and message work just as well on a mobile is an error.  Images, headers on image backgrounds, menu navigation, sidebars all look and respond differently.

Have a look at the following example from this site!

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#2 – Optimise Your Images

However your website is built, you need to examine your images.  Ensure your images are fit for purpose, don’t put a .png up where a .jpeg will do, as they tend to take up more loading time on a website page.  We have examined that the longer it takes a page to load, the higher the bounce rate and the lower the SEO score.  In addition we have found that sites that have fewer images tend to get a higher response rate from users by conversion.

Once you have selected the images that reflect what you want to say, run them through a compression site (there are several around).  You upload your image, it can compress them by 30-75% and the image loss is barely noticeable, but the files are much smaller.  You can see from this example below with a live test it was compressed by 77%.

Good images play a part in a visually attractive site that draws the eye of a user browsing, but just putting them up randomly to have as many banners, large images, background images can hit your page rankings on search engines.

#3 – Use Video Listings With Strategy

Video watching is hugely popular, it provides the visitor with a reason to stay longer on a page, this increases page engagement and ticks and SEO box.  It also, gives your visitor a reason to like your page, you are giving them an additional reason, visual moving feedback as opposed to the static text and images.  If it is a teaching/how-to video then that makes it better.

Now you can self host a video or have it hosted elsewhere, popularly on YouTube or Vimeo.  Self hosting a video gives you far greater security control if the video is intended to be limited in use (e.g. it may be a training video for a paid membership program); you can control who sees your video, put it behind a log in membership area or apply changes to the server .htaccess file (other options are available).

The problem with self hosting, it can increase your page load time and put a heavier strain on your traffic (some hosting packages limit how much ‘traffic’ you can have – a bit like a ‘data’ package with a mobile phone which can be exceeded and your data stops).

You can use YouTube and if you don’t want it to be found by people on YouTube, set it to ‘unlisted’.  It won’t be found by anyone searching on YouTube but you can embed it on your website.  That means when your page is loading, you are allowing YouTube servers to deal with the load.  Vimeo is another video hosting platform that works well and has free video listings as well a paid.  A disadvantage of YouTube (for your average small business) as when the video has finished playing, other options show of other views that may not be related or connected and user may start video browsing and not continue with your page!

TIP.  If you want to upload a video, to help decrease the video size and make loading faster and reduce bandwidth; put your video through a video compressor.  Handbrake is one app you may want to download and run your video through.

A final consideration is saving your video to an MP4 of WebM, most browsers will play them both.

#4 – Watch Out For Your Scripts & Files

Websites & their pages are made up of elements and these elements are generally HTML/PHP, CSS or JavaScript controlled.  Each time an element is loaded in the page, there is a HTTP request to the server to grab each element.  If your page has 40 elements to load, then there are 40 requests between the users browser and the hosting company.  If your page has 20 elements then only 20 requests are made.  If both page elements are similar then one site will be much slower than the other.  We have published in other articles that a site with less elements, will not only load faster (reducing the risk of the bounce rate), it also has a higher conversion rate (when you want an action (selling site, sign up page etc)).

If you want to see what and how many HTTP requests are being made from the page you are on, to the server,  you can use the Network Panel in Google Chrome to see what requests are being made.  Other browsers also have development tools of some capacity.

Aside from ‘designing’ your page(s) for speed, you can also look at combining scripts so less HTTP requests are being made.  If you don’t know how to do this, some WordPress plugins can do this, and some themes on WordPress have it built in.  You can see this screen shot from a theme performance panel, it has CSS compiling, JS (JavaScript) compiling and other options to help speed up your site/page loading time. This saves you on needing to get a plug in, which in itself adds extra pressure.

At the end of the day, test, test and test. Look at the Network Panel, turn some features and plugins on and off (activate/deactivate) and see what difference it makes to the number of requests.

#5 – Follow Page Size Guides

Ultimately you may have a specialist site, where your pages need to be heavy, your visitors don’t mind waiting a little (especially if it’s a private membership area, supplier ordering area), but there is a general principle

The average website page is around 2 MB but Google recommends having them around 500 KB, so have a look at the totality of the above, look at the guide sizes and see what is necessary and what is ‘dressing’. If you do have videos, look at hosting speed. If you do have heavy images (e.g. a single large image could be 2 MB, but compressed to far less), then look at considering a CDN (Content Delivery Network). If you want to read more, just look at our tags for CDN.

A good server with a fast delivery also helps. It comes down to some basics. Good hosting, good thought through design, keeping it simple, watching ‘elements’ and compressing what you can or having it sit somewhere else (CDN, YouTube). If you have any questions, you can use the contact form below.

Any questions you have about your site load time, please feel free to ask.

The post How To Speed Up Your Website Load Speed – 5 Tips For SEO Success appeared first on LifeTools Digital.

Click to call technology makes it far easier for customers to contact you, put this feature on your website and see your engagement grow!

What is it?  It is where you put your phone number, or a symbol of a phone, and when it is clicked it immediately calls your business number.  The number is integrated onto your website so when viewed from a phone it makes the link active.  If a user is on a mobile or tablet, it is best to have the number displayed as they may have a phone next to them and will use that to call you, but when they are on a mobile, it is much easier to respond by just clicking.

This click to call feature can also be placed on ads, posts and other places.  The technology is out there but not used by many, yet, the statistics shows it increases engagement and sales!  As well as increasing sales, you can gather data about the callers, why they are calling and a range of useful marketing information to improve your site design, sales and marketing strategies. 

So how do you integrate a click to call feature on your website?  How do you extract data from a click to call feature?  How can you show me it can improve my sales so I can implement it?

Easy – read on.

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How Do I Integrate It And Use It?

As mentioned above, the click to call technology is simply a button link (which can be a button or the phone number itself displayed) that allows customers to press and call you directly.  It only works with any device that is phone (e.g. mobile or VoiP); most will be on a mobile due to the ease of use.  A good web design will ensure a desktop design has a slightly different engagement point to encourage a customer to contact you differently (pick up a mobile to call, chat bot or contact from).

The technology can also be included, not just on a website, but anything that has HTML code, so email lists, review sites – anywhere you are able to put a code and not just raw text.

Having different numbers on different areas of your site (e.g. sales support to go to sales & technical support to go to the technical department) means you don’t need to route calls and the customer journey is user friendly, easy and connects to customer to the right person.  If you are a small business and work for yourself or have a small team and the phones are routed to a single person, it can allow them to be prepared in how they answer the phone and prepare to deal with a customer.  If is is just a single user with one number, it still increases the call response rates.

How Effective Are Click To Calls?

An American research company called Forrester Research found that click to call functionality increased ROI by an average of 143%.

The average conversion rate of a click to call is between 5 % and 25%

Those stats cover marketing campaigns, calls to enquire and those type of posts.  Standard sales enquiries, support and other matters also generate a higher response with the technology.  The following stats back this up.

For example, one study shows that 72% of mobile searchers are likely to click a “Book Now” link to book an appointment.

60% of car-buyers are likely to click a link to call about a sales enquiry and that 58% of travellers are likely to call regarding hotel information, facilities or nearby attractions.

It’s critical to know that people prefer talking to companies on the phone. Studies show that 65% of people prefer to contact a business via a phone whereas only 24% prefer to use a web form!

Data tells us that 18% of all calls result in abandonment or hang-ups where a long call wait or being put on hold occurs; so set up a call to click and keep your phone system efficient.

Some of the statistics come from here

Other Benefits From Click To Call

Loyalty

Customers who have a faster, smoother and streamlined process from seeing an ad, finding your site on a search and then clicking from a link on the first page they say are much more likely to:

• Use your service again
• Recommend you
• Respond to a post sale survey
• Like and share your social media account

That generally gets increased sales from an unintended consequence; for such a simple design feature.

Agency Sales

If you run any form of agency, consultancy or advisory to clients who have a website; you can run this as a training point by showing this article and gathering additional work for implementing the feature.

Research & Marketing

Any business that has sales from multiple points, locations, call to actions from different pages; then they can install tracking software also. This additional feature allows them to target page specific adverts, or organic traffic, to ‘speak’ to the people who are from areas that tend to respond more to your services. Through the use of Google Analytics & tags, you can also achieve this by tagging pages that are focused on targeting areas/demographics to increase your business effectiveness.

Conclusion on Click To Call

Any business who is not taking advantage of the technology around today is giving the advantage to their competition in both direct sales, user satisfaction and changes of recommendations.

The Click to Call for sole traders can be quickly and easily implemented at no great cost; thought needs to be given to the website design and responsive areas!  It’s not effective having a Click to Call in your footer only if your site has a high bounce rate!  It can be on a blog sidebar, top menu bar (not easily visible from a mobile), on a pop up page with a dynamic “Call Us Now” look and feel.

To find out more, simply click our site tags to visit other click to call articles, training and resources or use the contact form below to enquire how we can help you integrate this feature into your business and website.

Any questions you have about Click to Call, please feel free to ask.

The post Mobile Click To Call Function Drives Sales appeared first on LifeTools Digital.