In a digital age where internet users expect to receive the information they want at the click of a mouse, it has never been more important for modern e-commerce businesses to get web speed right.
Ultimately, a site which offers non-dynamic content or a dire page-loading speed – or worse, a combination of the two – is a sure-fire way to accelerate a firm’s customer exit rate and deplete their bottom line.
Yet, dynamic content is often synonymous with speed reduction and longer load times, so what can organisations do to avoid this double-edged e-sword?
Wait, what is dynamic content?
In simple terms, dynamic content comprises elements of a webpage which are constantly changing and evolving as users interact with the site.
This can include comments, videos, motion graphics, product recommendations, blog posts and newsletter sign-up forms etc.
Essentially, it is content which contains some level of personalisation or changes due to a specific user action.
And compared with its static counterpart, this kind of content is strongly associated with more impressive website performance and user engagement.
And what does site speed actually mean?
Page speed is the time it takes for all media, style sheets and scripts to successfully download to your browser and display on your website’s landing page.
This is measured from the moment a user clicks a live link to the point that all of the page’s resources have been rendered.
Ok, so what’s the issue?
The main problem for businesses is that dynamic, engaging content is now considered a hygiene factor for successful e-commerce sites. That’s because online shoppers like to feel excited and interested by the webpages they visit, and sometimes static content alone just doesn’t achieve this.
However, whilst all-singing, all-dancing content is a winning recipe for customer acquisition, it must also load quickly and efficiently if there’s any chance of retaining customers’ interest.
Speed sells, there’s no denying that. But, complications arise because all modern browsers have a limit on the number of resources that can be downloaded at the same time, and the loading period of most dynamic content unsurprisingly takes longer.
How fast is fast enough?
The recommended average time for a webpage to load is 2-3 seconds. So, one that takes 4 seconds or more heavily increases the risk of a page bounce.
With this in mind, organisations should consider implementing a speed optimisation strategy which isn’t going to drain loading time. This means revising existing page content to ensure that it’s fully optimised in terms of compressed media, correct image sizes and caching rules, as well as plug-ins which work with – not against – a website’s existing page components.
What’s the impact on customers?
In a throw-away society where shoppers are accustomed to overconsumption and immediacy, digital content with any form of delay will simply turn customers off.
So, the irony is that dynamic content that is there to engage customers and not deter them, will actually lead to high bounce rates and fewer page views per session if it isn’t executed correctly.
As a result, conversion rate and revenue may suffer. It may even affect SERP performance too, as modern algorithms often penalise sites with sluggish load times.
Does Boostify’s dynamic content slow my page down?
The short and simple answer to this is no.
At Boostify, we’re passionate about solutions which maintain rather than drain website performance, so our platform and its suite of widgets are designed to work harmoniously with your site.
So, how do we do this? Well, all our online tools load asynchronously – they get ready ‘in the background’ – meaning they shouldn’t block the rest of your content from loading.
There’s no doubt that optimising site speed is one of the most reliable return-on-investment methods, not to mention an effective way to nurture customer satisfaction.
So why not supercharge your conversion strategy quickly and easily with Boostify?