The Future Of The Web Performance Market: Growth And More Growth. You don’t often find small business owners talking about ‘web performance’. But if they’re in business to make money, rather than just show off a fancy website, they definitely should.
Web Performance describes how quickly a website’s pages can be downloaded from the internet and displayed on a user’s browser. How speedy this process is affects user experience and, as a result, directly affects website optimization.
A well-optimized web page is user-friendly and drives business.
If you want to increase your revenue, you need to understand what web performance is, whether you’re doing it right and how you can keep doing it right in the future. Understanding changes and trends in the web performance market is one of the best ways to stay ahead of your competition and keep your customers coming back to you time and time again.
What Exactly Is The Web Performance Market?
At one time or another, everyone has experienced the frustration of waiting for a web page to load. Sitting with increasing frustrating as a page buffers into oblivion, along with your intention to buy from that business.
The tools, analyses and applications that the web performance industry relies on exist precisely to protect your customers from this experience. Evidence shows, if a customer has to wait for more than just 2 seconds from click to view, there is a high chance that they’ll click-out and move on to another, probably better-performing link.
Not only does this lose you customers, it also increases your bounce rate and pogo-sticking stats, which will pull you down the search results quicker than you can say ‘ranking factor’.
Web performance tools determine whether key content is displayed when it should be, whether all the pages of the site load at an optimal rate and whether unexpected downtime can be reduced…or better, eliminated entirely.
With this in mind, it’s easy to see why this market is doing very well for itself. In fact, it’s predicted to be worth around $7.74 billion within the next 5 years. Since North America dominates the web, it’s not surprising it still accounts for the biggest market share. But Asia is rapidly catching up and is definitely the region to watch.
What’s Causing This Growth?
There are three key areas driving market growth and they’re relevant to every business, small-or-large. They are:
- An ongoing expansion of the eCommerce industry
- A move towards including rich media in web designs
- An increased need to produce mixed-media (videos and images) content in today’s digital marketing campaigns
Addressing Growth Trends
If you’ve checked your metrics and have noticed your site is falling fowl of the 2 second rule, there are steps you can take now to stay ahead of the game.
Up your website game
Your average shopper is pretty impatient. As many as 87% abandon their shopping carts at checkout during a page loading delay. You can address this issue by using a reliable webhosting provider, investing in a dedicated or VPS website hosting service and using a specific website builder that is designed for eCommerce sites or complex graphics.
Update your content strategy
More and more websites are using high-quality, large graphics and images on top of complex features like parallax scrollers. All of which massively increase the risk of a page slow-down. Businesses should avoid adding increasingly advanced features to aging websites. Instead, get a top web developer to professionally renew it, or better, have it completely remade.
To avoid your site being outpaced by its images, use compressed files and lower resolution images. Using smaller images for mobile versions of sites, rather than just scaling the ones you have on your desktop version, is also a good course of action.
Embrace off-site hosting
Off-site hosting for data-hungry content is another way to drive up page loading speeds. A page’s performance won’t suffer if it utilizes placeholders for videos, for example, then links to an external hosting source such as YouTube.
A Rising Industry
The web performance market is relentlessly on the rise and, as demands on websites are increasing at a phenomenal rate, the industry won’t be declining any time soon. However, staying ahead of the latest trends will keep you and your business on the road to success in today’s modern marketplace.