Why is my site so slow?

In fact, there are many answers to this question. Here are the most common ones that will help you find the best way to solve your problems:

  1. You are using a website builder. Alas, this approach always leads to the fact that the speed of the site will depend on the speed of the platform you have chosen (for example, Tilda). And you can never control it. The only thing you can do to increase the speed in such a case is: "compress" all the images on the site to a minimum size, reduce the number of graphics (the same images) on the site, check and possibly disable some or all of the software integration (including custom code, which can be implemented in many website builders). And if you want maximum speed is the main point - alas, the website builder is not for you.
  2. If you use a commercial CMS for the site (such as Wordpress or 1C Bitrix), then the situation is more complicated. First of all, check the CMS update and install the latest version. Conduct an audit of the layout of templates pages, maybe they are overloaded with graphical content, some images are not optimized, or the code itself is written incorrectly. Do not forget about fonts, if you use individual on the site, they can also be optimized. If speed is more important than the external gloss, sometimes you can abandon them altogether, using the standard. But always remember: it's favorable for speed, but can have a negative impact on the user experience (on the visual communication side). Also audit the CMS itself, because all the modules, integrations and other software solutions can affect the speed. Maybe the programmer made a mistake somewhere, or maybe one of the external integrations is not working properly (e.g., the callback widget). Speaking of advertising integrations. Remember that the more of these built into the site, the lower will be the load on the user. This is of course the absolute standard, but you should always look for the golden mean. Between marketing, common sense and the speed of the site. The results of this can be seen in some "news" portals, where advertising analytics in combination with an overabundance of various banners is extremely adverse effect on page loading.
  3. Do you have your own software solution? (completely self-written site with, perhaps, its own management system or SaaS). Then you can add an audit of the system itself to what is described in paragraph 2. Cross-platform optimization of your site (adaptation at the server side and front end for modern browsers). Sometimes proprietary technology lags behind current browser requirements, it can be solved by refining your system (site).

Another common feature for both a boxed CMS and a completely custom solution (points 2 and 3) can be called - hosting. The server configuration, the capabilities of your provider and the quality of hosting can also directly affect the performance of your site. Here it may be a problem in the wrong site uploaded to the server, and in not the best service provider. And the bottom line is that the latter depends very much on the technology you have chosen. For example, one and the same provider may have a perfectly working site on Wordpress, but a 1C Bitrix site will already show less performance. And on the other vice versa. True, this is rare these days, and it is revealed if you want to get the highest estimate for speed. This is not justified in all cases.

Always remember the golden mean. Site loading speed, it's not a panacea! There are many factors on the side: design, technology, content, marketing and others that also directly affect the user experience. That is, on how comfortable your site will be to use, how much time the user will spend on it and what potential it will all have for sales. In the pursuit of speed, you can, for example, botch the design, and it affects the credibility, and on refusals (closing the site in the first seconds of transition).

If very generalized, there are three approaches to creating websites:

  • Exclusive site - the one that gets users due to the visual range. It's primarily a webpage with complex animations and visual effects. For example, a landing page for a newly released blockbuster. Marketing such a site will be built on the "Wow-effect. This means that the speed will be in last place. The main thing - it's visual range (and as you know, the more complex graphics, the longer the site will be loaded).
  • Standard site - most sites on the Internet fall into this category. Such a site or landing page will build marketing based on a balance of different tools. That is, it will have a beautiful visual range (design), but without excessive frills and not overloaded graphics. Sophisticated structure will work together with the right texts (copywriting). And the speed may not be the maximum possible, but at the average level of modern sites. For example, most online stores or corporate sites can be attributed to just this category.
  • Functional site - most often such sites can be found when you use some online service, web application, or SaaS service. A good example would be an online movie theater, Google Docs interface, or Yandex.Disk. All such resources are designed primarily for functionality! That's why appearance is important, but it's in second place. And the speed in the first place, because nothing annoys the user so much as a sudden wait for access to a "simple" function. Just this type of site sacrifices a lot in order to achieve the highest possible speed in today's Internet connection conditions.

In order for your own resource to be a worthy representative in the online space, from the very beginning choose which of the above types it refers to. This will help you choose the right platform (designer, boxed CMS or its own solution), and adequately assess the priority of speed (in terms of marketing and business processes). Well, if you already have a site, and you're not satisfied with its speed, just do an audit, as I recommend above. It will definitely help.

Author: Ulyashenkov Sergey