Background
Our client, a leading Australian aged care company, was facing significant challenges with their website’s performance. Their WordPress-based site, which serves as a crucial tool for family members and prospective residents to explore aged care options, was suffering from extremely slow load times. On average, the website took around 10 seconds to load, with instances where the load time stretched to a frustrating 20 seconds. This slow performance was affecting user experience, increasing bounce rates, affecting their SEO rankings and potentially costing the client valuable leads.
The Challenge
In the competitive aged care industry, first impressions matter. A slow website can deter potential residents and their families from engaging further. Our primary objective was to optimize the website’s performance, reducing the load time to under 3 seconds which we think is the gold standard for most visual websites. This improvement was crucial for enhancing user experience, reducing bounce rates, and ultimately, increasing conversions.
Our Approach
To address the website’s performance issues, we took a comprehensive approach to optimization:
- Audit and Analysis: We started by conducting a thorough audit of the WordPress website to identify the root causes of the slow load times. This audit included analyzing server response times, reviewing the theme and plugin configurations, and checking for any unnecessary scripts or large media files.
- Server Optimization: We setup a WordPress optimised data center in Sydney and ensured that the server was optimized for WordPress performance. This involved upgrading the PHP version, implementing caching solutions, and enabling compression.
- Minimizing and Deferring Scripts: We optimized the loading of JavaScript and CSS files by minimizing and deferring them. This step was crucial in reducing the number of HTTP requests and improving the render speed of the pages.
- Image Optimization: Large, unoptimized images were one of the key factors contributing to the slow load times. We compressed and resized images across the website, and implemented lazy loading to ensure images were only loaded as they entered the viewport.
- Database Optimization: The WordPress database had accumulated a significant amount of redundant data over time. We cleaned up the database, removing unnecessary entries and optimizing the tables for faster query response times.
- Plugin Management: We evaluated all active plugins and removed any that were unnecessary or causing performance issues. For essential plugins, we ensured they were up-to-date and configured optimally.
The Results
After implementing these optimization strategies, the website’s load time dramatically improved from an average of 10-20 seconds to consistently under 2 seconds. This improvement resulted in:
- Reduced Bounce Rates: The faster load times significantly reduced the bounce rate, as users were now able to access information quickly and efficiently.
- Enhanced User Experience: The overall user experience was greatly improved, with smoother navigation and faster page transitions.
- Increased Engagement: With a faster website, the client saw an increase in the average session duration and a higher number of page views per session.
- Improved Conversion Rates: The optimized site performance led to a noticeable increase in form submissions and inquiries, translating to more potential residents engaging with the aged care provider.
By optimizing the WordPress website’s speed, we helped our Australian aged care client overcome a critical performance issue that was hindering their online presence. The results speak for themselves, with substantial improvements in user experience, engagement, and conversion rates. This success story demonstrates our commitment to delivering effective, results-driven solutions for our clients.
Website speed improvement
Website speed is crucial for any business in today’s digital landscape. A fast-loading website not only enhances user experience but also directly impacts your bottom line by reducing bounce rates, increasing customer engagement, and improving conversion rates. Slow websites frustrate visitors, leading to lost opportunities and decreased sales. At NetON, we specialize in optimizing website performance by employing advanced techniques such as server optimization, efficient coding practices, and strategic content delivery methods. Our tailored solutions ensure your site loads quickly and efficiently, providing a seamless experience for your users and ultimately driving more revenue for your business. Let NetON help you boost your website speed and, in turn, boost your profitability.