WEBVTT

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Greetings I am A.J. the managing partner for W.P. faster and your instructor for this.

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The official W.P. faster WordPress speed optimization course so let's get right into it.

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Is your Wordpress Web site fast enough.

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Hold onto that thought as I will be returning to it.

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Most people with a website do have a basic awareness that their Web site ought not be slow.

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A smaller percentage understand that their web site should be fast and a smaller number still know that

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the fastest possible version of their web site is highly advantageous.

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But even amongst this latter group an in-depth understanding of the critical nature of web site speed

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is actually pretty rare.

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So just how important is the speed of your website.

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Well the facts here speak louder than any analogy metaphor or simile that I might conjure up for you.

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So let's just review a small sampling of those.

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Google is obsessed with speed.

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It might seem as if I'm being hyperbolic using the word obsessed but no this is the actual verbiage

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Google uses to describe their preoccupation with the speed of the Internet in general and the speed

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of your website in particular.

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Google is so obsessed in fact that not only do they rank faster Web sites better in their search results

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but Google itself offers a suite of optimization tools which can be installed on your server.

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The point to all of this of course being that Google is so committed to the fastest Internet the fastest

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Web sites and the best possible user experience that they literally give such things away and it really

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could be charging for these things and making even more obscenely gargantuan profits than they already

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do.

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You've probably also noticed things like Google's predictive search when you use their search engine

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whereas you type.

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Google is predicting what you are looking for and providing you with likely options in that drop down

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box from the Google search or Chrome browser search bar.

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Well you may not be aware of is that Google is actually preloading those options in the background so

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that when you click on one of them the navigation to the search result is lightning fast but why.

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What does all this fuss about what evidence is there really that speed matters this much.

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Well there's gobs of it.

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Google found that a 500 millisecond slowdown equaled 20 percent decrease in their ad revenue.

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That's massive when you calculate all those numbers.

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Millions and millions and millions of dollars in lost profit being found that 2 seconds slowdown down

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a 2.5 percent decrease in queries and overall clicks again huge.

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Amazon found that one hundred millisecond slow down one tenth of one second can mean a 1 percent decrease

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in their revenue.

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Yahoo.

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Found that a 400 millisecond improvement in load time translated to a 9 percent increase in traffic.

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Again that is massive.

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Mozilla mapped a 2.2 second improvement to 60 million additional Firefox downloads.

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A study released by Akamai in September of 2009 came to similar conclusions.

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Forty seven percent of Internet users expect a web page to load in two seconds or less.

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40 percent will abandon a web page that takes more than three seconds to load.

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52 percent of online shoppers claim that quick page loads are important for their loyalty to this site.

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So if you want them coming with you want them truly being your shopper your customer and yours exclusively

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you have to provide them with Fast User Experience.

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14 percent will start shopping at a different site of page loads or slow.

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23 percent will stop shopping or even walk away from their computer and that is devastating information

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because these people have cash in hand they're ready to give it to you for your product or service.

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And if you have a slow website they walk they literally walk away from their computer Sixty-Four you

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don't want to engage people with cash in hand ready to hand it to you for no other reason than your

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website is low.

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Sixty four percent of shoppers who are dissatisfied with their visit to your website will go somewhere

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else to shop next time.

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So even if you sell them on the first go round you might not get them on a second try.

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The Gomez peak time Internet usage study conducted by question research on 5300 consumers in February

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and February of 2010 also confirms the negative impact of poor performance at peak traffic times more

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than 75 percent of online consumers left for a competitor site rather than wait on the slogan 88 percent

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of online consumers are less likely to return to a site after a single slow experience one time.

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One chance to make a first impression.

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Almost half expressed a less positive perception of the entire company.

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After a single slow experience so this lends itself to the fact that speed

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displays credibility and believability in the web site more than a third of people will tell other people

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about a disappointing experience on a Web site.

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A slow web site will be identified as such and talked about as such and this is an irony that anyone

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who's worked on the internet for any length of time is all too familiar with and that is specifically

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that trying to get positive reviews deserved as they may be are very very difficult.

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Whereas if someone has something to complain about well they're going to complain and that's just the

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nature of the beast.

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There's nothing that can be done about it.

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There's not a workaround other than amping up the user experience making that as good as it can possibly

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be making the Web site your Web site as performant and as fast as it can possibly be.

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Now what to do.

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Note the age of this research.

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It's old in Internet years it's ancient.

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In fact people's expectations of an appetite for snappy user experiences have only increased in the

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interim.

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Indeed research of the story isn't really conducted any more not only real data.

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The reason is a simple one.

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Until and unless Web sites load instantly and there instantaneously interactive they can and should

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be faster.

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So let's get back to the first thing I asked you in the beginning of the lecture is your WordPress website

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fast enough.

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The answer is as I hope you've now deduced an unequivocal no.

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In fact this phrase fast enough quote unquote needs to be stricken from your understanding of web site

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performance.

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It simply does not exist relative to the facts.

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There is no such thing.

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Nor does does it exist relative to the reality.

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The optimization is a process not an event it's something it's not something rather that you do and

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is done.

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It is an ongoing and evolving thing both with technology and user expectations were clearly not there

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yet.

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But if the trajectory of things continues as it has been it will not be uncommon to hear said within

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the context of some future conversation about some future internet or another Web site failed to know

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what the user wanted prior to the user being aware of knowing it.

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And I'm not joking.

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Not even a little.

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That's where things are going.

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Line up to get your chip right.

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So how important is Web site speed.

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If benefits such as user or greater user engagement longer onsight times superior search engine positioning

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and more money matter to you.

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And I'm sure they do or you wouldn't be interested in this course.

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Then the answer to that question should now be self-evident.

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Speed is critical to the ultimate success or failure of your WordPress website.
