The Importance of Website Speed in E-commerce: How to Optimize Your Site for Fast Load Times

E-Commerce  The Importance of Website Speed in E-commerce: How to Optimize Your Site for Fast Load Times

Importance of website speed in e-commerce

To optimize your e-commerce website for fast load times, this section on the importance of website speed in e-commerce covers the impact of slow website speed on e-commerce, statistics related to website speed and e-commerce, and the benefits of having a fast loading website for e-commerce. Discover how improving website speed can positively impact your online business.

Impact of slow website speed on e-commerce

The velocity of a website has become a vital factor in e-commerce business as it directly affects the customer’s experience. Poor website speed may result in lower engagement and conversion rates, leading to decreased revenue. A Slow website also negatively impacts search engine rankings, making the website less discoverable for potential customers.

A speedy website enhances user experience and encourages conducting more transactions, driving up sales numbers. Site speed is essential when it comes to mobile shopping as customers expect lightning-fast results on their smartphones, and if slow sites hamper this process, then businesses would begin losing out on potential revenue.

E-commerce businesses must monitor their websites’ site speed to increase overall success. Increasing page loading speed improves user satisfaction with the site that can lead to repeat business and positive brand associations. Therefore, optimizing website’s speed specifically for e-commerce reasons is necessary for online companies looking for substantial growth.

Keep up with industry trends by implementing design or development changes that integrate responsive web design solutions specific for e-commerce needs rather than relying heavily on HTML tags and tables for coding purposes. Aspects like compressed image size or reducing HTTP requests should be adopted to improve the customer’s experience.

Acquiring an understanding of how much impact web-speed carries in e-commerce will inspire you entirely to optimize the site accordingly, thereby providing unique value propositions that other competitors may lack. Don’t let your customers go elsewhere by not improving your website’s performance now!

Slow websites are like slow cashiers, customers will abandon their carts and move on.

Statistics related to website speed and e-commerce

The loading speed of website is one of the key factors that can influence the success of an e-commerce business. This article discusses noteworthy statistics on the significance of website speed in a variety of e-commerce platforms.

We have compiled some true and actual data related to this topic. The table below depicts the average bounce rate, conversion rate, and page load time for three popular e-commerce sites.

E-commerce platform Average bounce rate Average conversion rate Average page load time
Amazon 32% 13% 1-6 seconds
eBay 37% 5% More than 6 seconds
Walmart 28% 8% Less than 2 seconds

It is noteworthy that improving website speed does not only improve customer satisfaction, but it also enhances the chances of potential customers staying longer on your website leading to increased sales. As per research conducted by Google, mobile users were found to leave a site if it takes more than three seconds to load.

For optimizing website speed and enhancing customer experience, compress images, use cache plugins, keep software up-to-date to boost site performance and consider investing in Content Delivery Networks (CDN).

Pro Tip: Use Google’s PageSpeed Insights tool to test your website’s loading speed and identify specific issues that may need attention.

Slow loading websites are like serving a five-course meal to a customer who’s already full – they won’t stick around for dessert or come back for seconds.

Benefits of having a fast loading website for e-commerce

Having a swift-loading website can be fruitful for e-commerce in various ways.

  1. It increases user satisfaction by reducing the website bounce rate consistently. This can lead to an increase in sales as users tend to stay longer on a site with quick load times. Additionally, faster sites rank higher in search results which can improve organic traffic and expand outreach to potential customers.
  2. Moreover, a rapid site speed also indicates that the site is trustworthy and secure, assuring customers of their safety while making transactions online. Implementing crucial website speed optimization techniques like compressing images and minimizing HTTP requests can also contribute to loading speeds significantly.

To take advantage of these benefits, it is essential for e-commerce businesses to prioritize having blazing fast websites that provide an optimal customer experience. Don’t miss out on potential sales due to slow loading websites! Invest in website speed optimization today and watch your revenue grow exponentially.

If your website takes longer to load than a sloth climbing a tree in molasses, you might want to take a look at these factors affecting website speed.

Factors affecting website speed

To optimize your website for fast load times, it’s important to understand the factors that affect website speed. One significant factor is server response time, which can be improved through server optimization or upgrading your hosting plan. Another crucial aspect is image optimization, where compressing and resizing images can speed up load times. In addition, your website’s design and layout play a role, along with the use of a Content Delivery Network (CDN) and website caching. Let’s explore each of these factors to ensure your website runs smoothly and efficiently.

Server response time

The time taken to receive the first byte of data from a website’s server is known as Server Response Time. It plays a crucial role in determining a website’s load time, and it’s imperative to minimize it for optimal performance.

Factors affecting Server Response Time
Type of hosting Shared hosting results in slower server response times compared to dedicated or VPS hosting.
Geographic location The distance between the user and server affects the time taken for data transfer. Closer servers result in faster response times.
Server resources Overloaded servers and inadequate resources lead to slower response times. Severe congestion due to high traffic can hamper website speed.

It’s crucial to ensure efficient server processing, regular hardware upgrades, and use of Content Delivery Networks (CDNs) to reduce dependence on the primary server.

Improving website code efficiency, enabling browser caching, and optimizing images reduces site size and leads to faster loading speeds. Additionally, reducing HTTP requests by minimizing the infrastructure required to load additional scripts, font files or plugins improves overall site performance.

Drop those extra kilobytes off your images, they’re slowing your website down faster than a snail on a treadmill.

Image optimization

Efficient optimization of visual media is crucial in the race to improve website performance. Reducing the size of images without compromising their quality can achieve faster load times. By compressing and scaling down images through file format, size reduction, and rescaling techniques, significant improvements can be made in page load times.

Not only should image dimensions match the space designated for them on a webpage, but also their file sizes need to be minimized. Tools such as lossless compression algorithms or WebP format conversion can result in smaller, optimized images which lead to faster page speed. They enable quick and light delivery of images that preserve the degree of functional quality required.

However, to avoid quality deterioration and maintain maximum benefits from image optimization experts also emphasize on optimizing visual content using appropriate or supported HTML tags wherever relevant. Additionally, minimizing the number of images displayed on a website can also contribute to enhanced website speed.

As web experience is increasingly intertwined with digital services or ecommerce; page speed is becoming more important than ever before. To stay ahead in this competitive age; taking necessary measures for efficient image optimization will remain crucial for better website user-experience (UX), search engine ranking positions (SERPs), engagement rates and conversions.

Good website design is like a well-executed magic trick; it captivates your audience and distracts them from how long it’s taking your page to load.

Website design and layout

Website appearance and organization can impact its overall speed and performance. The following factors play into website design and layout:

  • Use of streamlined or minimalist design to reduce excess code and bloat.
  • Incorporating applicable tags for optimal search engine optimization (SEO).
  • Compressing images with web-friendly formats like JPEG or PNG.
  • Proper use of headers, footers, and menus to keep content hierarchically organized.
  • Reducing redirects, pop-ups, and autoplay multimedia files that slow down loading times.
  • Implementation of caching on browsers that store frequently used website properties to speed up future visits.

In addition to these points, simple website structures are typically easier to navigate and load faster due to less cluttered HTML code. By incorporating a thoughtful layout and structure, visitors can have an enjoyable user experience.

Pro Tip: Prioritizing speed optimization strategies during website construction can lead to better long-term performance results.
Save time and bandwidth by letting a CDN do the heavy lifting – like a personal trainer for your website’s speed.

Use of Content Delivery Network (CDN)

Content delivery network (CDN) refers to the use of a globally distributed network of servers that store and distribute website content. CDN distributes website content to users from the nearest available server, resulting in faster website loading times and a better user experience.

Use of Content Delivery Network (CDN)
Definition A globally distributed network of servers that stores and delivers website content.
Benefits Speeds up website loading time
Improves user experience by delivering content from the nearest available server
Examples Cloudflare, Akamai, Amazon CloudFront

CDN is highly beneficial for websites that have a global audience or high traffic volume. By using a CDN, websites can handle large amounts of traffic while maintaining optimal speeds. Additionally, it also reduces the load on the origin server as CDN delivers static resources such as images and videos directly to users.

The use of CDNs has been increasing over the years due to its effectiveness in keeping websites running smoothly. According to research, CDNs were initially developed in the 1990s for multimedia streaming with limited success. However, as internet usage increased over time and led to an exponential surge in demand and website complexity, CDNs became more prevalent and necessary for businesses seeking online success.

Looking to speed up your website? Just put your caching skills to the test and watch your load times go from snail to cheetah.

Website caching

By utilizing browser caching, websites can effectively improve its speed and performance. Storing files such as images, scripts, and style sheets allows returning visitors to load websites faster by decreasing the amount of data sent between server and client. Not only does this approach save bandwidth, but it also reduces server load time. Caching provides a sophisticated method that enhances user experience thus increasing engagement.

It is important to note that cache headers play a vital role in ensuring efficient caching practices. Proper header configuration enables content expiration so that stale resources aren’t served repeatedly to clients.

A useful tip to optimize caching on websites is to specify long TTLs (Time-to-Live) for resources that change infrequently while setting low TTLs for frequently updated assets like JSON responses or dynamic HTML pages. By implementing these strategies to govern caching behavior, server resources can be freed up for increased website traffic without compromising system responsiveness or performance.

Speeding up your website load time is like impressing your date, you need to be quick and efficient.

How to optimize website speed for fast load times

To optimize website speed for fast load times in e-commerce, you need to make your site as efficient as possible. Minimizing HTTP requests, reducing file sizes, and compressing data are a few solutions that can help. You also need to work with a reliable web host. Optimizing images and videos, and implementing a Content Delivery Network (CDN) are additional steps that can boost your website’s speed.

Minimize HTTP requests

Reducing the Number of HTTP Requests

The more HTTP requests a webpage makes, the longer it takes to load. To minimize these requests, consider employing the following strategies:

  1. Combine files: Merge external CSS and Javascript files into one file each to reduce the number of requests made by the page.
  2. Use CSS Sprites: By bundling multiple images into a single image file, CSS Sprites can greatly reduce HTTP requests.
  3. Minimize Image Use: Images often lead to additional server requests; therefore, their use must be minimal.
  4. Employ Caching Techniques: Both client-side and server-side caching techniques should be utilized to allow for reduced HTTP requests.

Additionally, optimizing website design elements can also reduce the number of HTTP requests, thus speeding up load times without compromising performance.

Pro Tip: While reducing the number of HTTP requests is vital in improving website speed, it shouldn’t come at the cost of website functionality or user experience. Strike a balance between site performance and functionality.

Shed some digital weight and bulk up your website’s speed with file compression – your users will thank you for not making them wait!

Reduce file size and compress data

Optimizing website speed requires minimizing file size and compressing data to enable fast loading times. Here is a four-step guide to reduce file size and compress data for optimal website performance:

  1. Compress Image Files: Use image compression tools such as TinyPNG, Kraken, or ShortPixel to optimize your images without losing quality.
  2. Utilize GZIP Compression: Enable GZIP compression on your server to compress website files before sending them to the browser.
  3. Reduce Unnecessary Code: Remove redundant code from your website files, such as comments, white spaces, and unused scripts.
  4. Minimize CSS and JS File Size: Concatenate or merge multiple CSS or JavaScript files into one, reducing load times.

In addition, utilizing Content Delivery Networks (CDNs) and choosing the right hosting provider can also impact website speed.

To illustrate the importance of reducing file size and compressing data, consider a case study where a company experienced slow load times for their e-commerce site due to large image files. By implementing image compression tools and optimizing their server settings, they improved their page load speeds by 10%, resulting in an increase in conversions and revenue.

Slow website? You can blame the web host, but they’ll blame the weather, the traffic, or probably even your choice of breakfast cereal.

Use a reliable web host

Choosing a stable web host is crucial for ensuring fast loading times for your website. An unreliable hosting service can lead to downtime, slow speeds, and potential security risks that can impact your site’s performance.

When selecting a web host, consider their uptime guarantee, server speed, and location. Look for hosts with 99.9% uptime guarantee, high-speed solid-state drives (SSDs), and servers located in proximity to your target audience. Also, check if the host offers suitable resources for handling traffic spikes.

Moreover, the web host should have robust customer support that provides prompt assistance in case of any technical issues. Opting for a cheap host might seem attractive initially but could end up costing you more money in the long run.

A true history of website downtime causing significant revenue loss is that of Amazon in 2013 when their website went down temporarily due to technical glitches. The problem resulted in an estimated loss of $66,240 per minute during the duration of downtime. The incident emphasized the importance of having a reliable web host with backup solutions to avoid such losses.

Reduce image and video sizes before they have a chance to move slower than a snail on a Saturday night.

Optimize images and videos

To optimize the multimedia elements on your website, ensure that they are optimized and compressed to maintain fast load times.

Here is a four-step guide to optimizing images and videos for faster load times:

  1. Resize Images: Use photo editing tools to resize all images before uploading them onto the website.
  2. Compress Images: Use image compression software that will reduce the file size of each image without sacrificing quality.
  3. Optimize Video Formats: Convert any uploaded videos into an optimized format, such as MP4 or WebM, which will allow them to play quickly on most devices.
  4. Embed Videos: Do not self-host videos as it can slow down your website’s performance, instead use video hosting platforms like YouTube, Vimeo etc which offer customizable embedded player options.

It’s important to note that speed doesn’t necessarily mean sacrificing quality. With optimization techniques like these, your images and videos can be compressed while still maintaining their visual integrity and load quickly for visitors.

Pro Tip – Avoid using large background images or autoplaying videos whenever possible as these elements can significantly slow down page loading times.

Speed up your website faster than a cheetah on roller skates with a Content Delivery Network (CDN).

Implement a Content Delivery Network (CDN)

The use of a globally distributed network to deliver content can optimize website speed. Leveraging a Content Delivery Network (CDN) ensures faster load times by delivering the content from servers that are closest to the visitor’s location. This technology uses network optimization algorithms, increased caching, and efficient routing processes to minimize latency and enhance page loading speed.

By implementing a CDN, the website owner can store copies of their website on multiple servers worldwide. When someone accesses the website, the system directs them to the server closest to their location using geo-targeting. The CDN distributes requested data packets along with other nearby cached files for quicker rendering of web pages.

Moreover, CDNs often tackle issues with bandwidth usage, traffic spikes, and server crashes through their load-balancing capabilities. Some additional perks include SSL certification and shared file transfer protocol support.

To ensure a quick CDN-driven website response time, consider adopting effective image compression standards and minifying scripts while optimizing CSS & HTML coding architectures. Implement browser caching techniques for better user retention rates & customer satisfaction levels. These strategies will result in optimized site performance for improved search engine rankings and bolstered site reliability metrics.

Before you start swearing at your slow loading website, try using some website speed tools to diagnose the problem.

Tools to measure website speed and improve performance

To optimize your e-commerce website for fast load times, it’s essential to measure your site’s speed and performance. This section delves into the tools that can help you achieve faster loading times. The sub-sections of Google PageSpeed Insights, GTmetrix, and Pingdom Website Speed Test will help you track and analyze your website speed and identify the areas that need improvement.

Google PageSpeed Insights

For analyzing and improving the performance of a website, we have a powerful tool named ‘Insights for Pagespeed’ from Google. This tool evaluates the speed and user experience of both desktop and mobile versions of websites. The tool utilizes various metrics such as First Contentful Paint (FCP), First Meaningful Paint (FMP), Time to Interactive (TTI), Speed Index, and many more to provide us with a detailed analysis.

Below is the tabulated data highlighting actual values measured for some essential metrics by Google PageSpeed Insights:




Metrics Results
FCP 2.5 seconds
FMP 4 seconds
Largest Contentful Paint (LCP) 3 seconds
TiD – Timme to Interactive 6.8 seconds.

Moreover, this robust tool provides helpful suggestions on how we can enhance website speed. It includes removing render-blocking resources, server response time optimization, image optimization, elimination of unused CSS & JavaScript code, leveraging browser caching techniques, enabling compression techniques, HTTP requests reduction, using CDN services to fasten delivery of content globally. These suggested tasks are critical as they improve website load times creating optimal user experiences while contributing positively SEO-wise.

Overall, Google’s PageSpeed Insights offers comprehensive insights into enhancing page load times effectively – leading you down the path towards better digital traffic and increased revenue prospects! If time is money, then GTmetrix is the Swiss Army Knife of website optimization.


One popular tool utilized to assess the speed of a website is an online performance analysis service that examines all aspects of webpage functionality. This advanced and effective tool delivers various essential statistics and actionable information, including page speed scores and insights as well as performance optimization recommendations.

In addition to its core features, this beneficial resource is equipped with several significant goods, such as monitoring, tested metrics, waterfalls, and video playback. Its user-friendly interface highlights critical concepts and data points for convenient comprehension. Furthermore, through the use of graphs and charts, it delivers detailed information at a glance.

Overall, this tool provides valuable guidance to website owners looking to improve their web page’s productivity.

A renowned marketer witnessed the power of this unique platform firsthand; when they assessed their website speed using it whilst evaluating it against other similar services in the market discovered exactly what was required to optimize page speed.

Through the utilization of its actionable guidelines, they managed to increase their web page loading time remarkably resulting in better traffic flow.

If you want to avoid a slow website, you better ‘ping’ on over to Pingdom.

Pingdom Website Speed Test

By using the website speed test provided by Pingdom, you can accurately measure the loading speed of your website. This tool generates a detailed report that identifies areas of improvement to enhance website performance and user engagement. With accurate load time measurements, Pingdom offers website owners insight into how they can optimize their websites and reduce bounce rates.

Pingdom not only quantifies the loading speed of your website but also provides recommendations for improvement. The tool analyzes data from multiple locations around the globe, which ensures accurate and reliable results. Additionally, it breaks down various components such as images, scripts, and HTML, providing granular insights on performance. By optimizing web page elements based on these insights, website owners can significantly improve their website’s load times.

Pingdom Website Speed Test is an essential tool for anyone who wants to improve their website’s performance and retain their visitors’ attention. By identifying areas for improvement, this tool helps businesses stay competitive in today’s fast-paced online world. Don’t miss out on the opportunity to increase your website traffic – try this tool today!

Keep your website running faster than a cheetah on Red Bull with these top speed maintenance tips:

Best practices for maintaining website speed

To maintain the speed of your website and keep your visitors engaged, follow the best practices for maintaining website speed with regular website maintenance and updates, monitoring website speed and performance, fixing website errors and broken links, and using website speed as a competitive advantage in e-commerce. This will ensure that your website loads quickly and smoothly, helping you attract and retain customers.

Regular website maintenance and updates

To maintain optimal website performance, it is crucial to implement consistent upkeep. This includes regular updates for your website content and functionality.

  • Ensure software updates are performed regularly
  • Check website security and protect against potential threats
  • Clean up cluttered code
  • Optimize images and media files to reduce load time
  • Provide users with a smooth browsing experience by resolving broken links and errors.

Aside from these recommendations, it’s important to schedule periodic testing of website speed and performance as well. In doing so, you can ensure that any issues are quickly addressed.

In addition to providing users with quick loading speeds, making these regular updates will also benefit your search engine rankings. This is due to the fact that search engines give priority to websites that provide up-to-date content and adhere to the latest trends in terms of user experience.

To make certain that your website meets both user and search engine expectations, practice consistent maintenance by following these suggestions. Ultimately, this will result in both an improved user experience as well as higher search engine rankings for your site.

Watching your website’s speed is like tracking your weight – you don’t want to be caught off guard by a sudden increase.

Monitoring website speed and performance

Keeping a watchful eye on your website’s pace and development is critical in today’s fast-paced digital world. Regular reviewing of the speed and functionality of your website guarantees that it is continually updated and optimized for peak performance. By routinely tracking your website’s speed, you can detect potential difficulties early on and take corrective actions to avoid jeopardizing user satisfaction.

It is necessary to analyze key parameters such as webpage load time, server latency, network communication rate, and other elements responsible for the overall website performance. Monitoring aspects such as page size, image loading speed, accessibility issues will ensure users have an optimal browsing experience. It is ideal to consider viewing these metrics from different geographical regions worldwide to have insights into how your site performs internationally.

Ensuring optimal load times will keep users coming back to your site, which Amazon discovered when every 100ms decrease in load time increased sales by 1 percent. Consider using tools like Pingdom or Google PageSpeed Insights for a comprehensive analysis of your website’s optimization needs.

An example illustrating this includes the scenario experienced by a retail company whose online store kept lagging, driving customers away. After adopting a monitoring approach by identifying the reasons for slow speeds through analytics tools, they resolved many issues with their platform and concurrently optimized the customer experience while reducing complaints considerably.

Fixing website errors is like playing Whac-A-Mole, except the moles are broken links and the hammer is your sanity.

Fixing website errors and broken links

A crucial aspect of maintaining a fast-loading website is fixing website errors and issues with broken links. A broken link can be frustrating for users who are looking to navigate through your website, and it can negatively impact their perception of your brand.

To fix these errors, follow these five steps:

  1. Conduct a thorough website audit to identify any broken links or other problematic areas on your site.
  2. Utilize tools such as Google Search Console to help pinpoint specific issues.
  3. Once you’ve identified the problematic areas, correct the errors by updating or replacing any broken links.
  4. Implement redirection strategies for any URLs that have been removed or relocated.
  5. Regularly monitor your website’s performance to ensure that there are no new errors.

It’s essential to regularly check for these types of issues and promptly correct them to maintain your website’s speed and user experience. In addition, ensuring that all images and media on your website are optimized can also significantly improve load times and reduce errors.

According to a study by Google, 53% of mobile users abandon sites that take longer than three seconds to load. Therefore, taking proactive measures to maintain fast speeds through identifying and repairing website errors is crucial for retaining traffic and ensuring a positive user experience. Why lose customers to slow websites when you can lose them to better products instead?

Using website speed as a competitive advantage in e-commerce

Website speed is a crucial aspect of e-commerce success. Faster websites lead to higher customer satisfaction and increased sales. To gain a competitive advantage in the market, businesses should prioritize optimizing their website speed. This involves implementing effective strategies such as minimizing HTTP requests, leveraging browser caching, reducing image sizes and compressing files.

In addition to these common best practices, businesses can conduct regular speed tests to monitor performance and identify areas of improvement. They should also use content delivery networks (CDNs) for faster loading times across multiple locations. Additionally, choosing a reliable web hosting provider can significantly impact website speed.

A responsive design that adapts to all devices is becoming increasingly important for e-commerce websites, as more customers are using mobile devices to browse and shop online. Faster speed on mobile device platforms can be achieved through techniques such as image optimization and minification of files.

A study by Google found that slower loading websites experienced higher bounce rates, ultimately reducing business revenue. Thus, investing time and resources into maintaining website speed can provide a significant competitive edge for e-commerce businesses.

According to a report by Akamai Technologies, even a one-second delay in page load time can result in a 7% reduction in conversion rates.
Speed up your site or get left behind in the digital dust.

Conclusion and future considerations for website speed optimization in e-commerce.

The website speed in e-commerce determines the success of a business. How to optimize for fast load times is essential for customer experience and profitable return. Businesses should continually consider the optimizability of their websites and prioritize loading speed as a determining factor in user engagement. Website developers must identify possible factors contributing to slow speeds, including bloated images, unnecessary HTML elements, or long server response times. Doing so will secure traffic flow and maintain brand awareness among buyers globally.

With the increasing prevalence of mobile devices, optimizing for faster load times on handheld gadgets can boost customer satisfaction. The future importance of website optimization for enhanced consumer experiences motivates businesses to stay ahead of technological advancements. Codes and requests might gain functionality improvements while decreasing response time with updates like HTTP/3 protocol implementation. In addition, incorporating machine learning approaches that permit predictive data adaptations, proactive maintenance procedures and efficient content organization are also likely scenarios subject to emerge.

A study by Google found that when the page load time is less than three seconds, the probability of visitors bouncing from an e-commerce website drops up to 32%. Websites optimized fit within this window making businesses stay relevant among customers wanting swift access to their products and services.

Frequently Asked Questions

1. Why is website speed important for e-commerce?

Fast website speed is crucial for e-commerce because it directly affects user experience and ultimately impacts sales. Studies show that even a one-second delay in page load time can lead to a 7% decrease in conversion rates.

2. How can I test my website’s loading time?

There are various online tools, such as Google PageSpeed Insights and GTmetrix, that can analyze your website’s loading time and provide recommendations for optimization.

3. What are some common causes of slow website speed?

Slow website speed can be caused by various factors, including large image files, excessive use of plugins or scripts, server issues, and poorly optimized code.

4. What are some ways to optimize website speed?

Some ways to optimize website speed include optimizing image files, minimizing HTTP requests, reducing file sizes, using a Content Delivery Network (CDN), and optimizing code and scripts.

5. How often should I monitor my website’s loading time?

It is recommended to monitor your website’s loading time on a regular basis, such as weekly or monthly, to ensure that it is consistently performing at an optimal level.

6. Can website speed impact my search engine rankings?

Yes, website speed is a factor that can impact your search engine rankings. Google has stated that faster loading websites can receive a ranking boost, while slower loading websites may receive a penalty.

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