optimise your website

You can have a website with a very modern design , adaptable to mobile , optimized for SEO or content of great value for your visitors, but if your website is slow, all the above will not be of any use, the user will leave without having seen the great design before or read any of your impressive content.

Website performance can affect usability and conversion. According to KISSmetrics , 40% of visitors to a website will leave it if it takes more than 3 seconds to load. 54% are likely to tell their friends that they have had a bad time on your slow website.

The Performance of the website is affected by three possible bottlenecks:

  • Server – the speed of the server where the website is hosted
  • Transmission – the time necessary for the page’s data to reach the browser
  • Presentation (Rendering) – the time it takes the browser to display the data that has been received from the server

Of these three, the transmission is where you can easily make a difference. The culprits of the bottlenecks in a slow slow data transmission are almost always the following:

  • Images – Larger images will slow down the transmission speed
  • JavaScript – the “scripts” that make the website work can slow down the transmission
  • CSS – CSS sheets that are heavy or misspelled will also affect the transmission

The last two depend on the quality of the code they contain, which in turn depends on the capacity of the developer. If the developer does not understand these issues, chances are you do not have a fast upload code.

Optimization of Images

You can make a big difference in loading or transmission speed if you simply optimize your images.

The use of large images, even 300 KB in weight, will slow loading time dramatically. For example, let’s see the following picture “JPG”, which is originally 2400px (pixels) by 2600px and 3 MB. Let’s start the optimization process.

First, I modified the image size up to 500px x 500px. In that size the image now weighs 333 KB …

100% quality in 500px x 500px, 333 KB

100% quality in 500px x 500px, 333 KB

Now, I am breaking the rule of not placing photos without optimization in an article. But, it’s important for you to notice the difference. You can drastically reduce the file size of an image by optimizing it.

There are a lot of free online tools to optimize your images. In MassWeb you can access our image optimization tool .

Now let’s see the change when using 80% quality …

Optimized image - 80% quality - 158 KB

Optimized image – 80% quality – 158 KB

That’s a big difference in file size, just over half! Do you see any difference in quality? I do not. It can be carried even further (and it is necessary).

Here is the same image optimized with a quality of 60% …

Optimized image - 60% quality - 92 KB

Optimized image – 60% quality – 92 KB

Just under half the size of quality 80. Do you notice any difference in quality? I still do not notice it.

And here is 30% quality …

Optimized image - 30% quality - 49 KB

Optimized image – 30% quality – 49 KB

You can hardly see any loss of quality, but it is minimal. And with a quality of 30% we have reduced the size of the image almost in half, again.

49 KB is almost 15% of the cropped image (first photo above) and much smaller than the original 3 MG image. It is a jump from 3000 KB to 49 KB (1.6% of the original). This means a great saving in terms of data transmission.

Do you see the importance of optimizing your images? In theory, a page with 30% quality images will be 61 times faster than an original 3 MG image. If you realize the difference, Google too!

Google, with the various updates to its algorithm, is making it clear that the importance of website performance is no secret.

Now you can be thinking: “Well, I only use WordPress to edit my images, so I’m fine.” Do not worry! The images that you edit in WordPress are still loaded in full size. WordPress simply tells the browser to load the image in a reduced pixel size.

Therefore, optimization before uploading an image on your website makes a big difference.

Additional tips Performance


There are other ways to improve the performance of a website. We already mentioned the server, the place where your files are hosted. Make sure your website is hosted by a quality provider .

You could also consider obtaining your own virtual server. A shared server means that your website shares resources with other sites.

The speed on that server is at the mercy of the worst web page that hosts. Thus, your website could be super optimized, but if you share resources with a website of low quality and optimization, it will be detrimental to the performance of your server.

Not all shared servers are bad. The best thing is to use a hosting where someone can help you get the most out of your server. If you need recommendations, you can ask us about it.


A sure way to know if your site is optimized is to try it. Whether you have a website made or not in WordPress, you can check the speed of your site using the Google speed tool .

You also have other tools that allow you to analyze the performance of your website, such as the following …

  • Pingdom Tools
  • GTMetrix
  • WebPageTest

You can then send this information to your developer to start an optimization plan.

These tools will offer you valuable information. They will show results for both mobile and desktop devices, the current way in which Google is differentiating websites in its ranking. The terminology they use may be somewhat technical, but you can review this information with your developer to determine, for example:

  • The impact of the findings – are they important enough to make changes?
  • The optimization plan – if the results justify a change, what is the plan? Costs?
  • Is it a solution or a replacement? Does it make sense to optimize your current site or would it be better to develop a new website?

And so we could go on and on, since there are a lot of changes you can do to improve the performance of the website. But, if you focus on these three, you should see a big difference:

  • Optimize your images
  • Host the website on a virtual dedicated server with a quality hosting provider
  • Evaluate and correct the problems in your case

Do not forget that speed is important. This will capture, maintain and convert more visitors.

Author: Sandeep Shinde