Landing Page Guideline #10: Speeding Up Landing Page Load Time

ARTICLE SNIPPET - If your Landing Page Loads at Anything Slower than the Speed of Instant Gratification, you Run a Serious Risk of Losing your Customer

Most people arrive at a website and within less than 10 seconds can determine whether it's clean, professional and worth their time. Your landing page delivers the first impression. It's usually the most important page on your site. It needs to be a fast, effective messenger.

With a quick glance, visitors to your site should know exactly what your site is all about or what your business does. Determine what image and message you want the customer to "get" in those first few seconds, and design your landing page toward that objective. Anything that distracts from the central message or image you wish to project should be eliminated.

The Mequoda online marketing experts have developed 12 guidelines for optimizing landing pages that support getting the order. In this chapter of Creating Landing Pages that Sell, we take a close look at Guideline #10: Speeding Up Landing Page Load Time.

• The key to figuring out why your pages are loading slowly is to figure out why your code is slow, and then understand the things you can fix to make it faster.
• If your site is too heavy with graphics, try using an image compression software such as Ulead SmartSaver Pro or PhotoShop.
• Reduce the overall size of the initial HTML page. Fewer lines of code always load faster.
• Use a small, effective style sheet to reduce the redundant definitions of font, size, color, effects and other attributes of objects.
• Minimize interactions with the database. Try to resolve all database calls and simply display the data in HTML on the page.

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