How CTS Enterprise Web Hosting Solutions Improves Web Conversion

How CTS Enterprise Web Hosting Solutions Improves Web Conversion

A prominent, supplier of petroleum products in the Sacramento area, approaches CTS to develop a more engaging, informative and innovative website to optimize traffic and conversion rate optimization.

Digital Marketing Case Study Summary

Through an initial site audit, the CTS Website Development and Digital Marketing team quickly identified an enhancement to the website that would provide an immediate benefit to the audience. Our team proposed and implemented the migration of the website from a shared web hosting service to an enterprise hosting solution offered by CTS. Within one month's time, the migration to an enterprise hosting solution resulted in the following;

  • load time has been reduced by over 4 seconds.
  • server response time, "first-byte" has been cut down by about 70%.
  • Visitor Loss on a mobile device has been reduced by 32%.
  • number of users increased by 6 %.
  • number of sessions up almost 15%.
  • page views up 30%.

Identifying a Root Issue and Providing a Solution

In our discussion with the client they communicated to us their goals of improving the user experience of their website and increasing their customer lead generation. When we looked at their company website we noticed a few key issues that were affected the user experience of their website and causing them to loss potential customers.

One of the primary issues the client was experiencing was poor overall website speed. The client was using GoDaddy for their hosting causing them to have less than ideal website speed. Business's with slower website speed are more likely to see a drop in their website rank on (SERPS), experience higher user bounce rates and less overall user traffic.

Why you should consider changing your hosting provider?

When it comes to web hosting low-cost can equate to poor web performance. Before revealing the results of migrating our client's hosting - let's first provide you with a little context on what hosting options are available.

There are four main types of hosting: shared hosting, virtual private servers, dedicated servers, and managed hosting providers. If you're running a WordPress site a managed hosting provider, like WP engine, provides web optimization that results in a better user experience and the greater likelihood of conversion.

In fact, WP engine was created specifically with WordPress sites in mind and as a result is better equipped to handle the application nuances that are specific to WordPress. A managed hosting provider, like that of the enterprise hosting solution offered by CTS, reduces the likelihood of down time associated with a server "crash" and does a better job of maintaining your website speed compared to shared hosting.

How CTS can increase the speed of your website and increase your traffic

Website speed is directly related to how fast your web pages load. As web users, we have all experienced the spinning hourglass or upload bar graphic as we wait for a website to load. Like many of you, patience runs thins and the viewer closes the browser window in frustration. For the business owner, that frustration could equate to lost sales and lost client referrals. Our theory was, that by migrating the site from GoDaddy to the WP Enterprise Hosting solution the client would see an increase in traffic that stays on the site as well as increase the duration of the visit.

Theory Evolves into Empirical Results

The impact of migrating the site to a CTS dedicated server, resulted in the following:

  • Load time has been reduced by over 4 seconds
  • First byte (server response) has been cut down by about 70%
  • Mobile estimated Visitor Loss has been reduced by 32%
  • Number of users increased by 6 %
  • Number of sessions up almost 15%
  • Page views up 30%

How much of a difference did changing the client's hosting provider make?

After migrating our client's website from GoDaddy to WP engine, performance tests were conducted to provide a baseline for a variety of website speed variables:

  • Load time - The time it takes a page to load before you can start interacting with the webpage.
  • First to byte- The time it takes your browser to receive the first byte of a response from a web server when you request a URL.
  • Start to render- The time it takes the first non-white content to be visible to the browser display from the start of the initial navigation.
  • Speed Index- Metric representing how quickly the page rendered the user visible content.

The results found from the webpage performance test we conducted through webpagetest.org and testmysite.thinkwithgoogle.com, for the mobile testing, are summarized in the following graphs:

Webpage performance test results

Graph 1

Migrating from GoDaddy to WP engine
website speed results summary:

  • Load time has been reduced by over 4 seconds
  • First byte (server response) has been cut down by about 70%
  • Start to render has been reduced by almost 50%
  • Index score has improved by almost 50%

Mobile Testing Result

Graph - Graphs that show Load Time Visitor Loss

Migrating from GoDaddy to WP engine mobile website speed results summary:

  • Load time has been reduced by 3 seconds
  • Estimated Visitor Loss has been reduced by 32%

When looking at the data after running the performance test on the client's website it is clear to see that their overall website speed increased after migrating their hosting to WP engine. This increase in overall speed is a direct result from the decrease in the load time, first to byte and start render time of the client's website.

How the speed of your website impacts your business?

Google recently announced that websites with slower speeds, particularly mobile viewing speeds, could notice a dip in their rankings as a result of what Google is calling the "Speed Update".

Although websites with moderate speeds may not be affected by this recent update, this does not mean business can afford to neglect improving the speed of their website. Google has noticed that users' demands for fast results, no matter what they are searching for, has continued to grow as a priority. As users put greater emphasis into the speed at which websites deliver information, website speed will have a greater impact on how websites are ranked on (SERPs).

The impact website speed has on search engine rank position is supported by research conducted by Moz. In the study Moz conducted they found a direct correlation between first to byte time and search engine rank position. In addition to the research conducted by Moz both HubSpot and Skilled have case study data supporting that website speed affects website traffic, bounce rates and conversion rates. The case study data provided by HubSpot and Skilled reaffirms the data we found for our client showing that as their website speed increased their overall traffic also increased. This is shown in the graphs below comparing their website's traffic in a timespan of a month from this year compared to the same timespan from last year.

Graph - Audience Increase Based on User Sessions & Pageviews

The combination of increased website speed and increase in traffic are the first of the positive impacts that our client will experience throughout its partnership with CTS. Throughout the upcoming weeks CTS will continue to identify and implement structure and design improvements to further improve the positioning of our client in the digital marketplace. Find out how CTS can help improve your company's website or help you accomplish your next digital marketing project. Giving us a call or visiting our website today.

Do you want to improve the speed of your website and increase your user traffic?

Contact Capitol Tech Solutions to find out how we can start improving your business's Digital Marketing Today!

Contact Our Digital Marketing team today! (916) 443-5395