How to update website content for better performance

By Matt Tilling, Head of Marketing and Performance at Reckless
3-4 minute read

3 signs it’s time to update your website content and how to fix them

High bounce rates

In 2023 eCommerce websites are expected to account for 22.3% of all retail sales, so your online shop must be performing well to keep up and succeed. If visitors are leaving after viewing just one page (high bounce rates), they’re not engaged enough to stick around. Content and design matters, so update your website to look visually pleasing, modern and relevant. Add interactive elements and ensure it’s responsive and intuitive on all devices. Remember high bounce rates negatively impact SEO, so do everything you can to keep users on site for longer.

Slow page load times

The highest eCommerce conversion rates happen on pages that load in 0-2 seconds. Compare your site speed using tools like Google PageSpeed Insights and if it’s slow, identify the causes so you can make improvements. 

Start with your hosting provider and decide whether they’ve actually got the capacity to manage your site and performance effectively. If they haven’t, it’s time to look elsewhere. If you manage your website yourself, optimise and compress images, reduce redirects and cache your pages. This will make your website faster so users enjoy the experience, rather than getting annoyed and leaving because it’s slow. Every second counts! 

Low conversion rates

Driving traffic is important, but converting users into loyal customers is what matters. Use analytics and heat mapping software to identify where users are dropping-off and why shopping baskets are being abandoned. Then, you can update website content accordingly, whether that’s streamlining your checkout process so it doesn’t take as long or improving the navigation and call to actions so customers don’t get lost. 

Review your actual product or service offering as well – are price points too high? Do you offer discounts or new customer offers? Can users search, filter and customise what they’re buying? By personalising their experience, and giving them a reason to stay, there’s a higher chance they’ll buy from you.

These are just a few initial warnings signs that it might be time to update your website. If you’d like to find out if your website’s performing and how to improve it please get in touch. We’re an eCommerce digital agency based in Liverpool and Chester, here to help and answer any questions you have. website performance metrics