Page speed basically means how fast a page loads. It isn’t measured based on on-site load. These two things are very different. Site speed is how fast the page opens on the web while page speed is how fast the contents of the page load. Page load speed affects the interest of the customer on your website. In this blog, we are going to see best ways to improve page speed using features available in our server. A study shows that if the page speed is less than 1 second then the bounce rate (customer leaving the website) is 7% reduction in yearly revenue. You can imagine it with the example of Amazon. 1-sec delay can cost Amazon 1.6billion sale reduction. So the faster the page load speed, the more the customer is happy and that reflects in more the conversion rate. And it ultimately reflects in revenue.

Nowadays Google has started to make a ranking list based on the page load speed. Which site has more page load speed appears at the top. The below image shows the research results of bounce rates.

improve page speed

So, if the page load speed is more then the customer conversion will be less. So it is inversely proportional to each other.

How page load speed is measured

Google has defined three metrics as Core Web Vitals as page speed measurements.
1) LCP(Largest Contentful Paint )- It measures loading performance
2) FID(First Input Delay)- Measures interactivity
3) CLS(Cumulative Layout Shift)- Measures visual page stability

Now it becomes very vital to understand how can we increase the page speed as it directly affects the business revenue. Below are some methods you can use for the user experience.

How to improve page speed

To improve page speed you need to work on various factors, below we are suggesting some methods to improve page speed of your website which is already existing in your server.

1. Use a better host for your website

Below are the three possible hosting types- There are three possible types of hosting:

i) Shared hosting: Shared hosting is the cheapest way and less time consuming to implement and have a good page speed. You share CPU, RAM, Disk space with other websites. It’s definitely cost-effective but it’s not as fast as VPS or dedicated servers. It’s mainly because sharing the server can get overloaded and it strains your page loading time. It’s suitable for small businesses.

ii) Virtual Private Servers (VPS hosting): It comes with a dedicated RAM, virtual CPU which only you have access to. It gives you a specific set of assets so that you have full control of them. It provides great speed.

iii) Dedicated server: It’s the most expensive way. In this case, you own your own physical server. It’s faster than VPS. Another solution will be to rent dedicated cloud resources from Microsoft Azure or AWS. Here you will be getting a dedicated server so only you will have access and full control of it. It can be called a “Hybrid Cloud” option. It also gives you benefits such as flexibility, security, high performance and total control.

2) Use a CDN (Content Delivery Network):

When a user experiences a delay in page loading, it is mainly due to the physical distance between the end-user and the host. The more the distance, the more the delay. CDN is a network built with multiple cache servers at a different location, known as Points Of Presence (POPs). This helps to reduce the distance and gives a better User experience.

improve page speed

There are other solutions for page speed which does not include server choice. Let’s discuss more them below

3) Reduce Redirections:

Too many redirects can make the page load slower. Sometimes redirects are necessary when you are moving from one domain to another. But if unnecessary redirects are avoided or the Top-Level domain is resolved to max one then it increases the page speed significantly.

4) Keep the images in optimized data size:

We all know how images play a significant role in website user experience. Especially for e-commerce websites. But having large size images may slow down the webpage experience. So instead of reducing the number of images and image quality, you can just reduce the image size.

5) Enable Website caching:

If there are a lot of users accessing the page at the same time, the servers work slowly. It needs more time to load the web page to each user. Caching enables the storing of your current version of the website and presenting it until it’s updated. This means that the web page doesn’t render repeatedly for each user. Due to this website doesn’t need to create requests each time for databases.

6) Minify JavaScript and CSS files:

If your website uses more javascript then it leads a user to identify as an individual HTTP request. Which ultimately slows down your page loading time. So try to group the CSS files and Javascript into one so that it will reduce the HTTP requests and will increase your page speed.

Some other important effective ways to improve pagespeed

1) Compressing Images

Images are most common contents on webpage for download. Compressing images helps to save bytes of disk and improve the performance. To find optimal image format and compressing strategy many analysis aspects need to be observe like, encoded data, format of image, quality and image resolution. GIF and PNG are most common and popular formats in compression activity. For motionless image PNG gives best compression format and quality. For video and animated pictures GIF format is suitable.

2) Cache Expire Policy

Webpage loading time is influenced by activity to save and use files repeatedly. Whenever user revisit the cache helps to reduce loading time. Browser caching technique helps to properly download CSS, HTML and JavaScript code. If  you see Cache Expire header is crashed,

You can fix through wordpress by adding cache control and headers. Use follwing code with Nginx and add in configuration file of server.


If you use Apache Server use following coding in .htaccess file.

< filesMatch “.(ico|pdf|flv|jpg|jpeg|png|gif|svg|js|css|swf)$”>
Header set Cache-Control “max-age=75600, public”

Here cache will expire after 75600 sec.

Add Expire Session in Nginx in Server block

location ~* .(jpg|jpeg|gif|png|svg)$ {
expires 90d;
location ~* .(pdf|css|html|js|swf)$ {
expires 3d;

Add Expire Session in Nginx in Server block

location ~* .(jpg|jpeg|gif|png|svg)$ {
expires 90d;
location ~* .(pdf|css|html|js|swf)$ {
expires 3d;

Add Expire in .htaccess file of Apache (Add it in header section)

ExpiresActive On ExpiresByType image/jpg “access 6 months” ExpiresByType image/jpeg “access 6 months ” ExpiresByType image/gif “access 6 months ” ExpiresByType image/png “access 6 months ” ExpiresByType image/svg “access 3 months ” ExpiresByType text/css “access 2 months ” ExpiresByType application/pdf “access 2 month” ExpiresByType application/javascript “access 2 month” ExpiresByType application/x-javascript “access 2 month” ExpiresByType application/x-shockwave-flash “access 2 month” ExpiresByType image/x-icon “access 7 months ” ExpiresDefault “access 5 days”

3. Adding AMP or mobile friendly pages

 Accelerated Mobile Pages (AMP) is an open source technique to increase website speed on mobile. AMP pages are lightweight to accelerate SEO impact. Billions of AMP pages are working and running with high performance and engagement. It gives flexible result in webpage speed, search ranking and interne marketing.


Now we know that how much page load speed can affect the business. So it becomes very important to improve the loading speed. The most important factor the improve the page speed is server configuration. Another factor impact is not that crucial. So it’s very important to take the server configuration into account. The more the space, dedicated access, and other assets the more the page speed is. Keep the below points in mind while applying the effective solution

Conversion- customer conversion rate

Usability- How responsive is your website to a customer request

Visibility – How fast it loads

These three factors play important role in website ranking.