The ROI of your website: Why you need to invest in a CMS
Storyblok is the first headless CMS that works for developers & marketers alike.
Do you know what is the difference between a website’s load time of one second and a website load time of more than three seconds? 40% of visitors will simply close the second page without waiting.
But how does your CMS influence that speed and, overall, how can it bring you more money? We'll explain in this article.
How website performance actually affects your business results
Website performance is crucial for user experience, conversions, and, as a result, overall business metrics. Here are three aspects that are influenced by website performance:
1. Conversions: Roughly 70% of consumers indicate that the speed of a webpage affects their decision to buy from an online store. Page speed becomes even more critical as shoppers approach the checkout stage. Conversion rates can drop by as much as 17% for every additional second it takes for a website to load.
2. User engagement: Around 40% of visitors will leave a site if it takes longer than three seconds to fully load.
3. SEO and search rankings: Google gives priority to site speed as a direct ranking factor for search engine results pages (SERPs), highlighting the importance of page loading speed, interactivity, and visual stability.
How you and your CMS actually slow down your website performance
There are various reasons and technical aspects of your CMS that can slow down your website and reduce performance. However, most of them are typically relevant to traditional (monolithic) CMS platforms. Let's check them out:
1. Monolithic architecture
Traditional CMS platforms typically have a monolithic architecture in which the front end and back end are closely interconnected. This can lead to slower load times because the entire page must be rendered server-side before it can be delivered to the user. Additionally, this architecture can make it challenging to implement performance improvements, as adjustments to the front end may require extensive back-end modifications.
2. Heavy server load
Some content management systems rely on servers to render each page request. When the website experiences high traffic, this can overload server resources, causing slower response times and increasing the risk of downtime. The dependence on server-side rendering means that every user request contributes to the server load, potentially becoming a bottleneck during peak traffic periods.
3. Limited optimization capabilities
Often, traditional CMS platforms come with pre-defined templates and limited customization options. Many of these templates are not optimized for performance, featuring bloated HTML/CSS and unnecessary JavaScript. As a result, it restricts the ability to optimize site performance and tailor user experiences to specific needs. Additionally, the lack of flexibility can make it challenging to implement best practices for web performance.
4. Inefficient asset management
Managing and optimizing images and other media assets can be challenging in a traditional CMS, leading to larger file sizes and slower load times. Without proper guidance for users, such as automated image compression and resizing, content creators might upload high-resolution images that are not suitable for web use. This inefficiency results in heavier page loads and longer rendering times.
5. Poor scalability
Scaling a traditional CMS to handle increased traffic or more complex content often requires significant infrastructure changes, which can be costly and time-consuming. Traditional CMS platforms are not designed to handle horizontal scaling effectively, leading to performance issues as traffic grows. As a result, this lack of scalability can lead to slow load times and decreased site reliability during high-traffic periods.
6. Technical debt
Older CMS platforms may have accumulated technical debt over time, making them harder to maintain and optimize. This can lead to sluggish performance and difficulties in implementing new features. Technical debt often results from outdated code, lack of documentation, and legacy systems that are difficult to integrate with modern technologies. These factors make it challenging to achieve optimal site performance and hinder the ability to quickly implement improvements.
Have you spotted some familiar issues? Let's move to the solution.
Key features to look for in a CMS to increase website performance
Most of the problems mentioned above can only be solved by migrating to another content management system. So, we've prepared the list of features that significantly improve website performance. Be sure to have all of them in your new CMS.
1. API-first approach
A headless CMS uses APIs to deliver content, enabling faster data retrieval and rendering. This ensures that content is loaded quickly, improving the overall user experience and reducing bounce rates.
2. Content delivery network (CDN)
CMS platforms often come with integrated CDNs that distribute content across various servers worldwide. This reduces latency and ensures that users receive content from the server closest to their location, thereby speeding up load times.
3. Dynamic content management
Your CMS must efficiently handle dynamic content, enabling personalized user experiences without compromising speed. This is crucial for engaging users with relevant content and increasing conversion rates.
4. Optimized asset management
Modern CMS platforms include tools to optimize images and other media assets. They automatically compress and resize images, ensuring that media files do not slow down the website.
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5. Scalability and performance monitoring
The platform must be designed to scale seamlessly with your business growth. It should provide performance monitoring tools that help identify and address bottlenecks, ensuring consistent site performance.
6. Decoupled architecture
The separation of the front end and back end allows developers to optimize each independently. This means that front end developers can focus on delivering a fast and engaging user experience without being constrained by back end processes.
Why headless CMS is the solution
Headless architecture is a modern approach intended to solve all monolithic problems. It's a case when it's easier to create a new technology rather than fix the old one.
Unlike traditional (monolithic) ones, a headless CMS decouples the front end presentation layer from the back end content management system. This technical aspect changes everything, from how content is created, stored, and published.
Here's how a modern headless CMS like Storyblok can benefit manufacturing industry users:
Improved load times
Traditional CMS platforms often struggle with speed due to their monolithic architecture. A headless CMS ensures faster load times by delivering content through APIs and optimizing performance across various devices.
Enhanced user experience
With faster load times, users experience less frustration and are more likely to stay on your site. This not only improves engagement but also increases the likelihood of conversions.
Better SEO performance
A headless CMS allows for better optimization of technical SEO elements. It can be achieved by built-in features or third-party tools integrated via API. And since Google's focus on site speed as a ranking factor means that a faster, more efficient website will perform better in search results, driving more organic traffic to your site.
Scalability and flexibility
Manufacturing companies often need to manage complex product catalogs and detailed technical information. A headless CMS offers the flexibility to create custom front end experiences without being tied to a specific technology stack. This scalability is vital for adapting to market changes and expanding your digital presence.
Switching to a new CMS might seem scary and complicated. But it's not that bad. Check out our Headless Migration Checklist to see what this process looks like.
The impact of increased website performance
Investing in a modern headless CMS brings real business benefits. By enhancing load times and user experience, a headless CMS can significantly increase conversion rates. Historical data suggests that conversion rates typically range between 2-5%, and optimizing website performance can push these numbers even higher.
Faster, more responsive websites keep users engaged, reducing bounce rates and encouraging repeat visits. This kind of customer retention is vital for long-term business growth and customer loyalty.
Finally, in a competitive industry like manufacturing, a superior online presence can differentiate your business. A headless CMS offers the tools to create unique, high-performing websites that attract and retain customers.
