It’s important for businesses to identify and remove “single points of failure” (SPOFs) from websites. That’s the message from Alex Painter, president of a website speed and performance testing company, Eggplant, to travel aggregator TravelMole.
In listing the issues which impact a website’s performance Painter addressed links and content that slow down connectivity and download speeds. He advised ensuring “static assets have long cache lifetimes” and getting “rid of non-essential content”.
Painter said, “If there is anything on your site that is redundant, get rid of it. It’s the excess baggage to your customers’ serene and speedy journey. Newer features are added more often than older features are removed, building up the number of unused scripts and styles. A full audit of your website or even just your key pages may not be possible at short notice, yet a brief check of the source code will most likely reveal some content that is not needed and could be removed.”
His bottom line is that spot checks and audits will make your site perform better and optimize conversion from clickers to customers. That applies to individual travelers as well as the corporate market. Is your web presence resonating for you or costing you business because of dated and/or irrelevant content? When was the last time your content was updated, fact-checked and read to see if it is on message?
Destination Doctor does affordable web audits for properties, destinations and venues.