When you’re in the market for a new web server host as a business owner, it’s important to make sure that you’re choosing a web server host that offers low latency. But what exactly is network latency and why is it so essential to pay attention to it when you’re choosing the web server host for your company? Here, we’ll take a closer look at network latency and how it can impact the overall performance of your company’s website.
What Is Network Latency?
Network latency refers to the amount of time it takes for data to go from Point A to Point B. This includes the amount of time it takes for a website to load when you click on its homepage or another link on the site. Network latency has also been referred to as “lag.” Online users prefer low latency. Low latency means data doesn’t need to travel as far or make as many stops between Point A to Point B, which results in faster loading times. The lower your latency, the faster your website loads.
What Impacts Network Latency?
Of course, you can’t simply opt for having low latency for your website. There are a few factors that impact network latency:
- Physical distance: When your web server host has multiple locations worldwide, your latency times are typically lower.
- Network distance: The shorter the network distance is between your online users and your web server host, the lower your latency times.
- Bandwidth capacity: Great web server hosts have a high bandwidth, which helps to reduce lag.
What Are the Benefits of Low Latency?
While website loading times may not seem like a big deal, they can have a bigger impact than you think. Website loading times directly affect your bounce rate, your Google rankings, your brand’s reputation, your conversion rate, and your customer loyalty.
According to Think with Google, the probability of your website’s bounce rate increases by 90% when a page’s load time increases from one second to five seconds. Fast loading times mean that you have a lower chance of your online audience leaving your website for a competing company.
When your website takes too long to load, users will frequently leave your website, which sends a message to Google that your website isn’t worth ranking as highly as other sites. Slow load times also tell online users not to work with your business in the future, which can negatively affect your brand’s overall reputation as that customer opinion spreads by word of mouth or social media. As a result, your conversion rate may go down, and your chances of having loyal customers also go down.
That being said, when you’re setting up your company website, it’s essential to make sure that you’re choosing a quality web server host that not only offers great customer service and free DDoS protection but also offers low latency. Keep network latency in mind the next time you switch web server hosts for your business.