When you browse online, do you ever stop to think about what’s happening behind the scenes? If not, you’re not alone. Many marketers—even highly skilled ones—rarely consider the technical side. It often seems like website performance is something only IT teams need to handle, right?
But if your site loads slowly or feels unresponsive, it directly impacts user experience. In fact, around 40 percent of visitors will leave if a page takes longer than three seconds to load. With that in mind, it’s essential to know how to fix a sluggish site and speed up loading before losing potential leads.
So, where should you begin? A key step is reducing the number of HTTP requests your site makes.
While the term “HTTP request” may sound overly technical and best left to developers, don’t worry—it’s simpler than it seems. Any marketer can grasp the basics. Let’s look at how these requests work and how understanding them can help improve your site’s performance.
What Are HTTP Requests?
Before we go further, let’s clarify what HTTP requests are.
HTTP stands for “HyperText Transfer Protocol.” It’s essentially the language that allows browsers and web servers to communicate. You don’t need to dive into the full details of coding to see how HTTP impacts page speed. Here’s a simple breakdown of the steps marketers should know.
When someone tries to access your website, their browser sends a “request” to your server. This is called an HTTP request. The server then responds and begins preparing the webpage to display.
Here’s the catch—the browser can’t show the page immediately. To load it correctly, it also needs copies of different files, including plug-ins, images, and other elements.
How does it get them? By sending multiple HTTP requests. Without these requests, the individual components of the page won’t appear.
The problem is that the number of requests can build up quickly depending on how many elements your page contains. And that leads to issues.
Why Reducing HTTP Requests Matters
There are two main reasons why every website should aim to limit HTTP requests.
First is loading speed. The more requests your site requires, the longer it takes to load. For example, a page that makes 20 requests will load faster than one requiring 70.
The issue? Visitors won’t wait around for a slow website.
- Research from SAG IPL shows that 39 percent of users won’t return if images or videos fail to load properly.
- A study by Unbounce found that 45 percent of shoppers won’t buy from a retailer if the site is too slow.
In short, with so much competition online, a slow or broken-loading site will cause you to lose leads.
Second, think about how this impacts your performance metrics.
- Google reports that bounce rate increases by 32 percent when load time slows from 1–3 seconds.
- Delays also affect SEO rankings. Even an 11 percent drop in page views tells Google your page isn’t delivering value.
The takeaway? If your site frustrates visitors, they won’t purchase from you or recommend you, which eventually leads to lower rankings, fewer visitors, and weaker conversions.
Too many HTTP requests directly harm your website’s performance, key metrics, and overall online presence.
How to Spot Excess HTTP Requests
Now that we know how requests work and why fewer is better, how do you identify unnecessary ones? The answer lies in two steps: measuring the number of requests your site makes and analyzing overall website performance.
Determine How Many HTTP Requests Your Website Handles
Before you can reduce HTTP requests, you first need to know how many your site is generating. Fortunately, several tools make this process simple.
For instance, HubSpot’s Website Grader provides a free “health check,” showing you the total number of requests your site is handling. If you prefer using Chrome, you can check directly through Chrome DevTools. Just right-click on the page, select Inspect, then click the Network tab to view the requests.
Check Your Website Performance
When was the last time you evaluated your site’s speed and loading times? If it’s been a while, now is the right moment to run a check.
Ubersuggest is an easy option for this. Enter your URL, wait for results, then select Site Audit from the sidebar. A low score usually points to slow load times. For example, if your mobile version takes 6 seconds to load but the desktop version loads in 2 seconds, your mobile site needs attention.
If you’re not satisfied with your site speed or the number of HTTP requests, that’s actually good news—you’ve identified the problem. Now, it’s time to cut down those requests and make your pages faster.
8 Ways to Reduce HTTP Requests
Even though every site is different, excessive HTTP requests usually stem from a few common issues. Here are eight practical steps to help lower them:
1. Remove Extra Plug-Ins
Plug-ins can add functionality, but too many will slow your site. Review which ones you actually need and remove the rest. If it’s something you only use occasionally, uninstall it and reinstall when required.
2. Swap Heavy Plug-Ins for Lighter Ones
Not all plug-ins can be removed, but many can be replaced with more efficient alternatives. For instance, if you need social sharing buttons, consider lightweight options like Novashare instead of bulky plug-ins.
3. Delete Unnecessary Images
Every image adds another HTTP request. If an image doesn’t improve understanding or provide real value, remove it—even if it looks appealing.
4. Compress Images You Keep
After removing extras, optimize the remaining ones. Compression lowers file size while maintaining quality, speeding up page loads. Free tools like Squoosh make this easy.
5. Cut Back on Videos
Videos can enhance content, but too many will hurt loading times. Keep only the ones that inform or provide real value, or replace them with shorter clips.
6. Activate Lazy Loading
Lazy loading delays media from loading until a visitor scrolls down the page. This prevents unnecessary requests at the start and doesn’t harm the user experience. Plug-ins like LazyLoad are lightweight and effective.
7. Enable Content Caching
Caching allows browsers to save scripts and media for faster repeat visits. This reduces the number of HTTP requests required when someone revisits your site. Tools like REDbot can help check cacheability.
8. Minimize Third-Party Requests
When a browser must fetch or download resources from an external source—such as YouTube embeds or Google Analytics scripts—it creates a third-party request. The downside is that your page speed then depends on how quickly those outside servers respond.
This can slow things down, and since you don’t control those servers, it’s a real challenge. To regain control, consider lazy loading third-party content like embedded videos. For tools such as Google Analytics, you may also choose to host the scripts locally instead of relying on external servers.
Additionally, if a plug-in relies heavily on third-party requests, swap it for one that’s lighter and more efficient whenever possible.
How to Cut Down HTTP Requests
- Remove Unnecessary Plug-Ins
Uninstall plug-ins you don’t use or that add no real value. - Replace Heavy Plug-Ins With Lighter Versions
Evaluate the ones you keep and replace bulky plug-ins with streamlined alternatives. - Eliminate Extra Images
Only keep images that serve a purpose since each image creates another request. - Compress the Images You Keep
Reduce image file sizes with compression to improve load speeds. - Limit Videos
Only include videos that inform or add value, and remove the rest. - Enable Lazy Loading
Allow images and videos to load only when a user scrolls to them. - Use Content Caching
Prepare your site for caching by avoiding unnecessary cookies, using consistent URLs, reusing media, and checking cacheability with tools. - Reduce Third-Party Requests
Limit or optimize external resources, host critical scripts locally, and switch away from plug-ins that create excessive third-party calls.
Final Thoughts
HTTP requests are necessary to display a webpage, but too many can drag down performance and discourage potential visitors.
The solution is simple—by streamlining requests, optimizing media, and reducing reliance on third-party content, you can speed up load times, enhance user experience, and ultimately boost conversions.
FAQs
1. What are HTTP requests, and why do they matter?
HTTP requests are calls your browser makes to load resources like images, scripts, and stylesheets. Fewer requests mean faster page load times and better performance.
2. How do I check how many HTTP requests my website makes?
You can use tools like Chrome DevTools (under the “Network” tab) or online checkers such as HubSpot’s Website Grader or GTmetrix to see the number of requests.
3. Do images increase HTTP requests?
Yes. Each image file creates a separate request, which is why compressing or removing unnecessary images helps reduce load times.
4. How can plug-ins affect the number of HTTP requests?
Every plug-in can add scripts, styles, or third-party calls, increasing the number of requests. Removing unused or heavy plug-ins helps lower them.
5. What is lazy loading, and how does it reduce HTTP requests?
Lazy loading delays the loading of images or videos until a user scrolls to them. This reduces initial requests and speeds up page load.
6. Do third-party requests slow down websites?
Yes. Since they depend on external servers, they can delay your page load time. Hosting scripts locally or minimizing third-party content helps avoid this issue.
7. How often should I audit my website for HTTP requests?
It’s a good idea to run audits every few months or after adding new features, media, or plug-ins to ensure your site remains optimized.
8. Can reducing HTTP requests improve SEO?
Absolutely. Faster page load speeds improve user experience and are a key factor in search engine rankings.
