Compression technology utilised by today's browsers will help pages load faster in a customer's browser creating an improved customer experience. The GZIP software module will compress your web pages and elements before they leave your server and the customer's browser unpacks these compressed pages before rendering on their desktop or device.
By compressing your pages before they are sent over the internet, the file sizes and elements (such as images etc.) are smaller and therefore your customer receives the page faster (less to download). By making your browsing experience faster for a customer you will create a better experience for them while on your website and help to reduce the risk of a customer leaving your website due to a long wait for a page to open.
GZIP is a software module that is installed on the server hosting your website. You should contact your web host and ask them to install one of the following - Apache: Use mod_deflate, Nginx: Use ngx_http_gzip_module, IIS: Configure HTTP Compression. It is highly recommended that you have an expert install this software - either your web host, internal server administrator or a hired expert. We would highly recommend backing up your server first before installing this software."