How A Faster Page Load Time Benefits Your Website
Speed matters. It's why pizza shops guarantee delivery in 30-minutes or less, Olympic sprinters become international superstars and websites that load the fastest get the most traffic. Nobody wants to wait these days - especially online. Slow-loading websites negatively impact everything from the customer experience to conversion rates to sales. Here's why
People Have No PatienceAccording to Statistics Brain, the average attention span of a human is right around 8 seconds. That's shorter than that of a goldfish and an awful long time to wait for a website to load. If your website takes too long to load, people are going to click away faster than you can say "yeah, but ... ." it doesn't matter if it's your homepage or a landing page, the website people come to first has to load in a hurry. Because if the first page doesn't come together quickly, people aren't going to wait around to find out if secondary pages are any quicker. They're simply going to go find a competitor. In fact, even a delay of one singular second can cause a 7 percent decrease in conversions. That's right: 1 second. This means that if your website is ringing up $100,000 a day in sales, a 1-second delay can cost you $7,000 a day (or more than $2.5 million a year) Ouch.
People Have a Need for SpeedSo how fast should your website load in order to keep prospective customers from clicking away? Well, a recent survey showed that nearly half of online customers (47 percent) expect websites to load within two seconds of them arriving. Smartphone users are a little more forgiving, with 64 percent saying a 4-second load time is acceptable. And while these expectations might be unreasonable--especially when you consider that not all WiFi connections are created equal--they are a fact of online life.
You're In ControlCustomers don't really care who is to blame for slow load times on websites. They just know that you are in control of your website--and one survey found that nearly 80 percent of all online shoppers will avoid slow-loading websites and they will punish you.
- Nearly 80 percent of customers who find themselves less than satisfied with your website probably won't attempt to make a purchase from you again.
- A simple 1-second delay in your page load time means you'll lose 11 percent of your page views
- That same simple 1-second delay can cost you 7 percent of your conversions