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Website Speed and The Impact

Does-Website-Speed-Matter

In this day and age, blazing fast website speed is an absolute necessity. With it, your site is primed for increased search engine rankings, optimized conversion rates and significant improvements in total sales.

Without it: your business could be missing out on tens of thousands, to hundreds of thousands, to potentially millions of dollars each year.

STATS TO CHEW ON

  • 73% of mobile internet users have been on a website that was too slow to load
  • 47% of consumers expect a page to load in 2 seconds or less
  • 40% of people abandon a website that takes more than 3 seconds to load
  • A second delay in page response can result in a 7% reduction in conversions.
  • 74% conversion rates increased when page load times improve from 8 to 2 seconds
  • 73% of consumers won’t return to a website if it doesn’t load on their mobile device.

THE IMPACT

#1 LACK OF SPEED = LACK OF SEO RANKINGS

Website speed is an officically announced ranking factor in Google’s algorithm.

When a website loads slowly, users spend less time there. Poor on page metrics (time on page, pages per visit, bounce rate, etc…) result in less organic traffic.

If your website loads slower than your competition ranking in the top 10, then you’re giving yourself a serious disavantage in being able to outrank them.

The bottom line: if you want people to make a purchase, your site has to load in under 2 seconds. If not, people will jump ship to another site. When this happens, google can infer that your website isn’t meeting user expectations which will result in less organic traffic.

#2 LACK OF SPEED IMPACTS CONSUMER PURCHASES

  • 1 second delay in page load time equals 11% fewer page views. A 16% decrease in customer satisfaction, and 7% loss in conversions.
  • 3 out of 5 say that poor performance will make them less likely to return to the site.
  • 75% of users said that they would not return to a website that took 4+ seconds to load.

The bottom line: users have a threshold of patience and pushing past that threshold results in a missed opportunity of failed conversion. Having your conversion page (whether it be for desktop, mobile or tablet users) optimized to load quickers than 4 seconds will dramatically increase the likelihood of a converted sale.

#3 LACK OF SPEED WASTES PAID MEDIA ADS

Page speed & load times correlate with a higher quality score.

Google considers a slow load time to be the regional average plus three seconds, and if your page’s load time is below this threshold, it could be negatively affecting your quality score.

If it takes too long for your website to load when someone clicks on your ad, they’re more likely to give up and leave. This unwelcome behavior can signal to google that your landing page experience is poor, which could negatively impact your ad rank.

The bottom line: when you have a slow landing page, you are encouraging users to leave before taking any action. In order to drive users to your landing page, you have to pay each time user clicks your ad. When that users abandon your landing page due to a lack of speed, you just wasted your precious PPC budget on a user that didn’t even have a chance to convert.

THE REAL LIFE CASE STUDIES

  • Walmart increased their primary conversion by 2% for every 1 second of load time improvement.
  • Yahoo increased traffic by 9% for every 400 milliseconds of improvement.
  • Amazon reported 1% loss in revenue per 100 milliseconds site load delay.
  • Microsoft found that BING searches just 2 seconds slower resulted in a 4.3% drop in revenue per user.
  • Mozilla firefox improved conversions by 15.4% shaving of 2.2 seconds of load time.
  • President Obama’s fundraising campaign increased donation conversions by 14% when page speed improved from 5 to 2 seconds.

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