Website Speed • August 2017
A while back, I heard a comedian make fun of how impatient we all are when it comes to technology. He spoke about how this guy on a plane became visibly and audibly outraged at the fact his internet was slow to load. The comedian pointed out that while the passenger’s reaction was one to which most of us could relate, we must remember something important. Only a short 20 years ago, the fact that we had the capability to be sitting in a flying chair, accessing our bank accounts, watching our favorite show, communicating with our work colleagues instantaneously, all while tracking our travel time… would be nothing short of a miracle. “Give it a second!” was the punchline.
Alas, your customers won’t give it an extra second. Think about how frustrated you get when the “smart” technology doesn’t provide you with instant gratification. That is how your customers feel when they get to your site.
Everybody likes stats. So, instead of telling you why it is important to have a fast and mobile website, I’m just going to provide you with a list of stats, facts, and data, and you can do with it what you will.
47% of online customers expect page load times of less than 2 seconds before they consider leaving.
40% of mobile users will give up after 3 seconds (before an analytics tool can even let you know that they were there).
75% of people will abandon a mobile website if it takes any longer than 5 seconds to load.
If your site takes any longer than 5 seconds to load, you’ve lost 3 out of 4 customers.
Engineers at Google have discovered that the barely perceptible page load time 0.4 seconds is long enough for users to search less.
There is a detailed neuroscience explanation for that, but it boils down to the fact our brains process things amazingly fast.
88% of online customers choose retailers who deliver high-performance and user-friendly website experiences.
(and it gets worse…)
79% of dissatisfied customers no longer revisit underperforming websites.
46% of dissatisfied customers develop a lasting negative impression &
44% will share their terrible, no-good experience with the world.
The exceptions to these rules are companies like Google and Amazon. So, Larry Page and Jeff Bezos, you can stop reading. The consequences go even further as 87% of customers shop both online and brick-and-mortar retail stores.
60% of consumers use mobile devices exclusively to make quick purchasing decisions.
And this is when you start simply losing money.
Conversion rates go down by 7% for each second of delay after the expected page load of 2 seconds.
Want to hear a fun case study?
In 2011, Obama’s fundraising website, Obama for America, decided to trust the stats and shrunk their page load time from 5 seconds to 2 seconds. The result was an addition $34 million, a 14% increase in donations because of 3 seconds of website performance improvement. #FunTimes
Yes, consumers have high expectations. But that is because most consumers I know, are human. How many people take the longer, potentially slower route home to avoid sitting in traffic? Yes, it may not be much (if at all) faster, but at least you “feel like you’re moving”.
In very much the same way, consumers would rather spend a longer amount of time browsing for their product or answer than waiting on a slow site.
Want to test your site? Go for it!
The information we provided comes from Google, Aberdeen Group, and most importantly this article from Kinsta. Please read the article in its entirety for even more in-depth analysis and data on why page speed matters.