Let’s be honest – no one likes a slow website, especially in today’s society where immediate gratification is expected. Everyone has experienced the agony of waiting for content to load. It sucks! All jokes aside, website speed is much more than a “nice-to-have” so your customers don’t get annoyed – it has a major impact on your site’s, and ultimately your brands, success.
Did you know?
- 1 in 4 visitors will abandon a website that takes more than 4 seconds to load
- 64% of shoppers who are dissatisfied with their site visit will shop somewhere else next time
- 46% of users don’t revisit poorly performing websites
- 1 second delay reduces customer satisfaction by 16%
Sources: LoadStorm, Econsultancy
Based on those statistics, it’s clear that every second counts and if you plan to keep a loyal customer base, you better have a fast website. People have no shame in purchasing elsewhere if your site isn’t up to snuff.
So, how fast should a website load? Ideally, within three seconds, or two seconds if it’s an ecommerce site. This benchmark is pivotal, anything longer than that and your bounce rate will skyrocket. 40% of consumers will wait no more than three seconds before jumping ship.
When thinking about load times, it’s imperative you don’t forget about mobile as it’s the preferred method of browsing. In 2019, 77% of online time consisted of mobile minutes. You may be wondering, just how popular is it?
- In 2019, the worldwide mobile population was 4 billion unique users
- Mobile accounts for 50.44% of total online traffic
- 96% of US citizens own mobile devices, with 81% of those having smartphones
- Approximately 1 in 4 US adults admit they are “almost constantly” online
Sources: Statista, Pew Research Center
With that in mind, 85% of mobile users expect websites to load just as fast or even faster than they do on a desktop. Yikes! Some of the most common issues faced on mobile include: too slow to load, crashing, freezing, or error messages, poor formatting, not functioning properly, and simply wasn’t available.
Case in point – speed matters. A lot! And it will impact your business in many different ways. The first being, sales. As stated previously, a slow website will see an increase in bounce rate and a decrease in time on site. In fact, a one second delay will reduce page views by 11%, decrease customer satisfaction by 16%, and reduce conversions by 7%. The results of just a 0.1 second increase in speed are staggering:
- Retail conversions increased by 8.4%
- Average order value increased by 9.2%
- Luxury brand page views per session increased by 8.6%
Next place you will surely take a hit is with customer loyalty. A slow load time is basically an invitation to your customers to shop elsewhere. 79% of online shoppers who have a poor experience are less likely to make a repeat purchase. Furthermore, 64% would simply take their business to another online store.
SEO is another arena that is directly impacted by site speed. To google, the customer always comes first and slow load times means unhappy users. According to Google, when load times increase from one to three seconds, the bounce rate increases by 32%. When it goes from one to five seconds, 90%, and if a site takes up to 10 seconds to load, the bounce rate increases to an appalling 123%. High bounce rates should be an immediate red flag as they tell search engines that users don’t find the page content useful, causing your website ranking to diminish.
Now that you know how website speed directly affects your business, how do you go about improving it? There are numerous factors that affect website load time such as web hosting, server types, images, videos and files, plugins, browsers, and cache clearance. Feeling overwhelmed yet? Don’t! Dia Creative is an expert in optimizing website speed across desktop and mobile devices. We’ve helped numerous clients drastically improve load times and in turn, increased sales, customer satisfaction and loyalty, and SEO rankings. We recently helped GLO Science go from a site speed of 17 and 43 on mobile and desktop respectively to 85 and 98.
Interested in learning more? We would love to hear from you and put an end to your site speed nightmares. Contact us today to get started!