If you ever truly wondered – and I hope you have – about how much the loading time of your website affects total sales and profits, Kissmetrics put together a mother of all infographics. In it, you’ll find the typical stats on how mere seconds can make or break a visitor’s session, as well as how the impatience of mobile users has grown. However, there are a few key takeaways your competitors have probably missed, including:
- 48% of users said they expected load times on a smartphone to be nearly as fast, as fast, or faster than the same page on desktop.
When I read this, I first wondered what websites, and which pages in particular, were studied. Then I realized it didn’t matter. The idea that content should be loading faster on mobile than desktop speaks volumes about what today’s mobile users demand from any type of site.
- If a page takes more than 10 seconds to load on a smartphone, nearly half the visitors will leave.
Forget about the 3% who said they’d wait less than a second for a page to load. Hey, you can’t please everyone. But the idea of losing 16% of visitors after just 5 seconds and another 30% after 10 seconds? That reminds us that it’s not about all the flashy features. It’s about delivering the right content the right way.
- 47% of online shoppers expect a page to load within two seconds, and 40% will abandon the site if it takes more than three seconds.
Remember when I talked about how you have just eight seconds to grab their attention? That rule now hovers around six seconds, and load time decreases the amount of time you have to make your pitch.
- More than half of online shoppers say page load times play a role in site loyalty.
That means the longer they have to wait, the less apt they are to buy from you again or recommend you to others.
- A one-second delay decreases customer satisfaction by about 16% and conversions by about 7%.
That’s huge, no matter how big the company.
Take a look at the whole shebang below. Have questions? I’m here to help.