Page loading time is obviously an important part of any website’s user experience. And many times we’ll let it slide to accommodate better aesthetic design, new nifty functionality or to add more content to web pages. Unfortunately, website visitors tend to care more about speed than all the bells and whistles we want to add to our websites. Additionally, page loading time is becoming a more important factor when it comes to search engine rankings.
Next week we’ll post our complementary article: “Speed Is A Killer – Why Decreasing Page Load Time Can Drastically Increase Conversions” to elaborate more on this topic. For now, please enjoy and share the infographic below.
Facts and Stats to Tweet:
- 73% of mobile internet users say that they’ve encountered a website that was too slow to load. »tweet«
- 51% of mobile internet users say that they’ve encountered a website that crashed, froze, or received an error. »tweet«
- 38% of mobile internet users say that they’ve encountered a website that wasn’t available. »tweet«
- 47% of consumers expect a web page to load in 2 seconds or less. »tweet«
- 40% of people abandon a website that takes more than 3 seconds to load. »tweet«
- A 1 second delay in page response can result in a 7% reduction in conversions. »tweet«
- If an e-commerce site is making $100,000 per day, a 1 second page delay could potentially cost you $2.5 million in lost sales every year. »tweet«
About The Author: Sean Work is the Minister of Propaganda at KISSmetrics. Follow him on twitter (@seanvwork) and ask him for a free cup of coffee :)
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The current tool set for evaluating these types of correlations are extremely limited in my experience. We have been closely working with gomez, akamai, and other vendors in the past and no one has a solution here in my opinion. A good way to monitor web application performance and correlate conversion rates is what we would love to see. I am curious about where your numbers come from, I see your references and I have been asking both these companies for a way to measure our site for months.
No one has gotten back to you?
The irony is that the infographic loaded too slowly on my iPhone, and I abandoned it. Read it later on the computer instead.
Thanks for the feedback Jonathan, we optimizied the files however that will always be an issue with infographics, they have no set standards to follow. I think we’ll need to look into how to cater better for mobile web users.
Your’s is the inetllinget approach to this issue.
best thing to look at it on your computer… it has not been optimised for iphones…
Lol, yeah, mobile is definitely an avenue people must begin to explorer more and more.
Orion,
This is because solutions from vendors like Gomez, Keynote, etc only tell you how slow or fast your pages are. They don’t identify the what’s making them slow or things you can do to make them faster.
For that you want to couple the insight from KISSMetrics, Google analytics with a tool to find specific perfrmance problems. Take a look at free tools like YSlow, PageSpeed, WebPageTest, as well as the free scanning service offered by my start-up Zoompf. Really helpful to find ways to improve your landing pages or pages with high drop-off rates.
Good Luck
I was very interested in the topic, but could not be bothered to look through the infographic for interesting bits. Would have much more preferred a well written blog post.
Thanks, a very useful infograph.
“A 1 second delay in page response can result in a 7% reduction in conversions.” – this is a powerful statement!
“40% of people abandon a website that takes more than 3 seconds to load.” But the graph shows around 20%. Which is it?
Tim, the 40% is for website visitors inside a shopping cart or in the middle of a shopping experience. The 20% is for general web surfing.
I wish this was a little bit more clear, like do people abandon a partially loaded page after 3 seconds? Or do they leave because the wheel is turning but there’s nothing but a blank screen.
I hate slow sites as much as anyone else, but I find I’m only ever inclined to leave when it takes too long and all I see is white. If it’s showing part of the site, I’ll usually hit refresh or wait, because I’m really not in that big of a hurry.
58.3% of statistics are made up – That’s how this infographic makes me feel. Just tossing out blanket statements like “A 1 second delay in page response can result in a 7% reduction in conversions.” without any data or details as to which page, etc. to back it up, makes me very skeptical of this whole set of information. KISSmetrics, your better than this.
As a website owner I think it is important to be weary about how you operate on your site. The thing is that many people who do not know anything about load time or even the technical aspects of a website and own blogs might be using images that are way too large and not even knowing it.
Nice, but I’m a bit confused by the “Mobile vs Desktop” figures.
31% thought their phone would be “a bit slower”, while 25% said they thought their phone would be “almost as fast”.
To my mind those two phrases have the same meaning, so in effect we’re left with 56% of people expecting slightly longer loading times on their phones?
Even thought the responses are similar, they are still giving two answers. Just like when you do a survey and you get answers like very satisfied and somewhat of satisfied. They are similar, but different.
Yaah, really Page loading time is obviously an important part of any website’s user experience. And many times we’ll let it slide to accommodate better aesthetic design, new nifty functionality or to add more content to web pages.This is one of the great post to increase our knowledge and decrese our problems.
The more you know and understand this, the better you’ll be able to manage your sites.
We read all point, Psychology experiments can range from simple to complex, but there are some basic terms and concepts that all students of psychology should understand. and important one is data time effect. Time effect of a data set refers to a time interval in … decomposition, the time effect of the new data will change..
You’re right with the the psychology involved as it definitely affects a users decision to bounce off the site.
I appreciate the statistics you gave. It’s amazing to know that 47% of consumers expect a web page to load in about 2 seconds.
Not sure this page passes the 2 second rule but great infographic all the same.
The 7% loss every second is a Forrester stat. We published a study a while back that found traffic leaves a page at 1% as second.
that’s why I love KissMetrics:
- easy navigation
- friendly interface
- fast loading
- (this hould be #1) great content
haven’t tried to read the blogposts with infographics from my iphone, yet, but they work great on any of my laptops/pc’s
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Another aspect is that page load time may affect Google rankings isn’t it?
For ordinary sites many people says that load time affects search engine ranking Most of my pages for all of my sites load in less than 1.5 seconds and I rank very well. I would aim for the 1,5 mark as set forth in Google Webmaster tools page speed graph.
Yet for more i am not sure. But it may depend of niche for sites that have a lot of pictures Google may expect slower loading time.
Also i agree for buyer traffic these people who buys usually have fast internet connection and they expect for load times to be very fast.
This surely makes great sense
This is nteresting…Was Wthe percent of users with slow Internet connection (which I guess is decreasing) and mobile devices was taken into account? There must be a certain boundary when optimizing loading speed is not cost-effective yet.
Loving this infographic! Thanks Guys!
Today almost 10% of searches are made through mobile devices (in USA). SO it is becoming more and more important to be sure to use gzip for the text data compression as well as smaller images on mobile version of your site. Also sites shouldn’t be “to big” because even better phones such as Android have quite slow processor when comparing to desktop so sites with too many elements are going to have large load time. Also wireless connection is slower worse, and it already has huge ping.
The info is impression. I should tweak my website much more as it is mainly served image to visitor.
What a great infographic! I will tweet and share!
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Great, easy navigation and friendly interface