Want to increase sales? Make your page load faster!
Unbounce report helped us to find out how page load times affect consumer behavior and why marketers are likely paying more than they need to for their search ads.
Unbounce surveyed 395 marketers and 750 consumers who often shop online. It turns out that 81% of marketers know speed influences their conversions, but they’re not making it a priority. And only 3% of marketers say faster loads are their top priority in 2019.
According to the report, 85% of participants’ landing pages were slower than Google’s recommendation of 5 seconds or less at a 3G connection. However actual user behavior shows most people bounce after 3 seconds.
Web pages don’t have loading bars. Therefore the visitor doesn’t know if the delay will be another 500 milliseconds or 15 seconds. Or perhaps it will never load. Anyway, you got lots to do instead of waiting. And the back button is right there.
Well, page speed affects not only conversions. It can also have a negative impact on organic search results.
Most marketers aren’t hitting speeds that put them in Google’s good books. Because they’re too slow, they’re likely paying more than they need to for their search ads — and disappearing completely from organic search results.
It is an open secret that consumers don’t like slow pages. But it’s interesting that when it comes to waiting, most consumers think they’re more patient than they actually are. Almost three-quarters of the shoppers Unbounce surveyed claim they’ll wait 4 or more seconds before abandoning a page. But that’s not what Google says: remember, actual user behavior shows most people bounce after 3 seconds.
Do you want to know what happens when people get frustrated? Almost half of consumers say they’ll try to refresh a page at least once when it takes 3 seconds to load. But 22% say they’ll close the tab, and 14% say they’ll visit a competitor’s site.
You know what’s even more interesting? Most consumers blame their internet connection before they blame your site. And by the way, Android users are more patient than iOS users. Of those who will wait 1–3 seconds for a page to load, 64% were iOS users while only 36% were Android users. Of those who said they’d wait 11–13 seconds, only 36% were iOS users versus 61% Android users.
So what to do? Can you believe it turns out a majority of your visitors don’t see much value in animation and video if it’s going to slow them down. Heck, a quarter of respondents say they’d be willing to give up images as well!
And the last figure. Akamai says that 1-second page slowing reduces mobile conversion rate by 20.5%! So think carefully before you include anything in your design that will slow your page down. If it doesn’t serve a purpose, consider cutting it!
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