We've written quite a bit about the factors that impact your website's ability to load quickly and shared how slower speeds hurt your business. I'm honestly surprised by the number of clients we consult with that spend enormous amounts of time and energy on content marketing and promotion strategies – all while loading them on a substandard host with a site that's not optimized to load quickly. We continue to monitor our own site speed and make adjustments every month to reduce the time it takes to load.
Slow speeds are frustrating to users, impacting sales, mobile experience, customer experience, search engine ranking, and conversions; all of which impact your revenue. This infographic from Skilled, walks through 12 case studies that show how improving page load time impacted business results:
- mPulse mobile‘s conversion rate is 1.9% when pages load in 2.4 seconds, but that drops to 0.6 once they exceed 5.7 second load times.
- Yahoo! traffic increases by 9% if they reduce page load time by 0.4 seconds.
- Amazon could lose $1.6 billion in annual revenue each year if their page load time were 1 second slower.
- Bing reports that a 2-second delay leads to 4.3% lost revenue per visitor, 3.75% fewer clicks, and 1.8% fewer search queries.
- SmartFurniture speed improvements gained them 20% in organic traffic, 14% increase in page views, and increased rankings by an average of 2 positions per keyword.
- Shopzilla revealed that faster pages deliver 7% to 12% more conversions than the slower pages.
- Microsoft reports that a 400-millisecond delay can reduce query volume by 0.21%.
- Firefox states that reducing average load times by 2.2 seconds can increase downloads by 15.4%.
- Google reports that increasing latency by 100 to 400 milliseconds reduced daily searches by 0.2% and 0.6% respectively.
- AutoAnything cut page load speeds in half and experienced a 13% increase in sales and a 9% increase in conversion rates.
- Edmunds shaved 7 seconds off load time and experienced a 17% increase in page views and a 3% increase in ad revenue.
- eBay and Walmart improved their page speed times, resulting in an increase on virtually every engagement and conversion metric on the site!
It's important to note that you need not sacrifice design for speed. We assisted a well-known venture firm that had invested in a rebranding and absolutely stunning site. The design agency they chose built out a beautiful theme from scratch, a very expensive project. When they launched the site on a premium hosting vendor, the pages were loading in 13+ seconds, unacceptable to most users. We found a ton of issues – including unnecessary scripts loading site wide, videos that were not optimized, images that weren't compressed, dozens of external scripts, and multiple style sheets. Within a few weeks, we had the site loading in 2 seconds utilizing a number of strategies.
Our agency, DK New Media, identified and corrected a ton of issues – including unnecessary scripts loading site wide, videos that were not optimized, images that weren't compressed, dozens of external scripts, and multiple style sheets. Within a few weeks, we had the site loading in 2 seconds utilizing a number of strategies. Fixing the site didn't change the design experience one bit – but demonstrably improved the user experience.