How Loading Time Affects Your Bottom Line

HOW Loading Time • 12 • AFFECTS YOUR Bottom Line EVERY SECOND COUNTS MOBILE VS. DESKTOP Loading time is a major contributing factor to page abandonment. The average user has no patience for a page that takes too long to load, and justifiably so. Mobile Internet users expect a web-browsing experience on their phone that's comparable to what they get on their desktop or laptop. Observation: slower page response time results in an increase in page abandonment, as demonstrated in the following chart. What follows is a graph of how users thought their mobile browsing experience compared to their desktop browsing experience. Observation: Most participants in the survey thought that their phone had slower load times than their desktop. 50% 11% of those surveyed said that they expect their load times to be much slower 12% said that they expect their load times on their phone to be faster than their desktop. 25% Page abandonment on their phone. 21% said that they expect increase as a their load times on their phone to be about equal with their desktop. percentage. 4 10 Page load time in seconds. 11% 12% COMMON PROBLEMS 31% 21% WHEN ACCESSING A WEBSITE FROM A MOBILE PHONE 60% of mobile internet users say that they've encountered at least one problem while browsing 25% within the last 12 months. 73% 51% 31% of those surveyed said that they expect their load times to be a bit slower on their phone. 25% said that they expect their load times on their phone to be almost as fast as their desktop. 73% of mobile internet users say that they've encountered a website that was too slow to load. 51% say that they've encountered a website that crashed, froze, or received an error. PATIENCE OF MOBILE 48% 45% WEB USERS 48% say that they've encountered a website that had formatting which made it difficult to read. How long are users willing to wait for a site to load before they abandon the page? The following graph seeks to answer this question. 45% say that they've encountered a website that didn't function as expected. Observation: Most participants in the survey would wait 6-10 seconds before they abandon pages. 38% 16-20 seconds 38% say that they've encountered a website that wasn't available. 1-5 seconds 3% of those surveyed said that they would wait less than one second for a page to load before abandonment. HOW WEBSITE 15% PERFORMANCE AFFECTS SHOPPING BEHAVIOR 16% 30% 16% 47% 40% 47% of consumers expect a web page to load in 2 seconds or less. 40% abandon a website that takes more than 3 seconds to load. 20% 79% 52% 6-10 seconds 20+ seconds 11-15 seconds 79% of shoppers who are dissatisfied with website 52% of online shoppers state that quick page loading is important to their site loyalty. performance are less likely to buy from the same site again. A1 SECOND DELAY IN PAGE RESPONSE CAN RESULT IN A 7% REDUCTION IN CONVERSIONS. 44% 16% A1 second delay (or 3 seconds of waiting) decreases customer satisfaction by about 16%. 44% of online shoppers will tell their friends about a bad experience online. 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. OKISSmetrics sources: gomez.com, akamai.com