The Importance of Improving Load Times

Chris HolmokPart 1 of series –  So you are thirsty. You head to the corner convenience store for a soda. You pull on the door and it does not open. You walk away and look for another store to get your soda. What you didn’t know was that if you pulled on the door for 5 seconds it would have opened. This is an extreme analogy, but it rings true for websites, too.

An error page or a slow-loading page can feel like a locked door at the store. It can also feel like a long check-out line. With the web now being a sometimes a first, if not the only, exposure to your business, you want that impression to be easy and meet the average users’ expectations.

Nearly half of web users expect web pages to load in 2 seconds. Adding a second, making for 3-second page load can lead to 40% of users abandoning your site. Studies have also shown that an increase of one second in page load times can result in a 7% decrease in conversions.

Not too long ago the golden rule was 7 seconds. But that was in the time of dial-up internet and not-so-smart phones. Today, with cable modems and fiber optics in the home and 4G LTE on smart phones, people don’t want to wait. The 7 second rule is not even valid in the mobile world. Most people are more patient with their phones, but the abandonment rate still goes up the longer they wait.

Whether load times are affected by server load, poor coding, heavy pages, or anything else, the consumer does not care. Their loyalty and their attention stems from the snappy performance they expect of you website. In part two of this article, we will hit some high points on making your website perform at its best.

For more information on how load times can affect your user experience check out this info-graphic here.

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  1. […] to Faster Page Load Times Part 2 in a series – In my last post, we discussed why page load times are so important. In this post we discuss how to improve them and […]

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