Data Analysis

Website speed score and conversion:
never one without the other

A website’s loading time is often ignored. Too bad! Nevertheless it has a significant impact on the conversion rate.

An obnoxious user experience

Everyone wants everything right away. On the web, users are even ready to cancel their search if a website takes too long to load. One study led by Akamai and Forrester showed that 47% of users expect a page to load in less than 2 seconds.⏰

However, generally, a user must view multiple pages before a conversion occurs. With longer loading times, the user loses patience and leaves the page before being converted. Worse: he or she will never come back. 40% of online shoppers questioned as a part of the Akamai and Forrester study indicated that they would leave an e-commerce site if it took more than 3 seconds to load. 52% of them even said that the loading time for a website would affect their loyalty. Patience has limits… 😤

In order to better understand the consequences of this phenomenon, take what happened to some big players. I admit that the following figures first made me jump. For example, Amazon would lose $1.6 billion in revenue if the homepage took one second longer to load. And Wal-Mart would generate 2% more conversions per second of load earned. Mozilla also saw its conversions increase by 15.4% thanks to shortening their load time by 2 seconds.

Poor visibility online

But to reach the conversion stage, the users must first arrive on your website. For this to happen – and even we don’t necessarily like it – we all must go through Google. However, the giant of Mountain View takes into account the loading time of the pages in its ranking algorithm. In a backlinko study, more than a million domains were analyzed and clearly show that domains with faster loading times reach higher positions on Google. To be at the top of the list, the pages must not exceed a load time of two seconds.

Of course, even the slowest pages with relevant content may appear at the top of Google’s search results, but since the loading time affects other ranking factors, such as user experience, you cannot ignore it.

Fewer mobile users

Whether on the train, at the hairdressers, or in the doctor’s waiting room, mobile users are in a hurry. They quickly scroll through information on their smartphone and want to surf even faster than on a computer. Likewise, one out of two shops via a smartphone, versus 78% of 14 to 29 year olds.

Alas, if the loading time of a website is too long, mobile users would quickly disappear. According to the study led by Akamai and Forrester, 3% of mobile users leave a page if it takes more than 3 seconds to load. On the graph below, it is striking to see the impact that a few milliseconds can have. Mobile pages with an average loading time of 2.4 seconds reached a conversion rate of 1.9% at the highest. A longer loading time also means fewer conversions. Astounding!

Curious to know the loading time of your own website? Take the test. The free tools Google Page Speed Insights and Pingdom measure the loading time of your website. Otherwise, we can also talk about it together. 😉

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