Is your slow website losing you money?

4 June, 2018

Any company with a website that takes longer than a few seconds to load is at risk of losing 74% of its potential customers.

Given that only 26% (Statista) of us are willing to remain on a website if it takes longer than 5 seconds to load, it’s vital for your website to be speedy.

Yet Google research has found that the average website takes a whopping 22 seconds to load fully on a mobile phone.

This means that even if you’re happy with your website revenue, you could be losing out on potential sales through failure to provide people with fast loading times. 

What is page load time?

Your page load time is essentially the length of time it takes from when you click on the page to when all the content is displayed on the screen.

Your page has a different load time duration depending on the device. So, it’s important to optimise for all devices.

Why is speed important?

To avoid losing traffic

As one of the leading tech giants, Google has grown to set the bar for us all. They cite a study by Akamai suggesting that 2 seconds is the threshold for e-commerce site "acceptability."

So it’s little surprise that loading speed has been a factor in desktop rankings for years. What’s more, from July 2018, Google will also take into account page speed when determining mobile search optimisation – and this will impact your mobile ranking potential.

Ultimately, Google wants to provide the best service possible to its impatient users. So, if your site is slow, you’re highly likely to receive a demotion in the SERPS and lose out on vital traffic.   

To ensure the competition can’t steal your sales

We live in a fast-paced world. We complain about waiting in a queue for our coffee - our natural, human reaction is frustration. The same goes when we have to wait to make our online purchase. We want easy solutions that save time.

Imagine all the times you’ve asked a question in your search engine. When the page takes too long to load, you click off it and hit a different answer.

 If this happens on your e-commerce website, that’s your potential customer going straight to your competitor - and the sale goes right into their pocket instead. 

To maintain your reputation

Slow websites not only lose sales in the short term, but also affect long-term reputation.

If your customers get as far as the checkout, a slow process will annoy them. This can lead to:

  • Abandoned baskets
  • A reduction in the chances of repeat business
  • Damage from word-of-mouth ambassadors

After all, would you recommend an infuriating, time-consuming experience to your friends and family?

So, remember - a fast website provides a fantastic chance to make a great first impression. Through the delivery of a great user experience, you can instil confidence and greatly improve trust in your brand. 

Slow site speeds hit small businesses the hardest

Every second counts.

Kissmetrics found that you’ll experience a 7% drop in conversions for just a one second delay in load time.

If your site takes £2,000 per day, an extra second will cost you over a staggering £50,000 in annual sales. Ouch!


Build a website optimised for speed

At Evoluted, speed is king. We build websites to be optimised for fast page load times, by conducting rigorous performance testing. This enables us to:

  • Enhance user experience
  • Improve your conversion rate
  • Bring you a higher sales revenue

To find out more, get in touch with our team.

Written by Jo

Jo arrived at Evoluted towards the end of 2017, bringing several years’ digital experience with her. She cites the continuous innovation of new tools and how they can be utilised for targeting as being a key inspiration behind her interest in the industry.

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