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BUSINESS BEWARE: 69% of consumers leave slow loading websites

Slow Loading Websites Are the #1 Reason People Leave

Today, the majority of online users access your website using their phones or tablets.  According to a report by Kissmetrics, these users are most concerned with load times. Every second counts, and the longer a page takes to load, the more likely the user will abandon the page. For local businesses, this leads to lost revenues and higher bounce rate ratios. Data on how the performance of a business website affects user’s behavior is fascinating and a bit scary:

47% of consumers expect a web page to load in 2 seconds or less.

40% abandon websites that take more than 3 seconds to load.

52% of online users state that quick page loading is important to their site loyalty.

79% of purchasers who are a dissatisfied with slow loading websites are less likely to engage or purchase from same site again.

44% of online users will tell their friends about a bad experience online. [Source: Kissmetrics]

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67% OF CONSUMERS LOSE TRUST
in a website when pages load too slowly.

78% WORRY ABOUT SECURITY
when site performance is sluggish.

40% WORRY THE MOST DURING CHECKOUT
if they think the process is taking too long.

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SPEEDY CHECKOUT IS ROUGHLY 2X AS IMPORTANT
as quick navigation to another page (41% vs. 23%).

AND ALMOST 3X AS IMPORTANT
as accessing the home page (41% vs. 16%).

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So how fast should my web pages load?

There is no right answer.  Many sites have an incredible amount of good content that just tends to load more slowly.  A good rule of thumb? Under 3 seconds but definitely, as fast as possible.  After understanding the potential financial loss associated with your site’s load times you may decide your website must load at “X” seconds. Don’t set arbitrary targets.  Find out what is causing your slow loading website and address the root causes.  Improving your site’s performance is a necessary goal that needs to be monitored regularly.

What is causing my website to load pages slowly?

This is a difficult question to answer in a post.  Thankfully, there are many tools available to test individual web pages and get a breakdown of what is causing a slow load time.

Common causes of slow load times:

DNS issues – The web browser is looking up DNS information
SSL connection-The web browser is performing a SSL handshake
Slow server responses-The web browser is waiting for data from the server
Receiving issues-The web browser is receiving data from the server
Connections-The web browser is connecting to the server
Send-The web browser is sending data to the server

Mobile Load Times Are No Less Important

According to a survey by Trilibis, out of the 155 responsively designed websites that the company surveyed, 69% of the sites took an unacceptably long time to load, (more than 8 seconds) and just 21 % (1 in 5 sites) took less than 4 seconds to load, which is deemed acceptable. Testing both desktop performance and mobile performance is an absolute most.

To ignore the load speed of your website is a documented business killer and the search engines will punish you for it. This isn’t a risk worth taking. Site speed is a solvable problem.  Find out what’s slowing you down and fix it.  Your site visitors will thank you for it.

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