Impact of slow page load time on website performance

The real cost

Impact on user attitude and behaviour

  • 47% expect a page to load in 2 seconds of less. 4
  • 40% of users will abandon a webpage if it takes more than 3 seconds to load. 4
  • A 1 second delay (or 3 seconds of waiting) decreases customer satisfaction by 16%. 4
  • 79% of shoppers who are a dissatisfied with website performance are less likely to buy from same site again. 4, 5
  • 52% of online shoppers state that quick page loading is important to their site loyalty. 4, 5

Impact on Revenue / Sales

  • 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. 7
  • 1 second of load lag time would cost Amazon $1.6 billion in sales per year” 1

Impact on Conversion

  • Optimal conversion is achieved at 2 seconds 7
  • 1-second delay in page response can result in 7% reduction in conversion3
  • 4-second page takes more than a -40% hit.8
  • 6-second page takes a -50% hit.8

Impact on Page Abandonment

  • Slow page load time dramatically increases page abandonment rate 7
  • 4-second delay in page response results in 25% abandonment rate 3
  • 10-second delay will often make users leave a site immediately. 7

Case Study: Walmart

Walmart’s Conversion Problem:

  • Walmart saw a sharp decline in conversion rate as average site load tie increases 1 to 4 seconds3
  • Overall average site load time was lower for converted population (3.22 seconds than non-converted population 6.03 seconds.) 3

Improvements & Results:

  • For every 1 second of improvement they experienced up to a 2% increase in conversions. 3
  • For every 100 ms of improvement, they grew incremental revenue by up to 1%. 3
  • Walmart also noted significant SEO benefits for entry pages and reduced bounces 9

Article References




User Experience Researcher | Travel | Outdoor Adventure

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Viki Green

Viki Green

User Experience Researcher | Travel | Outdoor Adventure

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