Your Site Speed is Killing Your Conversion Rate

SmarterLabs_
Sep 7 · 3 min read

The average goldfish has an attention span of nine seconds.

The average human in 2020 has an attention span of eight seconds.

Knowing that, I’m truly surprised any of you made it past those first two sentences. But if you did, let’s talk about how these dwindling attention spans are currently your greatest weakness, and how we can turn it into your greatest competitive strength.

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Site speed walks hand-in-hand with conversion time.

We define a conversion as when a consumer does what a website was designed to urge them to do. If we built a website with the primary purpose of selling giant rubber duckies, a user would “convert” when they checked out and purchased a duckie. If the business model was dealer based, we might define a conversion as when the user inputs their email and zipcode for lead generation so that their local rubber duckie dealer can follow up.

Long story short:

Slower load times = lower conversion rates.

Faster load times = higher conversion rates.

A one-second delay in load time can reduce your conversions by 7%. So, if your website is bringing in $100,000 in sales per day, that measly second could be costing you $7,000 a day. That’s a lot of rubber duckies.

Retail giants like Amazon, Walmart, and Target have all reported how slowdowns in the milliseconds have lowered their conversion rates and cost them millions in eCommerce sales. Walmart found that for every one second improvement in page load time, conversions increased by 2%. According to 2018 research by Google, 53% of mobile users leave a site that takes longer than three seconds to load.

Customers are not patient and they are not forgiving. If your site is slow, you will lose out on sales. Nearly 70% of consumers say that page speed impacts their willingness to buy from an online retailer, and 79% of customers who experience performance issues on your website are less likely to buy from you again.

Depending on a server to render your site every time a user interacts with it, doesn’t just increase your load times, it also leads to expensive hosting, and the potential for the site to not scale, and drop users/crash during peak times and product launches.

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Hard truths: With your existing tech stack, you may not be able to increase your page speed. Because of this, we shy away from big, monolithic do-everything solutions and prefer to build modular, more forward-thinking solutions that can integrate and be integrated into most anything. We opt instead for headless and serverless solutions that load close to instant, have no down time (even when 10x the traffic is hitting) and can integrate with whatever order entry system you are using. The good news is that we build solutions where you can have the best of both worlds. Speed AND Structure. Cheaper AND Faster.

Let’s test your speed.

You’ve likely never considered site speed in your own website as much as you have as a consumer, so all this information may be new to you. Luckily, there are tools to help you see where you are, like this one and this one.

Or, we can do all of that work for you, and more. Just give us a shout. Only if that page doesn’t take longer than three seconds to load, though.

SmarterLabs_

Work Smarter not Harder

SmarterLabs_

Written by

SmarterLabs_

We’re a team of experienced trend-making, mold-breaking, doers who are obsessed with crafting meaningful experiences and telling stories that elevate brands. Breathe easy. We’re here to help. Visit us at SmarterLabs.com for more info.

SmarterLabs_

Written by

SmarterLabs_

We’re a team of experienced trend-making, mold-breaking, doers who are obsessed with crafting meaningful experiences and telling stories that elevate brands. Breathe easy. We’re here to help. Visit us at SmarterLabs.com for more info.

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