It's worth starting to think about how page loads affect sales and conversions by explaining the concept itself. What is the page speed?
This is a factor that determines the loading time of a web page. This is usually the time measured from the moment the website address is entered until it is fully loaded. This time can also be measured from the moment a request is sent to the server until the first byte of data is received.
Page Speed - How does it affect online sales and conversions?
In fact. Dot.
And I could stop there, but I feel obligated to back up my claim with evidence. And there is no shortage of them on the Internet and in the annual e-commerce statistics. Page load time has been the subject of research for (at least) ten years now, with Google stating that it is one of the factors influencing a page's position in search results. So what do the numbers say?
A load time of 0 to 4 seconds is best for conversion rates;
The first 5 seconds of a page load have the biggest impact on conversion rates;
The conversion rate of the page decreases by an average of 4.42% for every additional second of load (between seconds 0-5);
Your site's conversion rate drops by an average of 2.11% for every additional second of loading time (between seconds 0-9);
When pages load in less than 1 second, the average conversion rate is almost 32%;
With a page load time of 1 second, the conversion rate drops to 20%;
After 2 seconds, the conversion rate starts to drop to 12-13% and reaches its lowest level after 5 seconds of loading.
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Slow page loading - is it a big problem?
These statistics have a significant impact on both consumer relations and sales.
70% of Internet users say that website speed affects their willingness to buy;
more than 45% admit that they are less willing to shop in an e-shop if the website does not open as quickly as they expect;
A two-second delay in page load speed can increase bounce rates by 103%;
Reducing load time by 0.1s can increase conversion rate by 8%;
77% of mobile consumers say they shop more often on mobile sites that allow them to shop quickly;
Retail stores experienced a 9.2% increase in average order value when load times were reduced by one-tenth of a second;
A 100ms slower site load can reduce conversion rates by 7%.
What else happens when your website loads slowly? Let's assume that the customer somehow found the website. And it charges and charges. Overstimulated and spoiled by the immediate nature of the Internet, the customer gives up.
Naturally, they spend much less time viewing your content and are less likely to convert. Statistics are skyrocketing, sales are down, website traffic is down.
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