It’s been two years since Google’s 2017 report on industry benchmarks, and we all know the damage: 53% of customers abandon a web page that hasn’t loaded in three seconds, almost no customers remain after 10 seconds, and the average mobile load time was a staggering 22 seconds. We’ve come a long way in two short years, with the average load time in 2018 being 15 seconds, and 2019 shaping up to be somewhere around 12.
That’s not the full picture, of course: when they calculate ‘average time’ they mean when the page is fully loaded: there’s a lot of packets that will make their way onto your screen later than expected, when the main content is fully-visible; many users will start interacting with your site when the content above the fold is ‘good enough’. Still, it’s no surprise that these numbers shook the industry. If you don’t pay attention to how fast your site loads, then you are losing clients, losing clickthroughs, losing conversions. God forbid you haven’t updated your site since 2017, which may as well be an aeon ago.
When you have a slow load time, your revenue now gets hit from two directions: users will bounce, and Google will push you into a corner where nobody can see you. How much is that going to hurt? Let’s talk numbers:
If your page takes more than 10 seconds to load above the fold, less people will click on the page’s links, and over half of those who do will leave before the next content loads. This leads to an overall drop in conversions, and a loss of revenue. We’re barely even talking about lost conversions at that point; can you call it a lost conversion if they never even loaded your site in the first place? And yet, only 3% of companies surveyed by Unbounce thought it was their biggest issue, while 33% focused on A/B testing. There’s a huge hole in the boat, but the captain’s #1 concern is figuring out how his sandwiches got soggy.
The word you want ringing in your head every day is elegance — you want a site that uses a little to do a lot. There’s an old editors’ rule: figure out how much you want, then cut 30%. It’s an approach that forces you to make hard decisions about the things you want versus the things you need. If you’re not considering your site design through this lens, you are hurting your bottom line. That animated background? It’s worth less than nothing if nobody ever gets to see it.
If you’re looking for somebody to help you out with mobile development and optimization, it couldn’t hurt to talk to CodeClouds. Our offshore development teams are reasonably-priced and reliable, and can help you to AMPlify your mobile pages and cut your load times right down. Get in touch with us today and find out how CodeClouds can help you.