Show Me the Money: How Page Speed Impacts Your Bottom Line

October 17, 2017 Jack Vawdrey

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BrokenpiggybankwithcashandcoinsonwoodenbackgroundSlow website load times could be damaging your bottom line.

Many of us have heard the ubiquitous statistic that the average user on the web will abandon a page if it takes longer than three seconds to load. While perhaps a little generic (and maybe even a bit generous), this statistic is telling about the importance of being aware of the page load times on your website to protect your revenue streams.

Page speed affects your bottom line on multiple levels, specifically when it comes to user experience, user loyalty and your SEO performance.

Concerning UX design, faster page speed means a better user experience. The faster users can navigate through your site, the faster they will be able to locate the content most relevant to their needs.

Faster load times tend to benefit companies in terms of user loyalty as well. Users are more likely to return and buy from a website again if it loads quickly. Users are also more likely to recommend a website to a friend or colleague if they weren’t frustrated by how long a page took to load.

And what about SEO? Not only does Google take into account page load times to gauge site quality, but they also watch how load time affects other aspects of user experience. Slow load-times can result in pogo-sticking, which is when a user jumps back and forth between an SERP and a web page. Google interprets pogo-sticking as an indicator of low quality or a bad keyword match.

Monitoring page load time on desktop is highly important. And we haven’t even said anything about mobile yet (↓↓↓↓↓).

Currently more than half of overall web traffic comes from mobile, yet mobile conversion rates are still lower than conversion rates for desktop. This could be because mobile or responsive websites are over-bloated with slow-loading resources that should be reserved for desktop experiences.

According to Google’s latest research, the average time it takes to fully load a mobile landing page is 22 seconds. Nearly half a minute is an awful lot of time for a consumer to decide she’s not that interested in what you have to offer.

The research has been around for some time. So why do slow-loading pages still exist? While many businesses are becoming more aware that website speeds on desktop and mobile affect UX, user loyalty and SEO performance, they may not be fully aware of how it directly impacts bottom lines.

Learning how to monitor and track page speed on your site can be the first step towards understanding how page load time can affect your revenue streams.

At the upcoming Analytics Summit, Roopa Carpenter, Director of Optimization at Blast Analytics & Marketing, will discuss a method to monitor page speed and see how your website speed is truly affecting your bottom line.

Register for the 2017 Analytics Summit to hear Carpenter and 24 other noteworthy presenters’  insights on best practices, technology, data-driven techniques, and trends to watch for in 2018.

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Roopa Carpenter A picture of Roopa Carpenter

About the Author

Jack Vawdrey

A former student and present enthusiast of the humanities, Jack Vawdrey uses his love of language to explore the role of marketing and analytics technology in business. Jack joined the ObservePoint marketing team in August 2016 and serves as Managing Editor. Adamant about automation, Jack writes to educate the analytics and marketing community about the role of tag auditing and data governance in the enterprise.

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