A variety of factors affect your website conversion goals. One factor that is often overlooked is website loading times. You will need to understand the role load times play and take measures to reduce them.
Why are loading times so important? Here are a few benefits every should be aware of.
1) Decrease Website Bounce Rate
According to study in 2020, the average website loading time was 4.7 seconds on desktop and 11.4 seconds on mobile. However, this appears to be far too slow for modern Internet users.
An infographic from KissMetric found that high loading times significantly increased website bounce rates. Nearly 25% of visitors will leave a website that takes at least two seconds to load. Approximately 40% of visitors will leave a site that takes 10 seconds to load.
Obviously, a high bounce rate is the single biggest factor that can kill conversions. You can't possibly convert a customer that leaves your site before it even loads.
2) Improve SEO Rankings
Google has always rewarded websites with higher loading speeds and rank sites higher for providing a good user experience. Google’s current best practice is to have a speed index under 3 seconds. Also, search engine crawlers can access sites more easily if they load faster. As technology evolves, it will become unacceptable to have a slow loading website. According to an article by The Verge:
Google is experimenting with having a loading screen (splash screen) to warn Chrome users, or a loading progress bar that would appear green if the site is fast and, presumably, red if it’s slow. “We are building out speed badging in close collaboration with other teams exploring labelling the quality of experiences at Google,” explains the Chrome team. “We are being very mindful with our approach to setting the bar for what is considered a good user experience and hope to land on something that is practically achievable by all developers.”
3) Improve Customer Experience
A high bounce rate isn't the only drawback of a poor loading time. Even customers that remain on your site may hold it against you. They will have a poor perception of your brand and may leave your site before visiting any of your key landing pages.