Increase your WordPress speed even by one second could have a major impact on conversions.
Google studies shown web suffer 20% drop in traffic because of just an extra half (0.05) seconds in load time. So website load speed seriously affects your SEO
Page load speed is highly important factor, research shows that a page load speed can impact heavily on search engine optimization, engagement, brand advocacy and conversion levels.
79% online buyers who are a dissatisfied with website performance are less likely to buy from same site again. 52% state that quick page loading is important to their site loyalty.
If your web making $100,000 per day, a 1 second delay could potentially cost you $2.5 million in lost sales as costed Amazon $1.6 billion in sales per year.
Walmart’s Conversion Problem:
Walmart report shows a sharp decline in conversion rate as average site load tie increases 1 to 4 seconds. Overall average site load time was lower for converted population (3.22 seconds than non-converted population 6.03 seconds.)
Improvements & Results:
For every 1 second of improvement Walmart experienced up to a 2% increase in conversions. For every 100 ms of improvement, they grew incremental revenue by up to 1%. Walmart also noted significant SEO benefits for entry pages and reduced bounces.
How fast does my website need to be?
How long are you willing to wait for a webpage to load? Five seconds? Two seconds? In milliseconds?
Here’s the truth in numbers:
47% of consumers expect a web page to load in two seconds or less.
40% of people abandon a website that takes more than three seconds to load.
79% of shoppers who are dissatisfied with website performance are less likely to buy from the same site again (and 44% also tell their friends about bad online experiences)
A one-second delay in page response can result in a 7% reduction in conversions.
There are two often quoted studies that further point out—through clear empirical evidence from major websites—the stark impact a slow-loading website can have on a business’s online success.
The first comes from Google. After users agreed they would like 30 results per search page instead of the usual 10 results, Google ran a trial.
The impact of the larger pages on load time was about half a second. Not much, you might think. But those pages showed a clear drop in traffic by 20%. That’s right, a fifth of users weren’t willing to wait an extra half second.
In the fourth quarter of 2016 Amazon earned nearly $44 billion (USD). As a crude sum, slow-loading webpages running a tenth of a second slower than normal would cost Amazon nearly half a billion dollars in three months.
Speed is a key factor in many metrics
In April 2010, Google introduced a new ranking signal called ‘Page Speed’. As an aside, it’s worth noting that in 2016, this metric was tweaked to focus on the loading time of mobile websites as part of the shift towards a more mobile-friendly algorithm.
Page Speed is thought to impact less than 1% of searches. And while 1% can be significant (I refer you back to Amazon’s earnings above), when it comes to analytics, Page Speed is not a major direct contributor to your SEO ranking.
However, indirectly a slow-loading website can have a huge SEO impact.
The speed of your website underpins almost every other metric. We’ve already seen how nearly half of consumers bounce off a slow-loading webpage within two seconds and how 79% are unlikely to return. Then your Page Views take a hit (who’s going to persist being frustrated with one slow-loading webpage after another?) and so on.
And with decreased Bounce Rate, Page Views and other user experience metrics, down goes your search ranking. With a lower position on SERPs, down goes the number of people clicking through to your website and, as we’ve seen above, a hit on your conversion rate. And…well, you get the picture.
The point is, you can get your messaging, branding and content just right, but if it takes too long to appear on your visitors’ screens, all that good work is unnecessarily compromised.