It’s mostly common sense at this point, but a survey from Unbounce brought to light some interesting stats on how users feel about the loading speed of websites.
See the full report on this page on the Unbounce website.
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Last fall, the folks at Unbounce surveyed 750 consumers and 395 marketers to get their thoughts on how page load speed affects their behavior. The headline from their results is that 70% of consumers say that page speed impacts their willingness to buy from an online retailer.
They also have a handful of stats that show users don’t understand how impatient they are. Among other things, 3/4 claim they’ll wait 4 or more seconds before abandoning a page, but actual user behavior shows most people bounce after 3 seconds.
Included in the article is a quote from Andy Crestodina from Orbit Media that explains why this happens. He says “Web pages don’t have loading bars. So when a page is slow, the visitor doesn’t know if the delay will be another 500 milliseconds or 15 seconds. Maybe it will never load. And the back button is right there.”
The majority of visitors also say that they’d be willing to give up animations and videos if it meant sites would load more quickly. Unnecessary design elements that don’t serve a purpose might be worth cutting.
Thankfully, sort of, just over half of respondents blame their internet connection if a site fails to load, even if that wasn’t the culprit. That can help slow sites for now, a little bit, but over time it’s going to become easier to spot those troublesome sites.
The results of their survey go into much more detail, and I encourage you to check out the full write-up. We have a link to it in our show notes over at digitalcast.org.