Your Site Has 4 3 Seconds To Load Or I Am Leaving

Big hat tip to Thomas Cott for linking to an article about how quickly people will abandon a webpage if it is loading slowly.  The title tells pretty much everything you need to know about the problem – Slow pages hurt conversions, but marketers aren’t in a hurry to fix them.  (my emphasis below)

[Unbounce] then conducted two parallel surveys of consumers and marketers to understand their respective attitudes toward page speed. Nearly 75 percent of consumers surveyed said they’d wait four or more seconds for a mobile site to load. However, Google data show that most people abandon sites after three seconds if content hasn’t loaded.

The majority of survey respondents indicated that slow-loading sites would negatively affect their willingness to buy and even return to the particular site. Surprisingly, women were more impatient than men in this regard.

Interestingly a majority of consumers said they wanted faster-loading sites even it meant giving up animations, video and images. The good news for brands and publishers is that most consumers were more inclined to blame their ISP (50.5 percent) than the site itself (34.2 percent).

Even though people were willing to blame their ISP over the site, that is no reason to think you can get by. Over 1/3 of respondents blamed the site itself. People are experienced enough to have a good sense where the blame lay.

Among the top suggestions for solving this issue are optimizing image and video size; improving caching and hosting and running speed tests.

If you are at a loss for where to even start to learn how to do these things–ArtsHacker has a whole series devoted to this. The impetus for this was anticipated slow downs due to net neutrality rulings by the FCC so there are a number of strategies in that series that you can use. You will definitely find pieces on image compression, speed tests, database optimization and minimizing the impact of page requests.

Granted, some of these procedures should not be undertaken if you are inexperienced working under the hood of your website. By the same token, if you don’t know much about how website traffic works, the articles can give you new information and a better sense of what things contribute to slow downs on your website.

 

Something I am curious about that is tangentially related is how quickly people will abandon a video if an ad they can’t quickly skip starts playing. This doesn’t usually impact videos embedded as performance samples in website that I have seen, but there have been a number of times I decided I wasn’t interested enough in a news piece to wait for an ad to finish.  I suspect I am more patient with those ads than most so it makes me wonder about the long term viability of those ads. Especially as YouTube seems to be getting increasingly insistent in their offers to sign up for their paid service.

About Joe Patti

I have been writing Butts in the Seats (BitS) on topics of arts and cultural administration since 2004 (yikes!). Given the ever evolving concerns facing the sector, I have yet to exhaust the available subject matter. In addition to BitS, I am a founding contributor to the ArtsHacker (artshacker.com) website where I focus on topics related to boards, law, governance, policy and practice.

I am also an evangelist for the effort to Build Public Will For Arts and Culture being helmed by Arts Midwest and the Metropolitan Group. (http://www.creatingconnection.org/about/)

I am currently the Director of the Grand Opera House in Macon, GA.

Among the things I am most proud are having produced an opera in the Hawaiian language and a dance drama about Hawaii's snow goddess Poli'ahu while working as a Theater Manager in Hawaii. Though there are many more highlights than there is space here to list.

CONNECT WITH JOE


Subscribe via Email

Enter your email address to subscribe to Butts In The Seats and receive notifications of new posts by email.

Thank you for subscribing.

Something went wrong.

1 thought on “Your Site Has <strike> 4</strike> 3 Seconds To Load Or I Am Leaving”

  1. If a web site starts a video without my requesting it, I leave immediately. I get very, very irritated with web sites that take more than 1 second to load. I’m a reader—I want the words, which take almost no bandwidth. All the CRAP that the web developers add is for the benefit of their advertisers, not their readers. (Have you see how loaded with programming crap the Google sites have gotten?)

Leave a Comment

Send this to a friend