Did you know that 86% of women between 18 and 24 admit they’re less likely to buy something when a webpage is slow to load?
It’s a clear sign of how long waits (more than 3 seconds) can take a chunk out of your bottom line. But it’s also kinda intuitive, right?
Turns out, not necessarily:
19% of marketers don’t think that load times have an influence on their conversion rates.
It’s not so intuitive after all.
Unbounce recently released a Page Speed Report For Marketers full of insights about what consumers and marketers are thinking and doing about page performance in 2019. (Executive summary: fix page speed now, everything else later.)
You can jump right into the full report here, or keep reading for the main findings.
Nearly 70% of people admit that page speed influences their likeliness to buy.
Millennials may be among the least patient when it comes to shopping online, but across the board, consumers said that unexpected delays can have a significant impact on their desire to buy something from you. Check it out:
If your landing page is too slow, almost half your potential visitors admit they’re less likely to make a purchase, and a third say they’re less likely to come back to your site. (Even worse, another question revealed that a quarter of them will hit a competitor’s site instead.)
“” Few things can have a faster positive impact on everything you do than page load speed.
And few things can hurt an otherwise stellar campaign more than being too slow. Considering you’re likely paying for all that traffic, you can’t afford a page speed exodus.
But the thing is…
Marketers get that page speed is a priority. It’s just not their priority.
As part of the report, Unbounce asked more than 700 digital marketers what they thought an acceptable mobile load time might be. The answers were surprising. Their median answer of 2.8 seconds is actually faster than Google’s recommendation of 5 seconds on a 3G connection.
What’s surprising, though, is that when it comes to speed, the report shows most marketers just aren’t committed to making improvements.
Whether it’s A/B testing or designing an incredible looking experience, they’ve got other things to do. You can’t blame ‘em, but it’s quite a problem. If your pages load slowly, you’re cutting off a significant portion of your possible audience and shrinking your conversions. Quality Scores in Google Ads can also plummet, leading to fewer impressions for more money overall.
Here’s why page speed often sits at the bottom of a marketer’s to-do list.
Page speed falls into a twilight zone between technical SEO and content, so it gets missed a lot for two reasons:
1. The Blame Game. Developers can blame designers and content kids for slow pages (Too many big assets!) and the designers can always blame the developers (Code bloat! Slow servers!). So everyone has deniability. Everyone is responsible. So who owns it?
What else can you learn about page speed?
The 2019 Page Speed Report For Marketers answers a whole lot more questions, like:
- Who’s more patient—Android or iOS users?
- What forms of media will people give up if it means faster landing pages?
- What else did marketers say about their speed improvement efforts?
- How much do they know about Accelerated Mobile Pages (AMP)?
- And a lot more…
The report is quite comprehensive and nice folks at Unbounce decided that it’s important enough to have it accessible to everybody, even without giving an email or registering.
PS. With all the companies I’ve worked with, they always agreed that speed is important. Every one of them. Yet, hardly any of them did anything about it. Just like the marketers who know it’s a priority, just not their priority.