Why Does Slow Website Load Time Impact User Experience and Sales?

01/11/2023 By Ghia Marnewick Reading Time: 5 Minutes

Website load time is the interval between a user clicking on a website link or entering a URL and the complete loading of that page on their device. It might sound technical and mundane, but in the fast-paced world of the Internet, every second counts. Here's why.

Impatience is real! A delay of just 1 second in page response can lead to a 7% reduction in conversions.
If a site takes more than 3 seconds to load, over 53% of visits are abandoned.
Slow website speed could potentially cost large e-commerce sites millions in lost sales. For instance, Amazon found that for every 100ms increase in load time, there was a 1% decrease in sales.

As the stats underline, the importance of website load time isn't merely about technical optimisation. It's directly linked to user satisfaction, engagement, and revenue. So, let’s explore website speed optimisation and the impact of website load time in further detail.

Understanding website load time

Website load time refers to the duration it takes for all the elements of a webpage - be it images, scripts, CSS, or other components - to be downloaded from the server and displayed on the user's browser.

The impact of load time on user experience

Whether it's streaming a video, downloading a document, or browsing a website, any form of delay can make users feel that their time is being wasted.

Let’s delve into website load time importance from a user experience point-of-view:

First impressions matter

A poor load time can make a business appear unprofessional or outdated. Remember, users form their first impression in mere seconds. A sluggish start doesn't bode well.

Attention spans are short

With so much content vying for users' attention online, if your site doesn’t capture their interest immediately, they're likely to move on.

User frustration

Nothing is more frustrating than a website that constantly freezes, lags, or takes forever to load. A poor load time can turn an exciting online shopping experience into a nightmare.

Affects accessibility

Slow load times, especially on mobile devices, can make it difficult for users with limited technology or slower internet connections to access your site.

Navigation and interactivity

Users want to move between pages quickly. If each click leads to a waiting period, the seamless flow of browsing is broken, leading to a disjointed experience.

In essence, a good load time is fundamental for providing an optimal user experience. It ensures users can access and interact with content efficiently, leading to longer site visits and higher engagement rates.

How load time affects sales and revenue

Beyond just user experience, website load time has a tangible impact on your bottom line. Let's explore the impact of load time on sales:

Reduced conversion rates

Potential customers can easily get turned off by a slow website, leading to abandoned carts and decreased sales.

Diminished brand reputation

Slow websites don’t just frustrate users; they harm your brand's reputation. Over time, this can translate to reduced customer loyalty and trust.

Lowered search engine ranking

Google considers website speed as a ranking factor. Slow load times can lower your site's search engine visibility, leading to decreased organic traffic.

Increased bounce rate

If a site takes too long to load, users might exit even before the content becomes visible. High bounce rates can also impact your website's search engine rankings negatively.

Missed marketing opportunities

Slow loading times can particularly affect timed promotions or flash sales. If your site is sluggish, users might miss out on limited-time offers, directly impacting sales.

Ad revenue impact

For websites that rely on ad revenue, slower load times mean fewer ad impressions. This leads to decreased revenue.

By optimising load time, businesses not only enhance the user experience but also ensure that they capitalise on every opportunity to convert visitors into customers.

Factors influencing website load time

Website load time isn't influenced by a single factor; it's the accumulative result of several components working together (or against each other).

Here are the top influencers to keep in mind:

Web hosting - A shared hosting can affect your website speed. Dedicated hosting or cloud solutions generally provide faster and more reliable speeds.
Large images or media - High-resolution images, videos, and graphics, while visually appealing, can be heavy and affect load time.
Unoptimised code - Bloated or unnecessary code, including spaces, line breaks, and inline stylings, can slow down a website. A digital design agency can help you to eradicate this.
Too many ads - While ads are a revenue source, excessive or poorly optimised advertisements can make a site heavy and slow.
External embedded media - Reliance on external sources for content can slow down your website, especially if those sources are slow themselves.
The number of HTTP requests - Sites with many elements – images, scripts, stylesheets – make more HTTP requests, affecting load time.
Not using browser caching - This means your visitors have to load your site from scratch every time they visit, slowing things down.
Not using a Content Distribution Network (CDN) - CDNs can distribute the load, preserving bandwidth and giving users quicker access.
Too many plugins - Especially common with CMS platforms like WordPress, some plugins can slow down websites significantly.
Themes and templates - Some highly visual themes contain a lot of scripts and high-res images that can cause slower loading times.

How to optimise website load time?

Choose the right hosting solution - Consider upgrading to a dedicated host or a cloud-based solution to ensure a good load time.
Optimise images - Use image compression tools or formats like WebP to reduce image file sizes without compromising quality.
Minimise HTTP requests - Combine CSS/JavaScript files and use CSS sprites to reduce the number of requests.
Enable compression - Use tools like Gzip to reduce the size of your CSS, HTML, and JavaScript files.
Leverage browser caching - This ensures returning visitors can load your site faster.
Implement a Content Distribution Network (CDN) - Distribute your content across a network of servers, ensuring faster access for users globally.
Reduce external scripts and plugins - Only use necessary plugins and external scripts. Regularly audit and remove any that are unnecessary.
Minify and combine files - This reduces the size of each file and the total number of files.
Prioritise above-the-fold content - Use lazy loading, which ensures only the content visible to the user is loaded first.
Regular monitoring and testing - Use tools mentioned earlier, like Google PageSpeed Insights or Pingdom, to regularly check your site's speed and make necessary adjustments.

Optimising website load time is an ongoing process. As technology and eCommerce website design trends evolve, staying proactive in optimisation efforts ensures your site stays fast, functional, and user-friendly.

Tools to measure and enhance website load time

Navigating the complex waters of website optimisation can seem daunting, but luckily, there are numerous tools available to both measure and enhance website load times:

Google PageSpeed Insights - This tool offers invaluable insights into how well a site performs on the Chrome UX Report and offers detailed optimisation suggestions.
Pingdom - With its easy-to-use interface, it provides a granular look at individual content load times, helping pinpoint bottlenecks.
GTmetrix - Analysing both speed and optimisation, GTmetrix offers a comprehensive view of a website's performance, complete with actionable recommendations.

Remember, regular monitoring and fine-tuning, with the help of these tools, can keep your website running smoothly and efficiently.

A success story: How we helped our client boost conversions with faster load times

We recently worked on a website for Bodilson, which involved creating a beautiful yet functional and fast website. Through strategic enhancements and optimisations, the brand saw a dramatic improvement in its load times. This didn't just enhance the user experience but also contributed to a noticeable uptick in conversions and sales. It's a testament to how technical improvements, when combined with aesthetic brilliance, can drive tangible business outcomes.

Mistakes to avoid when optimising website load time

Optimising website load time is crucial, but it's easy to make missteps along the way. Here are some common pitfalls:

Not setting clear goals - Before diving into optimisations, establish clear, measurable objectives.
Overlooking mobile - In today's mobile-first era, neglecting mobile optimisation is a grave error.
Ignoring redirects - Too many redirects can seriously hamper load time.
Focusing only on the homepage - All pages, especially landing pages and checkout processes, must be optimised.

Avoiding these mistakes ensures a more comprehensive and effective optimisation strategy.

The future of website load time and its impact on conversions

As Internet speeds get faster and user expectations rise, the future of website load time is headed towards near-instantaneous loading. With the emergence of 5G and advancements in web technologies, load times will further shrink. But this also means that user patience will wane even more. The direct correlation between load time and conversions will become even more pronounced, making it paramount for businesses to stay ahead in the game.

Make sure a slow website doesn’t harm your bottom line

In the rapidly evolving digital landscape, website speed can't be an afterthought. It's a critical factor influencing user experience and conversions. By keeping the recommendations presented above in mind, you can offer your users a seamless browsing experience while maximising your online revenue potential.