Nowadays people’s attention span is shorter than that of a goldfish (which is by the way already as low as 9 seconds)
Indeed, a Microsoft study from 2015 shows that the average human’s attention span has fallen from 12 seconds in 2000 to 8 seconds. Click & Tweet!
This change in behaviour is mostly due to smartphones and their ever-increasing multi-tasking functionality. The study describes digital consumers as “better to identify what they want/ don’t want to engage with and need less to process and commit things to memory”.
Do you like to spend your time waiting?
Time is the most precious resource of our busy generation and nobody wants to waste it, do you?
This new behaviour has forced marketers to be more efficient. Indeed, if you don’t want to waste your budget, you better be there for your customers at the right time, with the right information but importantly BE QUICK.
As an individual’s attention span is limited, you don’t want to lose their focus before they have reached your website and engaged with your brand.
- 53% of mobile site visits are abandoned if pages take longer than 3 seconds to load. Click & Tweet! (Doubleclick)
- Ecommerce giant AliExpress said that reducing page load time by 36% led to a 10.5% increase in orders and a 27% increase in conversion rates for new customers
- Walmart.com found that for every 1 second of improvement they experienced up to a 2% conversion increase. (Webpeformancetoday.com)
- Google believes that 2 seconds is the threshold for eCommerce website acceptability. Google are even aiming for less than half second. (Google)
Improving page load time drive revenue and save money
Having a fast loading page will help you to improve your overall digital advertising performance as you are most of the time trying to drive users to your landing page.
Remember, 53% of users are likely to abandon a page if it takes longer than 3 seconds to load.
Page speed and Paid Search
As it’s clearly written in Google Adwords guidelines, Page load time is impacting your quality score and which is directly correlated to your cost per click.
Lower page load time = Lower cost-per-click = Better cost-per-acquisition
Page speed and SEO
Page load time has been one of the one hundred Google algorithm ranking factors since 2010 and became even more important with the mobile-friendly algorithm.
I hope I have convinced you that page speed really matters. Please, contact your account manager if you would like to start working on it.
Originally published on Starcom NZ blog