Zach Kamphuis 4 minNov 13, 2019
We live in an instant and impatient world. Entertainment, information, retail - no industry is safe from the growing impatience of the modern consumer. Customer demands for convenience and speed are why you can pre-order your coffee at Starbucks, use self check-out at the grocery store, pay extra for overnight delivery, and use a fastpass at Disneyland. This impatience is also the reason why half of your site’s visitors may not be making it to your landing page.
53% of all mobile site visits leave a page that doesn’t load in 3 seconds. If your website is not fast, you are losing sales - shoppers will abandon their cart, switch to a competitor, and likely will not return.
53% of all mobile site visits leave a page that doesn’t load in 3 seconds.
How fast your site loads is extremely important:
When it comes to online speed - seconds are everything.
Websites that take 5 seconds to load experience 38% fewer conversions versus their faster competitors.
Websites that can load within 3 seconds experience 22% fewer conversions when compared to sites that load in one.
A mere one second delay in mobile page load time leads to a 7% loss in conversion.
What kind of impact would a 7% increase in conversion have on your ecom sales?
On the surface, these stats may seem unbelievable or extreme, but they are in fact true and a reflection of how impatient we’ve become as a society. Think about how many accidents are caused by drivers trying to shave seconds off of their commute. Think about how short the modern consumer’s attention span is. During the Emetry Wine Industry Data Summit last week, Ken Burbary, Chief Strategy Officer at Emetry, outlined how the average human’s attention span has dropped from 12 to 8 seconds from 2000 to 2013, and it’s probably even lower today. Seconds matter! If I visit your site and it takes me 5 to 10 seconds to change pages or navigate around, it’s very likely I will:
Wineries that recognize and capitalize on their consumer’s impatience have a lot to gain. On average - ecommerce websites that can cut 3 seconds off their load time see an increase in overall revenue from 7-12%!
To see how your site ranks in terms of speed, and how you can improve - I suggest trying the Lighthouse audit tool built into Google Chrome. This audit will outline what kind of experience consumers are having while shopping on your website, and will offer tips on how to increase your speed.
To use the tool:
After your audit - Google will recommend specific “opportunities” for speeding up your site. Have your designer execute on these opportunities and you’ll be on your way to a higher conversion rate.
While our performance is in the green it looks like we have some work to do ourselves.
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