More Proof Slow Sites Stink
A new study from Limelight Networks is proving something that most Web professionals have known for a while – poor performing websites have a significant impact on a business’s success.
The content delivery network unveiled its first annual State of the User Experience Report, which is based on data collected from 1,115 U.S. consumers who spend more than five hours online a week outside of work. The study’s results reveal that website performance has a direct impact on revenue, with 52 percent of respondents indicating that a high-performing website (streaming with no buffering, quick loading pages, etc.) is the most important expectation of their digital experience.
It is also important to note that 60 percent of the respondents say that they aren’t willing to wait more than five seconds for a webpage to load before becoming frustrated and leaving the site, while more than 30 percent of respondents will leave a slow site and purchase the product from a competitor.
The study also shed light on consumer experiences on mobile devices, with the data finding that more than 50 percent of respondents typically use a smartphone or tablet to access websites. With most consumers leveraging mobile devices to surf the Web, it isn’t a surprise that they have high expectations of the mobile Web. In fact, more than 40 percent of respondents expect websites to be just as fast on mobile devices as they are on desktops.
That said, the biggest surprise of the study took a look at website personalization. Despite personalization being a big trend in the tech space, the data shows that almost 40 percent of respondents say that they don’t want a website to remember them from previous visits.
“With the advent of faster networks, better devices and more choices for consumers online, there’s little room for slow or sluggish website performance,” said Jason Thibeault, senior director of marketing strategy at Limelight Networks. “Creating a great digital experience for your audience is hard. Performance is at the core of success for online businesses and should be a top priority. This survey clearly demonstrates the lost opportunity for poorly performing sites and the long-term impact that may have on their business.”