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Slow Speed Erodes Trust in Digital Brands

Posted on 8.24.2015

How long does your website take to load? The answer will vary, obviously, depending on a wide range of factors but one thing is certain - the more time it takes, the more damage it does (and not just to user experience and conversions, but to the trust in the brand as well).

Neustar just announced findings from a report (performed in collaboration with the Ponemon Institute) that aims to explain the factors that build or erode trust in brand's digital presence and affirms that trust (as if you didn't know) is earned as a direct result of experience.


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The three main reasons for distrusting brands, according to the Neustar survey, are 1) inaccurate content (91 percent), website downtime (88 percent) and overly simple identify and authentication procedures.

The issue of downtime/availability is arguably the most disconcerting however; if users can't access a website, the accuracy of content and strength of security does not much matter.

Some related highlights from the study include:

+ 78 percent worry about a company’s security when website performance is sluggish
+ 69 percent of respondents have left a website due to security concerns
+ 67 percent of consumers lose trust in a brand when the website takes too long to load

Is there anything that Web professionals can do if there page speeds are low? Of course, and Website Magazine has written extensively on the topic. Below you'll find several useful articles about load times and

+ Five Tools to Measure Website Response Time
+ Mobile Load Times for Responsive Sites Unacceptable
+ Page Load Times Slow; Are CDNs to Blame?
+ End Slow Load Times with Snow IO
+ Site Speed as a Ranking Signal

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