A study by Portent found that a website’s conversion rate can be highly influenced by a page’s load time. According to research, a site that loads in 1 second has a conversion rate three times higher than a site that loads in 5 seconds. The difference between other slower loading sites is even greater when compared to the fast response site: the one that loads in 1 second has a conversion rate 5 times higher than another that loads in 10 seconds.
When focused only on e-commerce pages, which correspond to e-commerce and direct sales, the study also found that a website that loads completely in 1 second has an e-commerce conversion rate 2.5 times higher than that of a website that loads in 5 seconds.
This type of metric was also noted by a report by KissMetrics. According to the index, loading time directly influences purchasing behavior, because when the site takes more than 3 seconds to load, in 40% of cases the consumer abandons the page.
For Jorge Geras, CEO of the Sinnapse agency, terms such as UX / UI / SEO / CRO, which correspond to customer success practices, emerge with force to make performance part of the visitor’s experience. “We need to better understand the digital transformation in consumer behavior, whether B2C or B2B. Websites are digital showcases that need to be compatible with the expectations of potential customers”, comments Geras.
E-commerces see the impact of page loading
Over the years, different studies and tests have been carried out showing the impact of website performance on results. According to statistics raised by Amazon, every 100 milliseconds cost a 1% loss in sales. This behavior was also observed by Walmart, in the Walmart pagespeed internal survey, where it found that 1 second less in loading time meant 2% more conversions, and 100 milliseconds less resulted in 1% more billing.
One of the ways of relating loading time to conversion into sales is through the LCP (Largest Contentful Paint), which corresponds to the time it takes for the main content of a page to load and for the user to effectively gain access to all of it. the page content. According to research carried out by Vodafone, in March 2021, a 31% improvement in LCP led to 8% growth in sales.
Despite this positive scenario and the direct impact on sales, page performance issues are still a common issue among websites. The Website Performance Study, prepared by Semrush, verified that 82% of the analyzed websites have problems that significantly affect their performance. 44% of them had critical issues. “In addition to taking care of the brand, companies need to pay special attention to their websites, which have become the great showroom, both for B2C and B2B models”, notes Geras.
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