How does site speed affect conversion rates?

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47% of customers expect a webpage to load in 2 seconds or less, according to skilled.co.

Website performance has a large, measurable effect on conversion rates. Studies have consistently shown that fast page speed will result in a better conversion rate. In other words, the quicker a webpage loads, the more likely a user is to perform the targeted action on that webpage.

page load time conversion rates

How quickly should a webpage load? 47% of customers expect a webpage to load in 2 seconds or less, according to skilled.co. Also per skilled.co, testing by AI healthcare software company mPulse Mobile found that:

  • Pages that loaded in 2.4 seconds had a 1.9% conversion rate
  • At 3.3 seconds, conversion rate was 1.5%
  • At 4.2 seconds, conversion rate was less than 1%
  • At 5.7+ seconds, conversion rate was 0.6%

 

Other companies have experienced similar results:

Walmart found that for every 1 second improvement in page load time, conversions increased by 2%
COOK increased conversions by 7% by reducing page load time by 0.85 seconds
Mobify found that each 100ms improvement in their homepage’s load time resulted in a 1.11% increase in conversion


These seemingly small increases in conversion have a huge impact on how much revenue a site generates. If an e-commerce site produces 10 million dollars in sales per year, and if the conversion rate increases by 2% after the website’s load time improves by a second (as in the Walmart case study), that’s a $200,000 increase in revenue.

What other factors besides page performance affect conversion rate?

Conversion rate is also affected by page design, page layout, the text and images on the page, and so on. If it’s not clear to a page visitor what action they should take next, or if too many options are presented, they may bounce from the page. Independent of all these issues, website speed optimization should improve conversion rates even if the page still has other areas that need to be optimized.

Website speed, SEO, and conversion rate

Page speed affects both conversion rate and SEO. Thus, improving it can help increase both total traffic and the conversion rate for a page. Leapjuice speeds up website performance in order to help companies and website operators maximize the number of converting page visitors.

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