Study: 10% Mobile Conversion Drop for Each Extra Second to Load Page
June 14, 2017 | Contributed by: Greg Sterling
Google has been pushing publishers and developers to increase page speed and teased the idea that it’s going to become a ranking factor. There’s also a good deal of consumer data arguing that consumers will abandon slow-loading mobile sites.
Now Duda has done a study of more than 4,000 of the websites to determine the impact of page-load time on conversions. As one might expect, speed matters. CEO Itai Sadan observed, “There is a substantial decrease in conversion of about 10% for every additional second it takes a site to load.”
He explains, “The data suggests is that sites with the fastest render starts (<1 sec) get nearly 50% more engagement actions than the sites in the slowest group (3-4 sec). As you can see from the data [below], there is roughly a 10% decrease in conversion rate for every additional second it takes a site to load.”
The chart above shows general mobile conversion rates decline the longer a site takes to load. Conversions are defined in multiple ways (Click-to-Call, Contact Form Submits, Map Clicks, Click-to-Email, Opentable Clicks, and Click-to-SMS).
However, isolating click-to-call, Duda found the pattern still held: there’s a decline in call rates for off for every additional second of page-load time.
The implications are clear: better speed things up. What’s not clear to me is how responsive sites perform vs. other types of dedicated mobile sites or landing pages. Does anyone have perspective on that issue?