Why Is Page Speed Is Critical? How to Test and Improve Yours » Martech Zone

Most sites lose about half of their visitors due to slow page speed. In fact, the average desktop web page bounce rate is 42%, the average mobile web page bounce rate is 58%, and the average post-click landing page bounce rate ranges from 60 to 90%. Not flattering numbers by any means, especially considering mobile usage continues to grow and it’s getting harder by the day to attract and keep consumer attention.

According to Google, the average page load time for the top landing pagesis still a sluggish 12.8 seconds. This includes places where mobile internet access is prevalent and 4G speeds are some of the highest worldwide. 

That average page speed is way too long, considering 53% of users abandon pages after only 3 seconds — and it only gets worse from there:

Page Speed and Bounce Rates

What is a good page load speed, then? Near-instant

Fortunately, there’s a solution. Before we get to that though, let’s uncover more about the importance of page speed.

Why Page Speed Matters

eMarketer shows that in 2019 global digital ad spending will surpass $316 billion and only looks to increase for the foreseeable future:

Digital Ad Spending from 2017 to 2022

Clearly, brands are spending huge amounts on ads and expecting to get the most out of their budget. But, when people click an ad — and the post-click landing page fails to load instantly — they likely click back within a few seconds, and consequently, advertisers’ budget is wasted.

The cost implications of page speed are enormous and you should absolutely make page speed a priority moving forward. Here are a few metrics and points to consider as you evaluate your own digital advertising campaigns:

Quality Scores

Not only do slow page loads frustrate users, but it also causes Quality Scores to suffer. Since Quality Score is directly related to your ad rank, and ultimately what you could pay for each click, a slow-loading page naturally reduces scores.

Conversion Rates

If fewer people are sticking around waiting for your page to load, fewer people are getting the chance to convert. They’re abandoning your page before even seeing your offer, benefits, call-to-action, etc.

In retail, for example, even a one-second delay in mobile load times can impact conversion…

Read the rest.

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