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Business Case

Faster websites are not just easier to use, they also increase your online sales, ad impressions, search ranking and much more! But don’t just take our word for it, check out this research from various industry leaders.


The Case for Fast Web Performance

Performance Affects Search Rank

In 2010 Google announced slow website performance would impact Search Ranking. In June of 2013, they expanded that announcement to reveal slow performing mobile websites would also begin impacting search ranking.

Improving your website performance should be a critical component of your search engine optimization strategy.

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Performance Affects Online Sales

In 2009, Forrester Research conducted a revealing that 47% of all consumers expect a page to load in 2 seconds or less. Furthermore, research by Amazon found that every 100 millisecond delay in page load time reduced their sales by 1%. In a similar study, Google and Microsoft Bing found that each 2 second delay in page load time reduced ad revenues by 4.3%.

Your users are expecting a fast experience. If they don’t get it, they may shop elsewhere.

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Performance Affects Conversion Rates

In testing conducted by Mozilla, it was found that decreasing page load time of the Firefox download page by 2.2 seconds increased Firefox downloads by 15.5%. As a result, Mozilla estimated an additional 60 million Firefox downloads per year have resulted solely from optimizing their website performance.

In the 2011 U.S. Presidential election campaign, the Obama for America site improved page load time from 5 seconds to 2 seconds. After conducting 240 A/B tests, the new site was shown to improve donation conversions by 14%, an increase of over $34 million.

In 2012, Intuit reduced their page load time from 15 seconds to 2 seconds. During that effort, they observed a 2% increase in conversions for every second reduced over 5 seconds and a 3% increase in conversions for every second reduced over 7 seconds!

By improving your performance, your visitors are more likely to engage, click your ads and become registered users.

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Performance Affects User Engagement

In a study by Aberdeen Group, Aberdeen found 25% of users will abandon a web application after just three seconds of delay. Akamai conducted similar research on travel websites, finding that 57% of visitors will abandon a travel website after waiting 4 seconds for pages to load.

By improving your performance, your visitors are more likely to engage, click your ads and become registered customers.


Performance Affects Operational Costs

Netflix reduced web traffic by 50% and increased site speed by 13-25% with a single performance optimization. Shopzilla was able to reduce its operational budget by 50% through performance optimization.

By reducing the size of your page content, you not only improve performance, but also dramatically reduce hosting and network infrastructure costs.

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Performance Affects Usability

A 2012 survey by the Aberdeen Group revealed that 51% of companies that are not doing website performance optimization had reported dissatisfaction about their web application’s usability. 45% of those companies also received complaints about their applications response time. Compare this with companies that are doing website performance optimization, which had 17% fewer complaints about response time, and a staggering 72% less dissatisfaction with web application usability.

Improving your website performance improves customer satisfaction and reduces customer support costs.

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Performance Starts at the Browser

Did you know 80-90% of end user response time is spent on the front end? Steve Souders, the lead Web Performance Engineer at Google, has done extensive research proving, on average, the large majority of performance bottlenecks your website users see is waiting for your CSS, images, and javascript to load and render.

While optimizing your web servers and database queries is always important, a well targetted performance strategy should always begin with front end. Try Zoompf’s Free Scan to see where you can start.

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