Fast pages convert 2x better
Ian Lurie Mar 31 2011
My latest Search Engine Land column just went live:
29 ways to speed up your web site
It’s timely for me, because we just finished a review of page performance versus page speed, and found that everything—conversions, time on page, scroll depth—improves when a page loads faster.
That’s obvious. But the difference is amazing:
Pages that load in 3,000ms (3 seconds) or less converted 2x better than average.
Average page load time on Portent’s company site is 4,400ms (4.4 seconds)
So trimming 1.4 seconds off of page load time doubled conversion rates.
Doubled. Conversion. Rates.
Do you want to double your conversion rates? Speed up your site.
Note: This is preliminary research, run site-wide. Our next test will compare the same page before and after speed improvements.
Search Engine Land article: 29 ways to speed up your web site
CEO & Founder
Ian Lurie is CEO and founder of Portent and the EVP of Marketing Services at Clearlink. He's been a digital marketer since the days of AOL and Compuserve (25 years, if you're counting). He's recorded training for Lynda.com, writes regularly for the Portent Blog and has been published on AllThingsD, Smashing Magazine, and TechCrunch.Ian speaks at conferences around the world, including SearchLove, MozCon, Seattle Interactive Conference and ad:Tech. He has published has published several books about business and marketing: One Trick Ponies Get Shot, available on Kindle, The Web Marketing All-In-One Desk Reference for Dummies, and Conversation Marketing.Follow him on Twitter at portentint, and on LinkedIn at LinkedIn.com/in/ianlurie. Read More