Last month, Joshua Bixby published an awesome post on Web Performance Today, which pulled together some statistics to show how Walmart.com correlates web performance to business performance.
These slides (originally presented at a SF Web Performance Meetup) highlight the importance of web performance in relation to what matters: conversion rate and bounce rate, giving us some interesting figures about the speed of your site and the impact that it can have on potential customers.
The first cool slide to point out shows some metrics that should serve as an important reminder of the impact that web performance can have on traffic and business. You can also learn more about the simple ROI of improving web performance in our blog post here.
Impact of site performance on conversion rate
Here we see the Conversion Rate vs. Load Time numbers that they have come up with, showing a steep drop off after just a few seconds… In the age of modern technology, people just aren’t willing to wait more than three to four seconds for your page to load.
Performance of Buyers compared to Non-Buyers @ Page Level
This slide shows an awesome chart that illustrates how the trend we see in the above slide trickles down to the individual page level.
Performance of Buyers compared to Non-Buyers @ Department Level
And an interesting slide showing the speed that category pages are served for buyers vs. non-buyers (a difference of 2-3 seconds slower!).
Impact of site performance on bounce rate
And just as a reminder that people love to be fed pages fast, they found that the bounce rate was significantly higher for slower loading landing pages.
As a result of the process to speed things up, the team found the following benefits as a result of boosting performance:
- For every 1 second of improvement, they experienced up to a 2% increase in conversions
- For every 100ms of improvement, they grew incremental revenue by up to 1%
- SEO benefits for entry pages and reduce bounces
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