How Web Page Load Times Affect Conversion Rates

Performance analytics company SOASTA has analyzed the Internet traffic of ten major U.S. retailers.

As the graph reproduced below shows, there is a strong correlation between the load time of a web page and its conversion rate.

That is not a big surprise.

More importantly, this analysis reveals a sharp decline, in only a year, in the load time that corresponds to peak conversions – from 3.8 seconds in 2014 to 2.4 seconds in 2015.

These figures give an idea of the rapidly evolving expectations of Internet users and the challenges facing online marketers.